ANALYSIS OF POSITIONING, PRICING, AND PRODUCT POLICY IN THE MARKETING AREA OF A STORE

Abstract

The work analyzed the marketing activities of the enterprise, which operates in the food market; positioning in the food market and offered a set of marketing activities to attract consumers to the store. The purpose of the study is to determine the characteristics of marketing activities for the store, positioning in the food market and offer a set of marketing activities to attract consumers to the store. The assortment to the store has six product categories and 210 assortment items. Pricing policy is based on consumer purchasing power analysis. An analysis of the marketing product policy of the SMK store was carried out. The main product group of the SMK store are sausage products. It accounts for over 60% of the range and revenue of the store. A comparative analysis of the marketing complex of SMK stores and competitors confirms that the strengths of the store, in comparison with competitors, are personnel, their qualifications and decency, as well as the strengths are always fresh products and the speed of customer service. A comparative analysis of the marketing complex of SMK stores and competitors confirms that the strengths of the store, in comparison with competitors, are personnel, their qualifications and decency, as well as the strengths are always fresh products and the speed of customer service. The weaknesses of the store were the almost complete lack of promotion, the external design of the store and small retail space. Consumers are not informed about product quality certificates and do not take them into account when choosing sausages. A marketing program has been developed, which includes such main items: optimization of marketing pricing policy, the introduction of new methods to stimulate sales and increase the retail space of the store. Keywords: positioning, pricing, product policy, marketing, store, marketing program.