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Marketing Research of the
Chocolate Market in Macedonia
62
of the market and the needs and wants of the consu- ties of the organization. Decisions that use market
mers (Kotler and Armstrong, 2008, p. 5).The subject research as navigation come down to expansion of
of marketing research depending on the aims can be the operations of an enterprise. Market research can
a number of internal and external variables.“Any rese- contribute to the expansion of operations in several
arch should contribute to aligning marketing strategi- different ways: increase of market share of the com-
es and marketing programs to the needs and oppor- pany through a new way of selling existing products
tunities on the market on one side, and the resources in the portfolio of existing consumer markets, throu-
and capabilities of enterprises, on the other.“ (Stanko- gh examination of satisfaction/dissatisfaction of con-
vic and Djukic, 2009, p. 55). In marketing theory and sumers, researching of adequate alternative means of
practice a wide spectrum of issues can be the subject promotion, testing of conditions and the likelihood
of marketing research: 1. Research of opportunities in to purchase products from potential customers, exa-
the market (research of market potential, consumer mining the probability of creating new use of existing
behaviour, competition, potential of sales and market products and so on. Market research through market
share, etc.); 2. Research of the product (dimensions analysis should include the following areas: the tar-
of the production program, individual products and get market (size, segments, growth rate, existing and
brand equity, research of the need for new products); future trends), customers (demographic, geographic,
3. Research of prices (factors affecting their formation psychographic characteristics, needs and wants),
and opportunities for differentiation); 4. Research of competition (identification of the direct and indirect
marketing channels (factors influencing their choice, competitors, strategies, market share, volume of sales)
the location and physical distribution); 5. Research (Hague, 2006, pp. 22-24).
of marketing communications (forms and media of Confectionery companies are constantly struggling
communication). „Depending on the objectives, the to catch the attention of consumers, with improve-
research can include all these issues, or just some“ ments of the quality of products, making the packa-
(Stanković and Djukic, 2009, p. 56). Kinnear and ge more attractive, promoting it in a more interesting
Taylor (Cited in: Stankovic and Djukic, 2009, p. 56) way etc. Many companies in Macedonia identify their
explain the subject of marketing research as: 1. Situ- competitors from industrial point of view, but inste-
ational analysis or marketing environment research ad of this narrow view, the company should identify
(characteristics and market potential, competition, its competitors from a market perspective, where the
etc.) 2. Research of marketing mix; and 3.Researchof focus is shifted from companies that offer products
marketing and company performance (e.g. analysis of that are near each other on companies that strive to
market share, customer satisfaction and loyalty, brand meet the same consumer group. It is often the case
value and relationship marketing, etc.). that companies have a false idea about current market
This paper analyses market research as one of the conditions, such as believing that they are producing
subjects of marketing research, which means: mar- the best quality in the industry, supporting the gene-
ket size estimation, market characteristics and envi- ral opinion that customers prefer companies with full
ronment analysis, analysis of the consumer behaviour, product lines, that sale force is the only worthy mar-
future trend analysis, etc. In other words, this paper keting tool or that price is the key factor for purchase
states that market research should bean imperative and building a strong brand is not an imperative. Such
for any company that wants to find out more about understanding of the market must be revised, becau-
its current and potential customers, their desires, se only through meeting the real needs and desires of
needs and wants and where, how and when do they the consumer the company can eventually become the
express them. The importance of market research is market leader. The experience of the countries with a
highlighted through its key role in generating marke- long market tradition guarantees the significance of
ting intelligence and thus, making a crucial business market research, especially in fast moving consumer
decisions, from new market entrance to placing the goods such as food products, or chocolate in particu-
products on the shelves. lar, as a key element for achieving business success.
With the help of market research marketers can The need to save time and money in terms of re-
successfully develop databases, which are essential search and still obtain both quantitative and qualita-
for four reasons (Williams, 2004, p. 20): to persona- tive data on consumers forces the company to make a
lize marketing communications; to improve services choice between many different kinds of methods for
for consumer; to understand consumer behaviour; collecting primary data. In fact, particular for busine-
to make more effective marketing and social activi- ss to consumer businesses for obtaining quantitative
trade agreements began, at first among the countries market is a mature and differentiated market, which
of Former Yugoslavia, i.e. the region. The new mar- makes it difficult for marketers of chocolate products
ket relations and the further liberalization took pla- to place a unique product to the market.
