BRANDING AS AN EFFECTIVE MARKETING STRATEGY FOR THE COMPETITIVENESS OF THE DAIRY INDUSTRY

Анотація

The purpose of the paper is to justify the theoretical concept, to identify the main trends and develop practical recommendations for the use of branding by dairy companies to increase their competitiveness. Methodology. To achieve results, it is necessary to develop the theoretical foundations of branding; to consider the current state and trends of the dairy market in Ukraine; to analyze the experience of other countries using branding; determine the role of branding in the marketing strategy of the dairy industry. Results. The article proves the growing role of branding in ensuring the competitiveness of enterprises. The content of the concept of brand and branding as a component of marketing activities is revealed. The expediency of forming a premium pricing strategy is justfied. Peculiarities of branding on the market of dairy products of Ukraine are highlighted. The main trends in the development of the range of dairy products are studied: healthy nutrition, growth of the “vegetable milk” sector and lactose-free products. The target segment of consumers and its features, the main stages of the advertising campaign in promoting dairy products on the market are determined. Practical implications. Creating new brands of dairy products and distributing them to the market through branding is an effective method of ensuring the competitiveness of dairy products, but Ukrainian producers do not know how to use it successfully. This is due to the fact that competition in the field of dairy products is very high, and therefore the use of various measures to improve product quality and price measures of competition are quite limited. Therefore, non-price factors of dairy product competitiveness and non-price factors of competition come to the fore. Branding helps to reduce the cost of services to promote dairy products on the market and increase the commercial effect. The subject of research is a set of theoretical, methodological aspects of the organization and application of branding dairy companies in order to increase their competitiveness. Branding as an effective tool of communication policy of enterprises will ensure and then increase the competitiveness of poultry products through its personalized positioning and promotion.

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