The aim of the article. Special relevancy of the dairy products promotion system on Ukrainian milk and dairy products market, along with traditional instruments such as availability of goods in time and territorial aspects, their price, quality and range, has been established. Under the conditions of reducing the demand for milk and dairy products, domestic milk processing companies have to step up their marketing policy of communications using affordable and efficient channels of information dissemination. Efficiency of advertisement and sales promotion on preference the milk product of PJSC Ternopil Dairy Factory by consumers of Kyiv are investigated. The results of the analysis. The prospects for further development of the regional dairy products manufacturer (e. g. MOLOKIYA trade mark) towards achieving the national status by means of active promotion on the natural products market in the dairy products sector, primarily in the capital city of Kyiv and other major cities, have been substantiated. It has been established that in order to provide consumers with natural, fresh, high quality milk on a daily basis, PJSC Ternopil Dairy Factory developed the strategy of “Fresh milk: from the cow to the store”. Based on this strategy, Fresh Milk Technology was introduced, with the help of which raw materials (namely milk) are kept as close to freshly drawn milk as possible. It has been further determined that a detailed study of the target audience consumer behavior is required in order to gain access to new markets, such as the city of Kyiv and other major cities of Ukraine as well as to inform the consumers about the value of the brand and its key benefits with limited budget for new products promotion in the region. The analysis of the primary marketing information showed that consumer attitude in Kyiv is mostly pessimistic. The positive result for PJSC Ternopil Dairy Factory is that firstly, the consumers are not willing to skimp on essentials; secondly, the groups that belong to average and average+ segment tended to be more optimistic. Moreover, percentage of such consumers in the city of Kiev was higher than average for Ukraine. During the marketing research it was found that young mothers are the most relevant audience for the set objectives. They tend to switch from usual range of consumer products, to influence the opinion of others and they may find the information about Fresh Milk Technology important. Online survey was conducted in two stages – before and after the advertising campaign. Two hundred respondents were represented by women aged 25-45, with children, living in key cities of three regions: Kyiv, Vinnytsia and Lviv. The effectiveness of association combination, featured in the communication strategy developed by PJSC Ternopil Dairy Factory (family-oriented, traditional character of the dairy product and the production technology) has been confirmed. The appropriateness of the use of various technologies on the market of milk and dairy products to disseminate information about the products of the Company under the study, especially those that do not require significant funding and which are based on the Internet technologies with the focus on target audience, has been determined. The latter can be regarded as a free generator in the WOM mode and has a great potential to increase customer loyalty. Differentiation through visual communication was done using a specialized website that was designed to “educate” the audience on the Fresh Milk Technology. Complex technological information was presented in the most accessible to the target audience form – promotional games with music and animation support. Media activism on Google Display Network provided a better understanding of the product and the benefits of the technology. It has also performed the task of informing the target audience about the existence of the website. With this aim in mind an animated video was created. Conclusions and directions of further researches. On the basis of primary marketing information analysis, it was found that Internet-based advertising campaign of PJSC Ternopil Dairy Factory resulted in significant increase of the percentage of consumers who chose the dairy products of the Company. The newly-designed visual communication strategy of PJSC Ternopil Dairy Factory with the target audience of young mothers aimed at further recommending of MOLOKIYA brand was effective as it increased the sales of the Company by 78%; the top-of-mind indicator rose from 4,7% to 10%; and the last purchase index increased in 4 times (from 2,5% to 12,5%).
Keywords: milk market, marketing communications policy, information distribution channels, visual communication strategy
JEL Classification: L53, M31, C83.
Cite as: Krykavskyi Ye. & Stets, O. (2016). Modern internet technologies in market promotion of dairy products and milk. Marketing and Management of Innovations, 2, 39-48. https://doi.org/10.21272/mmi.2016.2-04
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