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Positioning of Bee Products from the Ruse Region

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  • Lyubomir Lyubenov

Abstract

The study finds that there is a serious positioning problem for bee products from the Ruse Region – strong competitive pressure, product parity and difficult differentiation. This makes positioning extremely important to their success, but also – very difficult. It was found that the region, with its natural, ecological, cultural and historical factors, as well as territorial specialisation based on these factors, is the bearer of authentic uniqueness, which is the foundation for differentiation and positioning of the bee products and services produced on its territory. Branding of bee products from the Ruse Region plays a key role in differentiating them. It can be based on natural factors, sorts, standards, technologies, domain name, brand. From the natural factors and the certified technologies, the leading positions of Bulgaria in Europe in respect to biodiversity and biotechnology in the beekeeping sector shall be used, because they ensure high biological value and quality of the bee products from the Ruse Region. Brands shall also be based on them, and the domain name plays a key role in the positioning on online markets. Positioning can also be based on marketing tools, which play an important role in differentiating competitors as well as consumer perceptions and associations. Positioning on organisational markets shall emphasise the functionality of regional apiculture products by nature (biodiversity, ecology, quality), and on consumer markets- to emphasise a single basic concept – health.

Suggested Citation

  • Lyubomir Lyubenov, 2021. "Positioning of Bee Products from the Ruse Region," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 6, pages 192-209.
    • Handle: RePEc:bas:econst:y:2021:i:6:p:192-209
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    File URL: https://www.iki.bas.bg/Journals/EconomicStudies/2021/2021-6/10_Lyubomir-Lyubenov_f_f.pdf
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    References listed on IDEAS

    as
    1. Lyubomir Lyubenov, 2020. "Segmentation of the Markets for Bulgarian Bee Products," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 3, pages 145-165.
    2. Aaker, David A. & Shansby, J. Gary, 1982. "Positioning your product," Business Horizons, Elsevier, vol. 25(3), pages 56-62.
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    More about this item

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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