The dissertation work justified theoretical provisions, methodological and practical recommendations for managing organic products in domestic and foreign markets.
The first section of the dissertation summarizes and improves organic promotion management's theoretical foundations. The current scientific approaches to understanding the essence of organic promotion management as an economic category were considered, and the interpretation of the definition «management of organic products promotion» was proposed. These consist in the gradual application of functional and process approaches, which, unlike others, allow us to form a constant interaction of management functions in implementing a system of measures to achieve goals for the promotion of organic products to potential consumers in terms of increasing social and environmental responsibility. In such an approach, it is emphasized that organic products are environmentally friendly. The manufacturer has ensured compliance with relevant quality standards and has a supporting certificate, allowing the appropriate logo or labeling on the packaging of finished products. The process of promotion of organic products is considered not only as a form of messages used by the enterprise to inform, remind and convince potential buyers to make a purchase but also as a series of measures aimed at continuous monitoring of consumer’s tastes and priorities changes in product selection and instant encouragement of a customer to purchase these products.
In the process of research, it is substantiated that to manage the promotion of organic products, it is advisable to apply functional and process approaches, which together can provide continuous interaction of management functions (forecasting, planning, organization, motivation, stimulation, monitoring, and control) in the promotion of organic products on domestic and foreign markets, as well as sales opportunities, taking into account the characteristics of organic products, product life cycle and the relationship with customers. Additionally, it is argued that the promotion of organic products will differ depending on the type of products, particularly products of primary production, secondary processing, and finished packaged products. Therefore, suggested using a logistic approach to the formation of priority tools in the promotion of organic products on the market, aimed at building effective sales channels between all participants (producers, processors, enterprises involved in the sale of organic products, intermediaries, transport companies, and consumers), especially when entering the foreign market.
For the purpose of improving the process of managing the promotion of organic products and taking into account the requirements of modern society, it is proposed to take into account digitalization, consisting in the use of modern tools to establish information and communication space with the consumer through electronic means, in particular, the Internet, mobile and computer technology, and others.
In the course of the dissertation research, the main methods of managing the promotion of organic products, that are based on the integration of management methods, marketing activities, and digitalization, and form the basis of scientific and methodological support for managing the promotion of organic products were generalized and systematized. To effectively promote organic products following their characteristics of growing, manufacturing, processing, and transportation, it is proposed to use tools divided into tools of the marketing mix complex (brand name, shelf life, packaging, discounts, sale, lending, neuromarketing, sales channels, transportation, advertising, sales promotion, personal sales, public relations, direct marketing, pieces of training, individual meetings, master classes, product search, exchange, exhibition, excursion, and others) and digitalization tools (website, social media, slide presentation, video, mobile applications, blockchain, chatbots, SMM, 3D visualization, QR code), which together make it possible to create a clear and robust connection between critical messages from the producer of organic products to the consumer.
