[vc_row][vc_column width=”1/2″][vc_column_text]Project title: One Second: Striving for Success (The new EU Food Labeling Regulations and its implication for an Austrian food importer)
Principal investigator: Prof. (FH) Mag. Julius Dem, MBA
Collaborators: IML 2013 Students
Client/cooperation partner: Winkelbauer GmbH (www.delikat-essen.at)
Duration: June 2014 – May 2015
Objectives of the project
Winkelbauer GmbH, an Austrian middle sized company which specializes in distributing premium international nutrition brands in Austria, requested support of the Lauder Business School to generate recommendations for One Second, a mint product. Due to changes in the labeling regulations of the European Union, the client needed support to cope with the required changes and also to generate opportunities to display the product in a more attractive way. As an additional objective, suggestions to improve performance and profitability should be elaborated on.[/vc_column_text][/vc_column][vc_column width=”1/2″][vc_single_image image=”18272″ border_color=”grey” img_link_target=”_self” img_size=”medium”][vc_empty_space height=”32px”][vc_single_image image=”18273″ border_color=”grey” img_link_target=”_self” img_size=”medium”][vc_empty_space height=”32px”][vc_single_image image=”18274″ border_color=”grey” img_link_target=”_self” img_size=”medium”][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][vc_column_text]Research methods
With the objective of identifying the elements in the EU regulation that directly affected the product and, subsequently, of generating appropriate suggestions, the following research design was employed: focus group, marketing analysis, strategic and positioning analysis, cost structure and sales analysis, and retailing analysis. In addition, drawbacks in the brand and product perception as well as benchmarks and best practices were examined.
After the conclusion of the project, numerous outcomes where achieved. From the legal perspective the project team came up with several suggestions as to how the new regulation can be addressed, while optimizing the space and presentation of the product label. Concomitantly, the team elaborated on the visual improvement of the label.
The research also assessed the current perception, positioning and USPs of One Second. Also in terms of retail, improvement potentials were evaluated on the example of the local retailer Billa. The team proposed synergies and cross-selling opportunities, which cumulated in suggestions for strategy alignment. Further propositions included establishing additional sales channels, reaching new markets, strengthening presence in social media, and maintaining current price levels with the end of capitalizing the USPs of this product compared to similar others.
As part of a final presentation, the project report was handed over to the CEO and the Head of Marketing of Winkelbauer GmbH. The set of measures as sketched-out above was very well received by the client. Charlotte Sacher, who is heading Winkelbauer’s marketing department, thanked the PBL team for their “informative and helpful presentation. We are going to discuss internally how to realize the one or other idea. It is for sure that it will influence our decision making process concerning One Second.”