Students in the English-language Bachelor’s program in Corporate Communication developed market entry strategies for the expansion of the international brand Tilda Rice into the German market.
How can an international premium brand be positioned in a new market? Students in the English-taught Bachelor’s program in Corporate Communication (6th semester) tackled this question in their business field project during the summer semester of 2026. Based on thorough market research and target audience analysis, they worked in five agency teams to develop communication strategies for the premium rice brand Tilda. The goal was to position the brand in the German market and market it to the appropriate target groups using high-impact communication concepts.
The business field project presented a particular challenge for the teams: launching a premium product in one of Europe’s most price-sensitive consumer markets. In the final pitch to the clients, the student teams impressed with clear positioning strategies and creative, imaginative communication strategies designed to win over even price-sensitive consumers. Anna Beheshti, Head of Marketing at Tilda, is very pleased with the results:
“We were impressed by the strategic depth, creativity, and fresh outside perspectives the students brought to this brief. Their work gave us valuable insights for building a meaningful presence in Germany!”
This project goes beyond academics, allowing students to apply classroom knowledge to real-world challenges. The students were expertly guided through the steps from briefing to pitch by the two coaches, academic expert and lecturer Leyla Tavernaro-Haidarian and communications expert Heidi Hauer.