Learning-by-research TASK for students

Agricultural University of NitraNovember, 2009

Elena Horska and Tauno Kekäle

TASK• Go (in groups of 2) to the closest supermarket selling food

things (eg. Tesco where the attached photos are taken). • Study the pair of products (Slovak/Check brand and Global

brand). Note AND REPORT ON PAPER that You will leave to Dr. Horska on Dec. 10th, 2009, the following issues on both:

– Price level per suitable unit (You may have to calculate e.g. the price per litre or per 100 grams if there are no directly comparable package sizes)

– Brand image, image promoted (to You) by the packaging, details (colors, fonts, form etc.) of the product package and labeling, eventual other issues used in marketing the product at the shop

TASK (2)• Write down five adjectives describing how You see the

images/offering (e.g. “modern”, “healthy”, “bright”..) of the Global brand product and of the local product

• Next, suggest why You think the local brand has not succeeded in selling in the country of origin of the Global brand (e.g. Borovicka in Finland, the country of Finlandia vodka)

• Last, suggest how You would adapt the local product to that specific foreign market (of the origin of the other brand).

=> WE WILL NEVER KNOW definitely, in the scope of this small session,

what the features required would be; but we can compare the offering to local offerings and somehow conclude what these “foreign” market people would LIKE to see in this product we are studying… (“the local brand”)

PASTA: CZ vs. IT

KETCHUP: SK vs USA

CEREALS: CZ vs CH

YOGHURT: SK vs F

CHEESE: SK vs F

OIL: SK vs IT

SAUCE: CZ vs USA

WINE: SK vs CHILE

SPARKLING WINE: SK vs E

BRANDY: SK vs E

BEER: SK/CZ vs IE

STRONG DRINK: SK vs FIN

DETERGENT: SK vs USA