MARKETING TOOLS FOR FIGHTING AGAINST COUNTERFEITING PRODUCTS OF CEMENT MANUFACTURERS

Abstract

The article examines the problems of marketing aspects of combating counterfeiting of tared cement in the domestic market. The results of the analysis of the cement market show that the main methods of falsifying cement are assortment, qualitative and quantitative, accompanied by the provision of unreliable information. At the same time, the main methods used by manufacturers to combat counterfeiting are technical, legal and marketing measures. The study of marketing aspects in the fight against cement counterfeiting is important, because it is thanks to them that consumers' consciousness is formed, competitive advantages are created for manufacturers and trust in the brand is established. It has been established that cement manufacturers are trying to combat counterfeiting by using the main elements of the 4Р marketing complex. The results of the analysis of the prices of the original and counterfeit goods indicate that the original cement is on average 20% more expensive than the counterfeit. With this in mind, understanding manufacturers' pricing strategies should be an important factor when choosing a product. Manufacturers focus their main emphasis on countering cement counterfeiting on the «Product» element of the marketing complex, in particular, on its packaging and labeling. In general, to protect against counterfeiting, domestic cement manufacturers use embossed packaging, special markings, unique codes or coatings that distinguish the original product. The results of the analysis of the element of the marketing complex for tared cement proved that the most reliable sales channel for original cement is official distributors and all-Ukrainian trade networks. At the same time, small retail outlets often sell fake cement. The main purpose of the measures used by domestic cement manufacturers as part of the «Promotion» element of the marketing complex is to increase consumer awareness of the risks associated with the purchase of counterfeit cement. All applied marketing tools within the 4Р complex allow manufacturers to stand out from competitors and position their products as the safest and most reliable on the market.