ANALIZA PIEȚEI IAURTULUI

7/25/2019 ANALIZA PIEEI IAURTULUI

1/13

ACADEMIA DE STUDII ECONOMICE

FACULTATEA BUSINESS SI TURISM

ANALIZA PIE EIIAURTULUI

APOSTU ANCA-ALEXANDRA

ARTENI ALEXANDRA AVRAM ANA-MARIA

GRUPA 301

BUCURE TI

2015


2/13



CUPRINS

I.Produu!

II.A"#!$%# o&'r('$

III.A"#!$%# )'r'r$$

IV.D$(r$*u $#

V.Pr'

VI.Pro+o,#r'# roduu!u$

VII.Co")!u%$$

VIII.B$*!$or#&$'


3/13



I.PRODUSUL

A.S)ur( $(or$)

I#ur(u! '(' u" rodu o* $"u( r$" &'r+'"(#r'# "#(ur#!/ # !#('!u$ u* #)$u"'#

*#)('r$$!or !#)($)'.

Or$$"'# $#ur(u!u$ '(' o*)ur/ d#r ' ) r'uu"'r$ )/ #)'(# #r &$ #/ru( "Or$'"(u! M$!o)$u 4$ A$# C'"(r#!/ )u +$!'"$$ " ur+/. Co#u!#r'# !#('!u$ # &o( d'$urd')o'r$(/ #*o!u( d$" "(+!#r'. 6" &o#r(' +u!(' /r$7 Gr')$# Tur)$# Mo"o!$# #u I"d$#)o"u+#r'# $#ur(u!u$ )' #r(' d$" (r#d$$' d#r ")'"d )u #"$$ 820 #$ ')o!u!u$ #! XX-!'#$#ur(u! ' r#"d'4(' $ " Euro# O))$d'"(#!/.

I#ur(u! &o( )o+'r)$#!$%#( '"(ru r$+# o#r/ " 1919 )"d C#r#o ")'' / ! rodu)/ "B#r)'!o"# 4$ 4$ "u+'4(' #)'r'# :M$)u! D#"$'!:. D#r d'$ #(#%$ 30; d$" ou!#($# !o*u!u$)o"u+# $#ur( " +od r'u!#( $ '(' u" #!$+'"( &o#r(' #r')$#( '"(ru u(u! #u $#ur(u! #,'#u" (#(u( ##r(' !# ")'u(u! ')o!u!u$ "o(ru - )"d 'r# )o"u+#( do#r !# $"d$)#($# +'d$)$!or ' )# d' !o)u$(or " ($+ )'r' '='+!u " Bu!#r$# u"( )o"u+#(' 1? > U"#r$# 1@ > C'$# 1 > $#r " r#"(# 33 >' )# d' !o)u$(or ' #".

B.G#+# or($+'"(#!/ '=$('"( ' $# # $#ur(ur$!or

G#+# or($+'"(#!/ '(' u"# ,#r$#(/ $ )ur$"d' d$,'r' ($ur$ d' rodu'7

Du/ "#(ur# !#('!u$ &o!o$( !# r'#r#r'# !u$ $#ur(u! ' )!#$&$)/ " 3 )#('or$$7

- $#ur( d$" !#(' d' ,#)/

-$#ur( d$" !#(' d' o#$'

-$#ur( d$" !#(' d' *$,o!$/.

Du/ )o"$"u(u! d' r/$+' $#ur(u! d$" !#(' d' ,#)/ ' )!#$&$)/ " (r'$ ($ur$7

- ($ '=(r# F d$" !#(' uu u"'$ )o")'"(r/r$ #r$#!' )u ?; r/$+'

- ($ r# - )u 32; r/$+'

- ($ !#* d$" !#(' +"("$(H - )u 01; r/$+'.


4/13



P' $# # ro+"'#)/ ' +#$ /')7

- $#ur( )u &ru)('

- $#ur( d' */u(

- $#ur( "#(ur#!

- $#ur( )u &$*r' 4$ )'r'#!'.

