УПРАВЛІННЯ ВЛАСНИМИ БРЕНДАМИ ТОРГОВЕЛЬНОЇ МЕРЕЖІ «СІЛЬПО»: ТЕНДЕНЦІЇ ТА ПЕРСПЕКТИВИ

Abstract

The article is devoted to the issues of own brand management in the Silpo retail chain. The main trends in the development of the network are identified, the strategic directions of its activities, including its own imports and own brands, and the peculiarities of brand positioning are outlined. The existing own trademarks of the Silpo chain and its main competitors are characterized in detail. Based on the results of the study, it is proposed to supplement the assortment portfolio with the own trademark "Energy of taste", which will take into account current trends in consumer orientation towards healthy eating. The development and implementation of the proposed own brand requires detailed planning and includes seven key stages. The first stage is the creation of the general concept of the "Energy of Taste" trademark, which defines the goals and values of the brand by focusing on natural, preservative-free and sugar-free product composition, which will allow it to stand out among other brands. The second stage is the choice of the name and visual design of the brand. The name "Energy of Taste" reflects the main concept of the products that will be offered under this brand – tasty, energizing and healthy. The proposed logo is a green apple, symbolizing healthy food, and a bent arm in the middle, showing a healthy biceps. The third stage is to identify exclusively domestic producers as sources of purchase or production of assortment items. The fourth stage is the selection of the optimal packaging that would meet the brand concept and ensure an attractive appearance, ease of use and product safety. The fifth stage is effective pricing, taking into account the competitive environment, production costs, margins and consumer price expectations. The sixth stage is merchandising. We need to create an attractive and effective presentation of "Energy of Taste" products in Silpo stores. The seventh stage is the development of a marketing strategy: brand promotion activities, advertising, sponsorship, etc. An important component is to build awareness of the brand, its values and benefits among the target audience. The last stage is monitoring and analyzing consumer feedback and suggestions for "Energy of Taste". This will help to identify problems in a timely manner and enable us to adapt to changes in consumer preferences in a timely manner.