ОЦІНКА ЕКОНОМІКО-ЕКОЛОГІЧНОГО БРЕНДУ ПІДПРИЄМСТВА НА РИНКУ МИЙНИХ ЗАСОБІВ УКРАЇНИ

Abstract

The object of the research is the assessment of the economic and ecological brand of the enterprise for the introduction of environmentally friendly detergents on the Ukrainian market. One of the most problematic areas is the formation of responsible consumption, or smart consumption. Responsible consumption is ranked 12 on the list of 17 Global Sustainable Development Goals identified by the United Nations. Responsible consumption forms social consciousness regarding the consumption of environmentally friendly washing products, which is the basis for assessing the ecological brand of an enterprise on the Ukrainian market. The analysis of the current state of the market for environmentally friendly detergents in Ukraine is carried out. The main characteristics of the assessment of quality, safety, environmental assessment, the formation of the competitiveness of detergents in business processes have been determined. In the course of the research, general scientific and special research methods were used. The stages of modeling the process of stimulating environmentally friendly production at the public level have been determined, which, in contrast to the existing ones, provides for the use of financial and economic incentives. These stages include planning the development and introduction into production of new synthetic detergents. And also the development of an ecological strategy for the manufacture of environmentally friendly Synthetic Detergents of the enterprise, which includes marketing research, determination of consumer benefits, positioning of the enterprise brand in the Ukrainian market, justification of expanding the range of Synthetic Detergents, planning the promotion of Synthetic Detergents. To implement them, a SWOT analysis method is proposed to identify the strengths and weaknesses of the company «DE LA MARK» LLC. Thanks to this method, it is possible to qualitatively control monitoring of the needs and likings of consumers. In comparison with similar known methods, the proposed approaches make it possible to modify the production and management of a given enterprise.