2014-TR01-KA200-013070

Preserving and Marketing Farmhouse Artisian

Cheese (P&M)

Final Report

OUTPUT 2

FARM CHEESE MARKETING AND

PROMOTION STRATEGY AND
TACTICS

1
 CHEESE MODULE 2
(P&M)

PREFACE

This Module was prepared within the scope of the Ministry of EU Main Action 2 –
Cooperation for Innovation and Good Manufacturing Practice Exchange Vocational
Education Strategic Partnerships Projects - "Preserving and Marketing Farmhouse
Artisan Cheese Project" numbered 2014 – 2020 2014-Tr01-KA 200-013070. All partner
organisations provided detailed information to compile this module.

2
CONTENTS

PREFACE

P&M PROJECT GENERAL OVERVIEW………………………………………………..I

CHEESE MODULE 2 TIMETABLE…….………………………………………………….II

METHODS………………………………III

3
1. MODULE TIMETABLE

Date Subject Instructor Qualifications to be

1st Course Project Introduction,
Marketing Tactics Introduction
2nd Course Cheese Marketing
3rd Course The Marketing Research of
Traditional Products
Gained
Food, Agriculture and Basic Education
Livestock Specialist
Food, Agriculture and Basic Marketing Tactics
Livestock Specialist
Food, Agriculture and Basic Marketing Tactics
Livestock Specialist

4th Course Marketing Strategy for Each Marketing Specialist Basic Marketing Tactics
Country

4
 CHAPTER 1

Introduction

This module was prepared for “Traditional Cheese Production Education” within the scope of
the project entitled “Preserving and Marketing Farmhouse Artisan Cheese”, which was considered
worthy of support by the Ministry of EU, National Agency Erasmus Program between the years 2014-
2016 and conducted under the coordination of Ardahan University. The project, whose short name is
P&M (Preserve and Marketing Farmhouse Artisan Cheese), has been conducted with the cooperation
of Turkey, Spain, Italy and Macedonia between the years 2014 -2016. In addition to Ardahan and Kars
Provincial Food, Agriculture and Livestock Directorates, the Boğatepe Environment and Life
Association, carrying out projects in the European Union countries for the purpose of preserving
farmhouse cheese and local products, is also included in the project.

The main objective of the P&M project is to preserve the types of cheeses that are produced
in small farms, represent a local heritage and in danger of extinction and to make them available in the
market. Within the scope of the project, determination of the methods for producing local farmhouse
cheese types and introducing them to the market as well as their documentation will be realized by
means of sharing local farmhouse cheese production and marketing methods and experiences among
the participant countries that are candidates or members of EU.

The project activities were grouped under three main components.

1. Traditional Cheese Production Guidelines: The objective under this component is to

determine special farmhouse cheese types that have been produced traditionally for centuries
in Turkey (Kars and Ardahan regions), Italy and Macedonia and become a part of a culture, to
register production methods of these cheeses and then to communicate them to large masses
through educational activities.

2. Marketing and Sales Techniques: The activities under this component comprise examining
how local cheeses, especially those produced in small farms in Italy, are introduced to the
market, the models developed on their marketing and supply chains, promotion and sales
strategies. After these investigations, it is aimed to provide education on strategic models that
will be developed to increase brand values of local cheeses and to integrate them into the
market by preparing a suitable model for our region.

5
 3. Food Standards and Legislation Researches for Local Products: The purpose of this
component is to determine those articles that are included in the legislations prepared for
local cheese types produced in our country while they are not required by European Union
and yet lay obstacles for small producers by comparing locally applied food standards to the
standards required by EU and applications in other countries. The education programs that
will be prepared with respect to the legislation differences determined in favor of small
producers will be communicated to the specialist working on the subject, decision-makers and
other partners.

