Effectiveness of innovative value-oriented marketing solutions on dairy market
Date
2017-01-20
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Lviv Politechnic Publishing House
Abstract
It has been found that optimum
distribution of incomes has undergone certain
transformational changes in current market conditions.
Thus, internationally, the largest share of income (60 %)
is the salary, while in Ukraine it makes only up to 35%
of the total income. Other 65 % comes from other
sources. The purchasing power of the population is an
important factor. In general, it has been proved (based
on the average salary) that Ukrainians spend more than
50 % of their income on food.
Main suppliers and brands operating on the
Ukrainian dairy products market (Molokiya™,
Yagotynske™, Bila Linia™, Voloshkove Pole™,
Slovianochka™, Activia™, Prostokvashino™,
Galychyna™) have been assessed under such criteria as
target audience, consumption purpose and product
value. It has been established that there is a segment of
premium goods consumers on the milk market who are
ready to pay more for high quality products.
The expediency of introducing non-traditional
methods of competition on the fast moving
consumer goods markets has been substantiated. The
most common example of such market is the market
of dairy products, which are reasonably priced and
have high level of nutrients, ensuring proper,
normalized human diet.
The effectiveness of implementing innovative
solutions to the marketing-mix development has
been identified, the solutions focusing on such
human values as natural and healthy food,
environmentally friendly attitude (Fresh Milk
technology, Pure-Pak Sense Aseptic packing).
It has been established that due to active use and
modification of traditional marketing tools, Ternopil
Dairy Factory PJSC (Molokiya™) showed impressive
results as for the market share and geographic coverage
of the market. The basis of these decisions was valueoriented
approach, i.e. focusing marketing activities not
only on the product and the customer, but also on the
traditional human values that are often not directly
related to any goods or consumers. These are the
following three topical areas:
– in the product policy – creation and/or
modification of the products included in the healthy
food diet with maximum preservation of natural
properties;
– in the distribution policy – dramatic
shortening of the production-consumption cycle,
resulting in a very slight loss of natural properties,
thus, radical reduction of the requirements for
protective functions of packaging;
– in the distribution policy – maximum
convenience of dairy products complete use and
packaging recycling.
Description
Keywords
dairy market, marketing-mix innovative solutions, human values
Citation
Stets O. Effectiveness of innovative value-oriented marketing solutions on dairy market / O. Stets, Ye. Krykavskyy // Economics, Entrepreneurship, Management. — Lviv : Lviv Politechnic Publishing House, 2017. — Vol 4. — No 1. — P. 25–32.