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New strategies for the international roof segment in a business field project with Wienerberger AG

June 23, 2021

In the business field project with Wienerberger AG, students of the Master’s program in Marketing & Sales Management developed concepts for communication and sales promotion of roofing accessories in the international roof segment.

Students from the Master’s program in Marketing & Sales Management (4th semester) at FHWien der WKW gained an insight into international sales processes during an English-taught business field project with Wienerberger AG in the summer semester of 2021. The long-established Austrian company commissioned the students to identify new potential in the international roof segment by conducting a cross-national market research study and, based on this, to develop communication and sales concepts with a focus on cross-selling of “technical fittings” (roof accessories).

Data-based strategies from young marketing experts

Under the direction of Senior Researcher Ilona Pezenka, the students conducted an international market research study across 12 countries. Based on the results of the survey of more than 200 sales managers across Europe, the aim was to understand how Wienerberger can support the sales teams in the various markets best in order to increase sales of roofing accessories. For almost two months, seven groups worked continuously on analyses, ideas and concepts. The outcomes derived from the data analysis were multifaceted and ranged from concrete individual measures to well thought-out overall strategies including web applications.

New perspectives for the roof segment inspire client

The semester, which was characterized by distance learning, presented the students with additional challenges. Instead of a “live” final presentation at FHWien der WKW, the pitch to the client took place in a digital setting. Via online conferencing, each students’ team presented their concepts with a professional appearance, which was then intensively discussed. The presentations reflected the high level of expertise acquired in the previous semesters that was now skillfully put into practice.

Client Bernhard Brandtner, International Product Management Roof – Technical Fittings, Wienerberger AG, expressed his satisfaction with the varied, well-considered and professional concepts: “Based on the market research study that the students conducted for us, we were able to gather very exciting insights for the company and in particular the area of “roof” and “roof accessories”. The different groups and the new perspectives of the young marketing experts were very informative for us, and the pitches were very professional. Currently, the possibilities for the implementation of the best ideas in the company are being discussed.”

Project coaches Julia Gumhalter and Georg Feldmann from the Department of Communication at FHWien der WKW are also enthusiastic about the results of the business field project: “We are pleased that well-known, internationally active companies such as Wienerberger AG are seeking the support and cooperation of our students and are proud that this cooperation has ended with remarkable results.”

The students have summarized their impressions from the business field project with Wienerberger AG in this video:

>> Watch the video

Learn more about the Master’s program in Marketing & Sales Management at FHWien der WKW:

>> Master’s Program Marketing & Sales Management