forumforfuturemarketing

by Kai Erik Trost & Veronika Tomasu

Reflecting the journalistic news over the last few years, the subject “China” and its significant economical upturn had a huge part on it. Nearly every the consumers can find something about the cyclical upturn of Chinese economy or about the increasing activities of both European and American corporations on the Chinese market, planning to operate new in China in the near future.

If companies do not show interest on serious stakeholder dialogue, it can have heavy influence to their reputation – the Nestlé case

Johannes Froschmeir, Nils Fröhlich (EMM SS2011, Integrierte Marktkommunikation Prof. Dr. Mödinger)

A bite in a chocolate bar, a horripilating crunch and blood running out of the mouth: by this scene taken from an internet video, Greenpeace caused a social media disaster for the Swiss food combine Nestlé. In spring 2010, the environmental group posted this movie on the web to criticize the deforestation of rainforests for the production of palm oil. It is needed for chocolate bars like Nestlé’s Kit Kat. But that would destroy the home range of the Orang-Utan, Greenpeace said. So in the video, an office-worker eats such a Kit Kat chocolate bar. But it is no ordinary sweetness: It turns out to be an Orang-Utan finger and the employee gets his mouth full of blood when he bites in it.

ForumforfutureMarketing – Marketing of Sustainable Leaders

Introduction:

The evolutions of marketing goes on: Marketing is a process which depends on technical, economical and social progresses. A part of this process is the development of technology in general and in particular the development of technology in communication and digital media. Another aspect that we have to take into account is the fundamental importance of values in social relationships and the challenges which come from the discussion about globalization, the shortage of resources, global justice and the responsibility for living conditions of future generations. Based on the research and discussion of the following thesis a frame for future marketing was developed:

Corporate identity is the basic prerequisite for a successful integrated marketing for brands and organisations. Get more information about corporate identity, the communication concept and the integrated marketing in Manfred Bruhn’s point of view. Additionally, more information about the communication activities and the enhancement of Apple’s corporate identity in the range of 360°-marketing is provided in the presentation of corporate-identity-and-360-degree-marketing.

As a result of our research we came up with a symbol: the six faces of a cube show the current developement in marketing. In the attached document you will find the outline for this concept. cube360marketing