Image- and Identity Analysis Danish-German Fehmarnbelt-Region BELTFOOD Survey, July 2012

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1 Image- and Identity Analysis Danish-German Fehmarnbelt-Region BELTFOOD Survey, July 2012 Karolina Miler

2 Table of contents 1. Background and approach to the survey Questionnaire Questionnaire in German language Questionnaire in Danish language Findings What comes first into your mind, when you hear Fehmarnbelt-Region? How do you evaluate the image of the Fehmarnbelt-Region as a business location? Image dimensions of the Fehmarnbelt-Region as business location How would you evaluate food from the Fehmarnbelt-Region? In general, how important is it to you, that food is/ has? Food from the Fehmarnbelt-Region is known for being/having Conclusions

3 1. Background and approach to the survey The survey examines the image and identity of the Fehmarnbelt-Region as business location and especially as location of food production. The image refers to the opinions of people who do not live in the Fehmarnbelt-Region, whereas the term identity refers to people who live in the Fehmarnbelt-Region. The Fehmarnbelt-Region is defined as the Danish region Sjælland together with the Hansestadt Lübeck, Kreis Ostholstein and the Kreis Plön on the German side. The survey targets specifically Young professionals in the age of 20 to 39 years and with at least a completed professional education or with at least university/college entrance qualification. This corresponds also to the group that is known as qualified young professionals. The availability of qualified young professionals is a major issue for food businesses. The pressure on companies to meet their labor needs and counter the lack of specialized workforce is steadily increasing due to demographic developments. In this background the challenge of economic development organizations is to assist companies to deal with this major problem and to qualify, attract and retain talent in the region. Different approaches such as image of the region, quality of life, educational institutions and universities, training and qualification programmes can serve to confront the issue of shortage of skills. This survey is part of a broader initiative dedicated to Place Branding in the Fehmarnbelt-Region. The survey has been implemented as an online survey in cooperation with the market research agency INNOFACT. The panel has been recruited from the consumer panel and a Danish partner platform. All respondents know the Fehmarnbelt-Region at least in regards to the term, and they are able to locate the region geographically. Sample: n= 537 People from the Danish-German Fehmarnbelt-Region n= 166 People from Germany and Denmark living outside of the Fehmarnbelt-Region n= 371 People from Germany n= 275, People from Denmark n=262 Field time:

4 About BELTFOOD The survey has been implemented by BELTFOOD a project that has been initiated for the support of the food industry in the Fehmarnbelt-Region. BELTFOOD is a Danish-German Network that interlinks the food industry in the Fehmarnbelt-Region from the Hanseatic City of Lübeck, up to the regions Ostholstein in Germany and Sjælland in Denmark. Such as the fix Fehmarnbelt link will connect Denmark and Germany in future, so does BELTFOOD connect the food industry in the BELTFOOD region across the border. As an interregional connection BELTFOOD facilitates cross-border business activities and knowledge transfer with the goal to boost competitiveness. Specifically, BELTFOOD acts for more export knowhow and market knowledge in the food industry, a better Danish-German interaction between enterprises, educational institutions and public authorities with relation to food. The BELTFOOD Capacity Development represents a core activity of the BELTFOOD project and represents a platform for business cooperation and the development of Export Know-How. A specific foodindustry-related workshop program, tailored to the specific needs of enterprises in the food business, has been launched in 2011 to support companies on the way of going international. The Capacity Development program also includes market visits and joint exhibition stands. The project was initiated in the background of future potentials arising with a fix Fehmarnbelt link and is mainly financed through funds of the European Union (EU) program INTERREG IVA in the Fehmarnbelt-Region and co-financed by the Vækstfoum Sjælland and the LUEBECK Business Development Corporation. Further information about the project can be assessed via 4

