Madleen Banze

Madleen Banze is a master's student in Marketing at the University of Münster in Germany. In her studies she is particularly interested in consumer needs and behavior and the resulting challenges for companies in the FMCG market.

Within her seminar paper she wants to research on the white spots of a German FMCG company, the way how these white spots can be served and how a corresponding marketing mix for this specific white spot look like. Nowadays, the competitive advantages are often short-lived in the FMCG sector and therefore firms must be able to respond quickly. Innovation as the development of commercially viable products or services can be a response to the fast-changing environment and is also one of the main drivers of firm’s performance. In order to derive a (new) product innovation, for firm’s it is of great interest to identify consumers preferences and purchase intentions to set the basis for the development of price, product attributes and promotion.

This knowledge could help companies to specifically address product innovation within their portfolio with the right marketing mix aligned with the customer needs and convince consumers buying their product.