WP 6 Work Package - Summary on progress which has been made Shop - PowerPoint PPT Presentation

WP 6 Work Package - Summary on progress which has been made Shop Chec k Hana Bar onijan Budva, 14 th of Oc tober 2009 1

Chronological overview • T e xt Ac tivity 6.1 in DOW: De finitio n o f the sc o pe o f the re se a rc h a nd pre limina ry wo rk “S ho p c he c k: F o r e ac h pro duc t, data will be c o lle c te d abo ut c o mme rc ial name , pro duc ts c harac te ristic s, the firm and the pro duc t’s o rigin. S ho p c he c k will re sult in an almo st e xhaustive firm’s ide ntific atio n and in a go o d visualisatio n o f the diffe re nt pro duc ts pre se nt o n the marke t.” • E xplo ra to ry c he c k: the ma in a im: “T o have the first o ve rvie w o f pro duc ts with nutritio n and he alth c laims available in the she lve s o f hype rmarke ts.” (D4.1, pa g e 82) • E xplo ra to ry sho p c he c k wa s do ne in a ll c o untrie s b y F o c us Ba lka ns pa rtne r during summe r • Da ta g a the re d in e xplo ra to ry sho p c he c k we re se nt to SMMRI he ma in sho p c he c k is still in pro g re ss NOW----------------------------- � • T 2

Exploratory Shop check • T he ma in fa milie s o f pro duc ts c ho se n fo r sho p c he c k a re tho se in whic h a g ro fo o d pro c e sso rs ha ve de ve lo pe d func tio na l fo o ds until no w : – Da iry pro duc ts (Milk, yo g hurts) – F a ts (ma rg a rine ) – F ruit juic e – Ge ne ra l He a lth fo o d, ma inly inc luding c e re a ls pro duc ts – And die te tic fo o d pro duc ts, (fo r so me se le c te d pro duc ts like ja m a nd b isc uits). Use d q ue stio nna ire she e t • E xplo ra to ry sho p c he c k wa s do ne in the fo llo wing hype rma rke ts in a ll 6 c o untrie s: – I n Se rb ia : Me rc a to r, De lta Ma xi, Ro dic , T e mpo , Supe r Ve ro a nd Me tro – I n Ma c e do nia : Ra msto re , T ine x a nd Ve ro – I n Bo snia : De lta Ma xi – I n Mo nte ne g ro : Vo li – I n Cro a tia : Me rc a to r a nd K o nzum 3 – I n Slo ve nia

Exploratory Shop check • E xplo ra to ry c he c k wa s va lua b le - it g a ve the first insig hts a nd sa ve d us a lo t o f time ! We tha nk a ll the pa rtne rs fo r the ir e ffo rts! • On the o the r ha nd, a lo t o f info rma tio n ma de a lo t o f c o nfusio n to o ! – Bra nd, pro duc t a nd pro duc e r we re mixe d up, – Cla ims, spe c ific c o nte nt a nd re ma rks we re mixe d up – T o ta lly diffe re nt info rma tio n fo r the sa me b ra nds in diffe re nt c o untrie s • L o o k a t this pa c ka g ing – a ltho ug h it se e ms e a sy c a n yo u b e sure wha t is wha t? ? ? ? ? ? ? 4

Main Shop check • So , firstly, we ha d to unify the info fro m the sho p c he c ks g a the re d in diffe re nt c o untrie s. F o r tha t pro po se we ma de the fo llo wing ste ps: 1. We ma de o ne da ta se t (SPSS file ) with a ll pro duc ts fro m diffe re nt c o untrie s a nd ma de c o ding syste m fo r a ll pro duc t c ha ra c te ristic s 2. T he unit in this da ta se t is sub -b ra nd de fine d a s br and+c laim (if o ne b ra nd ha s diffe re nt c la ims a ll the se sub -b ra nds a re se pa ra te ly e nte re d in the da ta se t, fo r e xa mple : F it yo g hurt (c la im: 0% fa t), a nd F it yo g hurt e ffe c t (c la im: 0% fa t, a dde d Q10 a nd L -c a rnitin) 3. All sub -b ra nds we re c he c ke d o n the we b site s o f pro duc e rs a nd mista ke s we re re vise d 5

