Promotion of the Global Mobil Brand: Information Technologies in Marketing, Analysis of Marketing Activities

• Autorzy: Serhii Kasian , Kateryna Pilova , Yurii Makukha
• Języki publikacji: EN

Abstrakty

EN

A number of specialists consider the corporate brand as an addition to the product, which allows for its comprehensive identification and differentiation in the field of competitive communication business interaction. Within the framework of the concept of industrial brand development, the application of marketing information technologies, a number of research companies offer identity models based on the general theory of branding, but at the same time taking into account the peculiarities of industrial marketing. It is important to evaluate the effectiveness of marketing programs for the promotion of branded goods, which is based on key indicators of marketing activity. Key performance indicators KPI (Key Performance Indicators) help to assess the achievement of strategic goals. KPIs can be determined using the Business Intelligence system, providing an opportunity to assess the state of strategy execution in real time. In 1999, MasloTrade LLC, Ukraine signed a distribution agreement with ExxonMobil Corp. for the supply of Mobil brand fuel and lubricants to the Ukrainian market. The dynamics of sales volumes of the MasloTrade company during 2017-2021 were analyzed. The volume of sales of Mobil products by areas of application - PCI (consisting of PVL, CVL and IND) during 2017-2021 was determined. The volume of sales in priority sub-sectors during 2019-2021 was analyzed. The emergence and development of the Mobil brand in the global and regional market was studied spacious. An IFAS analysis of the internal environment of MasloTrade LLC was conducted in January 2022. According to the results of the marketing analysis of the company's activities, it is advisable to determine the need to increase recognition of the Mobil brand among consumers of lubricants in the industrial market of Ukraine thanks to the use of information technologies in international marketing.(original abstract)

Słowa kluczowe

EN

Promotion; Brand; Information and Communication Technology (ICT); Marketing

PL

Promocja; Marka; Technologie informacyjne i telekomunikacyjne; Marketing

• Czasopismo: Scientific Journal of Bielsko-Biala School of Finance and Law
• Rocznik: 2022
• Numer: nr 4
• Strony: 145--150

Twórcy

autor

Serhii Kasian

• Dnipro University of Technology, Ukraine

autor

Kateryna Pilova

• Dnipro University of Technology Dmytra Yavornytskoho avenue, 19, Dnipro - Ukraine

autor

Yurii Makukha

• Dnipro University of Technology, Ukraine

Bibliografia

• Branding in industries and areas of business (2021). URL: https://stud.com.ua/63311/marketing/brending_galuzyah_sferah_biznesu
• Brand history. The official website of MasloTrade LLC (2021). URL: https://maslotrade.com/istoriya-exxon-mobil/
• Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH. Worldwide. Ukraine (2022). URL: https://www.giz.de/en/worldwide/32413.html
• Desjardins Jeff (2017). Chart: The Evolution of Standard Oil. URL: https://www.visualcapitalist.com/chart-evolution-standard-oil/V
• ExxonMobil's corporate resource for EAME (2022). URL: https://dnet.mobil.com/ua/
• Information about the company. The official website of MasloTrade LLC (2022). URL: https://maslotrade.com
• Kasian Serhii, Makukha Yuriy, Soloninko Elvira (2022). Information support for international marketing strategic planning, pricing of Ukrainian enterprises under martial law. Bulletin of Lviv University. The series is economical. Issue 62. P. 235-248. URL: http://surl.li/eptgc DOI: http://dx.doi.org/10.30970/ves.2022.62.0.6218. ISSN 2078-6115
• Kasian S., Makukha Yu. (2020). Formation of conscious behavior of the company taking into account modern information technologies in marketing. Marketing and logistics in the management system: theses of reports of the XIII International Scientific and Practical Conference. Lviv: Lviv Polytechnic Publishing House. P. 60-62. ISBN 978-966-941-499-1
• Kasian S. Ya., Didkovska V. S. (2018). Brand as a marketing communication tool influencing the cognitive space of the consumer. The current state and prospects for the development of economics, accounting and law: a collection of abstracts of reports of the International Scientific and Practical Conference (Ukraine, Poltava, May 14, 2018): at 5 p.m. Section 16. Marketing. Ukraine, Poltava: TSFEND. Part 3. P. 43-45 (59 p.). URL: http://www.economics.in.ua/2018/05/3.html
• Kotler P. (2018). Marketing 4.0 From traditional to digital / Philip Kotler, Hermavan Katarajaya, Yivan Setiavan; trans. from English K. Kunytska and O. Zamayeva. K.: Ed. KM-BUKS group. 208 p.
• Organization for Security and Co-operation in Europe (2022). URL: https://www.osce.org/
• Basic metrics and KPIs in Internet marketing (2022). URL: https://ideadigital.agency/blog/osnovni-metriki-i-kpi-v-internet-marketingu/

Identyfikatory

DOI

10.19192/wsfip.sj4.2022.23