PRODUCT POSITIONING OF PAT KFSW "STOLICHNIY"

National University of Food Technologies (Kiev, Ukraine)

Marina Pirnak

The market positioning at modern terms is one of the most effective methods of competitive activity on the user markets.

Position of commodity is a place which this commodity occupies in consciousness of buyers by comparison to analogical competition commodities. Forming of certain clearly defined commodity position that must have the character guided by a firm.

Commodity positioning is a complex of marketing measures due to which users identify this commodity by comparison to commodities-competitors. Certainly, the question is about positive attitude of users toward the commodity of firm, which must become investigation of strategy of positioning realization. The special place in this process occupies communication policy among the aims of which is producing a certain image of brand.

Basis of positioning are results of marketing researches, they, depending on the purpose of enterprise, determine their directions and maintenance that, in same queue, predetermines application of the proper methods: expert estimations, market testing, questioning, and others like that. Investigating perception of enterprise's commodities from the side of potential buyers, it is more expedient to conduct the market testing, studying positions of enterprise's commodities in relation to competition analogues are expert estimations, for the exposure of rating of consumer advantages and reactions of buyers on positioning - questioning of the buyers.

Positioning of product consists in that, coming from the estimations of users at the market of certain product, to carry out the choice of such parameters of product and elements of marketing complex, which from point of having a users' special purpose will provide a product competitive advantages.

Positions are described by attributes (parameters) which are important for users and which are selected by them. A price can be a key parameter for the purchase of grocery commodities, level of services - at the choice of bank, quality and reliability - at the purchase of computer and others like that.

The main purpose of positioning strategy consists in producing favor of user for the commodity of firm through determination of positive differences of this commodity from the commodities of competitors.

F. Kotler points such possible strategies of positioning:

·     positioning by an attribute (by certain description of commodity brand);

·      positioning by advantage (commodity brand is positioned as a leader from the grant of certain service for users);

·     positioning by using (a commodity brand is positioned as the best for a certain goal);

·     positioning by users (a commodity brand is determined as the best for the concrete user's group);

·     positioning by competitors (a commodity brand is determined as the best by comparison to competitors);

·     positioning by product's categories (a commodity brand is estimated as a leader in a commodity category);

·     positioning by correlation of price/quality (the best combination of price and quality levels of commodity brand is elected).

Let's see the products positioning of sparkling wines of PAT KFSW "Stolichniy" and other producers - competitors by quality and price. Ten users are interviewed for evaluative five point scale (respectively: 1-bad, 2-unsatisfactorily, 3-satisfactorily, 4-good, 5-excellent) by two basic descriptions - quality and price.

The results of consumers interviewing in relation to quality of commodities are presented in a table. 3.3.

Table. 3.3

Results of interviewing in relation to quality of sparkling wines are in points

Producer

Users

Mean value

1

2

3

4

5

6

7

8

9

0

1

2

3

4

5

6

7

8

9

0

1

12

Continuation of table 3.3

1

2

3

4

5

6

7

8

9

0

1

12

1. KFSW "Stolichniy"

5

4

5

5

5

4

4

5

4

5

4,6

2. Artemovsk FSW

4

5

4

5

5

4

5

5

4

5

4,6

3. "Ukrvino"

3

4

4

5

4

3

4

4

3

5

3,9

4. FSW "Noviy Svit"

5

4

5

5

4

5

3

5

4

5

4,5

5. "Zolota Balka"

4

3

4

4

4

2

4

5

3

4

3,7

Results of table. 3.3 show that most of users in quality give advantage the products of KFSW "Stolichniy" and Artemovsk FSW, which have a mean value of quality - 4,6, and also FSW "Noviy Svit" with an index 4,5. The worst results of questioning were got by "Zolota Balka" and "Ukrvino" with indexes - 3,7 and 3,9.

Positioning by the second factor - by a price is in the table. 3.4.

Table 3.4

Results of interviewing in relation to the price of sparkling wines are in points

Producer

Users

Mean value

 

1

2

3

4

5

6

7

8

9

0

1. KFSW "Stolichniy"

4

4

3

5

5

4

4

5

5

4

4,3

2. Artemovsk FSW

4

4

3

5

4

3

4

4

5

4

4

3. "Ukrvino"

4

3

3

4

5

3

4

5

4

4

3,9

4. FSW "Noviy Svit"

3

3

2

4

4

2

3

5

5

3

3,4

5. "Zolota Balka"

4

4

3

5

4

4

3

4

4

3

3,8

According to the table 3.4 evidently, that most of users by the cost factor satisfies of KFSW "Stolichniy" and Artemovsk FSW with the mean values of price estimation - 4,3 and 4. By a less measure satisfactory is a price of "Ukrvino", "Zolota Balka" and FSW "Noviy Svit" with indexes accordingly - 3,9; 3,8 and 3,4 points.

Results of estimation of sparkling wines in quality and price are lighted up in the figure 3.1.

Figure 3.1. Positioning of sparkling wines by quality and price

As we see from figure 3.1 the best positions at price and quality are occupied by KFSW "Stolichniy", the second places occupy Artemovsk FSW, FSW "Noviy Svit" has quite good results in quality, but low - in price. "Ukrvino" and "Zolota Balka" have the worst position, they have low indexes of quality and price.

   Scientific supervisor: L. Vlasenko