Marketing research of the Ukrainian chewing gum market aiming to improve the product promotion strategy of the company Mars Ukraine
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Дата
2021
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Анотація
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.
Опис
Mykhalchuk V. Marketing research of the Ukrainian chewing gum market aiming to improve the product promotion strategy of the company Mars Ukraine / V. Mykhalchuk, V. Mykhalova ; advisor : M. Braiko // Black Sea Science 2021 : proc. of the Intern. Competition of Student Scientific Works / Odessa National Academy of Food Technologies ; eds. B. Yegorov, M. Mardar [et al.]. – Odessa: ONAFT, 2021. – P. 244–269 : tabl. – Ref.: 19 tit.
Ключові слова
chewing gum, marketing research, in-depth interview, insight, consumer behavior, consumption barriers, promotion strategy