JSC BIOGAMI COMPETETIVE ENVIRONMENT ANALYSIS OF INTODUCING NEW BRAND „MAMUKO”TO THE CHILDRENS PORRIDGE MARKET
Keywords:brand, market, competitors, positioning
The aim of the research - to investigate and evaluate the competitors of the newly introduced “Mamuko” brand in the baby porridge market. Objectives of the research: 1) to determine the target audience and the main competitors of the “Mamuko” brand of JSC Biogami according to the keywords entered in the online Google search engine; 2) identify and determine the most important attributes of competitors' products; 3) to create a perception map of competing products and to determine the communication tools for positioning the “Mamuko” brand. The object of the research is the competitive environment of the newly introduced “Mamuko” brand in the market of baby porridges. The research method is a content-analysis method, as it allows the best focus on the content of the material. Compared to other porridge brands, “Mamuko” products are unique, ecological porridges for children that meet the highest quality standards, but do not have a clear brand image and communication concept about the uniqueness and relevance of their products to the consumer. In the communication of “Mamuko” products, it is recommended to emphasize that “Mamuko” porridges are not only organic, as well as many producers, but also useful: they retain natural vitamins and minerals in the production process.