Маркетинговое исследование на примере деятельности крупной компании за последние два-три года

Sources of product information The survey questioned where consumers search product information before their purchases. The result is summarized in the following figure.Figure 11:Sources of information consumers use to buy a milk productReference group had the most significant impact on consumer purchasing decisions as up to 83.83% of the survey participants listened to opinions of their families, friends, colleagues, etc. before purchasing a powdered milk product. Subsequently, TV ads, magazine, newspapers, companies’ websites were the sources that the buyers regularly search for functions, effects, prices, etc. of the products. These marketing channels held 80.23%, 52.69% and 49.70% respectively. Others elements including retail outlets’ product stands, salesmen, street advertisements, doctors’ advice, internet forum, etc. also made certain influences but less than the abovementioned factors.Regarding where consumers often bought milk products, the respondents preferred to buy them from dairy distributors (stores selling only dairy products), supermarket, and grocery outlets rather than convenient stores or hypermarkets. In total 167 responses to this question, up to 70.06% consumers would select dairy distributors, followed by 68.26% would choose supermarket. With 44.31%, convenient stores were selected as the lowest channel.Figure 12:Sources of information consumers use to buy a milk productGrocery stores still play an important role among the popular channels in Europe that accounts for 62.28%, even though the trend of choosing these traditional grocery outlets had decreased slightly within 6 years prior to 2014 (figure 20). Nonetheless, supermarkets and hypermarkets tend to rise as popular channels due to the increase in consumers’ consciousness about the quality guarantee. Some interviewed consumers revealed that since there were too many products sold by private stores with different prices, they did not feel secure about the quality of those products. Hence, they would rather choose supermarket or hypermarket where the prices are a little higher but the quality is guaranteed.In terms of country of origin, the survey participants were questioned their preference of foreign or domestic brands and up to 67.26% consumers preferred the former, only 11.31% chose domestic while 21.43% saw it as neutral. The international brands are generally more expensive so the authors analyzed this issue along with consumers’ income levels.Under 1000 EUR 1000-1500 EUR 1500 -2000 EUR 2000 -2500 EUR 2500 EUR and above Figure 13:Consumer’s preference between foreign and domestic brands by income levelsIn accordance with the graph, people preferred to choose international brands regardless of their incomes and this ratio is higher when the income increases. Nevertheless, it is surprising that the consumers in the fourth group (salary of 2000 to 2500EUR) tend to see brands as neutral between local and imported products. In the last group, 100% consumers would select imported brands; however, as mentioned in the study sample, this group held a very low percentage of total respondents. Thus, to understand more thoroughly European upper class consumers, the authors suggest conducting further research. In this survey, it is understood that when the consumers’ incomes surge, their preference of international brands is higher. The last question in this part was packaging, the respondents were asked if they preferred milk products packed in either instant small film packs, carton pack of 400g and above, metal can of 400g and above, or packaging as not an important factor at all. According to the survey’s results, up to 69.15% of respondents liked metal can from 400g and above, which is also the most prevalent in the market. The other kinds of packages such as one-time used bundle or paper bag only occupied low ratios, being 6.91% and 10.11%. Finally, there were 12.77% consumers considering packaging as not an important factor. The demands for new powdered milk products and lactose free productsDespite countless powdered milk products in the current market, consumers still demand for new ones. Added by Mr. H on market trend, milk consumption is still rising in 5-10 years because consumers’ incomes are increasing and milk prices are becoming stable and reasonable (H, 2014).What do you want to try among the following products to be present in European market?Figure 14:Consumer demands for new milk productsWhen asked what kinds of milk the survey respondents want to try, the highest demand was products for height development as 65.67% of them chose this category. Afterwards, powdered milk products for elderly people, weight adjustment, for children and for sporting activities also seized high proportions, 56.72%, 52.74%, 49.75% and 48.76%, respectively. Interestingly, plain powdered milk still played an important role because 53.23% of the respondents wanted to taste new products in the upcoming time. Concerning this issue, the reason provided by interviewed consumers was that products for special effects, which contain extra ingredients, taste much different from the original ones, and they sometimes expected to taste exactly the original flavor.In the sample description, more than 50% of the survey participants were not aware of lactose intolerance because this term is still not so familiar. However, when they were explained this feature, up to 