The domestic coffee market research and substantiation the improvement directions of marketing sales and communication policy of "Kava zi Lvova" Ltd
Students Name: Svoren Olena Mykolaivna
Qualification Level: magister
Speciality: Marketing
Institute: Institute of Economics and Management
Mode of Study: part
Academic Year: 2021-2022 н.р.
Language of Defence: ukrainian
Abstract: Sales and communication policy are important components of marketing activities in the market, which determine the availability of its products to consumers, their awareness, significantly affect the manufacturer’s income, profits and market share, implementing certain tasks in its activities [1, p. 91, 2, p. 161]. The marketing sales policy of the enterprise is connected first of all with formation of channels of distribution of the goods of the enterprise, a choice of quantity and concrete types of intermediaries, performance of functions of marketing logistics [3, 4]. When forming their marketing communications and choosing specific tools to influence the target audiences, companies must take into account their characteristics, features of individual components of marketing communications, other factors [5] and the feasibility of active use of modern information technology [6]. Study object – the marketing sales and communication policy of "Kava zi Lvova" Ltd. Scope of research – the theoretical and methodological bases of formation of marketing sales and communication policy of the enterprise in the market conditions. Goal of research: analysis of marketing sales and communication policy of "Kava zi Lvova" Ltd and substantiation of recommendations for their improvement. The research findings. "Kava zi Lvova" Ltd operates on the market of coffee and coffee drinks in Ukraine and conducts its packaging and sale. In the field of sales, "Kava zi Lvova" Ltd sells its products through its own online store, ie uses a zero-level channel and indirect distribution channels - one-level and two-level channels. The products of "Kava zi Lvova" Ltd can be purchased in retail stores and kiosks, which can buy goods from wholesale intermediaries or from the researched enterprise. This company also uses online stores as intermediaries. The marketing policy of communications of "Kava zi Lvova" Ltd includes first of all advertising on the Internet, on the own site, in the social network Facebook and measures of stimulation of sale of trade intermediaries and final consumers of the goods. The subject uses both product advertising and advertising of its own brand. Retail turnover of coffee in Ukraine tends to increase, it increased in 2020 by 3.67 times compared to 2010. In Ukraine, the coffee market operates and large producers of well-known coffee brands, and small - a total of more than 1.5 thousand operators . A survey of coffee consumers shows that most of them - more than 50% prefer ground coffee, buying coffee for their own consumption, although more than 30% - as a gift. More than 80% of respondents tasted ground coffee TM "Coffee from Lviv". When buying coffee, consumers prefer supermarkets, hypermarkets and shops near the house. Among the means of coffee advertising, respondents identified outdoor advertising, advertising on the Internet, souvenir advertising and advertising in the media. The results of the strategic analysis show that "Kava zi Lvova" Ltd in the framework of improving marketing and marketing policy should primarily ensure access to new geographic markets, to ensure the formation of its own network of coffee shops or coffee machines. Within the framework of marketing communications policy, the areas of its improvement are the development of a new advertising campaign that allows you to associate coffee with Lviv; to ensure the emphasis in the developed communication activities on the existing experience in coffee production; develop new promotion measures to inform consumers about this brand of coffee; to intensify activities in social networks. It is necessary to improve the internal communications of "Kava zi Lvova" Ltd through the use of positive measures to motivate employees. To improve the marketing and sales policy of "Kava zi Lvova" Ltd it is advisable to create and develop a network of coffee machines, in particular in the stores "Rukavychka" in Lviv. The estimated cost of creating and maintaining a network of 4 coffee machines during the year will be UAH 1.143 million, and the payback period of this project will be 17 months. The results of the survey showed that coffee consumers pay attention to its advertising, especially on the Internet, so "Kava zi Lvova" Ltd it is advisable to use banner advertising on the Internet to attract visitors to the site. We are talking about the use of Internet resources "HoReCa" and "Culinary" during the first half of 2022, and the cost of banner advertising will be 1497092 UAH. Key words: coffee market of Ukraine, marketing sales policy, marketing communication policy, banner advertising, coffee machines. References. 1. Bilovodsjka O.A. 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