{"id":17554,"date":"2022-07-20T10:40:20","date_gmt":"2022-07-20T07:40:20","guid":{"rendered":"https:\/\/modecon.mnau.edu.ua\/?p=17554"},"modified":"2022-07-23T14:16:29","modified_gmt":"2022-07-23T11:16:29","slug":"improvement-of-the-trade-marketing","status":"publish","type":"post","link":"https:\/\/modecon.mnau.edu.ua\/en\/improvement-of-the-trade-marketing\/","title":{"rendered":"Torianyk Zh., Shevchenko V., Benbenok A. Improvement of the trade marketing system at beer industry companies"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]<\/p>\n\n\n\n
JEL Classification<\/strong>: F13; F17; M31; O24; P46.
\n<\/span><\/td>\n		DOI<\/b>: https:\/\/doi.org\/10.31521\/modecon.V33(2022)-16<\/a><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

[\/vc_column_text][vc_column_text]Torianyk Zhanna, <\/strong>Candidate of Economic Sciences, Associate Professor of Management, Business and Professional Communications Department, Karazin Banking Institute, V.N. Karazin Kharkiv National University, Kharkiv, Ukraine<\/p>\n

ORCID ID:<\/strong> 0000-0002-8853-7659<\/a>
\ne-mail: <\/strong>zhanna.toryanik@karazin.ua<\/a><\/p>\n

Shevchenko Viktoriia, <\/strong>Candidate of Philological Sciences, Associate Professor of Management, Business and Professional Communications Department, Karazin Banking Institute, V.N. Karazin Kharkiv National University, Kharkiv, Ukraine<\/p>\n

ORCID ID:<\/strong> 0000-0003-0429-1880<\/a>
\ne-mail: <\/strong>victoria.shevchenko@karazin.ua<\/a><\/p>\n

Benbenok Anna, <\/strong>Master’s Student of Karazin Banking Institute, V.N. Karazin Kharkiv National University, Kharkiv, Ukraine<\/p>\n

ORCID ID:<\/strong> 0000-0003-0518-1827<\/a>
\ne-mail: <\/strong>silwer.life@gmail.com<\/a><\/p>\n

 <\/p>\n

Improvement of the Trade Marketing System at Beer Industry Companies<\/strong><\/h2>\n

\u00a0\u00a0<\/strong><\/p>\n

Abstract. Introduction<\/strong>. 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.<\/p>\n

Purpose. <\/strong>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.<\/p>\n

Results.<\/strong> The article presents SWOT-analysis of the activities of PrJSC \u00abAB InBev Efes Ukraine\u00bb 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.<\/p>\n

Conclusions.<\/strong> The peculiarities of the application of trade marketing at PrJSC \u00abAB InBev Efes Ukraine\u00bb 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.\u00a0 In addition, the motivation program for sales representatives and merchandisers with calculations of the feasibility of its implementation at the beer industry of PrJSC \u00abAB InBev Efes Ukraine\u00bb was considered. The obtained results can be used as methodological recommendations for marketing management in the beer industry to strengthen their market position.<\/p>\n

Keywords:<\/strong> trade marketing; KPI; campaign; trade marketing tools; cross-marketing; marketing; beer industry; spread of the pandemic; SWOT \u2013 analysis; competition; beer market.<\/p>\n

References:<\/strong><\/p>\n

    \n
  1. AB InBev Efes Ukraine summed up the results of 2020 (2021). Retrieved from https:\/\/mind.ua\/news\/20222734-ab-inbev-efes-ukrayina-pidbila-pidsumki-2020-roku [in Ukrainian].<\/li>\n
  2. BRDO conducted an analysis of the Ukrainian pyrobone industry and prepared a program document (2021). Retrieved from https:\/\/pivnoe-delo.info\/2021\/04\/15\/brdo-provel-analiz-ukrainskoj-pivovarennoj-otrasli-i-podgotovil-programmnyj-dokument\/ [in Ukrainian].<\/li>\n
  3. KRI in trade marketing: how to create a motivation program for sales representatives and merchandisers (2022). Retrieved from https:\/\/retail-loyalty.org\/expert-forum\/kpi-v-treyd-marketinge-kak-sozdat-programmu-motivatsii-dlya -torgovykh-predstaviteley-i-merchandayzer \/ [in Ukrainian].<\/li>\n
  4. Business case: marketing strategy, or how to attract the attention of the audience (2022). Retrieved from https:\/\/mind.ua\/openmind\/20207610-biznes-kejs-marketing-strategiya-abo-yak-privernuti-uvagu-auditoriyi [in Ukrainian].<\/li>\n
  5. Bogun, L. Yu., Rozumei, S. B., & Nikolaienko, I. V. (2018). Classification of trade marketing tools. Economic analysis<\/em>, 4, 167\u2013172 [in Ukrainian].<\/li>\n
  6. Vasyltsiv, N. M. (2020). Application of marketing communications during the Pavid-19 pandemic. Market infrastructure<\/em>, 47, 71\u201375 [in Ukrainian].<\/li>\n
  7. Gevorkian, A .Yu. & Kaplun, A. V. (2018). Marketing strategy of product promotion on the Ukrainian market on the example of PJSC \u00abSAN INBEV Ukraine\u00bb. Bulletin of NTU \u00abKhPI<\/em>\u00bb, 47, 110\u2013113 [in Ukrainian].<\/li>\n
  8. Iliashenko, S. M. & Rud, M. P. (2019). The newest types of marketing in the conditions of advanced development: evolution, essence, conditions of application. Scientific Bulletin of Uzhhorod National University<\/em>, 2 (24), 37-42 [in Ukrainian].<\/li>\n
  9. Kolbushkin, Y.P. (2018) Features and marketing trends in the development of the brewing industry of Ukraine. Problems of system approach in economy<\/em>, 6 (68), 205-210 [in Ukrainian].<\/li>\n
  10. AB InBev EFES (2022). Official web-site<\/em>. Retrieved from https:\/\/abinbevefes.com.ua\/ [in Ukr.].<\/li>\n
  11. Rozumei, S. B, Yudenko, G. Yu. & Goncharova, O.A. (2020). Current trends in the use of trade marketing in manufacturing and trading companies. Problems of system approach in economy<\/em>, 1 (39), 107-117 [in Ukrainian].<\/li>\n
  12. Savitskaya, N. L., Pryadko, O. M. & Sirous, M. V. (2017). The influence of trade marketing tools on consumer choice, 2, 293-303. Retrieved from https:\/\/elib.hduht.edu.ua\/handle\/123456789\/1828 [in Ukrainian].<\/li>\n
  13. 13. SA-GRI (2018). How to organize effective trade marketing in your company. Retrieved from https:\/\/sa-gri.ru\/uk\/business-plan\/treid-marketingovye-instrumenty-kak-organizovat.html [in Ukrainian].<\/li>\n<\/ol>\n

    [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Received:<\/strong> 02 June 2022<\/p>\n

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    Torianyk Zh., Shevchenko V., Benbenok A. (2022). Improvement of the trade marketing system at beer industry companies. Modern Economics, 33(2022), 125-131. DOI: https:\/\/doi.org\/10.31521\/modecon.V33(2022)-16.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
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    [vc_row][vc_column][vc_column_text] JEL Classification: F13; F17; M31; O24; P46. DOI: https:\/\/doi.org\/10.31521\/modecon.V33(2022)-16 [\/vc_column_text][vc_column_text]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,
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