In fact, customer profile of fmcg sector includes all the people: males, females, children and elder generation as well

SLIDE 1
The AGROMIR group of companies is a number of enterprises for the development, production and distribution of fruit-based healthy food products: natural juices and nectars, juice concentrates, fruit and vegetable pastes and purees, grape and wine products, canned fruits and vegetables.

Despite the incredibly high market growth rates, the AGROMIR group of companies continues to hold the position of the most dynamically developing company in the industry. They plan to actively develop their business, introduce new original flavors in the lines of juice brands and canned food, as well as further strengthen our positions in the FMCG sector market in Uzbekistan.

One of the main product lines of Agromir group is Bliss. Actually, is widespread and well known product, which has 43% of the local market share of juice drinks.

SLIDE 2
In order to complete the task, I conducted two focus groups of 12 people and I used the gathered information for my research. Focus groups were really informative, thus, I was able to find out interesting facts about the company and its customers. Participants of focus groups were young generation at the age of 18-26, including both males and females.
In fact, customer profile of FMCG sector includes all the people: males, females, children and elder generation as well.

SLIDE 3
According to the research, I got information about the frequency of buying juice drinks of participants. As a result of the research, majority of participants, which is 70%, consume juices on weekly basis (1-2 times a week), while other 22% consume only on special occasions or when they eat out and finally 8% of consumers prefer to buy juice drinks regularly every day, especially in hot weather like now.
SLIDE 4
During the research, I also found some important information regarding the strong and weak features of Bliss juice. In fact, the actual strengths included: a strong brand awareness, good quality, good price, good assortment of tastes and good distribution. However, participants mentioned weaknesses as well. Thus, weaknesses were like unlucky mixes of tastes in one juice, box shape, which is not comfortable to pour out the whole juice in the end, similar package to rival’s package, unnatural flavor in some juices of Bliss, especially regarding to those which consist of exotic tastes because we know that in our country we do not have local exotic fruit.

SLIDE 5
The research also let me know about the customer’s feelings regarding the Bliss juices. Most of Bliss consumers are happy with the taste of juice, price and quality as well. As we can see that more than 70% of the research participants liked the Bliss generally.

SLIDE 6
Factors that effect on consuming Bliss are general: the main factor is a good impression from the experience of the product. Despite the strong brand awareness, advertising plays a big role in promoting the product. Also, world of mouth recommendations are important aspect. Moreover, introducing the new line of juices with new flavors assist to attract even more consumers. And of course discounts, they are really useful to reach more clients.

SLIDE 7
Obviously, the pandemic had a great impact on businesses of diverse approaches, however, in case of foodstuff industry it had a positive impact. People’s lifestyle and nutrition diet has changed since the pandemic, people began to eat more than before, so the demand in food industry has increased. As the result of the research, participants mentioned that they consumed more drinks in the period of pandemic.

SLIDE 8
Where we can find bliss?
Actually, Bliss products are widespread and it has a good distribution so that we can find Bliss juices almost every market, supermarkets like Korzinka, Makro and Carrefour and even bazaars.

SLIDE 9
In fact, there are a wide range of different juice drink in the market including all segments. In terms of Bliss’ segment, the main competitors are Sochnaya dolina and Dena. According to the answers of participants, Rich was also their favorite brand.

SLIDE 10
Comments from Bliss consumers were quite positive. In general, they were happy with the product, however they mentioned their preferences and recommendations as well. They recommended to work on the box shape to make it easier to pour out the juice till the end, also they advised to change the design of packaging as it is similar to the design of Sochnaya dolina.