IMPROVING THE MARKETING OF NATURAL MINERAL WATER ON THE EXAMPLE OF PJSC "MYRHOROD MINERAL WATER PLANT
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 8, Pages 5476-5483
Abstract- PJSC "Myrhorod Mineral Water Plant was chosen as the object of research of the scientific article. PJSC "Myrhorod Mineral Water Plant" and its trademark "Myrhorodska" are widely known and popular among consumers. To analyze the attitude of consumers to the products of PJSC "Myrhorod Mineral Water Plant", a marketing study was conducted through a questionnaire Internet survey using google forms, the results of which revealed weaknesses in the marketing system of the enterprise. Such shortcomings are include the product portfolio has not been updated for a long time (consumers want to update it); unsatisfactory design of the products and means of advertising. An analysis was also made of the competitiveness of the products of PJSC "Myrhorod Mineral Water Plant", which consumers like the least by the method of integrated assessment of marketing objects. An expert focus group was set up to determine the list of evaluation criteria. To increase the objectivity of the assessment of the opinion of experts was used the method of the survey "Designer the L.S.Shkolnik". The main way to improve the marketing activities of the researched enterprise is the introduction of an innovative product. We have offered new products in the form of sweetened low-carbonated water with the addition of plant extracts. The logo, the layout of the environmentally friendly "Plant Bottle" and the innovative "Myrhorod Fresh & Health Collection" trademark were also presented. The price of "Plant Bottle" is lower than the packaging currently used by PJSC "Myrhorod Mineral Water Plant". Concluding this study, we can conclude that PJSC "Myrhorod Mineral Water Plant" has a strong position in the mineral water market. But at the same time the company has weak links that require innovation to help maintain and improve the business.
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