Features of Marketing Promo-Campaigns of Ukrainian Confectionery Manufacturers within Domestic and Foreign Markets

Abstract

The confectionery industry is of significant importance for the stable development of the country for many economic reasons, it’s an ancient and effective industry, creating serious competition in the international market of confectionery products. Therefore the purpose of the scientific article is the analysis of the market of confectionery products in Ukraine and estimation of features of promo campaigns of the Ukrainian manufacturers of confectionery products. In the course of writing the article, both theoretical and statistical methods of data analysis were used. The found information about differences in marketing campaigns of Ukrainian manufacturers of confectionery products is supported by graphs, tables, and diagrams for clarity and ease of perception. It is pointed out that Ukrainian confectionery companies are competitive both on foreign and domestic markets. It has been found that the success of Ukrainian confectionery companies is based on many factors that influence their results to a different extent: management, product quality, logistics, start-up capital, the economic and political situation in the country, luck, and others. It is determined that the marketing campaign of the enterprise is used mainly to attract customers. The article also describes the promo campaigns of major national confectionery companies, their features, and differences, since even a few major players in this market have significant differences in marketing campaigns. The article, for practical purposes, can be used to study marketing methods often applied by large product manufacturers; to research the Ukrainian economy as a whole; to evaluate Ukrainian companies that are major suppliers to the Ukrainian confectionery market; by students to study marketing and advertising issues and various economic disciplines related to entrepreneurship