Формування елементів політики просування професійного ресторанного обладнання

Abstract

Розглянуто сучасний стан і тенденції розвитку ринку закладів ресторанного господарства. Визначено основних споживачів ринку професійного обладнання для ресторанів та досліджено модель бізнесу середнього роздрібного підприємства цієї галузі. Проаналізовано методи просування ресторанного обладнання на ринку України в умовах жорсткої конкуренції. Після аналізу сучасних каналів маркетингових комунікацій компанії «Комплекс Проект» запропоновано розширяти цільову аудиторію та тестувати нові канали просування товару або інформування споживачів.

The article considers the current state of restaurant establishments in the context of a pandemic. Trends in the development of the restaurant industry are analyzed. Methods for adapting restaurant establishments when introducing restrictions in their work are studied. The main solutions to overcome the crisis to ensure the existence of restaurant establishments are identified: organization of well-coordinated work of fast order fulfillment with subsequent contactless transfer from the kitchen through the delivery window; ensure compliance with sanitary standards, increase the level of personal protection for employees and carry out more frequent sanitation of equipment. The analysis of the state of restaurant establishments has been carried out in Kharkiv. The main marketing measures that ensure the competitiveness of a restaurant establishment are identified. An indicator of return on marketing investment is proposed for calculating the effectiveness of marketing activities. The expediency of introducing seasonal promotions or offers within the framework of advertising campaigns of enterprises that sell equipment for the HoReCa sector is justified. The image of consumers of the market of professional equipment for restaurants is formed and the business model of a medium-sized retail enterprise in this industry is studied. Methods of promoting restaurant equipment in the Ukrainian market in conditions of fierce competition have been analyzed. The complex project enterprise was selected to analyze the seasonality of demand. Seasonality and high competition in the industry affect the sale of restaurant equipment, so the ideas of attracting an audience and encouraging the purchase of certain equipment in the cold season are considered. The article examines the communication channels of the Complex project LLC enterprise. It was found that the following communications are used to attract customers: email distribution to the customer database, calls to customers, SMS distribution, attracting the Viber community, and targeted advertising through the social network Facebook. After analyzing modern marketing communication channels, Complex project company is proposed to expand its target audience and test new channels for product promotion or consumer informing. It is necessary to focus the attention of the target audience of customers on the convenience, high quality and practical character of various types of equipment, as well as on the price availability of the product during promotions.