CASE STUDY

Case Study Analysis on Tchibo

Case Study Analysis on Tchibo

1. Introduction

A positive example of successful implementation of crowdsourcing campaigns is the community Tchibo ideas. Founded in 2008 on the platform for solving problems users may choose their desired product or everyday tasks and problems than can be solved by other community members as part of a design contest. Submissions are then presented and discussed by the online community. Each user can actively contribute his own ideas and experiences. The company itself it falls to the task of moderating the innovation process. The best solutions are also awarded regularly and in a multi-stage voting process as 'Idea of ??the Month' and 'idea of ??the year' and rewarded with cash prizes. In addition, the best object is named, for example, to invent a keyboard that cleans itself in January, 2011. Here, the Tchibo Group puts increased emphasis on not targeting the campaign to cost-conscious product development and excellent participants even explicitly to seek patent the ideas submitted. Convinced submitted a product proposal, Tchibo offers the author to a common, tempered license agreement for commercial use of the idea. Picture and name of the inventors are, in so far as wanted, and published online on the product packaging. The declared aim of the campaign is to maintain customer loyalty and loyalty of users. Here is the underlying assumption that customers do not want to just passively consume but to actively shape it. Products should not only be improved or provided with general feedback, but the Tchibo community they developed themselves unceremoniously and in fact the offer is accepted very well. In the first year after product launch four Community ideas have been implemented and successfully marketed. The case talks about Tchibo Ideas, an online platform where the users can present their innovative ideas regarding their daily schedules.

2. Literature Review

Community co-creation (social co-creation) refers to the ability of companies to create a community of consumers to co-create with their products or services. This is an area that is not specific to the web, but is still strongly correlated with social platforms that abound on the web. Some time ago, Francis Gouillart criticized both co-creation initiatives best known: Dell IdeaStorm and MyStarbucksIdea. According to him, it is fine to collect ideas on a centralized platform, it is still necessary to implement. This note aims to present a very interesting example of community co-creation, that of the German coffee chain Tchibo and its site -Ideas.de Tchibo (Ramaswamy & Gouillart, 2010).

The company was founded in 1949 and as a traditional business the production and sale of coffee - it's a little German Starbucks. Tchibo has, however, not follow the same strategy of increasing value as Starbucks, Tchibo is known for its wide range of products it offers in its stores: clothing, household equipment, travel and offer is renewed every week (hence the slogan "A new world every week"). This is not so much coffee as all these other products applies the co-creation community at Tchibo and ...