Unverschwendet (summer project)

Unverschwendet follows the mantra “Use what you have” and is focusing on fighting the waste of food by using over-capacities from its partners. Through cooperation with multiple producers such as farms, Unverschwendet sources high-quality but otherwise unnecessarily discarded raw materials to produce a portfolio of jams, jellies, chutneys and syrups. Combining these raw materials to innovative and well-tasting products, Unverschwendet positioned itself in the premium segment and enables its customers to eat in an eco-friendly way. 

As billions of tons of food are lost along the supply chain worldwide due to seasonal over-capacities and/or not meeting the standards in order to be sold in supermarkets, Zero Waste Jam is committed to elevate the awareness for thoughtful use of our naturally given resources.

You can learn more about Unverschwendet here: http://www.zerowastejam.com/en/

Project Description

In the Spring 2016 the NGC consultants have delivered advice to Unverschwendet on corporate strategy, financial structure, and market analysis. To keep up with the significant growth opportunities, Unverschwendet is looking for a clear marketing communication strategy to convey the organization’s message about the eco-friendly and sustainable products.

At this moment, the best results for convincing customers come from personal storytelling about the products, but a marketing advice to effectively move forward without losing the message and personal touch is crucial for the organization’s further development.

1.     Evaluate and analyse B2C, B2B and Catering target segments and the 6 different personas, and identify appropriate communication channels to reach the customers

2.     Develop a new suitable marketing strategy to convey the complex personal storytelling experience in few words or images, while focusing on the core sustainable and eco-friendly values of the product

a.     Analyse and re-evaluate the current marketing and communication strategy

b.     Identify other ways to approach marketing communication with customers

c.     Outline the appropriate KPIs to measure and evaluate the marketing performance

The management of Unverschwendet will incorporate your recommendations when operative, tactical and strategic decisions are to be made in the near future.

The NGC consulting team will remain in constant contact with Unverschwendet and its management to improve knowledge and accuracy of recommendations throughout the project in order to eventually develop the best possible recommendation. Regarding project updates and monitoring of the project, both, the consulting team and representatives from Unverschwendet will also be in constant contact with the NGC Project Manager. Furthermore, the NGC Project Manager serves as contact person in case support or other assistance should be needed.