Measuring Segments Attractiveness of the EEU Meat Market

Liubetski Pavel Bronislavovich, Candidate for PhD, senior Lecturer of Marketing Department, The Belarusian State Agricultural Academy; 5, Michurin st., Gorki, 213407, Republic of Belarus (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article presents a study of meat and meat products market characteristics in the context of the EEU national segments of Armenia, Belarus, Kazakhstan and Russia. Assuming the results of the desk market research the authors determine quantitative values of the factors that describe the attractiveness of the market. In this study was conducted the evaluation of the attractiveness of the EEU national market segments of meat and meat products based on characteristics of its capacity, balance, demographics, income , consumer behavior, dynamics of production concentration in the regions.

Keywords: market of meat and meat products; EEU; capacity of the market; consumer behavior; concentration of production; measuring of market attractiveness.

Monitoring Technology for Sustainable Development of Federal Districts

Galkina Galina Stanislavovna, upper teacher, Moscow Institute of state and corporate management (MISCM); 21, build. 21, Electrozavodskaya street, Moscow, 107023, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This paper examines the monitoring mechanism within the concept of sustainable economic development of Russia Federal districts. It discusses monitoring information base, frequency and time of observations. The stages of the monitoring set out in article. There is the necessity the account features of the development of Federal districts, their resource and economic differentiation in the paper. Analyzed the classification group of the Federal districts. It results on the based on leading socio-economic and environmental parameters consistent with the criteria complexes indicators of sustainable economic development, reflecting national trends and region-specific development areas. The author offers valuation category degree of sustainable development, providing the economic development forecast of the Federal district.

Keywords: sustainable development; federal district; the monitoring mechanism; indicators and criteria of sustainable development; classification group; evaluative categories.

Dynamics of Competition in Local Markets of FMCG

Grebennikov Viktor Fedorovich, Research company «Summa Tehnologii», director; 630087 , post box 94, Novosibirsk, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Zakaharov Nikolay Valerievich, Quantitative research manager in Russian and international research companies (2002–2013), free-lancer (now days) (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In crisis conditions in local markets of FMCG decrease in concentration and growth of number of players is observed. In the conditions of stability we can see consolidation of the markets and growth of concentration. Despite tactical changes, during the long period of formation of market structure (10 years and more) concentration asymptotically aspires to some equilibrium level. During the crisis, that has been started in 2014, change in distribution of shares of players are inevitable, but this situation will not so dramatically, as in 1998–1999, first of all, in those markets where processes of consolidation, import substitution and localization had been completed before 2010.

Keywords: competition; concentration; Herfindal-Hirshmann Index; local markets; industry.

Marketing Research of Company Position in the Local Market to Identify Its Reserves to Growth

Bondarenko Victoria Andreevna, doctor of Economics, Professor of Marketing and advertising department of the Rostov state economic University (RINKH), 344002, Rostov-on-don, B. Sadovaya, 69 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In the article explained the need for a permanent marketing research for small firms involved in the local market of production and sale of metal-plastic constructions. The results of marketing researches allow to monitor the market situation of the company and to develop list of measures to stabilize the operation.

Keywords: criteria; a scoring assessment; SWOT analysis; rankings of competitiveness.

Development of Brand Strategies for Teenage Customers Market

Tappaskhanova Elizabeth Oyusovna, Associate Professor, Department of Management and Marketing, Associate Professor, Kabardino-Balkaria State University JM Berbekov, Institute of Business Administration, Marketing and Tourism; d. 173, st. Chernyshevsky, Nalchik, 360004, Russian Federation (tappazliza777 @ mail .ru)

Tokmakova Ruzana Azikovna, Associate Professor of Management and Marketing, Associate Professor, Kabardino-Balkaria State University named after HM Berbekov, Institute of Business Administration, Marketing and Tourism; d. 173, st. Chernyshevsky, Nalchik, 360004, Russian Federation (tokmakova.ruzana @ mail.ru)

Handohova Zalina Arsenovna, Art. Lecturer, Department of Management and Marketing, Kabardino-Balkaria State University named after HM Berbekov, Institute of Business Administration, Marketing and Tourism; d. 173, st. Chernyshevsky, Nalchik, 360004, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In the article the characteristic of market for teenage customers is given and the necessity of producing its own brand strategy for each teenage segment is proved. It can be portfolio strategy, diversification strategy or agreements between trade partners. A new phenomenon is the creation of brand unions (alliances). Depending on teenage influence the producer should devise three types of marketing strategy. The first one should be addressed to adolescents, the second one – to teenagers as well as their parents, and the third one should be totally oriented towards adults. It is emphasized that teenagers will be loyal to goods of those producers that develop their own charitable programs. One of the most effective methods to create and maintain the attention among teenage audience is virus marketing. Producers should also pay special attention to the channels of communication, popular among teenage audience – SMS, e-mail, forums, chats.

Keywords: market for teenage customers; market segmentation; trade mark; brand; branding; brand strategies, viral marketing.