Rok Sunko: COO perception and Consumer ethnocentrism in ex-Yu

COO perception and Consumer ethnocentrism in ex-Yu Rok Sunko 29.10. 2008

Valicon Group timeline 2007 the year of

PGM – Product Group Manager ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Marketing strategy Asortima n Execution

Model used in PG M Usage Recognition Quantity Loyalty Price + How to rise profit? Consideration Experience How to achieve usage?

Population & consumer profiles ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The perception of ex-Yu brands within the region n=8.000, SLO, CRO, BiH and SR together. + - ...in CRO ...in BiH, SER

The perception of Euroregional brands in ex-Yu ...in RS (&Republika Srpska) n=8.000, SLO, CRO, BiH and SR together. +

The perception of ex-Yu brands within Slovenia n=2.000, Slovenia

Slovenians highly value quality of domestic brands n=2.000, Slovenia

So what ? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Consumer ethnocentrism in the ex-Yu region C. Ethnocentric Not C. Ethnocentric

Does consumer ethnocentrism perception translates also in consumer behavior? 1. 2. 3. Milka (chocolate) Barcaffe (clasic coffee) Orbit (chewing gum) Not-Ethnocentric consumers 1. 2. 3. Barcaffe (clasic coffee) Milka (chocolate) Orbit (chewing gum) Ethnocentric consumers 4. 5. 6. 10. 7. 8. 9. Barilla (pasta) Laško (beer) Alpsko mleko (milk) Prill Aquafresh CocaCola 4. 5. 6. 7. 8. 9. 10. Alpsko mleko (milk) Laško (beer) Paloma (toilet papers) Aquafresh Barilla (pasta) 1001 cvet (tea) Paloma (tissues) Gillette (razors) 10 strongest FMCG brands in Slovenia in 2007 (n=2000) on: ,[object Object],[object Object],[object Object],[object Object],[object Object]

But is the connection the same for all brands? High Premium product (perception of the Ethnocentric consumer) Mainstream product (perception of the Ethnocentric consumer) Not-Ethnocentric Consumer Ethnocentric Consumer Not-Ethnocentric Consumer Ethnocentric Consumer

Brands that generate added value are less affected by Consumer Ethnocentrism Barilla pasta Premium Perception of the position of some brands in Slovenia in 2007 (n=2000): Mainstream Budget High market share Low market share Illy coffee Jacobs coffee EGO yoghurt Becel Vitalinea yoghurt Mercator edible oil High impact of Ethno centrism Mercator kitchen towels Low impact of Ethno centrism

Is all this relevant ? ? Kosovo

Ex-Yugoslav region is ’’on the radarscope’’ but countries do differ BiH ,[object Object],[object Object],[object Object],Croatia ,[object Object],[object Object],Slovenia ,[object Object],[object Object],Macedonia ,[object Object],[object Object],Serbia ,[object Object],[object Object],[object Object],[object Object]

BIH CROATIA SERBIA SLOVENIA 0 3 1 3* No. of domestic brands within ex-Yu region TOP 100 0 17 19 9 MK 0 0 Internatio. 13 55 TOP 20

Slovenia in the broader context of former Yugoslavia BiH ,[object Object],[object Object],[object Object],Hrvaška ,[object Object],[object Object],[object Object],Slovenia ,[object Object],[object Object],[object Object],Srbija ,[object Object],[object Object],Comon... ,[object Object],[object Object]

Conclusions... ,[object Object],Austria Slovenia multinationals Croatia Italy Serbia BIH Bulgaria ,[object Object],[object Object],Macedonia ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Rok Sunko: COO perception and Consumer ethnocentrism in ex-Yu

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