Peculiarities of consumer products branding policy.

Abstract

The paper deals with the theoretical basis of building a branding policy of consumer goods, its elements (distribution, merchandising), the relationship with the complex marketing enterprise, justified visual merchandising activities, on the example of the beer market of Ukraine calculated consumer perception indices of different colors of labels.

The purpose of the work is to determine the features of the branding policy of consumer goods, which determine its essence and impact on the effectiveness of marketing activities of enterprises in the market.

It is brought that the branding policy of enterprises requires a detailed classification of their own place in the complex of the marketing mix, as well as in the General processes of marketing management to determine a set of tools, communication with the strategies of market segmentation, product positioning, brand distancing from competitors, entering the portfolio of brands in the portfolio of strategic business units of the enterprise.

It is proved that the branding policy of consumer goods consists of parts, the first of which under any technological, economic and social conditions of market development should not change (the point of brand positioning in the consumer market); and the second part should be constantly transformed as an inverse reaction to the actions of competitors and changes in macroeconomic factors of the environment (methods of differentiation of the brand from competitors).

It is determined that the criterion of efficiency of branding policy of consumer goods is the coverage of the sales network and the presence of a certain brand in retail outlets. On the example of label color and depending on the structural changes in the beer market of Ukraine, the indices of label colors popularity are determined: orange, green, white, black, red and blue (shown by sales volume reduction), which can be used for rebranding or formation of consumer goods branding policy for food markets.