Dalnyaya lnyaya Us Usadba dba Fresh chilled meat Natural product Closer to nature
Chilled semi-finished product market development factors The demand is switching to chilled products Pursuit of healthy food Population’s active life style leads to necessity of quick food preparation Tendency to buy safe (quality) products Increase in retail chain sales Risk factors Large share of weighted semi-finished products produced at supermarket shops, markets; There is no cultural basis for consuming packaged chilled meat semi-finished products
Why is it beneficial for retail chains? SHORTCOMINGS of manufacturing ADVANTAGES of selling packaged semi-finished products at semi-finished products manufactured supermarket shops by food producers • It’s impossible to guarantee product • Extension of product shelf life (from safety (microbiology, hygiene) 3 to 10 days). • Product appearance is not always • Cost reduction relevant to good (traditional packaging, short maintaining own food manufacturing shelf life) shops • Limited information for consumers • Product quality management • Meeting consumer demand for (no expiration date, unknown producer) quality modern products • Consumer requirements to product • Product quality is guaranteed by the quality tend to change producer
HOW DO CONSUMERS CHOOSE CHILLED MEAT? (Research conducted in Izhevsk and Perm) Consumers perceive chilled natural semi-finished There are 2 types of consumers: the first products as meat. « Semi-finished products are prefer buying meat in stores (supermarkets, Choose chilled meat processed meat e.g. mincemeat », « Chilled products brand retail stores), the second – in the preserve all useful properties of meat » market because it’s healthy, delicious, and natural “Eco - friendliness” Transparent tray drives promotion of meat Meat should be seen from Easy to cook (handy, different angles (popularity saves time) of weighted product) « I buy handy products. If I need to cook something quickly, Meat quality is defined by its chilled products don’t appearance Freshness of meat, need to be defrosted » (color, absence of veins, ice, and shelf life is crucial fat) « By color, appearance, there shouldn’t be any mildew, blue veins, and ice ». « If you press it and it returns to its original shape, than the meat is good ». « You can touch and smell chilled products to find out how fresh they are »
BRAND Dalnyaya Usadba is a regional brand that was created on the basis of consumer preferences, it meets the requirements of the modern rapidly developing market. 1. Product characteristics: eco-friendly, natural, produced in an environmentally sustainable region. 2. Price positioning: « Medium +» . 3. Customer profile: a person having median income aspiring to buy natural, eco-friendly products.
BRAND’S COMPETITIVE EDGE STRENGTHS CUSTOMER’S BENEFITS Strict technical and technological control at all production stages (from animal feeds to end product) allows us to High quality product ensure product quality, safety and eco-friendliness Extension of shelf life for chilled meat to 10 days without Deploying modern loss of product quality characteristics, handy product packaging solutions: display, and product’s hygiene protective atmosphere Orientation on various consumer requirements and tastes Wide product range The products meet the growing demand for healthy Chilled meat food, easy to cook and handy products
PACKAGING Label Logo « Fresh chilled meat » emphasizes The product is easily seen, Depicts a farm, alludes orientation on a wide range the product’s quality to “the place of of consumers – production manufacturing” facilities work at their full capacity Green color Association with “eco - friendly” product “ Vostochny ” producer’s quality Transparent tray guarantee mark You can see the product from all angles Slogan : « Dalnyaya Usadba » closer to nature »
PRODUCT VARIETY Bacon for barbeque Pork brisket Pork stew Pork chop Bone-in pork chop Pork shoulder Pork leg Pork for barbeque Pork filet Marbled pork neck Pork schnitzel Pork escalope Pork tenderloin Mincemeat Beef semi-finished products Marinated semi-finished products
MARKETING SUPPORT А5 sticker Transport branding А2 poster Wobbler Product presenter Shelf talker
BRANDED EQUIPMENT Guaranteed shelf space in retail stores Vibrant point of sale that attracts customer’s attention Point-of-sale advertising The opportunity to display a wide product range The equipment ensures proper storage of products
CONTACTS KOMOS GROUP Trading company LLC Office: 426063, The Udmurt Republic, Izhevsk, Ordzhonikidze street, 2 Phone/fax +7 (3412)947-700 Warehouse: The Udmurt Republic, Izhevsk , Mayakovskogo street, 48 Phone/fax +7 (3412) 905-150, Vostochny LLC 427023, The Udmurt Republic , Zavyalovsky district, Italmas village, building 15 Phone +7 (3412) 941-200, 941-202 Fax +7 (3412) 952-399 www.dobromyasov.ru www.vostoc.ru www.komos.ru
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