DEVELOPING AN EFFICIENT STRATEGY OF A NEW PRODUCT PROMOTION

The authors explore the development of an efficient strategy to promote a new product in the ice cream market of Ukraine, taking as an example the leading manufacturer LLC "Lasunka". Using a new product of icecream "Stakan-Velykan", the development strategy has been proved, as well as low-cost quality strategy. The feasibility of the selected strategies to promote a new product in the market has been analyzed.