The View From Both Sides

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THE VIEW FROM BOTH SIDES
Erik Renko SEEMAR, Beograd May 24, 2004
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Who are we?
Mediana - Institute for Market and Media
Research Ljubljana, Slovenia Over 10 years of
experience in research. Reading, Viewing,
Listening (Mediana BGP) - a multimedia research
project based on a public tender conducted by
Mediana between 1992 and 2001. 2000 - start of a
TGI survey
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What do we do?

• Ad hoc research
• brand management, consumers, advertising and
  sponsorship, communication channels, public
  opinion
• Continuous projects
• Mediana TGI (Target Group Index)
• Mediana IBO (monitoring advertising expenditure)
• Mediana SM (Slovenian Media Survey)
• Mediana RM (Daily radio listening)
• Mediana BAW (Brand Awareness)
• Consultancy

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The view from both sides

• Past
• Slovenia is a former Yugoslav republic.
• Present
• On the May 1, 2004 Slovenia and 9 other countries
  became members of the European Union.

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EUphoria?

• A lot has been said about EU enlargement, but we
  would like to emphasise the importance of South
  Eastern European markets.
• These markets are very important for Slovenian
  companies.
• Many of them are already present there.
• Former Yugoslav markets are similar, but still
  unique.
• There is a lack of comparable information about
  these markets.

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The essential data for entering a new market

• What do we need to know before entering a new
  market
• size
• political situation
• economic details
• legislation on foreign investments
• purchasing power
• presence of the foreign companies
• top brands
• product usage
• How can you get this data?

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Adriatic Market Facts

On a basis of the TGI surveys from Slovenia,
Croatia and Serbia, we have prepared an overview
on these markets. What are their
characteristics? Do we have anything in
common? How big are the differences?
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Households
Share of households with 1, 2 or 3 members 62
in Croatia 53 in Serbia 66 in Slovenia
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Households
Share of households with 1 car 53 in
Croatia 50 in Serbia 49 in Slovenia Share of
households with 2 cars or more 15 in
Croatia 7 in Serbia 30 in Slovenia
Top brands
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Households
Share of households that own a computer 36 in
Croatia 32 in Serbia 57 in Slovenia Share of
households with the internet connection 27 in
Croatia 15 in Serbia 42 in Slovenia
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Consumers
What are they doing? What do they own? What do
they eat and drink? What do they read, watch and
listen? How often? What is their opinion?
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What are they doing?
Share of consumers that shop every day 17 in
Croatia 35 in Serbia 11 in Slovenia Share of
smokers 39 in Croatia 44 in Serbia 33 in
Slovenia
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What do they own?
Share of consumers that own a mobile phone 69
in Croatia 62 in Serbia 85 in Slovenia Top
Brand
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What do they eat?
Share of consumers that eat pasta at least once
per week 41 in Croatia 50 in Serbia 81 in
Slovenia Share of consumers that eat chewing
gum at least once per week 65 in Croatia 58
in Serbia 67 in Slovenia
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What do they drink?
Share of consumers that drink beer at least once
per week 36 in Croatia 32 in Serbia 36 in
Slovenia Top Brands
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What do they drink?
Share of consumers that drink sparkling water at
least once per week 60 in Croatia 51 in
Serbia 48 in Slovenia Top Brands
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What do they read, watch?
Average number of newspapers read per day 1,5
in Croatia 1,9 in Serbia 1,3 in Slovenia Average
TV viewing per day 3,5 hours in Croatia 3,4
hours in Serbia 2,7 hours in Slovenia
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What is their opinion?
Share of consumers that agree with a statement I
find advertising a waste of my time 17 in
Croatia 33 in Serbia 12 in Slovenia Share of
consumers that agree with a statement I buy
goods produced by my own country whenever I
can 73 in Croatia 69 in Serbia 47 in
Slovenia
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Similarities
Share of men that drink beer at least once per
week 54 in Croatia 51 in Serbia 52 in
Slovenia Share of consumers between 15 and 20
that eat chewing gum at least once per
week 91 in Croatia 90 in Serbia 92 in
Slovenia
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Similarities
Top brands
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Thank you for your attention! Institute for
Market and Media Research, Mediana Likozarjeva
3 1000 Ljubljana, Slovenia tel [phone]
fax [phone] e-mail mediana_at_mediana-irm
.si http//www.mediana-irm.si