scholarly journals CONSUMER PREFERENCES AS A BASIS FOR CREATING A BRAND POSITION FOR WINE PRODUCTS

2021 ◽  
pp. 153-166
Author(s):  
Olga Mikhailovna Khamidova ◽  
Oksana Nikolaevna Ulanovskaya
Keyword(s):  
Consumer Goods ◽  
Mass Production ◽  
Consumer Preferences ◽  
Marketing Research ◽  
Product Line ◽  
Target Audience ◽  
Behavioral Characteristics ◽  
Wine Making ◽  
Brand Position ◽  
Additional Value

The relevance of the article lies in focusing on the positioning factors when creating an attractive wine brand for the target audience. In other words, the creation of a more advantageous brand position of a product and / or product line in comparison with competitors’ products based on research on consumer preferences, perceptions and cultural and behavioral characteristics. To achieve the goal of the article, the genesis of the terms was revealed — brand, branding and positioning; the concept of «brand position» was proposed for use in marketing of consumer goods, the needs for wine-making products at all levels of the pyramid of A. Maslou are considered; a marketing research of consumer preferences of the target audience was carried out. The study revealed that in the global competitive market for mass production, communications and distribution, the brand of a product becomes a powerful tool that creates additional value and stability for products and firms.

scholarly journals CONSUMER RESEARCH IN THE PROCESS OF CREATION AND DISTRIBUTION OF INNOVATIVE PRODUCTS

2021 ◽  
Author(s):  
Tetiana Reshetilova ◽  
◽  
Tetiana Kuvaieva ◽  
Keyword(s):  
Consumer Preferences ◽  
Marketing Research ◽  
Target Audience ◽  
Marketing Communication ◽  
Innovative Product ◽  
Market Failures ◽  
Communication Tools ◽  
Consumer Innovativeness ◽  
Innovative Products ◽  
The Impact

The motivated consumer innovativeness in the creation and distribution of innovation products are considered. The process of determining the consumer preferences of innovative products based on its attributes is investigated. The target audience selection mechanism for the marketing communication complex formation considering the consumer motivation is developed. One of the ways of maintaining the competitiveness of the enterprise, the development of new market segments is the withdrawal of innovative products. This process is always quite risky, even when an innovative product has obvious benefits for consumers. The results of many studies have shown that more than 30% of consumer goods and about 20% of industrial goods suffer market failures. This is due to the fact that innovative products are mainly created only on the basis of new knowledge, without taking into account the real needs of the market. Under these conditions, the key factor in the market success of the product is the marketing research of consumers at the stage of creating an innovative product. Communication impact on consumer categories "innovators" and "early followers" leads to a faster perception of innovative products by the entire target audience. The impact on different categories of consumers through different sets of marketing communication tools corresponds to an approach based on the motivation of consumers of innovative products. The development of a set of marketing communication tools should take into account the needs that meet the innovative products or the relative advantages that they possess.

Product line selection of fast-moving consumer goods

Omega ◽  
2020 ◽  
pp. 102389
Author(s):  
Xavier Andrade ◽  
Luís Guimarães ◽  
Gonçalo Figueira
Keyword(s):  
Consumer Goods ◽  
Fast Moving ◽  
Product Line ◽  
Fast Moving Consumer Goods ◽  
Line Selection ◽  
Selection Of

scholarly journals INFLUENCE OF MARKETING TOOLS ON IMPROVING PRODUCT QUALITY

2020 ◽  
Vol 15 (1) ◽  
pp. 111-116
Author(s):  
Margarita Karimova ◽  
Nazira Sagitova
Keyword(s):  
Quality Management ◽  
Product Quality ◽  
Building Materials ◽  
Marketing Research ◽  
Target Audience ◽  
New Type ◽  
Quality Of Products ◽  
Object Of Study ◽  
Competitive Product

The high quality of products and services is a guarantee of the company’s success in the market. The purpose of our study is to assess the feasibility of developing a new competitive product, taking into account the preferences of consumers. To achieve this, marketing tools aimed at product quality management were used. In the course of the work, a full cycle of marketing research was conducted, including questionnaires, the formation of a portrait of a consumer of products, and economic calculations. Object of study - a large regional enterprise - a center for sales of building materials. The work performed at the junction of two scientific fields (marketing and quality management) provided a synergistic effect in terms of cost reduction when creating a competitive product, and also allowed us to offer original recommendations for improving quality in general. According to the results of marketing research, which consisted in questioning the target audience using the free “Google Forms” service, such characteristics as “assortment” and “appearance” were recognized as the least satisfying consumers in the existing market for facing bricks. Based on the detailed analysis, a new type of product (“Chocolate velvet” brick) was developed that meets the wishes of the target audience of customers. An additional positive effect from the transition of the enterprise to its production in the amount of 91,600 conventional units per month will be an increase in profit, compared to 2017 (942,500 rubles), by 1,1533240 rubles, the expected efficiency of transferring an innovative product to production (profit growth / costs) will be 1.22. Determination of consumer requirements specifies the technological task during the transition to the production of a new type of product. Replacing the production of old-style finishing bricks with the release of a new type of product allows you to create a customized product that is guaranteed to find its customer due to its high customer loyalty

scholarly journals Bank’s marketing policy formation in a pandemic as ensuring resilience in the Russian economy

