Ingo R. Titze Research & Consulting

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Product Positioning and Brand Consulting for the German Market

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Product Positioning and Brand Consulting: Will your brand and product ideas work in the German market?

With a high percentage of all new products failing during their first year in any mature market, including Germany, you have to have deep insight not only into the market conditions as such, but also into the German consumer's heart and soul. We help you make your product(s) successful in the German consumer market by working intensively on the following issues...

  • Identifying the key drivers for brand and product success in Germany in specific product areas, based on secondary and primary research as well as best practices and success stories
  • Evaluating your brand and product idea from various perspectives to see if they can work in Germany, such as brand positioning, market communication, technical product features, intercultural compatibility etc.
  • Having teamed up with further specialists we can also help you to handle issues such as legal requirements, product warranties / liabilities, as well as marketing means such as advertising and after-sales services
  • Finding the right distribution partners and sales channels is pivotal to your market success in Germany. We have strong connections to German co-operation partners to bring you together with the right people on the retail side to let your product have the best possible performance in the marketplace
  • Constantly tracking your product performance and monitoring consumer opinions (e.g. on weblogs)

Please contact us to discuss your needs so that your product launch in Germany turns out successfully!

 

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Ingo R. Titze Research & Consulting is a member of the British Chamber of Commerce in Germany.
 

July 5, 2010: German market for consumer electronics to remain robust

Compared to the EU average, the German market for consumer electronics is expected to be fairly robust this year. According to estimates by industry association Bitkom, it might only see a small sales decrease by 0.4 per cent to 12.3 billion euro. Meanwhile, the overall EU market might decline by as much as 8.3 per cent to 54.1 billion euro. Particularly flat screen TVs are selling very well in Germany this year, with an expected rise by 2.9 per cent to 6.1 billion euro. Likewise, digital set-top-devices and BluRay players will see increasing sales. Germany is the largest country market for consumer electronics in the EU.

 

May 19, 2010: 60 percent of Germans shop online

A recent survey by Forsa/Bitkom found that six out of ten German consumers (at least 14 years of age) shopped on the internet last year. This is a growth of 10 percentage points compared to the previous year. Online payment systems such as PayPal, T-Pay, or Click-and-Buy play a significant role in this development. 17 percent of the German population have at least used one of those systems, up 6 percentage points compared to 2008. Most popular are those systems in the age group between 30 and 40 years. 29 per cent of the population in this age segment are registered with at least one of the payment systems. However, traditional paper invoices are still most popular across all age groups, followed by advance payment, debit, and COD. The use of credit cards is least popular.

 

April 20, 2010: Beer consumption in Germany remains high

Last year, total consumption of beer and beer-mixed beverages amounted to 86.1 million hectolitres (not including non-alcoholic and malt beer). This corresponds to a per-capita consumption of 121.4 litres of all persons who are at least 15 years old. Thus, every potential beer consumer on average drinks one bottle of beer (0.33 litres) per day.

 

March 25, 2010: 2.9 million Germans to buy e-books this year

According to a survey conducted for industry association Bitkom, 2.9 million German consumers are planning to buy an e-book this year. This represents a year-on-year growth rate of 32 per cent. It is expected that e-books will first become popular in the professional field since its search functions are considered to be of great value for this target group. However, every tenth young German (between 14 to 24 years of age) is said to purchase an e-book in 2010.