Authors
- Krylov Aleksandr Nikolaevich Doctor of Economic Sciences, Associate Professor
- Mozgovoy Alexander Ivanovich PhD (Economics), Associate Professor
- Kuzina Galina Petrovna Ph. D. in Economics, Associate Professor
Annotation
The purpose of the study is to analyze the state of marketing activities of the company operating in the consumer market and to develop proposals to improve its product promotion channels. The article presents the results of the study of marketing activities of a large company operating in the confectionery market, including SWOT-analysis, PEST-analysis, analysis of the company market and its trends, organization of promotion of company products, including tools of ATL, BTL and TTL categories. The study provides recommendations for improving the organization of work on product promotion, the use of modern means of communication as promotion channels. The economic assessment of the effectiveness of the proposed measures in the form of the expected increase in revenue and the payback period. The conclusion about the advantages of the proposed measures to achieve the goals of the company in the studied sales markets is made.
How to link insert
Krylov, A. N., Mozgovoy, A. I. & Kuzina, G. P. (2022). ACTUAL ASPECTS OF PRODUCT PROMOTION IN THE CONSUMER MARKET Bulletin of the Moscow City Pedagogical University. Series "Pedagogy and Psychology", 2022 №3 (33), 51. https://doi.org/10.25688/2312-6647.2022.33.3.4
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