5 2. Questionnaire 2.1. Questionnaire in German language S1: Kennen Sie die Fehmarnbelt-Region? Zwang. Alle Probanden müssen die Region zumindest dem Namen nach kennen / geographisch zuordnen können. Ja, kenne ich sehr gut und ich war auch schon dort bzw. lebe dort Ja, kenne ich gut, war aber bisher noch nicht dort Kenne ich dem Namen nach und weiß in etwa wo die Region ist Kenne ich gar nicht ENDE ZW1: Zur Fehmarnbelt-Region gehört die Region Sjælland sowie die Kreise Plön, Ostholstein und die Hansestadt Lübeck. In der folgenden Befragung geht es speziell um diese Region. S2: Bitte geben Sie zunächst einmal Ihr Alter an Jahre alt ENDE Jahre alt Jahre alt Jahre alt ENDE Jahre alt ENDE Jahre alt ENDE 70 Jahre alt und älter ENDE S3: Sind Sie...? Auswertung nach männlich und weiblich. Quotierung: 50% männlich, 50% weiblich. S4: In welchem PLZ Gebiet wohnen Sie? Auswertung nach Fehmarnbelt-Region (Aufschlüsselung nach PLZ Ostholstein, Lübeck, Plön) und Außerhalb (Bevölkerungsrepräsentative Verteilung aller Bundesländer) / Analog hierzu auch Aufschlüsselung nach bestimmten PLZ Gebieten in DK Region Sjælland und Außerhalb Quotierung ca. 50% / 50% S5: Welchen höchsten Bildungsabschluss haben Sie oder welche Schule haben Sie zuletzt besucht bzw. besuchen Sie derzeit? Nur Befragte mit abgeschlossener Berufsausbildung oder Fachhochschulreife werden zur Hauptbefragung zugelassen. Haupt-/Realschule ohne abgeschlossene Berufsausbildung ENDE Abgeschlossene Berufsausbildung Fachhochschulreife/ Abitur Abgeschlossenes (Fach)Hochschulstudium F06. Bitte geben Sie nun Ihre momentane berufliche Situation an. Zwang. Keine Quote. Ich arbeite vollzeit Ich arbeite teilzeit Ich bin z. Zt. Arbeitssuchend Ich bin nicht berufstätig Schüler/in, Student/in (Vollzeit) S6a: Und welcher der folgenden Berufsgruppen würden Sie sich in Ihrem Unternehmen am ehesten zuordnen? Geschäftsführer/ Vorstand Kleiner/ mittlerer Selbständiger Leitender Angestellter Sonstiger Angestellter Facharbeiter Sonstiger Arbeiter Beamter Sonstiges S07: Inwieweit sind Sie für Investitionsentscheidungen, Einkäufe und Anschaffungen in Ihrer Abteilung verantwortlich? Ich treffe keinerlei Entscheidungen. Ich bereite Entscheidung vor/ gebe Empfehlungen. Ich treffe Entscheidungen zusammen mit Kollegen. Ich treffe Entscheidungen allein. S08: Bitte geben Sie die Größe des Unternehmens an, in dem Sie arbeiten. Zwang. Keine Quote. unter 50 Mitarbeiter 51 bis 99 Mitarbeiter 100 bis 249 Mitarbeiter 250 bis 499 Mitarbeiter 500 bis unter Mitarbeiter bis unter Mitarbeiter Mitarbeiter und mehr 5

