Особливості маркетингової політики просування товарів на ринку заморожених ягід

Abstract

The aim of the article is to determine the features of the marketing policy for promoting goods in the market of frozen berries. The article analyzes the current state of the domestic and world market of frozen berries. It is determined that the market of frozen berries in Ukraine began to develop rapidly and actively in 2015. It is found that Ukraine today has a significant potential for berry growing and can ensure full domestic consumption of fruits and vegetables (including in winter) and send products for export. The article determines that the area of plantations of organic raspberries, blueberries and garden strawberries in 2022 increased by more than 2 times compared to 2021, in terms of the volume of plantations, the area of organic raspberries have increased the most. It is noted that in 2022, the importers of Ukrainian organic raspberries were Poland, Germany, the Czech Republic and Serbia. A study of respondents’ perception of innovative products – organic frozen berries – was carried out and recommendations for the formation of marketable products for a new product in the market of frozen fruits and berries have been developed. The authors also conducted a study on the varieties of frozen berries and fruits, packaging and price segments. According to the results of the carried out survey, it was found that 31% of respondents buy frozen berries and fruits from «Arti» LLC. According to the results of the formation of the Ansoff matrix for the development of «Arti» LLC, it was determined that among the possible directions of development of the enterprise is the supply of a new product (production of organic fruit and vegetable products with a full cycle) to the markets of the EU countries. It is concluded that it is expedient for «Arti» LLC to supply its products to the market of the EU countries not in the form of raw materials, but as a finished product of frozen organic raspberries. In order to bring this idea to life, it is necessary to certify the land and the enterprise.