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Effectiveness of innovative value-oriented marketing solutions on dairy market

Електронний науковий архів Науково-технічної бібліотеки Національного університету "Львівська політехніка"

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Поле Співвідношення
 
Title Effectiveness of innovative value-oriented marketing solutions on dairy market
 
Creator Stets, O.
Krykavskyy, Ye.
 
Contributor Lviv Polytechnic National University
 
Subject dairy market
marketing-mix innovative solutions
human values
338.43
658.4
 
Description 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.
 
Date 2018-05-31T12:01:45Z
2018-05-31T12:01:45Z
2017-01-20
2017-01-20
 
Type Article
 
Identifier 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.
2312-3435
http://ena.lp.edu.ua:8080/handle/ntb/41317
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.
 
Language en
 
Relation Economics, Entrepreneurship, Management, 1 (4), 2017
http://www.nielsen.com/ua/uk/insights/news/2016/CCI-Q2.html
http://www2.deloitte.com/uk/en/pages/consumerbusiness/articles/global-powers-of-retailing.html
http://www.nielsen.com/ua/uk/insights/news/2016/premiumization.html
1. Berehivskyy, P. S. & Zheleznyak, A. M. (2008). Konkurentospromozhnist molokopererobnykh pidpryiemstv: teoriia, metodyka, praktyka [The competitiveness of dairy enterprises: theory, methodology, practice]. Lviv. [in Ukrainian].
2. Vasylchak, S. V. (2005). Formuvannia ta rozvytok rehionalnoho rynku moloka i molochnykh produktiv [The formation and development of the regional milk and dairy market: monograph]. Lviv: Scientific-Production Enterprise “Ukrainian Technologies”. [in Ukrainian].
3. Shafalyuk, O. (2009). Modern approaches in optimization of assortment portfolios and the brands architecture of enterprises on the example of the dairy industry. Marketing in Ukraine [Marketing in Ukraine] 6, 49–58. [in Ukrainian].
4. Shafalyuk, O. (2008). Reserves for the demand growth and efficiency of marketing activities in the markets of dairy products]. Marketing in Ukraine [Marketing in Ukraine] 4, 12–18. [in Ukrainian].
5. Krykavskyy, e. V. & Kubrak, N. R. (2010) The current accents of the formation of enterprises’ competitiveness. Visnyk Khmelnytskoho natsionalnoho universytetu: ekonomichni nauky [Herald of Khmelnytsky National University: Economics Herald of Khmelnytsky National University: Economic Sciences] 3, 54–57. [in Ukrainian].
6. Krykavskyy, Ye. V. & Kosar, N. S. (2012). The formation of marketing strategy of industrial enterprise. Menedzhment ta pidpryiemnytstvo v Ukraini: etapy stanovlennia i problemy rozvytku. [Management and entrepreneurship in Ukraine: stages of formation and problems of development] Lviv, 748, 357–361. [in Ukrainian].
7. Kubrak, N. R., Krykavskyy, Ye. V., & Kosar N. S. (2013). Potentsial elastychnosti u formuvanni konkurentospromozhnosti promyslovykh pidpryiemstv [The potential of elasticity in the formation of the industrial enterprises’ competitiveness: monograph]. Lviv: Lviv Polytechnic Publishing House, 2013. (Series “The world of marketing and logistics”, 4). [in Ukrainian].
8. Bochko O. Yu. (2016). The current state of volumes of dairy production in Ukraine. International scientific journal, 2016. 9, 13–15. [in Ukrainian].
9. Yakymyshyn L. Ya. (2015). Strategic dimension of logistic operators in supply chains of products of daily demand. Economic Analysis: Sb. sciences works. Ternopil: Publishing and Printing Center of Ternopil National Economic University “Economic Thought”. V. 21, 2, 238–244. [in Ukrainian].
10. Na chomu ekonomliat Ukraintsi? [How do Ukrainians economize?]. (2017). Retrieved from http://www.nielsen.com/ua/uk/insights/news/2016/CCI-Q2.html [in Ukrainian].