65.17% wants to try it. Indeed, according to Mr. N (2014) from Valio Group, lactose free products were still not prevalent in Europe; yet, it would be one of the main development trends for dairy manufacturers in the upcoming time and several producers had begun developing this product. Moreover, several European consumers from all ages do suffer from lactose intolerance, so lactose free products would significantly expand the dairy market in at least 5 years. Currently, said Mr. N, Valio Group aswell as some other producers were attempting to popularize lactose intolerance issues to consumers so that new products would be adapted more quickly.Figure 15:New product preferenceIn addition, for new product preference, the survey participants were asked whether they will choose powdered milk or liquid milk for a new type of product without lactose. Up to 50.25% consumers prefer powdered milk, 28.36% prefer milk in liquid and 21.39% see no difference. The reason is probably because of the consumers’ habit; they have been familiar with using powdered milk for a long time, relying on powdered milk quality and its better effects than normal milk.5. CONSUMMATION OF MARKETING RESEARCH SYSTEM5.1. Proposals for improving the marketing research system of the Valio ltdSustainable competitive position in a rapidly changing market environment of the company is ensured by a wide variety of resources, one of them is information. Information, obtained by means of market research, whichforms the basis of the administrative decision, determines quantitative and qualitative advantages of the enterprise in the market. These advantages lead to changing the form of competition from "copy" of benefits to a strategic level of their making.As obtained information is a consequence of the marketing researchprocess, the new element in the study of factors affecting the competitiveness of market participants is the marketing research system. So, it should be takeninto consideration thatin practice the implementation of the marketing research process leads to different information characteristics and facts, which are necessary to achieve the objectives of the company.Consequently, the possibility of increasing the competitiveness of the companyis in the field of marketing research system improvement and achievement of such implementation that would ensure compliance with the system of all the principles of marketing information: the topicality, correctness, relevance, focus, and completeness of the information display of unity.The main factors determining competitiveness of the Valio ltd are: diversified portfolio of the product brands presented in almost all price segments of the market – from economy to licensed products; development and promotion of new sorts of products; high product qualitylevel fully to compliant with respective international standards; high-tech brewery level, introduction of innovative solutions and novel technologies; improvement of the corporate governance system, introduction of the cost saving programme, restructuring of the distribution network, active marketing and advertising policy, strengthening of image of Valio ltd retail brands; continuous expansion of the products shipment geography, further development of the distribution network. The company allocates funds for the network expansion and improvement of the structural units’ facilities (warehouses, transportation, and process automation); development of the company export branch, active consolidation of Valio ltdpositions at new perspective markets; high skills level of the company personnel; availability of modern rail and truck freight capabilities. The Valio ltd’ advertising activities are handled by two departments: the advertisement campaign Department of promotional activities and group advertising. Their tasks include: identification of the most effective advertising areas; organization of all necessary forms of advertising products fostering trust in and respect for the company; focused advertisement campaign in mass media including newspapers, magazines, radio and TV; production and installation of billboards and banners promoting Valio products. According to the applied marketing research the company should pay more attention to producing of powdered milk. Despite the abundant amount of powdered milk product in the current market, consumers still have more demand for height development, elderly people, weight adjustment, and sporting activities. Most noticeably, plain milk, which has original flavor, is under fairly high demand. On the other hand, it is undeniable that “lactose free” is still a new term for many European consumers.However, by acknowledging the benefits of lactose free milk, most of them demand to try this type of milk in the future. It is not surprising that consumers still prefer powdered milk rather than liquid milk because as analysed earlier, powdered milk has become a main type of drinking milk of the consumers. Besides, milk producers in Europe are convinced that lactose free milk market will be growing rapidly within at least in 5 to 10 years. Therefore, they are trying to exploit the market in order to step-by-step launch lactose free milk in big volumes.All in all, with the large market size, the increasing consumption level, and the high demand of consumers, Europe is a very promising market for Valio’s products. European consumers still demand for more powdered milk products despite the various quantities of current