Palekhova, L.

Russanovska, S.

English

Scientific hub Dnipro University of Technology

143Russanovska S.Palekhova L., research supervisorNational Mining UniversityMARKET ANALYSIS USE OF HEALTHY PROFESSIONAL PET FOODPet care in Ukraine is a dynamic and high growth industry which attractsincreasing numbers of international producers with each passing year. A growingnumber of Ukrainian pet owners are becoming better educated about how to providetheir pets with the best possible care and thus extend their lifespan and improve theiroverall wellbeing. Moreover, sales of pet care products continue to be supported bythe increasingly prevalent ‘pet humanisation’ trend. Many Ukrainian pet ownersstrive to give the best to their pets and this is set to support sales of industrially-prepared dog and cat food and dog and cat treats as well as various pet products andaccessories and pet-related services over the forecast period.The health and wellness trend prevails in almost all pet care categories inUkraine. Ukraine’s cat owners are becoming better educated on how to care for theirpets and this has led to the development of new specialized pet products withvitamins and minerals which target specific features of pets of different breeds, agesand sizes, among other characteristics. Ukrainian consumers have respondedpositively to this trend and many of them preferring only to purchase food which hashealthy marketing claims for their pets.Healthy nutrition program from Royal Canin - is much more than a trend.Healthy nutrition program is based on scientific facts and constantly reinforced bynew knowledge. Scientific development research center of Royal Canin, togetherwith the experience of the partners - breeders and veterinarians - increase theknowledge base of the company for more than 40 years.The principle of "Healthy Eating" finds its reflection in a better and longer lifethanks to the animal ideally suited nutritional solutions. Each cat and dog are unique,they can not go the same nutrition program. Royal Canin - a company which takesinto account age, activity, breed, size and way of life of the animal and offers:- Rations for puppies / kittens and adult animals;- Rations for specific breeds of cats and dogs;- Rations depending on the size of the animal;- Diets based on the specific needs of castrated animals;- Diets for animals according to their way of life;- Diets for cats and dogs with special needs.The leading local and multinational companies in pet care in Ukraine each offerseveral brands. The industry’s top two players, Mars Ukraine TOV and Nestlé-Ukraine TOV, each accounted for a high proportion of retail value sales in theindustry in 2012 and the competition between them remains strong. The success ofthese leading companies lies in the strength of their brands in various different pricesegments. The brands of these companies are very well-established and well-known144among Ukrainian consumers thanks to high levels of promotion and advertisingsupport. Nonetheless, local manufactures still made a huge contribution to growth inpet care in 2013 with the majority of them able to attract consumers with low-pricedbrands.During 2013, modern grocery retailing channels accounted for 41% of total petcare current value sales. Numerous new supermarkets opened in Ukraine’s majorcities, which attracted higher numbers of new consumers to this retail channel.Supermarkets and hypermarkets continue to benefit from offering mass economy andmid-priced brands. As a result, more Ukrainian consumers relied on these channelsfor their pet care products during 2013. Pet shops remain very popular amongUkrainian pet owners as they employ staff who can give advice and makerecommendations on the best pet care products to suit each individual pet. Petsuperstores, often located in shopping centers, are also becoming popular in Ukrainedue to their regular use of special offers and price discounts.Sai D.Nikolayeva V., research supervisorO.D. Shvets, language adviserNational Mining UniversityON UKRAINIAN LABOR MARKET NEEDS IN MARKETERSEconomic crisis seems to be over, but Ukrainian labor market has not recoveredyet. According to the official statistics of the State Employment Service, on 11/09/12there were registered 416 thousand unemployed in the country (1.5% of workingpopulation). Experts claim the real level of unemployment is about 7%. Applying foran appropriate job might take months. However, specialists in sales and promotion arestill in demand. The purpose of this work is to analyze the shape of labor market withmarketing vacancies. All the statistics data below is from biggest HR portals in Ukraine:http://rabota.ua, http://hh.ua, http://www.work.ua.In the third quarter of 2012, vacancies number for marketing increased by 1.4times as compared with the same period of 2011; and this figure is 11.38% of thetotal vacancies number in the labor market at the moment. During the first half of2012, the quantity of CVs related to sales, PR, advertising was 7.3% of the totalresumes.Almost a quarter (24%) of all vacant jobs in the “Marketing/Advertising/PR”was placed for specialists in the Internet marketing. World Wide Web is acommunication channel rapidly gaining popularity among Ukrainians companies ofany size or business type. As a result, demand for that kind of professionals growspermanently. As it is a rather new trend, which has been developing only for the last6-8 years, specialists with wide experience are sorely lacking. Shortage ofeducational institutions training the Internet advertisers or marketing managers makesthe situation more complicated, as well as the fact that many employers are quite far

MARKET ANALYSIS USE OF HEALTHY PROFESSIONAL PET FOOD

http://ir.nmu.org.ua//bitstream/123456789/146802/1/RussanovskaSPalekhovaL.pdf

MARKET ANALYSIS USE OF HEALTHY PROFESSIONAL PET FOOD

Abstract

Similar works

Full text

Available Versions

Scientific hub Dnipro University of Technology