Development of Marketing Mix Elements on the Example of a New Group of Products of a Light Industry Enterprise

The study is devoted to the study of modern vectors the implementation of the marketing mix within the framework of implementation of a particular product. In particular, the author formulated important recommendations in the practical realization of the marketing mix in case of creating a new group of products of light industry. Relevant research in the analyzed sector are few, which makes the work relevant in terms of strategic demand increases for this category of goods. During the research the author applied the following methods: 1) theoretical justification of the proposed tools of the marketing mix; 2) integrated analysis of financial and economic activities of the company; 3) comparative analysis of competitors on various grounds; 4) surveys of potential consumers of new products. The methods used allowed the author to systematically justify proposed to implement the tools of the marketing mix for a particular company. The main practice-oriented result of this paper is to formulate specific recommendations for implementing the four basic elements of the marketing mix (product, price, promotion, distribution). In addition, one of the steps in the preparation of this work was to study the preferences of the potential consumers of the new goods in the form of a survey, the results of which helped to correct the main vectors of implementation of tools of the marketing mix.