Direkt zum Inhalt wechseln


Sunny beach days and a gentle summer breeze – these are the associations promised by the wines of Velomar, the new brand of the Mallorcan wine bodega Can Axartell, which offers a biological product at a good price.

But how do you sell this summer feeling to the right consumers? This question was answered by our master students of the 3rd semester. Their task was to find innovative solutions for a market entry concept.

Under the direction of our independent lecturer Stefanie Mager, the students analysed new possibilities and developed conceptual marketing approaches.

While briefing and discussion sessions with Karl Heimers, Business Developer at Can Axartell, mainly took place in video calls, the students gathered on site at the Brand University for Stefanie’s lectures and the finale.

Since the bodega on Mallorca belongs to the Schwarzkopf family, the final presentation was held to Mr. Heimers as well as to the siblings Andrea Braun and Hans C. Schwarzkopf, as well as Can Axartell’s Managing Director Philipp Belke-Grobe.

The presentations included a special challenge. Of nine students, only five had the opportunity to present their results to the customer: Our guests‘ decision was preceded by three-minute elevator pitches.

The winners then presented their results in detail. They included recommendations for target groups, positioning, sales and communication channels as well as suggestions for content and market entry activities.

„For our new project with Velomar it was highly important to us to gain knowledge from the research and marketing point of view before we launch the products on the German market. The students have proven their creativity and analytical skills with very useful insights. We’re very happy to have had the opportunity to work together on that project“, says Karl Heimers.

The Can Axartell team thanked the students for their work with a generous selection of wines. It also chose an overall winner of the day: Ruben Victor Thaysen. As soon as it will be possible again, he is invited to visit Can Axartell on Mallorca.

We would like to thank Can Axartell for their cooperation on the market entry concept for Velomar. This project not only gave us the opportunity to dive into the specifics of the wine market, but also provided us with a wonderful portion of summery wanderlust.

Key Facts

  • Module: Practice Project
  • Supervisors: Stefanie Mager, Prof. Dr. Yonca Limon-Calisan
  • Semester: 3rd Semester Brand Innovation

Research Method

  • Primary research (consumer research, quantitative)
  • Secondary research (consumer research, general/online/social media-zone trend-analysis, market analysis, competitive, business partner and distribution analyses, quantitative)