ce much faster than the process of advancement and Regarding the market size, the chocolate market is
modernization of the domestic production, which led primarily divided according to the geographical place
to a situation where domestic confectionary industry where the companies perform to domestic (small) and
faced strong competition from foreign companies. foreign (large) market, and within the domestic mar-
The total annual production dropped to 12,500 tons ket they choose only the larger urban areas for the sale
in 2002 despite the 30 new micro entities in confectio- of their products. The most significant foreign mar-
nery industry, about 50% less compared to 1991 when kets for the domestic producers are the regional coun-
it was 24,000 tons per year. Within the strategy of the tries (Serbia, Montenegro, Bosnia and Herzegovina),
EU integration processes in the past ten years, foreign and in last few years the EU market (Austria, Slovenia,
trade moved and still moves within the creation of a Slovakia, etc.) and the U.S. and Australia3.From the fi-
free trade zone in the region and the EU, thus the pro- nancial aspect, the export of confectionary products
blem of small markets was exceeded, and conditions in 2009 made $ 27.4 million, which is 21% more than
for permanent growth of production in this area were the financial exchange inflow in 2008 (http://www.
created. mchamber.org.mk). On the side of imports, in 2010
The market is defined in different ways. One of the about 17,000 tons of confectionary products were im-
most commonly cited definitions explains the mar- ported, worth around U.S. $25.2 million. Market size
ket as „Full respect of the supply and demand that is also determined by the upper limit of the annual
at a certain place and at a certain time affect sales of market demand, which is shown through the size of
certain products (goods) and the sum of all institu- the imports of approximately17,000 tons of confecti-
tions, areas and devices that provide an organized onary products and the domestic production of 8000
and permanent contact between buyers and vendors tons destined for the domestic market. In total, the
(Dragičevič, 1965, p. 425). The chocolate market can annual consumption of confectionery products in the
be analyzed through its basic characteristics: market
size, market structure (products/production, players, 3 The information was acquired through a personal telephone
financial dimension), market division. The chocolate interview from the managers of several domestic confectionery
companies with different company size.
tors of influence, and these are the element of analysis rate - 3, Barriers for exit the market - 1, Fixed
in order to obtain information that will formulate a costs - 2, Highly differentiated products - 2, Low
strategy for the business plan. One way to determine costs for crossing over - 3, High promotional costs
the weight of each of the factors provided that each of - 2, Brand identity -3);
the sub factors have more or less the same degree of 2. Threat of substitutes – 3 (High number of product
influence and if each of the sub factors are assessed substitutes – 3, Low costs for crossing over – 3)
with „high“ (3), „medium“ (2) or „small“ (1) impact 3. The possibility of entry of new competitors -
on increasing rivalry and decrease of the attractive- barriers to enter and exit the market – 2,15 (Need
ness, then subsequently the conclusion for the impact for investment – 2, Availability of materials - 2,
of each factor can be assessed as „high“, „medium“ Politics and law regulations – 1, High transaction
or „small“ according to the average of the estimates costs – 3, High promotional costs – 3, The direc-
of the sub factors. With the same algorithm it can tion of prices movement – 2, Brand power – 2,
be determined which sub factors can be involved in Customer loyalty and elasticity of demand- 2,
assessing the impact of each of the factors (Jellema, Economy of scale is needed – 3, Vertical integra-
& Arons, 1997). The evaluation of the current impact tion is present – 2, Absolute advantage in costs is
of the 5 forces on the Macedonian chocolate indu- present – 3, Network effect and globalization is
stry profitability is based on the average of managers’ present - 3);
opinion about the degree of current influence of each 4. Bargaining power of suppliers – 2,5 (Low concen-
sub-factor of the 5 forces on a interval scale from 1 - 3 tration of suppliers – 3, High quantity of pur-
(1-lowest, 3-highest)11. chase per supplier – 3, High importance of raw
materials- 3, Cost of change – 2, Little number of
1. Rivalry among existing competitors – 2,38 (High
substitutes for raw materials -3, Power of labour
number of competitors - 3, Low market growth
organizations -1);
5. Bargaining power of customers – 2,67 (High
11 Example of the calculation of the influence of the 5 forces on concentration of byers as opposed to sellers – 3;
industry attractiveness: , i.e. ; etc.
