An assesment of promotion activities the milk market in consumers opinions

Warunki konkurencji na rynku oraz potencjalne szanse zwiększenia popytu i spożycia produktów mleczarskich w Polsce wymagają ze strony przedsiębiorstw prowadzenia aktywnych własnych działań marketingowych oraz działań promocyjnych o charakterze ogólnym w skali sektora mleczarskiego. Oznacza to wzajemne oddziaływanie kampanii promocyjnych firm z wykorzystaniem różnorodnych instrumentów komunikacji rynkowej oraz ogólnopolskich kampanii mleka, organizowanych sukcesywnie ze środków publicznych. W pracy podjęto próbę analizy skuteczności tych działań, jako narzędzia komunikacji rynkowej w ocenie konsumentów produktów mleczarskich oraz ich wpływu na decyzje zakupowe konsumentów i sytuację sektora mleczarskiego w Polsce. Ocena przeprowadzona została na podstawie wyników badań własnych, na losowo wybranej, reprezentatywnej, grupie konsumentów dwukrotnie - w pierwszym kwartale lat 2009 i 2010.Different promotional activities are noticed by 70% consumers of dairy products andjudged well. Also social campaigns and the category advertisement have the high recognizability for milk as product, because 87.3% of examined consumers in 2008 was met with such an advertisement. Category advertisement(generic advertising) is being taken as the tool of shaping the market of these food products which didn’t generated brands, also from the attention to basic character ofproducts and lack of concentration producers. It concerns the milk and the big part of milk products in the particular. To underline one should underline, that campaigns supporting milk consumption particulary amongst sensitive to wrong feeding consumer groups (like children and young people) are being organised in countries of the European Union and United States for a long time. Some of these campaigns have long traditions and the position consolidated well in the awareness of consumers. Own examinations are confirming the high effectiveness and the recognizability of generic milk campaigns (and of social campaigns), pointing out to the big influence of this action on the image and perceiving milk as important product amongst consumers, but low influence on the supply of the milk and its consumption. Like they showed in own examinations, a consequence in the long period is a condition of the success of promotional activities, cohesive message and adapting the target group for needs. In spite of relatively of big knowledge about meaning the milk for consumers - individual beneficiaries were observed for the campaign, for the stated knowledge of their slogans and for content, no of essential change in consumer behaviour in the scope of the milk and milk products. Didn’t manage to package image of the milk as fashionable product also amongst young consumers