Dr. Oetker - Sucess story of a brand

Résumé du document

Pharmacist Dr. August Oetker invented the "Backin?, a baking powder. Its advantage was that it was durable and tasteless. That is why it is easy to handle for private households. The number of homemade bakery products increased due to this invention. In 1900, it was exported for the first time. In 1908, it was first produced in Vienna. Dr. August Oetker died in 1918. In 1920, his company was taken over by Dr. Richard Kaselowsky. The company already had more than 600 employees. He tried new marketing techniques, and continued with taking growth opportunities in foreign countries by introducing production and sales points in France, Poland, Belgium, Denmark and Italy.

Extraits

[...] < number > Dr.Oetker in France A short history Dr.Oetker was established by the purchase of the company Ancel : purchase of the Ansett Company : purchase of Ancel. The products remain sold under the Ancel brand. Since this year, products are distributed under the name Dr.Oetker. logo_ancel2 Analyses of the competitors Sector of the desserts : fresh products, industrial pastry making, desserts are sold in grocery markets, prepared desserts. [...]

[...] These changes appeared according to: Changes in our social behavior Changes in our eating habits and Changes in our thinking j0199283j0195384 < number > < number > Product range in the food area Product developments Baking and preserve In the year 1891: In the year 2007: a thing only for woman a thing for the whole family < number > < number > Product range in the food area Product developments Desserts, sweat meals, cold desserts, snacks and yoghurt In the past the people Today we eat several times ate 3 times a day: a day because: breakfast, lunch and dinner it's healthier, we have no time, etc. Dr. Oetker saw the change in our eating habits and reacted with a new product division. < number > < number > Product range in the food area Product developments Pizza Since every household has his own fridge, the frozen pizza has become a cultic-product. But the idea of low-calorie-food periled the frozen pizza, known as a kind of fast-food. But Dr. Oetker reacted with a new frozen pizza: the Dr. [...]

[...] Oetker discovered the idea for a completely new product in the product range. For approximately 10 years, Bio-Food became very important for people Dr. Oetker enlarged his cereals line for special Bio-Cereals: Vitalis Bio Fruit Cereals Vitalis Bio Chocolate Cereals < number > < number > Product range in the food area Product developments Ingredients Dr. Oetker was the first company who developed Crème Fraîche at the German market 20 years ago. Crème Fraîche was an important improvement in the German cooking history. For a conscious and contemporary nutrition Dr. [...]

[...] Oetker- group 1960 product range enlargement: ice-cream New innovation: frozen pizza Answer to an increasing number of households with a freezer < number > < number > Company ‘s background The company today Great- grandson: head of the company Concentration again on basic products Boosted international engagement Most successful products: baking ingredients, desserts and pizzas Dr. August Oetker < number > < number > Content Company's background Oetker- group 2.1 Structure 2.2 Turnover breakdown Product range in the food area < number > < number > Oetker- group Structure Dr. Oetker GmbH -Dr. August Oetker Nahrungsmittel KG -Dr. August Oetker Frischeprodukte -Costa Meeresspezialiäten -Dr. [...]

[...] Richard Kaselowsky 1.3 After second world war 1.4 The company of today Oetker- group Product range in the food area < number > < number > Company ‘s background 1890- 1919 under Dr. August Oetker Pharmacist Dr. August Oetker invents the « Backin » « Backin »=> baking powder Its advantage: durable and tasteless That's why: easy to handle for private households Increasing number of homemade bakery products (thanks to this invention) In 1900 first exportation abroad In 1908 first production location in Vienna Dr. [...]