scholarly journals BRANDING AS AN EFFECTIVE MARKETING STRATEGY FOR THE COMPETITIVENESS OF THE DAIRY INDUSTRY

2020 ◽  
Vol 1 (2) ◽  
pp. 14-19
Author(s):  
Olha Kovalchuk
Keyword(s):  
Marketing Strategy ◽  
Dairy Products ◽  
Dairy Product ◽  
Dairy Industry ◽  
Theoretical Concept ◽  
Communication Policy ◽  
Poultry Products ◽  
Healthy Nutrition ◽  
Vegetable Milk

The purpose of the paper is to justify the theoretical concept, to identify the main trends and develop practical recommendations for the use of branding by dairy companies to increase their competitiveness. Methodology. To achieve results, it is necessary to develop the theoretical foundations of branding; to consider the current state and trends of the dairy market in Ukraine; to analyze the experience of other countries using branding; determine the role of branding in the marketing strategy of the dairy industry. Results. The article proves the growing role of branding in ensuring the competitiveness of enterprises. The content of the concept of brand and branding as a component of marketing activities is revealed. The expediency of forming a premium pricing strategy is justfied. Peculiarities of branding on the market of dairy products of Ukraine are highlighted. The main trends in the development of the range of dairy products are studied: healthy nutrition, growth of the “vegetable milk” sector and lactose-free products. The target segment of consumers and its features, the main stages of the advertising campaign in promoting dairy products on the market are determined. Practical implications. Creating new brands of dairy products and distributing them to the market through branding is an effective method of ensuring the competitiveness of dairy products, but Ukrainian producers do not know how to use it successfully. This is due to the fact that competition in the field of dairy products is very high, and therefore the use of various measures to improve product quality and price measures of competition are quite limited. Therefore, non-price factors of dairy product competitiveness and non-price factors of competition come to the fore. Branding helps to reduce the cost of services to promote dairy products on the market and increase the commercial effect. The subject of research is a set of theoretical, methodological aspects of the organization and application of branding dairy companies in order to increase their competitiveness. Branding as an effective tool of communication policy of enterprises will ensure and then increase the competitiveness of poultry products through its personalized positioning and promotion.

scholarly journals Gender differences in consumer preferences when buying dairy products in Slovakia and Russia

10.5219/1157 ◽  
2019 ◽  
Vol 13 (1) ◽  
pp. 720-729
Author(s):  
Iveta Ubrežiová ◽  
Mária Urbánová ◽  
Jana Kozáková ◽  
Tatiana Kráľová
Keyword(s):  
Gender Differences ◽  
Marketing Strategy ◽  
Dairy Products ◽  
Consumer Preferences ◽  
Dairy Product ◽  
Bonferroni Correction ◽  
Russian Market ◽  
Domestic Products ◽  
Culture Differences

In spite of geographical and culture differences between examined countries, there can be found similarities in consumer behavior of men and woman and also the similar tendencies on the dairy product market. In the last decade different fields of science concerns with the topic of gender differences more frequently. The article is based on a research of consumers' overall attitude to dairy products in Slovakia and Russia. The important role of gender differences underlines the outcomes of the questionnaire survey. Kruskal-Wallis test and Bonferroni correction was applied to verify the hypothesis whether there is a dependency between gender of the respondents and their attitude while choosing the dairy products in both countries. Analysis showed that in both countries women tend to buy dairy products more often than men. Also consumers prefer more domestic products, but Russian not as significantly as Slovakian. In both countries consumers consider the price of dairy products as high, but they don’t outline the price as the most important factor when choosing dairy products. At the same time, both genders consider quality as the most important factor. These results indicate the existence of a niche at the Russian market, which could be used by Slovak dairy producers who can possibly penetrate Russian market. In addition, the similar marketing strategy for both, Slovak and Russian market can be used if the advertisement will be sensitively focused on the gender.

scholarly journals Scientific appraisal of the Irish grass-based milk production system as a sustainable source of premium quality milk and dairy products

2017 ◽  
Vol 56 (1) ◽  
pp. 120-129 ◽  
Author(s):  
B. O’Brien ◽  
D. Hennessy
Keyword(s):  
Rural Communities ◽  
Dairy Products ◽  
Management Practices ◽  
Animal Health ◽  
Dairy Product ◽  
Dairy Industry ◽  
Well Being ◽  
Export Market ◽  
Economic Implications ◽  
The Future