II.ANALIZA OERTEI

A.Pr$")$#!$$ o&'r(#" $

Pr$")$#!$$ o&'r(#" $ d' ' $# # $#ur(ur$!or d$" Ro+#"$# u"(7

-DANONE

-RIESLAND OODS

-ALBALACT

D#"o"' '(' )'# +#$ +#r' )o+#"$' rodu)/(o#r' d' $#ur(ur$ d$" !u+'. Co+#"$# ##u" " Ro+"$# " #"u! 199 r$" #)$%$$# #)($,'!or u"'$ &o(' *r$)$ d' !#)(#(' d$" Bu)ur'4($.D$" 199@ 4$ $")'' o'r#$u"$!' " Ro+"$# r$" d$(r$*u$# d' rodu' $+or(#(' d$" Po!o"$# 4$U"#r$#. 6" #"u! 1999 D#"o"' ")'' rodu)$# d' $#ur( " Ro+"$#.

Co+#"$# d'$"' u" or(o&o!$u )' d'/4'4(' 0 d' r'&'r$"' d' rodu r$")$#!'!' +/r)$&$$"d7 A)($,$# D#"o"$"o A)($+'! Nu(r$d# ru(+#"$# Cr'+oo D#"'((' C## Bu"# 4$ #+#(r#d$$o"#!/7 D#"o"' S#"# D#"o"' S+"("/ 4$ D#"o"' L#(' Pro#/(.


5/13



I" 2009 rodu)#(or$$ o!#"d'%$ d' !#)(#(' Frieslandood 4$ C#+$"# #u &u%$o"#("ou# )o+#"$' &or+#(/ "u+$"du-' r$'!#"dC#+$"#. I" ur+# #)'('$ &u%$u"$r$'!#"dC#+$"# ,# d','"$ )'! d'-#! (r'$!'# )'! +#$ +#r' rodu)/(or d' !#)(#(' !# "$,'! +o"d$#!.P' !#" !o)#! r$'!#"dC#+$"# '(' r'r'%'"(#(/ r$" r$'!#"d ood Ro+"$# !$d'ru! $''$!#)(#('!or d$" u")( d' ,'d'r' #! )$&r'$ d' #)'r$ " ($+ )' C#+$"# rodu)' 4$ )o+'r)$#!$%'#%/r$" $"('r+'d$u! u"u$ #r('"'r$#( ")'$#( )u rodu)/(oru! d' !#)(#(' Co,#!#)(.

M/r)$!' r$" )#r' )o+#"$# '(' r'%'"(/ " Ro+"$# u"(7 M$!!$ O>' Do( 4$ Co+!'(#.

P' !"/ *r#"dur$!' $"('r"#$o"#!' d'$"u(' d' ru &$!$#!# d$" Ro+"$# d'$"' 4$ *r#"dur$!'N#o!#)( 4$ N#o)#.

I"&$$"#(/ " 19@1 u* d'"u+$r'# d' I"(r'r$"d'r'# d' I"du(r$#!$%#r' # L#('!u$ A!*# SCAlbalactSA -# r$,#($%#( $" #"u! 1999 r$" !$)$(#($' u*!$)# d')$# &$$"d r$,#(/ #o$ 100;.

I" #"u! 200? )o+#"$# d')$d' / $"(r' ' '+'"(u! !#('!u$ UJT )u u" rodu #dr'#( u"u$'+'"( d' )o"u+#(or$ )',# +#$ ')$#!$ - )o$$$ $ +#+'!'. D' #!(&'! !#)(#('!' '"(ru )o$$ $+$!$' 'r# u" '+'"( &o#r(' u($" K'=!o#(#( )u o o&'r(# d'(u! d' #r#)#. I" d')ur d' do#r u"#" d' !# !#"#r'# *r#"du!u$ u!# ALBALACT SA $'' d$" r#"du! +$)$!or rodu)#(or$ !o)#!$ d'

!#)(#(' $ #u"' " r$+$$ 5 u)#(or$ d' ' $#(# )r')#"d )u '(' 30; )o"u+u! d' !#('#+*#!#( UJT d$" Ro+"$#.

I" ur+# u"'$ $",'($($$ $" ,#!o#r' d' 2 +$!. Euro $" !$"$$ d' #+*#!#r' T'(r##> $" 200 !#"'#%#$" !u"# +#r($' #+# d' !#)(#(' ro#'(' !#(' #('ur$%#( $#ur( $+!u $ )u &ru)(' #"# $ !#('*#(u(H u* *r#"du! Zu%u o "ou/ +#r)/ d' !#)(#(' rodu/ !# (#"d#rd' d' )#!$(#(' 'uro'"'.