6 Q1: Was fällt Ihnen spontan ein, wenn Sie Fehmarnbelt-Region hören: Q2: Fällt Ihnen zur Fehmarnbelt-Region spontan ein anderer Begriff/ eine andere Bezeichnung ein? Q3: Wie beurteilen Sie das Image der Fehmarnbelt-Region als Wirtschaftsstandort? (Skala 1-10) Q4: Allgemeine Bedeutung der Imagedimensionen: Ganz allgemein: Wie wichtig ist es Ihnen, dass ein Wirtschaftsstandort... ein hohes Bildungs- & Forschungsniveau hat zukunftsorientiert ist über eine vielfältige Kultur verfügt eine hohe Lebensqualität bietet Chancen der beruflichen Weiterentwicklung bietet internationale Zusammenarbeit pflegt eine familienfreundliche Infrastruktur bietet ein Ort ist, den man gerne besucht herzliche & freundliche Einwohner hat innovative Produkte hat ein hohes Ansehen genießt international wettbewerbsfähige Firmen hat eine gute Verkehrsinfrastruktur aufweist gute Investitionsmöglichkeiten bietet (1 = unwichtig; 10 = sehr wichtig) Q5: Der Wirtschaftsstandort Fehmarnbelt-Region ist bekannt dafür, dass er... ein hohes Bildungs- & Forschungsniveau hat zukunftsorientiert ist über eine vielfältige Kultur verfügt eine hohe Lebensqualität bietet Chancen der beruflichen Weiterentwicklung bietet internationale Zusammenarbeit pflegt eine familienfreundliche Infrastruktur bietet ein Ort ist, den man gerne besucht herzliche & freundliche Einwohner hat innovative Produkte hat ein hohes Ansehen genießt international wettbewerbsfähige Firmen hat eine gute Verkehrsinfrastruktur aufweist gute Investitionsmöglichkeiten bietet (1 = trifft gar nicht zu; 10 = trifft voll zu) Q6: Wie beurteilen Sie Lebensmittel aus der Fehmarnbelt-Region? (Skala: 1= schlecht; 10=gut) Q7: Allgemeine Bedeutung der Imagedimensionen: Ganz allgemein: Wie wichtig ist es Ihnen, dass Lebensmittel nach traditionellen Methoden hergestellt werden preiswert sind von einem Familienunternehmen hergestellt werden als ökologisches Produkt / Bioprodukt gelten aus natürlichen Rohstoffen hergestellt werden mit einem Kontroll-/Gütesiegel versehen sind neuartig, innovativ sind eine hohe Qualität aufweisen von einem Marktführer hergestellt werden unter Nachhaltigkeitsaspekten hergestellt werden als eine regionale Spezialität gelten 6

7 Genuss versprechen mit wenig Inhaltsstoffen hergestellt werden gesundheitsfördernd sind von vertrauensvollen Herstellern stammen einen möglichst hohen Lieferweg haben (Skala: 1 = trifft gar nicht zu; 10 = trifft voll zu) Q8: Lebensmittel aus der Fehmarnbelt-Region sind bekannt dafür, dass nach traditionellen Methoden hergestellt werden preiswert sind von einem Familienunternehmen hergestellt werden als ökologisches Produkt / Bioprodukt gelten aus natürlichen Rohstoffen hergestellt werden mit einem Kontroll-/Gütesiegel versehen sind neuartig, innovativ sind eine hohe Qualität aufweisen von einem Marktführer hergestellt werden unter Nachhaltigkeitsaspekten hergestellt werden als eine regionale Spezialität gelten Genuss versprechen mit wenig Inhaltsstoffen hergestellt werden gesundheitsfördernd sind von vertrauensvollen Herstellern stammen einen möglichst hohen Lieferweg haben (Skala: 1 = trifft gar nicht zu; 10 = trifft voll zu) Q9: Die Fehmarnbelt-Region ist für mich... ein Standort der Ernährungswirtschaft: (Ja/ Nein) Welche Unternehmen aus der Fehmarnbelt-Region kennen Sie? ein Standort der Logistikwirtschaft: (Ja/Nein) Welche Unternehmen aus der Fehmarnbelt-Region kennen Sie? ein Standort der Tourismuswirtschaft: (Ja/Nein) Welche Unternehmen aus der Fehmarnbelt-Region kennen Sie? 7

