Krasnoyarsk, Russian Federation
from 01.01.2002 until now
Krasnoyarsk, Krasnoyarsk, Russian Federation
UDK 339.371.5 Особые формы продажи, например, продажа по телефону
GRNTI 06.75 Экономические проблемы организации и управления хозяйством страны
GRNTI 06.81 Экономика и организация предприятия. Управление предприятием
TBK 7818 Управление бизнес-процессами. Аутсорсинг
The article considers the approaches of formation of the strategy of promotion of confectionery products of local producers on interregional and foreign markets The relevance of the research and study of peculiarities of realization by the company-producer of confectionery products depending on the market model B2C, B2B, B2G is aimed at increasing competitiveness and innovation activity Product positioning on marketplaces helps to effectively promote products on interregional and foreign markets optimizing promotion strategies and logistics costs. The purpose of the research is to study theoretical and methodical aspects of the organization of product sales on marketplaces, the choice of the optimal channel for the promotion of confectionery products on interregional markets. The Wildberries marketplace has been identified as an effective digital tool for promoting confectionery products for JSC Krascon, providing a wide geographical coverage and a target B2C market. On this trading platform, products are sold primarily through FBO and FBS technologies, ensuring a high volume of traffic and an optimal sales commission.
sales system, market model, inter-regional markets, confectionery products, online trade, marketplace, promotion tool, B2C, B2B, B2G
1. Kulikova, O. M., Suvorova, S. D. (2020). Marketplace: business model of modern trade. Innovative Economics: prospects of development and improvement, 6(48), 50–55.
2. Official site Federal State Statics Service of the Russian Federation: industrial production. [Electronic source] URL: https://rosstat.gov.ru/enterprise_industrial (Date of access: 08.10.2024).
3. Review of the Russian market of confectionery products, 2023 (2024). Russian Food Market, 1. [Electronic source] URL: https://foodmarket.spb.ru/archive/2024/222980/222984/?ysclid=m1rq03aeqz850883170 (Date of access: 08.10.2024).
4. On the situation in the market of confectionery and bakery products in Russia, key trends in the development of the industry and sweet products at the exhibition WorldFood Moscow. [Electronic source] URL: https://world-food.ru/ru/media/news/2024/march/11/konditerskie-i-hlebobulochnye-izdeliya/?ysclid=m29w3boc74609499662 (Date of access: 08.10.2024).
5. Nikolaev, A. A. (2022). Features and prospects of modern promotion of confectionery products in the food market of Russia. Natural-humanitarian researches, 44(6), 225–230.
6. Petrosyan, A. D., Stolyarova, A. N., Botasheva, L. S., Petrosyan, D. S. (2022). Model of product promotion management on regional markets. Journal of Applied Research, 4, 137–131.
7. Gataullin, R. F., Gaynanov, D. A., Safiullin, R. G. (2019). Leveling the spatial polarization of socio-economic development of different-level territorial systems. Ufa, 205.
8. Kordina, I. V., Kruchinin, I. S., Stepanova, V. A. (2022). Strategic alternatives of marketplaces at internationalization of activity. Baikal Research Journal, Vol. 13, No. 1. DOI:https://doi.org/10.17150/2411-6262.2022.13(1).13.
9. Kotler, F. (2017). Fundamentals of marketing: a short course. Moscow : Publishing House “Villame”, 656.
10. Tuan, H. A. (2021). Economic essence of sales activity of the enterprise. Financial markets and banks, 5, 65–69.
11. Goncharenko, M. F. (2017). Organization of the product sales system at industrial enterprises taking into account the sectoral features of the market. Student Science and XXI century, 14, 425–426.
12. Shkurko, P. A. (2017). Sales policy in marketing. Economics and management in the XXI century: development trends, 28, 197–201.
13. Svyatokho, N. V. (2021). Strategy of sales activity of the enterprise: essence, types, principles of formation and management. Scientific Bulletin: Finance, Banks, Investments, 1, 152–161.
14. Kolgan, M. V. (2019). Evolution of views on the theoretical and conceptual foundations of the goods movement system in the distribution channel. Practical Marketing, 8(270), 15–21.
15. Official website of JSC “Kraskon” (2024). [Electronic source] URL: http://www.kraskon.ru/ (Date of access: 08.10.2024).
16. Chechestev, L. I. (2022). Technologies of digital marketing in confectionery companies in modern conditions. Trade, service, food industry, 3, 213–221. DOI:https://doi.org/10.17516/2782-2214-0059.
17. Internet-trade in Russia 2024. [Electronic source] URL: https://datainsight.ru/ (Date of access: 12.10.2024).
18. Zhironkin, S. A., Zhironkina, O. V. (2022). Review of digital marketing channels in the system of B2B communications. Trade, service, food industry, 2, 153–161. DOI:https://doi.org/10.17516/2782-2214-0053.
19. Tatarintseva, S. G., Voronova, K. A., Eftina, D. A. (2021). Key factors in choosing a marketplace to promote financial transactions and commodity retail product. Innovative development of economy, 2-3 (62-63), 190–200.
20. Foodstuffs / Baked goods and sweets / Candies. MPSTATS analytics service: official site (2024). [Electronic source] URL: https://mpsellers.pro/ozon/category?url (Date of access: 08.10.2024).
21. ByTeam EMB. The Ultimate Guide to Regional Marketing Strategies. [Electronic source] URL: https://blog.emb.global/regional-marketing-strategies/#building-buyer-personas-for-your-region-s (Date of access: 10.10.2024).
22. How to sell food in 2024. [Electronic resource] URL: https://www.insales.ru/blogs/university/kak-prodavat-produkty-pitaniya?ysclid=m267g5uved520539439 (Date of access: 12.10.2024).
23. Belonogova, E. V., Berg, T. I., Churaeva, A. V. (2022). Methodology for assessing the competitiveness of trade enterprises. Vestnik of Samara State University of Economics, 7(213), 19–32. DOI:https://doi.org/10.46554/1993-0453-2022-7-213-19-32.
24. Mittal, P. Sales Promotion in International Marketing. [Electronic source] URL: https://www.artofmarketing.org/sales-promotion/sales-promotion-in-international-marketing/13599 (Date of access: 12.10.2024).
25. Berg, T. I., Leusova, N. A., Bondareva, A. V. (2023). Support for exports of products and services in Krasnoyarsk Krai. Trade, service, food industry, 4, 373–383.
