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EATWELL

EATWELL. Kick-off meeting 11.-12.05.2009: Work package 3 and Project partner AU. Structure. Who is AU/MAPP? What is work package 3 about? Tasks in WP 3 and issues to discuss. Who is AU/MAPP?. Aarhus University, Aarhus School of Business, Department of Marketing and Statistics, => MAPP:

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EATWELL

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  1. EATWELL Kick-off meeting 11.-12.05.2009: Work package 3 and Project partner AU

  2. Structure Who is AU/MAPP? What is work package 3 about? Tasks in WP 3 and issues to discuss

  3. Who is AU/MAPP? Aarhus University, Aarhus School of Business, Department of Marketing and Statistics, => MAPP: “Centre for research on customer relations in the food sector”

  4. Who is AU/MAPP? • MAPP ... • carries out research on the development, marketing and distribution of foods in order to • address the interface between food companies and their markets; • collaborates with Danish food companies and trade organisations and takes part in EU-projects as e.g.: • FLABEL (Food Labelling to Advance Better Education for Life) • SEAFOODplus (Health promoting, safe seafood) • Eurecca (Harmonising nutrient recommendations across Europe) • TEMPEST (Temptations to eat)

  5. What is work package 3 about?

  6. WP3, Task 1: Case study • What is the definition of a case? • Case in the EU with a marketing tool/technique that • has successfully influenced consumer food choice, and • is potentially useful for public efforts to promote healthier eating.

  7. WP3, Task 1: Case study • Whatshouldbe the composition of the case collection? (I) • Cases should be selected with a spread in terms of

  8. WP3, Task 1: Case study • Whatshouldbe the composition of the case collection? (II) • Cases should especially but not exclusively be of the following types of marketing tools: • New product introductions, • New communicational measures, • Cause marketing, and • Product reformulations.

  9. WP3, Task 1: Case study • Examples

  10. WP3, Task 1: Case study • How to find these cases?

  11. WP3, Task 1: Case study • How to find these cases? … they might have to be narrowed down in various steps: All potential ideas for cases (~brainstorm) … Rule out cases that do not meet requirements (too old, non-food, …) Rule out un-documentable cases … (no proven success) Selection according to criteria (geographically, etc.) … > 30 cases that have to be explored in detail

  12. WP3, Task 2: Success factor analysis • Identify the success factor(s) for each case, especially looking at • cumulative effect of different communicational measures • Interaction of product and market communication • Compare cases (factors & relative importance) • Derive major factors most likely to affect consumer food choice

  13. WP3, Task 2: Success factor analysis • Examples • Major drivers could be ... (what are we expecting?)

  14. WP3, Task 3: Expert interviews • Characterise a) relevance and b) applicability of drivers as well as c) resources and d) competences needed for using these drivers • for every type of policy intervention using the modified repertory gridand reversed laddering • in semi-structured interviews with food marketing and public policy experts.

  15. WP3, Task 3: Expert interviews • Examples • ... (what are we expecting?)

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