Torianyk Zhanna, Candidate of Economic Sciences, Associate Professor of Management, Business and Professional Communications Department, Karazin Banking Institute, V.N. Karazin Kharkiv National University, Kharkiv, Ukraine

ORCID ID: 0000-0002-8853-7659
e-mail: zhanna.toryanik@karazin.ua

Shevchenko Viktoriia, Candidate of Philological Sciences, Associate Professor of Management, Business and Professional Communications Department, Karazin Banking Institute, V.N. Karazin Kharkiv National University, Kharkiv, Ukraine

ORCID ID: 0000-0003-0429-1880
e-mail: victoria.shevchenko@karazin.ua

Benbenok Anna, Master’s Student of Karazin Banking Institute, V.N. Karazin Kharkiv National University, Kharkiv, Ukraine

ORCID ID: 0000-0003-0518-1827
e-mail: silwer.life@gmail.com

Improvement of the Trade Marketing System at Beer Industry Companies

Abstract. Introduction. The article surveys the current state of the beer industry market, as well as identifies the factors influencing the restraint of the development of this industry in Ukraine. Based on the analysis, the need to identify and study the marketing activities of strong players in the market is substantiated.

Purpose. The purpose of the article is a scientific and theoretical substantiation of approaches on improving trade marketing of the beer industry based on the methodology of using modern instruments.

Results. The article presents SWOT-analysis of the activities of PrJSC «AB InBev Efes Ukraine» in the market, it identifies strengths and weaknesses, opportunities and threats, indicating the internal potential and weaknesses of the studied enterprise, so it is possible to form an idea not only about the financial condition but also marketing activities of the enterprise. The concept of “trade marketing” is also covered and the classification of its tools according to the target audience is provided.

Conclusions. The peculiarities of the application of trade marketing at PrJSC «AB InBev Efes Ukraine» were considered. The necessity to use the tools of trade marketing regularly was reasoned because, as practice shows, the decisive incentive to buy goods is often the influence of trade marketing activity.  In addition, the motivation program for sales representatives and merchandisers with calculations of the feasibility of its implementation at the beer industry of PrJSC «AB InBev Efes Ukraine» was considered. The obtained results can be used as methodological recommendations for marketing management in the beer industry to strengthen their market position.

Keywords: trade marketing; KPI; campaign; trade marketing tools; cross-marketing; marketing; beer industry; spread of the pandemic; SWOT – analysis; competition; beer market.

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