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Marketing research of the Ukrainian chewing gum market aiming to improve the product promotion strategy of the company Mars Ukraine
(2021) Mykhalchuk, V.; Mykhalova, V.
The research reviews theoretical approaches to market research in the development of product promotion strategy, identifies the problem and objectives of marketing research for Mars Wrigley in Ukraine. The analysis of the hierarchy of consumer value of the product "chewing gum", analysis of demand for Orbit and Eclipse gum, analysis of the competitive environment, research of student youth as consumers of chewing gum are carried out. A project of marketing measures to improve the strategy of promotion and overcoming barriers to the consumption of chewing gum is proposed.