MARKETING TOOLS OF COMPANIES IN THE PLANT PROTECTION PRODUCTS MARKET

Abstract

The article examines the essence and specific features of the application of marketing tools in the plant protection products (PPP) market under the current conditions of transformation of the agricultural sector of Ukraine. The purpose of the article is to study the essence and structure of marketing tools in the plant protection products market and identify areas for increasing the efficiency of their use in the conditions of development of the agricultural sector of Ukraine. The study analyzes the peculiarities of forming the marketing policy of manufacturing companies and distributors of plant protection products, identifies the key elements of the marketing mix, and substantiates the directions for improving the efficiency of their application. Special attention is paid to digital marketing tools, the development of long-term partnership relations with agricultural producers, and the strengthening of the service component. Recommendations for improving the marketing activities of enterprises in the plant protection products market of Ukraine are proposed. The modern development of the agricultural sector of Ukraine is characterized by a high level of competition, active integration into global markets, and increasing requirements for the quality of agricultural products. Under such conditions, the effective use of plant protection products becomes one of the key factors in ensuring stable crop yields and product quality. The plant protection products market is one of the most dynamic segments of the agricultural market, characterized by a high level of innovation, significant dependence on imports, active competition between international and domestic companies, as well as the growing role of marketing tools in shaping the competitive advantages of enterprises. In this regard, there is a need to study modern marketing tools applied in the plant protection products market and to determine directions for improving the efficiency of their use.