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the GNOMES
You're never too old to be young!
THANK YOU!
OUR TEAM
ABOUT
the GNOMES
the GNOMES
Moldir Aitkazyyeva
Sanzhar Kaldarov
Gulbibi Salgarayeva
Zhaksylyk Orynbassar
Nurdaulet Sadibek
INTRODUCTION
INTRODUCTION
One day, me and my friends met and celebrated my birthday. My friends know that I love sweets so much. Of course they joked that I need to open confectionery. Why not? Аand we decided that we will continue to deal with this matter.
INTRODUCTION
We think that confectionery products always have a demand in the international market.
Because they are bought everywhere, in any state or region of the world.
We know, that we have many competitors in the market.
But we want to try to promote our product to the international market.
For this we need to research the market, demand and supply, price policy, opportunities and risks and etc.
So, let’s start.
We founded our company “GNOMES” in 2015. Since 2015 we have produced confectionery: waffles, jujubes, candies and chocolates. Our products have very high quality.
INTRODUCTION
The name of our company is associated with the initials of our names: Gulbibi, Nurdaulet, Orynbassar, Moldir and Sanzhar.
INTRODUCTION
We believe in the fact that you can combine a favorite with auseful.
Already for a long time any holidays, birthday parties do not pass without confectionery.
the MARKET SELECTION
We want to produce confectionery for consumers who demand the product. In this case, it is necessary to focus not only on the domestic market, but also on the international market.
So, GNOMES sells its products in the following markets:
MARKET SELECTION
Well, in order to understand the current market
situation, let's use some types of analysis.
the ANSOFF MATRIX
the ANSOFF MATRIX
01.
The ANSOFF MATRIX is a marketing tool that helps a business determine its product and market growth strategy. It describes four growth alternatives:
02.
03.
In this case, GNOMES develops new products, such as:
- Tiki-tak: wafers with chocolate icing;
- Heartbeat: marmalades in the form of hearts;
- Om-nom: chocolate with a taste of nutmeg;
- Boom: candies with raisins.
the PEST-ANALYSIS
the PEST-ANALYSIS
Political factors:
• The current legislation in the market;
• European/international legislation;
• Regulators and norms;
• Trade policy;
• Financing, grants and initiatives.
Social factors:
• Revenue breakdown and expenses;
• Basic values;
• Tendencies of a way of life;
• A brand, reputation of the company, image of the used technology;
• Behavior models of buyers;
• Fashion and role models;
• Main events and factors of influence;
• Opinions and relation of consumers;
• Consumer preferences;
• Advertizing and public relations.
Economic factors:
• Rate of inflation;
• Solvent demand;
• Commodity distribution chains and distribution;
• Needs of the end user;
• Main external expenses:
o Transport;
o Raw materials and accessories;
o Communications.
Technological factors:
• Development of competitive technologies;
• Change and adaptation of new technologies;
• Information and communications, influence of the Internet.
the PORTER'S 5 FORCES
the PORTER'S 5 FORCES
Using the model of Michael Porter,
we can identify the five main forces of competition,
and therefore, the market share,
the profit level of GNOMES is determined
by how effectively the company counteracts these forces:
01.
New competitors entering the industry, producing confectionery products.
Threat from the substitute goods (for example, honey, jam, sweeteners,fruits, dried fruits and etc.).
02.
Competitive companies, already established in the confectionery market (Rakhat, Hershey, Roshen, Mars, Nestle and etc.)
03.
The impact of confectionery dealers (distributors and dealers) and component suppliers.
04.
The impact of consumers (buyers of sweets).
05.
the PRODUCT COMMUNICATION
PRODUCT COMMUNICATION
Key communication objectives of GNOMES include:
- Formation of the demand for the product;
- Stimulating the purchase of goods;
- Formation of a certain attitude to the goods;
- Strengthening the image characteristics of goods;
- Getting consumer confidence in the international market.
Well, to achieve these goals, at first, let's turn
to SWOT analysis.
the SWOT-ANALYSIS
the SWOT-ANALYSIS
"
Strengths:
• Reliable monitoring of the market.
• Debugged marketing network.