2020 ◽  
Vol 208 ◽  
pp. 07003
Author(s):  
Tatyana Solosichenko ◽  
Nadezhda Goncharova ◽  
Pavel Letov
Keyword(s):  
Price Competition ◽  
Consumer Preferences ◽  
Marketing Research ◽  
Policy Formation ◽  
Survey Method ◽  
Main Hypothesis ◽  
Goods And Services ◽  
Marketing Policy ◽  
Return On Capital ◽  
High Level

The gist of this article boils down to improving the efficiency of the bank’s marketing policy in a pandemic. The growing needs of buyers, the growth of non-price competition and the supply of goods and services on the market indicate the relevance of the problem of forming a marketing policy. Factors such as imperfection of market relations, inflation, low population growth rate, high level of income differentiation of the population are characteristic of the Russian market. The article stresses that it is necessary to conduct a marketing policy competently in order to ensure the return on capital and a stable position in the market. The main hypothesis is based on changing consumer preferences. The marketing research was conducted by a survey method in the form of a survey of respondents. The aim of the study was to determine the strengths and weaknesses of the organization providing credit products. A survey of consumers of credit products made it possible to determine vectors and control points when choosing a product by a consumer. This, in turn, made it possible to determine the parameters of the loan products, which need to be changed in order to increase the degree of customer satisfaction. The criteria for choosing a loan, the preferred channels for obtaining a loan and the attitude towards credit institutions that provide loans have also been determined. The article presents the activities that determine the marketing policy for future periods.

INFORMATION SUPPORT OF THE MARKETING RESEARCH SYSTEM OF THE MINERAL WATER MARKET

2021 ◽  
Vol 298 (5 Part 1) ◽  
pp. 245-251
Author(s):  
Alona Tanasiichuk ◽  
Liudmila Serednytska ◽  
Nataliia Dobrovolska ◽  
Keyword(s):  
Mineral Water ◽  
Business Processes ◽  
Consumer Preferences ◽  
Marketing Research ◽  
Information Support ◽  
Water Market ◽  
Business Decisions ◽  
Mixed Form ◽  
Level Of Satisfaction

It has been demonstrated that in the conditions of overcoming the consequences of corona crisis an important issue is the organization of business processes, which, as of the time of the study, is carried out on a mixed form. It is substantiated that enterprises should assess their capabilities and be ready to make quick business decisions in the case of reintroduction of quarantine for enterprises. It is substantiated that the organization of marketing research of commodity markets and timely provision of managers of structural units with reliable information is important for the effective conduct of business by domestic enterprises on a mixed form. In the study the sequence of information support for marketing research of the mineral water market has been developed. The dynamics of incomes and the level of demand of mineral water consumers during the period of corona crisis has been determined. As a result of the research it was concluded that the mineral water market, unlike other sectors of the economy, has favorable prospects for further development. A portrait of a mineral water consumer and his level of satisfaction with the quality of mineral water, pricing and assortment policy on the domestic market have been determined. This study will determine consumer preferences for the choice of mineral water and take into account its results by domestic production and trade enterprises. Other enterprises will be able to develop a similar sequence of information support for marketing research of the commodity market in which they carry out their business activities.

Bhuira Jams: changing lanes to break logjam

2019 ◽  
Vol 9 (2) ◽  
pp. 1-31
Author(s):  
Somnath Chakrabarti ◽  
Vijay Chadha ◽  
Rajiv Agarwal
Keyword(s):  
Small Business ◽  
Rural Women ◽  
Consumer Preferences ◽  
Product Line ◽  
Lifestyle Changes ◽  
Indian Society ◽  
Content Type ◽  
Academic Level ◽  
Commercial Enterprise ◽  
Socially Relevant

Learning outcomes This case provides insights about the importance of market research, market segmentation, distribution, product positioning, branding and advertising for a small but growing enterprise. This case provides insights into nuances about organizing and running a family-owned small business –Bhuira Jams has to objectively decide on its way-forward which can be a pure social enterprise or a pure commercial enterprise. This case provides understanding regarding the differences between the two models in terms of funding, accounting, legal, marketing and operational aspects. Case overview/synopsis In January 2017, Linnet Mushran had just won an award from the PHD Chamber of Commerce for her work in generating local employment for rural women in the village Bhuira, Himachal Pradesh, India. This award did make her feel happy. However, more than happiness, it got her thinking as to how would Bhuira Jams – the child born out of her passion for mountains and out of the desire to do something good survive in the coming years? Bhuira Jams was never designed like a formal business. Being a family run socially relevant business, Bhuira Jams faces the challenge of operational efficiency, along with an uphill task in marketing and distribution. Almost 35 per cent of its sales comes from Fabindia, which re-sells the Bhuira products under the Fabindia label. Thus, currently there is very little focus and expenditure in Bhuira on marketing and distribution. Another challenge faced by Bhuira Jams is driven by the health and lifestyle changes occurring in the Indian society. Consumer preferences are shifting towards low fat diets, and there is growing Americanization of the Indian society. This can be a double whammy for Bhuira’s main product line of preserves, which are high on calorie and are traditionally British. Complexity academic level Bhuira Jams conceptually is close to a family owned business due to the involvement of husband, daughter-in-law and son-in-law of Linnet. Thus, this case provides insights into nuances about organizing and running a family owned small business. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 11: Strategy

