PECULIARITIES OF THE ORGANIZATION OF MARKETING ACTIVITIES OF THE TOBACCO PRODUCTS MARKET

Abstract

The peculiarities of the organization of marketing activities of the tobacco products market are studied, the analysis of the marketing product policy of tobacco products in Ukraine is carried out on the example of Philip Morris International. It is noted that the product policy plays an important role in the commercial and marketing activities of the enterprise, as it determines the actions aimed at meeting the needs of consumers and achieving economic efficiency of the enterprise in the sale of products. The tobacco market in Ukraine is developing dynamically, despite efforts to reduce the consumption of tobacco products, and occupies a leading position in terms of tax contributions to the state budget. The tobacco industry is a highly competitive environment. Cigarette and tobacco production in Ukraine is controlled by multinational tobacco corporations that have set up joint ventures with former state-owned enterprises. As a result of the marketing analysis it was determined that the main representatives of the national market of tobacco products are Philip Morris Ukraine, Imperial Tobacco Group, Japan Tobacco International, PJSC «Pryluky». The SWOT analysis analyzed Philip Morris International’s product policy and identified the company’s strengths as it develops and sells dozens of popular regional, national and international brands, from Marlboro to Parliament. Despite various measures aimed at limiting the advertising and marketing opportunities of the tobacco industry, the company continues to transform its own brand into an annual company. One of the main shortcomings of the company’s global development is insecurity against the problems of the local economy. Changes in exchange rates can have a significant impact on business in key regions. Analyzing the effectiveness of the company’s product policy, on the example of products from different price segments of the market, it was determined that the product structure of Philip MorrisInternational is quite balanced and suggested possible ways to improve the company’s marketing activities.