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activate the customer´s interest in buying the product. Implementation of advertising andPR is a cost item for the enterprise. The amount of funds entered into advertising and PRis based on a comparison between actual and desired effect. Monitoring the efficiency ofadvertising and PR should be oriented primarily on measuring of microeconomiceffects. Through this communicative effects in conjunction with other tools of marketingmix can be measured impact on sales (though not exactly) because the ultimate goal isobviously the economic impact of business activities.Contact Addressdoc. Ing. Anton Kretter, PhD.Slovak University of Agriculture, Faculty of Economics and Management, Departmentof marketing, Tr.A.Hlinku 2, 94976 Nitra, Slovakiae-mail: anton.kretter@fem.uniag.skIng. Zdenka KádekováSlovak University of Agriculture, Faculty of Economics and Management, Departmentof marketing, Tr.A.Hlinku 2, 94976 Nitra, Slovakiae-mail: zdenka.kadekova@fem.uniag.sk77
5 (54) 2011Ľubica Kubicová, Zdenka KádekováMarketing strategy of the new product introductionon the marketThe paper points at the choosing the effective marketing strategy whenintroducing the new product on the market. In today´s market the supply of the mostproducts prevails over their demand. If the market is saturated, the innovation is one ofthe important tools for the intensive products penetrating to the customers. The aim ofthe product innovation is the partial change, improvement of the current performance aswell as the substantial changes and creation of the entirely new products. The importantsources of innovation include basic and applied research, which can afford mostly thestrong and large companies such as Danone Group that is the largest producer of freshdairy products in the world and the world´s second largest supplier of the mineral water.IntroductionDanone Group executes its business in an environment that is rapidly developingwith constant and increasing requirements on the product quality. Danone ( known asDannon in the USA) is a global leader in the segment of fermented milk products, whichsince its inception deals with the health food. In some probiotic cultures the experimentalstudies have proven their health-promoting nature. As was the case Bifidobacteriumanimalis lactis DN-173 010 (CNCM 1-2494), the strain used in the manufacture ofActivia, which helps regulate digestion. Hundreds of these cultures were studied andtested, while only fifty are currently used in the manufacture of Danone productsworldwide. Our aim is to analyze the marketing strategy of introducing the newfermented milk product Activia Sweet Strawberry on the market. For choosing the rightstrategy is necessary to know and analyze the current situation on the market of milk andmilk products and determine the attitudes of those consumers who represent animportant attribute in strategy formulization.Consumption of Milk and Dairy Products in SlovakiaEverywhere in developed countries, dairy is among the leading sector ofnational economy and has a deep all-society meaning regarding the importance ofnutrition in the population. Each developed country in the world tries to reach the self-78
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5/54Zeszyty NaukoweSzko³y G³ówne
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RADA PROGRAMOWABogdan Klepacki (SGG
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Rizovová Beáta, Gašparíkov Vero
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Według średniego wariantu szacunk
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Kluczowa dla zrozumienia możliwoś
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Deklaracji w zakresie praw politycz
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ezpieczeństwa żywnościowego powi
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zbóż drastyczne wzrosły z dużym
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11. Międzynarodowy Pakt Praw Gospo
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Figure 1. Structure of sales area s
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Figure 3. Structure of retail sales
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etail sector is also particularly i
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• modernity - the introduction of
Page 27 and 28: time, place and form. Trade respons
Page 29 and 30: The retailer must sometimes very qu
Page 31 and 32: equipped with a pretty clear sign t
Page 33 and 34: them. Also, very often the wrong wa
Page 35 and 36: liquidated. Currently, fruit and ve
Page 37 and 38: 5 (54) 2011Jarosław GołębiewskiZ
Page 39 and 40: nowe formy zawierania transakcji, o
Page 41 and 42: koszty połączeń internetowych or
Page 43 and 44: on ewoluować z poziomu taktycznego
Page 45 and 46: Rysunek 1. Model 3iUczciwość mark
Page 47 and 48: produkcji, system informacyjny, sys
Page 49 and 50: hiperkonkurencja, problemy środowi
Page 51 and 52: 5 (54) 2011Ing. Katarína Kleinová
Page 53 and 54: Why is it important to have a good
Page 55 and 56: oles in international relations, tr
Page 57 and 58: Scheme 2 Do you think that the inha
Page 59 and 60: REFERENCES[1] GfK USA. 2011. The An
Page 61 and 62: potrzeba przetrwanie skutków globa
Page 63 and 64: Rysunek 2. Liczba zakładów ubezpi
Page 65 and 66: Wzrastający udział w rynku stanow
Page 67 and 68: W 2002 r. poprzez placówki bankowe