The list of institutions involved in the project is as follows;

Country Institution
Turkey Ardahan University (Coordinator)
Turkey Kars Provincial Food, Agriculture and Livestock Directorate
Turkey Ardahan Provincial Food, Agriculture and Livestock Directorate
Turkey Boğatepe Environment and Life Association
Macedonia Slow Food Bitola
Italy Slow Food Italy
Spain Red Española de Queserías de Campo y Artesanas

6
Cheese Industry and Farmhouse Artisan Cheese Marketing Course
Course Title Cheese Industry And Marketing Of Farmhouse Artisan Cheese

Project Name Preserving And Marketing Farmhouse Cheese

Course Duration 5 Hours (5x40 Min)

Course Attendees FARMHOUSE CHEESE PRODUCERS And YOUNG ENTREPRENEURS

Course Objectives Basic information and marketing principles will be introduced to the
course attendees with this course.

Course Prerequisites Application to Provincial Food, Agriculture and Livestock Directorates

Qualifications to be Gained with At the end of this course,

the Course
1. Basic information on Marketing Information of Cheese Industry
will be gained

2. Marketing

3. Basic information about Marketing Strategies will be gained.

Course Content This course contains:

1. Marketing

2. Cheese Industry

Methods And Techniques Discussions with demonstration and lectures, practical demonstration,
conversation, chat, observation

Education Environment and ENVIRONMENT: Provincial Directorate of Agriculture

Equipment
EQUIPMENT: Projectors, computers, laboratory

Assessment and Evaluation 1. Knowledge and skills gained after each activity is assessed
through verbal questions-answers.

2. Qualifications gained at the end of each day are assessed.

7
Cheese Industry and Traditional Farmhouse Cheese

World cheese production realized as 17.6 million tons by increasing around 1 percent in 2013
comparing with the previous year. The cheese import has reached to 1.2 million tons by increasing 3.5
percent and its export has reached to 1.7 million ton by increasing 3.3 percent in the world. The
consumption of cheese tends to increase year by year in all over the world. The USA, EU, Argentina
and Australia rank the top among the countries where cheese consumption per capita is a lot. In
general terms, white cheese, cheddar, curd, tulum cheese, mihalic cheese (kelle), Circassian cheese,
dil cheese (string cheese), herby cheese, Antep, Cecil and Urfa cheese are produced and sold to the
customers in Turkey. The cheese is produced in the industrial, modern business organizations or small
family businesses, that is to say, dairy farms. The most consumed cheese in Turkey is the white cheese
as per the statistics. The cheddar cheese, one of our best-known cheeses is produced from the ewe
and cow milk in the eastern provinces such as Kars, Erzurum, Muş and western provinces such as
Kırklareli, Edirne, and Tekirdağ.

According to TSI reports, due to the fact that the institution has started to announce the dairy products
on a monthly basis and as basic dairy products (drinking milk, cheese, yogurt, and ayran) since 2010
and that the categories do not match with those published in 2010 and before, while there is an
increase of 8, 5 percent increase in the diary products, we can observe as high increase as 74 percent
in the previous year, comparing with 2010 in the cheese production.

Table 1. Cheese consumption per capita in some countries (kg/person/year)

Country 2009 2010 2011 2012 2013

Austria 10 10,5 10,5 10,6 10,7
Canada 9,2 9,4 9,4 9,5 9,5
EU 12.9 12,9 13 13 13,2
Japan 1,8 1,9 2 2 2,1
Mexico 2.6 2,8 2,7 2,7 2,7
New Zeland 5.9 5,6 5,5 5,5 5,5
USA 14.7 15,3 15 15 15
Argentina 12.1 12,2 12 12,1 12
Russia 5 5,5 5,6 5,7 5,7

