Gründung einer Luxus-Zahnpasta-Marke?


As a potential entrepreneur, she was wondering how we would evaluate her business model. And of course she had many related questions: What should the brand stand for? For which brand name should she decide? How to do the marketing-mix? And what's the right price of a luxury toothpaste?

Das Vorgehen zur Problemlösung: Similar to many other cases when (potential) entrepreneurs contact us - and also for many other marketing problems - it does not make sense to set-up a big project. In most cases, it's enough and most effective to conduct a mentoring workshop. During these sessions we discuss the business model and potential problems and strategies - with an unbiased view from an outside position. In this case, we analysed with the client and her team the expected functional and symbolic product benefits - with reference to the major luxury purchasing motives. We discussed similar case studies and the possibility to implement a luxury brand revival strategy in cooperation with one of the world's oldest toothpaste manufacturers.

Das Ergebnis: Based on this and after some consideration, the client decided not to further pursue this project. This sounds said, especially as the business idea appeared so promising at first. The analysis of the business model brought up some solvable problems, but also some crucial weaknesses, which put a big question mark on this venture's chance of survival. Therefore, the client decided to concentrate all her efforts on her current business - and that's the happy end of this story.