[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.

Outcome
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.”

[/vc_column_text][/vc_column][/vc_row]



Address: Hofzeile 18-20, 1190 Vienna
Email: [email protected]
Admissions: [email protected]
Phone:+43 1 369 1818
TERMTIME OFFICE HOURS
Academic Coordination
Monday through Thursday:
9.00 - 15.00

Resident Permit Services:
Monday, Tuesday, Thursday:
9.30 - 17.00
Friday:
9.30 – 13.30
About Admission
LATEST NEWS

Blockchain Seminars – Be One Step Ahead

Whether you are a technical person, a business individual or simply interested in future technologies and the latest trends, our program gives you expert insights into this vibrant field and guides your path to becoming a Blockchain professional.

Congratulations to the Class of 2019

On June 28 we were pleased to welcome numerous families and friends to the Lauder Business School campus for a graduation celebration. In his welcome address our Executive Director Alexander Zirkler congratulated the graduates and introduced our Guest of Honor, the US Ambassador to Austria – his Excellency Trevor D. Traina.

Researching Real Estate Economics

Christian Reiner, senior researcher at LBS, has published a peer-reviewed article with the title “Concordance of office market cycles? Dynamics in European metropolises in the context of the financial and economic crisis”. The paper is joint work together with Robert Musil from the Austrian Academy of Sciences. It is published in the well-established, peer-reviewed German journal “Zeitschrift für Wirtschaftsgeographie”. The topic of the paper is strongly related to the LBS study program Strategic Finance & Business Analytics.

Fireplace Talk with the CEO of Austrian Airlines

On June 19 we were delighted to host the CEO of Austrian Airlines, Dr. Alexis von Hoensbroech, in the Lauder Business School ball room. He delivered an inspiring fireplace talk about his career path, the aviation industry in general, and the Austrian Airlines company structure and strategy.

QUICK LINKS