How to win minds and hearts of Serbian consumers? Prof. dr Tamara - - PowerPoint PPT Presentation

How to win minds and hearts of Serbian consumers?

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• Prof. dr Tamara Vlastelica

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Back to Basics for Status

 Shoppers are searching for authentic products and experiences, moving away from

• vert materialism to simplicity as well as from generic to higher quality products.

Conscious Consumer

 What used to be the domain of ethically-positioned, niche producers is now being

embraced by conventional companies through higher welfare products. Everyone’s an Expert

 Whereas previously shoppers relied on a certain brand or information source, now

companies must constantly innovate to entice more inquisitive shoppers. I Can Look After Myself

 As people become more self-sufficient, they take preventative measures against

illness, unhappiness and discomfort without consulting a professional

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 Shoppers spend twice as long in supermarkets as they did ten years ago because

they want to find the best deals.

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SERBIAN CONSUMERISM

PREFERED CONTENT OF QUALITY LABELS IN SERBIA

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59% 37% 36% 33% 33% 30% 18% 13% 9% 8% 8% 6% 5% 4% 3% Garantuje bolji kvalitet hrane Garantuje prirodne sastojke Garantuje da nisu u pitanju GMO proizvodi Garantuje da nema aditiva (konzervansi, arome, i sl.) Garantuje da postoji kontrola kvaliteta od strane neke institucije/organizacije Garantuje bolji ukus Garantuje da je u pitanju organski proizvod Garantuje da proizvod proizveden od mesa iz Srbije Garantuje očuvanje prirodnih resursa prilikom proizvodnje hrane Garantuje oslanjanje na tradicionalne recepte za proizvodnju hrane Proizvedeno sa sastojcima koji su peoizvedeni u Srbiji Garantuje očuvanje srpskog gastronomskog nasleđa (srpsko nasleđe vezano za hranu/proizvodnju hrane) Garantuje poreklo proizvoda iz određenog regiona Garantuje male proizvođačke jedinice ili proizvodnju u domaćinstvu Garantuje da proizvođač hrane podržava život u marginalizovanim područjima

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Ne 41% Da 59% 9% 4% 14% 36% 37% Do 5% više 5% do 10% više 10% do 15% više 15% do 20% više Preko 20% više

Are you willing to pay more for products with quality label?

How much more would you be willing to pay?

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WHO SHOULD GUARANTEE THAT THE CLAIMS ON THE LABEL ARE TRUE?

4% 5% 10% 13% 5% 5% 8% 10% 16% 16% 23% 24% 28% 24% 49% 48% 32% 29% 26% 27% Oznaka kvaliteta na prehrambenim proizvodima koju garantuje država Oznaka kvaliteta na prehrambenim proizvodima koju garantuje udruženje proizvođača ili prerađivača Oznaka kvaliteta na prehrambenim proizvodima koju garantuje neko drugo telo - nezavisno sertifikaciono telo (SGS, Eurocert, TÜV, i sl.) Oznaka kvaliteta na prehrambenim proizvodima koju garantuju EU institucije

GLOBALLY AND LOCALLY TRUST IS AN ISSUE!

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MEDIA CONSUMPTION

 Serbian citizens have low levels of trust in the media. Indeed, Serbia is one of four

countries in Europe in which less than half the citizens trusts the media.

 Citizens have the least trust in the print, while having the most trust in TV and

• nline media according to the research of the European Broadcasting Union (EBU)

for 2018.

 Although the level of trust is low, Serbian citizens still follow television

programming most regularly.

 Data from the IPSOS Strategic Marketing Agency shows that:

– over 6 million people in Serbia watch TV, – 3.6 million listen to radio, – the internet is used by 4.8 million people, – daily printed press is bought by 1.5 million people – magazines by 2.5 million.

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THE BEST STRATEGY:

CONTENT

and

MEDIA

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 The best media tool for the general awareness raising campaign is paid TV

advertising.

 Given the extremely high cost of this type of promotion, the most cost-effective media

mix for promoting quality labels is:

• 1. In store promotion
• 2. Publicity
• 3. Digital campaign focused on Facebook, Instagram and Twitter
• 4. Paid articles, interviews and stories published in carefully selected daily newspaper

and magazines

• 4. Organized events for the target groups that would be covered by specialized media
• 5. Orchestrated campaign with food bloggers and other social media influencers.

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