In this episode, I speak with Oliver Kümin:
International MBA at IESE, Barcelona, Spain
A Quadrilingual executive with 20 years of experience marketing and commercial experience in FMCG
Member of the Management Team and substantial Experience in Line Management
Filiberto Amati and guest Oliver Kümin explore the dynamics of the Swiss retail and food sectors. The discussions feature the dominance of Coop and Migros in the food market, the influence of German discounters, and the rise of urban and specialist stores. They highlight the shift towards urban shopping, cross-border shopping influences, and the relatively low impact of digital commerce in the Swiss food market. Insights include the low product innovation in Switzerland compared to neighboring countries and specific strategies like direct-to-consumer models and social media marketing for new brands. Premium brand Läckerli Huus's omnichannel distribution is detailed, emphasizing the importance of KPIs in product management and market readiness. The narrative also covers the transition from corporate environments to entrepreneurship, stressing the value of patience, customer feedback, and practical innovation.
In this Episode:
00:00 Introduction
01:01 Meet Oliver Kümin: From Corporate to Family Business
02:35 The Swiss Retail Landscape: Challenges and Changes
26:15 Navigating Product Launches and Investments
27:08 Omni-Channel Distribution Strategy
36:18 Portfolios: Balancing Innovation and Market Reality
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