Positioning of Bee Products from the Ruse Region
Positioning of Bee Products from the Ruse Region

Summary/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.

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