Competitiveness of Russian Chocolate Bars in the Confectionery Market

A. V. Ryzhakova () and I. V. Goloviznin ()

International Trade and Trade Policy, 2019, issue 2

Abstract: Currently, it is difficult to imagine the shelves of retail chains without Russian confectionery, in particular without chocolate bars. While actively increasing the range of foreign confectionery companies (Lindt, Ritter Sport), mainly at the enterprises with a share of foreign capital (Mondeliz, Mars), retail trading network more seats on the shelf give those posytions that have commercial potential, as well as those brands whose producers are investing in ATL advertising and improve SMM-marketing, in-vlaka to your product in more followers. Active marketing attracts retail and generates high traffic with positive LFL growth from month to month. At the same time, Russian enterprises (holding «United confectioners», «Slavyanka», «Pobeda») are focused on maintaining the quality of existing brands and the consumer's commitment to the taste of the product, without realizing the cost of marketing. This was the reason for the decline in the competitiveness of Russian brands. In the article the authors consider the tool of QFD technology «house of quality», the results of which will be formed the strategy of increasing the competitiveness of Russian brands.

Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:acl:journl:y:2019:id:299

DOI: 10.21686/2410-7395-2019-2-84-96

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