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With focus on cheese specialties and high-quality dairy products, SAVENCIA Fromage & Dairy is one of the world’s leading milk processor, number 1 in Germany and number 4 worldwide. The company produces famous brands such as St Agur, Fol Epi, Bresso, Milkana or Géramont (to mention a few).

The first joint practice project between SAVENCIA Germany and Brand Academy launched on May 2nd, within the module Consumer Psychology and Insights, supervised by Prof. Dr. Yonca Limon-Calisan, at Brand Academy Hamburg Campus. It is the first German university partnership for SAVENCIA.

Christyn Reeves (Director Marketing Innovation) successfully lead two focus groups with International Brand Communication and Management Master’s students. It involved the development of several concepts in the area of snacking and spreads that shall be tested & further developed by students.

Our students were asked to rework and adapt concepts fit to the German market and consumer. Among others, three concepts were revisited in the “Spread and Snacks” category for the brand Brunch. The final presentation took place at Brand Academy on June 27th, 2019.

Key Facts

  • Module: Consumer Insights & Psychology
  • Professor: Prof. Dr. Yonca Limon-Calisan
  • Semester: 2nd Semester IBM & IBC

Research Methods:

  • Focus Group Interviews
  • Qualitative Data Analysis
  • Strategy and conceptual approaches
  • Conceptual solutions