EATWELL

Kick-off meeting 11.-12.05.2009:

Work package 3 and Project partner AU

Structure

1. Who is AU/MAPP?

2. What is work package 3 about?

3. Tasks in WP 3 and issues to discuss

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”

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)

What is work package 3 about?

Task name To do Partners1. Inventory of

potentially useful marketing techniques and of case studies where these have been applied

Case-study:Document 30 cases of four types, spread across the EU / categories / size of company,using desk research, interviews and workshops

AU,UGENT, JUMC, INRAN, EACA, KRAFT

2. Identification of major drivers of behavioural change in food marketing

Success factor analysis:Analyse and compare cases and derive the major success factor(s)

UGENT, AU, JUMC

3. Conditions of transferability to public sector marketing

Expert-interviews:Assess (conditions of) transferability of the results,Interviewing marketing and policy experts using reversed laddering and repertory grid procedure

JUMC, AU, UGENT, EACA,KRAFT

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.

WP3, Task 1: Case study

What should be the composition of the case collection? (I)

Cases should be selected with a spread in terms of

Selection requirement Operationalisation proposedGeography north - south, east - westFood/Drink category animal - plant,

different meal-types, (un-)healthy category, different target-groups

Company size multinational – national, big – SME

WP3, Task 1: Case study

What should be the composition of the case collection? (II)

Cases should especially but not exclusively be of the following types of

marketing tools:

1. New product introductions,

2. New communicational measures,

3. Cause marketing, and

4. Product reformulations.

WP3, Task 1: Case study

ExamplesTypes of marketing tools Example?New product introductions Smoothies, vegetable spreads, …

New communicational measures Labels, web-based techniques, …

Cause marketing Sponsoring, …Educative product information, …

Product reformulations Cereals, sweets, …

Others Fear-appeals, reactance,viral marketing,…

WP3, Task 1: Case study

How to find these cases?

Method To doDesk research Internet search

EACA Euro Effies entries (and other awards)Interviews Approach via:

- members of platform on diet, physical activity and health- X biggest food manufacturers/retailers in EU- X most innovative food manufacturer per country- advertising agencies with focus on food- other food market experts (journalists, researchers, consultants, …)- … (proceed with snowball)

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 un-documentable cases … (no proven success)

Selection according to criteria (geographically, etc.) …

> 30 cases that have to be explored in detail

Rule out cases that do not meet requirements (too old, non-food, …)

WP3, Task 2: Success factor analysis

1. Identify the success factor(s) for each case, especially looking at

• cumulative effect of different communicational measures

• Interaction of product and market communication

2. Compare cases (factors & relative importance)

3. Derive major factors most likely to affect consumer food choice

WP3, Task 2: Success factor analysis

Examples

Major drivers could be ... (what are we expecting?)

WP3, Task 3: Expert interviews

1. Characterise a) relevance and b) applicability of drivers as well as

c) resources and d) competences needed for using these drivers

2. for every type of policy intervention using the

modified repertory grid and reversed laddering

3. in semi-structured interviews with food marketing and public policy experts.

WP3, Task 3: Expert interviews

Examples

... (what are we expecting?)

Driver: e.g. “Publicity” … …

Relevance ... for public policy intervention?Applicability ... for public policy interventionResources ... needed for successful use in public policy interventionCompetences ... needed for successful use in public policy intervention