8 2.2. Questionnaire in Danish language Screener S1: Kender du Femern Bælt regionen? Alle interviewpersoner skal kende regionen, - i det mindste af navn / geografisk område. - Ja, jeg kender området meget godt, og jeg har allerede været dér eller boet der. - Ja, jeg kender godt området, men har ikke været der endnu. - Jeg kender navnet og ved hvor regionen befinder sig. - Jeg kende det ikke slut Definition 1: Femern Bælt Regionen omfatter Region Sjælland og distrikterne: Plön, det østlige Holsten og Hansestaden Lübeck. Efterfølgende spørgeskema beskæftiger sig specifikt med dette område. S02. Indtast venligst din alder. Kun respondenter i alderen mellem 20 og 39 år indgår i interviewet ', nogen kvote år slut år år år slut år slut år slut - 70 år og ældre slut S03. Du er... Ingen kvoter, men et forsøg på at tage hensyn til en ligelig kønsfordeling - Mand 50% - Kvinde 50% S04. Hvilket postnummer har du? Drop-down menu. Kun evaluering, ikke en kvote. Kontrol for numerisk indtastning. Tyskland: "Øst Holstein, Lübeck, Plôn" kontra de øvrige tyske regioner. (ca 50/50) Danmark: Region Sjælland kontra øvrige Danmark. (ca 50/50) S05. Hvad er den højeste uddannelse, du har gennemført? Kun respondenter, der har afsluttet en erhvervsmæssig-, teknisk- eller universitetsuddannelse vil blive medtaget i undersøgelsen. - Jeg har ikke gennemført en videregående uddannelse (men gennemført folkeskole) - Jeg har gennemført en erhvervsuddannelse (f.eks. håndværker, frisør, teknisk skole eller lignende) - Jeg har en gymnasial uddannelse uden universitetsgrad (f.eks. student, gymnasium, HTX, Handelsskole mv) - Jeg har gennemført en videregående uddannelse med universitetsgrad (bachelor, master, kandidat mv.) F06. Indtast venligst din nuværende jobsituation nu. Ingen kvote. - Jeg arbejder på fuld tid - Jeg arbejder på deltid - Jeg leder i øjeblikket efter arbejde - Jeg arbejder ikke - Jeg uddanner mig F06a. Hvilket faggruppe tilhører du? Ingen kvote. Filtre: Hvis 1 eller 2 i F05. - Adm. direktør / CEO - Selvstændig / virksomhedsejer - Ledende medarbejder - Øvrig funktionær - Faglært medarbejder - Ufaglært medarbejder - Tjenestemand - Andet S07. I hvor høj grad har du ansvaret for at træffe beslutninger om investeringer, indkøb og anskaffelser? Ingen kvote. Filtre: Hvis 1 eller 2 i F05. - Jeg tager ingen beslutninger. - Jeg præsenterer sagen / komme med anbefalinger. - Jeg træffer beslutninger sammen med kolleger. - Jeg tager beslutninger alene. S08. Angiv størrelsen på virksomheden, hvor du arbejder. Ingen kvote. - Mindre end 50 ansatte ansatte ansatte til 499 ansatte til mindre end ansatte til 15,000 ansatte 8

