How can customers of an IT service provider be inspired by creative marketing? Our 5th semester Brand Management pursued this question in the seminar “Service Marketing” under the direction of Claudia Tobis.
As practice partner for the project by our side: Lufthansa Industry Solutions, short LHIND. The IT service company based in Norderstedt is a 100% subsidiary of Lufthansa and supports companies in the digital transformation of their processes.
Not only companies within the Lufthansa Group, but also more than 200 other companies from different industries belong to the broadly diversified customer base of IT consulting.
As part of the collaboration, our brand management students were given the task of supporting Lufthansa Industry Solutions’ marketing goals with creative and surprising activities while keeping budgets as low as possible.
Two central questions arose: What are relevant customer contact points and what potential do they have for low-budget marketing? And where and when are the best moments to address customers in a surprising way?
An exciting challenge that our students took up with motivation. The result of the project was a wide range of measures and ideas. These were derived from a detailed analysis on the basis of which the different target groups could be specifically addressed. Like the briefing, the presentation of the results took place on site at Lufthansa Industry Solutions.
Heiko Packwitz, Chief Marketing & Communications Officer at Lufthansa Industry Solutions:
“We were very impressed by the wide range of creative ideas. This shows once again that working together with a university is not only fun, but can also provide us with many innovative impulses”.
The highlight of the practical project was a factory tour at Lufthansa Technik. There, our students were given an exciting insight into the various processes and stations of aeronautical engineering.