{"id":5270,"date":"2021-12-07T10:22:55","date_gmt":"2021-12-07T09:22:55","guid":{"rendered":"https:\/\/www.ihrcoachinginstitut.de\/?p=5270"},"modified":"2026-04-14T05:26:46","modified_gmt":"2026-04-14T03:26:46","slug":"selective-demarketing","status":"publish","type":"post","link":"https:\/\/www.ihrcoachinginstitut.de\/en\/selektives-demarketing\/","title":{"rendered":"SHITSTORM, IMAGE DAMAGE"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Selective demarketing using well-known practical examples. Thanks go to Frank Keuper, C-Level Coach at <strong>Your Coaching Institute <\/strong>and Managing Partner <strong>TRANSTECHTURE<\/strong> and Jassir Qushta, Associate Principal TRANSTECHTURE.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Lonsdale (Fashion)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The English fashion brand&nbsp;<strong><em>Lonsdale<\/em><\/strong>, which primarily offers sports and sports leisure clothing, was increasingly in demand in the past from customers who wore the clothing at right-wing extremist rallies in particular. The reason for this was the NSDA lettering in the brand name. Customers who do not share right-wing extremist views and also do not want to be associated with them were increasingly put off by the brand's charged image. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As a result, demand in these market segments declined. Department stores took the brand&nbsp;<em>Lonsdale<\/em>from its range and the Berlin police temporarily banned its officers from wearing the brand on duty. The company reacted to the unintended charging of the brand with an increased commitment to events of a politically opposing orientation and openly communicated the undesirability of right-wing extremist customers (\u201e<strong>Not interested in Nazis<\/strong>\u201e). <\/p>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<figure class=\"wp-block-pullquote\"><blockquote><p>The chosen demarketing instrument, i.e. advertising for a political view that the unwanted customers do not accept, was basically effective, but took effect far too late.&nbsp;<strong>The company is still struggling with the damage to its image today<\/strong>.<\/p><\/blockquote><\/figure>\n<\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.ihrcoachinginstitut.de\/wp-content\/uploads\/2021\/12\/grafik-1-1024x576.png\" alt=\"Many hands in colors of the rainbow. Damage to the image of Frankfurt am Main.\" class=\"wp-image-5275\" style=\"width:840px;height:472px\" title=\"Damage to the image of Frankfurt am Main\" srcset=\"https:\/\/www.ihrcoachinginstitut.de\/wp-content\/uploads\/2021\/12\/grafik-1-1024x576.png 1024w, https:\/\/www.ihrcoachinginstitut.de\/wp-content\/uploads\/2021\/12\/grafik-1-300x169.png 300w, https:\/\/www.ihrcoachinginstitut.de\/wp-content\/uploads\/2021\/12\/grafik-1-768x432.png 768w, https:\/\/www.ihrcoachinginstitut.de\/wp-content\/uploads\/2021\/12\/grafik-1-18x10.png 18w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Shitstorm, image damage, Frankfurt am Main, coaching, coach.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Selective demarketing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Unwanted customers, so-called&nbsp;<strong>Deficit customers&nbsp;<\/strong>in the sense of the&nbsp;<strong>selective demarketing<\/strong> are<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>unprofitable, strategically insignificant customers and<\/li>\n\n\n\n<li>secondly, originally profitable but strategically insignificant customers that are also unprofitable when their derivative negative spillover effects are taken into account.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Under&nbsp;<strong>selective demarketing<\/strong>we understand&nbsp;<strong>the targeted management of demand from non-target markets and loss-making customer relationships&nbsp;<\/strong>with the aim of optimizing the efficiency and effectiveness of the entire customer base. As part of the&nbsp;<strong>selective demarketing, we focus overall demand more strongly on the value proposition<\/strong>. In doing so, we avert the risks associated with possible customer exclusion (e.g. shitstorms) from the company.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Another example shows how difficult it is to implement selective demarketing.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Abercrombie &amp; Fitsch (Fashion)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">With&nbsp;<strong><em>Abercrombie &amp; Fitsch<\/em><\/strong>&nbsp;From the company's point of view, overweight people did not meet the requirements of the US fashion company's target group. They therefore had a negative impact on the company's image and were therefore undesirable. The fashion company removed selected large clothing sizes from its range after publicly distancing itself from overweight people and describing them in dehumanizing terms. The communication of the measure was particularly unfavorable. The statement \u201e<strong>Fatchicks will never be part of the ingroup<\/strong>\u201c triggered a&nbsp;<strong>Shitstorm<\/strong>&nbsp;from.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>Unsuccessful examples of unprofessional selective demarketing can be found not only in the fashion industry.