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The Moscow market of pel'menis

The Moscow market of pel'menis

Pel'menis are primordially the Russian product loved(liked) by consumers, therefore it is no wonder, that the market of pel'menis in Russia is very diverse. Pel'menis become more and more popular especially at today's universal deficiency of time as manufacturers in every possible way try to satisfy even the most refined taste, letting out all new and new marks. On the today's moment in the Moscow market it is submitted about two hundred fifty manufacturers and more than 400 various marks of pel'menis. And the quantity(amount) of the shops having in the assortment pel'menis, with each year is increased. Now in Moscow seldom you will meet grocery shop in which assortment pel'menis would not be submitted, in supermarkets it is frequently submitted about 60-70, and sometimes and more various marks.

Price situation in the Moscow market of pel'menis

Production submitted in the Moscow market can be divided(shared) into four price categories conditionally:

  • Элитные pel'menis (more than 100 roubles / kg). Are made of high-quality raw material, as a rule, a manual moulding. Manufacturers of such production besides try to use original packing, such as linen мешочки, wooden boxes, cardboard boxes of the unusual form.
  • The maximum(supreme) price category (65-90 roubles / kg). The pel'menis made of qualitative raw material in bright colourful, however, enough typical packing. To this category it is possible to attribute(relate) the majority of production of concern " Дарья " offering more of ten of various marks.
  • Medium price category (45-65 roubles / kg). The most popular category among consumers. The economy is reached(achieved) due to use of less dear(expensive) packing and raw material. To it(her) it is possible to attribute(relate) production Колпинского of food combine, Останкинского МПК (Moscow), Бирюлевского combine ("БИКОМ", Moscow), pel'menis under mark « the Snow country ».
  • The lowest price category (less than 45 roubles / kg). Now in each microdistrict of Moscow the set of the small enterprises which are letting out various food stuffs, including pel'menis is created. Production of these manufacturers frequently uses sufficient popularity due to quite good quality under very much acceptable price which it is possible to provide due to absence of colourful packing, minimal publicity expenses and economy on raw material.
Some manufacturers, aspiring to capture the greatest number of consumers, let out very wide assortment of production, starting(beginning) from the cheapest marks and finishing expensive(dear) элитными marks.

By results of research of 30 Moscow shops to the marks most widespread and submitted in shops it is possible to attribute(relate) production of concern " Дарья ", in many respects it is defined(determined) by a variety of offered marks and the mass advertising company. Production of petersburg manufacturers, such as concern " Равиоли ", "Морозко", "Талосто" and many others also is widely submitted.

Table 1. The prices for the most widespread marks of pel'menis in shops of Moscow

The name of mark Packing Packing The price
The snow Country      
Juicy 430гр Package 21,6
Classical 430гр Package 21,6 - 28
Domestic 430гр Package 21,6
Shelf      
Country 450гр Package 28,6 - 28
Capital 450гр Package 28,6
Dining rooms 450гр Package 30,15
МПЗ "Дарья"      
"Дарья" classical 450 гр Package 42,9-45,4
"Дарья" with the hen 450 гр Package 39 - 43,2
"Дарья" with garlic 450 гр Package 42,9
"Дарья" with meat young бычков 450 гр Package 45,5 – 49,5
"Дарья" with meat of dairy pigs 450 гр Package 45,5
"Дарья" domestic 450 гр Package 42,9 – 52,6
" Petersburg RELISH " classical 400гр Package 29,7
" Petersburg RELISH " with garlic. 400 гр Package 39,4
« Kind product » traditional 450 гр Package 34,35
« Kind product » Siberian with garlic 450 гр Package 34,35
« The Thick cook » classical 450 гр Package 33,65
« The Thick cook » captain's 450 гр Package 33,65
Равиоли Дарья present № 1 450 гр Package 30,7
Равиоли Дарья with meat and vegetables № 3 750 гр Package 51,15
Равиоли Дарья with spinach № 4 750 гр Package 51,15
Concern " Равиоли "      
"Равиоли" with addition of mutton 750 гр Package 60,65
"Равиоли" with garlic 750 гр Box 57,9
"Равиолло" classical 450 гр Package 33
"Равиолло" with meat young бычков 450 гр Package 35
"Морозко" С.-item.      
Exhibition 500 гр Package 31-90
Exhibition, three packages in one 1,5 kg Package 63-80
Field classical 450гр Package 34,1
Field with meat young бычков 450гр   34,1
Russian 1 kg Package 39,15
Siberian 1 kg Package 39,15
Capital 500гр Package 22,65
"Талосто"      
"Powerful" 1 kg Package 44 - 46,9
"Powerful" 500 гр Package 22 - 23,6
"Powerful" with garlic 500 гр Package 23,6
"Gladiator" 450 гр Package 35,05
" Itself Самыч " 450 гр Package 28,8 - 38
" Itself Самыч " with veal 450гр Package 40 - 41,7
" Itself Самыч " with fennel 450 гр Package 37,7 - 39,45
" Itself Самыч " with the hen 450 гр Package 37,1
" Student's vacation " 500 гр Package 21
Колпинский food combine      
"Колпинские" 1 kg Package 53,25
"Колпинские" 500 гр Package 31,7
Петроимпорт      
" Mum Мия " 0,3 kg Package 27,4
" Mum Мия " 450 гр Package 40,35
" My family " 500 гр Package 28,8
" My family " 1 kg Package 54,75
Open Company " ASSORTMENT of the joint venture "      
"Тураковские" 1 kg Package 42
Open Company " humming-bird " St.-Petersburg      
"Old Russian" 500 гр Package 18
"Old Russian" 1кг Package 32,5
" Останкинский МПК " Moscow      
Pel'menis " № 2 Original " 500 гр Box 23,4
"Останкинские" 500 гр Box 29,85
"Russian" 500 гр Box 29,2
"Nourishing" City 500 гр Box 17,45
"Nourishing" Amateur 500 гр Box 17,45
"Nourishing" Slavic 500 гр Box 17,45
"Taiga" 500 гр Box 23,1
"БИКОМ" (Бирюлевский combine) Moscow      
"Арбатские" 500 гр Package 21,6
"Merchant" 500 гр Package 18,75
Open Company " Райпотребкооперация " St.-Petersburg      
" Three pigs " classical 500 гр Package 27,2
ТМ " Russian hit " Open Company " Мособлпродукт " Electrostal      
" Russian Hit " Russian 450гр Package 29
" Russian Hit " Siberian 1кг Package 74,3
Open Company " Мособлпродукт " Electrostal under the license of Open Company " ЭСНА-ТМ "      
"Relish" Irkutsk 450 гр Box 42-70
"Relish" Siberian 450 гр Box 40,5 – 42,7
"Relish" Russian 450 гр Box 41,5 – 42,7
Open Company " agency MLM "      
"Chinese", 450 гр Box 30-80
"Classical" from ММБ 450 гр Box 28-50
Open Company " company " Samara      
From Палыча 1 kg Box 159,5 - 193
From Палыча 500 гр Box 84,1 - 98
From Ильиной, Bryansk      
Imperial with a salmon 270 гр Box 103-50
Domestic Siberian 450 гр. Box 60 – 62,7
ТМ « From the mother-in-law », Open Company " mother-in-law ", Samara      
Russian 450 гр Box 57,6
Threefold 450 гр Box 73-70
For the son-in-law 450 гр Box 77-40

