USING BUSINESS ANALYTICS TOOLS TO OPTIMIZE THE MARKETING PRODUCT STRATEGY FOR VEGAN PRODUCTS

The article explores the potential use of business analytics tools for optimizing the marketing product policy of vegan products. It examines the theoretical aspects of product policy and its role within the marketing mix. The study analyzes modern approaches to shaping product policy in the context of vegan products. Business analytics tools used to optimize marketing product policy are reviewed. Leading global vegan brands are investigated. The article proposes an approach to evaluating the effectiveness of vegan brands' product policies, considering current marketing trends in the FMCG sector. A rating assessment of popular business analytics tools is presented.