MARKETING MEASURES REGARDING THE FORMATION OF THE COMPANY’S PRODUCT PORTFOLIO

The article states that the product is a binding component in the interaction between the enterprise and the consumer. The company's product portfolio is a reflection not only of the entire set of products as a product range, but also of the relationship between products and groups of products. The author analyzed the methods of product portfolio formation and grouped them into three main groups: methods of consumer preferences, methods of economic and portfolio analysis. The «Na zdrovya» trademark of «Lustdorf» LLC confidently leads the rating of the most popular among consumers of long-term storage milk, and the products under the «Selyanske» trademark have no analogues in Ukraine in terms of their consumer qualities. In the article, the commodity units of Lustdorf LLC were formed into separate commodity groups for easier analysis and characterization of the company's commodity policy. The bulk of production is milk and dairy products. To analyze the product portfolio of Lustdorf LLC, the author used the ABC analysis method. According to the results of the analysis of the assortment of Lustdorf LLC using ABC analysis, the types of products were divided into the following categories: milk — group A (items that give 80% of sales revenue); cream — group B (positions that give the next 15% of revenue); kefir, vegetable milk, butter, ryazhanka, milkshake, yogurt — group C (items that remain and bring the last 5% of revenue to the enterprise). According to the results of the analysis of the product line of Lustdorf LLC, three types of products with the potential to increase investments and implement marketing measures based on this segment were identified: vegetable milk, ryazhanka and yogurt. The author compared the size of the ryazanka and yogurt markets and determined that the yogurt market is 7.79 times larger than the ryazanka market. The author made a conclusion about the expediency of investing and intensifying marketing activities in the direction of the product group of yogurts in order to increase the volume of sales and profit of the enterprise.