| Abstract [eng] |
Dairy industry occupies a central position in economic policy of the EU, which means that the Lithuanian dairy industry offers huge opportunities for operators to create higher value-added products. In this way they can increase the competitiveness of their products. It became a very real possibility, due to constantly declining global trade restrictions and the increasing demand for healthy food lines, which make it possible to promote healthy lifestyle and have positive effects on health. According to Lithuanian Institute of Agrarian Economics the largest relative value-added in milk processing industry brings ice-cream (approx. 94 percent). Consequently, ice-cream industry of milk-processing sector is important for Lithuanian economy and must be analyzed and evaluated. The present situation in ice-cream industry reveals that the marketing strategy decisions are necessary for manufacturers to reduce the invading of private brands (hereafter PB) into the market. In assessing the market trend of an ice-cream in the past few years – PB sales in Lithuania continued to grow. Difficult economic situation promotes bigger popularity of PB. Therefore, the actual ice-cream manufacturers must look for new products, which are of interest to the market and would break the current situation. These are the reasons which led me to choose an ice-cream market as a study object. Specifically – the introduction of the new product to the Lithuanian ice-cream market. |