ones; lactose free products, likewise, are also expected to be a new development trend. Hence, the author positively recommends Valio to pay attention to these types of milk product.5.2. Valio Ltd’s Competitiveness MatrixThe author defines competitiveness as the products’ ability, by way of excelling other competitive products, to occupy a more advantageous position in a specific segment of the market within a given time span, fulfill the consumers predilections through a combination of competitive properties, and assure the desired revenues to the product manufacturer.The goods’ competitiveness is a tool to characterize the ability of a given product, on the one hand, to generate desired revenues to the product manufacturer in a competitive environment; and on the other, to respond to consumer predilections by way of fulfilling his needs. This is why, in order to properly appraise the product’s competitive advantages, it appears to be necessary to obtain a comprehensive appraisal not only of the product’s technical, economic and consumer properties but also of its position at the market in the assessment of both manufacturer and consumer.The main intent of the marketing concept consists in helping its company to achieve its goals. The main purpose of any private company is profit making, while any non-commercial or non-governmental organization needs to survive and raise sufficient funds for carrying on its activities. In the meantime, the main goal of any profit-oriented organizations is not to merely exceed its revenues over expenditures but to make a profit, as a reward of a job well done. A diligent company proceeds result from its fulfilling the needs of its consumers more effectively than its competitors. Therefore, the quality of a manufacturer’s product position at the market will eventually result in the company losses or profits. The company product assuring high profits it regarded as competitive whereas the products whose sales are carried out at a loss to its manufacturer is non-competitive. Therefore, the product profitability against its production cost may serve as one of the indicators of its competitiveness. The product’s competitive advantage is largely determined by the consumer favouring it abovethe other goods: if the consumer gives opts to preferthis product amongthe others, it is certainly more competitive. Subsequently, a consumer’s predilection of one product over another may serve as just another indicator of the product’s competitive advantage. The values of these two indicators enable us to construct an applicable matrix to help determine the product’s competitive advantage at the market. The matrix plane of the products’manufacture-consumer competitive positions is represented by two axes. The horizontal axis features the consumer predilections;its vertical axis depicts the product’s profitability margin over the production cost. The most competitive product will have the greatest values in terms of consumer predilections and product’s profitability margin over the production cost, which we take as 100%. The values of consumer predilections and profitability margin of other products will be calculated in proportion to the leading goods’ corresponding values. The matrix field thus constructed can be divided into nine sectors, which are shown in the Fig. 1 below.91Figure 16:Matrixof Manufacturer–ConsumerCompetitive PositionsThe Product popping up in the first sector of the matrix has the worst competitive position at the market. It brings low profitability over its production cost and is characterized by low consumer interest. This product is not competitive as compared with the products in the other sectors of this matrix. The product in the ninth sector has the best competitive position. It is characterized by high profitability over its production cost and it is most valued by consumers. It graphically shows that when a product’s competitive position rises from the matrix’s left-hand lower sector of the field towards the right-hand upper sector, the product’s competitiveness advantage increases. It is important to note that this matrix is designed for one segment of consumers. 5.3. Evaluation of the marketing research efficiencyAccording to the market research Valio ltd decided to manufacture powdered milk products in the amount of 304370 thousands euroin 2016. Let's see the changesof the profit from sales and net income resulting from these products launch (Table 7).Table 7: Changesof the profit from sales and net income resulting from powdered milk products launchArticles20142016Changes, %Net sales2 029 1482 333 51815,00Increase (+) / decrease (-) in stocks of finished goods and in work in progress-132512-19423Production for own use1 0691 23615,62Other operating income36 52241 46713,54Raw materials and servicesRaw materials and consumablesPurchases during the financial year1 277 3211 518 94018,92Increase (-) / decrease (+) in stocks-7 923-5 391-31,96External services23 80525 6897,91Total amount-1 293 203-1 539 23819,03Staff expensesWages and salaries195 214223 96014,73Social security expenses- Pension expenses12 39422 58982,26- Other social security expenses14 60116 71614,49Total amount-222 209-263 26518,48Depreciation and amortizationDepreciation according to plan73 33979 6998,67Other operating expenses-392 259-391 613-0,16Operating profit (loss)85 716104 91822,40Financial income and expensesIncome from other investments held as non-current assetsFrom others108-20,00Other interest