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Can Axartell

“The best wine is made with respect.” This is the philosophy of the Majorcan wine producer and our practice partner Can Axartell.

Since 2012, with Can Axartell, the Schwarzkopf family has been running ecologically certified wine cultivation on a vineyard in the northeast of Majorca that is several centuries old. The modern and at the same time traditional winery focuses its work on the careful treatment of the environment, employees, tradition and future generations.

This is particularly reflected in the gentle and unique winemaking process “Mètode Gravetat“, which produces high-quality wine without mechanical pumps and only by gravity.

But how can target group-specific messages be derived from this? And through which channels can the right target groups be reached? Answers to these questions with a focus on Corporate Social Responsibility (CSR) were found by our 3rd semester Brand Management students and a Brand Innovation student.

Under the guidance of Prof. Ute Röseler, Prof. Dr. Yonca Limon-Calisan and our independent lecturer Stefanie Mager, three teams developed a CSR social media concept. First they analyzed various markets, took a closer look at the competition and defined target groups. Based on this, they identified relevant channels and core messages for the target groups. In front of Karl Heimers and Philipp Belke-Grobe as well as two working students from Can Axartell, the students presented their concepts developed for three different national markets.

“For me personally, the project was very exciting and new,” says student Emely Meyer. “Under the given circumstances of Corona, we only had the opportunity to work together on the project online. Without a physical presence, it was initially difficult for everyone to create a work that built on each other. But over time, the project became a successful strategy. In contrast to the interim presentation, we were then allowed to present our final presentation personally to the practice partner at the university. We were more than happy to be able to perform on site. The atmosphere in the BU made the whole thing seem much more real and serious and helped me and my fellow students to present the project. It was a small step back into normality.”

Karl Heimers, Business Developer at Can Axartell:
“The students’ ideas gave us very diverse views on our social media channels. Through the focused elaboration of solutions, we now know where the screws need to be tightened.

Our special thanks go to Can Axartell: With this practical project the students got the chance to solve one of the daily problems of a brand manager under real conditions.

Thanks to generous gifts of Can Axartell, we can toast the success of the project with their wines – for at the kick-off and final presentation we were able to taste the quality of the wines for ourselves.

Key Facts

  • Module: Wirtschaftsethik & Nachhaltigkeit (B.A.), Practice Project (M.A.)
  • Supervisor: Prof. Ute Röseler,  Prof. Dr. Yonca Limon-Calisan, Stefanie Mager
  • Semester: 3rd Semester Brand Management, 3rd Semester Brand Innovation

Research Methods

  • Brand Analysis
  • Situation Analysis
  • Target Group Analysis
  • Strategy and conceptual approaches