{"id":4081,"date":"2014-12-16T00:26:04","date_gmt":"2014-12-15T23:26:04","guid":{"rendered":"http:\/\/www.undsgn.com\/uncode\/?post_type=portfolio&#038;p=4081"},"modified":"2016-10-20T08:50:52","modified_gmt":"2016-10-20T06:50:52","slug":"strategiebegleitung_langenscheidt_ag","status":"publish","type":"portfolio","link":"https:\/\/www.kaiwulff.de\/en\/portfolio\/strategiebegleitung_langenscheidt_ag\/","title":{"rendered":"Strategiebegleitung Langenscheidt"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div data-parent=\"true\" class=\"vc_row has-bg need-focus style-color-rgdb-bg row-container\" id=\"row-unique-0\"><div class=\"row double-top-padding single-bottom-padding quad-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-right align_left column_parent col-lg-12 double-internal-gutter\"><div class=\"uncol style-spec style-dark\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-single-media  text-center\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"uncode-single-media-wrapper single-advanced\"><div class=\"tmb tmb-light tmb-overlay-text-anim tmb-overlay-anim tmb-overlay-text-center tmb-entry-title-uppercase  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg tmb-lightbox\" ><div class=\"t-inside\" ><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"t-entry-visual-cont\"><div class=\"dummy\" style=\"padding-top: 75.5%;\"><\/div><a href=\"https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq_6.jpg\"  class=\"pushed\" data-active=\"1\" data-lbox=\"ilightbox_single-54621\" data-options=\"width:894,height:675,thumbnail: 'https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq_6-300x227.jpg'\"><div class=\"t-entry-visual-overlay\"><div class=\"t-entry-visual-overlay-in style-dark-bg\" style=\"opacity: 0.2;\"><\/div><\/div><div class=\"t-overlay-wrap\"><div class=\"t-overlay-inner\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"t-overlay-content\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"t-overlay-text single-block-padding\"><div class=\"t-entry\"><i class=\"fa fa-plus2 t-overlay-icon\"><\/i><\/div><\/div><\/div><\/div><\/div><img decoding=\"async\" class=\"wp-image-54621\" src=\"https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq_6.jpg\" width=\"894\" height=\"675\" alt=\"\" srcset=\"https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq_6.jpg 894w, https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq_6-600x453.jpg 600w, https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq_6-300x227.jpg 300w, https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq_6-768x580.jpg 768w, https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq_6-uai-720x544.jpg 720w\" sizes=\"(max-width: 894px) 100vw, 894px\" \/><\/a><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><\/div><\/div><div class=\"vc_row row-internal row-container\"><div class=\"row row-child\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_child col-lg-6 col-md-33 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"icon-box icon-box-left\" ><div class=\"icon-box-icon fa-container\" ><span class=\"text-accent-color btn-disable-hover\"><i class=\"fa fa-cog2 fa-2x fa-fw\"><\/i><\/span><\/div><div class=\"icon-box-content\"><div class=\"icon-box-heading icon-box-fa-2x\"><h3 class=\"h5\">Strategieberatung<\/h3><\/div><p>Entwicklung und Einf\u00fchrung einer Direktverkaufs-Strategie. Von B2B zu B2C.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_child col-lg-6 col-md-33 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"icon-box icon-box-left\" ><div class=\"icon-box-icon fa-container\" ><span class=\"text-accent-color btn-disable-hover\"><i class=\"fa fa-heart3 fa-2x fa-fw\"><\/i><\/span><\/div><div class=\"icon-box-content\"><div class=\"icon-box-heading icon-box-fa-2x\"><h3 class=\"h5\">Vermarktungs-Strategie<\/h3><\/div><p>Entwicklung und Einf\u00fchrung einer Onlinevermarktungs-Strategie zum Markteintritt des neuen Langenscheidt Sprachlernprodukts IQ.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"vc_row row-internal row-container\"><div class=\"row row-child\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_child col-lg-6 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><img decoding=\"async\" class=\"wp-image-54622\" src=\"https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq_3.jpg\" width=\"886\" height=\"1252\" alt=\"\" srcset=\"https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq_3.jpg 886w, https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq_3-600x848.jpg 600w, https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq_3-212x300.jpg 212w, https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq_3-768x1085.jpg 768w\" sizes=\"(max-width: 886px) 100vw, 886px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_child col-lg-6 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><img