Brand enhancement in a turbulent niche market environment – The case at TIPPER TIE

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Sandra Engel

Global Marketing Director Communications

TIPPER TIE TECHNOPACK GmbH

On April 17th, 2013 Sandra Engel (Global Marketing Director Communications - TIPPER TIE TECHNOPACK GmbH/Glinde) will give a lecture on the topic "Brand enhancement in a turbulent niche market environment". The lecture is open to the public. Space is limited, so please register ahead of time.

Abstract

TIPPER TIE, a Dover company, offers a versatile product portfolio of manufactured niche goods: Consumables e.g. closure solutions, packaging & processing machinery and production lines for food and non-food industries in 70 countries. Let yourself be surprised about the clientele from confectionery, poultry all the way to commercial explosives industry. TIPPER TIE had to face an unexpected stumbling block, while deriving from a “snug” oligopoly market into an unsteady  fragmented more internationalized market (BRIC), negatively affected by competitive and pricing pressure, mainly due to emerging large-scale “product piracy”. The core marketing initiatives that have lead to a heightened international brand awareness and necessary brand enhancement will herewith be illustrated. - Can a simple, but yet holistic brand exposure cultivate the staff´s mindset in a transitory company process of globalization? - Follow me on a challenging “marketing journey” from atomized marketing to global brand consistency on its way to brand preference.

Biography

Senior business executive Sandra Engel (37) is Global Marketing Director Communications and youngest member of the strategic Executive Board at TIPPER TIE. She has studied at the Euro-Business-College in Hamburg and at INSEAD in France.  She has worked in marketing management for 15 years in the pharmaceutical industry, in car rental business, in the tourism industry and nowadays in the engineering industry. TIPPER TIE is an international niche market player in food- and non- food industries in over 70 countries, belonging to the NYSE listed strategic investor Dover Corporation in Chicago. She received several design awards for her marketing work. Sandra Engel has been awarded for her voluntary work and conference organization at the Chamber of Commerce in Hamburg (JCI) and has been organizing quarterly networking event s for business women in Hamburg for the last five years.

More info about Sandra Engel

To register please send an email to:birgit.kappert(at)the-klu.org

The Lecture Series

The KLU Lecture Series is a forum for scientists and practitioners to talk and discuss on state-of-the art topics related loosely to logistics and entrepreneurship.