<\/p><\/blockquote><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Kabel Deutschland, today Vodafone (telecommunications)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Cable Germany<\/em><\/strong>&nbsp;(now Vodafone) determined that the excessive use of the DSL flat rate by heavy users was having a negative impact on the overall calculation. The heavy users, who were undesirable from the provider's point of view, were initially warned and terminated if their undesirable behavior did not change.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u201cUnfortunately, we have to inform you that you have come to our attention as part of our consumption analysis with a very high data consumption. (...). If your usage behavior does not change in the sense of a significant minimization of the transmitted data volume, we will be forced (...) to terminate your contract with Kabel Deutschland Vertrieb und Service GmbH &amp; Co. KG without further notice.\u201c<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The&nbsp;<strong>negative press was huge<\/strong>. Today, telecommunications companies are behaving much more intelligently. They point out to the user that the usage is too intensive and offer the option of a surcharge. This is much better received by the target group.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1 &amp; 1 (Telecommunications)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Also&nbsp;<strong><em><a href=\"https:\/\/www.1und1.de\/\" target=\"_blank\" rel=\"noopener\">1 &amp; 1<\/a>&nbsp;<\/em><\/strong>had to report negative effects on the overall result in the past due to excessive use of the DSL flat rate by heavy users. Excessive users were offered termination, in some cases in conjunction with a severance payment of EUR 100. Users who accepted the offer were not accepted as customers again - for all other customers, the contractual relationship remained unchanged. Although there were negative reactions from affected customers and observers, most customers probably accepted the offer and looked for another provider.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">ARAG (insurance)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The insurance company&nbsp;<strong><em>ARAG<\/em><\/strong>&nbsp;was confronted with customers of its legal insurance offering who became unprofitable and unwanted due to a high number of reported and settled claims. ARAG responded to the unprofitability by terminating all of the approximately 80,000 legal insurance contracts with the provider. As far as is known, the terminations were carried out in accordance with the contractual agreements. The&nbsp;<strong>Ending unprofitable relationships<\/strong>&nbsp;had a very positive effect on the company's result.&nbsp;<strong>Negative effects are not known<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Kronenbourg (beer industry)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Customers who drank the beer very quickly and excessively for social reasons (performance drinkers) were undesirable for the premium beer brand Kronenbourg. This damaged the manufacturer's premium image. The company had an advertising campaign created that encouraged people to enjoy the drink slowly and calmly. This was intended to demotivate the undesirable customers who stood out for drinking particularly quickly. As the&nbsp;<strong>Motives of unwanted customers not met<\/strong>&nbsp;the&nbsp;<strong>Measure has no real effect&nbsp;<\/strong>unfolds.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Cristal (Champagne sector)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">After the US musician&nbsp;<strong>Jay-Z<\/strong>&nbsp;the exclusive champagne \u201e<strong><em>Cristal<\/em><\/strong>&#8220; von L. Roederer in seinen Musikvideos verwendete und bei einem Liveauftritt Live-Auftritt \u00fcber T\u00e4nzerinnnen sch\u00fcttete, ging die Nachfrage in dem Zielsegment des Anbieters zur\u00fcck. So wurde u.&nbsp;a. davon berichtet, dass Getr\u00e4nke der Marke f\u00fcr ausgew\u00e4hlte Golfturniere nicht mehr bestellt wurden. Das Unternehmen distanzierte sich \u00f6ffentlich \u00fcber einen Unternehmenssprecher von dem unerw\u00fcnschten Musiker.&nbsp;<strong>An outcry went through the rap world<\/strong>. This outcry is a good example of how a negative customer recommendation in the group of undesirable customers can reinforce the effect of demarketing measures. Today, the \u201eCristal\u201c has re-established itself in the luxury segment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The selected examples only reflect a small part of the often unprofessional demarketing activities. As a rule, they are uncoordinated measures that are not based on a management approach.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u200b<strong>Professional selective demarketing<\/strong> means change through&nbsp;<strong>Critical reflection of the customer portfolio<\/strong>, to START NEW, CHANGE the STATUS QUO and GROW through&nbsp;<strong>Ethically reflected reduction<\/strong>&nbsp;to ACHIEVE.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Selective demarketing not only focuses on the desired customers, but also sharpens brand awareness, focuses on corporate and marketing ethics, prioritizes employees (employees first, customers second), frees up resources and creates space for change.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The examples outlined show:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p><strong>Selective demarketing is primarily a strategic instrument<\/strong>&nbsp;and not an operational crisis manager.