• Wide product range.
• High quality control.
• High profitability.
• Growth of current assets.
• High qualification of personnel.
• Good motivation of personnel.
• Sufficient popularity.
• Flexible price policy
S.W.O.T. is an acronym which designates Strengths, Weaknesses, Opportunities and Threats. SWOT analysis is an organized list of the strongest and weaknesses of your business, opportunities and threats.
• Increase in competitive advantages from competitors.
• Growth of taxes and duties on import of import raw materials.
• Competition strengthening
• Rise in unemployment.
• Deterioration in a political situation.
• Emergence of new firms in the market
Threats:
• Increase in prices for raw materials and finished goods.
• Failures in raw materials supply.
• Decrease in the standard of living of the population.
• Growth of rates of inflation.
• Toughening of the legislation.
• Change of price level.
• Jumps of exchange rates.
"
Opportunities:
• Increase in shares of the markets.
• Leaving from the market of sellers of import production.
• Unsuccessful behavior of competitors.
• Appearance of new suppliers.
• Reduction in taxes and duties.
• Improvement of technology of productions
Weaknesses:
• Nonparticipation of personnel in adoption of administrative decisions.
• Insufficient control of performance of orders and orders
the STP CONSIDERATION
the STP CONSIDERATION
"
Targeting:
• Mass Targeting – Targets everyone
Segmentation:
Geographic segmentation:
• the EAEU countries, CIS countries, EU countries and CA countries
Psychological segmentation:
• "Sweet tooth";
• Amateurs;
• Consumers who from time to time buy confectionery;
• People who don't like confectionery.
"
Socio-demographic segmentation
Income:
• Premium products – Candies with raisins, wafers with chocolate icing.
• Basic products – Chocolate, marmelades etc.
Occasion Segmentation – Celebration, After Dinner as a dessert.
"
Positioning:
The confectionery of GNOMES hasan unique taste, and it's comparatively cheape than that of competitors, while maintaining high quality.
PRICING STRATEGY
Pricing strategy is important for companies who wish to achieve success by finding the price point where they can maximize sales and profits [5]. There are many pricing strategies, but I have decided to choose a psychological pricing.
- By pricing products strategically, GNOMES may increase sales without significantly reducing prices.
- Since GNOMES is a new participant of the confectionery market, it will take a little time to get used to. In this case, psychological pricing will help quickly adapt to the market situation.
2015
2017
2018
2019
TIMELINE
NOW
There are several reasons why we chose this strategy:
- Let’s say that you’re buying a confectionery for the first time and know nothing about it. Of course, you automatically by the cheapest one.
- 99 tenge is psychologically "less" in the minds of consumers than 100 tenge. It's a minor distinction that can make a big difference.
This type of pricing is used when the marketer wants the consumer to respond on an emotional, rather than rational basis. The seller will charge 99 tenge instead of 100 tenge or 199 tenge instead of 200 tenge.
the CONCLUSION
2. Also, it is necessary to invest in research projects. Continuous development of new types of sweets and candies will help the company to gain a leading position. Moreover, the company must always find new markets, new consumers and new ideas.
1. Confectionery products are goods that will always be in demand. That's why we chose to open GNOMES. For sustainable development of the company, we must carefully consider all of the above factors and strategies. It will increase the competitiveness of the firm in the global and local confectionery market.
CONCLUSION
3. As well, it is important to monitor the political, economic and social situation, the level of competition and the level of supply and demand for confectionery in the international market. Any changes in these areas have a direct impact on GNOMES Thus, we must try to adapt its policy to the needs of modern society, to the needs of consumer and to the needs of the world.
4. We think that, if our enterprise will comply with all these rules and recommendations, this will lead the company to the "sweet life".
2. Also, it is necessary to invest in research projects. Continuous development of new types of sweets and candies will help the company to gain a leading position. Moreover, the company must always find new markets, new consumers and new ideas.
1. Confectionery products are goods that will always be in demand. That's why we chose to open GNOMES. For sustainable development of the company, we must carefully consider all of the above factors and strategies. It will increase the competitiveness of the firm in the global and local confectionery market.