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UNDERSTANDING AS A FORMULA OF SUCCESS: MARKET RESEARCH OF BRAND CONSUMER PERCEPTION
08 August 2023
THE PETRUKHA BRAND HAS BEEN ON THE MARKET FOR OVER 15 YEARS. IT HAS FOUND ITS OWN LOYAL CONSUMERS BOTH ON THE BELARUSIAN AND RUSSIAN MARKET. THE BRAND PROMOTER PROPORTION IS INCREASING WITH EACH YEAR.
The brand conducts regular various researches to update its target segments, develop product solutions, and get an insight into the current market position and growth points.
A large-scale market research of Petrukha brand consumer perception on the Russian market was completed in June 2023. The research findings allowed determining the current brand position, specifying the target audience profile and the competitive position in the consumer rating, adjusting the communications strategy, and outlining new comprehensive product proposals for different target audience segments.
The Petrukha brand image meets consumer demands and mainly complies with the ideal brand characteristics for chicken products based on the research findings. The brand product packaging is one of the key strengths and attracts not only with its contemporary design but also with its reliability and leak integrity. Petrukha has the minimum gap between the ideal brand and the actual estimate based on the key indicators. High stable product quality and a wide product range with unique positions (steaks, medallions, mini fillets, mini drumsticks, boneless chicken quarters) were among the main selection criteria for Petrukha, according to respondents. The brand has a huge potential for development both in the selected target segment and in new audience clusters.