Beer market research and marketing activities improvement PJSC “Carlsberg Ukraine” on it using Internet marketing tools
Students Name: Pitulia Roman Volodymyrovych
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: ukrainian
Abstract: The use of Internet technologies has proven their high efficiency when enterprises conduct marketing activities, they also provide additional convenience for consumers [1, 2]. Various approaches are used to define the essence of Internet marketing, which is often called electronic marketing [3, 4]. In practice, enterprises can use various Internet marketing tools [5, 6, 7]. Study object – the study is the marketing activity of PJSC "Carlsberg Ukraine" and its use of Internet marketing tools. Scope of research – the research is the theoretical and methodological principles in the field of forming the enterprise’s activity on the market using Internet marketing tools. Goal of research: to analyze the marketing activity of PJSC "Carlsberg Ukraine" in the beer market and develop directions for its improvement using Internet marketing tools. The research findings. PJSC "Carlsberg Ukraine" is a long-term leader in Ukraine in the market of beer and other categories of alcoholic and non-alcoholic beverages. The broadest is its assortment group of beers, which has the largest volumes of sales of goods. PJSC "Carlsberg Ukraine" currently offers beer in various price segments under well-known brands. It sells its goods using multi-channel distribution, but does not use Internet marketing tools in this direction. PJSC "Carlsberg Ukraine" actively uses communications, conducting them on the basis of socially responsible business. This enterprise uses all possible traditional components, among which "public relations" measures stand out. PJSC "Carlsberg Ukraine" also implements online communications, in which the most important role is given to the website. Comprehensive and up-to-date information about this enterprise, its history, development indicators, measures of socially responsible business, significant events, products, contacts are provided there. However, the number of visits to the PJSC "Carlsberg Ukraine" website is low. The enterprise under study is active in communicating with Ukrainians on social networks Facebook, Youtube and Instagram, but visitors to its pages do not show significant activity. Despite the difficult economic and political situation in the country, its beer market is developing dynamically, beer is in demand among consumers, and beer production in particular is characterized by sufficient profitability. However, the war affected both the habits of consumers and the nature of their beer consumption, reducing its quantity. For a long time, brewing in Ukraine will be import-dependent, and suppliers will have a strong influence on the activities of beer producers. The paper presents the results of a survey of beer consumers, which was conducted using the Google Form service. In particular, the use of Internet technologies can simplify the process of providing beer producers with the necessary information about consumer needs. The attitude of consumers to the websites and social networks of beer and soft drinks producers, as well as the priorities of the information that must be placed there, were also determined. In the future, PJSC "Carlsberg Ukraine" will focus on the implementation of intensive development, in which measures to improve its marketing communications will play an important role, taking into account changes in consumer behavior and active use of the Internet. In order to strengthen the interaction of PJSC "Carlsberg Ukraine" with existing communities of social networks, to attract new users to them, a number of recommended measures have been developed to intensify the promotion of PJSC "Carlsberg Ukraine" in various social networks. In order to better inform consumers about its products, it is advisable for the company to consider the possibility of creating promotional sites for some of its brands. The research results show that it is possible to recommend PJSC "Carlsberg Ukraine" to create, first of all, promotional sites for TM "Lvivskke", TM S&R’s Garage and TM "Kvas Taras", placing there information about new brands, contests, social responsibility activities, etc. Key words: Internet marketing, marketing activity, beer market of Ukraine, social networks, company website. References. 1. Vashkiv O.P., Havrylenko Yu.S. Internet-marketynh – novyi napriam marketynhovoi polityky malykh pidpryiemstv ta fizychnykh osib-pidpryiemtsiv. 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