Evaluation of Russian market potential for developing positioning strategy of food safety product

Abstract

Launching new innovative products to markets is a complicated process which depends on the impacts of various factors. Many companies are relying on the results of marketing analysis which provides data about markets which can be profitable for launching new product. This is an important part of the innovation process. Nevertheless, right selection of such markets it is just the beginning of marketing process which cannot guarantee the unconditional success. Choice of the right positioning strategy plays the significant role in this process. The aim of this study was to determine which factors influence the most in the choice of the most suitable positioning strategy and how to measure their influence. In order to develop tool which can help companies to select the right positioning strategy the case company was chosen. Identification of such factors was made based on the interviews with marketers of the case company. Analysis of interviews and literature has shown significant influence of psychographic factors and innovation type on customers’ perception of the positioning strategy. Based on results of interview the simulation model in “iThink” software was built, which can be integrated in the process of the positioning strategy selection. Simulation model of positioning innovations on local markets is based on psychographic segmentation of different markets, type of innovations.