AbstractThe Irish dairy industry is critically important to the economy and general well-being of a large section of the Irish population. Its quality, sustainability and maintenance are the key for a vibrant rural society in the future. Two important elements for the future of this industry include (a) the quality, marketing and sale of dairy products on the export market and (b) sustainability from the perspectives of people, planet and profit. This paper provides a short review of current scientific evidence in relation to a number of topics, each of which is important in maintaining and developing dairy product quality and the sustainability of the Irish dairy industry. The topics addressed in the paper are as follows: the parameters of milk composition; milk processing; hygiene quality and safety; farm management practices and the regulations that govern such practices; animal health and welfare; environmental impacts; economic implications for farm families and rural communities; and the overall future sustainability of the family-based dairy farm structure.

scholarly journals IMPROVEMENT OF MANAGEMENT OF MARKETING ACTIVITY OF POULTRY ENTERPRISES

2021 ◽  
Author(s):  
Viktoriia Zhmudenko
Keyword(s):  
Marketing Strategy ◽  
Fast Food ◽  
Policy Development ◽  
Consumer Preferences ◽  
Marketing Research ◽  
Marketing Management ◽  
Communication Policy ◽  
Poultry Products ◽  
Theoretical Approaches

The article systematizes theoretical approaches to defining the essence and role of marketing poultry products. Emphasis is placed on ensuring the protection of the interests of domestic producers, as well as increasing food production and improving their quality. The experience of organizing the marketing of producers of poultry products and its use in domestic practice is summarized. Peculiarities of marketing management of poultry enterprises are determined. Marketing research has been conducted to identify the influence of factors on the formation of consumer preferences when buying turkey meat. The main tasks of selling poultry products are indicated, namely: determining the volume and quality of sold products; control over the implementation of supply plans and contractual obligations for the sale of products; control over product sales prices; calculation of the commercial cost of goods sold; determination of revenue and financial results from the sale of poultry products. It is noted that production volumes should be functionally dependent on consumer demand. The study identified the marketing strategy of the company, adapted to the market of poultry products and proved that the marketing of poultry products should provide not only the optimal volume and quality of products, but also its diversity and availability at affordable prices. Measures to increase the efficiency of marketing management are substantiated, namely: increasing the production of refrigerated products and entering directly into the consumer market - in retail chains, consumer cooperation and further expansion of branded stores; increase of deliveries of production to areas of area and diversification of business on a vertical; creation of own fast food network of this enterprise. It was found that the most effective and promising is a competitive marketing strategy, which aims to constantly increase the market share of enterprises and will include increasing sales by improving communication policy, development of sales network and expanding the range of poultry products. For poultry enterprises, this is an additional opportunity to increase margins and increase sales.

scholarly journals A Review of the Role of Milk and Dairy Products in the Development of Obesity and Cardiometabolic Disease

2020 ◽  
Vol 4 (Supplement_2) ◽  
pp. 1629-1629
Author(s):  
Anestis Dougkas ◽  
Ditte Hobbs
Keyword(s):  
Dairy Products ◽  
Dairy Product ◽  
Fat Content ◽  
Product Consumption ◽  
Meta Analyses ◽  
Dairy Milk ◽  
Dairy Product Consumption ◽  
Milk And Dairy Products

Abstract Objectives The consumption of milk and dairy products makes an important contribution to children's nutrient intake, yet due to relatively high saturated fat content, the health benefits of dairy products have come under question and public health advice is often perceived as unclear. This review aimed to provide an overview of the current available evidence taken from systematic reviews and meta-analyses on dairy product consumption and risk of obesity, type 2 diabetes (T2D) and cardiovascular disease (CVD) in children, adolescents, and adults. Methods The literature of English-language systematic reviews and meta-analyses published up to September 2019 was reviewed by searching the following three databases: ISI Web of Science, PubMed, and Google Scholar. Search terms included ‘dairy’, ‘milk’, ‘yogurt’, ‘obesity’, ‘adiposity’, ‘bodyweight’, ‘type 2 diabetes’, ‘cardiovascular diseases’, ‘coronary heart disease’, ‘blood pressure’, ‘insulin resistance’, ‘glucose’, ‘children’, ‘adolescents’, ‘adults’ and combinations of these. Published work on calcium supplementation was excluded. Results Milk and certain dairy products were found to be not associated with or inversely associated with obesity in children and adolescents. In adults, consumption of milk and dairy products improves body composition and enhances weight loss during energy restriction diets, while it has a neutral effect on body weight in maintenance diets. Prospective cohort studies suggest that the consumption of dairy products, with regular or low-fat content, does not adversely affect the risk of T2D or CVD outcomes and may have a protective effect. The plausible mechanisms underlying the effect of dairy nutrients on obesity and cardiometabolic disease are incompletely understood but may include effects on lipolysis, lipogenesis and fatty acid absorption. Conclusions Dairy product consumption, as part of a balanced diet, may protect against the risk of obesity, T2D, and CVD. However, further research is needed to better understand the role of different types of dairy products and of different fat content in obesity, T2D, and CVD. The new and emerging range of products (including plant-based alternatives) being used as dairy milk substitutes has yet to be evaluated in scientific studies. Funding Sources None.