6/13



A+*#!#'!' Zu%u u"( o r'+$'r/ ' $## ro+"'#)/ &$$"d *r$)#(' )u )'# +#$ +od'r"/('"o!o$' d' #+*#!#r'.

I" #r$!$' 200@ u!# )' u" # $+or(#"( " '=($"d'r'# #+'$ d' rodu' r$" !#"#r'#$#ur(ur$!or ro#'('. I#ur(ur$!' u"( rodu' du/ r''('!' (r#d$$o"#!' #!' A!*#!#)( d$" )u!(ur$

!#)($)' '!')$o"#(' d' )'# +#$ *u"/ )#!$(#('. $$"d r'#!$%#(' ')$#! '"(ru )o$$ )u"o)u$ dr'('=(r'+ d' r'('"$o4$ #(u")$ )"d '(' ,or*# d'r' #!$+'"(#$' $#ur(ur$!' u!# u"( &o#r('u(o#' #u )o"$('"/ )r'+o#/ 4$ *u)/$ +#r$ d' &ru)('.

Produsele oferite de ctre Danone, Friesland, Albalact

G#+# d' $#ur(ur$ '(' ,#r$#(/ 4$ d$&'r/ d' !# o )o+#"$' !# #!(#. 6" )#%u! )'!or +#$$+or(#"(' )o+#"$$ d$" Ro+"$# #+# ' r'%$"(/ #(&'!7

Co+#"$# D#"o"' d'$"' " r'%'"( )'# +#$ *o#(/ 4$ ,#r$#(/ #+/ d' $#ur(ur$. A)'#(#$")!ud' ur+/(o#r'!' rodu'7 A)($,$# A)($,$# )'r'#!' $"('r#!' A)($,$# d' */u( A)($,$# N#(urHA)($+'! D#"o"$"o Nu(r$D# Nu(r$D# N#(ur#! Nu(r$D# U4or Nu(r$D# 0; Nu(r$D# d'*/u( Nu(r$D# D'!$)$oH C## Bu"/ Cr'+oo Cr'+oo Co)o Cr'+oo S(r#)$#('!!#Hru(+#"$# or($+'"('7 )/4u"$ )$r'4' &ru)(' d' /dur' +#"o $'r$)$H S#,$# S#,$# )'r'#!'S#,$# &ru)(' '=o($)'H.

Co+#"$# r$'!#"d o&'r/ ' $#/ #+# d' $#ur(ur$ +#r)# M$!!$ )' $")!ud'7 $#ur( $+!ud'r'#( $#ur( d' */u( )u *u)/$ +#r$ d' &ru)(' or($+'"('7 )/4u"$ ,$4$"' $'r$)$ %+'ur/&ru)(' '=o($)'H $#ur(ur$ M$!!$ )u O+'# 3.

A!*#!#)( '(' r'%'"(/ ' $## $#ur(ur$!or r$" $"('r+'d$u! ur+/(o#r'!or rodu'7 $#ur(u!+#r)# Zu%u d'r'#( "#(ur#! '=(r# )u &ru)(' d$'('($) d' */u(H $#ur( d$'('($) $#ur( +#r)# u!#u4or "#(urH.


7/13



D.S(#*$!$r'# '!'+'"('!or )#r' $"d$,$du#!$%'#%/ )'!' +#$ $+or(#"(' +/r)$

C'! +#$ &o!o$( )#"#! d' ro+o,#r' '(' ('!',$%$u"'# '(' 9; d$" u*!$)$(#('# d$" +#-+'d$# !# $#ur(ur$ &$$"d #!o)#(# #)'(u$ +'d$u $" ')$#! !# (#($$!' Pro TV A)## A"('"# 1R'#!$(#('# TV $ #"#! D. D$"(r' r',$(' ($(!ur$!'7 M##%$"u! Pror'$, Pro TV M##%$"

Co+oo!$(#" $ C' ' $"(#+!# do)(or' #u #(r# )'!' +#$ )o"$('"(' )o+'"%$. Co")'(u! )#+#"$'$ D#"o"' &o( r'r'%'"(#( d' u" !oo $ u" '#d!$"' #"$,'r#r d'$" d')##) ro+o($o"#! o( TV o( r#d$o ou(door $" r$")$#!'!' or#' d$" (#r# $ r$" #)($u"$d'r'!#($$ u*!$)'.

