Aurel Chiran

Transition from Emotional to Rational Advertising for Food Products on the Romanian Market

Abstract Advertising helps to establish a set of assumptions that the consumer will bring to all other aspects of their engagement with a given brand. Advertising provides tangible evidence of the financial credibility and competitive presence of an organization. Persuasion is becoming more important in advertising. In marketing, persuasive advertising acts to establish wants/motivations and beliefs/attitudes by helping to formulate a conception of the brand as being one which people like those in the target audience would or should prefer. Considering the changes in lifestyle and eating habits of a significant part of the population in urban areas in Romania, the paper aims to analyse how brands manage to differentiate themselves from competitors, to reposition themselves on the market and influence consumers, meeting their increasingly varied needs. Food brands on the Romanian market are trying, lately, to identify new methods of differentiation and new benefits for their buyers. Given that more and more consumers are becoming increasingly concerned about what they eat and the products’ health effects, brands struggle to highlight the fact that their products offer real benefits for the body. The advertisements have become more diversified and underline the positive effects, from the health and well - being point of view, that those foods offer (no additives and preservatives, use of natural ingredients, various vitamins and minerals or the fact that they are dietary). Advertising messages’ diversification is obvious on the Romanian market, in the context of an increasing concern of the population for the growing level of information of some major consumer segments.

Solvency, Indebtedness, Rates of Return and Investment Impact on Economic and Technical Analysis Indicators (Case Study)

Abstract The purpose of the performed and presented financial analyzes, in the case of the two units, does not allow major discrepancies between the estimated and achieved situation. The authors have based the research on the technical-economic and financial analysis of investments, which sets economic efficiency and investments viability and assumes forecast of revenue, expenses, profit and loss account, balance sheet and cash flow: a) static analysis of indicators; b) dynamic analysis of indicators, c) cost-benefit analysis. Analysis of economic efficiency and sustainability of investments aimes at both static indicators of investment analysis and dynamic analysis of economic efficiency. The goal of research was to improve analyzes and economic indicators for assessing the effectiveness and sustainability of investments and the objectives targeted technical and economic analysis, solvency and viability of investments and the impact of the investment on key indicators of economic and financial technical analysis. Case studies, carried out at S.C. NORD INTERMED CONSULTING GROUP S.R.L. Dorneşti, Suceava county and S.C. ANDIMIR TOP S.R.L. Mihălăşeni, Botoşani county, led to a series of measures to improve the financial analysis of economic efficiency and sustainability of investments. Abstract Scopul analizelor tehnico-economice şi finaciare, realizate în cazul celor două societăţi comerciale, a fost de a elimina unele discrepanţe majore în situaţia estimată şi cea realizată. Autorii au avut ca bază de plecare analiza tehnico-economică şi financiară a investiţiilor, prin care se stabileşte eficienţa economică şi viabilitatea investiţiilor şi presupune prognoza veniturilor, a cheltuielilor, a contului de profit şi pierdere, a bilanţului şi a fluxurilor de numerar: a) analiza statică a indicatorilor; b) analiza dinamică a indicatorilor; c) analiza cost-beneficiu. Analiza eficienţei economice şi a viabilităţii investiţiilor vizează atât indicatorii statici ai investiţiilor, cât şi analiza dinamică a eficienţei investiţiilor. Scopul urmarit a fost îmbunătăţirea analizelor şi a indicatorilor de stabilire a eficienţei economice şi a viabilităţii investiţiilor, iar obiectivele au vizat analiza tehnico-economică, a solvabilităţii şi viabilităţii investiţiilor şi impactul investiţiei asupra principalilor indicatori de analiză tehnico-economică şi financiară. Studiile de caz, realizate la societăţile comerciale S.C. NORD INTERMED CONSULTING GROUP S.R.L. Dorneşti, jud. Suceava şi S.C. ANDIMIR TOP S.R.L. Mihălăşeni, jud. Botoşani, au determinat o serie de măsuri de îmbunătăţire a analizei financiare privind eficienţa economică şi viabilitatea investiţiilor.

Study on Promoting Companies Specialized in the Production of Wine From IA§I County (Romania) by Implementing Online Marketing (Case Study)

Abstract Online promotion of wine products is a new but indispensable approach in all promotional activities initiated by companies and producers of wine, whereas there is a need for a greater focus on this specific market, not separated from the real one, but a new component, increasingly prevalent. The new market, where demand is getting bigger in our country and where consumers are becoming more and more faithful to this type of promotion, is the online environment, which generated, as a response from manufacturers and distributors in almost all food industry areas, online marketing. Promoting in the virtual environment follows the same stages of development as any promoting strategy from other environments of intersection with customers: initial research, market segmentation, setting goals, market positio-ning, marketing mix, implementation of the promotional campaign itself and the implementation and post implementation control. The key features of wine products online promoting is interactivity and socialization. Internet communication occurs in two directions, unlike traditional marketing, which is unidirectional. The other characteristic of virtual promotional methods - socialization characterizes the future of cyberspace. The research purpose is not to separate the new form of promotion of other forms of nonvirtual marketing activities, but to emphasize that online marketing is the component that should not be missing from any promotional cam-paign launched by a company. The research was based on information provided by the S.C. Cotnari S.A. Department of Marketing. In order to determine the characteristics of online communication and modern promoting trends, we analyzed the website and social media accounts of this wine producer, as well as news portals and blogs. Questionnaires were applied on a sample of 133 consumers, to analyze the impact on their use of online marketing. The studied sample consisted of consumers of wine and, most of them, Internet users, from urban or rural areas. Each questionnaire contained 16 questions, with a total of 63 variables, and aimed to compare the behavior of respondents towards online promotion activity of S.C. Cotnari S.A., Iaşi county.

Researches Concerning the Dynamic of the Nutrient Content at Thermical Treatment and Thawing of Semi-manufactured Poultry Products

From raw materials to the obtaining of food products, the aliments go through a series of operations, during which there are taking place a series of losses, such as: losses during preliminary operations, losses from storage, losses from thermical treatments. If, during the storage by refrigeration and freezing period there was registered high losses in quantity and quality, establishing the optimal period for freezing for keeping the quality of the semi-manufactured products to 60 days, in the present work we noticed how evolves the nutrient content after thermical treatments applied to the semi-manufactured poultry products. By the obtained results it was intended to optimize the quality of the food poultry products by correlating the freezing period and nature and length of the applied thermical treatments.