Маркетингова комунікаційна політика виноробних підприємств України в умовах воєнного часу

Abstract

В статті розглядаються питання, пов’язані з просуванням вітчизняних виноробних підприємств в умовах воєнного часу. Встановлено, що війна спричинила ряд проблем, які сильно загальмували розвиток виноробної галузі України. Досліджено основних гравців цього ринку. Встановлено, що виробники в масовому сегменті широко застосовують ATL та BTL заходи, в преміальному сегменті, використовуються інші інструменти маркетингової комунікаційної політики. Тут застосовується більш індивідуальний підхід з більш вузькими каналами просування на відмінну від мас-маркету. Також в роботі проведено аналіз конкурентоспроможності деяких торгівельних марок, та встановлено, що наразі лідером в преміальному ринковому сегменті є підприємство «Колоніст». Зауважено, що для ефективної комунікації із споживачем необхідно чітко уявляти його аватар. Авторами дослідження запропонований механізм побудови маркетингової комунікаційної політики виноробних підприємств. Наголошено на тому, якими способами можна здійснювати ефективну комунікацію із споживачем в умовах воєнного часу.The article deals with issues related to the promotion of domestic wineries in wartime conditions. It has been established that the war entailed a number of problems that greatly slowed down the development of the wine industry in Ukraine. It has been established that it is not enough to simply maintain the quality characteristics of products and set an acceptable price for the product, it is necessary to constantly enlist the commitment of consumers, taking into account their basic needs and wishes. Success in this market today is due to a properly developed promotion strategy and a successfully used complex of marketing communications. The development of the winemaking market until February 24, 2022 is being considered. It is established that wine imports exceed exports. Statistics show that there is a tendency to reduce the production of wine products. About 40 wine-producing enterprises operate on the Ukrainian market, 15 of them occupy a market share of 76%. An analysis of the competitiveness of the main market players was carried out. It has been established that almost all enterprises have approximately the same indicators, they all pay enough attention to the development of their brands, are responsible for the quality and taste of products. The Ukrainian wine market is represented by companies that focus on both the middle price segment and the premium price segment. Studies show that 99% of the market consists of mass commercial products of the middle price segment with active promotion. In mass segment advertising campaigns, traditional promotion channels are mainly used: ATL, BTL. The main factors influencing the construction of effective communication with the consumer are determined. It has been determined that Ukrainian wine producers TM "Kolonist" and TM "Wines of the Guliyevs" promote their wines as "elite wines of Ukraine", appeal to family values and focus on the personal PR of the winemaker-owner. Wine is a specific product, the benefits and properties of which can only be appreciated by tasting it. Therefore, producers are trying to acquaint the consumer with the interesting world of Ukrainian wine. The authors of the study proposed a mechanism for building a marketing communication policy for wineries. It has been proven that when working with the mass segment, the main focus should be on merchandising events, work very closely with supermarkets, and hold events aimed at increasing interest in these products: work on brand identity, advertising creatives, design, and inexpensive packaging. It has been established that in order to attract a younger audience, it is necessary to carry out work on social networks, including the use of TikTok. It is argued that communication in the premium segment should be based on the fact that the buyer does not buy a product, he buys emotions, history, mystery, uniqueness. The need for cooperation with such a large consumer as HoReCa is discussed. The uniqueness and prospects for the development of wine tourism in Ukraine are considered. Existing experience is described. It is noted that under martial law, communications that emphasize and reflect the participation of such enterprises in the approach of victory will have a positive effect.