D#"o"' o)u# $" )o"($"u#r' o%$($# d' !$d'r do+$"#"( $ r$" $"o,#($$!' ' )#r' !' #du)' $"$#(# )r''#%# "o$ '+'"(' d' rodu' $ r'')($, )o"u+#(or$H7 $#ur(ur$ '"(ru )o$$ #+#D#"o"$"oH $ $#ur(ur$ d'&$"$(' d' u" *'"'&$)$u ')$&$)7 d$'(# #"#(#(' u(.

C#(',# +'#' )#r' $"d$,$du#!$%'#%# +#r)# u"(7

KD#"o"' N#(ur#! F KPor($# (# %$!"$)# d' #"#(#(' KD#"o"' d' *#u( F KI#-! )u ($"' or$u"d' $ or$)#"d KD#"o"' d'!$)$o F KD'!$)$o '"(ru (o#(# +$!$# KD#"o"' ru($$+o F KO "'*u"$' d' &ru)(' KA)($,$# N#(ur F KA)($, $" $"('r$or $ (' $+($ *$"' KCr'+oo F KE )r'+# $#ur(ur$!or

III.ANALIZA CERERII

A.U"$(#('# d' )o"u+ d' )u+/r#r' d' d')$%$'

U"$(#('# d' )o"u+ '(' r'r'%'"(#(/ d' )/(r' $"d$,$d. I#ur(ur$!' o( &$ )o"u+#(' d'o #+# !#r/ d' 'ro#"' )u +$)$ '=)'$$.

Co"u+u! 4$ d')$%$$!' d' )u+/r#r' d$&'r/ " &u")$' d' "u+'ro4$ )(or$7 (ru)(ur#+$!$'$ ,r(# 'ro#"'!or r'&'r$"' '(). 6" ood/r$$!' )#r' #u )o$$ #)'4($# o#)/ u" ro!$+or(#"( " )u+/r#r'# u"or )#('or$$ d' rodu' #(u")$ )"d '$ u"( r$")$#!$$ *'"'&$)$#r$ Fd' '='+!u $#ur(u! )u &ru)('. A(&'! )o$$ u* 1? #"$ $"&!u'"'#%/ )o"u+u! d' $#ur( )u &ru)(' "roor($' d' 23;. 6" ood/r$$!' " )#r' '=$(/ )o$$ )u ,r(# )ur$"/ "(r' 1? 4$ 1 #"$ ro!u!#)'(or# " #)$%$$o"#r'# #)'(u$ ($ d' rodu '(' )o"$d'r#*$! +#$ +#r' &$$"d '($+#( !#?32;.

6" )''# )' r$,'4(' $"&!u'"# #ur# +/r)$$ )#r' ur+'#%/ # &$ #)$%$$o"#(/ u('+ )o"(#(#u" ro! or$( #! )o$$!or )'! u$" " )''# )' r$,'4(' rodu' )#r' r$" "#(ur# !or !$ ' #dr''#%/.I" #)'( )#% o"d'r'# $"&!u'"('$ ($"'r$!or '(' )o"$d'r#*$! +#$ +#r'7 )o$$$ u* 1? #"$ 5?3; $#r)'$ )u ,r(' )ur$"' "(r' 1?-1 #"$ ?5;. T'"d$"# d' )r'4('r' # ro!u!u$ )o$$!or 4$ ($"'r$!or "ro)'u! d')$%$o"#! '(' )o'r'"(/ )u )''# )' ' "(#+!/ !# "$,'! +o"d$#! 4$ +#$ #!' " /r$!' )u')o"o+$' d' $#/ d'%,o!(#(/.


8/13



S' o#(' o*'r,# (u! )/ o"d'r'# $"&!u'"'$ " )o"u+ r'')($, " )u+#r#r' d$&'r/ &o#r('+u!( " &u")$' d' ($u! roduu!u$ $""d )o"( +#$ #!' d' ,#r$'(#('# '=$('"(/ ' $## $#ur(u!u$.

B.Identificarea principalelor segmente de pia i anali!a acestora

D#(or$(/ *'"'&$)$$!or #!' +u!($!' #ur# #"/(/$$ $#ur(u! o#(' &$ )o"u+#( d')/(r' or$)$"' "''=$("d r'(r$)$$ d' )o"u+ . P' $#/ '=$(/ &o#r(' +u!(' or($+'"(' d' $#ur(ur$7#!/(ur$ d' )'! (r#d$$o"#! u('+ /$ $#ur(ur$ d'r'#(' d$'('($)' )u &ru)(' )u )'r'#!' '().