Example – Fit Yoghurt Effect • Se c o ndly, b a se d o n e xpe rie nc e fro m e xplo ra to ry SC we ma de a ve ry de ta ile d CLAIM a nd stric t instruc tio n fo r (the text which inte rvie we rs. Also the e xa mple explains (c o nfirme d b y BE L ) wa s g ive n product specificity) in a dva nc e . BRAND (there is also FIT YOGHURT, it is important to write the SPECIFIC whole brand name FIT CONTENT (fat JOGURT EFFECT) content, q10 etc, or if there is 0% of some REMARKS ingredient,; only (how the claim that what makes communicates this product with the specific) consumer, in this case it is the 6 picture of with girl) PRODUCT DENOTATION (the main information specific for this article)

Main Shop check • T hirdly, we sta rte d the sho p c he c k in Se rb ia , b ut the vo lume o f jo b wa s to o b ig ! • T he WP6 le a de r re q ue ste d tha t the da ta in sho p c he c k ha ve to b e c o nduc te d o n the le ve l o f a rtic le s (o r SK Us) – tha t is, info rma tio n a b o ut type o f pa c ka g e s a nd pric e s a s we ll • We sta rte d to do wo rk in Se rb ia in this wa y, b ut the inte rvie we r sta ye d 10 da ys just in o ne hype rma rke t (Me rc a to r in Se rb ia ) a nd he wro te mo re tha n 500 a rtic le s! • I t wa s o b vio us tha t the wo rk ne e ds to b e o ptimize d b e fo re we sta rt with the sho p c he c k in o the r 5 c o untrie s • So we ma de the fo llo wing ra tio na liza tio ns: – No t to g a in info rma tio n o n the le ve l o f a rtic le s b ut o n the le ve l o f sub - b ra nds (a nd o nly to write the numb e r o f diffe re nt pa c ka g e s a nd the pric e fo r 1l/ 1kg pa c ka g ing ) – I nste a d o f visiting 3 to 5 hype rma rke ts a nd 2 spe c ia lize d sho ps we a g re e d to visit 1 hype rma rke t a nd 1 spe c ia lize d sho p pe r c o untry. 7

Next steps • No w, we a re me rg ing the da ta g a the re d in Se rb ia with the o ne s fro m e xplo ra to ry sho p c he c k. • At the e nd o f this we e k we will sta rt with sho p c he c ks in o the r 5 c o untrie s. • Pla nne d hype rma rke ts: – Slo ve nia : Me rc a to r – Cro a tia : K o nzum – Bo snia : I nte re x – Se rb ia : Ro dic / Me rc a to r (a lre a dy do ne ) – Mo nte ne g ro : De lta Ma xi – Ma c e do nia : Ve ro • Re ma ining c ha lle ng e s: – Sinc e the inte rvie we rs ne e d to sta y lo ng in sho p (due to ve ry de ta ile d info ) we ne e d fo rma l pe rmissio n to do sho p c he c k, b ut still we c a n no t pro vide it in a ll c o untrie s • in Slo ve nia , fo r e xa mple , o nly Me rc a to r is willing to pa rtic ipa te , b ut still we did no t g e t o ffic ia l pe rmissio n fro m the m • in Bo snia we still c a n no t g e t pe rmissio n to do sho p c he c k in a ny hype rma rke t 8 – All distrib ute rs a re ve ry se nsitive to pric e c he c king

Revised timing… • F ie ldwo rk in 5 c o untrie s a nd e nte ring the da ta in SPSS da ta b a se : 19 th – 28 th Oc to b e r Be lg ra de : 29 th • Da ta b a se c le a ning a nd re sults c he c king SMMRI Oc to b e r – 4 th No ve mb e r 5 th No ve mb e r • Se nding da ta file to BE L 9