DIGITAL TOOLS FOR PROMOTING CONFECTIONERY PRODUCTS OF DOMESTIC PRODUCERS ON INTERREGIONAL MARKETS

Tatiana Berg; Ekaterina Belonogova

UDC

339.371.5

CSCSTI

06.75 06.81

Russian Trade and Bibliographic Classification

7818

VAK Russia

5.2.3

DIGITAL TOOLS FOR PROMOTING CONFECTIONERY PRODUCTS OF DOMESTIC PRODUCERS ON INTERREGIONAL MARKETS

Published in Trade, service, food industry · Pages 66–79 · Rubric: Innovative technologies in the service sector

Received: 21.10.2024 Accepted: 23.11.2024 Published: 30.01.2025

Authors

Tatiana Berg

Ekaterina Belonogova

ORCID

Tatiana Berg

Academic degree: candidate of economic sciences

Science rang: docent

Siberian Federal University Associate Professor · Department of Trade and Marketing · Russian Federation · Krasnoyarsk

Ekaterina Belonogova

Academic degree: candidate of economic sciences

Science rang: docent

Siberian Federal University docent · Russian Federation · Krasnoyarsk

ORCID

ABSTRACT

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.

KEYWORDS

sales system, market model, inter-regional markets, confectionery products, online trade, marketplace, promotion tool, B2C, B2B, B2G

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GOST

Berg T. I., Belonogova E. V. DIGITAL TOOLS FOR PROMOTING CONFECTIONERY PRODUCTS OF DOMESTIC PRODUCERS ON INTERREGIONAL MARKETS // Trade, service, food industry. 2025. no. 1. pp. 66-79. (Date of access 06.09.2026).

MLA

Tatiana Berg, Belonogova E. V.. "DIGITAL TOOLS FOR PROMOTING CONFECTIONERY PRODUCTS OF DOMESTIC PRODUCERS ON INTERREGIONAL MARKETS." Trade, service, food industry 5.1 (2025): 66-79.

APA

Berg T. I., Belonogova E. V. (2025). DIGITAL TOOLS FOR PROMOTING CONFECTIONERY PRODUCTS OF DOMESTIC PRODUCERS ON INTERREGIONAL MARKETS. Trade, service, food industry, 5(1), 66-79.

Chicago

Tatiana Berg, Belonogova E. V.. "DIGITAL TOOLS FOR PROMOTING CONFECTIONERY PRODUCTS OF DOMESTIC PRODUCERS ON INTERREGIONAL MARKETS." Trade, service, food industry 5, no. 1 (2025): 66-79.

WIKI

{{cite journal | author = Berg T. I., Belonogova E. V. | title = DIGITAL TOOLS FOR PROMOTING CONFECTIONERY PRODUCTS OF DOMESTIC PRODUCERS ON INTERREGIONAL MARKETS | journal = Trade, service, food industry | year = 2025 | volume = 5 | issue = 1 | pages = 66-79 }}

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