Research before launching a new food product on the market

Diplomska naloga postavlja temelje marketinškega načrta in smernic postavitve novega prehrambnega proizvoda na trg. Vse večji interes slovenskih potrošnikov je, da bi kupovali lokalne izdelke, zato smo raziskali, kako na trgu predstaviti nov lokalni prehrambni produkt. V nalogi raziskujemo, kateri so ključni elementi naše strategije pozicioniranja, kakšne so želje in navade naših kupcev in ciljnih skupin in kakšna je optimalna cenovna in distribucijska politika. S kratkim pregledom teorije smo postavili teoretične okvirje za našo raziskavo. Analizirali smo panogo in prepoznali rastoči trend v segmentu lokalno pridelanih prehrambnih proizvodov. Naredili smo hiter pregled zakonodaje prehrambnega področja, ki nas definira in omejuje. Definirali smo svoje tržišče in ocenili naše potencialne konkurente na trgu. Z analizo smo določili njihove prednosti in slabosti. S SWOT analizo smo pregledali naše prednosti, slabosti, nevarnosti in priložnosti. Glavne prednosti, ki jih imamo, so prav v posebnem okusu, kakovostnih in naravnih sestavinah, lastni blagovni znamki in izkušeni ekipi. V glavnem delu raziskave smo s pomočjo odgovorov, ki smo jih dobili z anketo, analizirali mnenje potrošnikov. V nalogi smo tudi podrobneje analizirali rezultate anket in naredili tudi nekaj navzkrižnih analiz. Definirali smo ciljni trg. Opredelili smo dve največji skupini kupcev in določili tipičnega potrošnika svojih izdelkov. Preučili smo tudi marketinško pot svojega produkta - marmelade Ugotovili smo, da naša ciljna skupina marmelado kupuje v trgovinah z domačimi izdelki in eko/bio trgovinah. Opredelili smo marketinški splet po definiciji 4P in nestandardni okus proizvoda postavili kot del strategije pozicioniranja. Socialna omrežja smo določili kot glavno orodje marketinškega komuniciranja. Kljub priložnostim na tržišču raste tudi številčna konkurenca, zato je ključno dobro poznavanje naših kupcev, našega proizvoda in vzpostavitev pravilnega pozicioniranja na pravi način, skratka oblikovanje dobrega marketinškega načrta. Tako bosta blagovna znamka marmelad in prodaja uspešnejši.This thesis sets the foundations of a marketing plan and guidelines for the introduction of a new food product on the market. The growing interest among Slovenian consumers is buying local products, therefore we have explored a way how to present a new local food product on the market. In our thesis, we are exploring the key elements of our positioning strategy, preferences and habits of our customers and target groups as well as the optimal price and distribution policy. With a brief overview of the theory, we had set up theoretical frameworks for our research. We have analysed the industry and recognized the growing trend in the segment of locally grown food products. We have made a quick overview of the food sector legislation that defines and limits us. Then we have defined our market and made an evaluation of our potential competitors in the market. With an analysis we have analysed their strengths and weaknesses. Our strengths, weaknesses, threats and opportunities were analysed with SWOT analysis. According to SWOT, the main advantages for us are a specific taste, quality and natural ingredients used in our products, our own brand and an experienced team. In the main part of our thesis we have answered the questions of consumer analysis according to the answers from a survey. To enlarge up on results of the survey, we have made some cross-analyses. Then we have also defined the target market and two biggest groups of our potential customers. Furthermore, we have identified a typical customer of our products and studied a marketing path of our jams. We have found out that our target group of jam buys it mostly in domestic and eco/bio shops. We have defined a marketing network according to a definition of 4Ps. As a part of our positioning strategy we have choose also the non-standard taste of the product. Social networks have been identified as the main tool of marketing communication. Despite the opportunities on the market, there is also a growing number of competitors, therefore, a good knowledge of our customers, our products and the establishment of a proper positioning on the market in the right way is crucial. In short, for successful brand of jams and sales, a good marketing plan has to be made