Marketing conception of success in the ice-cream market of “functional designation” (RESUME)

Lia Berikashvili, Prof. Givi Mikeladze

Success of “functional nourishment products” and demand for them gradually increases occupying a quite great place in the market.

According to the prognoses of the world famous scientists in the field of nourishment and medicine, over 30% of foodstuffs market will be occupied by “functional products” in the nearest ten years. Therefore, production companies should look to producing “functional nourishment products” in order to maintain competitiveness in the market.
“Fruit ice-cream” (patented as “Gruzpatent” N70 G23 9.02. 9.04) developed through our new technology refers to the category of “physiological foodstuffs” insofar as its physiological qualities are concerned.
Developing entry and movement strategy of new category of products ? “functional nourishment products” ? in the market is one of the most important objectives in the given stage. The qualities of “fruit ice-cream” developed by us with completely natural raw materials makes for metabolism and food processing, peristalsis of guts and eduction of heavy metals and chemical weed-killers from organism. This quality is especially important and essential for the part of population that lives in ecologically unfavourable area.
A most important element of the entry and movement of new category “functional ice-cream” in the market are advertisement and publicity drive. Based on our research, we can conclude that in the given stage the most efficient advertisement (especially in our case) is not direct advertising, but rather the so-called “hidden” one pointing at the qualities of the product in context.
Advertisement strategy should become adapted to the specifics and other important factors of ice cream with specifically “functional” designation. Of marketing measures, provision of information to the market plays the greatest role in promoting a product in the market. Therefore, we paid special attention to this very fact.