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WEBINAR | The Science Behind Fresh Marketing

7 June 2018

The PMA A-NZ Marketing Exchange presents The Science Behind Fresh Marketing by Associate Professor Svetlana Bogomolova from The Ehrenberg-Bass Institute in South Australia. 

What's it about?

Much information and data is available these days on fresh categories. But, to make sound marketing decisions, one must answer: what does it all mean for my business?

The Ehrenberg-Bass Institute for Marketing Science has spent the last 30 years analysing patterns and benchmarks in consumer behaviour data to establish the Laws of Growth. These laws, like the laws of physics, allow to predict what is a ‘normal’ performance, and when a product is over- or under- performing and why. 

This webinar will share scientific evidence to allow meaningful interpretation of any market data. 


Date: Thursday 7 June 2018
Time: 2pm
Cost: Free




Who will benefit?

Marketers and marketing enthusiasts from seed companies, growers, packers, processors, shippers, manufacturers, wholesalers and retailers

Meet the Speaker

Svetlana Bogomolova is an Associate Professor at the Ehrenberg-Bass Institute for Marketing Science, at the University of South Australia. As a marketing scientist studying the influence of supermarket environment on food choices, Svetlana has informed government policies in the US, UK and Australia about protecting and promoting consumer interests. This work advances an important emerging cross-disciplinary area of Health Marketing.

She is an accredited Qualified Practitioner in Marketing and Social research by the Australian Market and Social Research Society with more than 15 years’ experience conducting consumer surveys using both quantitative (online, telephone, mail, mall-intercept surveys), and qualitative (in-depth interviews, focus groups) research methods.

Her research is funded by highly competitive national grants, and a range of collaborative industry projects by health promoting organisations and commercial companies with interest in healthies foods.

Svetlana’s current projects focus on applying scientific laws of marketing to the data on consumer purchases of fresh produce, and exploring drivers and barriers of consumption of locally produced fresh and value-added fruits and vegetables. 

The Ehrenberg-Bass Institute is the world’s largest Institute for research into marketing. Based at the University of South Australia Business School, our team of 50+ marketing scientists are advancing marketing knowledge, busting pseudo-science marketing myths, and teaching marketers how marketing really works and how brands grow.

The Ehrenberg-Bass Institute helps companies all over the world, including many of the world’s best known brands including Mars, Coca-Cola, Mondelez, Colgate-Palmolive, Kellogg’s, Unilever and many more, to develop and beneļ¬t from a culture of evidence-based marketing. For more details visit

This is a free webinar, available to PMA A-NZ members only. Once you have registered and your membership status has been confirmed, you will recieve your webinar login

If you are unsure whether you're a member, please email 


This webinar is part of a series of workshops, resources and tools for industry marketers via the PMA A-NZ Marketing Exchange. For more resources, click here to join the community. 

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