Market
of yogurt. Competitive advantages at national and international markets
Educational and Research Institute of Economics and
Management, NUFT
Anna Budnik
Formulation of the
problem. Yogurt normalize metabolic processes in the body. The usefulness of yogurt show the
ability to prevent the formation and propagation of harmful bacteria in the
intestinal tract. Thus, regular
consumption of this product facilitates effective cleaning of the whole
organism.
The aim of the
study. Analyzing the market of dairy products and yogurt place in the structure
of product lines, define indicators of the competitiveness of the product,
which affect the positioning, summarize trends in product development at the
national and international markets.
Basic material research. Dairy products market is
one of the most important and necessary food. Because
dairy products are in demand almost the entire population of the world. The modern market of products of
nutrition occupies a large portion of dairy products. Due to the popularity of proper
nutrition and healthy lifestyles, market dairy products increases due to a
large number of sales, number of extended product range and the media.
Dairy products market is divided into
the following segments: the market for milk and dairy products market, cheese
market, butter market and the market for milk powder, milk preservatives. From the significant market share
occupied by dairy products. Today,
they are a rich assortment of dairy products (over 250 species). It includes the following products:
yogurt, sour cream, cheese, sweet and others. The
market of dairy products yogurt is one of the leading.
Today the market of dairy
products have seen a massive competition among manufacturers of domestic and
foreign manufacturers basically a guarantee of high quality products and
control pricing. The
competitiveness of dairy products such as yogurt is relative characteristic
that expresses features of production. There
are three main groups of system factors that shape the competitiveness of dairy
products.
The first group includes
regulatory factors associated with the standards of the relevant parameters of
product compliance and the need to control them (e.g. quality of raw milk for
the production of products in internal and external markets, the quality of
manufactured goods).
The second group
describes the technical factors relating to production technology, its
environmental safety and human health, aesthetic design, ease of use
(particularly dairy ecological safety, market size, the share of dairy products
sold; ease of access the market; uniformity market competitive position of milk
companies already operating in this market; the ability of technological
innovation in the industry, the competitiveness of the region and country).
The third group of
economic factors determine the price of products directly on the basis of
interest costs for the purchase of goods in the consumer basket.
The main indicators of
competitiveness that most influence the choice of yogurt consumers is its flavor
characteristics and nutritional benefits of the product, in this regard,
today's manufacturers are added to yogurt, fruit, cereals, jams, cheese effort
to satisfy the appetite of the population. Fruit,
natural supplements and helpful, but the warehouse in yogurt is still present
flavors and dyes. However, it can
provide a guarantee of Ukrainian market of low-quality imports. The only thing that can stop the
future development of dairy industry is hindrance of raw materials.
Today the international
market presents a variety of dairy products. The world leader in milk
production and dairy products, including yogurt is USA. The world leader in yogurt is such
multinational giants: Danone, Bel, Ehrmann, Campina, Mertinger, Nordmilch,
Unimilk. Yogurt remain attractive
for producers, especially in terms of the wide assortment of opportunities.
The structure of the
range of milk products by producers is as follows: the highest share occupied
by the company «Wimm-Bill-Dann», namely 30%, while the company «Danone» is 24%
of the total range of the dairy market, the third place is «Unimilk» which owns
22% following the company «Herman», which is 11% and the lowest share of the
company takes «Sampina» which is only 3% and 10% are other manufacturers of
dairy products.
The level of economic
development in different countries can vary significantly. Because of brand management policy
must take this factor into account. There
are several approaches to solving this problem. The first approach is to adapt product
lines to the market. The second
approach involves segmentation of the product line. The third approach is the gradual
introduction of innovations. For
example, Danone Group is positioned entirely on the concept of «good health». This is a fairly broad concept, and it
may not mean the same thing in India and Scandinavia. In fact, Danone distinguishes three
stages of development, corresponding to the three levels of maturity of the
market, quality and safety, health and nutrition and active health. Markets that are in each of these
stages, the proposed introduction of products that meet existing broad understanding
of the concept of «health».
Conclusions. Thus, analyzing the yogurt market and competitive product on the
national and international markets.
The state of the dairy market and the structure in place yoghurt product range,
which shows that the largest share is a structure products dairy products. Defined indicators of the competitiveness
of the product, which include regulatory, technological and economic factors
that most influence the positioning and generalize the trend of product
development at the national and international markets. According to
international experience, we see that the market for dairy products yogurt
constantly updates its range, that is, yogurt drinks are the general background
of dairy products very attractive for multinational manufacturers such as:
Danone, Bel, Ehrmann, Campina, Mertinger, Nordmilch, Unimilk.
Література:
1. Чугаєвська
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А.В. Конкурентна стратегія МНК «Groupe Danone» [Електронний ресурс] // Режим
доступу: http://studme.org/36957/marketing/mezhdunarodnyy_brending_transnatsionalnyh_kompaniy_rynke_fmcg
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Міжнародний брендінг транснаціональних компаній на ринку FMCG [Електронний
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