8
Table 2. World Cheese Supply and Trade: 2009-2013 (Thousand Tons)

9
The Marketing of Farm House Cheese

While there has been an irrepressible change in today's market, the marketing activities and
conditions of the food products have gained momentum within this process. While corporate diary
businesses have kept the pace with such change, small family businesses have lost blood for they have
not able to set marketing strategy for their traditional cheese markets and they have only marketed
for the domestic market. As a reason and natural result of this, the needs and demands of the cheese
consumers differ and change rapidly. Marketing companies that want to remain competitive and grow
in the marketing world, they have to determine the right marketing and communication strategies
(Solomon, 2003: 303). Continuing the traditional cheese production without any marketing strategies,
small family farms have to specify their marketing strategies and tactics according to the needs and
demands of the consumers. In an environment where the consumers are the main determinant of
the market (Roberts, 2000: 111), it is required to set a strategy suitable for the consumers. Marketing
is a process that starts with production, continues with sales and after sales. Effective marketing
strategies and tactics have to include the suitable location and timing within the marketing activities
to respond the customer needs and demands. It is required to identify the current situation and
problems for marketers to steer businesses to the right marketing strategies. The objective of this
study is to identify the marketing problems of the businesses within this industry and develop possible
solutions by taking the traditional farm cheese businesses in Turkey, Macedonia, and Italy. The white
cheese takes the top place among the cheese produced in Turkey and cheddar cheese ranks the second
and such cheeses are followed by the other types. Being a hard cheese type that is consumed the most
after the white cheese in Turkey; cheddar cheese is a hard shelled with a specific scent, taste, and
flavor (Dağdemı̇r, 1998: 43). The production, which has been started with a view to assessing the ewe's
milk in Kars and its surrounding area, continues extensively with the use of cow's milk today.

Marketing Strategies and Tactics

Marketing strategies are the detailed movement plans which are required for a business to
reach their targets and are the general principles towards the expectations of the businesses for
reaching their marketing targets in the target market (Kotler, 1988: 71). The organizational mission is
defined in the strategic business plan and then the suitable strategies have to be chosen for these
principles which are created upon identification of organizational principles and situational analysis
(Etzel et al, 2001: 582). While setting the suitable marketing strategies, activities for realizing and
maintaining marketing mix that can create satisfaction are conducted by creating target market
selection and definition (Çabuk and Yağcı, 2003:28). The product cost is estimated and then price,
distribution and promotional strategies are developed in relation to the product and then the

10
necessary budget is calculated (Altınbaşak et al, 2008: 388). It is observed that small family farmers
that make traditional cheese production fall short of setting the marketing strategies and defining
target markets in the activities that are conducted under the P&M Project. Especially small family
businesses and dairies that make traditional cheese production do not sufficiently benefit from the
marketing tools. Their export capabilities are so limited and they do not have the knowledge, staff and
international market experience for them to enter into export markets. They address to rather local
and domestic markets for they cannot use expensive and complicated sale channels in marketing their
products. Even though market share of the traditional cheese production businesses is smaller than
the large industrial businesses, they can respond to the customized demands of the customers in a
quicker manner. However, suitable price competition for marketing could not be done for traditional
cheese products.

Kars cheddar cheese, which is highlighted for protection and marketing in Turkey in our
project, has a full-featured and high added value product within the Turkish dairy sector. However,
despite the 70-80-year history of Kars cheddar farms, they are not yet sufficiently competitive at the
national and international markets. Such businesses have significant problems for branding, reaching
quality standards, using modern marketing techniques, distribution, advertising, packing, promotion
and opening to international markets. Kars Cheddar had the geographical indication through
Geographical Indication of Kars Cheddar Project, supported by SERKA in 2016 and it is expected that
this would positively contribute to the economy of the region. It is required to roll out the cooperation
of universities and small family farmers and giving time to the traditional cheese producer for
standards requested by EU regarding the flexibility and providing financial support and grants and
finally trained and experienced experts have to inform cheese producers about such issues. The
traditional cheese producers have gotten together and present sustainable targets about the
information sharing and marketing techniques through P&M. Furthermore, training modules are
guiding for both young people and entrepreneurs that want to participate in the cheese sector and
current producers. The results of the market research, conducted by the P&M Project stakeholders,
are guiding for traditional cheese producers in setting strategy and tactics.

The Marketing Research of Traditional Products

The structured interviews conducted to collect data on the current status of the marketing
practices at the target regions. P&M team needs to understand the position of the milk suppliers,
processors, and customers before starting the preparation of the training modules. Structured
interviews used to discover the marketing processing maps and compared across the regions to
identify the gaps, similarities and the opportunities.

