Formation of the product strategy for brand development of an enterprise in the oil and fat market

Abstract

The significance of product strategy in shaping the competitiveness of a company’s brand in the oil and fat market has been assessed. The relevance of the study is driven by the need for enterprises to adapt to dynamic market changes, increasing competition, rising environmental requirements, and evolving consumer preferences. The key factors influencing the effectiveness of product policy have been identified, including product differentiation, adaptability to global trends, and the integration of digital technologies. 

The purpose of the study is to substantiate approaches to the development of an effective product strategy for brand growth in the oil and fat market, taking into account modern trends, consumer demands, and the competitive environment. Methods. The methodological basis of the study is a systematic approach that allows for a comprehensive assessment of the impact of internal and external factors on brand positioning. Methods of structural analysis, comparative assessment, and content analysis have been applied to identify key challenges and trends in the development of product strategies in the industry.

Results. Key issues hindering effective brand positioning have been identified, including raw material market instability, insufficient innovation activity, weak integration of digital marketing communications, and regulatory restrictions on entering international markets. It has been proven that enhancing brand competitiveness requires the implementation of adaptive pricing, product diversification, logistics process automation, and the adoption of modern approaches to product policy management. The feasibility of implementing international quality standards such as ISO 22000 and HACCP has been substantiated to strengthen the positions of enterprises in domestic and foreign markets. 

Conclusions. The proposed measures can be used to optimize production processes, increase consumer trust, and expand brand presence in the digital environment. Future research prospects include analyzing the impact of personalized marketing strategies on consumer behavior, applying artificial intelligence to predict demand changes, and evaluating the effectiveness of innovative solutions in product policy management.