Online promotion strategy formation at “Confectionery factory “Yarych” Ltd
Students Name: Romanchuk Anastasiia Vitaliivna
Qualification Level: magister
Speciality: Internet-Marketing
Institute: Institute of Economics and Management
Mode of Study: full
Academic Year: 2023-2024 н.р.
Language of Defence: англійська
Abstract: The formation of a marketing strategy plays a significant role in the modern business environment. In today’s competitive and rapidly changing market, marketing is an important subsystem of general management aimed at meeting customer needs and building customer loyalty. In many cases, business leaders consider the marketing department as an expense, believing that the results of marketing activities cannot be measured by specific indicators [25]. The importance of assessing and improving the effectiveness of marketing activities in companies is justified by many factors. These include rapid changes in the environment, new consumer demands, increased competition, the emergence of new technologies, changes in human resources and the development of information resources. The object of research is the process of forming a company’s strategy in the context of the development of online promotion of goods in the confectionery market as a key factor in the formation of its competitiveness. The subject of the study is a set of theoretical, methodological, scientific, methodological and practical aspects of the formation and improvement of the marketing strategy for promoting the products of a confectionery factory. The purpose of the study is to theoretically and practically substantiate the marketing complex of the enterprise, to develop recommendations for online promotion of the confectionery company’s products in transformational economic conditions. Results of the study. A high level of competitiveness of the products of LLC "CF "Yarych" in the Ukrainian confectionery market and successful positioning in the Polish market, relatively stable financial and economic condition have been established. The company specializes in the production of dry biscuits, snacks, nutritious biscuit bars and sponge cakes under the Yarych brand. In the context of COVID-19 and the military aggression of the Russian Federation, the company is among the TOP-10 confectionery factories in Ukraine. Yarych Confectionery is based on modern technologies, high quality products and the work of specialists who make the world of confectionery products tastier and brighter. The company uses a strategy of price diversification, setting different prices for different market segments where it offers its products. Especially in the snacks and biscuits segment, Yarych’s leading position as an industrial-scale producer allows it to focus on demand opportunities, control its supply and maintain competitive prices. The company’s managers and marketers are able to develop new creative products and optimize production, logistics and marketing solutions. The company’s biggest strength in the market is its strong reputation, while its weakness is a narrow product range compared to competitors. The main threats are martial law and internal instability due to increased competition. The company has various sales channels, including wholesalers, wholesale and retail intermediaries, end consumers and private entrepreneurs, as well as foreign markets. Yarych products are supplied to the largest retail chains: "ATB Market, Auchan, Metro, Silpo, etc. Outside of Ukraine, the company mainly distributes Petit Beurre dry biscuits to international retail chains: Bedronka (TM Bonitki), Carrefour (TM Cookies Place), Eurocash (TM Dessimo) and others. Yarych Import Eksport acts as an intermediary between Yarych CF LLC and foreign customers in accordance with international standards. The company regularly participates in international exhibitions. Conclusions. In the context of globalization of economic development and digital communications, online product promotion is becoming increasingly important. Alternative options for the formation of an effective marketing strategy for Yarych CF LLC are the use of various online communications (e-mail campaign template, website pages, ads on Facebook, Instagram, TikTok and YouTube);. the proposed total annual budget for online promotion for all types is 5 thousand US dollars, including 6 months on Facebook, Instagram, TikTok with a budget of 1859 US dollars. Keywords: marketing strategy, benchmarking, SWOT analysis, PEST analysis, social networks, online promotion, budget. List of references used. 1. Directions of implementation of the concept of environmental marketing in the conditions of socialization of the economy. Bulletin of Lviv Polytechnic National University. 2017. № 863. С. 94-100. 2. Figun O.S., Stepanyshyn I.I., Chytailo M.B. Social and ethical marketing as a business strategy. 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