11
 In our case, interview is a better data collection methodology than surveys due to the need for
qualitative information. Understanding the characteristics of the marketing practices and its
operational efficiencies & drawbacks is essential. Such investigations have many more dimensions and
perspectives difficult to be captured through surveys. The opinions, insights and perceptions of the
stakeholders are important to consider when confronting with the marketing issues. Interviews also
gave an opportunity to develop preliminary theories of “why things operate the way they are”.

In terms of; Customer preferences (ii) policy and regulation environment (iii) promotion (iv) sales
demand and capacity (v) pricing and profitability (vi) product quality and standards (vii) sales
channel effectiveness

Questions can be open-ended or semi-structured depending on the need. Quantitative data

can also be collected during the interview, particularly on prices, sales volume, excess capacity,
seasonal production, cost of production, and productivity.

Define Traditional Cheese Marketing Strategy and Tactics

An effective traditional cheese marketing strategy will help cheese producers to define the
overall direction and goals of traditional artisan farm cheese marketing. The strategy articulate how
cheese producers are going to deliver traditional cheese products or services in ways that will satisfy
cheese customers.

In acordance our questionnaire surrvey. Almost 82.3% people eat cheese everyday but it
covers the all cheese types produced by both big industries and traditional cheese producers.

The traditional cheese producers have to adapt to today's technological conditions and
compete with the large industrial businesses while setting their marketing strategies.

Therefore, when determining the marketing strategy of the traditional cheese, it is required to set
monthly, annually, five-year, ten-year or more strategies and forecasts.

It is required to define well who the cheese producers are.

It is required to specify suitable strategies for today's conditions for traditional cheese
producers to reach the consumers. To do so, it is required to identify new marketing strategies and
tactics. The tactical methods have to be achievable as marketing strategies. It is an important
marketing phase to apply tactically innovative approaches and integrating new technologies into the
marketing strategy. Therefore, especially information and communication technologies have to be
considered in creating the marketing infrastructure of the traditional cheese producers. Thus, we will

12
enhance the methods to reach the cheese consumers. The following seven tactics have to be set as a
cheese marketing strategy for tactical methods to be applied to reach to traditional cheese consumers.

1. Introduction of Traditional Cheese

First of all, it is required to introduce the traditional cheese, produced by the small family
businesses to the local, national and international markets. It is important to introduce the product to
the large masses that will be marketed in the era when branding process is so significant. It is the most
important marketing strategy to introduce the characteristics of the traditional cheese, its difference
from the industrial production and its health benefits to the consumer markets.

2. Pricing Traditional Cheese

The pricing of traditional cheese is one of the most important marketing phases. The pricing
for traditional products has to be done individually, considering the domestic market standards and
limited by the producer in general terms. It is one of the most important problems to sell the high-
quality traditional cheese with a low price. In particular, the lack of pricing standards set by the state
creates a problem in marketing the traditional cheese. It is required for small family farms that make
traditional cheese production to be incentivized and supported by the state to compete in the cheese
market and pricing policies have to be done on the national scale. The right pricing is very significant
for increasing the demand for the products among the traditional cheese consumers and for providing
confidence in the producer.

Putting Traditional Cheese Products in the Market

In general terms, the traditional cheeses are widely promoted thanks to the development of
the information and communication technologies today while reaching consumers in domestic
markets. It is significant to choose the right markets to present the traditional cheese to the
consumers. It is the most important marketing tactic to present such markets to the consumers on the
e-market or social media online. The marketing online enables producers to provide their products
from their farm to the world market in a hassle free manner without having any physical space
problem. It is possible for products to reach to the end user in no time in cold chain conditions in
today's conditions when the speed of the transportation has improved.

For traditional cheese producer to finding a right marketplace and reaching its products to the
consumer in a swift way have enhanced the marketing facilities.

13
Promotion Strategy of Traditional Cheese

Today, promotion techniques have an important place in marketing of the products.

Promotion tactics for traditional cheese producers differ depending on the producer. The promotion
strategy start from packaging till the cheese markets. It is important to monitore the traditional cheese
quality by promotion works. Good quality of packaging will arise interest to the traditional farmhouse
cheeses.

