Experiential Marketing as a Tool of Improvement of Competitiveness of Enterprises in the Market of Bread and Bakery Products

Abstract

The article studied the Russian market of bread and bakery products. In order to determine the organoleptic properties of bread and bread products a 5-point rating scale was designed. On the basis of the developed method we carried out an organoleptic evaluation of well-known types of Russian bread: Barskiy, Trapeznyy, Appetitnyy, Grozd and Izyskannyy by a 5-point scale, and on this basis the radar chart was built. While determining the degree of superiority of one product over another under those conditions, in which operation or use of the goods by the consumer is realized, one use the method qualimetric assessment that allows getting indicator of quality in the form of a numeric value. While determining the degree of superiority of one product over another under those conditions, in which operation or use of goods by consumer, method of qualimetric assessment is used, which allows getting quality indicator in the form of a numeric value. In order to provide an objective assessment of the quality of a product it is necessary to formalize the criteria of quality that is to present them in a form of an array of digital data. Then the authors performed a calculation of the integral index of competitiveness of bread and bread products. During the process of research the authors conclude that the high quality of product is not enough for it to be in demand by consumers. Consequently, during calculation of the integral index of relative competitiveness of the samples of bread under research it is necessary to divide the indicators of quality into groups: functional, aesthetic, economic and marketing. In this example, use of experiential marketing in promotion of Appetitnyy bread will allow improving its competitiveness up to 0.80 and making it the most competitive one among the products under research.

DOI: 10.5901/mjss.2015.v6n3s6p11