Abstract
In the article, based on analysis of the market of dry breakfasts in Ukraine and calculations of the assortment of instant and quick-cooked cereals, which are implemented in trading networks of Odessa and Odessa region, it was established that studied supermarkets can not provide stable, complete and wide assortment of products to fully meet needs of consumers. This means that it is necessary to carry out various measures in the field of forming domestic assortment of instant and quick-cooked cereals and improving its structure. Purpose of work was to develop strategy for launching a new product on the market, namely instant and quick-cooked cereals, on the basis of assortment analysis, mapping of strategic groups and construction of differentiation scale to enhance competition and create useful product advertising. With help of strategic group cards it was discovered that domestic products are poorly represented in such segments as a wide assortment at low prices and average latitude of assortment at low prices, therefore these segments can be considered as strategic for domestic instant and quick-cooked cereals producers. Based on construction of differentiation scale by trademarks of instant and quick-cooked cereals, it has been established that strategy of promotion in creating useful advertising to increase the competition of new products by means of differentiation can become emotional and social motives that are not used or very little used by competitors: originality, fashion, trendset, morality, sexual attractiveness, fear, revenge, status, socialization, self-realization, freedom, invovement, co-creation. Obtained results indicate that market for consumption of instant and quick-cooked cereals in Ukraine is sufficiently "young", demand for this kind of products is constantly growing, therefore the development and implementation into production of high-quality instant and quick-cooked cereals and expansion of its range is very relevant. The article also proposes and improves the technology of production of cereal extrudates with high nutritional value based on different kinds of cereal crops and vegetable raw materials. A substantial expansion of the range of products of instant and fast cereals in the form of flakes, muesli, granola, couscous based on a mixture of extruded flour and grains of extrudates has been proposed.
Highlights
Formulation of the problemToday consumers are seeking to buy first of all high-quality, delicious and useful dry breakfasts
We offer the technology of production of a wide range of grain ingredients for dry breakfasts, and to increase the competition of new products and their promotion to the domestic market method of differentiation
Based on conducted research on the market of dry breakfasts and calculations of the range of instant and quick-cooked cereals sold in Odessa and Odessa region's trading networks, it was found that studied supermarkets could not provide stable, complete and wide assortment of products to fully satisfy consumers' needs
Summary
Вих каш миттєвого та швидкого приготування підвищеної харчової цінності та розширення їх асортименту є досить актуальним. Також у статті запропоновано і удосконалено технологію виробництва зернових екструдатів з високою харчовою цінністю на основі різних видів зернових культур та рослинної сировини. Запропоновано суттєве розширення асортименту каш миттєвого та швидкого приготування у вигляді пластівців, мюслів, гранола, кускусів на основі суміші екструдованого борошна та крупки з екструдатів. Ключові слова: сухі сніданки, каші миттєвого та швидкого приготування, карта стратегічних груп, метод диференціації, раціональні мотиви, емоціональні та соціальні мотиви, екструдування, технологія, зерно, рослинна сировина
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