Российский рынок продукции агропромышленного комплекса: возможности брендинга для отечественных производителей

Известия горского ГАУ, Россия. 2015. Т. 52. № 4. С. 280–284.

Kusraeva O.

The article analyzes the current situation in the market of agricultural products, that was formed by the establishment of Russia's food embargo in response to Western sanctions. The study raises the problem of the necessity of the Russian Federation for achieving food independence through import substitution. The article describes the factors constraining the development of the domestic companies of the agricultural sector. The strategic importance of marketing, especially, of branding and its tools, in solving problems of import substitution is defined in the study. 

Granting the limited duration of the food embargo, as well as the fact that the products produced by the countries - partners in the Eurasian Union have excellent quality features and a high degree of loyalty among Russian consumers, it is considered to be actual for domestic producers to strengthen their positions in the perception of the consumers. For interactions with customers marketing tools play crucial role, provided wise and timely application they convey differentiating features of the company, which present value for a particular group of strategic partners through various channels of information activity.

The article focuses on the researches of both foreign and domestic authors and aimed at finding opportunities for the application of existing approaches, methods and practices to Russian realities. Considering the trends of foreign experience, it was found that in modern conditions one of the most important marketing tools in the market of agricultural products is branding. It also acquires a special significance in a rapidly changing market environment, and under conditions of the need to solve the problems of import substitution as a way of strengthening the position of Russian companies in the market of agricultural products.

Keywords: продовольственная безопасность, брендинг, маркетинг, импортозамещение, marketing, agriculture, food security, Branding, import substitution