Erasco is a brand that has been an integral part of German supermarket shelves for decades.
The convenience food manufacturer, based in Lübeck, is part of the international food group GB Foods and is particularly well-known for its soups and stews.
The traditional Erasco brand is well known and popular with consumers. Nevertheless, consumer and purchasing behaviour is changing - especially among younger target groups. Erasco faces the challenge of winning over the young target group without losing its loyal regular customers.
Our third semester Brand Management module ‘Marketing Concept Specialisation’ was dedicated to this problem. The students were given the task of developing a new communication strategy.
Under the guidance of Prof. Ute Röseler, the students analysed the competition, target groups and trends. Based on the results, four teams derived various communication concepts.
The students started the project in a hybrid format - in classroom teaching and online participation. The practice partner was also connected online for the briefing session. The students used their online skills to present the concept they had developed professionally on screen, both in the shoulder view and in the final presentation in January.
The presentations showed that the teams focussed on different target groups. They demonstrated their creativity with different central ideas and emotional core messages. Each group also provided a recommendation for the weighting and selection of communication channels to suit their concept.
On the Erasco side, the project was supervised by Julia Schäfer, Senior Brand Manager, and Brand University alumna Julia Krüger, Junior Brand Manager.
Their conclusion: ‘The practical transfer project with the 3rd semester students was an inspiring and successful collaboration for us. Based on various analyses, the students derived specific emotional core messages and translated these into the channel recommendation developed by the students. The presentation of the results convinced us in terms of content and expertise - the students mastered their first practical project professionally.’
As a thank you for their work, the students received certificates for their successful participation as well as deliciously filled goodie bags.
We would like to thank Erasco and GB Foods Germany for their cooperation. This practical project gave our students a deep insight into the food market in the convenience food sector. In their first project, the students were able to deepen their marketing knowledge on the basis of market research and trend studies and apply it to a real project.
