ADDITIONAL EFFECTS OF PRODUCT MANAGEMENT IMPLEMENTATION IN B2B COMPANY

The search for ways to increase competitiveness in the markets for industrial goods, in particular the flexible packaging market, necessitates the introduction of new functions such as, for example, product management that does not require significant investments, but allows for a number of effects that are the subject of the study of this article. The purpose of the article is to reveal additional effects from the implementation of the function of product management in the marketing activities of the distributor of B2B segment on the example of economic activity of LLC "Manuli Ukraine Ltd.". The investigated enterprise is engaged in the distribution of transport flexible packaging (stretch film, polyolefin film, adhesive tape) and introduced the function of product management for 2015-2017 years. Among these additional effects are the growth of sales volumes to existing customers, the growth in sales due to cross-selling, the increase in the sales of each particular sales manager, the implementation of new types of products, the growth in the number of new customers, the optimization of the product portfolio of the company. On the example of LLC "Manuli Ukraine Ltd" an assessment of these effects was carried out. Thus, the company managed to increase the volume of sales of special packaging equipment, to add new types of films for the needs of agrarian enterprises to the assortment, to increase sales results in general and each manager separately, to increase the number of clients, to develop unique offers for different clients, which allowed to increase cross-selling sales, to optimize the structure of the product company portfolio. On the basis of the system of the obtained effects, we can develop a system of key indicators of the effectiveness of such a specialist, which is the subject of further research. Thus, the implementation of the product management system at Manuli Ukraine Ltd. is completed on a practical level and in line with current international practices.