Reposition a 50-Year-Old German Gummy Maker for Gen Z
Overview
What this challenge is about.
Build a Gen Z repositioning strategy for a legacy German gummy brand using sales data and surveys. Earn a verifiable certificate.
The scenario
A privately held, family-run confectionery manufacturer founded in the mid-1970s in southern Germany, employing a few hundred people and selling traditional fruit gummies primarily through national grocery and drugstore chains. Revenue has been broadly flat while the core buyer base ages past 45, and younger shoppers increasingly pick newer, values-led snack brands, forcing the company to act before shelf space and relevance erode further.
The Brief
What you'll do, and what you'll demonstrate.
How can a legacy German fruit-gummy maker reposition itself to win Gen Z consumers in Germany without alienating the older customers who still generate most of its sales?
Earning criteria — what you'll demonstrate
- Translate raw sales and survey data into defensible segmentation, targeting, and positioning decisions
- Design a coherent marketing mix (product, price, place, promotion) that fits a specific company's constraints and heritage
- Build and interpret a customer lifetime value model to justify acquiring a new consumer segment
- Balance attracting a new audience against retaining an existing, higher-value customer base
- Communicate a strategic recommendation clearly to a non-technical ownership audience
Program Fit
Where this fits in your program.
Sharpens the same skills your degree expects you to demonstrate.
Aligned coursework coming soon.
Skills
Skills you'll demonstrate.
Each one shows up on your verified credential.
- Strategic Marketing
Apply strategic marketing to solve real industry problems and demonstrate production-level capability.
- Segmentation Targeting Positioning
Apply segmentation targeting positioning to solve real industry problems and demonstrate production-level capability.
- Marketing Mix
Apply marketing mix to solve real industry problems and demonstrate production-level capability.
- Customer Lifetime Value
Apply customer lifetime value to solve real industry problems and demonstrate production-level capability.
- Data Driven Marketing
Apply data driven marketing to solve real industry problems and demonstrate production-level capability.
Careers
Career paths this challenge builds toward
Completing this challenge demonstrates skills that transfer directly to these roles:
Brand Strategist
This challenge mirrors the core work of a brand strategist: diagnosing why a heritage brand is losing relevance, choosing a target audience from evidence, and articulating a distinctive positioning that respects existing equity while opening a new growth path.
This challenge sharpens
- strategic-marketing
- segmentation-targeting-positioning
- data-driven-marketing
Marketing Analyst
Building a customer lifetime value model and reading sales-by-cohort data to recommend a marketing mix is exactly what marketing analysts do daily, turning messy commercial data into investment decisions leadership can defend.
This challenge sharpens
- customer-lifetime-value
- data-driven-marketing
- marketing-mix
Consumer Insights Consultant
Synthesizing survey signals and market data into segmentation and a credible value proposition prepares you for consultancy work where clients pay for clarity on who to target and why, grounded in evidence rather than opinion.
This challenge sharpens
- segmentation-targeting-positioning
- strategic-marketing
- customer-lifetime-value