The physical environment where the traditional Farmhouse Cheeses are presented

The physical environment where the traditional cheese products or services are sold and
delivered can have a significant impact on how cheese consumers experience traditional cheese
business. The physical environment can be the quality of the furnishings in the consulting rooms, the
design of the reception area or website. Creating a positive physical environment doesn’t have to be
costly – a vase full of fresh flowers or a creative window display can make a big difference in traditional
cheese marketing.

ANNEXES : Questionnaires

Macedonian

Turkish

Italian

14
References

1. Food Safety and Quality Management Systems. Şeminur Topal, 1996. Tübitak

2. Food Hygiene and Microbiology. İrfan Erol, 2007. Pozitif Printing. Ankara

3. Nutrition. Mehmet Demirci, 2010. Namık Kemal University, Department of Food Engineering, ISBN
no: 975-97146-4-2 4. Food Technology, Sıdıka Bulduk. 2010. Detay Publishing.

5. Food Hygiene and Sanitation. Semra Kayaardı. 2008. Sidas Medya Ltd. Co.

6. Production of Safe Food in Food Industry. Teslime Mahmutoğlu. 2010. ODTU Development
Foundation Publishing

15
 PRESERVING AND MARKETING FARMHOUSE ARTISIAN CHEESE

O2A1

State of the Nation: Focus Group Questionnaire

The structured interviews will be conducted to collect data on the current status of the marketing
practices at the target regions. P&M team needs to understand the position of the milk suppliers,
processors, and customers before starting the preparation of the training modules. Structured
interviews will be used to discover the marketing processing maps and will be compared across the
regions to identify the gaps, similarities and the opportunities.

In our case, interview is a better data collection methodology than surveys due to the need for
qualitative information. Understanding the characteristics of the marketing practices and its
operational efficiencies & drawbacks is essential. Such investigations have many more dimensions and
perspectives difficult to be captured through surveys. The opinions, insights and perceptions of the
stakeholders are important to consider when confronting with the marketing issues. Interviews will
also give an opportunity to develop preliminary theories of “why things operate the way they are”.

In terms of; Customer preferences (ii) policy and regulation environment (iii) promotion (iv) sales
demand and capacity (v) pricing and profitability (vi) product quality and standards (vii) sales
channel effectiveness

Questions can be open-ended or semi-structured depending on the need. Quantitative data can also
be collected during the interview, particularly on prices, sales volume, excess capacity, seasonal
production, cost of production, and productivity.

PRESERVING AND MARKETING FARMHOUSE ARTISIAN CHEESE

Work package: O2A1

First of all we would like to thank you all filling this questionnaire. It will take about 10 minutes. This questionnaire
is prepared to analyze Customer preferences (ii) policy and regulation environment (iii) promotion (iv) sales
demand and capacity (v) pricing and profitability (vi) product quality and standards (vii) sales channel
effectiveness of traditional cheeses in Turkey, Macedonia and Italy. The statistical programme (SPSS 16.00) will
be used to analyze the results. This questionnaire can be applied to customers, cheese producers and cheese
sellers.

16
 FOCUS GROUP QUESTIONNAIRE

A. PARTICIPANT INFO

Age <<< 1.18-30 2. 31-45 3. over 45

Sex <<< 1. Male 2. Female 3. Not explain

Education<<<<< 1.) High school 2.) Bachelor 3.)Master 4) Doctoral 5) None

Occupation<<<<1. TÜKETİCİ 2. ÜRETİCİ 3. SATICI

B. QUESTIONNAIRE

Q.1. How often do you eat cheese?

1. Everyday 2. Once per two days 3. Once per week 4. Once per month 5. None

Q.2. Which kind of cheese do you like to eat? (Depends country)

1. White brined cheese 2. Bieno (beaten) cheese 3. Kashkaval 4. Izvarka 5. Else ......................

Q.3. What type of cheese do you buy?

