STRATEGIC APPROACH TO PROMOTION OF CONSTRUCTION PRODUCTS IN THE MARKET

Abstract

Abstract. Objectives The aim of the study is to develop a system of practical measures to ensure the most effective promotion of construction products to the market. Method During the process of research, methods of logical, statistical and comparative analysis as well as expert evaluations were used. Results Analysis and assessment of the construction market situation enabled a group of factors that affect the sales of construction products – in particular, building materials – to be identified, which constituted an empirical basis for developing a strategy for their promotion, aimed at maximum satisfaction of solvent demand and profit. It is determined that as an instrument of the communication policy of a construction enterprise, the promotion of construction products is a system of incentive measures and techniques designed to stimulate sales. A characterisation of the promotional system of construction products as an instrument of marketing communications is presented, revealing the target dependence of measures to stimulate sales from stages of the life cycle. The criteria for selecting the promotion channels have been systematised, serving as the basis for the strategic approach to the organisation of the distribution logistic system in construction and the steady positioning of construction products on the market. Conclusion A strategic approach to the promotion of construction products in the market ensures the creation of a system of effectively integrated marketing communications, implemented in the form of a strategic bridging partnership. Realisation of the strategy of construction product promotion comprises a reliable basis for strengthening the market positions of construction companies under the harsh conditions of a competitive environment.

Keywords

• construction products
• market
• promotion
• strategy
• methods