Episode 117: 1on2 mit Steffen Zeller & Patrick Bühr, CMO & Head R&D Rügenwalder Mühle

from Dirty Deeds Done Well · host Torsten Tomczak, Marcus Schögel, Hannah Leimert

RÜGENWALDER MÜHLE, ansässig im niedersächsischen Bad Zwischenahn, besitzt eine der wertvollsten Marken Deutschlands und gilt als einer der innovativsten Lebensmittelproduzenten. Ursprünglich auf Wurstwaren spezialisiert macht das Unternehmen inzwischen mehr Umsatz mit vegetarischem Fleischersatz als mit Produkten, die Fleisch enthalten. Wie ist eine solche Transformation umzusetzen? Was bedeutet solch ein Wandel für die Markenpositionierung? Stellt die sogenannte «versöhnende Produktwelt» einen zentralen Erfolgsfaktor dar? Wie muss die Marketingkommunikation für vegane Produkte gestaltet werden?

Episode metadata supplied by the publisher feed · Published Feb 13, 2025

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Episode 117: 1on2 mit Steffen Zeller & Patrick Bühr, CMO & Head R&D Rügenwalder Mühle

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This episode was published on February 13, 2025.

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