11. Global powers of retailing (2017). Retrieved from http://www2.deloitte.com/uk/en/pages/consumerbusiness/articles/global-powers-of-retailing.html
12. V Ukraini stvoryly mapu yakisnoho moloka [A map of high-quality milk was created in Ukraine] Retrieved from http: //a7d.com.ua/novini/35524-ukrayina-zblshila-eksport-molochnih-produktv.html [in Ukrainian].
13. Premialni tovary abo smak harnoho zhyttia [Premium goods or a taste of a good life] Retrieved from http://www.nielsen.com/ua/uk/insights/news/2016/premiumization.html [in Ukrainian].
1. Berehivskyy, P. S. & Zheleznyak, A. M. (2008). Konkurentospromozhnist molokopererobnykh pidpryiemstv: teoriia, metodyka, praktyka [The competitiveness of dairy enterprises: theory, methodology, practice]. Lviv. [in Ukrainian].
2. Vasylchak, S. V. (2005). Formuvannia ta rozvytok rehionalnoho rynku moloka i molochnykh produktiv [The formation and development of the regional milk and dairy market: monograph]. Lviv: Scientific-Production Enterprise "Ukrainian Technologies". [in Ukrainian].
3. Shafalyuk, O. (2009). Modern approaches in optimization of assortment portfolios and the brands architecture of enterprises on the example of the dairy industry. Marketing in Ukraine [Marketing in Ukraine] 6, 49–58. [in Ukrainian].
4. Shafalyuk, O. (2008). Reserves for the demand growth and efficiency of marketing activities in the markets of dairy products]. Marketing in Ukraine [Marketing in Ukraine] 4, 12–18. [in Ukrainian].
5. Krykavskyy, e. V. & Kubrak, N. R. (2010) The current accents of the formation of enterprises’ competitiveness. Visnyk Khmelnytskoho natsionalnoho universytetu: ekonomichni nauky [Herald of Khmelnytsky National University: Economics Herald of Khmelnytsky National University: Economic Sciences] 3, 54–57. [in Ukrainian].
6. Krykavskyy, Ye. V. & Kosar, N. S. (2012). The formation of marketing strategy of industrial enterprise. Menedzhment ta pidpryiemnytstvo v Ukraini: etapy stanovlennia i problemy rozvytku. [Management and entrepreneurship in Ukraine: stages of formation and problems of development] Lviv, 748, 357–361. [in Ukrainian].
7. Kubrak, N. R., Krykavskyy, Ye. V., & Kosar N. S. (2013). Potentsial elastychnosti u formuvanni konkurentospromozhnosti promyslovykh pidpryiemstv [The potential of elasticity in the formation of the industrial enterprises’ competitiveness: monograph]. Lviv: Lviv Polytechnic Publishing House, 2013. (Series "The world of marketing and logistics", 4). [in Ukrainian].
8. Bochko O. Yu. (2016). The current state of volumes of dairy production in Ukraine. International scientific journal, 2016. 9, 13–15. [in Ukrainian].
9. Yakymyshyn L. Ya. (2015). Strategic dimension of logistic operators in supply chains of products of daily demand. Economic Analysis: Sb. sciences works. Ternopil: Publishing and Printing Center of Ternopil National Economic University "Economic Thought". V. 21, 2, 238–244. [in Ukrainian].
10. Na chomu ekonomliat Ukraintsi? [How do Ukrainians economize?]. (2017). Retrieved from http://www.nielsen.com/ua/uk/insights/news/2016/CCI-Q2.html [in Ukrainian].
11. Global powers of retailing (2017). Retrieved from http://www2.deloitte.com/uk/en/pages/consumerbusiness/articles/global-powers-of-retailing.html
12. V Ukraini stvoryly mapu yakisnoho moloka [A map of high-quality milk was created in Ukraine] Retrieved from http: //a7d.com.ua/novini/35524-ukrayina-zblshila-eksport-molochnih-produktv.html [in Ukrainian].
13. Premialni tovary abo smak harnoho zhyttia [Premium goods or a taste of a good life] Retrieved from http://www.nielsen.com/ua/uk/insights/news/2016/premiumization.html [in Ukrainian].
 
Rights © Національний університет "Львівська політехніка", 2017
 
Format 25-32
8
application/pdf
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Coverage Lviv
 
Publisher Lviv Politechnic Publishing House