T$ur$!' d' '+'"(#r' &o!o$(' u"(7 ,r(# '=u! +'d$u! d' ro,'"$'"/ ood/r$'. A(&'!$#ur(u$!' '=$('"(' ' $#/ ' #dr''#%/ u"or '+'"(' d' )o"u+#(or$ d$&'r$('.

6" &u")$' d' ,r(/ #,'+ ur+/(o#r'!' '+'"(' d' $#/7 )o$$ "(r' 2 F 12 #"$H#do!')'"$ 13 F 23 #"$H #du!$ 2? F 50 #"$H 4$ ,r(# # (r'$# '(' 50 #"$H.

Co$$ r'&'r/ " '"'r#! $#ur(u! )u &ru)(' #u ' )'!' "'#(' )#r' )4($/ d$" )' " )' +#$ +u!(/

"o(or$'(#('. T$"'r$$ r'&'r/ $#ur(u! )u &ru)(' 4$ ' )'! $+!u. I#ur(u! )u )'r'#!' )'! d$'('($) 4$ )'!$+!u ' #dr''#%/ " '"'r#! #du!$!or */(r"$$ )o"u+"d $#ur( $+!u.

6" r$,$"# )o"u+u!u$ d' $#ur( o o"d'r' +#$ r$d$)#(/ o d'$" 'ro#"'!' d' '= &'+$"$" #)'('#r'&'r"d $#ur(ur$!' d$'('($)' #u ' )'!' )u &ru)('.6" r"du! */r*#$!or ' o*'r,/ o )'r'r' ")r'4('r' '"(ru $#ur(u! )u )'r'#!' )#r' #u(/ !# o +#$ *u"/ d$'($' &$$"d )o"u+#( d' )/(r''ro#"'!' )u ,$#/ o)$#!/ #)($,/ )#r' "u #u ($+ / 4$ r'#r' o +#/ /"/(o#/.

Produu! '(' )o"u+#( )u r')/d'r' d' )/(r' 'ro#"'!' d$" +'d$u! ur*#" )'!' d$"

+'d$u! rur#! )o"u+/ " '"'r#! $#ur( rodu " ood/r$'.

or+#r'# u"'$ +$!$$ ood/r$$H ,# $"&!u'"# )o"u+u! d' $#ur( r$" )r'4('r'#

)#"($(/$$ d'o#r')' ' dor'4(' o #!$+'"(#$' /"/(o#/. 6" )#%u! 'ro#"'!'or $"ur'

"')//(or$(' )o"u+u! d' $#ur( '(' +#$ r'du.

C."lemente de natura cantitati#a legate de consum$cumparare, locul de cumparare

si consum

Mod#!$(/$!' d' )u+/r#r' # $#ur(u!u$ d$&'r/ d' !# )o"u+#(or !# )o"u+#(or. U"$$

#"#!$%'#%/ " (o(#!$#(' #+# d' $#ur( '=$('"(/ " +##%$" ur+"d / #!'#/ u"# d$" +/r)$. I"

'"'r#! )o"u+#(or$ &$d'!$ "u +#$ ',#!u'#%/ #!('r"#($,'!' #!'"d / )u+'r' d$r')( roduu!.


9/13



Co"u+#(oru! '(' $"&!u'"#( d' ('r+'"u! d' ,#!#*$!$(#(' r' +#r)/ #+*#!# 4$ $"r'd$'"(' "

d$&'r$(' roor$$.

E=$(/ "u+'ro4$ )(or$ )' $"&!u'"'#%/ d')$%$# d' )u+/r#r' # )o"u+#(oru!u$ # u"u$

rodu $#r #)'($# u"( ,#!#*$!$ 4$ " )#%u! $#ur(ur$!or. D' )'!' +#$ +u!(' or$ )u+/r/(or$$ u"($"&!u'"#$ d'7 #4'%#r'# rodu'!or " r#&( d')or 4$ !u+$"o%$(#(' #(+o&'r# '"'r#!/ d$" +##%$"

d$o%$$' u($!$(#(' r'$+$(/ '().

