GrundigITES Markets

Executive Summary

I coordinated the market introduction of Grundig's -Teknihall - (Chinese team) new electric bicycle line across Spain, Italy , and Malta, steering the brand's expansion into the sustainable mobility sector. This strategic initiative required repositioning a traditional electronics brand in a new product category within a market increasingly focused on urban mobility solutions. By assembling and directing a specialized team combining product marketing, sustainability messaging, and experiential retail expertise, I created a comprehensive launch strategy that emphasized German engineering quality and environmental benefits. The carefully orchestrated campaign successfully established Grundig as a credible player in the Spanish e-bike market, building brand authority in a new category while achieving sales targets with optimized marketing investment.

Key Team Structure:

Lead Consultant: Myself as Category Launch / Marketing Strategist
Team Size: 10 professionals (4 marketing specialists, 2 product experts, 2 event coordinators, 2 retail trainers)

Project Duration: 10 months (4 months pre-launch development, 6 months execution and optimization)

Challenge

Grundig faced the complex challenge of entering the competitive electric mobility sector in Spain, Italy and Malta while being primarily known for household appliances and consumer electronics. The brand needed to build credibility in a new category while educating potential customers about their unique value proposition. Additionally, they needed to compete against established bicycle manufacturers who were already dominating the e-bike market in Spain. Specific challenges included:

Limited brand association with mobility products or outdoor equipment
Strong established competition from both traditional bicycle manufacturers and e-mobility specialists
Technical product complexity requiring significant consumer education
Need to develop specialized retail experiences and staff training
Balancing performance features with sustainability messaging
Regional differences in urban mobility needs and infrastructure across Spanish cities
Convincing consumers to trust a home electronics brand for a transportation product

Strategy

I designed a strategy that leveraged Grundig's reputation for German engineering and reliability while addressing the specific needs of the Spanish urban mobility market. The approach emphasized:

Positioning focused on urban commuting needs rather than sport/recreational use
Highlighting sustainability benefits that resonated with environmentally conscious Spanish consumers
Using Grundig's heritage in technology while acknowledging their newness to the category
Creating a distinction between "transportation appliances" and traditional bicycles
Developing an experiential marketing approach that prioritized test-rides and hands-on experiences
Building partnerships with urban sustainability initiatives across major Spanish cities
Implementing an iterative marketing approach that allowed for continuous optimization

Working within a structured framework inspired by agile principles, we planned three-week cycles of activity followed by comprehensive reviews to refine our approach based on market feedback.

Execution

I directed a multidisciplinary team that integrated digital marketing, events, public relations, retail training, and point-of-sale activities. Key execution elements included:
- Developing a comprehensive educational content series explaining e-bike benefits for urban commuters
- Creating interactive comparison tools that highlighted Grundig's advantages versus established competitors
- Organizing an extensive series of test-ride events in Madrid, Milan, Barcelona, Rome, Valencia, Seville, and Bilbao
- Implementing targeted digital campaigns based on commuting patterns and environmental interests
- Conducting regular A/B tests across messages, visuals, and offers to identify optimal combinations
- Training retail partners with a specialized curriculum on technical product features and customer concerns
- Establishing partnerships with urban sustainability initiatives to enhance brand credibility
- Developing a specialized after-sales service approach to build trust in product reliability
We also collaborated closely with municipal authorities to integrate our launch events with existing urban mobility initiatives, creating mutually beneficial partnerships that enhanced credibility.

Results

Exceeded first-semester sales targets by 22%

13% reduction in planned advertising spend through effective channel optimization
15% increase in organic traffic to product pages
72% positive ratings in initial product reviews
Successfully established brand presence in a new product category
Created a loyal early adopter community that became powerful advocates
Achieved 25% higher consideration among urbanites aged 25-45 than projected

WHAT PEOPLE ARE SAYING

"Thanks to Lester and his strong intercultural background, we learned a lot about the realities of the Spanish and Italian markets."

Jiadian Zhan -
Tecnihall CN BD team