Analysis of Gaps in Competitors' PR Activities and Development of a Differentiation Strategy for Stella Green

Desired outcome

The task involves identifying not only the PR activities of Stella Green's competitors (manufacturers of recycled plastic products for the construction and gardening industry) but, more importantly, areas that are overlooked or underutilized in building brand awareness for eco-friendly construction and gardening products. Students will analyze competitors' strategies and propose unique ways to differentiate Stella Green through new, innovative communication approaches, engaging campaigns, and PR formats that have not yet been used in the industry.

Initial Problem Description

The eco-friendly construction and gardening accessories sector is becoming increasingly competitive, with companies heavily investing in the image of a sustainable brand. However, despite numerous PR and marketing campaigns, not all aspects of communication are fully leveraged.
Stella Green needs a strategy that not only keeps up with the market but also outpaces it, allowing the brand to stand out from the competition.
The task for students involves:
• Identifying gaps in competitors’ PR strategies – what key aspects are not being emphasized?
• Finding unconventional yet effective ways to build brand awareness.
• Proposing alternative PR and marketing formats that competitors have not yet adopted.
• Designing a unique PR strategy that will provide Stella Green with a competitive advantage.

Context

Stella Green operates in a market where effective differentiation is key. Most competitors focus on similar marketing narratives, making their messages repetitive and less engaging.
This task will allow:
• Understanding which channels and formats dominate the market and which remain underutilized.
• Identifying communication gaps where Stella Green can stand out.
• Creating a forward-thinking strategy that surpasses competitors and introduces new ways to engage customers.
• Developing engaging campaigns that effectively capture customer attention.

Connection to cross-cutting areas

• Circular Economy – How can sustainability and recycling be communicated in a more innovative way than competitors?
• Overall Sustainable Development – What ESG aspects are not adequately utilized by competitors, and how can Stella Green leverage them effectively?
• Industry 4.0 & Digitization – What modern advertising and digital marketing formats can help Stella Green differentiate itself in the industry?

Input

• List of competing companies (approx. 10-15 entities in the eco-friendly construction and gardening product sector).

Expectations

• Identification of PR strategies of 10-15 competing companies.
• Analysis of competitors' PR and marketing activities, including:
o What tone is used in their communication, and what content formats do they use?
o Which channels (digital and traditional) are utilized?
o Which campaigns have been successful, according to participants? What defines success?
o Which areas remain untapped or underutilized?
• Identification of market gaps – where and what type of PR and marketing activities are not actively pursued by competitors?
• Recommendations for future PR and marketing campaigns for Stella Green.

Desired Team Profile

• Students from fields such as economics, management, eco-business, business administration, international business, global business, industrial process engineering, international economics, business analytics, marketing management, managerial economics, economic policy and business strategy, branding, digital business processes, and logistics.
• Individuals with the ability to analyze brand communication strategies and messaging.
• Creative students capable of identifying market gaps.
• Experience in content marketing, digital PR, and storytelling is a plus.
• English proficiency at a minimum B1 level is required for international markets. For DACH countries, German proficiency at B1 or higher is an asset.

Additional Information

• When analyzing past PR and marketing efforts, students should consider cultural context, current events, and the market conditions in the recycled plastic industry at the time.
• Sustainability and recycling are crucial topics, but many companies communicate them in repetitive ways – the goal is to find a fresh, innovative approach.

Related Keywords

• Digitalization
• Electronics, IT and Telecomms
• Multimedia
• Communications
• Commercial Communications