MARKETING TECHNIQUES FOR THE PROMOTION OF THE NEW TYPES OF DESSERTS
Journal Title: Економічна стратегія і перспективи розвитку сфери торгівлі та послуг - Year 2016, Vol 2, Issue
Abstract
The need for innovations increases in terms of fast changes in consumer demands and increased competition. Commodity innovations which stimulate increasing products’ consumer value are of great importance. It is necessary to apply innovations’ marketing aimed at forming and stimulating consumer demand for new type of product for its market promotion. Substantiation of the prospects for presenting of new types of desserts in the market and recommendations’ elaboration for their production technology improving are purposes of the research paper. Desserts occupy a special place among food products. The production technology is improved through the use in its composition such ingredients as wheat starch and surfactant (Tween 20) for new product obtaining – fruit and berry mousse with taking into account scanty representation in the market of this product. The proposed technology allows providing new organoleptic, structural and mechanical characteristics of the finished product. Use different kinds of juices or purees allows expanding the assortment of mousses, providing competitive advantages to the enterprise by offering the new product, which has no analogues in Ukraine. Collecting and analyzing of marketing information are done, target audience is defined, unique trade offer is formed, channels of information and interaction with potential partners who are interested in the production technology are described for determining the marketing strategy of innovative product promotion to the market. Taking into consideration that the product, fruit and berry mousse, is intended for final consumers, that grounds the use of innovations marketing at the В&C market, and the technology of mousse production is intended for restaurant industry and industrial enterprises, so innovations marketing should be used at the market В&В to promote it. It is proved that both the restaurant and food industry enterprises are interested in mousse production technology. It is determined that on condition of new products success with enterprise consumers, which will introduce fruit mousses production, will be able to increase the number of customers, sales, profits, enhance their competitiveness. It is determined that the main advantages of innovative products for final consumers are low calorie products, stable quality and considerable range of products.
Authors and Affiliations
Олена Жегус, Світлана Юрченко, Наталія Мряченко, Ірина Ліпісвіцька
Keywords
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- EP ID EP180081
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