1. caw 2. Sheep 3. Goat 4.mixed

Q.4. Do you know any traditional type of cheese of your hometown. (Please specify a region and a cheese)

1. White brined cheese 2. Bieno (beaten) cheese 3. Kashkaval

Q.5. In your opinion, which cheese is most authentic for Macedonia?

1. White brined cheese 2. Bieno (beaten) cheese 3. Kashkaval

Q.6. What kind of traditional cheese you can buy from markets?

1. White brined cheese 2. Bieno (beaten) cheese 3. Kashkaval

Q.7. On which market, you can find traditional cheese most easily?

1.green markets 2. dairy stores 3.supermarkets 4. directly from the producer

Q.8. What properties of traditional cheeses do you like?

1. Quality 2. Smell 3. Taste 4. easy to find in markets 5. Price

Q.9. What properties of traditional cheeses you do not like?

1. Quality 2. Smell 3. Taste 4. difficulty in finding 5. Price

Q.10. Do you find the quality of traditional cheeses constant enough?

1. Yes 2.Not enough 3.Not at all

Q.11. If you had chance to produce or sell cheese, that would be:

1. a traditional one 2. an industrial one

Q.12. If you had chance to produce any kind of traditional cheese of your hometown what would you
produce? Please specify one cheese

17
1. White brined cheese 2. Bieno (beaten) cheese 3. Kashkaval

Q.13. According to you, for the sell of traditional cheeses is better:

1. domestic market 2. foreign market

Q.14. Which expression describes best the availability of traditional cheeses on the market?

1. Easily accessible, I can buy one at any time

2. My friend / relative produces

3. Complicated, I have to go personally to the farm

4. Hard to find a good and safe traditional cheese

Q.15. Do you find the price of the traditional cheeses reasonable?

1. Yes 2. Often 3. Rarely 4. No

Q.16.1. Do you think our traditional cheese have enough advertising in national level?

1. Yes 2.Little 3.No 4.Not at all

Q.16.2. Do you think our traditional cheese have enough advertising in national level?

1. Yes 2.Little 3.No 4.Not at all

Q. 17. If you have chance to inform cheese sellers and markets what are your advices about marketing of
traditional cheeses. Please specify.

1. White brined cheese 2. Bieno (beaten) cheese 3. Kashkaval

Q. 18. Do you know any regulations for traditional cheese marketing in your country?

1.)Yes 2.) No

If yes please explain :…………………………………………………………………………………………………………………….

Q. 19. Do you think the regulations about marketing of cheese are satisfying in your country?

1.)Yes 2.) No 3.)some

If yes or some please explain ………………………………………………………………………………………………………….

Q.20. According you, what is traditional cheese?

………………………………………………………………………………………………………….……………………………………………

Note: Please print black/ white scale and two sided recycled paper to protect environment

18
 TURKISH

O2A1

GRUP ODAKLI ANKET

A. KATILIMCI BİLGİLERİ

Yaş <<< 1.)18-30 2). 31-45 3.) 45 üstü

Cinsiyet <<< 1. Erkek 2. Kadın

Education<<<<< 1.) Orta Öğretim 2.) Lisans 3.)Master 4) Doktora 5.) Yok

Meslek <<<< 1. Tüketici 2 üretici 3. Satıcı

B. ANKET

S.1. Hangi sıklıkta peynir tüketiyorsunuz?

1. Hergün 2. İki günde bir 3. Haftada bir 4. Ayda Bir 5. Hiç

S.2. Hangi peynir çeşidini tüketiyorsunuz ?

1. Beyaz peynir 2. Gravyer 3. Krem Peynir 4. Diğer (…..…………………........................)

S.3. Bulunduğunuz bölgede yüresel peynirlerden hangileri vardır?

1. KAŞAR 2. GRAVYER 3. ÇEÇİL 4. ÇÜRÜK 5. TEL 6. TULUM 7. ESKİ

S.4. Alışveriş yaptığınız marketlerde hangi yöresel peynir çeşitlerini bulabiliyorsunuz?

