Ways to increase competitiveness of ice-cream own trademark
Journal Title: Науковий вісник полтавського університету економіки і торгівлі. Серія Технічні науки - Year 2017, Vol 1, Issue 83
Abstract
The article is devoted to the research of the ice cream market in Ukraine, as well as the justification of the expediency of introducing its privatelabel of ice cream, by studying the quality and competitiveness of privatelabel products on the example of “Auchanˮ, in comparison with the brands of market leaders. Methods. The integral indicator of relative competitiveness was calculated on the basis of collective parametric indices of functional, aesthetic and economic indicators, standard methods were used to determine the quality indices. Results. The most popular among domestic consumers is the filling, cream and milk ice cream both in their natural form and with different flavor additives (chocolate, fruit, caramel). According to the results of the qualitative quality assessment, which was carried out by expert method, the highest integral quality index was set in ice cream TM “Limoˮ – 0,99. IPI filling station TM “Herculesˮ was 0.98, ice cream TM “Belaya Biarozaˮ according to the results of calculation has got 0.94. Despite the fact that the ice cream of TM “Auchanˮ according to its taste aromatic properties was not inferior to other samples, its IPI was 0.9. The identical IPP was also calculated in the ice cream of MT “Your farmˮ. The results of the calculation of the integral indicator of relative competitiveness indicate that the ice cream filling plant TM “Auchanˮ, TM “Belaya Biarozaˮ and TM “Your farmˮ have lower competitiveness compared to TM “Limoˮ and only ice cream filling plant TM “Herculesˮ has competitive advantages over the base model. Conclusions. The conclusion is based on the calculations of the integral indicator of quality and the integral indicator of the relative competitiveness of products, which are fundamental in substantiating the expediency of introducing privatelabel, in order to ensure a high level of profit of the enterprise, due to the implementation of high quality privatelabel products at relatively low prices. In the course of the work, the innovations of ice cream packing “Auchanˮ were offered in order to increase its ergonomics.
Authors and Affiliations
V. Kiiko, O. Karzhevska
Keywords
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