ПІДВИЩЕННЯ ЕФЕКТИВНОСТІ ПРОСУВАННЯ КИСЛОМОЛОЧНОЇ ПРОДУКЦІЇ ЗА ДОПОМОГОЮ РЕКЛАМИ

The article builds a consumer portrait using the 5W segmentation method, a consumer empathy map, and on their basis, develops motives by the method of differentiation by yoghurt brands for an advertising message. We will analyse what kind of advertising is used to promote yoghurts by producers of fermented milk products, retailers on their websites, in social networks, on television, and how widely the range of brands is represented in retail. The analysis made it possible to position the main brands in terms of the length of the assortment and the share of yoghurt sales in the Ukrainian retail market and the level of advertising activity compared to competitors on a 5-point scale. It is established that it is possible to maintain competitiveness and sales efficiency through advertising. The target audience of yoghurts was identified using the 5W method of segmentation, which resulted in the identification of 3 groups of yoghurt consumers. An empathy map was used to create a profile of a potential consumer. It is built on the example of a profile for 1 group of potential consumers. In order to increase the competition of yoghurts and their promotion on the Ukrainian market, the article analyses advertising of products by the method of differentiation, which is based on the theory of motivation. The built scale of differentiation showed the main motives used by manufacturers in their advertising. In turn, emotional and social motives are used very little: originality, fashion, morality, status, freedom, likeness, fear, and others. And it is these unfilled groups of motives that can be used in creating advertising by means of differentiation to increase the competition of yoghurts. In order to promote fermented milk products, the article proposes to form a product image concept for creating advertising for yoghurts in accordance with consumer needs and requests using the method of differentiation.