Values-based marketing strategy: conceptual model of implementation

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Values-based marketing strategy: conceptual model of implementation

Journal Title: Економіка. Фінанси. Право - Year 2019, Vol 1, Issue

Abstract

The key factors, as well as the values that encourage the purchase of fast rotation goods, are considered. It is determined that the maintenance of marketing is due to the client maximal value. The analysis of the key trends that characterize the actual stage of marketing strategy development is realized. On the example of TM «Molokiya» the value pointers of consumers in the selection of dairy products are researched. After selecting the most popular products, the clients of the smallest group are attracted to creativity, as they are impressed by the fact that the use of multilingual substitution is very difficult to remove the existing already existing quantity on the market. Conclusions are also made on the most valuable prices of the goods. Determination of the factors of creativity as one of the elements of innovation competitiveness. It was investigated that consumers' accents for FMCG were significantly shifted from technical and quantitative to qualitative and weak. For companies are not enough to create a quality product, because the so-called "hard characteristics" such as quality, composition of the product, its environmental friendliness, physical and chemical properties have become obligatory attributes for each player in the FMCG-market, including food. In the period of new marketing generation development - marketing 3.0, the question arises to manufacturers to provide additional values for their products, which could become the key factors in making a purchase decision. A semantic differential for the approval of the multimodal submissions for the customer is established. The conceptual model of the implementation of a marketing strategy for companies in the market of FMCG is constructed. The value of consumers, as well as the values laid down in the brand, should cross at every point of consumer contact with the product. As part of the concept of marketing 3.0, which today is most relevant in the studied markets, companies must realize that consumers` behavior have changed, decision making on purchase and consumption prevailing value characteristics, features, emotions, goals and vision. Applying the value-based marketing strategy in the process of development of the company is able to ensure its competitiveness in the markets of fast rotation goods.

Authors and Affiliations

Oksana Mefodiivna Stets, Yevhen Vasylovych Krykavskyi, Anna Yaroslavivna Dmytriv

Keywords

EP ID EP670765
DOI -
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