INTERNATIONAL MARKETING INFORMATION TECHNOLOGIES OF CORPORATE BRANDING MOBIL: PLANNING, PRODUCT POLICY, PRICING

Abstract. The marketing activity of «MasloTrade» LLC, which operates in the field of promotion and distribution of lubricants in the markets of Ukraine, was analyzed. It has been established that the innovative high margin Flagship product is not mainstream, due to its high price in simple comparison with a similar product, and therefore it is quite logical that the Premium segment is the largest. It was determined that the possibility of engineering support from the distributor company should be included in the additional terms of supply. These aspects are taken into account in industrial branding. The sales structure of «MasloTrade» LLC according to the FPS approach, the structure of the range of lubricants of the Mobil brand in 2021 according to PVL, CVL and IND lines were evaluated. The average sales price of MasloTrade LLC for 2021 was determined. It is noted that lubricants from the Flagship segment have a significantly higher price compared to other segments. This confirms the earlier data that these are innovative, ecological and high-margin lubricants. Market segmentation was carried out using modern information technologies in two stages: macro- and micro-segmentation. It was established that the following three segments were distinguished by the type of activity, frequency and volume of purchases: agricultural farms and holdings; enterprises of the metallurgical industry; mining and mining processing enterprises. Keywords: information technologies, international marketing, corporate branding, planning, pricing, product policy.