Distribution and promoting strategy of agricultural and agro-food products (a case study at “Kosarom” Trade Company of Paşcani, Iaşi county)

Within the marketing mix, distribution is a very important part, considering the four distinctive elements: distribution intensity, length of distribution channel, strategy of distribution and distribution control system. For the companies that improve the products, which will be processed industrially, there are many distribution circuits: traditional circuits, semi-integrated circuits and integrated circuits. In Romania, there are many forms of distribution, which are generated mostly by the type of economic agents involved in this process. The objectives of the distribution strategy were proportions and directions of the product flow (offer size, delivery rhythm, target market segment, distribution forms and path), but also providing a high quality distribution (reducing the distribution costs, increasing the adaptability of distribution system towards the changes that occur on the market, increasing the control level of an agricultural company over the distribution channel). Promotion is another important element of the marketing mix. The promotional operations are made of at least three actions: consumer’s, distributor’s and a commercial action organized by the distributor. The promotional strategy of a product may be concentrated or focused, with differences on certain segments of the market or undifferentiated. According to the used criteria, other types of promotional strategies can be used, such as strategy of exclusive promotion of a product or service, strategy of promoting the global image of a company or its extending, strategy of permanent or intermittent promotion, offensive or defensive strategy, promotion strategy by using own means or specialized agencies. Starting from these aspects, the goal of the authors was to emphasise the most significant characteristics of distribution and promotion of the agricultural and agro-alimentary products at “Kosarom” Trade Company of Paşcani, Iasi County

Improving Advertising Techniques Based On The Meat Products Consumers’ Behavious In Iasi, Romania

Many Romanian companies in the agriculural and food sector have to face the problem of choosing the most appropriate methods and techniques to promote their products, in the context of stiff market competition. The first step in accomplishing this goal is a market study that reveals the consumers characteristics and their prefferences regarding food products, as well as their buying habits. The purpose of this paper is studying the actual state of the meat products market, which will prove to be useful for improving the advertising methods and techniques used on the Romanian market, as well as identifying new ways to promote food products in order to create a competitive advantage on a market which is almost saturated. The paper aims to identify the exact variables to be considered when conducting an advertising plan, based on the consumers’ behaviour regarding meat products

The Design of Organizational Structure Flow in the Distribution and Capitalization Process, Specific for the Integrated Units from the Product Chain "Meat and Meat Products"

The economic efficiency is a concern of researchers in agricultural economics, and also of consumers who wish to be informed about all stages and processes from raw material to finished product that are found on store shelves. At present, the agro-alimentary integration of firms in Romania is absolutely necessary in order to enter on the European market with competitive products. Therefore, the chain study involves the analysis of fundamental issues, namely: • identify the main stages (raw material production, transport, storage, inventory system, processing and products trade); • review the mechanisms that occur between them.To identify the main problems occurring in the chain "meat and meat products" as well as implement the opportunities offered by external environment, the authors conducted a SWOT analysis. Based on the conclusions drawn from the SWOT analysis, the authors propose a flow of organizational structure, able to respond to consumer demand and ensure the increase of competitiveness on a rapidly changing and relatively saturated market

Neuromarketing in the agri-food sector

The concept of neuromarketing, one of the most current and modern, is increasingly present in practical marketing research, being used mainly in the study of consumer behavior. The concept only appeared in 1983, but in 2020 over 150 profile companies were active. Neuromarketing combines the science of the brain with the science of marketing, and manufacturers and/or retailers use neuromarketing techniques to boost sales, encourage consumption, and make a profit. The present work addresses the specifics of neuromarketing techniques in the agri-food field. It starts from the fact that these techniques differ from the classic ones, in that purchase and/or consumption decisions are not made only on rational grounds, the emotional ones predominating. The most well-known neuromarketing techniques are: electroencephalography (EEG), eye tracking, facial coding, galvanic skin response (GSR), implicit association test (TAI), etc. All these provide information on the processing of marketing stimuli and the making of purchase and consumption decisions under the influence of a complex set of emotions, feelings, perceptions or values impossible to measure with traditional quantitative methods. The aim of the paper is to create a dashboard with neuromarketing techniques applicable in the agri-food sector, based on the foray into the literature regarding the validity and functionality of these techniques for agri-food consumption. The assumption on which the approach of this paper is based is that neuromarketing techniques have an extremely significant impact on the purchase and consumption decision, and promotional actions based on such techniques, especially those that generate compulsive purchases, contribute to the increase in unbalanced consumption

Planning the marketing activity on the Romanian food market (case study at S.C. Kosarom S.A. Paşcani)

The marketing activity is, in most cases, the main element that makes the difference between companies that compete in the same markets, regardless of their field. Given the increasingly strong competition, differentiating brands in consumers' minds is achieved mainly through marketing strategies and how they are implemented in the market. Food companies, including those in Romania, do not deviate from this rule and give a growing importance to marketing activities. For these actions to be effective, companies must ensure that the marketing process is correlated with the market requirements and company objectives and possibilities, according to a strict and realistic schedule which is made in advance and with clear deployment stages. In this paper, the authors have proposed to highlight the importance of developing a marketing plan, in which all planned marketing activities the company wants to achieve within a certain period would be listed. The case study was conducted at S.C. KOSAROM S.A. Paşcani, one of the most important producers of meat and meat products in eastern and northeastern Romania. Within the developed marketing plan, the following milestones were considered: the objectives, the target customer segments, the competitive platform and tools for communication with the market and proposals for various campaigns: an integrated campaign for Easter, a sales activation campaign during summer, an educational campaign in the autumn and a winter holidays campaign

