Abstract

The aim of an article. The aim of an article is to define main tendencies and to estimate efficiency of the promotion methods at Ukrainian commercial transport market. The results of the analysis. B2B market requires from marketing different approach to clients. This means viewing the basic methods of promotion and their reassessment. In terms of reducing the budget for marketing companies, you need to understand how best to distribute it. Demonstration of technology releases the first place, as it combines work with real clients and advertising capabilities. Exhibition activity plays great role in the marketing activity for market B2B, because it is great chance to demonstrate its new production, groundworks and future plans, both for competitors and target audience. Exhibition activity foresees not only to put poster with materials, it also concerns participation in round tables and conferences, holding within event. A share of exhibitions in marketing budgets in leading Ukrainians companies reaches 31% and ranks second on the effectiveness of promoting market road-building machinery. An important part is to show production techniques, such as trips to partners and the media for factory. Promotional tour is personal advertisement, which gives opportunity to sort out in services and quality, which company gives. An important role for the exhibition activities plays corporate videos. Corporative video is not only the advertisement clip of the company, but also a story about it, its activity, development plans, clients. It is the result of company and personnel work. Much less, compared to B2C market funds spent on Internet advertising. Despite this, the second appeal to consumers through advertising enables impressions to potential customers. About 6% of budget is allocated for Internet-marketing, which includes СЕО-optimization and running of corporative site and pages in social nets. There was opinion that social net is not the best platform for market B2B, and positive experience of foreign companies prove, that one can and need to find his target audience everywhere. But only properly balanced strategy allows the company spent money and get real income. Conclusions and directions of further researches. Analysis of the main promotion methods at the commercial vehicle market allows to reveal main tendencies, which are used at modern stage. Main factor is specific of the market B2B, which foresees more detailed work and not mass character. The topic for further research can be a marketing communication analysis of commercial vehicles on the European market. The ability to use these methods for the domestic market. It is necessary to conduct a research of methods, which can help Ukraine promote vehicles for the European market.

Keywords: promotion methods, commercial vehicles, company image, positioning at market, exhibition activity, corporative journals, promotional tours, corporative films, СЕО-optimization, advertisement

JEL Classification: D83, L10, L19, L64, L91, M31.

Cite as: Gryshchenko, O., Klisinski Ja. & Bilan, M. (2015). Sales promotion methods at ukrainian market of commercial vehicles: analysis, efficiency, prospects. Marketing and Management of Innovations, 1, 167-177. https://doi.org/10.21272/mmi.2015.1-14

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

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