9 ansatte og flere F09. Hvad kommer du til at tænke på, når du hører Femern Bælt Regionen? Åbent spørgsmål F10. Har du spontant et andet ord for "Femern Bælt Region" i tankerne? Åbent spørgsmål F11. Hvordan vurderer du billedet af Femern Bælt Regionen som erhvervsområde? (1 = dårligt, 10 = meget godt) F12. I almindelighed, hvor vigtigt er det for placeringen af en virksomhed, at området... (1 = ikke vigtigt, 10 = meget vigtig) - har et højt uddannelses- og forskningsniveau - er fremtidsorienteret... - har en mangfoldig kultur... - tilbyder høj livskvalitet... - giver muligheder for karriereudvikling... - understøtter internationalt samarbejde... - tilbyder familievenlig infrastruktur... - er et sted, folk gerne vil besøge - har en varm og venlig befolkning - har innovative produkter... - har et godt ry... - har internationalt konkurrencedygtige virksomheder... - har en god transport/trafik infrastruktur... - tilbyder gode investeringsmuligheder... F13. Femern Bælt Region som forretningssted er kendt for at... (1 = slet ikke enig, 10 = meget enig) - have et højt uddannelses- og forskningsniveau - være fremtidsorienteret... - have en mangfoldig kultur... - tilbyde høj livskvalitet... - give muligheder for karriereudvikling... - understøtte internationalt samarbejde... - tilbyde familievenlig infrastruktur... - være et sted, folk gerne vil besøge - have en varm og venlig befolkning - have innovative produkter... - have et godt ry... - have internationalt konkurrencedygtige virksomheder... - have en god transport/trafik infrastruktur... - tilbyde gode investeringsmuligheder... F14. I al almindelighed, hvor vigtigt er det for dig, at dine fødevarer. (1 = ikke væsentlig, 10 = meget vigtig) - er fremstillet ved hjælp af traditionelle metoder... - er billige... - er produceret af familieforetagender... - er økologiske... - er lavet af naturlige ingredienser... - er forsynet med kontrol- eller kvalitetsmærke... - er nye og innovative - er af høj kvalitet... - er produceret af førende virksomheder på området - er produceret under bæredygtige forhold... - er regionale specialiteter... - lover nydelse (velsmag)... - er fremstillet uden tilsætningsstoffer - er sunde... - er produceret af fabrikanter, man kan stole på... - kun er transporteret en kort afstand... 9

10 F15. Mad fra Femern Bælt-regionen er kendt for at.. (1 = slet ikke enig, 10 = meget enig) - være fremstillet ved hjælp af traditionelle metoder... - være billig... - være produceret af familieforetagender... - være økologisk... - være lavet af naturlige ingredienser... - være forsynet med kontrol- eller kvalitetsmærke... - være nye og innovative - være af høj kvalitet... - være produceret af førende virksomheder på området - være produceret under bæredygtige forhold... - være regionale specialiteter... - love nydelse (velsmag)... - være fremstillet uden tilsætningsstoffer - være sunde... - være produceret af fabrikanter, man kan stole på... - kun er transporteret kort afstand... F16. Femern Bælt-regionen er for mig... Flere svar er mulige. et sted for fødevareproduktion (ja/ingen) - Hvilke fødevarevirksomheder kender du i Femern Bælt Regionen? et sted for logistikbranchen. (ja/ingen) - Hvilke transportvirksomheder kender du i Femern Bælt regionen? et sted for turismeindustri. (ja/ingen) - Hvilke turistvirksomheder kender du i Femern Bælt Regionen? 10

11 Number of mentions in % Total number of mentions Image & Identity Analysis: Food industry in the Fehmarnbelt-Region 3. Findings 3.1. What comes first into your mind, when you hear Fehmarnbelt-Region? What comes first into your mind when you hear "Fehmarnbelt- Region? Top 10 answers from DE and DK DE (n=275) DK (n=262) What comes first into your mind when you hear "Fehmarnbelt- Region? Top 10 answers from DE and DK D in % DK in % 11

12 537 people from Germany and Denmark have been asked about the first notion that comes into their mind when hearing the term Fehmarnbelt-Region. The results show clear differences between German and Danish respondents: among Danish respondents the bridge/ fix link between Denmark and Germany comes into mind. Nearly every second respondent connects the term Fehmarnbelt-Region with the future fix link between Denmark and Germany. However, in Germany it is only every 17 th respondent who connects the fix link with Fehmarnbelt-Region. The top-3 thoughts that correspond to Fehmarnbelt-Region in Germany are: Baltic Sea (69), holiday/vacation (57) and sea (36). In contrast, the top-3 notions in Denmark are: bridge/fix link (118), Germany (46) and work/trade/customers (31). The survey demonstrates the existence of two contradictory pictures of the Fehmarnbelt-Region in Denmark and Germany. The German picture rather corresponds to vacation and Baltic Sea, whereas the Danish picture corresponds to the fix link between Germany and Denmark, and trade. 12

