Boienko O., PhD of Economics, Head of Marketing Department, Vasyl Stus Donetsk National University, Vinnytsia, Ukraine

ORCID ID: 0000-0003-2209-7731
e-mail: o.boienko@donnu.edu.ua

Statkevych K., student of Marketing Department, Vasyl Stus Donetsk National University, Vinnytsia, Ukraine

Shapoval A., student of Marketing Department, Vasyl Stus Donetsk National University, Vinnytsia, Ukraine

Development of the Policy of Promoting Automotive Hybrid Technology as an Element of Social-Ethical Marketing

Annotation. The article explores the main trends in the automobile market in Ukraine as a whole and, in particular, the market for electric vehicles and hybrid cars. A comparison of these two types of cars was made to highlight the advantages and disadvantages of hybrids. In the article were described the main differences between hybrid and electric motors. The relevance and importance of the promotion of hybrid technology in Ukraine has been determined, based on detailed analysis and research. The object of the study is Toyota hybrid cars. The subject of the study is the management of the promotion of hybrid cars in the Ukrainian market.

Results. A thorough analysis of the automotive market as a whole and of the hybrid car market has been conducted, and it has been determined that Toyota is the leader in this segment. In order to maintain its leading position in the hybrid segment, it is advisable for the company to improve its policy of promoting Toyota RAV4 Hybrid technology, as this model has the best sales figures. We have proposed and proved the effectiveness of our distribution policy algorithm. The strategy consists of the following stages: comparative analysis of demand for hybrids and electric cars, SWOT analysis and Porter force model 5; a description of the overall and target portrait of the hybrid car owners; identification of points of contact with customers at different stages of the life cycle; developing key point ideas for promotion and effective digital tools.

Conclusions. It is proved that among the possible options to date, the most promising are the projects of an electric vehicle and a car with a combined power unit, is a hybrid car. It has been determined that in Ukraine there is a need to promote hybrid technology for environmental protection, the minimization of the use of non-renewable sources of fuel, and saving of consumer budgets. Consumer awareness is needed at the moment, so a promotion policy has been developed for Toyota, namely two new models with hybrid rigs. The list of marketing communication tools that will be used for promotion is given. The study found that it was prudent for Toyota to strengthen its presence in the hybrid car market by promoting its products online and offline.

Keywords: social and ethical marketing; hybrids; promotion policy; hybrid technology; Toyota concern.

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