Page 69 and 70: Portugalii, czy Włoch, gdzie udzia
Page 71 and 72: companies from the Polish Financial
Page 73 and 74: The increase in advertising expendi
Page 75 and 76: memo ability ads an advertisement b
Page 77: the sales can be find out from the
Page 81 and 82: Graph 1: Consumption of Milk and Da
Page 83 and 84: Graph 3: Consumption of Yoghurt per
Page 85 and 86: On the basis of the income elastici
Page 87 and 88: Producers of Activia Sweet Strawber
Page 89 and 90: ConclusionWhen the new product come
Page 91 and 92: them in the best possible way with
Page 93 and 94: "The integration of business practi
Page 95 and 96: DJSI indexes belong to the world's
Page 97 and 98: space for staff training in this ar
Page 99 and 100: Policy to the community:11. Does yo
Page 101 and 102: SummarySocial responsibility and et
Page 103 and 104: prowadzi do zwiększenia bieżącej
Page 105 and 106: ozwijające się wskazują na wyst
Page 107 and 108: wykorzystanych w dalszej części o
Page 109 and 110: Tabl. 1. Wyniki oszacowania paramet
Page 111 and 112: 8 16,4 83,6 24,1 75,910 22,1 77,9 2
Page 113 and 114: Z kolei, uwzględniając współczy
Page 115 and 116: Literatura1. Diamond P.: National d
Page 117 and 118: - przemysł spożywczy,- handel i d
Page 119 and 120: żywnościowego nie należy bowiem
Page 121 and 122: wpływ na swoje towary. Rolnik musi
Page 123 and 124: produktów i usług do konsumentów
Page 125 and 126: Specyfika marketingu w agrobiznesie
Page 127 and 128: maksymalizację zysku, na pragnieni
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dóbr i usług wybranym klientom w
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14. Pilarczyk B., Nestorowicz R., M
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Fibres from sunflower stems are use
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the incoming world economic crisis,
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Tab 4 Break-event points of sunflow
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5 (54) 2011Beáta Rizovová, Veroni
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CostsImportance ofmedia withincommu
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4 TABLE 3. TOP 10 ADVERTISERS AND T
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Own surveyFor processing the proble
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Following chart 3 give a review of
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Information about authorsIng. Veron
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27 also agreed to further cut direc
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In new EU budget perspective for th
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Table 2 shows agrarian commodities
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Contact AddressIng. Patrik Rovný,
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welcomed by agrarian producers with
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they receive until December and in
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Table 1 Structure of agricultural e
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the year 2004 the change in the lev
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3 Total liquidity (L3)Analysis of l
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make effort for its development and
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5 (54) 2011Dušan ŠimoForeign trad
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the sales network of food chains an
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Table 3 shows the significantly inc
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5 (54) 2011Dariusz StrzębickiSelli
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• monetary value of agricultural
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Figure 2. The website of the citrus
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service, to reduce promotional cost
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• USDA Never Ever Three - means t
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quality. The products offered on th
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Many of these electronic commerce B
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commodities the market also offers
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• thanks to the electronic market
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delivery points. The warehouses are
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10. Stone J.: Local farmers sell pr
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- Means to finance the start of com
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of investment in EUR is 132 776 and
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Table no. 3 Overview of suitable fi
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Slovakia lags behind not only the c
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The main sources of information in
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5 (54) 2011Marián TóthImpact of C
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ResultsTaking into account the comp
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possible and the importance of subs
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Figure 3Profit/hectare of agricultu
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