Varbikute kui uue toote turupotentsiaal

Kivi, Krista (2020) Varbikute kui uue toote turupotentsiaal. [thesis] [en] The market potential of Varbikud as a new product.

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Abstract

Lõputöö teema „Varbikute kui uue toote turupotentsiaal“ sai alguse autori ideest tulla turule Varbikutega (varbaotsa sokid). Turul toime tulemiseks on vajalik välja selgitada, kas tootel on piisavalt potentsiaali. Selgitamaks toote turupotentsiaali keskenduti nõudluse olemasolule, potentsiaalse sihtgrupi ja potentsiaalsete konkureerivate toodete väljaselgitamisele. Potentsiaalse sihtgrupi ja konkureerivate toodete väljaselgitamiseks koguti esmaseid andmeid turundusuuringute kaudu. Esimeseks uuringu meetodiks testiti Varbikute prototüüpi viie potentsiaalse tarbija poolt. Teiseks info kogumise meetodiks oli internetiküsitlus. Küsitluse koostamiseks kasutati Google Forms keskkonda ning küsitlust jagati sotsiaalmeedia kanalil Facebook’is, millele vastas kokku 108 respondenti. Turundusuuringutest selgus, et Varbikute vastu on nõudlus 62% osalenutest ehk 70 respondendil. Läbiviidud uuringu põhjal on Varbikute potentsiaalseks sihtgrupiks mehed ja naised vanuses 18–25 eluaastat. Selles vanuseklassis noored täiskasvanud eelistavad kanda talveperioodil saapaid ning liiguvad palju jala või kasutavad ühistransporti. Potentsiaalsed tarbijad hindavad toote mugavust, soojapidavust ja kasutamisvõimalust erinevate jalanõude puhul. Internetiküsitlusest selgusid Varbikute konkureerivad tooted. Konkureerivateks toodeteks võib pidada soojasid sokke, villaseid sokke ja soojendusega taldu. Tihedas konkurentsis toimetulekuks peab pakutaval tootel olema konkurentsieelis. Teooria alusel võrreldi Varbikuid konkureerivate toodetega võrdleval analüüsil, et selgitada välja, millisel tootel on eelis. Toodete võrdlemiseks kasutati Varbikute prototüüpi. Varbikute prototüübil oli olemas kõik funktsioonid, mis olid plaanitud müügile minevale tootele. Varbikute prototüübi omadused: pehmed, soojapidavad, hügroskoopsed, õhku läbilaskvad, mitte kortsuvad, mugavad, lihtsasti hooldatavad ja piisavalt õhukesed, et mahuksid ka väikestesse/kitsastesse jalanõudesse. Testimisel olevad tarbijad kinnitasid toote funktsionaalsust. Testimise periood oli liiga lühiajaline välja selgitamaks hõõrdetugevuse taseme ning pillingu tekke võimaluse. Konkureerivate toodete võrdlusel selgus, et Varbikutel on konkureerivate toodete ees eelis, sest toode oli: sobilik igale jalasuurusele ja soole; kõige soojapidavam; mahtuvus kitsastesse ja madalatesse jalanõudesse. Varbikutel on potentsiaal olemas turule pääsemiseks ja toime tulemiseks. Lõputöö autorile andis korraldatud uuring teavet, et suurema kindlusega ettevõtlusega tegelemiseks, tuleb teha täpsem uuring, selle kohta, kuidas toota kvaliteetseid Varbikuid soodsama hinnaga.

Abstract [en]

The current thesis theme „The market potential of Varbikud as a new product“ was due to the author's own idea to create a business in the future, which is to produce a unique product „Varbikud“ – toe socks. The aim of this thesis is to examine the market potential of Varbikud. As a future entrepreneur, there is a desire to find out whether there is interest in the product and what the target group could be. The idea of the product was based on the need to keep the feet warm inside shoes that do not fit wool socks. Varbikud is a new product based on wool socks, but a shorter version. These are hand-knitted toe socks made out of woollen yarn. The product is intended for people who feel that their toes are cold when wearing shoes during the winter. Depending on the goal, the following tasks have been set in the dissertation: • to examine whether there is a demand for the product; • to identify the main target group of the product; • to identify competing products. Primary data was collected though marketing research to identify the potential target group and competing products. The first research method was to test a prototype of Varbikud on five potential consumers. Another method of gathering information was an online survey. The survey was compiled using the Google Forms environment and the survey was shared on Facebook. The internet survey was answered by 108 people. Marketing research revealed that 62% of the participants have a demand for Varbikud, which is 70 people. According to the study, the potential target group of Varbikud are both men and women aged from 18 to 25. In this age group, young adults prefer to wear boots during the winter and move a lot on foot or use public transport. Potential consumers appreciate the comfort, thermal insulation and usability of the product for different shoes. Warm socks, wool socks and thermal soles can be considered as competing products. In order to cope with intense competition, the product offered, Varbikud, must have a competitive advantage. Based on theory, Varbikud was compared with competing products in a comparative analysis to find out which product has an advantage. A prototype of Varbikud was used to compare the products. The prototype had all the features that the main product will have. The prototype is described in these characteristics: soft, heat-resistant, hygroscopic, breathable, wrinkle-free, comfortable, easy to maintain and thin enough to fit in small/narrow shoes. A comparison of competing products showed that Varbikud had an advantage over competing products because the product was: suitable for any foot size and gender; the most heat-resistant; capacity in narrow and low shoes. Based on these results, the market potential of Varbikud can be considered good. The market potential can be increased by expanding the range of Varbikud. Varbikud can be made using different techniques (eg knitting machine) and different compositions (eg synthetic yarn). In this case, prices would vary, and consumers could also find a suitable pair of Varbikud for whom the price of the product is important. With the information gained, the author of the dissertation learned that in order to engage in business with greater certainty, a more detailed study must be conducted in order to find out how cheap it would be possible to produce Varbikud of sufficient quality to meet the needs of customers.

Item Type: thesis
Advisor: Diana Tuulik
Subjects: Clothing and Textiles > Product Development
Clothing and Textiles > Field Studies
Divisions: Institute of Technology and Circular Economy > Fashion Engineering > Resource Management
Depositing User: Krista Kivi
Date Deposited: 16 Sep 2020 06:49
Last Modified: 16 Sep 2020 06:49
URI: https://eprints.tktk.ee/id/eprint/5650

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