Creating Differentiation in Competitive Markets with Fazer

The students were warmly welcomed to the Fazer Head Office by Briza Kronhamn, Senior Marketing Manager Frebaco, Anna Ek, Vice President Commercial Excellence Fazer Group, Emma Raaschou, Director, Head of Consumer Insight, and Hilma Krantz, Senior Specialist Category Management.

After delivering a clear and well executed introduction and brief of the case, Briza encouraged the students creative thinking by incorporating interactive elements into the workshop, allowing the group to fully immerse themselves in the case. The students were divided into three groups, each focused on solving the case using different perspectives related to consumer behavior, brand strategy, and future growth opportunities. 

The workshop created an engaging and collaborative environment where the students could directly apply knowledge from their studies to a real industry challenge, while also gaining valuable insights from experienced professionals at Fazer.

A huge thank you to Briza, Anna, Emma, and Hilma for planning and executing such an engaging and rewarding workshop.

Saga Baggströms, Key Account Manager, Fazer Retail Club 2025/2026