<\/p><\/blockquote><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">Find out more about our coaching services: <a href=\"https:\/\/www.ihrcoachinginstitut.de\/en\/business-coaching-frankfurt\/\">Business Coaching<\/a>, <a href=\"https:\/\/www.ihrcoachinginstitut.de\/en\/executive-coaching-frankfurt\/\">Executive Coaching<\/a> and <a href=\"https:\/\/www.ihrcoachinginstitut.de\/en\/leadership-coaching-frankfurt-2\/\">Management coaching<\/a> in Frankfurt and throughout Germany.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">About the author<\/h2>\n\n\n\n<h2 class=\"wp-block-heading\">Frequently asked questions<\/h2>\n\n\n\n<h2 class=\"wp-block-heading\">Practical tips: How to get the most out of your coaching<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The success of a coaching process depends largely on your own willingness and preparation. Before you start coaching, you should take the time to clearly formulate your goals. What exactly do you want to change? What specific results do you expect? The more precise your objectives, the more focused the coaching process can be.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Between the individual sessions, it is important to actively integrate the insights you have gained into your everyday life. Keep a coaching diary in which you record your progress, challenges and \"aha\" moments. This reflection reinforces the transfer effect and makes your personal development visible. Many of our clients report that the time between sessions is crucial for lasting change.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Be open to new perspectives and be prepared to question habitual thought patterns. A good coach will challenge you without overwhelming you. Trust the process, even if individual steps seem unfamiliar at first. The best results are achieved when you get involved in the collaboration and play an active role in shaping it. Our experience at Ihr Coaching Institut in Frankfurt has shown that clients who have this basic attitude achieve their goals much faster and more sustainably.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">SHITSTORM, IMAGE DAMAGE is not a topic that can be reduced to a simple formula. The key takeaways from this article:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Professional support makes all the difference:<\/strong> Whether in a business or personal context - an experienced coach measurably accelerates development processes.<\/li>\n\n\n\n<li><strong>Individual fit counts:<\/strong> There is no one-size-fits-all solution. The right method and the right coach are crucial to success.<\/li>\n\n\n\n<li><strong>Act now:<\/strong> Knowledge alone changes nothing. The first step is always the most important - and often the most difficult.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">If you are ready to take the next step, we are at your side as experienced sparring partners. A non-binding initial consultation will clarify whether and how we can support you.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Scientific basis and effectiveness<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The effectiveness of coaching has been proven by numerous scientific studies. A meta-analysis by the International Coach Federation shows that 80% of coached individuals experience a significant improvement in their self-efficacy. Other studies show positive effects on stress reduction, decision-making quality and interpersonal communication.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Research provides impressive results, particularly in the area of leadership development. A study by the Manchester Consulting Group showed an average return on investment of 5.7 times the coaching budget invested. The improvements were reflected in increased productivity, higher employee satisfaction and improved working relationships.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Neurobiological research explains why coaching is so effective: new neuronal connections are formed in the brain through targeted reflection and new experiences of action. This process, known as neuroplasticity, enables lasting changes in behavior. At Ihr Coaching Institut, we work exclusively with evidence-based methods that put these scientific findings into practice. Our certified coaches combine sound specialist knowledge with many years of practical experience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Read also:<\/strong> <a href=\"https:\/\/www.ihrcoachinginstitut.de\/en\/coaching-basics\/\">Coaching basics<\/a>, <a href=\"https:\/\/www.ihrcoachinginstitut.de\/en\/coaching-costs\/\">Coaching costs &amp; fee<\/a><\/p>\n\n\n<div id=\"rank-math-faq\" class=\"rank-math-block\">\n<div class=\"rank-math-list\">\n<div id=\"faq-5270-0\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question\">What is meant by SHITSTORM, IMAGE DAMAGE?<\/h3>\n<div class=\"rank-math-answer\">\n\n<p>SHITSTORM, IMAGESCH\u00c4DEN describes a targeted development process based on scientifically sound methods. The certified coaches at the ICI Frankfurt support you in achieving sustainable change.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-5270-1\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question\">What advantages does SHITSTORM, IMAGESCH\u00c4DEN offer?<\/h3>\n<div class=\"rank-math-answer\">\n\n<p>The benefits include: clearer goal orientation, more effective communication and sustainable behavioral changes. Studies show that professional coaching can increase ROI by a factor of 5 to 7.