decoding=\"async\" class=\"wp-image-54623\" src=\"https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq.jpg\" width=\"886\" height=\"1252\" alt=\"\" srcset=\"https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq.jpg 886w, https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq-600x848.jpg 600w, https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq-212x300.jpg 212w, https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq-768x1085.jpg 768w\" sizes=\"(max-width: 886px) 100vw, 886px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"vc_row row-internal row-container\"><div class=\"row row-child\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_center column_child col-lg-4 col-md-33 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_progress_label vc_pie_chart wpb_content_element\"  data-pie-value=\"85\" data-pie-label-value=\"\" data-pie-units=\"%\" data-pie-color=\"#d35400\" data-pie-width=\"5\" ><div class=\"wpb_wrapper\"><div class=\"vc_pie_wrapper\"><span class=\"vc_pie_chart_back\" style=\"border-width: 6px\"><\/span><span class=\"vc_pie_chart_value\"><\/span><canvas width=\"101\" height=\"101\"><\/canvas><\/div><p class=\"wpb_heading wpb_pie_chart_heading\">New Users<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_center column_child col-lg-4 col-md-33 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_progress_label vc_pie_chart wpb_content_element\"  data-pie-value=\"54\" data-pie-label-value=\"\" data-pie-units=\"%\" data-pie-color=\"#d35400\" data-pie-width=\"5\" ><div class=\"wpb_wrapper\"><div class=\"vc_pie_wrapper\"><span class=\"vc_pie_chart_back\" style=\"border-width: 6px\"><\/span><span class=\"vc_pie_chart_value\"><\/span><canvas width=\"101\" height=\"101\"><\/canvas><\/div><p class=\"wpb_heading wpb_pie_chart_heading\">Social Share<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_center column_child col-lg-4 col-md-33 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_progress_label vc_pie_chart wpb_content_element\"  data-pie-value=\"68\" data-pie-label-value=\"\" data-pie-units=\"%\" data-pie-color=\"#d35400\" data-pie-width=\"5\" ><div class=\"wpb_wrapper\"><div class=\"vc_pie_wrapper\"><span class=\"vc_pie_chart_back\" style=\"border-width: 6px\"><\/span><span class=\"vc_pie_chart_value\"><\/span><canvas width=\"101\" height=\"101\"><\/canvas><\/div><p class=\"wpb_heading wpb_pie_chart_heading\">Newsletter Registration<\/p><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"uncode-single-media  text-center\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"uncode-single-media-wrapper single-advanced\"><div class=\"tmb tmb-light tmb-overlay-text-anim tmb-overlay-anim tmb-overlay-text-center tmb-entry-title-uppercase  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\" ><div class=\"t-inside\" ><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"t-entry-visual-cont\"><div class=\"dummy\" style=\"padding-top: 75%;\"><\/div><a  class=\"inactive-link pushed\"><div class=\"t-entry-visual-overlay\"><div class=\"t-entry-visual-overlay-in style-dark-bg\" style=\"opacity: 0.2;\"><\/div><\/div><div class=\"t-overlay-wrap\"><div class=\"t-overlay-inner\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"t-overlay-content\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"t-overlay-text single-block-padding\"><div class=\"t-entry\"><i class=\"fa fa-plus2 t-overlay-icon\"><\/i><\/div><\/div><\/div><\/div><\/div><img decoding=\"async\" class=\"wp-image-54624\" src=\"https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq_4.jpg\" width=\"1024\" height=\"768\" alt=\"\" srcset=\"https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq_4.jpg 1024w, https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq_4-600x450.jpg 600w, https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq_4-300x225.jpg 300w, https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq_4-768x576.jpg 768w, https:\/\/www.kaiwulff.de\/wp-content\/uploads\/langenscheidt_referenz_kai_wulff_iq_4-uai-720x540.jpg 720w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><\/div><\/div><div class=\"vc_progress_bar wpb_content_element\" ><div class=\"vc_progress_label\" >Development<small class=\"vc_label\"> <span class=\"vc_label_units\"><span class=\"vc_progress_value\">90<\/span><span class=\"vc_progress_unit\">%<\/span><\/span><\/small><\/div><div class=\"vc_single_bar\" ><span class=\"vc_bar style-accent-bg\" data-percentage-value=\"90\" data-value=\"90\" ><\/span><\/div><div class=\"vc_progress_label\" >Design<small class=\"vc_label\"> <span class=\"vc_label_units\"><span class=\"vc_progress_value\">80<\/span><span class=\"vc_progress_unit\">%<\/span><\/span><\/small><\/div><div class=\"vc_single_bar\" ><span class=\"vc_bar style-accent-bg\" data-percentage-value=\"80\" data-value=\"80\" ><\/span><\/div><div class=\"vc_progress_label\" >Social Networks<small class=\"vc_label\"> <span class=\"vc_label_units\"><span class=\"vc_progress_value\">95<\/span><span class=\"vc_progress_unit\">%<\/span><\/span><\/small><\/div><div class=\"vc_single_bar\" ><span