13 3.2. How do you evaluate the image of the Fehmarnbelt-Region as a business location? 10 How do you evaluate the image of the Fehmarnbelt-Region as business location? (1 = bad, 10 = very good) ,75 4,93 5,74 4, Fehmarnbelt-Region - D (OH, HL, Plön) Fehmarnbelt-Region - DK (Sjaelland Region) D (w/o Fehmarnbelt-Region) DK (w/ofehmarnbelt-region) The Fehmarnbelt-Region as business location achieves its best rating in Germany, especially in the German part of the Fehmarnbelt-Region (Hansestadt Lübeck, Kreis Ostholstein and Kreis Plön). While the ratings in the German part are rather positive (in a scale of 1 to 10, the region achieves ratings of 6,75 and 5,74), the ratings on the Danish side are rather low with the average value of 493 in the Danish part of the Fehmarnbelt-Region and an average value of 4,6 in the rest of Denmark. The achieved rating extend from a value of 1 to 10. The German part of the Fehmarnbelt-Region is the only one without any rating of 2 to 10. In contrast Denmark without the Fehmarnbelt-Region is the only part, where the Fehmarnbelt-Region even did not achieve 10 point once. Based on these findings we can conclude that the Fehmarnbelt-Region s identity as industrial location is better than it s image. There is a need or well-directed communication strategies to close the gap between identity and image. 13

14 3.3. Image dimensions of the Fehmarnbelt-Region as business location In general: How important is it, that a business location...compared to the rating of the Fehmarnbelt-Region (n=537) Rating of the dimension in the Fehmarnbelt-region Importance of the dimension in general warm & friendly people a place that people like to visit high quality of life family friendly infrastructure good infrastructure future-orientated good reputation diverse culture maintains international cooperations good investment opportunities internationally competitive businesses opportunities for career development innovative products high level of education & research = not important/ does not apply at all; 10= Very important/ totally applies The survey unfolds six factors with an above average importance for business locations: 1. Good infrastructure 2. Future orientation 3. Opportunities for career development 4. Good investment opportunities 5. International cooperations The evaluation of these factors for the Fehmarnbelt-Region as business location is average (ratings between 5 and 6). The factors with the best ratings in the Fehmarnbelt-Region are: 1. Warm & friendly people 2. A place that people like to visit 3. High quality of life 4. Family friendly infrastructure 5. Good infrastructure Credible place branding and communication activities should be aligned to the existing image and identity. Existing images and identity can only be strengthened and refined, but hardly be changed only through communication. 14

15 3.4. How would you evaluate food from the Fehmarnbelt-Region? 10 How would you evaluate food from the Fehmarnbelt-Region? (1=bad; 10=very good) ,58 6, ,83 5, Fehmarnbelt-Region - D (OH, HL, Plön) Fehmarnbelt-Region - DK (Sjaelland Region) D (w/o Fehmarnbelt-Region) DK (w/o Fehmarnbelt-Region) Food from the Fehmarnbelt-Region has a far better image amongst people from the region than amongst people from other regions. The evaluation of food from the Fehmarnbelt-Region is far better on the part of the German respondents than on the part of the Danish respondents. 15

16 3.4. In general, how important is it to you, that food is/has? Denmark vs. Germany In general: How important is it, that food... Germany(n=275) vs. Denmark (n=262) a high quality... from trustworthy manufacturers healthy... inexpensive made with natural ingredients provided with a control seal / seal of quality produced under sustainable aspects produced with little ingredients indulgence/ pleasure short delivery distances made with traditional methods... ecological a regional specialty... new and innovative products produced by a market leader produced by a family-runned company... DK DE =not important; 10= very important Germany: 1. High quality (8) 2. Natural ingredients (7,59) 3. Trustworthy producers (7,57) 4. Indulgence (7,47) 5. Short delivery distances (7,23) Denmark: 1. High quality (7,43) 2. Trustworthy producers (7,31) 3. Healthy / beneficial to health (7,31) 4. Good value for money/ cheap (7) 5. Natural ingredients (6,88) In Denmark as well as in Germany the most important criterion of food is high quality. Along with that requirement towards food the Danish and the German consumer expect food to be made from natural ingredients and produced by trustworthy companies. 16

