Use of regional benefts for marketing positioning of Bulgarian yogurt

Teodor Radev, Tihomira Radeva

Abstract: Bulgarian yoghurt market is saturated with supply, and competition is force. In response to these challenges, each manufacturer looks for that element to distinguish its products in the market and give assurances to the consumer on the product quality. Use of regional advantages in positioning the product enables businesses to implement regional marketing in the management of their business The aim of the article is to identify the key elements used for positioning of yogurt on the market. The subjects of research are 20 manufacturers of dairy products – the biggest. Manufacturers use local cultural traditions, suitable conditions for the production of yogurt and good location of the production base when they position yogurt on the market. These regional advantages are reflected in names used as trade marks, the aesthetic design of the packaging of products, content and emphasis in communication with users and the organization of the distribution activities of companies. In this way they create corporate competitive advantages that cannot be copied by competitors.

Keywords: marketing positioning; regional benefits; strategy; yogurt

Date published: 2017-09-13