PRODUCT POSITIONING STRATEGIES IN THE MARKETS OF FOOD PRODUCTS

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Роман Васильевич Скуба

Abstract

The article highlights the main factors that determine the strength of product positioning and the level of market share for food products. The article considers the strategies for positioning products in the food markets, which integrate the competitive advantages of the organization and determine the choice of promising areas of marketing activities: differentiation and positioning of goods (product differentiation, service differentiation, brand differentiation, cost of consumption); branding and brand management strategies (brand identity, brand branding, brand assets and liabilities, brand value); brand strategy and product assortment (umbrella brand and flank brands, expansion of the product range, bundling or division, product withdrawal from sales). Various factors are presented that have a positive impact on product positioning and marketing activities. Product differentiation, price, wide assortment, novelties, service quality and brand image - each of these factors contributes to strengthening the position of the company's products. It was found that when the total impact of these factors exceeds the influence of the same indicators in competitors, the position of the firm's products is enhanced and the product becomes more attractive to target consumers. In addition, the main strategic approaches to positioning products in the food markets in relation to competitors 'marketing actions are summarized: positioning the company's product next to competitors' products and further strengthening its current position in the minds of consumers; search and introduction to unoccupied positions, new markets; repositioning. The basic techniques and conditions have been identified that allow implementing strategic approaches to product positioning.

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