17 Fehmarnbelt-Region vs. beyond In general: How important is it, that food is... Fehmarnbelt-Region (n=166) vs. beyond (n=371) healthy... made with natural ingredients new and innovative products from trustworthy made with traditional ecological short delivery distances produced with little indulgence/ pleasure a high quality... produced by a market leader produced under sustainable a regional specialty... inexpensive provided with a control seal produced by a family-run = not important ; 10= very important DE+ DK w/o Fehmarnbelt- Region Fehmarnbelt- Region (Sjaelland, Lübeck, Ostholstein, Plön) The survey reveals that the most relevant features of food products are: 1. Healthiness 2. Natural ingredients 3. New, innovative 4. Produced by trustworthy producers 5. Produced with traditional methods There are no specific differences between the scores from the Fehmarnbelt-Region and from outside of the region. Consumers in Denmark and in Germany desire food that is healthy, that is made from natural ingredients. Trustworthiness of consumers is a feature that today s consumer expects. It is important that food is new and innovative; at the same time food that is produced traditionally is also valued. 17

18 3.5. Food from the Fehmarnbelt-Region is known for being/having... Denmark vs. Germany Food for the Fehmarnbelt-Region is known for (being/having)... Denmark (n=262) vs. German (n=275) healthy... a high quality... provided with a control seal / seal of quality from trustworthy manufacturers short delivery distances made with natural ingredients made with traditional methods... indulgence/ pleasure a regional specialty... produced with little ingredients produced under sustainable aspects inexpensive ecological produced by a family-runned company... produced by a market leader new and innovative products Denmark Germany = do not agree at all; 10= totally agree The image of food products form the Fehmarnbelt-Region is better in Germany than it in Denmark. The average rating across all categories is in Germany 6,49 whereas it is 5,22 in Denmark. In Germany the following food dimensions have achieved the highest scores: 1. High quality (6,92) 2. Regional specialty (6,83) 3. Indulgence (6,85) 4. Natural ingredients(6,71) 5. Trustworthy producers (6,64) In Denmark the following food dimensions have achieved the highest scores: 1. Control seal (5,34) 2. High quality (5,35) 3. Healthy (5,36) 4. Trustworthy producers (5,33) 5. Short delivery distances (5,23) Two dimensions, that apply to the top scored image dimensions of both - Germany and Denmark - are High quality and Trustworthiness. Food products produced in the Fehmarnbelt-Region have a high quality. Food producers in the Fehmarnbelt-Region are trustworthy. 18

19 Fehmarnbelt-Region vs. Germany + Denmark without Fehmarnbelt-Region: inside outside perspective Food from the Fehmarnbelt-Region is known for (being/having)... a high quality... a regional specialty... indulgence/ pleasure made with natural ingredients from trustworthy manufacturers provided with a control seal / seal short delivery distances made with traditional methods... healthy... produced with little ingredients produced by a family-runned produced under sustainable aspects ecological produced by a market leader new and innovative products inexpensive DE & DK w/o Fehmarnbelt- Region Fehmarnbelt- Region = do not agree; 10= totally agree The results of the survey illustrate that across all food dimensions food products from the Fehmarnbelt-Region have got a better image amongst people from the region that amongst people from other regions. In spite of the general difference in the scores (Fehmarnbelt vs. outside), food from the Fehmarnbelt-Region is mostly known for: 1. High quality 2. Regional specialty 3. Indulgence 4. Natural raw material 5. Trustworthy producers Food from the Fehmarnbelt-Region is known for its high quality, for regional specialties. This high quality food promises indulgence. It is made by trustworthy producers with natural raw material. Nearly 80 % of the respondents say that the Fehmarnbelt-Region stands for tourism. However, also more than 60% of the respondents would acknowledge the Fehmarnbelt-Region as a region of food industry. 19