Mod$&$)#r$!' r'&'r$"('!or )o"u+#(or$!or d' $#ur( $" )''# )' r$,'(' !o)u! d' )u+#r#r'

$"d$)# o or$'"(#r' # #)'(or# )#(r' &or+'!' +od'r"' d' )o+'r( '" u'r+#r>'(ur$ $ )#

)#rr - !o)ur$ $" )#r' ' !#"# #r#"($# )#!$(#($$ $ # ro,'"$'"('$ rodu'!or #)$%$($o"#(' )!$'"($$

*'"'&$)$#%# $ d' #!(' 'r,$)$$7 o +#r' ,#r$'(#(' d' rodu' r'(ur$ u* "$,'!u! +'d$u #! $'('$ '()

A!(' )r$('r$$ &o!o$(' $" d')$%$# d' )u+#r#r' #u )o"u+ # u"'$ #"u+$(' +#r)$ d' roduu"(7 r'(u! or($+'"(u! $ "$,'!u! d' ro+o,#r'. I" '"'r#! &$')#r' rodu #r' u" "u+#r )o"(#"(

d' )u+#r#(or$ &$d'!$ )#r' $$ )$+*# r'&'r$"('!' do#r $" )#%u! $" )#r' ##r' ' $#(# $ u" #!(

rodu #'+#"#(or d#r +#$ *$"' ro+o,#( #u $" )#%u! ro+o($$!or ('"(#"('.

O*$)'$ur$!' #!$+'"(#r' #!' ro+"$!or d$&'r/ d' )'!' #!' )o"u+#(or$!or +o"d$#!$.

Cu+/r/(or$$ ro+"$ r'&'r/ u" $#ur( *o#( " )#!or$$ ('"d$"# d$&'r$(/ d' )'# "r'$(r#(/ '

$''!' /r$!or d$" UE. To(u4$ 'r #"#+*!u )o"u+u! "r'$(r'#%/ ,#!or$ r$d$)#(' #(( !# )'!

$+!u )( 4$ !# )'! )u &ru)('.

Co"u+u! d' $#ur( " Ro+"$# '(' )/%u(. A)'(# '(' d' -@ >$!or#+' ' )# d'

!o)u$(or ' #" " ($+ )' o!o"'%$$ )o"u+/ du*!u / d' ro+"$. 6" r#"# 4$ " G'r+#"$#

)o"u+u! #"u#! #u"' !# 25-30 d' >$!or#+' ' #". Co"u+u! r'du d$" Ro+"$# ' '=!$)/

r$" +#$ +u!(' &'!ur$. Pr$+u! '(' (u! )/ $#ur(u! "u )' #r(' d$" +'"$u! )'(/'"$!or. U" #!(

)(or $+or(#"( )#r' $"&!u'"'#%/ )o"u+u! '(' (u! )/ ro+"$$ "u 4$ 'r+$( #)'('

rodu'. 6" u!($+$$ )$")$ #"$ *u'(u! #!o)#( '"(ru )o4u! d' )u+/r/(ur$ # )/%u( )u ?0; .

D.C##)$(#('# $' '$


10/13



IV.DISTRIBU IA

A.T$ur$ d' d$(r$*u $'

Produ'!' !#)(#(' u"( d$(r$*u$(' ' $#/ r$" d$&'r$(' )'+' )'!' +#$ u($!$%#('&$$"d7Produ)/(or$ Q $+or(#(or$ - +##%$"' F )o"u+#(or$

M##%$"'!' M'(ro B$!# C#rr'&our '()H '+"'#%/ )o"(r#)(' d' ,"%#r'-)u+/r#r' )urodu)/(or$$. D' o*$)'$ )o"(r#)('!' u"( '+"#(' ' o 'r$o#d/ d' u" #". M#or$(#('#"(r'r$"d'r$!or !$,r'#%/ +/r&ur$!' !# +##%$"' )u )o"d$$# )# !#(# / ' )/ $+'d$#( du/)o+'r)$#!$%#r'# rodu'!or. T'r+'"$$ d' !#(/ u"( ($u!#$ " )o"(r#)( 4$ d' o*$)'$ u"( !$+$(#$ !#dou/ /(/+"$ d$" +o+'"(u! !$,r/r$$ rodu'!or. 6"(r'r$"d'r$!' o( )'r' !#(# " #,#" "/&o#r(' r#r 4$ " )#%u! )"d #u d' # )' )u )!$'"$ "o$ #u "'-'r+#"'"$.

