Chapter 3. The development of the concept of the product and determine its characteristics

Our product - honey, like any product, seeing it as a complex concept can be viewed at three levels. In describing the characteristics of the honey will use a three-level model in the firm:

I level: Absolutely organic and fresh: the main benefit of product.

Our honey is produced in perfect conditions, without using chemicals or other inappropriate addings. Other companies may put lover price on their product due to less spendings on creating and producing the product. Our honey may cost a little more, but the customers can be absolutely sure that they are using perfectly created organic product. Customers trust our brand and the amount of them is increasing. That's why 'Medochok' company has got very high chances to grow the annual profit.

II level: goods - actually created a product with specific properties and characteristics, such as: product quality is very high because it produced a natural way and is completely clean of impurities and organic.

Standards of our honey is: GOST 6534 - 89, ISO - 9001, 22000, and ISO 3924 - 2000.

The average copper contains about 80 % solids and 20 % moisture. Solids are presented mainly in carbohydrate - glucose and fructose (not less than 79 %), sucrose content should not be higher than 6 % (the higher the concentration is indicative of falsification of honey sugar syrup). Also present in honey maltose, trehalose, and other carbohydrates.

Honey contains a rather high amount of minerals, in the flower of about 0.2-0.3%, in honeydew - to 1.6%. It found 37 macro-and micronutrients: phosphorus, iron, copper, calcium, lead, potassium, fluoride, zinc, etc. Dark honey contains more of them than light; Polyphlore honey has a diverse composition of minerals than Monophlore.

Honey actually has original fresh appearance, as well as the appearance it can be recognized. Packaging is very beautiful honey can not be said of competing companies that use standard banks. Our company also uses a packing (Picture. 3.1):

 

 

 

 

Picture. 3.1. Packing honey

An important element of the marketing of goods policy is packing the goods. Packaging - is not just a subject in which the product and no longer functions not, as a subject that is important and has a number of functions, namely information about the product that is on the package, protects the product during transportation and storage, change package makes it possible to meet the needs of different segment groups - this is an important means of communication of the company and the consumer.

Our company uses a rather interesting package in the form of a bear that because sho is made of plastic, protect from thermal deformation.

It can be seen in Picture. 3.2.

 

Picture. 3.2. Packaging of goods

The next ele
ment is a brand name that is shown in the following picture 3.3.

pict. 3.3. Brand

 

III level: at this level, the product must be reinforced by additional services or facilities. The product that we produce - honey, as a number of additional services or benefits is unrealistic, namely credit, guarantee, installation, however we can deliver our products to intermediaries using all 7 rules of logistics, with a large fleet of vehicles which are equipped with all that needs to honey, such as: air conditioning, so it does not suffered from heat and shelves with clamps that it is not deformed from impact. Therefore, we can deliver our products to middlemen without any problems.

It was also held product positioning relative to its alternative competing products. First of all, Positioning - provision of goods is clearly separated from other products in the market place and in the minds of target consumers.

Product Positioning

As our product has entered the market few years ago, its main purpose at this point is the need to become stronger and more popular in the minds of consumers. So we create positioning of a product.

 

Quality Price	Low	Avarage	High
Low		“Ukrainian honey”
Average	“Svit Medu”		'Medochok'
High		“Bartnick”

 

After analyzing the products of competing firms by such characteristics as "price and quality" we found an unoccupied position in the market of producing honey that characterize our products as high quality merchandise at a reasonable price.