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The PFH Private University of Göttingen once again invites you to exciting and informative marketing lectures. At the invitation of Prof. Hans-Christian Riekhof, top managers provide insights into marketing strategies at the Otto Group, at Fraport AG and Google Germany.

Top Managers Provide Marketing Insights: at Fraport AG, at Google Germany and the Otto Group

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And the journey continues with new exciting marketing insights from practice at the PFH Private University of Göttingen. For the summer semester 2021, Hans-Christian Riekhof, Professor of International Marketing, has once again succeeded in winning top managers from renowned companies for informative lectures at the university. The decision-makers provide informative insights into their marketing strategies – this time at the Otto Group, Fraport AG and Google Germany. Below is an overview of the dates with the respective topics.

26.04.2021
Direct-to-Consumer Marketing. More important and easier than ever! How direct consumer activation pays off for brand manufacturers.
Sebastian Grantz | Industry Manager Consumer Brands & Tech | Google Germany GmbH
LinkedIn: https://de.linkedin.com/in/sebastiangrantz
18.00-19.30 Uhr | Auditorium / BB Raum Riekhof

03.05.2021
The Transformation of the Otto Group to a Platform
Mathias Stüben | Principal Platform Business | Otto GmbH & Co KG
LinkedIn: https://de.linkedin.com/in/mathias-st%C3%BCben-3666a9101
18.00 – 19.30 Uhr | Auditorium / BB Raum Riekhof

31.05.2021
Digitalization as a Way Out of the Crisis
Claus Grunow | VP Corporate Strategy & Digitalization | Fraport AG
LinkedIn: https://de.linkedin.com/in/claus-grunow
18.00 – 19.30 Uhr | Auditorium / BB Raum Riekhof

14.06.2021
Digital transformation at global player Symrise
Heiko Reinhard | Chief Information Officer | Ottobock SE & Co. KGaA
LinkedIn: https://www.linkedin.com/in/hreinhard
18.00-19.30 Uhr | Auditorium / BB Raum Schüle

Guests are warmly welcome. Registration required, please by email to Laukamm@nullpfh.de

Location:
PFH Private University of Göttingen
Weender Landstraße 3-7
37073 Göttingen

More information about the PFH Private University of Göttingen

Photo: pixabay.com

Amazon is increasingly promoting its own brands - with a new aggressive tactic in the USA: An Amazon own brand is now displayed to customers above the purchase button as an alternative to the selected product. This makes Amazon increasingly a threat to its marketplace sellers.

Amazon’s aggressive private label strategy

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Amazon is increasingly promoting its own brands. As the Lebensmittelzeitung now reports, the world’s largest online retailer is operating in the US market with a new aggressive tactic: An Amazon own brand is now displayed to customers above the purchase button as an alternative to the selected product. This clearly demonstrates that Amazon is increasingly competing with its marketplace sellers. How fair is such behavior?

Already in 2018, the “New York Times” reported that Amazon is increasingly breaking with its original business concept, namely democratizing trade by offering a platform to even the smallest retailer. Amazon is now often in competition with these very retailers. This is what Business Insider writes, referring to this article in its report. Amazon started very slowly with its own brands, but is now gradually working on directing customers away from competitors towards its own brands.

Successful marketplace sellers are being “amazonized”

The fact that Amazon is pursuing a consistent private label strategy in more and more product ranges has been observable for years, explains Dr. Hans-Christian Riekhof, Professor of International Marketing at the Private University of Göttingen. “Price and assortment strategically, this is of course highly attractive for Amazon, especially to oppose a cheaper private label product to the bestsellers of the brand manufacturers in the Amazon assortment. Especially since this usually has significantly more attractive margins.”

Amazon learns a lot from the sales figures of the sellers on the Amazon Marketplace. When bestseller products are then replaced by Amazon products, this is called “to be amazonized”, explains Riekhof. The fact that Amazon displays an Amazon alternative directly above the “Buy” button in the offers of its marketplace sellers in the USA means for the customers that they can decide what they find more attractive. “Whether the Amazon Marketplace remains attractive for the strong sellers in the long term is another matter”, says the marketing expert. “And whether they perceive this strategy as fair, likewise.”

Photo: Simon Steinberger by pixaby.com

 

Further links:

Lebensmittelzeitung (Paywall):
https://www.lebensmittelzeitung.net/handel/Produktplatzierung-Amazon-rueckt-Eigenmarken-in-den-Fokus-142348?crefresh=1

Stern (2017):
https://www.stern.de/wirtschaft/news/amazon–die-geheimen-eigenmarken-des-onlineriesen-7577786.html