AGROBRANDING AS A TOOL FOR SALE OF AGRARIAN COMPANIES PRODUCTS

Abstract

The purpose of the articles. The investigations of the main trends in the production and sale of agricultural products by agricultural companies of Odessa region and substantiation of promising tools to increase sales and income of business entities in the agricultural sector of the national economy are the main objectives of this scientific work.

The scientific novelty is to expand the methodological principles of key elements  complementarity of and to determine the functions of agro-branding as a modern tool for increasing sales of agricultural products and improving the performance of business entities in the agrarian sector.

Studies have shown that despite the strong economic potential, the agricultural sector of Odessa is characterized by negative trends, among them are: reduced production and sales of agricultural products, reduced efficiency of agribusiness, low performance in the ranking of regions of the country by national agricultural production.

In the course of the research the acquaintance with the leading world and domestic practice of activization of sales activity of business structures was carried out. The separation of agro-branding as the main promising tool for solving the problem of increasing sales of agricultural enterprises in the region have been result of these researches.  The analysis of the value content of the world's leading agricultural companies showed that the brands of companies engaged in agrobiotechnology, digital agriculture, vegetable protein production, and food processing of agricultural raw materials have the greatest value now. Marketing research of the food market of Odessa has shown rather limited set of the agrobrands presented by the companies of Odessa region. This confirms the relevance and prospects of development in the direction of improving agro-branding mechanisms for domestic agricultural companies.

Conclusions. The study of modern trends in agribusiness has shown that agro-branding at the present stage can be a promising tool for gaining the loyalty of buyers (consumers), maximizing market share, increasing sales of agricultural products and improving the cost of agricultural companies. Ownership of an agro-brand has a strong potential for productivity and increasing the value of the agar business.