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To compared the offers of discounters exist, the bakers have come up with something
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Detmold. Bakers must strive for their clients and make active advertising, says Dr. Manfred Miller, who has held this week at the conference for bakery technology in Detmold a lecture. The sinking of the baking craft not fears the Würzburg management consultant, however: “The bakers who survive will be good baker.”
The biggest challenge for the bakeries are the baking stations in supermarkets , “This has extremely changed the industry and increases the pressure.” Meanwhile, the quality of the supermarket baked goods is quite good, according to Miller. And here, the customer can simply take his bread directly on purchase. Bakery products you get everywhere today. Who decides nevertheless for a loaf of bread from small bakeries that do now very aware
For the baker “around the corner” hot that:. “. You need to be different from the mass-produced” Many customers are already accustomed to the bakery-goods. The baker would endeavor to delineate their products by the appearance, a special taste or special recipes from the listing of the major markets. To make the customer aware of the peculiarities of their goods, the baker should take care of marketing.
The Detmolder Bäckermeister Mickel beers confirms the growing importance of this area. As foreman of Bakers and Confectioners Guild lip he has the local market in mind. Especially young customers should make their merits clearly the baker. Marketing is indeed a task for you, the gains more and more importance
The strength of the craft baker lies in regional specialties:. “Lippischer Pickert, Paderborn bread, Lemgoer straw rolls – that can the industry do not offer. “beers also emphasizes that the goods taste at every baker differently, as opposed to industrial goods which was very uniform. “No matter how good the discounters will never be able to respond individually to customer needs as the craft baker – that’s our big chance,” Beers sees developing quite positively. Regionality was asked and could only offer the baker on the spot.
These advantages they were required to notify their customers. “That’s why we have to do what the marketing area”, also Mickel beers is convinced. Support could get Baker of associations such as the Guild.
New strategies of supermarkets
Also in the major supermarket chains, there are new developments, reports Dr. Manfred Miller. Because with the baked goods could be to earn the low prices no money. To increase profits, start the big retail chains according to his observations, to produce themselves too. “The social division of labor is changing” because trade and production were long time widely separated. As the growth of chains is now limited by the saturation of markets, new ways were sought. For this purpose, according to Miller also includes brand new “products” that are sold in the discount stores, such as mobile phone contracts, insurance and travel.
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