Ministerium für Ernährung, Ländlichen Raum und Verbraucherschutz
Baden-Wurttemberg
Kernerplatz 10
70182 Stuttgart
Website: External link to the authority
Innovative concepts for planning, managing and pooling regional beverage supply in impulse channels for out-of-home consumption (ImPACT OOH)
The beverage industry with its regional suppliers is under great pressure to innovate. For these players in the beverage industry, the out-of-home (OOH) market with the constantly growing impulse sector of paragastronomy is not only an additional marketing channel, but also of central relevance for the regionally anchored original producers due to its strong brand-building character. The challenge for regional producers is that the impulse channels in OOH is increasingly being addressed by supra-regional providers with the help of modern IT concepts and platforms. It is hardly possible for regional players in the beverage industry to keep up with this digitalization - e.g. due to a lack of specialist resources. In order to increase the market opportunities of regional players, the presented project therefore aims to develop and evaluate innovative, in particular IT-based concepts for planning, managing and pooling to optimize the regional beverage supply in impulse channels for out-of-home consumption and to disseminate the results.
Results and the Final report will be found here, as soon as the project is completed.
The project aims to develop products and IT-supported marketing concepts for regional beverages from Baden-Württemberg for the OOH impulse channel. The special needs of the sales channel are to be investigated, market opportunities for regional products identified and promising marketing scenarios developed in the practical transfer of research. The development of new marketing channels enables the preservation of regional beverage production and sustainably increases its future viability. Clear positioning concepts enable regional companies to adapt to the changing economic, ecological and socio-cultural framework conditions, which are becoming clear as a result of lifestyle-oriented consumer behavior. Regional beverages stand for authentic diversity, sustainable enjoyment and the cultural identity of Baden-Württemberg.
Supply chain, marketing and consumption
Rural development 2014-2020 for Operational Groups (in the sense of Art 56 of Reg.1305/2013)
DHBW Heilbronn
Bildungscampus 4
74076 Heilbronn
Phone: +49 (0) 7131 / 1237
Email: martina.boehm@heilbronn.dhbw.de
2023
ongoing
437,008
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