The dairy products market marketing research and the branding strategy justification at the PE "Bilotserkivska agro-industrial group" based on the digital technologies uses
Students Name: Korduban Anastasiia Andriivna
Qualification Level: magister
Speciality: Internet-Marketing
Institute: Institute of Economics and Management
Mode of Study: part
Academic Year: 2022-2023 н.р.
Language of Defence: ukrainian
Abstract: GlynskyiN. U. (supervisor). Marketing research of the dairy market and justification of the branding strategy of PE "Bilotserkivska Agropromyslova Grupa".. – Lviv Polytechnic National University, Lviv, 2022. Extendedabstract. The company’s marketing activities are aimed at setting current and long-term goals, taking into account market demands, and finding ways to achieve these goals. And also determine the range and quality of products, the optimal structure of production and the desired profit. The enterprise needs to produce products that will find sales and bring profit. And for this, it is necessary to take into account social and individual needs, market requests [2]. Taking into account the presented study, the essence of marketing research management and its importance in shaping the competitiveness of the enterprise on the market acquires great importance, and the relevance of the topic is beyond doubt. Today there are different ways to explain and understand a brand. One of the most common ways to understand a brand is to understand the brand from the point of view of producers and consumers [2]. On the oil and fat industry market, brands are divided by product types: oils, ketchups, fat-based detergents, salomas, margarine and mayonnaise products. The type of organization of the most famous enterprises in this market depends on the type of development strategy chosen [3]. The main types of modern communication technologies are: Google Adwords contextual advertising; Big Data technology; retargeting; mobile marketing; viral marketing; RTB; SMM; SMO; SEO; SEM; banner advertising; contextual advertising; geocontextual advertising; viral advertising; targeted advertising in social networks; Email marketing; ice generation; product placement in online games; advertising in blogs [4]. Study object – activity of the PE "Bilotserkivska Agro-Industrial Group". Scope of research is marketing research of consumers and branding of PE "Bilotserkivska Agropromyslova Grupa". Goal of research: marketing research of the dairy products market and the justification of the branding strategy of the PE "Bilotserkivska agro-industrial group" based on the use of digital technologies. It was found that during 2019-2021, the largest specific weight among sales costs is occupied by the costs of wages of employees who ensure sales – the share varies between 40.11-44.98%. In 2021, the conversion of the website of the Bilotserkiv Agro-Industrial Group decreased by 2.98% compared to 2020, that is, the effectiveness of promoting the company’s dairy products using the website is decreasing. The site has links to social networks in which PE "Bilotserkivska agro-industrial group" is represented - "Instagram" and "Facebook", which are popular among the target audience of consumers [5]. "Bilotserkivska agro-industrial group" PE receives the most popularity from the social page "Instagram", in secon dplace - fromthe "Facebook" page, and in third place - YouTube. In the course of scientific research, three experiments were conducted on consumer perception of advertising. Three experiments tested the influence of different communication channels on the choice of consumer good sin the context of combating stereotypes. Current research indicates that the design of marketing communication strategies must be carefully selected according to the context in which information is provided to consumers. That is why you need to consider the loyalty of the influencer’s followers, the benefits of targeting and the content ratio between entertaining, sales and informative posts. The company has a sufficiently high competitive strength and market position. However, there is a need to improve indicators that affect its level, in particular, it is necessary to increase the profitability of the enterprise, improve its image and recognition by developing a new branding strategy. Studying the practice of marketing communications of FMCG enterprises on the Internet allows us to conclude that the most promising channels of promotion will continue to be the Internet, as well as virtual and augmented reality. Promising segments of the market that are currently developing are cream cheeses, aerated curds, soft cheeses, creamy aerated cheeses (flavored and just creamy). Based on the conducted research, it was decided to launch a new product, sweet cream cheese (with chocolate) Filladel Chosolove. To promote Filladel Chosolove, based on the analysis, it is advisable to choose such platforms as: Instagram, contextual advertising, TikTok, YouTube. The estimate for the implementation of the Filladel Chosolove promotion will amount to UAH 1,958.55 thousand. The implementation of the proposed measures for the promotion of Filladel Chosolove will allow to increase the revenue of PE "Bilotserkivska Agropromyslova Grupa" by UAH 27,702.06 thousand. The increase in total promotion costs will amount to UAH 1,958.55 thousand. The increase in net profit will be UAH 25,743.50 thousand. The payback period of the project will be 2 months. The profitability and profitability index will be 14.14. As a result of the promotion of Filladel Chosolove, the enterprise will be able to receive 48,039 thousand games. netprofit, whichis 4,488,000 games. or 10.3% more than in 2021. At the same time, sales costs will increase by UAH 1,959,000. оr by 0.94%. The target audience for the promotion of Filladel Chosolove is women aged 24-32. Filladel Choсolove’s communication tools will be: advertising integrations with bloggers (or one creative project in social networks); advertising integrations with brands; communication support with brand advocates; communication support with network managers (gifts); means of stimulating trade or advertising and design means for points of sale (POS-materials); press releases in mass media; promotion in social networks, targeting; creative photo and video shooting of products; commenting (likes and replies to posts, stories of regular customers); soft cheese tastings among regular customers; printing (postcards, posters, booklets, brochures, catalogs); digital advertising. Key words: branding, communication technologies, marketing activity, sub-brand, social networks. References. 1. Pastuhova V. V. Strategic management of the enterprise: Monogr. K., 2021 305 p. 2. PetrunyaYu.E. Enterprise activity planning: Monog. K.: KNEU, 2021. 252 p. 3. Udalikh O.O. Management of investment activities of anindustrial enterprise: training. manual K.: TsUL, 2020. 292 p. 4. Yatsyshina L.K. Brand strategies as a tool for managing the competitiveness of shopping and entertainment centers. Economyandthestate. 2019. No. 4. P. 69-73. 5. Official website of the PE "Bilotserkivska Agro-Industrial Group". URL: https://bilotserkivske.com/uk/about (accessdate: 04.12.2022).