EXECUTIVE SUMMARY

Goal

Our primary objective is to create a comprehensive marketing strategy that effectively promotes Festo's Service App to a wider audience within the industrial sector, driving increased customer adoption and establishing it as the go-to solution for industrial service needs. Through targeted messaging and strategic campaigns, we aim to showcase the unique selling proposition of the app, emphasizing its unparalleled features and benefits that set it apart from competitors. By highlighting its user-friendly interface, advanced functionality, and unmatched customer support, we will position Festo's Service App as the top choice for industrial professionals seeking a reliable and efficient solution to enhance their operational efficiency and productivity.

Methodology

In order to better understand the whole theoretical background desk-based research was performed. Furthermore, to get a better understanding of implementation in various companies a best practice analysis was conducted. Through this identification, the relative strengths and weaknesses of direct and indirect competitors and analogous market were assessed. Several direct, indirect, and analogous markets are analyzed. This enabled the gathering of internal information and perspectives. In addition, some interviews were conducted to gain a better understanding of customers behavior and their needs related to the usage of the certain product/service in various industries. The findings shape the unique selling proposition (USP) and inform the marketing and communication strategy for the Festo Service App.

Results

The project yielded valuable insights into Festo's marketing service apps, particularly the Smartenance App. Through a comprehensive analysis of competitors and analogous markets, effective marketing strategies and channels were identified, including after-sales activities, direct advertising, social media campaigns, and more. Desk research provided a deeper understanding of the demand for industrial mobile apps and the benefits of remote monitoring and predictive maintenance. Expert interviews with Festo employees and external experts highlighted the technical features and advantages of the Smartenance App, such as real-time reporting and customizable maintenance schedules. Marketing insights from Festo's Head of Maintenance and Product Market Management revealed the channels used for promotion, such as social media, webinars, and trade shows. The project's results offered a comprehensive understanding of Festo's marketing service apps, provided areas for improvement, and suggested effective marketing strategies for the Smartenance App to meet industry demands.

Cooperation Partner

• Festo SE & Co. KG
  Ruiter Straße 82., 73734 Esslingen, Germany

• https://www.festo.com/at/de/

Contact Person

• Jacob Decker - jacob.decker@festo.com

Student Team

• Bono Emil Eugenio

• Couffie Nana

• Dubrova Linda

• Gezer Simge

Project Manager

• Caroline Fabian, M.Sc.

• Shtefi Mladenovska, M.Sc.