Marketing study on wine consumers’ behavior from Iasi

Research indicates that there is no such thing as a well defined market for wine, as there are no typical wine consumers. Wine market consists of several segments that are influenced by demographics, psychographics and the context in which it is consumed. Given the complex nature of the product itself, but also of the market, wine is one of the consumer products that are most difficult to address from a marketing perspective. Understanding how consumers choose a brand of wine continues to be a complex problem. Wine is a product that generates confusion among consumers, due to the large number of indexes on the label, such as brand name, region or grape variety. Unlike most foods products, wine taste may vary in a given year depending on the harvest, even if the brand and other extrinsic information remain the same. For other food categories, consumers easily switch between different brands according to market share and are not very concerned about the differences in taste or quality behind the labels. The study on which this paper is based aimes to analyze the wine consumers’ behavior from the Iasi market. Research objectives include: evaluating the main characteristics of the wine purchasing behavior, determination of preferences regarding the main characteristics of the product, evaluation of the main characteristics of consumer behavior and identifying features of the acquisition, consumption and preferences based on gender, age, education, number of family members and income

Consumer behavior from Moldova area towards organic food

This study tried to get knowledge of consumer behavior from Moldova area, towards organic food products. It was performed on sample of 225 respondents and the data obtained from the survey were analyzed by SPSS version 20 program by chi-square test and correlation analysis. As a research method to quantitatively study used a questionnaire applied to their face to face by interviewers. The instrument used was a questionnaire consisting of 14 questions, including four sections: filter questions, consumer behavior, perception differences between organic and conventional foods (common) and demographic characteristics. The main points of purchase organic products are: domestic market, supermarket and health food stores. Of the following points of sale where the respondents consider that they can buy ECO food is 29.70% of domestic market responses, 24.90% of responses supermarket and health food store 21.40%. Based on the statistical analysis performed shows that 45.13% of respondents consume organic products several times a week. Regarding the recognition criteria of food ECO, 42.21% of the responses indicate label 33.17% believe organic products appearance and smell of 23.62% using the element of differentiation between organic and conventional products

The modification of food consumption behaviour under the influence of promotional actions

The consumption behaviour represents one of the main attractions of the marketing study area which sparks a lot of interest. Within the enterprise marketing mission, the food consumption behaviour is a particular sub-category, given the significant realignments of production and food consumption. The statistics from the last 10 years indicate a strongly ascending trend for all product categories. The hypothesis of the current research is that this increase is due mostly to the simultaneous increase in the number and intensity of promotional campaigns and actions, to which consumers respond with pro-comsumption favourable reactions. The analysis from this paper is performed for Romania with data from the period 2010-2020 by means of the following methods: observation, data analysis, processing and interpretation. The research results confirm the increase in food consumption under the influence of promotional actions, which does not always favourably support a stable, socio-economically healthy and sustainable market. An atypical situation, which invalidates the correlation hypothesis of an increased food consumption directly influenced by promotional actions, is that of fruit and vegetables consumption in Romania, products for which there is no consumption increase registered, at least compared to other products (meat, sugar products, tobacco, beer etc.), but also have not been observed significant promotional actions

Study on promoting companies specialized in the production of wine from Iaşi county (Romania) by implementing online marketing (case study)

Online promotion of wine products is a new but indispensable approach in all promotional activities initiated by companies and producers of wine, whereas there is a need for a greater focus on this specific market, not separated from the real one, but a new component, increasingly prevalent. The new market, where demand is getting bigger in our country and where consumers are becoming more and more faithful to this type of promotion, is the online environment, which generated, as a response from manufacturers and distributors in almost all food industry areas, online marketing. Promoting in the virtual environment follows the same stages of development as any promoting strategy from other environments of intersection with customers: initial research, market segmentation, setting goals, market positioning, marketing mix, implementation of the promotional campaign itself and the implementation and post implementation control. The key features of wine products online promoting is interactivity and socialization. Internet communication occurs in two directions, unlike traditional marketing, which is unidirectional. The other characteristic of virtual promo-tional methods - socialization characterizes the future of cyberspace. The research purpose is not to separate the new form of promotion of other forms of nonvirtual marketing activities, but to emphasize that online marketing is the component that should not be missing from any promotional cam-paign launched by a company. The research was based on information provided by the S.C. Cotnari S.A. Department of Marketing. In order to determine the characteristics of online communication and modern promoting trends, we analyzed the website and social media accounts of this wine producer, as well as news portals and blogs. Questionnaires were applied on a sample of 133 consumers, to analyze the impact on their use of online marketing. The studied sample consisted of consumers of wine and, most of them, Internet users, from urban or rural areas. Each questionnaire contained 16 questions, with a total of 63 variables, and aimed to compare the behavior of respondents towards online promotion activity of S.C. Cotnari S.A., Iaşi county

Reconsidering the marketing mix from the perspective of circular economy

Circular economy, a modern and current concept, represents a concrete solution to practically support sustainable development. Moreover, circular economy is considered as one of the most representative answers to the need to efficiently and sustainably manage the problem of resources and waste generated by the production and consumption processes. The current paper which is prevalently theoretical and empirical, aims to identify the existence and meaning of the relationship between marketing mix and circular economy, starting from the hypothesis that the traditional marketing mix needs an adjustment to the requirements of circular economy. In fact, we propose to reconsider the traditional marketing mix by adding a 5th component to the established 4Ps: product, price, promotion, placement. By means of the analysis and synthesis of the literature, correlated with the authors’ proposal, the new component added to the marketing mix is the ”return” and refers to the new sustainable and responsible way to use the waste resulted from consumption. Thus, the main outcome of the paper, the 5th component that is ”R”, is analysed and developed based on the specialty literature and of the studies that support circular econom