Swedish Match : En kvalitativ studie om butikskonceptet

Title: Swedish Match-En kvalitativ studie om butikskonceptet  Author: Adam Waernér/Erik Rehnberg  Supervisor: Jonas Jonasson  Key Words: Communication, Branding, Culture, PR, Advertisement  Purpose: The purpose of this research is to understand the background of the launch of Swedish Match´s stores. Because of the strict laws against marketing of tobacco products in Sweden, we believe that the stores are an interesting way of approaching a new branding and communication strategy in the tobacco industry.  Research questions: What´s the background to the launch of Swedish Match Stores? What´s the stores impact on Swedish Match image? How do Swedish Match Stores impact the cultural status of snus? In what ways do the cultural trends impact the snus market?  Theory: In this study we have applied theories concerning culture, communication, branding, PR and advertisement. Methodology: We have chosen to apply a qualitative method on this research. The method consists of three different methods: one focus group, one observation study which consists of two different observations both in the Gothenburg store and the store in Stockholm, the last method is an online interview with the public relations officer of Swedish Match in Sweden. Because of the chosen method´s we hope to bring three different perspectives to the  study: From the customers perspective, from our own perspective and finally from the company´s perspective.  Findings: Through this research we discovered that the stores do not only work as a communication strategy for Swedish Match. The store as a phenomenon also works in the aspect of branding, PR and also gives a higher cultural status to snus. Through our own observation and the focus group we came to the conclusion that the stores in terms of image of Swedish Match implements a cultural aspect of swedishness to the company, as well as a more modern and new take on snus. We also came to the conclusion that snus is a cultural phenomenon that is impacted of other contemporary trends, such as gastronomic trends and the increased popularity of small scale exclusivity.

Dispersal in free-living, marine, benthic nematodes : passive or active processes?

Meiofauna, and especially marine nematodes are common in sediments around the world. Despite very wide ranging distributions in many nematode species, little is presently known about their dispersal mechanisms shaping these patterns. Rafting, and perhaps ballast water transport has been suggested as viable means for nematode long-range transport. On a much smaller scale other processes have been suggested for their dispersal. They generally include some form of passive suspension into the water column and later on a passive, haphazard settling back towards the bottom. Small-scale phenomena in nematode dispersal were studied by conducting a series of studies at Askö field station, Trosa Archipelago, Baltic proper. Studied aspects were one case of macrofaunal influence on nematode dispersal rate, using an amphipod, Monoporeia affinis as disturbing agent, and three different studies on mechanisms related to settling. The experiments were conducted both in laboratory and field settings. The amphipod Monoporeia affinis did not exert any influence on the dispersal rate in the nematodes. The nematode dispersal was only an effect of time, in the aspect that the more time that past, the more nematodes dispersed from their place of origin. The settling experiments revealed that nematodes do have an active component in their settling behaviour, as they were able to exert influence on the spot where they were to settle. They were able to choose settling spot in response to the food quality of the sediment. It also became evident that contrary to common belief, nematodes are able to extend their presence in the water column far beyond the times that would be predicted considering settling velocities and hydrodynamic conditions alone.

Factors structuring Fucus communities at open and complex coastlines in the Baltic Sea

This thesis deals with physical factors and biological interactions affecting the distribution of two fucoid species, Fucus vesiculosus and F. serratus, in the Baltic Sea. Studies have been carried out in two quite different environments: an archipelago, and an open rocky coast. The archipelago has an extremely long coastline with a heterogeneous submerged landscape of different substrate types, slopes, water qualities, and degrees of wave exposure. The factors influencing F. vesiculosus distribution, morphology and epiphyte composition were studied in the Stockholm archipelago using field surveys and spatial modelling in Geographic information systems (GIS). A GIS-method to estimate wave exposure was developed and validated by comparing the result to an index based on vertical zonation of lichens. Wave exposure was considered an important factor for predicting the distribution of F. vesiculosus by its ability to clean hard surfaces from silt, and a predictive model was constructed based on the information of wave exposure and slope of the shore. It is suggested that the lower distribution boundary of attached F. vesiculosus is set by sediment in sheltered parts of the archipelago, and by light availability in highly wave exposed parts. The morphology of F. vesiculosus was studied over a wave exposure gradient, and several characters responded in accordance with earlier studies. However, when separating effects of wave exposure from effects of other confounding water property parameters, only thallus width was significantly different. Several water property parameters were shown to be correlated with wave exposure in the Stockholm archipelago, and the mechanism responsible for the effects on F. vesiculosus morphology is discussed. The composition of epiphytes on F. vesiculosus varied over a wave exposure gradient with a positive correlation to Elachista fucicola, and a negative to Chorda filum. At an open coast the physical environment is much less heterogeneous compared to an archipelago. The distributions of F. vesiculosus, F. serratus, turf-forming algae, and the seafloor substrate, were surveyed along the open coasts of Öland and Gotland. Turf-forming algae dominated all hard substrates in the area, and Polysiphonia fucoides was most abundant. At the Gotland coast F. vesiculosus was less abundant than at the Öland coast, and F. serratus occurred only in the southern-most part. Fucus serratus was increasingly more common towards south which was interpreted as an effect mainly of the Baltic salinity gradient, or the variation of salinity that has occurred in the past. The effects of turf-forming algae and sediment on F. serratus recruitment at 7 m depth off the Öland east coast were studied in the field, and by laboratory experiments. Almost no recruits were found in the algal turf outside the F. serratus patches. More fine sediment was found in the turf than in the F. serratus patches, suggesting that the turf accumulates sediment by decreasing resuspension. Both filamentous algae and sediment decreased the attachment ability of F. serratus zygotes and survival of recruits, and sediment had the strongest effect. It is therefore suggested that F. serratus has difficulties recruiting outside its patches, and that these difficulties are enforced by the eutrophication of the Baltic Sea, which has favoured growth of filamentous algae and increased sedimentation. An overall conclusion is that Fucus distribution is affected by large-scale-factors, such as the eutrophication and salinity changes of the Baltic Sea, as well as by small-scale variation in wave exposure, substrate and slope, and by surface competition with neighbouring species.