MARKETING GROUNDING OF INTRODUCTION OF INNOVATIVE FOOD PRODUCTS INTO THE MARKET

Abstract

The article is devoted to marketing grounding of introduction of innovative products into the national market (exemplified by lactic cheese with pumpkin). Based on the obtained results of analysis of the condition and tendencies of milk and milk products market, a competitive analysis, analysis of consumer preferences and marketing environment, the commodity-innovative solution has been founded for a dairy milk processing plant, and such solution is a necessary condition for its development in difficult social and economic conditions; and a typical model of marketing collateral to bringing lactic cheese with supplements into the market has been developed.