Food Science and Technology

ISSN-print: 2073-8684
ISSN-online: 2409-7004
ISO: 26324:2012
Архiви

Marketing research in positioning and launching of yoghurt with a balanced chemical composition

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M. Mardar
N. Tkachenko
A. Lilishentseva
H. Burlaka

Анотація

Annotation. This article presents the analysis of marketing environment of the enterprises that produce yogurt products in Ukraine. In order to carry out a deeper analysis of the marketing environment of the new yoghurt drinks with a balanced composition of the major nutrients in food and increased probiotic properties, PEST and SWOT-analyses were conducted, they identified environmental factors that have favorable and adverse effects as well as internal strengths and weaknesses of the new product. Based on the results of marketing research of consumer preferences, the core audience of new yoghurt drink with a balanced chemical composition and the elevated concentration of Bifidobacteria were defined. The received results led to justification of the expediency of elaboration of new yoghurt drinks with probiotic properties and balanced composition of basic food nutrients as well as to formulation of a strategy of new product promotion on the consumer market of Ukraine.

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Як цитувати
Mardar, M., Tkachenko, N., Lilishentseva, A., & Burlaka, H. (2016). Marketing research in positioning and launching of yoghurt with a balanced chemical composition. Food Science and Technology, 10(4). https://doi.org/10.15673/fst.v10i4.246
Розділ
Нутриціологія, дієтологія, проблеми харчування
Біографія автора

M. Mardar, Одеська національна академія харчових технологій

Кафедра харчової хімії, доцент

Посилання

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