Marketing award to the watchdog
Radio Denmarks consumer programme Kontant receives Denmark’s largest marketing award
They do not have a product to sell. They do not have a marketing department. Still, the television programme Kontant is one of this year's two winners of Denmark’s largest marketing award.
They do not have a product to sell. They do not have a marketing department. Still, the television programme Kontant is one of this year's two winners of Denmark’s largest marketing award.
According to Associate Professor Mogens Bjerre from the Department of Marketing, this prize is not just a way to reward good marketing but also call attention to people who promote good marketing.
- Kontant plays a part in raising the standard of what is acceptable. They demonstrate that companies should not and cannot get away with everything, explains Mogens Bjerre.
The programme is known for bringing the cases of the consumers into focus. They have, among other things, drawn attention to dog dealers and the fact that everybody can be an undertaker.
The record player: From mass production to niche market
There is a kind of dualism in this year's award winners. On the one hand is a watchdog that makes sure that companies conduct themselves well, and on the other hand is a company, which has never been anywhere near the watchdog.
There is a kind of dualism in this year's award winners. On the one hand is a watchdog that makes sure that companies conduct themselves well, and on the other hand is a company, which has never been anywhere near the watchdog.
The company Ortofon produces and sells pick-ups to record players. This company’s target group has diminished heavily.
- Their mass market is dead and they are now a niche business. Not alone is it awfully hard in terms of management. But it is also an admirable marketing effort. The company has switched from being something for everybody to being very important to a few people only, says Mogens Bjerre.
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The HBH Foundation
The founder of the HBH Group, CEO Henrik Bødtcher-Hansen, is behind the HBH Marketing Award. He established HBH A/S immediately after the Second World War. Through creative and modern marketing he made the name HBH a household name because of the sale of quality products such as electric heating pads, sun lamps and appliances for kitchen, health and hair care. In 1991, he established the Henrik Bødtcher-Hansen Foundation, which since then has been granting Denmark's largest marketing award. |
Contact: Associate Professor Mogens Bjerre, tlf: 40 32 32 21 - Director of Communications Søren Toft, tlf: 26 19 01 19
Last updated by Lonnie Høegh 26/02/2009
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