and financial incomeFrom others2 4752 90017,17Share of profit of associated companies33141926,59Interest and other financial expensesTo others-10 598-11 99713,20Total amount-7 782-8 67011,41Profit (loss) before taxes77 93496 24823,50Income taxes-16 874-20 83923,50Deferred taxes4 0003545-11,38Total amount-12 874-17 29434,33Net profit (loss) for the financial year65 06078 95421,36As we can see in table 7, the production of new perspective products (powdered milk products) is planned to give a result in increasing the profit from net sales at 15 % and net income at 21,36 %. This demonstrates the efficiency of the marketing research and launch of new products.Then we will calculate the indicator of company’s competitivenessfor the whole output in 2016.The calculation of the indicators characterizing the profitability and competitiveness of business enterprises1. Competitiveness of the Product:a) MSR 2016= 2333518 / 5303450 = 0,44b) PPR2016=1c) SD2016=2333 518/ 2 029 148= 1,152. Competitiveness by price:PL2014 = (1,42 + 1,11) / (2 × 1,21) = 1,053. Competitiveness in bringing the product to the consumer:a) BPC2016= 1,15×1,02 = 1,174. Competitiveness of the criterion of product promotion:a) AR2016= 1,15×1,08 = 1,24Now we’ll calculate the intermediate value of the coefficient of a marketing activities competitiveness for a particular product (MAC).MAC2016 = (0,44+1+ 1,15+1,05+1,17+1,24)/6 = 1,01At last we’ll calculate Indicator of company’s competitiveness:CCI2016 = 1,01 × 1,55× 0,05 = 0,08The comparison of company competitiveness indicators in 2014 and in 2016 is represented in table 8.Table 8: Indicators which characterize the profitability of the Valio ltd and its competitiveness in 2014 and in 2016(after launching new products), inthousand €Indicator20142016Change, %Share of the profits from commercial activities of the company78,380,52,81%Cost of production2 029 1482 333 51815,00%Demand for the company's products (market size)2 029 1482 333 51815,00%Costs of marketing department36537374442,48%Total sales of the product in the market497141353034506,68%Total costs of salesdepartment3449553724247,96%Promotional activities costs40583045678912,56%Indicator of company’s competitiveness0,010,08-As we can see from the calculations,indicator of company’s competitiveness in 2016 is planned toincrease up to 0,08. That tells usabout improving the effectiveness of marketing activities, enhancing of the competitiveness of Valio ltd.6. CONCLUSION AND RECOMMENDATIONThe objective of this thesis is to make a marketing research for enhancingits competitive advantage and promotion its products at the European market. 6.1. Findings and ConclusionEveryone in Europeconsumes milk products: children, adults, seniors and pregnant women are main consumers. Eating milk products habit has been perceived more and more important for all ages with the purposes of not only nutrient supplement, but also height development, weight management, and fitness. Consumers also prefer drinking powdered milk rather than liquid milk, as they believe the former has higher quality and nutrients.What are suggestions for improving the marketing research system of the Valio ltd and enhancingits competitive advantage?Sustainable competitive position in a rapidly changing market environment of the company is ensured by a wide variety of resources, one of them is information. Information, obtained by means of market research, whichforms the basis of the administrative decision, determines quantitative and qualitative advantages of the enterprise in the market. These advantages lead to changing the form of competition from "copy" of benefits to a strategic level of their making.As obtained information is a consequence of the marketing researchprocess, the new element in the study of factors affecting the competitiveness of market participants is the marketing research system. So, it should be takeninto consideration thatin practice the implementation of the marketing research process leads to different information characteristics and facts, which are necessary to achieve the objectives of the company.Consequently, the possibility of increasing the competitiveness of the companyis in the field of marketing research system improvement.The case company needs to pay more attention to customers and its brand images than it does today. All in all, with the large market size, the increasing consumption level, and the high demand of consumers, Europe is a very promising market for Valio’s products. Basedonthematerialsstudiesinthecourseofmywork onthisthesis, I can state with confidence that a manufacturer’s success at today’s market is largely determined by his products’ competitive advantage.I also believe that consumer preferences, too, will have a most serious impact on products’ competitiveness.In my opinion, one of the ways to ascertain a product competitiveness may require the use of the matrix of the manufacturer–consumer competitive positions. It is important to note, however, that this matrix is designed for only one consumer segment. How marketing research results influence the case company profits and its competitiveness?The production of new perspective products (powdered milk products) is planned to give a result in increasing the profit from net sales at 15 % and net income at 21,36 %. This demonstrates the efficiency of the marketing research and launch of new products. As we can see from the calculations,indicator of company’s competitiveness in 2016 is planned