New consumer-led marketing strategies for food

A one day European seminar on new consumer-led marketing strategies for food will be held in Amsterdam, The Netherlands, on 7 May 1998.

The aim of the seminar is to develop a new integrated approach to the marketing of foods in the EU. The results of a four-year study on the European consumer food market will be presented during the seminar, with reference to three case studies on beef, yoghurt and olive oil. This study was carried out by a consortium of European universities, with support from the EU through an Agro-Industrial Research (AIR) programme grant. It covers a total of 11,000 consumers in 11 EU Member States.

The following topics will be presented by representatives of those involved in the study:

- Attitudes of the European food consumer;
- Consumer segmentation in the EU;
- Perspectives and limitations of pan-European segment-specific marketing strategies: The case of beef;
- Imagination and differentiation in developing marketing strategies: The case of yoghurt;
- Coping with the challenge of national differences: The case of olive oil.
For further information, please contact:

Europanel/GFK Nederland
Mrs. Daphne van Schijndel
Mgr. Schaepmanlaan 55
5103 BB Dongen
The Netherlands
Tel. +31-162-384000; Fax +31-162-317808
E-mail: gfkned@euronet.nl