Economic crisis and purchase pattern
— 2010-10-15 —

Data source: AMI VETRA.RU
Tea GrGurich, PP marketing Vice-Presidents shares his view on current situation. Mr. GrGurich points out that even in a most difficult crisis time frozen food market still has shown a positive growth, and has a great growth potential as well.
The major product niche is represented by frozen meat products and pelmeni with total of 60% market. The stability and growth of raw materials base since 2008 allowed keeping product prices and expanding product assortments. Experts predict further market growth in 2010 and 2011 however the negative grain industry situation can affect the forecast.
Mr. GrGurich also emphasizes the customer purchase pattern changes where medium and premium segments re be the top products in the line due high customer demand. The positive forecast offers opportunities for potential market growth in 2011-2011 and proposed the assortment increase.
The purchase patters still depends on product price, however middle and upper-middle class prefer the quality over price where lower social segment and customers over 60 focus on lower price. The AMI study publishes the following data:
Female customers (58%) prefer the price over comfort compare to male customers (51%)
Younger customers (18-34 year old with 51% share) are more likely to choose comfort over the price compare to older one (60 and older with 28% share). However 68% of older clients prefer lower price compare to 44% of young focus group.
Moscow marketing analysis also rated the importance of product quality where 45% of clients focus on quality, 21% looks at price and package and 13% to be indifferent why picking the brand name.
All together product quality, price and brand reputation are factors which influence the purchase pattern. In addition to constant improvement process PP uses public marketing campaign which encourage PP customers actively participate in various competitions and trade show and offers additional brand marketing.
PP believes that focus on quality and customer loyalties are its major development goals and would continue to develop strategies leading to Zolotoy Petushok success.