Экономические науки/ 6. Маркетинг и менеджмент

Launetc E.P.*, Reznichenko D.A.**, Maslennikova E.V.*

*The Vladivostok state university of economy and service, Russia

**Maritime State University named after G.I.Nevelskoy, Russia

Review of the market of synthetic detergents

The steady tendency of the further expansion of a zone of commercial presence of leading world manufacturers remains In the world market of household washing-up liquids. The largest companies Procter & Gamble and Henkel have sated the American and European markets with the production and have entered struggle for the consumer in the Russian market.

The modern Russian market of means of household chemical goods is the big assortment of production of the Russian and foreign manufacturers. Their appointment is to help about the house. The assortment of the household chemical goods can be divided into following groups of household hygienic means: for care of linen, — the synthetic washing-up liquids intended for washing and an additive, supplementing action of washing preparations: bleaches, conditioners, salts for washing, color reducers, products for soaking, for removal of stains, a laundry soap; for care of dwelling (cleaning and washing-up liquids most of different function — for washing of ware, a floor, a toilet bowl, carpets, glasses, means for disinfection, universal washing-up liquids).

The domestic market of the synthetic detergents estimate in 900 thousand tons a year according to marketing agency AC Nielsen. Capacities occupied in branch about 70 domestic large enterprises allow to reach such volume of output. They make 940 thousand tons with prospect of growth of capacity on 10—15 % a year. The total load of capacities would allow to reach the sanitary code of consumption of the synthetic washing-up liquids even without import attraction.

Now in Russia it is made less than half of necessary quantity of the synthetic detergents, and the consumption level remains to one of the lowest in Europe. The consumption level of washing-up liquids in different commodity execution should make not less than 7 kg a year, and in Russia consumption per capita makes no more than 4 kg according to sociologists and medical workers .

The factor of "a shadow turn” household hygienic means which is formed at the expense of illegal manufacture, and also illegal import by weight in Russia.

At first Procter and Gamble have come on the Russian market, having redeemed the largest enterprise for manufacture of washing means - Novomoskovskbythim, and then Henkel-enterprise "Ayr" in Tosno and Engels in the beginning of 90th. Henkel gets the third Russian enterprise of Open Society "Pemos" to Perm In 2001. One more foreign firm - "Unilever" owns Joint-Stock Company "Aist". Import production is delivered by firms Reckitt Benckiser and Cussons.

The enterprises with the domestic capital develop ambiguously. A number of the enterprises, such as Open Company "Nefis" Kazan, Open Society "Vesna" Samara, Open Society “Concern the Kalina” Omsk, stably increase manufacture, both on volume, and on assortment. Other domestic enterprises that have counted on a low price segment, don't maintain a competition.

Tendencies of development of a domestic production of the goods of household chemical goods: expansion of manufacture of means for washing in automatic washing machines; manufacture of gels and liquids for automatic washing; manufacture of means for washing of color linen; expansion of assortment of means with various aromas (traditional aromas a lemon and needles, among novelties - fruit and flower smells); manufacture of means without use aromas; manufacture of the goods of narrow appointment (bleaches for a tulle or underwear, means for cleaning of electric teapots or fresheners for refrigerators); working out of the concentrated structures (the consumer receives more product with high % of active components. It is possible to choose optimum concentration of goods depending on degree of pollution of a processed surface. Also the quantity of a packing material is reduced); working out of goods with biodecomposed structure; realization of goods of household chemical goods through virtual shop (orders it is possible to do in several languages).

Volume of the market of household chemical goods in Russia in 2009^th. Has made 126,5 billions rbl that is equivalent 5,05 billions $ according to agency DISCOVERY Research Group. The market volume has grown on 7,8 % from 2009^th - 2010^th. The greatest growth is shown by a segment into which goods for washing – 8,8 % enter.

Leaders of the market of household chemical goods on 2010^th – transnational companies Procter & Gamble (30 %), Henkel (13,7 %), Reckitt Benckiser (6,6 %). Among the Russian companies most successfully competes to aforementioned leaders “Nefis Kosmetiks” (4,5 %).

Manufacture of the goods of household chemical goods in Russia increases (an exception the segment of means for bleaching of fabrics) is, and import volumes decrease both in cost, and in natural expression.

The household chemical goods are delivered from Turkey, Ukraine, Poland, the USA, Great Britain and Germany. The basic exporters of the Russian household chemical goods The CIS countries, Poland, Finland, the USA are the basic exporters of the Russian household chemical goods.

Every year the Russian consumers are more exacting to that the household chemical goods rendered as smaller influence both on their own health, and on environment is possible. Demand for the goods which are capable to satisfy similar requirements grows. It concerns, for example, cleaning and washing-up liquids which don't spoil a skin of hands. Growth of demand for the household chemical goods on care of the child also is obvious.

Литература:

1. Готовые и заказные маркетинговые исследования рынка [Электронный ресурс]- Режим доступа : http://www.drgroup.ru/

2. Исследование потребительских рынков [Электронный ресурс] - Режим доступа : http://www.acnielsen.ru/