scholarly journals Use of the dairy product of the dairy industry in the technology of manufacture of protein dairy products

2019 ◽  
Vol 6 ◽  
pp. 44-48
Author(s):  
A.S. Filatov ◽  
◽  
K.V. Ezergayl' ◽  
Е.A. Petrukhina ◽  
A.G. Mel'nikov ◽  
...  
Keyword(s):  
Dairy Products ◽  
Dairy Product ◽  
Dairy Industry

scholarly journals Trade of Lithuanian Dairy Products and Vertical Relationship at the Stage of Distribution

Ekonomika ◽  
2002 ◽  
Vol 59 ◽  
Author(s):  
Heinrich Hockmann ◽  
Angelė Kėdaitienė
Keyword(s):  
Foreign Trade ◽  
Dairy Products ◽  
Dairy Product ◽  
Dairy Industry ◽  
International Market ◽  
Vertical Relationship

This paper focuses on the theory of vertical co-ordination and its application to agriculture and the dairy industry. More specially, the paper analyses the distribution of Lithuanian dairy products in both the domestic and international market. The domestic retail system and tendencies in dairy product foreign trade are surveyed in this paper as well.

scholarly journals A critical review of the role of milk and other dairy products in the development of obesity in children and adolescents

2018 ◽  
Vol 32 (1) ◽  
pp. 106-127 ◽  
Author(s):  
Anestis Dougkas ◽  
Suzanne Barr ◽  
Sheela Reddy ◽  
Carolyn D. Summerbell
Keyword(s):  
Dairy Products ◽  
Dairy Product ◽  
Positive Association ◽  
Fat Absorption ◽  
Cross Sectional ◽  
Body Fatness ◽  
Health Advice ◽  
Randomised Controlled ◽  
The Relationship

AbstractExisting reviews suggest that milk and other dairy products do not play a role in the development of obesity in childhood, but they do make an important contribution to children’s nutrient intake. It is thus curious that public health advice on the consumption of dairy products for children is often perceived as unclear. The present review aimed to provide an overview of the totality of the evidence on the association between milk and other dairy products, and obesity and indicators of adiposity, in children. Our search identified forty-three cross-sectional studies, thirty-one longitudinal cohort studies and twenty randomised controlled trials. We found that milk and other dairy products are consistently found to be not associated, or inversely associated, with obesity and indicators of adiposity in children. Adjustment for energy intake tended to change inverse associations to neutral. Also, we found little evidence to suggest that the relationship varied by type of milk or dairy product, or age of the children, although there was a dearth of evidence for young children. Only nine of the ninety-four studies found a positive association between milk and other dairy products and body fatness. There may be some plausible mechanisms underlying the effect of milk and other dairy products on adiposity that influence energy and fat balance, possibly through fat absorption, appetite or metabolic activity of gut microbiota. In conclusion, there is little evidence to support a concern to limit the consumption of milk and other dairy products for children on the grounds that they may promote obesity.

scholarly journals THE ROLE OF DAIRY COOPERATIVES IN REDUCING WASTE OF DAIRY PRODUCTS IN THE LUBELSKIE VOIVODESHIP

2018 ◽  
Vol 47 (1) ◽  
pp. 97-105 ◽  
Author(s):  
Maria Zuba-Ciszewska
Keyword(s):  
Dairy Products ◽  
Dairy Product ◽  
Local Data ◽  
Milk Products ◽  
Retail Chain ◽  
Important Link ◽  
Wide Range ◽  
Product Loss ◽  
Dairy Cooperatives