O #!(# )'+/ '('7 Produ)/(or$$ !o)#!$ - I"($(u$$ u*!$)'

A (r'$# )'+/ '('7 Produ)/(or$ Q $+or(#(or$ - d$(r$*u$(or #"ro - +##%$" F )o"u+#(or.

T$ur$!' d' u"$(#($ )o+'r)$#!' r$" )#r' ' )' ,#"%#r'# )#(r' )o"u+#(or$ u"(7 +##%$"' d')#r($'r +##%$"' #!$+'"(#r' u'r+#r>'(ur$ 'r+#r>'(ur$.


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D$"(r' )o"u+#(or$$ d' !#)(#(' 3; r'&'r# rodu'!' ro+#"'($ ?; ' )'!' d' $+or( $#r13; "u #u "$)$ o r'&'r$"(# r'&'r$(o#r' !# ro,'"$'"(# #)'(or#.

I" u'r+#r>'(ur$ #u 'r+#r>'(ur$ +#r)$!' )'!' +#$ )u"o)u(' d' $#ur( u"( #+!##(' 'r#&(ur$ !# "$,'! +'d$u $" dr'(u! r$,$r$$ $ ' o ur#(# )#( +#$ $"($"#.

B.E,#!u#r'# +odu!u$ d' d$(r$*u $' ' +/r)$

I#ur(ur$!' D#"o"' o( &$ #$(' $" '(' 20.000 d' +##%$"' d$" Ro+#"$# )''# )' r'r'%$"(#0; d$" +##%$"'!' )#r' )o+'r)$#!$%'#%# rodu' !#)(#(' ro#'('. 35; d$" !#('!' ' )#r' $!&o!o$+ '"(ru rodu'!' D#"o"' '(' #)$%$($o"#( d$" Tr#"$!,#"$#.

I" r'%'"( D#"o"' $$ d$(r$*u$' rodu'!' ' !#" !o)#! )#(r' [email protected] d' +##%$"' +$)$#ro=$+#($, 50; d$" rodu'!' &$$"d )o+'r)$#!$%#(' r$" $"('r+'d$u! )o+'r(u!u$ (r#d$($o"#!.Co+#r#($, )u #!(' (#r$ $" )#r' rodu)#(oru! &r#")'% d' !#)(#(' '(' r'%'"( Ro+#"$# ' "u+#r#r$"(r' u($"'!' $" )#r' D#"o"' )oordo"'#%# $"(r'u! ro)' d' d$(r$*u($' d$"(r' rodu)#(or $

r'(#$!'r. A(#( $" G'r+#"$# )#( $ $" Br#%$!$# $ SUA D#"o"' !u)r'#%# )u +#r$ )o+#"$$ !o$($)'!$,r#r'# &$$"d )u(# )#(r' d'o%$(' $ "u d$r')( )#(r' +##%$"'. I" ur+#(or$$ )$")$ #"$ d'%,o!(#r'#r'(#$!u!u$ ,# )$+*# +odu! $" )#r' '(' #d+$"$(r#(# !o$($)# $ d'#r(#+'"(u! d' u! )#$".

R'('#u# ror$' d' d$(r$*u($' # ruu!u$ r$'!#"d #)o'r# $"(r' ('r$(or$u! "#($o"#!. Produ)($#'(' d'($"#(# r'o"d'r'"( $'('$ $"('r"' '=or(ur$!' '+"$&$)#($,' &$$"d do#r d' u"( $ !#('r#&. Aro,$%$o"#r'# )u !#(' ' )' d$" 12 ud'(' $" r'%'"( &$$"d r'!u)r#(' #ro=$+#($, 0+$!$o#"' d' !$(r$ d' !#('Q#" !u)ru )#r' $(u'#%# Gruu! ' u"u! d$" r$+'!' !o)ur$ $" (#r#. O&'r(#'"(ru $#(# #u(o(o"# $")!ud' (o#(# #+# d' rodu'7 d' !# !#('!' ro##( d' )o"u+ !#rodu' !#)(#(' #)$d' $#ur( #"# !#(' *#(u( )'&$rH +#"(#"# u"( $ )r'+' d' u"( !#(' r#&

)#)#,#!ur$ *r#"%# (o$(# $ $"'(#(#. C'!' +#$ )u"o)u(' +#r)$ u"( M$!!$ $ O>'


