BREAKFAST CEREAL PACKAGING DESIGN: A CHEERFUL START TO THE DAY
The fast food and breakfast cereals category is characterized by brightly colored packages with a large number of illustrations. The target audience of breakfast cereals are active residents of megacities, mostly women, with an above-average income. They have a lot of worries, and breakfast cereals allow them to save time on cooking. They can buy […]
DEVELOPMENT OF STM (PRIVATE LABEL) FOR RETAILERS
STM or Private Label is a trademark owned by a retail chain (super or hypermarket). In Ukraine and Russia, STM sales have been growing steadily over the past few years. This process especially accelerated after the 2014 crisis. In July 2016, the share of STM in the ATB discount supermarket chain amounted to 24.9% in […]
EVENT MARKETING – AN EFFECTIVE WAY TO INCREASE BRAND LOYALTY
Event-marketing essence and peculiarities Event marketing (event marketing) is a way of attracting attention to a brand to create closer ties between it and the consumer. It belongs to the tools of BTL-communications – indirect advertising tools. Event marketing is based on creating emotional ties between the consumer and the brand. Emotions are the main […]
HOW TO NAME A CLOTHING BRAND: 6 WAYS, 13 EXAMPLES AND 6 COMMON MISTAKES
We continue our series of articles on building a clothing brand. After the extensive introductory material Bag, Tag and Magic Wardrobe, we move on. After drawing up a business plan and allocating a budget, a young brand should think about applied things. First of all – about the name and corporate identity of the new […]
STUDY OF THE UKRAINIAN PASTA MARKET
Pasta is a food made of dried dough and water. Their main constituents are proteins and carbohydrates. Pasta contains at least 11 – 12% protein, 70-72% carbohydrates (mainly starch), 13% moisture and 0.5-0.7% fat. Their cost is very moderate, and cooking does not take much time, so this product is traditionally in demand. World companies […]
UKRAINIAN BEER MARKET RESEARCH: TRENDS AND FORECAST
More than 880 types of beer are produced in Ukraine today (data provided by Denis Khrenov, Acting General Director of SUN InBev Ukraine). Among all alcoholic products beer ranks first in terms of sales and accounts for 46.1% in the segment of alcoholic beverages. For the year from 01.07.2015 to 01.06.2016 sales in the category […]
JAMS MARKET IN UKRAINE: SITUATION AND FORECAST
Jam or confit is a jelly-like sweet treat made of fruits or berries. Jam was invented in England around the XIII century. Confitur is considered to be a French variety of jam. Marmalade is a dessert made of fruit cooked with sugar and a thickener that gives it a jelly-like shape. Jam is a Slavic […]
ANALYZING THE MARKET FOR DAILY CONSUMER GOODS
Half of 2016 is already behind us and KOLORO team continues to summarize the results, analyze the problems of the consumer goods market and give recommendations. Today we will consider the situation in the main segments of the Ukrainian market of food products. The year 2016 was not characterized by an upturn in production. Almost […]
FLAVOR REVIEW: COFFEE MARKET IN UKRAINE
The word “coffee” comes from the Arabic word “kaveh”, which means strength and energy. Every day, more than 1,400 million cups of this beverage are drunk around the world. Coffee is a key element of world trade, with the main varieties for sale being Arabica and Robusta. These two types occupy 98% of the market […]
WHAT IS A BRAND PLATFORM AND HOW TO CREATE ONE?
When launching a new brand or transforming an existing one, nothing makes more sense than creating a platform for it. This step follows a comprehensive analysis of the market, consumers and competitors, as well as the company itself, its customers. The brand platform is the base around which the brand is built. It is worth […]