toincrease up to 0,08. That tells usabout improving the effectiveness of marketing activities, enhancing of the competitiveness of Valio ltd.6.2 Suggestion for Future ResearchAfter finished these analyses concerning the case company, the author found out there are some problems about the company’s marketing strategy plan, they should solve these problems. Hence, the future research of the marketing strategy plan is very necessary for the company’s development. The author hopes this research would help the case company to enhance its competitive advantage and promote its products on the European market. In addition, the case company could use this research to gain a foothold in new fields, which may help the case company attract an increasing number of potential customers and gain added value as a business enterprise.7. REFERENCESAbbott, 2014. Abbott Nutrition. 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G., Askegaard, T. S. & Hogg, K. M., 2013. CONSUMER BEHAVIOR: A European Perspective. 5th ed. Essex: Pearson Education Limited. SStejskal, L. & Toufarová, Z., 2008. Factors influencing consumer behaviour. 6(54), pp. 276-284. Global Agricutural Information Network. Valio Oy, 2014. About Valio. [Online] Available at: http://www.valio.com/about-valio/ [(Accessed 11February 2015)].Beyond Insights - Baby Products, s.l.: Marketing Research Association, USA. Vinamilk, 2014. Product Information. [Online] Available at: https://www.vinamilk.com.vn/en/san-pham/5/758/dielac-grow (Accessed 3March 2015)Quang Pham & Trinh Chau W.Creswell, J., 2012. Educational Research - Planning, Conducting and Evaluating Quantitative and Qualitative Research. 4th ed. Boston: Pearson Education, Inc.. Williams, R. B., 2013. Trans-Pacific Partnership (TPP) Countries:. [Online] Available at: http://fpc.state.gov/documents/organization/203883.pdf (Accessed 6March 2015)APPENDICESAppendix 1INTERVIEW QUESTIONS1. Could you please tell us about your job title and department you are working in?2. How many years are you in this position?3. What are the main ingredients used in producing milk products for: 1. Infants 2. Kids 3. pregnancy 4. adults 5. seniors 6.Special nutritional addition like height growth, weight management, etc4. How is the difference between kinds of milk used in producing those products?5. How is the current consumption of free lactose milk products? 6. What do you think about the trend lactose and free-lactose milk products consumption in 5 years?7. Does your company have any demand for free-lactose milk products or for licensing free-lactose technology at the moment?Appendix 2QUESTIONNAIRE FOR CUSTOMERS The basic questions of this questionnaire for market survey, and it will not reveal the customers' personal information. Please select the answer mark with you like. 1.Gender a) Male b) Female2. Age a) Under 18b) 18-39c) 39-49d)Over 503. Your family incomea) Under 1000 EUR b) 1000- 1500 EUR c) 1500- 2000 EUR d)2000- 2500 EURe) Over 2500 EUR4. Do you use or have some knowledge about lactose-free milk products?a) Yesb) No5. What types of milk products that you and your family consume?a) Infant formula (0-6 months old)b) milk products for kidsc) milk products for adultsd)milk products for pregnant womene) milk products for seniors (51 years old and above)f) milk products for sport activitiesg) convalescence productsh) others6. What are the main purposes for you and your family to consume milkproducts?a) meal replacementb) we like milk productsc) nutrient supplementd) height developmente) gain/ lose weightf) sport activitiesg) others7. How do you rate the importance of eating milk products in daily diet for:Totally unimportantSomehow importantNeutralImportantVery importantInfantsKidsAdultsPregnant womenElderly8. Based on quality and nutrition conditions to compare between liquid and powdered milk, what types of milk do you prefer to choose for the following targets?Liquid milk productsPowdered milk They are the sameInfantsKidsAdultsPregnant womenElderly9. How do you rate the importance of these factors when buying a milk product?Totally unimportantSomehow importantNeutralImportantVery importantPriceBrandOriginNutrient InformationFree-lactozeFlavors11. What is you brand choice of powdered milk products?a) Domesticb) Foreign brandsc) Not important12. What kind of packaging do you prefer?a) Instant (one time) small film packb) Carton pack (400g and over)c) Metal steel can (400g and over)d) Not importante) Others13. Where do you often find the product information before buying milk product?a) TV advertisementb) Stores' exhibitionc) Recommendation from salespersonsd)Friends/Relative recommendatione) Banners and posters on the street (bus station, vehicles, etc.)f) Radio's advertisementg) Newspapers, magazinesh) Email marketingi) Companies' websitesj) Others14. Where do you often buy these products?a) Groceriesb) Convenience storesc) Hypermarketsd)Supermarketse) Dairy distributorsf) Others15. What do you want to try among the following new products to be present in European market?a) Plain milk products, no additional ingredientsb) Milk products for weight adjustmentc) Milk products for height developmentd) Milk products for sport activitiese) Milk products for pregnant womenf) Convalescence milk productsg) Milk products for childrenh) Milk products for elderlyi) Others16. Do you demand for free lactose milk products?a) Yesb) No17. What forms of milk do you prefer for your expected products?a) Powdered milkb) Liquid milkc) Not important