Strategic  Leadership  and  Brand  Management  –  Semester  Project  |  Allegra  Bandinelli  

A  Strategic  Perspective  on  Branding    

From  the  Small  Cidery  to  the  Innovative  Global  Player  

RAUCH  Fruchtsäfte  GmbH  &  Co  The  Company  

JUICE  BARS  

?  

TRADITION      vs.      MODERNITY    The  Challenge  &  The  Paradoxes  

AUSTRIAN  ORIGIN  CORE  VALUES  HISTORY  PAST    

   

INTERNATIONALIZATION  INNOVATIVE  IDEAS  NEW  TRENDS  FUTURE  

VS.  LOCALIZATION  COMPLIANCE  CONTROL  

 COOPERATION  SYNERGY  RESOURCES    EVOLUTION    

GLOBALIZATION  CHOICE  CHAOS    COMPETITION  RESPONSIVENESS  MARKET    REVOLUTION    

Strategy    Context  

Strategy    Content  

Strategy    Process  

Overall  Perspective  

Past   Present   Future  

Core  Values   Innovative  Ideas  

Strategic  Alignment  It  is  all  a  matter  of….  

Balance  Coherence  Equilibrium  

TRADITION   MODERNITY  

AUSTRIAN  ORIGIN   INTERNAZIONALIZATION  

FRUITS  QUALITY  

FAMILY  

NEW  TRENDS  

JUICE  BARS  

VCI  Alignment  And  of…  

Consistency  Continuity  Integrity  

Top  Management  

FOCUS  ON  Customers  

FOCUS  ON  Employees  

+RAUCH  ACADEMY  

-­‐KNOWLEDGE  MANAGEMENT  

-­‐WRITTEN  MISSION&VISION    

+UMBRELLA  BRAND    

+NEW  CAMPAIGN  

-­‐LOCAL  MARKETING    (e.g.  Italy)  

+JUICE  BARS  

+PACKAGING  

-­‐BRAND  COMMUNITY  &  SMM  

-­‐INTERNAL  COMMUNICATION  

Corporate  Brand  Identity  Managing  The  Issues    

Brand  Identity  Approach  

UMBRELLA  BRAND  (2003)    Rauch  Tree  

NEW  CAMPAIGN  (2013)    “Welcome  to  the  Rauch  Valley”  

NEW  INITIATIVE  (2012)    Juice  Bars  

Closing  the  Gaps  Solutions  &  Suggestions  

What is their image of us?

Dynamic  Capabilities    

Different  Leadership  Styles  

Ambidextrous  Organization  

Generative  Learning  

Living  the  Brand  

Make  the  mission  and  the  vision  clear  through  the  whole  organization  in  order  to  give  employees  the  chance  to  promote  Rauch’s  initiatives  Support  internal  communication  to  achieve  enterprise  brand  alignment      

Introduce  a  better  knowledge  management  system  in  order  to    codify  and  transform  implicit  into  explicit  knowledge    Implement  local  marketing  actions  to  decline  the  corporate  image  according    to  the  cultural  context  of  the  different  countries  (sales  subsidiaries)  Consider  the  importance  of  a  brand  community  &  social  media  management  to  involve  and  co-­‐create  with  consumers  

“With  the  Juice  Bars  we  are  able  to  perfectly  combine    innovation  and  our  knowledge  of  careful  handling  of  fruits    and  we  believe  that  the  mix  of    freshly  prepared  fruit  juices    and  96  years  of  expertise  is  a  powerful  combination.    

Rauch  departments  work  together    trying  to  reach  as  much  alignment  as  possible”    

 -­‐  Daniel  Wüstner    (Head  of  Marketing  Department)  

Strategic  Leadership  and  Brand  Management  –  Semester  Project  |  Allegra  Bandinelli  

Strategic  Context  &  Content  Theory  

What is their image of us?

Strategic  Paradoxes  Theory  

What is their image of us?

Branding  Approaches  Theory  

What is their image of us?