Figure 4. Factors of Factors of substitute of the foreign with a domestic brand
substitute of the foreign
100% 68% 57% 73%
with a domestic brand 36% 37% 27%
50%
0%
prize games availibility promotional price attractive better quality
campaings discounts packaging
7 6
from 1-7 (1 lowest; 7-
domestic chocolates 6
5 4
highest)
4 3 3
3 2 2
2
1
average taste too sweet cheap bad medium to insufficiently
packaging low quality available
The domestic chocolates are characterized with an According to the respondents’ opinion, the most
average taste, low prices but also medium to low qu- important attributes for chocolate products are the
ality, too sweet on taste, with a bad and unattractive taste, the quality and the communication with the
packaging and insufficiently available in stores (Fi- end consumer, as well as the chocolate filling, the ava-
gure 9). The average rate on sematic differential scale ilability in stores and the packaging. The price is not
from 1 – 7 (1 – lowest rate; 7 – highest rate) is 3,312. among the top ranked attributes. When asked about
the appropriate price for chocolate products, in some
12 Semantic differential scale is composed form more bipolar cases the consumers would pay more for the product
scales with certain terms related to a product ranked from
1 – 7 (1 -lowest, 7 - highest),which measure the behavior and
than the current market price (see Figure 11/Table 3).
feelings of consumers towards a particular subject, and allows When formulating the market price, the opinion
comparison of the attitudes scale for several different items of of the consumers should be taken into consideration.
the same species, to identify differences between them. The The price elasticity of demand for chocolate products
data are analyzed by calculating the arithmetic mean for each
group of opposite adjectives, after which the aggregate results
are applied to the scale and the comparison is made.
10-highest)
5
3
1
is less than 113, which under the rule of thumb is con- In case the price of the favourite brand of chocolate
sidered as inelastic demand. If the price of the favou- to be reduced by 10%, only 8% of 300consumerswo-
rite brand of chocolate is increased by10-15%, 91% of uldbuyat least twice, and the others wouldn’t be affec-
300consumers will continue to buy it, and only9% of ted by it, which also indicates on the price in elasticity
respondents would buy another brand of chocolate of these products (see Figure16)14.The respondents
(see Figure 12). prefer fashionable (74%) or retro (72%) design of the
product and packaging, the most attractive colour for
13 Price Elasticity of Demand (PEOD) = (% Change in the
the packaging is black (56%), purple (45%), red (43%)
required amount)/ (% change in price) = (0,09)/(0,11) = - 0,81
= 0,8 < 1; %Change in the required amount= (amount of new or combination of those (64%), while green and blue
claims - amount of old claims) / amount of old claims = (274 – are not considered to be very attractive. Consumers
300)/300 = -0,087 = -9%; %Change in price = (new price - old often, in descending order, buy chocolate at the ne-
price) / old price = (42 - 38)/38 = 0,105 = 11%. When calcu-
lating the price elasticity of demand the negative values are 14 PEoD = (% Change in the required amount)/ (% change in
ignored and the positive value is taken into consideration. price)= (0,08)/(0,11) = 0,7 < 1
Table 3. Price differences among brands and among market price and suggested price by customers
Price differences Price differences
Price Price among market among market
Average
Brand of differences differences price and price and
Weight market
chocolate among among suggested price suggested price
price
brands brands (%) by customers by customers
(50/60mkd) (50/60mkd) (%)
Clasico 100gr. 35mkd - - 15/25 mkd 43/71
Milka 100gr. 55mkd 20 mkd 57 5 mkd 9
Nestle 100gr. 55mkd 20 mkd 57 5 mkd 9
Dorina 100gr. 50mkd 15 mkd 43 10 mkd 20
Gorenjka 100gr. 45 mkd 10 mkd 29 5/15 mkd 11/33
Najljepše Želje 100gr. 35 mkd - - 15/25 mkd 43/71
dado/goga 100gr. 35 mkd - - 15/25 mkd 43/71
Bato/Seka 100gr. 35 mkd - - 15/25 mkd 43/71
4 4 4 4
1-5 (1-lowest; 5-
5
placement of chocolate 4 3
highest)
products in consumer 3
2
preference 1
chocolate exclusive fast-food bakery ice-cream gas gift shops book
bars and chocolate restaurants shops shops stations stores
shops shops
arest local store (100%),discounts (67%),super and the conducted survey of the consumers of chocolate,
hypermarkets (48%),and less in kiosks (44%) and in which can be used in the formulation of a marketing
specialized stores (35%). In case of insufficiently ava- strategy, are:
ilability of a brand in stores, most of the consumers
• All respondents consume Chocolate, regardle-
(88%) will buy another brand of the same product or
ss of age, gender, economic power and place of
a substitute product. Respondents have also shown
residence; Chocolate is a product with impulsive
interest in new possible places for chocolate purcha-
and inelastic demand and is considered as a good
se, rating them on a scale from 1-5 (1 – lowest; 5 -
gift item, which is usually given to children and
highest) by preference (see Figure 14).