Quantitative research:

Sample: in total it was interrogated 93 persons from them 6 person (6,5 %) do not buy pel'menis in general.

Structure of sample: 71 % - women, 29 % - men.

The majority interrogated buys pel'menis 1-2 times in one month (59 %). Less often than 1 time per one month buy pel'menis of 34 % interrogated. The staying of 7 % buy pel'menis 1-2 times per one week, each day anybody does not buy (rice. 1).

27 person (31 %) have no favourite mark of pel'menis. From those who has favourite mark the majority prefer "Дарью", on the second place "Relish", on the third - "Siberian", other названые marks (« Itself Самыч », "Тураковские", "Powerful", "Равиоли", « from Палыча ») have typed(collected) on 2-3 %.

The choice of pel'menis in shops is simply huge, colourful packings, rich assortment, on what only do not go manufacturers to draw attention to production. However, the consumer is interested first of all with taste, 67 % interrogated have specified this criterion of a choice of the defined mark of pel'menis (see rice. 2). Even the price appeared on the second place (33 %) that shows, that the consumer is ready to pay more for production having high flavouring qualities. Also 33 % interrogated have specified high quality of production as criterion of a choice. According to familiar have chosen the defined mark of pel'menis of 10 %. Good appearance appeared determining criterion for 9 % опрошеных.

And consumers pay attention to packing and appearance of pel'menis, only 18 % interrogated have told, that for them it has no value. And accordingly 40 % have specified importance of appearance of pel'menis, 42,5 % have noted, as packing and appearance пельмений play the important role.

As to given production in the market it is submitted much and the diversified manufacturers try to struggle for the consumer by massed advertising on TV, publicity boards in streets and booklets in shops. However the most part опрошеных () has specified 63,2 %, that advertising of any influence on their decision on purchase does not render. 18 % have recognized, that makes purchases under influence of advertising, 18 % were at a loss to estimate influence of advertising on their decision on purchase of pel'menis.

Among interrogated people prevailed, whose families consist from 3-4 person (57,5 %), nevertheless, in quality of the most preferable packing was named 350-500, that is on such family it for one supper (dinner). Packing 500-700 г and 750-1000 г was preferred accordingly with 22 and 29 %. Packing more than 1 kg and less than 350 г, as well as weighed out pel'menis does not use special popularity (see rice. 3).

One more important factor having key value for the consumer is the price (see fig. 4.). As has shown interrogation, the majority is guided by purchase of pel'menis of medium (40-60 roubles for kg - 34 %) and is above the average a price range (60-75 roubles for kg - 37 %). 14 % interrogated are guided by expensive(dear) pel'menis, under the price more than 75 roubles for kg. The price has no value for 8 % interrogated. Cheap pel'menis (less than 40 roubles for kg) buy 7 % interrogated.

TO DISCUSS this article ../Forum/default.asp?id=1&LC=2

Полина Ермошкина,

Conducting expert - маркетолог of an IMC "Moscow"

On other themes you can read marketing reviews of the food market of Russia, and also reviews ../DocumOborot/DocumPubShow.asp?FolderID=454&RegionID=&CurrentPage=1&select1=144&select1=

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