Marketing strategy for bees

In the summer semester of 2024, six students from the part-time Master's program in Digital Marketing implemented their practical project by developing a comprehensive marketing strategy for the online shop Rund um die Biene. The shop offers high-quality bee products and beekeeping supplies, and promotes regional products throughout Austria. The aim of the project was to develop a sales concept with a focus on omnichannel marketing activities to increase sales.

FROM MARKET ANALYSIS TO CONTENT STRATEGY

To begin with, the student team conducted a market analysis, examined the existing digital distribution channels and assessed the appropriate social media platforms. Based on this, various optimization measures for the homepage were developed. These included improving logo visibility, developing cross-selling offers, and creating a newsletter concept. In addition, the students expanded the analysis options in Google Analytics and developed target group personas. Furthermore, specific content pillars such as wisdom about and with bees, as well as recipes with honey, were developed.

NEW IDEAS AND MARKETING STRATEGY

Ideas for seasonal gift packages, vouchers and a sponsorship program were developed using creative approaches to increase sales. For sustainability-oriented consumers, the idea of a sponsorship package with a bee sponsorship including honey products to support bee protection was designed. A content plan with visualizations for social media platforms such as Instagram rounded off the developed measures.

The client, Mr. Guggenberger, was also visibly impressed and wrote: “The practical project and the associated consideration of external persons has led to many new ideas and improvements, which we will certainly implement in the near future. Thank you for the excellent and successful project!”

Links:

• Rund um die Biene | Website