Prof. Hans Meuers has taught for many years at the University of Applied Sciences for Design and Communication in Hamburg, Germany, and is the President of the Marketing Club of Hamburg, Germany. He has 28 years of executive and leadership experience in the fast-marketing industry. As an expert in market research, customer analysis and brand launches, he focuses on training students to control market trends and brand building.
In the afternoon of March 31, Prof. Hans Meuers came to the Sino-German Academy to give a talk on the secrets of developing a global brand. The first secret he shared with the students was how he went from being a fun-loving young man to a responsible manager, with a wealth of experience working for international companies such as COO Marketing Club Hamburg, British American Tobacco, SIPA Unternehmerberatung and other internationally renowned companies.
Prof. Hans introduced the content of the Hamburg University of Communication and Communication Sciences in terms of study methods, career planning, gave direction to the students and also described the skills necessary for a marketing leader. Through classroom interaction, the professor made everyone understand the purpose of studying - not to pass an exam, but to get closer to the ideal job; to learn that a brand is a name, a symbol, a differentiator from other products to an identity; to understand the way to make the most out of being a manager in a team and how to take a product develop a product into a big global brand.
The professor invited the students to participate in the development of marketing strategies for Dunhill, a very old cigarette brand with a long history among British and American tobacco companies, whose market share in three different regions - South Africa, Malaysia and Germany - ranged from 0.2% to 43%. When faced with the difficult problem of how to analyze different markets and how to effectively increase the market share, the professor patiently guided the group to start a fierce brainstorming session from multiple dimensions, such as target market analysis, brand positioning, target customer positioning and localization of marketing strategies.
Malaysia Marketing Group
The professor at the workshop was very affable. He not only taught us theoretical knowledge, but also let us learn to use it in class. Our group simulated the operation of the branch in Malaysia in order to increase the sales of cigarettes. And it really succeeded in increasing cigarette sales in the region.
South Africa Market Group
MICE 181 Xu Yao
Our group believes that in order to expand the sales of the brand in South Africa, we need to firstly advertise, secondly change the packaging and finally change the taste according to the local conditions. I benefited a lot from this speech, firstly, I was able to exercise my courage to express myself in front of my classmates and teachers, and secondly, I was able to exercise my spoken English, so that I could express my ideas better in English.
MICE 182 Li Nan
After this workshop, I realized the importance of marketing for a brand. A good brand often has to be tailored to the local consumer situation, the level of the consumer, the weather and climate of the consumer location. The foreign teacher taught us to think and explore from different perspectives to come up with a viable solution. I benefited from this lesson, which changed my original view of branding and gave me a deeper understanding of both branding and marketing.
German market group
MICE 182 Feng Chentao
Professor Hans gave us a lively class on "How to develop a global brand strategy". The three-hour long lecture did not make me feel tired and saturated, but rather gave me a deeper understanding of the word brand. A good brand strategy is not just a report, a goal, but a responsibility, a feeling for people all over the world. The professor's his deeply influential teaching made me understand better that "The knowledge does not have the national boundary."
English