Improving the company's product policy based on digital technologies

Abstract

Subject. In the marketing activities of enterprises in the manufacturing sector of the economy, a special place is occupied by the formation of a product policy. Its development is associated with the research of the possibilities and directions of digitalization of product development processes, product lifecycle management and product range optimization. Purpose. Analysis of the possibilities of applying digital methods in the main directions of a product policy, identification of prob-lems of accessibility of digital technologies for companies of various scales of economic activity and search for ways to solve them. Methodology. A systematic approach, general logical and empirical methods were used. The analysis of scien-tific and practical materials and experience of enterprises was carried out. Results. Тhe effectiveness of the product policy of a modern enterprise depends largely on the degree of use of digital technologies at all stages of the creation and market support of products. Their practical application is constrained by a number of fac-tors: management's underestimation of the role of marketing and marketing infor-mation; insufficient level of "digital" competence of employees engaged in infor-mation support and analytics; lack of resources to purchase expensive software products or pay for outsourcing of marketing research. Today, the most popular is the web analytics of the company's website, which mainly covers the area of prod-uct/service promotion. In the field of the product policy, the degree of digitalization of processes and methods of obtaining information is significantly lower. Digitalization of the processes of selecting ideas for new products and improving existing ones, developing a marketing concept for the product, segmenting the market and positioning the product, optimizing the production nomenclature and assortment is still an insufficiently developed area of product policy and in the fu-ture can ensure the effectiveness of the "customer value delivery system". Conclusions. The market orientation of the business involves a strategic approach to the formation of the product range, the development of new products and their introduction to the market. The use of digital technologies at all stages of the for-mation of product policy makes it possible to increase the competitiveness of products and realize the goal of marketing with lower costs. The development of a commodity policy based on digital technologies is hindered by a number of prob-lems related to the insufficient level of information systems, the lack of qualified specialists and the unavailability of technologies due to limited resources.