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The Features of the Marketing Policy for Promoting Goods in the Frozen Berries Market
Sheptukha O. M., Tokhtamysh T. O.

Sheptukha, Olena M., and Tokhtamysh, Tetiana O. (2023) “The Features of the Marketing Policy for Promoting Goods in the Frozen Berries Market.” Business Inform 11:353–359.
https://doi.org/10.32983/2222-4459-2023-11-353-359

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 7

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UDC 659.13

Abstract:
The aim of the article is to determine the features of the marketing policy for promoting goods in the market of frozen berries. The article analyzes the current state of the domestic and world market of frozen berries. It is determined that the market of frozen berries in Ukraine began to develop rapidly and actively in 2015. It is found that Ukraine today has a significant potential for berry growing and can ensure full domestic consumption of fruits and vegetables (including in winter) and send products for export. The article determines that the area of plantations of organic raspberries, blueberries and garden strawberries in 2022 increased by more than 2 times compared to 2021, in terms of the volume of plantations, the area of organic raspberries have increased the most. It is noted that in 2022, the importers of Ukrainian organic raspberries were Poland, Germany, the Czech Republic and Serbia. A study of respondents’ perception of innovative products – organic frozen berries – was carried out and recommendations for the formation of marketable products for a new product in the market of frozen fruits and berries have been developed. The authors also conducted a study on the varieties of frozen berries and fruits, packaging and price segments. According to the results of the carried out survey, it was found that 31% of respondents buy frozen berries and fruits from «Arti» LLC. According to the results of the formation of the Ansoff matrix for the development of «Arti» LLC, it was determined that among the possible directions of development of the enterprise is the supply of a new product (production of organic fruit and vegetable products with a full cycle) to the markets of the EU countries. It is concluded that it is expedient for «Arti» LLC to supply its products to the market of the EU countries not in the form of raw materials, but as a finished product of frozen organic raspberries. In order to bring this idea to life, it is necessary to certify the land and the enterprise.

Keywords: marketing, commodity, frozen berries market, marketing promotion policy, organic raspberries, market of the EU countries.

Tabl.: 2. Bibl.: 9.

Sheptukha Olena M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics and Marketing, O. M. Beketov National University of Urban Economy in Kharkiv (17 Marshala Bazhanova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Tokhtamysh Tetiana O. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics and Marketing, O. M. Beketov National University of Urban Economy in Kharkiv (17 Marshala Bazhanova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]

List of references in article

Shuba, L. “Ohliad rynku zamorozhenykh i svizhykh yahid v Ukraini“ [Market Overview of Frozen and Fresh Berries in Ukraine]. https://koloro.ua/ua/blog/issledovaniya/obzor-rynka-po-jagodam.html
Malynych, H., and Chainiuk, O. “Rynok zamorozhenykh yahid v Ukraini: stan, problemy ta perspektyvy rozvytku“ [Frozen Fruit Market in Ukraine: State, Problems and Development Prospects]. Formuvannia mekhanizmu zmitsnennia konkurentnykh pozytsii natsionalnykh ekonomichnykh system u hlobalnomu, rehionalnomu ta lokalnomu vymirakh. 2020. https://core.ac.uk/download/pdf/322822084.pdf
Pliasetska, V. R. “Marketynhovi aspekty u realizatsii chornytsi“ [Marketing Aspects in the Sale of Blueberries]. http://elar.tsatu.edu.ua/bitstream/123456789/7997/1/7.pdf
OrhanikStandart. https://organicstandard.ua/ua/contacts
“Orhanichne vyrobnytstvo v Ukraini“ [Organic Production in Ukraine]. Ministerstvo ahrarnoi polityky ya prodovolstva Ukrainy. October 11, 2022. https://minagro.gov.ua/napryamki/organichne-virobnictvo/organichne-virobnictvo-v-ukrayini
“Production of raspberries in 2021; Pick list by Crops/Regions/Production Quantity“. United Nations Food and Agriculture Organization Corporate Statistical Database (FAOSTAT). 2019. http://www.fao.org/faostat/en/#home
Artyka : ofitsiinyi sait. https://artika.com.ua
“Organic Expert Consulting. Konsaltynhova kompaniia v sferi orhanichnoho ahrovyrobnytstva, zbutu ta sertyfikatsii“ [Organic Expert Consulting. Consulting Company in the Field of Organic Agricultural Production, Sales and Certification]. https://oec.com.ua/
“Chystyi biznes: osoblyvosti orhanichnoi sertyfikatsii v Ukraini“ [Clean Business: Peculiarities of Organic Certification in Ukraine]. https://hlr.ua/ua/article/chistyj-biznes-osobennosti-organicheskoj-sertifikacii-v-ukra-13
Zakharchenko, I. “Chystyi biznes: osoblyvosti orhanichnoi sertyfikatsii v Ukraini“ [Clean Business: Peculiarities of Organic Certification in Ukraine]. https://hlr.ua/ua/article/chistyj-biznes-osobennosti-organicheskoj-sertifikacii-v-ukra-13

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