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This research presents aspects regarding the introduction on the Romanian market of tapioca yoghurt. This product has a better texture than classic yoghurt or than yoghurt with added milk powder (the main additive used to improve the texture of the yoghurt in Romania). Tapioca is a neutral-tasting vegetable powder and it is used in many sectors of the food industry, especially as a substitute for various gelling agents, but also due to the fact that it does not contain gluten and any other known allergen. We have identified the main competitors on the yogurt market but also the potential customers. To understand the trends on the Romanian yoghurt market and consumers interest in trying the product; consumers attitude towards a new product, we used a survey. The data provided by the survey were processed to establish the SWOT Analysis of the product which is used to determine the strategic position of the product and The Elements of the Marketing Mix that are important for market growth.

MARKETING ASPECTS OF YOGHURT ENHANCED WITH TAPIOCA