The paint and varnish materials market research and a marketing activities program development "Snezhka-Ukraine" Ltd on it
Students Name: Kornak Olena Oleksiivna
Qualification Level: magister
Speciality: Marketing
Institute: Institute of Economics and Management
Mode of Study: part
Academic Year: 2022-2023 н.р.
Language of Defence: англійська
Abstract: A program of marketing activities can be interpreted in different ways, but the main essence of this concept is to develop a schedule of interrelated marketing activities that are implemented to achieve a specific goal [6]. The development of a marketing program is preceded by an analysis of the problem that the company needs to solve, and then a clearly defined goal is formed, which must be achieved after the implementation of the program of marketing. A marketing program can be short-term or long-term. During the development of the marketing program, various studies are conducted that help to analyze the company both from the inside and outside. The assortment of the company’s products, the internal processes of production and sales of goods, as well as the market of the industry in which the company operates, competitors and prospects for development in the market are analyzed [6]. ThemarketofpaintandvarnishmaterialsinUkrainewas a promisinganddevelopedindustrybeforethefull-scalewarinourcountry. More than 130 different manufacturers, both small and large in terms of the volume of manufactured products, were represented on our market [5].Theindustryattractednotonlydomesticproducers, butalsoforeignones. Thisincludesthecompany «Snezhka -Ukraine» withPolishrootsandthecompany «Knauf», whichoriginatedinGermany[3, с.34]. Among the domestic manufacturers, the company «ZIP» is singled out, which occupies a leading position in the Ukrainian market and captures new foreign markets with its products. The geography of sales of products of each enterprise primarily depends on the location of production. For example, the enterprise «Snezhka-Ukraine» is located in the West of Ukraine, so the main target audience is concentrated in this region. On the contrary, the production of the Knauf company was located in the East of Ukraine, so the main consumer was concentrated in this region [1].Logistics costs depend on this, which directly affect the final price of the product for the end consumer. Therefore, the final price in the region where the production is located is usually lower than in other regions, and therefore the products of the given producer are more attractive to make a purchase for the consumers of the given region [7, с.147]. Due to the experience, the location of the enterprise is one of the strategically important decisions that are made at the beginning of the approval of the production construction. Using the example of the Knauf company, it can be seen that the choice of the territory for the construction of production in the territory of Ukraine was appropriate, because it was concentrated where there are deposits of minerals, which are necessary for the production of products, which makes the production itself cheaper. But the threats that may arise in this region were not taken into account, so as a result, the Knauf production in the East of Ukraine was destroyed as a result of the war in the country. Competitivenessintheindustryismanifestedbytheenterprise’sabilitytoresistexternalconditionsandenvironmentalfactorsontheenterprise’sactivities, ortoreducetheirnegativeimpact [4, с.92]. In addition, to be able to use the current state of competitors and market prospects for their own development. This helps the company to maintain or even acquire a larger share of the industry and strengthen its influence in it. Amongthemainmarketingmeasuresusedbycompaniestoattractconsumersistheinstallationoftintingstudiosintheplaceswheretheirownpaintandvarnishproductsaresold. This is a good tool for attracting customers, because it helps the consumer to color the paint in his own chosen color without being tied to the established frames. Study object – activities of «Snezhka-Ukraine» Ltd in the field of paint and varnish materials production in Ukraine. Scope of research – theoretical, methodical and practical aspects of developing a program of marketing activities of «Snezhka-Ukraine» Ltd on the paint and paint market. Goal of research – research the market of paint and varnish materials and develop a program of marketing activities for«Snezhka-Ukraine» Ltd. Briefly put research results. «Sniezhka-Ukraine» Ltdis a subsidiaryofthePolishcompany «SniezkaPaintandVarnishFactory», whichisengagedintheproductionofpaintandvarnishmaterialsandhasbeenoperatingontheUkrainianmarketforover 20 years. «Snezhka-Ukraine» Ltdspecializesintheproductionofwater-basedpaintsanddryputtymixtures. Thecompanysellsitsproductsunderthefollowingbrands: Sniezka - interiorandfacadepaints, enamels, colorantsandprimers; VIDARON – productsforwoodareproducedunderthistrademark; MAGNAT Styleis a productofvariousstructuresusedfordecoratingsurfaces; FOVEO TECH – thisbrandischaracterizedbyfacadedecorationproducts, ACRYL-PUTZ – plastersandputty [2, с.15]. Fromyeartoyear, thecompanydevelopedandincreaseditsproductionandsales, onlywiththearrivalofthecoronaviruspandemicandthebeginningofthewarinUkraine, thegrowthrateofthecompanydecreasedsomewhat. According to the indicator of total sales of products, it can be concluded that the sale of goods in 2020 compared to 2019 increased by 19,666 thousand UAH, and compared to 2021 to the previous year by 9,736 thousand UAH. In relation to the structure of sales, the first place is the sale of goods of own production, where the share of their sales is 74.21% in 2020. The dynamics of product sales in 2020 compared to 2019 increased by 3.4%. Accordingtotheresultsof a surveyof 80 respondentsabouttheproductsof «Snezhka-Ukraine» Lrd, itwasdeterminedthatthemostpopularproductsamongconsumersarepaintsandputty, 40% ofthemarecompletelysatisfiedwiththeseproductsand 76% preferthepresentedpricesegment.The main characteristics influencing the choice of the right product are characteristics, price, environmental friendliness of the product and brand recognition. Basedontheanalysisofthecollectedstudies, itisproposedtocreate a new GOLD trademarkforthismanufacturer, whichwillpresentproductsofthehighestqualitywithbettercharacteristicsandcorrespondtothe «Premium» pricesegment. Thisdevelopmentstrategyissupportedbythefactthat 56% ofrespondentspayattentiontothequalitycharacteristicsoftheproductand 24% preferthe "Premium" pricesegment, whichis a ratherhighindicator. Marketingmeasuresweredevelopedforthechosenstrategyandthebudgetfortheirimplementationwascalculated. Keywords:marketingprogram, marketingresearch; marketofpaintsandvarnishes; marketing; marketingactivities; consumerpreferences; targetmarket; marketingactivity. References: 1. Salespolicyinthemarketingmanagementsystemoftheenterprise. URL: https://pidru4niki.com/10561127/marketing/zbutova_politika_sistemi_marketingovogo_menedzhmentu_pidpriyemstva (date of application: 14.11.2022). 2. Reportonthemanagementof «Snezhka-Ukraine» LLC. Yavoriv, 2021. 69p. 3. KaravaevT. The market of paint and varnish materials in Ukraine: state, problems, prospects. Professional painting. 2012. № 6. P. 34-36. 4. Kuzmin O.E. Enterprise competitiveness: planning and diagnosis: monograph. Ivano-Frankivsk, 2011. 180p. 5. Paintindustry. URL: https://esu.com.ua/article-53098 (date of application: 20.11.2022). 6. Marketingprograms. URL: https://pidru4niki.com/1263111349596 /marketing/marketingovi_programi (date of application: 27.10.2022). 7. Oklander M.A. Marketing price policy: teaching way. Kyiv, 2012. 240p. ?