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-5270-2\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question\">How do I find the right coach for SHITSTORM, IMAGESCH\u00c4DEN?<\/h3>\n<div class=\"rank-math-answer\">\n\n<p>Look for recognized certifications (ICF, DBVC), proven experience and a personal fit. The ICI Frankfurt offers a non-binding initial consultation to help you find the right coach from our team of 35 experts.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-5270-10\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question\">How long does a typical coaching process take?<\/h3>\n<div class=\"rank-math-answer\">\n\n<p>A typical coaching process comprises 8-12 sessions over a period of 3-6 months. The exact duration depends on the individual goals and progress. Initial results can often be seen after 2-3 sessions.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-5270-11\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question\">How can I recognize a reputable coach?<\/h3>\n<div class=\"rank-math-answer\">\n\n<p>Look for recognized certifications (ICF, DBVC, DCV), sound training, demonstrable professional experience and transparent methods. A reputable coach offers a non-binding initial consultation and works with clear agreements.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-5270-12\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question\">What is the difference between coaching and therapy?<\/h3>\n<div class=\"rank-math-answer\">\n\n<p>Coaching is future-oriented and focuses on achieving goals and developing potential. Therapy, on the other hand, treats mental illnesses and focuses on the past. Coaching is aimed at healthy people who want to develop further.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-5270-13\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question\">Can coaching also take place online?<\/h3>\n<div class=\"rank-math-answer\">\n\n<p>Yes, online coaching is just as effective as face-to-face coaching. Studies show that the coaching results are comparable regardless of the format. Online coaching also offers flexibility and time savings.<\/p>\n\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Tim S. Tabrizi is the founder and managing director of Ihr Coaching Institut (Frankfurt). Certified Executive Coach (ICF, DBVC) with over 15 years of experience. 35 coaches throughout Germany. <a href=\"https:\/\/www.linkedin.com\/in\/shahriartabrizi\/\" target=\"_blank\" rel=\"noopener\">LinkedIn profile<\/a> | <a href=\"https:\/\/www.linkedin.com\/company\/67693297\/\" target=\"_blank\" rel=\"noopener\">Your coaching institute on LinkedIn<\/a> | <a href=\"\/en\/about-us-coaching-frankfurt\/\">Author page \u2192<\/a><\/p>\n\n\n\n<div style=\"background:#c0392b;padding:32px 36px;border-radius:8px;margin:32px 0;color:#fff;\">\n<p style=\"font-size:1.3em;font-weight:700;margin:0 0 12px;text-transform:uppercase;letter-spacing:1px;\">Arrange a free initial consultation<\/p>\n<p style=\"margin:0 0 4px;font-size:1.05em;\">Head office: +49 69 7880 7771<\/p>\n<p style=\"margin:0 0 20px;font-size:1.05em;\">Executive Line: +49 174 1614 254<\/p>\n<a href=\"https:\/\/calendly.com\/ihrcoachinginstitut\/30min\" target=\"_blank\" rel=\"noopener\" style=\"display:inline-block;padding:14px 32px;border:2px solid #fff;color:#fff;text-decoration:none;font-weight:700;font-size:1em;text-transform:uppercase;letter-spacing:1px;border-radius:4px;\">Book an appointment online<\/a>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Selective demarketing based on well-known practical examples. Thanks go to Frank Keuper, C-Level Coach at Ihr Coaching Institut and Managing Partner TRANSTECHTURE and Jassir Qushta, Associate ... <\/p>\n<p class=\"read-more-container\"><a title=\"SHITSTORM, IMAGE DAMAGE\" class=\"read-more button\" href=\"https:\/\/www.ihrcoachinginstitut.de\/en\/selektives-demarketing\/#more-5270\" aria-label=\"Read more about SHITSTORM, IMAGESCH\u00c4DEN\">Read more<\/a><\/p>","protected":false},"author":1,"featured_media":5275,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-5270","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-33","resize-featured-image"],"_links":{"self":[{"href":"https:\/\/www.ihrcoachinginstitut.de\/en\/wp-json\/wp\/v2\/posts\/5270","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ihrcoachinginstitut.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ihrcoachinginstitut.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ihrcoachinginstitut.de\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ihrcoachinginstitut.de\/en\/wp-json\/wp\/v2\/comments?post=5270"}],"version-history":[{"count":1,"href":"https:\/\/www.ihrcoachinginstitut.de\/en\/wp-json\/wp\/v2\/posts\/5270\/revisions"}],"predecessor-version":[{"id":37435,"href":"https:\/\/www.ihrcoachinginstitut.de\/en\/wp-json\/wp\/v2\/posts\/5270\/revisions\/37435"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ihrcoachinginstitut.de\/en\/wp-json\/wp\/v2\/media\/5275"}],"wp:attachment":[{"href":"https:\/\/www.ihrcoachinginstitut.de\/en\/wp-json\/wp\/v2\/media?parent=5270"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ihrcoachinginstitut.de\/en\/wp-json\/wp\/v2\/categories?post=5270"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ihrcoachinginstitut.de\/en\/wp-json\/wp\/v2\/tags?post=5270"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}