Article
hitschies – How the confectionery manufacturer is shaking up the industry with viral marketing and an online-first strategy – OMR Edition
Key Insights
- 0:08 Introduction 03:41 Family businesses in the confectionery market 6:30 Childhood and taking over the company 9:42 Competitors' marketing strategies 12:09 The importance of TikTok for the company 14:00 Changes in push and pull strategy 15:07 Exclusivity and deals with retailers 23:08 The sugar industry and its challenges 27:53 Authentic content and virality 31:54 Growth strategies and internationalization 34:27 Impact of sugar prices on production 35:42 Observations on price developments in the restaurant industry
About Kassenzone
E-commerce is a topic close to the heart of Etribes managing director Karo Junker de Neui. That's why Kassenzone podcast host Alexander Graf didn't have to ask twice whether she would like to regularly take over the most successful German podcast on e-commerce and digitization for individual episodes. Every week, CEOs from retailers, brands and manufacturers talk about their unique business models and e-commerce strategies. In “Kassenzone mit Karo,” Karo would like to take a look at the future in particular and discuss upcoming macro trends and changes under the motto “E-Commerce 2030.”
intro
In episode K#528, Alex Graf and Karo Junker de Neui talk live in the Red Bull podcast booth at OMR with Philip Hitschler-Becker, CEO of Hitschies.
Philip has been running the confectionery family business since 2017 and got it out of the red in a short time with an innovative online-first approach. Hitschies and Philip Hitschler-Becker can no longer be ignored on TikTok and Instagram, and the company is using this reach smartly to increase sales and develop new products. Karo and Alex not only get to taste the latest hitschies during the conversation, but also learn that...
... Hitschies barely spends money on paid marketing, but instead pushes sales online and offline through authentic organic content.
... the confectionery market in Germany is worth billions, but manufacturers are currently under pressure due to rising sugar prices.
... Although sweets can be produced without sugar, they will not end up on our supermarket shelves for the time being.
... the company's sustainable growth is also driven by expansion into new markets and Hitschies is already the No. 3 candy brand in South Korea.
Summary
- 0:08 Introduction
- 03:41 Family businesses in the confectionery market
- 6:30 Childhood and company takeover
- 9:42 Competitive marketing strategies
- 12:09 Importance of TikTok for companies
- 14:00 Change in push and pull strategy
- 15:07 Exclusivity and deals with retailers
- 23:08 Sugar industry and the challenges
- 27:53 Authentic content and virality
- 31:54 Growth Strategies and Internationalization
- 34:27 Effects of sugar prices on production
- 35:42 Observations on price developments in the catering industry