Increasing Baseball Revenue from the Female Market

2015 ◽  
Vol 4 (1) ◽  
pp. 85-91
Author(s):  
Mark Dodds ◽  
Larry DeGaris ◽  
Alan L. Morse ◽  
Luisa Velez-Colon ◽  
David Perricone
Keyword(s):  
Marketing Research ◽  
Research Data ◽  
Target Audience ◽  
Marketing Plan ◽  
Target Market ◽  
Minor League Baseball ◽  
Minor League ◽  
Gender Similarities ◽  
A Minor ◽  
Baseball Fans

Claire Monroe was challenged to increase a minor league baseball team’s revenue and was in charge of developing a marketing plan to target female baseball fans. This would be a new target market for the team. The increasing female fan base can create revenue for baseball franchises through ticket, merchandise, and concession sales, as well as connecting with sponsors who specifically target female customers. Although there are many gender similarities in regards to fan avidity, there are important differences between the sexes in terms of motivation, media, and merchandise needs. Claire must research the target audience, analyze marketing research data, and make recommendations to increase female attendance to have those women spend more money on baseball-related items.

The effect of female celebrity spokesperson in FMCG advertising: neuromarketing approach

2017 ◽  
Vol 34 (3) ◽  
pp. 202-213 ◽  
Author(s):  
Lina Pileliene ◽  
Viktorija Grigaliunaite
Keyword(s):  
Marketing Research ◽  
Advertising Effectiveness ◽  
Marketing Theory ◽  
Brain Potentials ◽  
Advertising Campaign ◽  
Content Type ◽  
Brand Position ◽  
Questionnaire Research ◽  
Practical Implications ◽  
Selection Of

Purpose The purpose of this paper is to develop guidelines for the selection of a female advertising spokesperson and brand position regarding the selected spokesperson in the context of fast-moving consumer goods (FMCG) advertising. Design/methodology/approach The paper presents findings using both neuromarketing and traditional marketing research methods. Findings The findings are based on the results of P300 event-related brain potentials, eye-tracking experiments and a questionnaire research. It was concluded that a famous female spokesperson indeed has a significant effect on FMCG advertising effectiveness. Practical implications The selection of a female celebrity spokesperson when seeking FMCG advertising effectiveness depends on the primary determined aim of marketing communication. If the aim of the advertising campaign is to form attitude, then selecting a celebrity as the FMCG advertising spokesperson is recommended, but if the aim of the FMCG advertising campaign is to enhance brand awareness, it is recommended to select a non-celebrity spokesperson. Furthermore, the brand should be presented at the top of the advertisement’s layout, particularly when a celebrity is chosen as a spokesperson because this allows lowering the possibility of the “vampire effect” occurrence. Originality/value As a study on the effect of a female spokesperson on FMCG advertising effectiveness, this research will be of academic interest, integrating both marketing theory and neuroscience to analyze and evaluate consumer behavior. This research is also relevant to businesses, because it provides guidelines for the selection of female advertising spokespersons in the context of FMCG advertising.

Henry Ford and the Model T: Lessons for Product Platforming and Mass Customization

2008 ◽  
Author(s):  
Fabrice Alizon ◽  
Steven B. Shooter ◽  
Timothy W. Simpson
Keyword(s):  
Mass Customization ◽  
Mass Production ◽  
Economies Of Scale ◽  
Production Systems ◽  
Product Line ◽  
Innovative Product ◽  
The Past ◽  
Henry Ford ◽  
Current Practices

Everyone knows Henry Ford’s famous maxim: “You can have any color car you want so long as it’s black”. While he is recognized as the father of mass production, his contributions extend well beyond that, offering valuable lessons for product platforming and mass customization. While Ford’s pioneering production systems are widely known and studied, few realize that Ford’s Model T could be viewed as one of the greatest platforms ever created, enabling his workers to customize this model for a variety of different markets. In this paper, we study Ford’s Model T in depth and describe insights into Ford’s vision and his car: how the platform was built, how it was leveraged, and how the platform was maintained dynamically and with continuous improvements to maximize learning and economies of scale. Finally, we compare Ford’s approach to more current approaches to learn from his innovative product line. In some aspects this old car still runs faster than us, and we can learn valuable lessons from the past to avoid future mistakes and improve current practices.

Sign in / Sign up

Export Citation Format

Share Document