Hitschler: „Wer nicht polarisiert, verliert“ – So knöpft Hitschies seinen Konkurrenten Markanteile ab
Der Süßwarenhersteller wächst schneller als der Markt. Firmenchef Philip Hitschler-Becker hat weder Laptop noch E-Mail-Account – aber 775.000 Follower. Hängt die Marke zu sehr an seiner Person?
Philip Hitschler-Becker, the 38-year-old CEO of the German confectionery company Hitschler, has gained significant attention for his unconventional approach to marketing and branding. Known for his frequent appearances on social media, Hitschler has transformed the once-struggling confectionery company into a recognizable brand with a vast online presence.
Since taking over the reins in 2017, Hitschler has implemented a strategy that prioritizes value over volume, focusing on increasing margins rather than just sales volume. He has cut losses in the business-to-business market, renegotiated terms with retailers, and shifted emphasis to the company's bottom line. This approach has paid off, as Hitschler's confections now enjoy a 2% market share in Germany, up from 1.7% in 2023, despite the overall sugar confectionery market growing by only 9%.
Written by urgent.news from Handelsblatt's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
