Original EU quality - promotion of pork meat products on the market of Republic of Serbia

Through a set of promotional and informational activities, the programme will promote European pork products on the market of EU candidate Serbia. The objective is to increase the market share, but will also have a strong focus on the message of the original European quality as an excellent choice for consumers. The campaign will thus have an informative and promotional aspect through activities planned at the points of sale and through media and advertising. The aim will be to achieve sales objectives as well as objectives for increased awareness of European quality, which are, at the end of the day, closely linked.The programme will address various target groups, from the general public (focusing particularly on the people who do the daily shopping) to the business, commercial and expert public. The focus will be on the segments, which have influence on the product mix at major shopping centres, which are the most logical points of sale for European products in a country such as Serbia. The promotion of pork products, most of which are included in quality schemes, will also contribute to the better recognition of European quality schemes and their advantages for consumers.The target market offers numerous opportunities for the growth of demand and consumption of pork products, considering that pork and pork products play an important role in the local diet. Although Serbia has a strong grey market and a high level of self-sufficiency, shopping habits are changing due to the growth of large shopping centres and supermarket chains. Shopping is now increasingly done in shops, which have stricter standards for placing products on the shelf.By promoting pork products of European origin, consumers will be alerted at the points of sale that a quality product is available – one that meets the full set of strict quality and safety criteria, while also being authentic, since most products included in the promotion are also included in the PGI quality scheme.