BUSINESS INFORM №12-2016

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Section: Management and Marketing
UDC 339.138:338.45(664)
Savytska N. L., Afanasieva O. P., Kurliantseva A. V.
The Marketing Test of the Concept of New Product (Quark Milk Cheese) (p. 324 - 328)
The article is aimed at defining the theoretical foundations and practical instrumentarium for the marketing test of the concept of new wares for various segments of the domestic foods market. Results of the carried out studies suggest that the basis for the strategy and tactics of the enterprise’s acting in the foods market is the marketing of innovations. The carried out studies have provided to allocate and test the concepts of new product – quark with improved composition – along with definition of the socio-demographic characteristics of the target audiences, motives for purchase and consumption of the product, communication purport and visualization to introduce the new product in the market. It has been proposed to reposition the famous product – quark – as a separate product for fitness nutrition and slimming product, as well as raw product for cooking at home. For each strategy a set of attributes of the product policy has been substantiated, feasibility of marketing wares through the networks of grocery and specialized (sports nutrition) shops has been determined. The results obtained can be used to develop marketing strategies for positioning the proposed concepts as to various products.
Keywords: marketing of innovations, market researches, market segmentation, test of the concept of new product
Fig.: 1. Tabl.: 1. Bibl.: 7.

Savytska Nataliia L. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Marketing, Reputation Management and Customer Experience, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)
Email: [email protected]
Afanasieva Oksana P. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Reputation Management and Customer Experience, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)
Email: [email protected]
Kurliantseva Anastasiia V. – Master, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Savytska, Nataliia L., Afanasieva, Oksana P., and Kurliantseva, Anastasiia V. (2016) “The Marketing Test of the Concept of New Product (Quark Milk Cheese).” Business Inform 12:324–328.

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