V. Gonchar, O. Bibik. Innovative products as a tool of social marketing.

Abstract

The article highlights the concept of social marketing as a promising component of the economy. Social marketing can be NAMED AS the application of commercial marketing technologies to the analysis, planning, implementation and evaluation of programs aimed TO behavior change of the target audience, with the aim of improving the well-being of the individual and the community Highlighted the modern tool of social marketing – the use of innovation. Therefore, the business entities offered to produce and sell innovative products, namely gluten-free products. The analysis of the world market of this product highlights a list of problems that slow down the growth of the domestic market, namely, the irresponsible use of the marker "gluten-free" on the packaging; the lack of control from the state; poor distribution network; the lack of international certification of Ukrainian products and the low level of knowledge of Ukrainians about the benefits of a gluten-free diet. These issues should be a priority, because the survey among Ukrainians proves that people are willing to pay more money for gluten-free products, insisting that these products must not lose its taste. Next, the paper presents recommendations for the creation of social programs at the enterprises, which is the basis of development of the market of gluten-free products. It is proved that the production and sale of these products will not only contribute to the formation of a positive image of the enterprise, but also increase its competitiveness.