Globalni izazovi i perspektive marketinga proizvoda zdrave hrane
Global Challenges and Perspectives of Marketing of Healthy Food Products
Apstrakt
Ovaj rad se bavi globalnim trendovima rasta tržišta zdrave hrane, potencijalima srpskog izvoza, kao i značajem i ulogom pozicioniranja i drugih marketinških strategija u ovoj oblasti. Sekundarni podaci su korišćeni za identifikaciju karakteristika i obima tržišta zdrave hrane na globalnom nivou i ključnim segmentima. U tom kontekstu, razmatran je ekonomski značaj i izvozni potencijal ovog sektora u Srbiji. Sektor hrane obuhvata veliki procenat ukupnog srpskog izvoza. Ipak, ovi proizvodi su niske dodate vrednosti i nisu brendirani. U cilju uspešnog pozicioniranja proizvođača zdrave hrane na međunarodnom tržištu, identifikovane su prednosti i slabosti domaće proizvodnje i izvoza, kao i mere za njihovo unapređenje. U ovom radu je predstavljen pregled literature iz oblasti pozicioniranja i marketinga hrane. Razmatrane su strategije pozicioniranja zdrave hrane sa aspekta brendiranja, imidža zemlje porekla, instrumenata marketing miksa, sa posebnim akcentom na promociji i etiketiranju proizvoda. Poseban deo rada je posvećen specifičnim aspektima kupovine i potrošnje hrane. Ponašanje pri kupovini i potrošnji hrane je pod uticajem brojnih faktora - ličnih i socio-demografskih, koji su analizirani kako bi se identifikovale odgovarajuće strategije pozicioniranja.
Abstract
This paper deals with global trends of healthy food market growth, Serbian export potential as well as with the importance and role of positioning and other marketing strategies in this field. Secondary data will be used for identifying characteristics and range of healthy food market on a global level and key segments. In that context, the economic importance and export potential of this sector in Serbia will be discussed. Food sector accounts for high percentage of total Serbian export. Yet, those products are of low added value, neither branded nor packed. In order to position producers of healthy food on an international market successfully, strength and weaknesses of domestic production and export will be identified as well as measures for its promotion. In this paper, literature review in field of food positioning and marketing will be presented. Various positioning strategies of healthy food will be discussed from the aspect of branding, country of origin image, marketing mix instruments, with special emphasis on promotion and product labelling. Special part of paper will be dedicated to specific aspects of buying and food consumption behaviour. This behaviour is under the influence of numerous factors, both personal and socio-demographic, which will be analyzed in order to identify adequate positioning strategies. At the end, recommendations for successfully healthy food positioning on an international market will be given. We will present ways of improving marketing strategies regarding exploiting identified chances on an international market.
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