Abstract

Scientific and methodical approach to the choice of environmental innovations’ promotion strategy to market Promotion of new environmental goods is associated with a high degree of risk which increases under the influence of external factors, market conditions and uncertainty in perception of these products by consumers. The aim of the article. The aim of this article is to determine the sequence of actions on the choice of strategy to promote new environmental products in market conditions. The results of the analysis. Methodical approach to iterative control phase of strategy selection to promote environmental goods, taking into account the relationship of indicators of market conditions, potential businesses, product type and characteristics of target consumers is given in the article. Proposed methodological approach involves seven sequential steps: defining the forecast level of demand for environmental goods, objectives and tasks of the trade to new environmental goods and type (such as goods to which the consumer belongs) analysis to work in the target segment, evaluation of the competitive situation and competition, the definition of adequacy cost of new environmental goods promotion, target market identifying and consumer attitudes to innovation prices. The article is mentioned the following factors influence on the choice of strategies to promote new environmental goods: the overall goals and objectives of the organization, its scope and potential costs of promotion (financial constraints), type and price of environmental goods (attitudes of consumers), market conditions (threats and competition). Analysis of macro and micro indexes, determined in the course of work on each of them makes it possible to draw conclusion about the need to return to earlier stages of the adjusted calculation, recording possible strategies in matrix of decision making. The completed matrix is the basis for choosing the best strategy to promote a new product. Conclusions and directions of further researches. Thus, methodical approach to selecting marketing strategies to promote new environmental goods will help to solve the problem of choosing the optimal strategy based on matching certain task and the real possibilities of manufacturer.

Keywords: marketing strategy, strategy’s choice, promotion, environmental innovation

Cite as: Bilovodska O. & Karpishchenko, M. (2013). Scientific and methodical approach to the choice of environmental innovations’ promotion strategy to market. Marketing and Management of Innovations, 2, 230-241. https://doi.org/10.21272/mmi.2013.2-21

This work is licensed under a Creative Commons Attribution 4.0 International License

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