1. KAŞAR 2. GRAVYER 3. ÇEÇİL 4. ÇÜRÜK 5. TEL 6. TULUM 7. ESKİ

S.5. Yöresel Peynirlerin hangi özelliklerine göre tercih ediyorsunuz?

1. kalitesi 2. Kokusu 3. Tadı 4. Marketlerde kolay bulunabilmesi 5. Fiyatı

S.6. Yöresel peynirlerin hangi özelliklerini sevmiyorsunuz?

1. kalitesi 2. Kokusu 3. Tadı 4. Marketlerde kolay bulunabilmesi 5. Fiyatı

S.7. Bulunduğunuz bölgeye ait yöresel peynir üretme imkanınız ve bilginiz olsaydı hangi çeşitleri
üretmeyi isterdiniz? Lütfen detaylı belirtiniz

1. KAŞAR 2. GRAVYER 3. ÇEÇİL 4. ÇÜRÜK 5. TEL 6. TULUM 7. ESKİ

19
S.8. . Bulunduğunuz bölgeye ait yöresel peynir satma imkanınız ve bilginiz olsaydı hangi çeşitleri
satmayı isterdiniz Lütfen detaylı belirtiniz

1. KAŞAR 2. GRAVYER 3. ÇEÇİL 4. ÇÜRÜK 5. TEL 6. TULUM 7. ESKİ

S. 9. Bulunduğunuz bölgeye ait yöresel peynirleri uluslararası pazarlarda satma imkanınız ve

bilginiz olsaydı hangi çeşitleri satmayı isterdiniz? Lütfen detaylı belirtiniz

1. KAŞAR 2. GRAVYER 3. ÇEÇİL 4. ÇÜRÜK 5. TEL 6. TULUM 7. ESKİ

S.10. Bölgenize ait yöresel peynirlerin tanıtımının yeterli olarak yapıldığını düşünüyor musunuz?

1.)Evet 2.) Hayır

(Lütfen yorumlarınız varsa belirtiniz…………………………………………………………………………………………….)

S.11. Bölgenize ait yöresel peynirlerin uluslararası pazarlarda tanıtımının yeterli olarak yapıldığını
düşünüyor musunuz?

1.)Evet 2.) Hayır

(Lütfen yorumlarınız varsa belirtiniz…………………………………………………………………………………………….)

S. 12. Eğer peynir satıcılarına ve marketlere peynir satışı ve pazarlaması ile ilgili tavsiyeleriniz var
mı ? varsa belirtiniz
……………………………………………………………………………………………………………………………………………………….

S. 13. Ülkemizde peynir pazarlaması ile ilgili mevzuat ve yasal koşullar ile ilgili bilginiz var mı??

1.)Evet 2.) Hayır

(Eğer cevabınız evet ise hangileri belirtiniz…………………………………………………………………………….)

S. 14. Ülkemizde peynir pazarlaması ile ilgili yasal koşullar ve mevzuatların yeterli olduğunu
düşünüyor musunuz?

1.)Evet 2.) Hayır 3.) Biraz

(Eğer cevabınız evet ise hangileri belirtiniz…………………………………………………………………………….)

20
 PRESERVING AND MARKETING FARMHOUSE ARTISIAN CHEESE

Work package: O2A1

State of the Nation: Focus Group Questionnaire Prep

The structured interviews will be conducted to collect data on the current status of the marketing
practices at the target regions. P&M team needs to understand the position of the milk suppliers,
processors, and customers before starting the preparation of the training modules. Structured
interviews will be used to discover the marketing processing maps and will be compared across the
regions to identify the gaps, similarities and the opportunities.

In our case, interview is a better data collection methodology than surveys due to the need for
qualitative information. Understanding the characteristics of the marketing practices and its
operational efficiencies & drawbacks is essential. Such investigations have many more dimensions and
perspectives difficult to be captured through surveys. The opinions, insights and perceptions of the
stakeholders are important to consider when confronting with the marketing issues. Interviews will
also give an opportunity to develop preliminary theories of “why things operate the way they are”.

