After a semester of gathering information and analyzing the brand Inzersdorfer, our students could finally present their results to our client. Based on an online survey with 765 participants, the students were able to find promising approaches to tackle the positioning of the brand in the highly competitive convenience market.

The focus of the analysis was on communication methods with Gen Z. We could saw that consumers of tomorrow are not just attracted by the traditional convenience food arguments like speed, convenience, and price, but especially sustainability, regionality, and health are influencing the product choice. However, not surprisingly, the taste was the number one argument for Gen Z. Therefore, it is crucial to start a “taste dialogue” with Gen Z and involve them in future product range decisions. Furthermore, the right communication channels are important factors for successful targeting.

We are thanking our client Inzersdorfer/Maresi for an exciting project task and are looking forward to future collaborations with you. Congratulations to our students of the course Retailing Marketing Consulting for such a successful project!