On the occasion of our planned innovation workshop in the
business administration focus
What other ideas could Honza have? Which communication channels should be explored? And how could the agency benefit from this? With these questions still unanswered, we left the agency and started the two eventful days of our workshop with our Innovation Manager Philipp Düring. After dividing into groups, we gave free rein to our creativity and came up with group names such as "Pink Freshness", "Weizentöchter", "Bieraten", "Zapzarapp" and "Spritzig Cervisia".
Many ideas were considered, changed, presented and improved again until each group had found its two best ideas. The aim was now to think through the ideas in such a way that the product characteristics could soon be clearly described, the target group(s) defined and the unique selling points worked out. With the help of short commercials for each idea, it was possible to create individuality and visual effects.
On June 2, 2015, the groups presented their ideas and product concepts to the management of ZH2, who came to the university especially for this purpose. We were able to present them with successful ideas such as the Honza children's beer, a beer for "real men", the Honza half and half drinks crate and a seasonal beer.
But that wasn't all, because if you don't know the worst beer in the world yet, you've come to the right place! We also have a good range for the warm summer months. In addition to the Honza barbecue bag and the beer shots, the seasonal beer for women is also ideal for a cozy get-together outdoors. However, to prevent the outside temperature from "rubbing off" on the contents of the bottle, we created a beer bottle that is able to provide information about the temperature of the beer. Last but not least, our idea of a beer vending machine with a wide range of beers is worth mentioning. This gives consumers access to beer even on Sundays and public holidays and saves them a trip to the price-intensive filling station.
The results and the multimedia presentations, some of which were reinforced with prototypes, were very well received by all participants and attendees.
We would especially like to thank Dr. Falk Maiwald, who leads the class / course on the product and price management module, our workshop coach Philipp Düring (who joined the presentation via video conference) and the managing directors of ZH2 GmbH Thomas Hönel and Bernd Zimmermann for the very successful, creative and practice-oriented innovation workshop!
Contact
Sophie Siodmok & fellow students of WB12, majoring in Marketing
Dr. rer. pol. Falk Maiwald
Director ZKI
f.maiwald(at)hszg.de
+49 3583 61-2014