SELECTING THE TARGET MARKET SEGMENTS FOR THE RESOURCE DIABET PLUS PRODUCT

Abstract

The market for specialized health food, healthy, dietary and diabetic products is growing rapidly. This growth is largely due to the popularity of healthy lifestyles, as well as an increase in morbidity and an aging population. Diabetes mellitus is one of the most common diseases in the world. In these conditions, it is extremely important for companies to adapt their assortment to changing conditions. The article presents the results of a study of potential consumers. Based on the study, target segments for the Resource diabet plus product of Nestle Russia LLC (Nestle) were identified and proposals for working with target segments were developed.