20 4. Conclusions The survey s findings illustrate the Fehmarnbelt-Regions image and identity as business location with specific regards to food products from the Fehmarnbelt-Region. Specifically differences between German and Danish respondents, as well as between respondents from the Danish- German Fehmarnbelt-Region and from outside (of the region) are highlighted in this document. The survey on the image and identity of the Fehmarnbelt-Region as food industry region provides valuable results to 1. people dealing with food product development and marketing in the Fehmarnbelt-Region 2. people dealing with the overall branding and positioning of the Fehmarnbelt-Region as business location. Fehmarnbelt-Region and the fix link The survey illustrates that the question What does the Fehmarnbelt-Region stand for? is hardly to be given a generally valid answer. German respondents tend to connect notions such as vacation, water and Baltic Sea to the Fehmarnbelt-Region, whereas Danish picture of the Fehmarnbelt- Region predominantly is linked to the fix link between Germany and Denmark and trade relations between the two countries. It can be said that in Denmark the future Fehmarnbelt fix link is in people s heads. Also trade relations and opportunities between Denmark and Germany have a prominent role in connection to the Fehmarnbelt-Region. On the German side, the Fehmarnbelt-Region has a very positive image and is widely associated to Baltic Sea and Vacation. The future fix link and trade between Germany and Denmark have a very low percentage of recalls in connection to Fehmarnbelt-Region. Subsequently, communication activities connected to interregional business opportunities and the future fix link in the Fehmarnbelt-Region presuppose more efforts as far as German target groups are concerned. Possibly, these different perceptions connected to the Fehmarnbelt-Region might result from two reasons: either more communication efforts in connection to the Fehmarnbelt fix link have been realized on the Danish side or Danish target groups are more susceptive to future potentials and developments in the region. Fehmarnbelt-Region and business Overall, the survey illustrates an average image of the Fehmarnbelt-Region as business location. The region achieves better results from German respondents than from Danish respondents. The survey unfolds five factors that have a specific importance for business locations: 1. Good infrastructure 2. Future orientation 3. Opportunities for career development 4. Good investment opportunities 5. International cooperations The results show that amongst the interviewed target group the above mentioned dimensions have been evaluated positively (in a scale of 1=does not apply; 10=totally applies the evaluation is above 5 for all dimensions) in regards to the Fehmarnbelt-Region. The survey highlights five factors with a particular scoring in connection to the Fehmarnbelt- Region: 1. Warm & friendly people 20

21 2. A place that people like to visit 3. High quality of life 4. Family friendly infrastructure 5. Good infrastructure It is advisable to consider these findings within branding and communication activities in the Fehmarnbelt-Region. Ideally, a positioning will consider image dimensions that the target group points out as being specifically relevant for business locations. In the meantime, place branding and communication activities should be aligned to the existing image and identity, in order to be credible. Fehmarnbelt-Region and food First of all, the survey unfolds criteria that consumers from the Fehmarnbelt-Region connect to food products. German and Danish consumers attach an increased meaning to high quality of food. Along with that requirement towards food the Danish and the German consumer expect food to be made from natural ingredients and produced by trustworthy companies. There is one major difference between the German and the Danish consumer in regards to food preferences: The Danish consumer tends to attach a higher meaning to healthy /beneficial to health products, whereas the German consumer attaches a higher meaning to products that promise indulgence and pleasure. This difference should be considered in the marketing of food products. Products that are designed for the German market will rather tend to have indulgence as the most important selling proposition, whereas the unique selling proposition on the Danish market should rather be the health benefit. BELTFOOD is a project by Wirtschaftsförderung LÜBECK GmbH and Green Center. Contact info@beltfood.org or: Wirtschaftsförderung LÜBECK GmbH Falkenstraße 11 D Lübeck T +49 (0) info@luebeck.org Green Center / Videncenter Råhavegård Maribovej 9 DK-4960 Holeby T mail@greencenter.dk 21

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