MARKETING INITIATIVES TO INCREASE SALES FOR BAKERY ENTERPRISES

The article includes the analysis of the theoretical and practical aspects of sales promotion tools. The main measures that include sales promotion are highlighted. The main stages of the organization of sales activity of the enterprise are determined. The essence and main tasks of sales policy are considered. The peculiarities of sales activity of bakery enterprises are revealed. The characteristic features of bakery products as a product are revealed. Consumer demand for bakery products during the day was investigated. Factors that influence consumer behavior when buying bakery products are studied. Bakeries should pay the most attention to the quality of manufactured products: composition, freshness and appearance, as well as make sure that their products are widely available to consumers. It is established that monopolistic competition prevails in the domestic market of bakery products. The main leaders in the market of bakery products of Kyiv and Kyiv region have been identified: PJSC KyivKhlib, LLC Khlibny Holding Khlibni Investytsii, and PJSC Concern Khlibprom. According to research, PJSC «KyivHlib» for many years remains the largest producer of bakery products in Ukraine. This company occupies the largest share of the regional market of bakery products — about 15%. Statistical data on the dynamics of changes in the market share of the largest bakery enterprises in Kyiv and Kyiv region during 2016–2020 are presented. The peculiarities of sales activities of bakery enterprises are revealed on the example of PJSC «KyivHlib», and the implementation of marketing measures designed to improve the sales activities of bakery enterprises is proposed.