Some Aspects of Management of the Promotion of Organic Products in Domestic and Foreign Markets

Abstract

The article is devoted to the consideration of the problems of managing the promotion of organic products in the domestic and foreign markets. On the market of European countries, a high and stable demand for organic, ecologically safe food products has formed, while the formation of the domestic market for organic products is somewhat inhibited due to several reasons the low purchasing power of the population and the insufficient level of awareness of domestic consumers about the benefits of products produced by organic technology. At the same time, the structure of organic products presented on the domestic and foreign markets differs significantly: domestic consumers can purchase processed products and finished products, while mainly raw materials produced using organic technology are exported. These factors should be considered in the process of managing the promotion of organic products to form an appropriate marketing and logistics toolkit capable of ensuring the greatest efficiency of producers and traders. Creating a logo that would allow the consumer to identify a specific product from among a few others is important for the formation of a sustainable demand for an organic product. The implementation of a successful marketing policy in the process of promoting such an ecological product should be based on detailed information from the production unit regarding its quality parameters. Features of the implementation of logistics functions in the process of promotion of ecologically safe products are due to the features of organic production and the need to deliver products of appropriate quality to consumers. The domestic market is currently dominated by direct sales. The effective export activity requires the formation of acceptable batches, which often prompts direct domestic producers to transfer sales functions to third-party organizations or traders who can consolidate commodity batches from small producers. Specialized logistics companies also usually have more experience and the infrastructure needed to transport organic products smoothly. The cooperation of domestic producers of organic products can become a tool capable of ensuring effective marketing activities of direct producers without the involvement of third-party organizations. Keywords: organic products, promotion management, sales channels, logistics, sales.