class=\"vc_bar style-accent-bg\" data-percentage-value=\"95\" data-value=\"95\" ><\/span><\/div><\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-0\" data-row=\"script-row-unique-0\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-0\"));<\/script><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p><strong>Langenscheidt Vermarktung<\/strong><br \/>\nMarkteinf\u00fchrung Langenscheidt IQ<\/p>\n<p>Umf\u00e4ngliche beraterische Begleitung ohne Personalverantwortung.:<br \/>\nLangenscheidt AG, M\u00fcnchen, vom April 2012 bis M\u00e4rz 2013<\/p>\n<h1>E-Commerce Strategie<\/h1>\n<p>Was die Marke zweifelsfrei und immer transportiert, ist zugleich auch ihr Kern: Sprachkompetenz. Was das bedeutet, wem es n\u00fctzt, das steht nicht nur im Kontext des Produkts sondern auch im Kontext der Gesellschaft \u2013 und ist der Zeit und ihrem Wandel unterworfen. \u00bbBr\u00fccken zu fremden V\u00f6lkern\u00ab titelte der Verlag 1956 im Jubil\u00e4umsbuch zum 100j\u00e4hrigen Bestehen. Im Kontext der damaligen Situation eine gro\u00dfartige Verbindung: Sprachkompetenz und V\u00f6lkerverst\u00e4ndigung.<\/p>\n<p>Mit Langenscheidt IQ liefert die Marke die richtigen Antworten auf die gesellschaftliche Entwicklung und stellt den Lernenden mit zunehmend individuellen Lernanspr\u00fcchen in den Mittelpunkt. Innovativ moderner Spracherwerb \u2013 zugleich ein neuer Kontext f\u00fcr den Markenkern. Und eine Strategie, mit der es elegant gelingt, aus dem Produkt heraus die Marke aufzuladen.<\/p>\n<p>Die Grundlagen daf\u00fcr stiftet eine eigenst\u00e4ndige Produktkommunikation, die den Anspruch auf Innovationsf\u00fchrerschaft mit bekannten Werten zeitgem\u00e4\u00df verbindet. Bildsprache und Design spielen dabei die Schl\u00fcsselrolle. Ma\u00dfgeschneidertes Lernen mit Sprachanl\u00e4ssen aus dem echten Leben, ein individueller Online-Lern-Manager, der die Komponenten den pers\u00f6nlichen Vorlieben anpasst \u2013 mit einem intelligenten Mix verschiedener Lernmedien setzt Langenscheidt technologisch neue Ma\u00dfst\u00e4be und strebt den Thron der Sprachlern-Angebote an. Als Zielgruppen f\u00fcr die Produktentwicklung ebenso wie f\u00fcr die Kommunikation wurden die trendgebenden Sinus-Milieus \u00bbPerformer\u00ab und \u00bbLiberal Intellektuelle\u00ab identifiziert, um zun\u00e4chst ziemlich spitz, langfristig dadurch aber breite Wirkung f\u00fcr die Marke zu entfalten.<\/p>\n<p>Wie das Produkt selbst bedient die gesamte Kommunikation Anspruch und Erwartungen der Zielgruppe und spiegelt \u00fcber \u00c4sthetik und Bildsprache deren Haltung: global-\u00f6konomisches Denken, stilistischer Avantgarde-Anspruch, selbstbestimmtes Leben, vielf\u00e4ltige intellektuelle Interessen. Visuelle Zitate aus dem bekannten Erscheinungsbild (Farbe, Typografie&#8230;) transportieren Vertrauen der Marke, die ihr Profil in umgekehrter Richtung ebenso bereichert: Zeitgem\u00e4\u00dfes, erfolgreiches, technologisch innovatives Lernen. So zeigt \u00bbLangenscheidt IQ \u2013 Der intelligente Sprachkurs\u00ab wie sich Werte intelligent potenzieren lassen, wenn Markentradition und Produktinnovation zusammentreffen.<\/p>\n<p>Premiere hatte das Produkt auf der Frankfurter Buchmesse 2012. Dort waren auch einige der Mittel zu sehen, die wir im Zuge der gesamten Entwicklung der Produktkommunikation umgesetzt haben.<\/p>\n<p>Aufgaben:<\/p>\n<p>    Strategie-Wechsel von B2B zu B2C<br \/>\n    E-Commerce, und von Retail zu online<br \/>\n    Positioning<br \/>\n    Planning<br \/>\n    E-Business<br \/>\n    Market-Intelligence<br \/>\n    Vermarktung<br \/>\n    Online-Media<\/p>","protected":false},"author":1,"featured_media":54450,"parent":0,"menu_order":2,"comment_status":"open","ping_status":"open","template":"","meta":{"footnotes":""},"portfolio_category":[64,65,66,67,68,137],"class_list":["post-4081","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio_category-strategy","portfolio_category-business_development","portfolio_category-sales_promotions","portfolio_category-e-commerce","portfolio_category-campaigns","portfolio_category-web"],"_links":{"self":[{"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/portfolio\/4081","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/portfolio"}],"about":[{"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/types\/portfolio"}],"author":[{"embeddable":true,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/comments?post=4081"}],"version-history":[{"count":16,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/portfolio\/4081\/revisions"}],"predecessor-version":[{"id":54910,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/portfolio\/4081\/revisions\/54910"}],"wp:attachment":[{"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/media?parent=4081"}],"wp:term":[{"taxonomy":"portfolio_category","embeddable":true,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/portfolio_category?post=4081"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}