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

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WP 6 Work Package - Summary on progress which

has been made

Shop Chec k Hana Bar

• nijan

Budva, 14th of Oc tober 2009

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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

• 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

• 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

• 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
• T

he ma in sho p c he c k is still in pro g re ss NOW-----------------------------

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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).

• 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

• nzum

– I n Slo ve nia Use d q ue stio nna ire she e t

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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

• 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 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?

? ? ? ? ? ?

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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

• 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

• 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

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Example – Fit Yoghurt Effect

CLAIM (the text which explains product specificity) SPECIFIC CONTENT (fat content, q10 etc,

• r if there is 0%
• f some

ingredient,; only that what makes this product specific) REMARKS (how the claim communicates with the consumer, in this case it is the picture of with girl) BRAND (there is also FIT YOGHURT, it is important to write the whole brand name FIT JOGURT EFFECT) PRODUCT DENOTATION (the main information specific for this article)

• 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 a nd stric t instruc tio n fo r inte rvie we rs. Also the e xa mple (c o nfirme d b y BE L ) wa s g ive n in a dva nc e .

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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

• 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.

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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

• 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

– All distrib ute rs a re ve ry se nsitive to pric e c he c king

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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 : 19th – 28th Oc to b e r

• Da ta b a se c le a ning a nd re sults c he c king SMMRI

Be lg ra de : 29th Oc to b e r – 4th No ve mb e r

• Se nding da ta file to BE

L 5th No ve mb e r