RESEARCH ON CANNED MILK MARKET IN THE CITY OF KEMEROVO

Analysis of canned milk market in the city of Kemerovo conducted by market research is presented. A brief description and classification of market research are given. Manufacturers and canned milk brands presented in retail trade network have been studied. It has been revealed that the market of canned milk in the city of Kemerovo is represented by 14 manufacturers and 15 brands, the highest share being occupied by "Kuzbasskonservmoloko" company with the trademark "Tyazhin". The appearance of new brands designed for children and adolescents as well as new types of packaging of different sizes have been marked. As far as a foreign manufacturer is concerned, Belarus dairy products have been only presented. The appearance of the canned milk products in retail trade network under their own brands has been noted. Conducting the major survey it has been revealed that the majority of respondents (60%) use condensed milk regularly, the trademark "Tyazhin" being the most preferable among the represented brands. Condensed full cream milk appears to be the most popular type of canned milk. The study results have been used to work out recommendations for product promotion in the market.