In terms of; Customer preferences (ii) policy and regulation environment (iii) promotion (iv) sales
demand and capacity (v) pricing and profitability (vi) product quality and standards (vii) sales
channel effectiveness

Questions can be open-ended or semi-structured depending on the need. Quantitative data can also
be collected during the interview, particularly on prices, sales volume, excess capacity, seasonal
production, cost of production, and productivity.

PRESERVING AND MARKETING FARMHOUSE ARTISIAN CHEESE

Work package: O2A1

First of all we would like to thank you all filling this questionnaire. It will take about 10 minutes. This questionnaire
is prepared to analyze Customer preferences (ii) policy and regulation environment (iii) promotion (iv) sales
demand and capacity (v) pricing and profitability (vi) product quality and standards (vii) sales channel
effectiveness of traditional cheeses in Turkey, Macedonia and Italy. The statistical programme (SPSS 16.00) will
be used to analyze the results. This questionnaire can be applied to customers, cheese producers and cheese
sellers.

21
 FOCUS GROUP QUESTIONNAIRE

A. PARTICIPANT INFO

Age <<< 1.18-30 2. 31-45 3. over 45

Sex <<< 1. Male 2. Female 3 Not explain

Education<<<<< 1) High school 2.) Bachelor 3.)Master 4) Doctoral 5.) None

Occupation<<<< 1. CONSUMER 2. PRODUCER 3. CHEESE SELLER

B. QUESTIONNAIRE

Q.1. How often do you eat cheese?

1. Everyday 2. Once per two days 3. Once per week 4. Once per month 5. None

Q.2. Which kind of cheese do you like to eat? (Depends country)

1. Soft 2. Aged 3.all

Q.3. Do you know any traditional type of cheese of your hometown. Please specify (Depends country)

1. castal magno 2. Macagn 3. Cevrin 4. Tuma 5. Aged 6. Rabbiola 7. Peccorino 8. Racchera

Q.4. What kind of traditional cheese can you buy from markets?

1. castal magno 2. Macagn 3. Cevrin 4. Tuma 5. Aged 6. Rabbiola 7. Peccorino 8. Racchera

Q.5. What properties of traditional cheeses do you like?

1. Quality 2. Smell 3. Taste 4 difficulty in finding 5. Price

Q.6. What properties of traditional cheeses you do not like?

1. Quality 2. Smell 3. Taste 4 difficulty in finding 5. Price

Q.7. If you had chance to produce any kind of traditional cheese of your hometown what would you
produce? Please specify

1. castal magno 2. Macagn 3. Cevrin 4. Tuma 5. Aged 6. Rabbiola 7. Peccorino 8. Racchera

Q.8. If you had chance to sell any kind of traditional cheese of your hometown what would you sell? Please
specify

1. castal magno 2. Macagn 3. Cevrin 4. Tuma 5. Aged 6. Rabbiola 7. Peccorino 8. Racchera

Q. 9. If you had chance to sell any kind of traditional cheese to international markets what would you sell?

1. castal magno 2. Macagn 3. Cevrin 4. Tuma 5. Aged 6. Rabbiola 7. Peccorino 8. Racchera

Q.10. Do you think traditional cheese of your hometown have enough advertising in national level?

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1.)Yes 2.) No

(Please add any comment :………………………………………………………………………………………………………….)

Q.11. Do you think traditional cheese of your hometown have enough advertising in international level?

1.)Yes 2.) No

(Please add any comment :………………………………………………………………………………………………………….)

Q. 12. If you have chance to inform cheese sellers and markets what were your advices about marketing of
traditional cheeses. Please specify.

……………………………………………………………………………………………………………………………………………………….

Q. 13. Do you know any regulations for traditional cheese marketing in your country?

1.)Yes 2.) No

If yes please explain :…………………………………………………………………………………………………………………….

Q. 14. Do you think the regulations about marketing of cheese are satisfying in your country?

1)Yes 2.) No 3.)Some

If yes or some please explain ………………………………………………………………………………………………………….

Q.15. Do you have any suggestions about marketing of traditional cheese for cheese sellers?

1.)Yes 2.) No 3.)Some

If yes or some please explain ………………………………………………………………………………………………………….

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