Award in Mönchengladbach
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Marketing promotion award for work on online food retail
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Elias Erlach accepted the sponsorship award from the Mönchengladbach Marketing Club from Frank Glatzel.
Photo: Ja / Knappe, Joerg (jkn)
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Moenchengladbach When it comes to trading groceries on the Internet, Amazon is decisive. The online giant also offers smaller grocers opportunities. Elias Erlach at the Niederrhein University of Applied Sciences examined what these are and what the risks are.
The winner of the promotional prize awarded by the Mönchengladbach Marketing Club is Elias Erlach. In his master’s thesis, he examined the opportunities and risks of a food manufacturer that arise from using online sales via Amazon, using the example of the medium-sized family business Brandt Backwaren from Hagen. Today, the award winner works as a consultant for the sales management of the Rheinische Post media group.
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Prof. Ingo Bieberstein from the Niederrhein University of Applied Sciences, who supervised the master’s thesis, held the laudatory speech for the award winner, which is endowed with 1000 euros. Then Elias Erlach reported on the results of his investigation in his entertaining presentation. Although only around two percent of sales in the food sector are currently made online, this also offers great potential for the players working there due to the enormously large market volume in the food market. After all, more and more online grocers are entering the market.
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However, this potential is offset by enormous requirements that Amazon expects the cooperating manufacturers to meet. For example, specific packaging must be used, and delivery reliability and sufficient availability of the items must be guaranteed. If this is not the case, compensation payments are threatened. A key account manager or a sales team specializing in this sales channel should also be set up.
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Elias Erlach’s clear recommendation for action is: First set up the necessary infrastructure, then dare to take the step into e-commerce via Amazon.
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The award ceremony followed this lecture. The second lecture of the evening also highlighted an increasingly interesting topic that few market players have dealt with up to now. Florian Arndt (director and entrepreneur) brought the audience of the evening closer to “Marketing in the TikTok age – modern moving image strategies”. With more than 1.6 billion users worldwide, the TikTok platform offers excellent accessibility for user groups, especially among young people under the age of 25. The platform enables companies advertising there to reach the desired target group in a targeted manner through many selection criteria.
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