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The country image added value in the retail chain

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on 29 April 2015

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Transcript of The country image added value in the retail chain

The country image added value in the retail chain

Research question
The COI & the value creation for the entire chain of international retailing in the case of food products
Research question
How web communication about COI create an added value for the international retailers
Corporate visual identity
Venue: Kasetsart University
Bangkok - Thailand

Web marketing
& country image
The concept of country of origin image COI

Marketing research :
The "country of origin" image (COI)
The corporate visual identity

Rim Jallouli
Professor & Dean- University of Manouba- TUNISIA

Marwa Trabelsi
University of Manouba - Tunisia
Chonnikarn Luangpituksa
University of Marketing and Distribution Sciences - Japan
Hanen Nefzi
University of Manouba - Tunisia

The 12th Workshop
The Society of Asian Retailing and Distribution November 28– 30, 2014

Web marketing and COI
The case of Tunisian olive oil in Asian countries


The Case study of the Tunisian Olive oil retailing in Japan
Food product Health & safety
The country image: A generic construct
& political maturity
Historical events
& relationships
Culture and tradition
virtuosity & industrialization
Effects of Country image
Consumer perception
Product evaluation
Purchase intention
Product image
Corporate visual identity (logo, name, symbol, color, typography, and slogan)
Websites are the primary interfaces for deployment and promotion of the visual identity of countries
Corporate reputation dimensions (visibility, distinctiveness, authenticity, transparency, and consistency).
the aims country have with their visual identity
To translate a desired national identity into a coherent, consistent, and effective visual self-presentation
the functionality and effectiveness of specific elements of a country visual identity
- The case study of “Tunisian olive oil image”in Japan
The Japanese market of olive oil
Palm oil and palm kernel oil are the most imported with Malaysia as a leading exporter oils
Coconut oil and olive oil are second due to the increased awareness of Japanese consumers about their health
Japanese consumers have a special preference for virgin olive oil
Japan began the olive oil import in 1984
250 ml bottles of olive oil supplied in small local stores or supermarkets

(80% of the quantities sold in Japan)
Medium and small producers might remove to larger distributors who have the resources and logistics to meet the requirements of quality, volume and standards of supermarkets.
Internet sales are growing significantly
the most demanding global consumers, require impeccable quality and safe products, are very concerned about the environment and therefore prefer organic foods.
Benchmark of the Italian olive oil brands in Japan
Three brands for almost 70% of the market share
The design of the label BOSCO has been renovated to focus on the "Made in Italy" a greater attraction for the quality and the price of oil imported directly from southern Italy
TV commercials and campaigns where customers can earn cookware Italian brands
Opportunities and challenges for “Tunisian olive oil” brands in Japan
several brands of Tunisian olive oils have been presented with a medal at the international competition of olive oil extra virgin, thus proving the undeniable mastery level of quality achieved by the Tunisian companies. The competition was organized by the “Japan Sommelier Association of Olive Oil” (OSAJ) during the Foodex which took place from 6 to 9 March 2012 in Tokyo.
These distinctions and awards provide an opportunity for the Tunisian olive oil to compete with the Spanish and Italian brands in Japan
Web marketing
Improving the image of Tunisia
as a producer and exporter of olive oil
in the Asian market

More standards of quality and marketing (traceability, labeling and packaging )
"Web TOO Japan" Research project
To support the main Tunisian actors in the field of olive oil and guide their efforts to improve Tunisian websites in response to the specific needs of the Japanese Markets (Language, content and search engine optimization)
Improving the content of web pages
Providing the appropriate information requested by the Japanese markets
January 2013, a workshop was organized in the HSDE-University of Manouba.
The participation of about 30 master degree students (e-commerce) has aimed to evaluate the websites of the ministry of commerce, the CEPEX (governmental website -Tunisia exports) and the main private olive oil exporters in Tunisia
Objectives of Web TOO Japan Project
- Promote the Made in Tunisia" image in Japan
- develop LT partnership strategies with retailers in Japan to promote a win-win communication strategy based on the “COI”
- Support small producers of olive oil in Tunisia to well conceive their web strategy (SEO)
- Help Tunisian actors to provide the information requested by the retailers in Japan with appropriate website content and design
Government's Websites : the primary interfaces for the promotion of Tunisia visual identity
The role that web marketing offers to build and promote a positive image.

How to build Tunisia's visual identity to promote exports ?

The challenge is to translate a desired national identity into a coherent, consistent, and effective visual self-presentation. Once the country’s visual identity is created, it can be use in Tunisian websites.
the role of the country of origin image as a potential opportunity to add value in the retail chain.
“Web TOO Japan” research project aims to guide strategic decisions based on the results of marketing research in the field of web marketing and nation branding
The challenge is to build a positive image of Tunisian olive oil in Japan and to develop a visual identity for Tunisian olive oil brands.
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