strategy

Globalization is currently an issue that every producer must take into account in order to respond as positively as possible to the needs and requirements of consumers in international markets. The development strategies created in this sense must be adapted to the highest standards, in order to be able to compete with the opposing producing companies. Synthesis are based on the study ” Dairy Marketing Strategies in the Context of Globalization: Issues and Challenges”, published in 2012 by Ashraf Imam, MN Zadeh and Laxmi Rani Dubey , issue of the ” International Journal of Trade, Economics and Finance” .

Globalization in the context of the dairy industry

Regardless of the nature of the industry we are talking about, globalization is certainly one of the biggest strategic challenges of the moment. Over the last decade, it has expanded considerably, which, despite the financial crisis and various global recessions, will continue to grow and expand. From this perspective, globalization involves both a number of different dimensions and a wide range of applicability, being defined as: The continuous development of an international involvement of a company in the issue of geographic marketing, products, management and resources (force of labor, raw materials used, etc.), in order to optimize international marketing opportunities.

Demand for dairy products has increased significantly, especially in the Asian region, where for a long time it accounted for about half of the demand for milk and dairy products globally. The factors that determined this increased demand were the increase in revenues in China, India and other Asian countries, as well as changes in the composition of food in the region. In terms of gross milk production, India has the leading status of over 13%.

While, worldwide, dairy factories in the cooperative sector process 80% of the quantity of liquid milk collected, private dairy factories process and sell only 20% of the quantity of milk collected, in the liquid state, the rest being reserved for other categories of dairy products, on which special attention is paid to added value.

Marketing strategies implemented in the dairy industry

Dairy products have been and continue to be associated with the slogan ” Got Milk” , adopted in the marketing campaign launched in 1993. Marketing strategies involve clearly highlighting the nutritional value of products (especially in the organic market area), by through media channels, as well as through the development of a series of new products. The American Marketing Association defines marketing as: “the process of planning and executing the concept, price and promotion, and distributing the idea, goods and services, in order to create an optimal exchange that meets both individual and organizational objectives.” For a successful marketing, the appropriate departments are required to use a wide range of strategies that are mandatory: the way, period and place, for the presentation and promotion of a product offered to consumers.

Successful marketing strategies create the desire to purchase the promoted product. For this to be an achievable aspect, it is necessary to fully understand the needs and tastes of consumers, through characteristic market studies. It is also necessary to know exactly which information will persuade consumers to buy the promoted products, and just as important, which category of public is most likely to perceive the information received, in a credible and positive way.

To increase sales , some marketing strategies use fictional characters, public figures or medical experts, while other strategies are limited to statements that address issues related to the health benefits of the body and body through the consumption of those products. At present, a quarter of all advertisements refer to food, and about half of them promote low-nutritional food products and sweets. Many of these commercials target teens and children, who are introduced to their products using familiar characters, humor, and music.

The impact that these marketing strategies have is clearly illustrated by a wide range of studies conducted on this topic. Those studies show that when most ads promote high-fat and high-sugar foods and sweets, the likelihood of choosing them instead of healthy foods is much higher. The same is true if more than 75% is reserved for the promotion of healthy food.

Correlation of the strategy with the consumption habit

Although it is known that marketing strategies have a direct impact on the consumption of products (in this case, dairy products), we must also remember the influence they have in relation to eating habits developed by consumers . A concrete example is the statement of researchers in the late 1970s, which said that a high-fiber diet can reduce the risk of cancer. Despite the fact that the vast majority of consumers have not increased their consumption of high-fiber cereals due to the wave of advertisements on this subject since 1984, the consumption of these categories of cereals has increased over three years by about two million of consumers.

Since then, the number of marketing strategies that used scientific studies on products to promote them has increased considerably. Thus, it can be seen how the statements about the benefits brought to the body by consuming certain foods, adopted in marketing strategies, either reduced the consumption of foods high in saturated fats or increased the consumption of skim milk, fruits and vegetables. , or eating fish meat.

Another marketing method used is to label the product as “light”, which means that a portion of that product contains up to 50% less fat than the original product. However, products labeled in this way are not necessarily a healthier food source. In most cases, the low amount of fat in a food is replaced by a large amount of sugar. This means that the calorific value of the product is above the maximum recommended. The general and misconception of consumers is that products labeled “fat-free” mean lack of calories.

Food labeling standards define foods labeled with a “low fat content” as those products whose fat content does not exceed 0.5% grams / serving. Therefore, consuming several servings of this food category can mean consuming one gram or two grams of fat.

Mandatory conditions

In order for a marketing strategy for dairy products, in the context of Globalization, to be considered an indisputable success, the following aspects must be taken into account:

Prospecting other markets and broadening horizons: Despite the fact that the portfolio of dairy products has been steadily growing, the Indian dairy industry should be moving to new markets and expanding abroad.

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