As part of the course Sales Policy Specialisation, the students of the 4th semester Brand Management were invited by Hamburg Distilling Company (HDC) to examine the multi-channel distribution of KNUT HANSEN DRY GIN in a practical project cooperation and to work out success factors for the further expansion of the market position.
After an intensive analysis of the market, competitors, trends, brand and sales, which was reviewed in a midterm presentation, store checks in the retail sector, an online consumer survey and the conception phase followed. The theoretically-founded elaboration offered practice-relevant insights and opened up conceptual perspectives, which were presented by the students to the HDC team via video call in the final presentation.
Tom Storde, one of the participating students, gives the following personal summary: “Working on the topic was a lot of fun and helped me to better understand the academic context.” Domingo Saavedra summarised his impression as follows: “My expectations were exceeded. I now feel ready to start my own online business. And do it properly.”
And this is how Kaspar Hagedorn, co-founder and managing director, summed it up: “The cooperation with the Brand University gave us valuable insights regarding the strategy as well as conceptual suggestions for improvements in assortment, multi-channel distribution and communication. We will definitely implement some of them.”
