Development of an innovative product concept for the wine and beer market (2019)
An empirical analysis in cooperation with the German Aerospace Center
The term "innovation" is currently omnipresent across all industries. Especially in saturated markets such as the beverage industry, the development of new products is becoming increasingly important. With the declining demand for major beer brands and well-known products, there is a shift in consumer demand for more specialized types of beer, new and regional products. However, as the food sector, and therefore the beverage industry, finds itself in highly competitive, saturated markets, the flop rate of innovation is high. The risk must be managed through innovation marketing. In this thesis, an optimal marketing and product concept for the market launch of the "Mondkalb" beer developed in cooperation with the Wine Campus Neustadt, the German Aerospace Center and the Landau eG beer project is developed.