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Su"( '+'"(' )/%u(' $ "#!(' d' r' ur$ $ " )#dru! $' '$ $#ur(ur$!or. Produ'!' )' ) #r(' d$" '+'"(u! r$d$)#( #! r' ur$!or #u o # '%#r' u'r$o#r/ ' r#&(ur$!' +##%$"'!or d$" #)'#(/ )#('or$' &/)"d #r('7 $#ur(ur$!' d' */u( M$!!$ $ Zu%u $#ur(ur$!' "#(ur#!' Zu%u N#o!#)( O>'$#ur(ur$!' )u &ru)(' D#"o"' ru(+#"$#. C''# )' '(' # '%#( !# "$,'!u! +$"$!or #r' u" r' #))'$*$! $ o +#r' #(r#) $' !# )!$'" $. A(&'! d' $#ur(ur$ u"( D#"o"' #+# d' rodu' Zu%u. L#

"$,'!u! $"&'r$or u"( rodu'!' +#$ $'&($"' d$" #)'#(/ )#('or$' &/)"d #r(' D#"o"' C## Bu"/D#"o"' Nu(r$d#.

VI.PROMOVAREA

A.Mod#!$(/ $ r$" )#r' ' )' ro+o,#r'#

- u*!$)$(#('# r$" $"('r+'d$u! o(ur$!or TV r#d$ou!u$ $ "u " )'!' d$" ur+/ r$" $"('r+'d$u!

u*!$)# $$!or )r$'.

- ro+o,#r'# ,"%/r$!or ' )' $ r$" o&'r$r'# u"'$ )#"($(/ $ +#$ +#r$ !# #)'!# $ r' d'

'='+!u 20; r#($H o&'r$r'# +#$ +u!(or rodu' !# u" r' +#$ +$) r'+$$ $ d$($") $$

r'%'"(' ' $('-u! d' r'%'"(#r' #! &$r+'$.

Nu(r$d# F )#+#"$' '"(ru ro+o,#r'# "u(r$ $'$ ')$!$*r#(' $ /"/(o#'

D#"o"' PDPA Ro+#"$# # !#"#( )o")'(u! d' #!$+'"(# $' Nu(r$d# )#r' ' #dr''#%/ "(r'$$

+$!$$. S(r#('$# )o+#"$'$ '(' u('r"$) or$'"(#(/ )/(r' ro+o,#r'# "u(r$ $'$ ')$!$*r#(' $

/"/(o#'. A(&'! )o")'(u! Nu(r$d# r'u"' (' u* #)''# $ u+*r'!/ +/r)$!' N#(ur#! $ S#,o#r'#

d'('r+$""d o )$+*#r' !# "$,'! d' "u+' #(r"d " )o"($"u#r' u(u! $ )#!$(#('# r')u"o)u('.

D#"o"' # d','"$( r$" ro+o,#r' !$d'ru! "# $o"#! " rodu) $# d' $#ur(.Co"u+#(or$$ u"( '=u $


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!# +'#' ro+o $o"#!' d$" +#-+'d$# #&$ #% (r#d#! #u r'%'"(#r'# roduu!u$ $" +##%$"'.

Co+#"$# D#"o"' ' #&!/ ' r$+'!' !o)ur$ " (ou! )o+#"$$!or ro+"' ($ du# "$,'!u! u+'!or

$",'($(' " u*!$)$(#('.

r$'!#"d ood Ro+#"$# # $")'u( /- $ ro+o,'%' #+# M$!!$ $ r$" $"('r+'d$u! $('-u!u$ .#"#(#('#+$!!$.ro. Pr$" #)'( $(' r$'!#"d ood $-# rou # #($"/ #)'!' 'ro#"' d$"

(#r'( +#$ u $" '=u' +$!o#)'!or )!#$)' d' )o+u"$)#r' &/)"du-!' )u"o)u(' "o$!' rodu'

M$!!$ $ *'"'&$)$$!' !or d#r $ / o&'r' $"&or+# $$ u!$+'"(#r' 'ro#"'!or $"('r'#(' d' u" ($! d'

,$#(/ /"/(o. S$('-u! # &o( ro+o,#( r$" *#""'r-'!' u*!$)$(#r' ' $('-ur$ )#r' ' #dr''#%#

#)'!u$#$ (#r'(.

ANALIZA PIEȚEI IAURTULUI

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