Major Module Business Projects
Business Project I in Cooperation wich Springlane GmbH
Seminar (14266.0006)
Instructor: Robert Münster
Date, Time and location: see KLIPS
“Optimizing Springlane’s Omni-Channel Strategy in the Netherlands, focusing on their outdoor cooking brand Burnhard”
Content
Background information: Springlane is a scale-up company founded in 2013 in Düsseldorf that has two Direct-to-Consumer brands. The first one – Springlane – serves customers with small kitchen appliances such as ice-cream machines, waffle makers, etc. The other one is run as Burnhard – an outdoor cooking brand positioned as an entry level premium brand. The focus of this business project is on the brand Burnhard.
Burnhard is sold mainly through its own channels (Burnhard.de), on marketplaces such as Amazon, Bol.com, etc. and through service partners abroad (Switzerland and Israel). Among other performance channels, traffic is driven through social media with a network of influencers and through own content formats (BBQ Madness (youtube.com/
BURNHARD)). Burnhard also converts foot traffic at 3rd party specialty stores to its online-shop and through its own showroom “Grillgarage” in Düsseldorf.
Springlane’s home market is Germany with a share of 90%. In Germany, Burnhard is the fastest growing BBQ brand with a CAGR of >50% and the strongest online brand in the biggest category “gas grills”. The overall BBQ market is estimated across all channels to ~1.3 bn EUR in 2022 with ~ 700 mn EUR in gas grills.
The task: As a team of consultants to Springlane’s marketing managers, your task will be the following: you examine the status quo of Springlane’s channel mix in the Netherlands. In this context, please identify strengths and weaknesses, e. g. in terms of current marketing measures and compared to other relevant players. As a next step, please identify improvement potentials per channel focusing on measures how to increase relevant traffic (e. g. partnering with complementary brands) and CVR (e. g. increasing brand trust). Afterwards, please suggest necessary adjustments to Springlane’s channel mix in the Netherlands: what are the channels they should concentrate on? How should they play these channels? Should they launch further channels? Please develop a concept and an implementation plan with concrete action items.