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Formation of a marketing strategy for promoting a retail enterprise’s private labels (based on materials from “TAVRIYA-V” LLC)
(Khmelnytskyi National University, 2025) Tang Huiping
The first chapter of the thesis presents the theoretical foundations of developing marketing strategies for promoting retail enterprises’ brands. It explores the concept of a marketing strategy, various approaches to its formation, and the characteristics of different types of retail brands. The second chapter analyzes the trends in the development of Ukraine’s retail market in terms of store formats, key market players, performance indicators, major trends and challenges, as well as the organizational and economic characteristics, financial performance, product range of private labels, and the specific features of the marketing promotion policy of LLC “TAVRIA-V”. The third chapter proposes a marketing strategy for promoting the private labels of LLC “TAVRIA-V”. It substantiates the selection of strategic components based on a consumer survey conducted among customers of LLC “TAVRIA-V” stores, develops the marketing promotion strategy itself, and introduces a co-packing system as an integral part of the private labels marketing strategy implementation. The results obtained in the form of proposals can be implemented in the business activities of “TAVRIYA-V” LLC.