The purpose of this paper was to determine the roleof dairy cooperatives which are a crucial factor in reducinglosses of dairy products at the distribution stage of the dairyproduction chain in the Lubelskie voivodeship. The researchwas conducted on local data provided by one of the largestPolish supermarket chains. In the Lubelskie voivodeship,dairy products are manufactured in 18 plants, including 14dairy cooperative members. Basic dairy products are mainlysupplied by local dairies, especially by dairy cooperatives.Operators based outside the Lubelskie voivodeship supplythe majority of processed milk products. The greatest productlosses are related to products supplied by dairies based outsidethe voivodeship. The main cause of dairy product loss in thesupply chain was product expiry. On average, the largest shareof expired products (excluding desserts) was noted for goodssupplied by dairies based outside the voivodeship. As regardsmost products supplied from outside the voivodeship, theirshare in losses exceeds their share in sales (by a few or up toseveral dozen percent). The retail chain covered by this studymainly relies on a wide range of basic local dairy productsoffered by Lublin dairies, especially including dairy cooperatives.These suppliers continue to be an important link in theregional dairy chain.

scholarly journals CURRENT TRENDS OF DAIRY MARKET DEVELOPMENT

2021 ◽  
Author(s):  
Liudmyla Pavlovska ◽  
Kateryna Kaschuck
Keyword(s):  
Dairy Products ◽  
Raw Materials ◽  
Dairy Industry ◽  
Weighted Average ◽  
Value Added ◽  
Raw Milk ◽  
Cottage Cheese ◽  
Market Development ◽  
Dairy Market

The conducted research testifies to the significant influence of modern events on the dairy market development both in Ukraine and in the whole world. In the dairy industry of Ukraine, there is a significant crisis deepening: there is a tendency to reduce the number of cows and, consequently, reduce the raw milk production. Key indicators of the dairy industry continue to decline. The article covers the main modern market’s tendencies of dairy products development. The most important among them are: a significant increase in the weighted average price of raw materials for the dairy industry – raw milk; reduction of dairy products sales in general in small packages; increase in butter and hard cheeses consumption and gradual decrease in drinking milk consumption, fermented products, dairy drinks, as well as soft cheeses (cottage cheese); changing the range of desserts from drinking versions to versions of spoons, flavors, types of additives and forms of packaging; the use of cereal ingredients, crispy, muesli, which will play the role of a healthy snack; increasing consumption of healthy foods that increase resistance to disease; acquisition of lactose-free products’ new value; development of alternative plant-based products; growth of services via the Internet; increasing the role of "clean" label; introduction of new products and tastes that are especially appreciated by consumers; growing interest in long-ripening cheeses; sales growth in the "free from" segment; development of the natural yogurt market; special attention to the preferences of the elderly; the desire for more complex, interactive and green packaging of dairy products with additional features. Despite the deepening crisis in the dairy industry, the widespread introduction of various marketing tools, the introduction of innovations with an emphasis on organic dairy products, whose market is growing every year, will not only keep sales at the previous level, but while taking advantage of new dairy products’ consumer needs and new opportunities, redistribute income and expand the economic activity of dairy enterprises. And the adoption of Law № 6155 is a significant factor in improving the economic situation of food producers, establishing a fair distribution of value added in the producer-processor-consumer chain, ensuring food security and taking into account changes that comply with EU directives.

scholarly journals Retracted: Features of Planned Supply Chains in the Dairy Industry

2020 ◽  
pp. 51-62
Author(s):  
Rodion S. Rogulin
Keyword(s):  
Quality Control ◽  
Supply Chain ◽  
Supply Chain Management ◽  
Supply Chains ◽  
Dairy Products ◽  
Dairy Product ◽  
Dairy Industry ◽  
Efficiency Index ◽  
Systematic Analysis ◽  
Chain Management

RetractedModern dairy product supply chain management systems help minimize the production and distribution of unsafe or substandard products. The purpose of this article is to assess the capabilities and level of development of planning and quality control systems in the field of supply chain management in the dairy industry using the example of Russia, Kazakhstan and Lithuania. Through a systematic analysis of statistical information, descriptors of the effectiveness of logistics supply chains and development directions of the dairy industry in the field of improving planning and quality control are identified. This study uses secondary statistics from open sources as a basis for comparative analysis. The main indicators selected for analysis are: the efficiency index of logistics, the number of dairy products, milk and dairy products and other indicators of the dairy industry. It is concluded that an effective supply chain plays a very important role for the development of the dairy industry and improving food safety in the supply chain of these products.

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