friends;
A great deal of the respondents (47%) buy more
• Preferences regarding the product are - availability
chocolate as a result of sale promotion, and the most
- in the nearest shops, size of 100gr and smaller
recallable ads are the ones of Milka chocolates – “Ten-
packages of 35gr, original modern or retro design
der pleasure” (78%), Dorina – “Dorina – full cull”
of the packing, with a combination of colors, a
(45%), Snickers – “Don’t stop, grab Snickers”(43%),
certain level of quality and good taste, mostly milk
Kinder chocolate – “Ideal combination of milk and
chocolate;
chocolate” (38%). Consumers like the ads for more
• Chocolate is purchased multiple times during the
reasons that affect the degree to which the ad is been
week, one product per purchase, and is usually
noticed and remembered – connection with reality
consumed in the afternoon or evening;
(86%), interesting topic, actors and music (67%),
• Most consumers have a high rate of remembrance
innovative design (54%) and elements of humour
for the ads of Milka chocolates - linked to real life,
(35%).The consumers are not satisfied with the cu-
with elements of emotion;
rrent market situation regarding the offered poor
• The category of these products doesn’t enjoy very
choice of domestic brands (88%), the limited choice
high level of brand loyalty and consumers are
of branded products (34%) and the narrow choice
willing to try something new;
of chocolate tastes (24%). General conclusions from
References
1. Aaker, D. A., Kumar, V., Day, G. S. (2007), Marketing its Environment, Proc. European Simulation
Research, 9th Edition, John Wiley&Sons, Inc. Multiconference 1997 (The Society for Computer
2. Business Insights (2008), Future Convenience Food Simulation International), Istanbul.
and Drinks – New opportunities in a developed market, 6. Kotler, P., A. G. (2001), Principles of Marketing, Third
www.scribd.com (visited at 8.08.2009) European Edition, Pearson Education.
3. Dragičevič, A. (1965), Leksikon političke ekonomije II, 7. Kotler, P., A. G. (2008), Principles of Marketing, 12th
Zagreb: Informator. Edition, Pearson Education.
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5. Jellema, M., Arons, S. (1997), An Object -
Oriented Model of an Industrial Enterprise and
Rezime
Marketing istraživanje tržišta
čokolade u Makedoniji
Tamara Jovanov Marjanova
Tržište potrošnih dobara u Makedoniji, a posebno tržište tehnike za potrebe istraživanja ponašanja potrošača u vidu
čokolade, preuzeto je od strane brojnih stranih brendova. upitnika i dubinskih intervjua sa menadžerima kom-
Domaće kompanije, bez obzira na svoju veličinu, gube panija. Analiza jasno pokazuje da adekvatnim marketing
tržišno učešće u odnosu na konkurente sa jačim strate- istraživanjima, npr. implementacijom modela i tehnika
gijama. Ovaj rad ukazuje na postojeće slabosti aktuelnih istraživanja tržišta, baza za konkurentnu i uspešnu mar-
strategija domaćih kompanija putem studije slučaja 2 keting strategiju može biti kreirana, ne samo od strane ve-
najveća proizvođača konditorskih proizvoda u Makedoniji, likih korporacija, već isto tako i od strane pojedinaca /
s jedne strane, i otkriva ponašanje potrošača i njihove vlasnika malih i srednjih preduzeća.
preferencije na tržištu potrošnih dobara i čokolade putem
marketing istraživanja i analize namernog uzorka od 300 Ključne reči: marketing istraživanje, istraživanje tržišta,
potrošača, s druge strane. Primenjene su istraživačke analiza potrošača, marketing strategija.
Contact:
Tamara Jovanov Marjanova
Faculty of Economics,
University “Goce Delcev” – Shtip,
2000 Shtip, Republic of Macedonia