Executive Summary

Music's true essence lies in sound quality, not just genre or band. Take Michael Jackson's "Billie Jean"—its sound can vary greatly based on the audio system used. Zellerberg, a small company in Tirol, Austria, aims to develop audio cables that deliver exceptional sound quality, free from noise and interference. They specialize in handmade copper and silver-coated copper cables to ensure every note is faithfully reproduced. This project provides strategic sales and marketing recommendations to help Zellerberg penetrate the high-end audio market, based on primary research into the target customer segment and their purchasing factors.

Goal

In the high-end audio cable market, competition is fierce due to relatively low barriers to entry. It is essential for Zellerberg to develop a robust marketing and sales strategy to succeed. This project aims to help Zellerberg effectively target and engage their ideal customers by tailoring advertisements and campaigns to their specific preferences. Understanding the specific characteristics and preferences of the target audience is crucial. By doing so, Zellerberg can create advertisements and campaigns that speak directly to the desires and needs of potential customers. Additionally, by identifying key purchase influences, Zellerberg can create a persuasive brand identity and focused marketing initiatives. This approach will enhance brand appeal and increase sales, ensuring Zellerberg's success in the high-end audio market.

Methodology

The research on marketing strategy for Zellerberg used a two-phase methodology for comprehensive insights. First, the secondary research established foundational knowledge of the high-end audio cable market. This was followed by in-depth interviews with high-end hi-fi store owners and discussions with competitors to identify marketing best practices. Additionally, an empirical survey was conducted, which targeted the high-end audio community for further insights. This mix of secondary research, interviews, and surveys provides a solid foundation for informed recommendations on Zellerberg's marketing strategy.

Results

The results of the comprehensive survey, which included over 200 participants, provide critical insights into the main characteristics and purchasing influences of Zellerberg's target group. This newfound understanding enables Zellerberg to strategically allocate its limited marketing resources for maximum impact. The competitor analysis and the identification of best practices have led to the creation of a robust guideline for enhancing Zellerberg's online marketing and web presence, including social media, Google- and Meta ads. Additionally, recommendations for product range expansion and market reach have been formulated, highlighting the potential for entering the German market and leveraging synergy effects to gain a presence in Asia. This strategy will help to bolster Zellerberg's position in the high-end audio industry.

Cooperation Partner

• Zellerberg Audio

• Trautweinstrasse 7, 6330 Kufstein, Austria

• zellerberg-audio.at

Contact Person

• Luis Josef Bucher - luis.bucher@zellerberg-audio.at

Student Team

• Maximilian Elser

• Frederik Ronning

• Dárius Pacholský

• Jakob El Khoshit

• Benedek Szeli

Project Manager

• Richard Olbrecht

• Diana Lauer

• Shtefi Mladenovska