ANALYSIS OF THE MARKETING POTENTIAL OF ENRICHED FOOD PRODUCTS FOR PREGNANT WOMEN
https://doi.org/10.24411/2072-0920-2020-10201
Abstract
The article presents the results of the analysis of the marketing potential of fortified food products for the nutrition of women during breastfeeding and pregnancy. Catering for pregnant women is one of the important conditions for the normal pregnancy, stable functioning of the organs and systems of a woman during this difficult period and the birth of a healthy baby. There is a deficiency of a wide range of nutrients in pregnant and lactating women in various regions of Russia, so this problem solution can be considered a very promising direction in the state food industry.
In the course of marketing research, a simultaneous cross-sectional study has been carried out, the possibility of using a food enrichment system from domestic raw materials of deep processing to produce an assortment of functional pastes has been assessed. The demand for the developed product line of products in the market has been studied and a target audience has been revealed.
The calculations of the optimal price level for fortified products for the therapeutic and prophylactic nutrition of pregnant women are presented, the range of retail prices per unit of finished product has been determined. The potential market capacity has been estimated, the values obtained in answering the questions of marketing research have been taken as an assumption. The results obtained indicate that the increase in the price of developed finished products compared to traditional don’t not go beyond the purchasing power of the target audience. At the same time, the proposed product line of pastes with a therapeutic and prophylactic orientation will make it possible to correct violations of female homeostasis during pregnancy and breastfeeding
In the course of marketing research, a simultaneous cross-sectional study has been carried out, the possibility of using a food enrichment system from domestic raw materials of deep processing to produce an assortment of functional pastes has been assessed. The demand for the developed product line of products in the market has been studied and a target audience has been revealed.
The calculations of the optimal price level for fortified products for the therapeutic and prophylactic nutrition of pregnant women are presented, the range of retail prices per unit of finished product has been determined. The potential market capacity has been estimated, the values obtained in answering the questions of marketing research have been taken as an assumption. The results obtained indicate that the increase in the price of developed finished products compared to traditional don’t not go beyond the purchasing power of the target audience. At the same time, the proposed product line of pastes with a therapeutic and prophylactic orientation will make it possible to correct violations of female homeostasis during pregnancy and breastfeeding
About the Authors
T. V. Alexeeva
FSBEI of HE «Voronezh State University of Engineering Technologies»
Russian Federation
Doctor of Technical Sciences, an associate professor of the Department of Service and Restaurant Business
Tel.: 8 (905) 049 50 34
Russian Federation
Doctor of Technical Sciences, an associate professor of the Department of Service and Restaurant Business
Tel.: 8 (905) 049 50 34
E. V. Belokurova
FSBEI of HE «Voronezh State University of Engineering Technologies»
Russian Federation
Candidate of Technical sciences, an associate professor of the Department of Service and Restaurant business
Tel.: 8 (920) 467 22 05
Russian Federation
Candidate of Technical sciences, an associate professor of the Department of Service and Restaurant business
Tel.: 8 (920) 467 22 05
N. Yu. Agaeva
FSBEI of HE «Voronezh State University of Engineering Technologies»
Russian Federation
Candidate of Technical Sciences, an associate professor of the Department of Tourism and Hotel Business
Tel.: 8 (919) 234 42 21
Russian Federation
Candidate of Technical Sciences, an associate professor of the Department of Tourism and Hotel Business
Tel.: 8 (919) 234 42 21
M. I. Korystin
FSBEI of HE «Voronezh State University of Engineering Technologies»
Russian Federation
Candidate of Technical sciences, an associate professor of the Department of Service and Restaurant business
Tel.: 8 (908) 137 93 16
Russian Federation
Candidate of Technical sciences, an associate professor of the Department of Service and Restaurant business
Tel.: 8 (908) 137 93 16
J. O. Kalgina
FSBEI of HE «Voronezh State University of Engineering Technologies»
Russian Federation
a post graduate student of the Department of Service and Restaurant business
Tel.: 8 (951) 557 35 66
Russian Federation
a post graduate student of the Department of Service and Restaurant business
Tel.: 8 (951) 557 35 66
References
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Review
For citations:
Alexeeva T.V., Belokurova E.V., Agaeva N.Yu., Korystin M.I., Kalgina J.O. ANALYSIS OF THE MARKETING POTENTIAL OF ENRICHED FOOD PRODUCTS FOR PREGNANT WOMEN. New Technologies. 2020;(2):11-19. (In Russ.) https://doi.org/10.24411/2072-0920-2020-10201
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