Vitra shines with excellent brand culture
MARKETING PERFORMANCE In the first nationwide market survey, the Swiss Society for Marketing GfM, together with the consulting firm GateB, examined how marketing performance is doing in Switzerland. The Swiss furniture manufacturer Vitra was named "Marketing Performance Champion 2014". The furniture manufacturer Vitra convinced the top-class jury with a credible brand story.A good marketing performance [...]
The furniture manufacturer Vitra convinced the top-class jury with a credible brand story.Good marketing performance leads to a strong brand. Marketing performance is the power of marketing. It is high when a strong market impact goes hand in hand with the least possible operational effort and the lowest possible use of resources. This performance was measured in a large, nationwide online survey with over 120 participants. In-depth interviews were then conducted with the marketing managers of the 15 best companies in the screening. The jury of ten experts from the fields of business, marketing, research and branding identified Feldschlösschen, Vitra, Nutriswiss, Pfister and Interhome as the companies that had come up with particularly interesting or surprising solutions in terms of marketing performance.Vitra is "ChampionThe winner of the 2014 Marketing Performance Screening was the company that impressed the jury with its excellent brand culture - the Swiss furniture manufacturer Vitra.The new Marketing Performance Champion impressed the jury in the following areas: "The company manages to tell a credible brand story. In addition, Vitra makes sensible use of data analytics to target potential customers and manages marketing processes highly efficiently via interacting teams.""Marketing Performance" - Volume 1According to the findings of the first Marketing Performance Screening 2014, Swiss companies are generally well equipped for the future. However, much potential lies in data analytics and other operational marketing disciplines.All the key findings from the screening, the most interesting recommendations and trends from the Swiss marketing world, case studies from practice, and twelve tangible tips for improving marketing performance are now available in the 60-page publication: "Marketing Performance - how the best marketing teams in Switzerland work". The publication can be here In order to take the pulse of the Swiss marketing industry on a long-term and sustainable basis, the survey is now conducted every two years. This enables new insights, correlations and developments regarding the marketing performance of Swiss companies over a long period of time.
