01 - How does design set new standards in the food industry?
Piran Asci (KoRo)
How can new products be successfully launched in the food industry and gain the trust of customers through a strong brand identity? Piran Asci from KoRo provides insights into the company's strategies for differentiating itself in a market characterised by habits. Piran talks to host Moritz Marder about expansion plans in the USA and the importance of economic, environmental and social sustainability in corporate management - from data-driven sales strategies to sustainable supply chains and employee development.
Chapter
(00:00:00) - Introduction
(00:01:42) - Product launches and establishing the KoRo brand
(00:03:43) - Differentiation and brand building
(00:06:50) - Modular approach to product development
(00:12:40) - Brand and customer relationship
(00:19:00) - Target groups using the example of gaming
>> The podcast is held in German.
Key learnings
Focus on supply chains and manufacturer relationships
Close contact with suppliers and manufacturers is an important success factor for Koro. The company invests time and energy in understanding and optimising the quality of raw materials and production processes. The close dialogue with manufacturers often leads to new product ideas and improvements.
Modular product development
Instead of starting from a blank sheet of paper, KoRo takes a modular approach to product development. The team analyses the market, tests many products and identifies the strengths and weaknesses of competitors. Building on this, KoRo works closely with manufacturers to develop new products that are geared towards the needs of the market.
Branding and customer loyalty
KoRo attaches great importance to building a strong brand. In doing so, the company relies on an understated design that emphasises product quality and sets itself apart from the competition. By focussing on quality, KoRo is able to build strong customer loyalty. Many customers are prepared to pay a premium for the high-quality products and become loyal fans of the brand.
Guest:
Piran Asci | Consultant and former CEO of KoRo
Host:
Moritz Marder | Industrial Designer and Brand Consultant
Links
KoRo: https://www.korodrogerie.de/en/
Günter Faltin, Kopf schlägt Kapital: https://www.hanser-fachbuch.de/fachbuch/artikel/9783446435797
Stefan Merath, Dein Wille geschehe: https://www.gabal-verlag.de/buch/dein-wille-geschehe/9783869367514