DEVELOPING LOYALTY PROGRAM FOR “CROP MASTER DISTRIBUTION” AT SOYBEAN MARKET

Grytsiv A.A., Spivakovska T.V.,candidate. economy. Science, Associate Professor
National Technical University of Ukraine "KPI"

DEVELOPING LOYALTY PROGRAM FOR “CROP MASTER DISTRIBUTION” AT SOYBEAN MARKET

In the article the contemporary status of ukrainian agriculture is considered, the activity of “Crop Master Distribution” at the soybean market and the services on financing the growing of soybean is analysed. Actuality of the theme is caused by increasing potential of soybean growing and processing, as well as non-sufficient experience in marketing of the enterprises working in the soybean market. The major stages of marketing research with a view of analysis the customers’ loyalty in order to search for the ways to incerase it were defined. During the research the factors of customers’ loyalty were found, the enterprise profile by customers’ loyalty factors was created, and the most effective marketing communication channels were defined. Based on the research results the discont loyalty program has been developed with the purpose to create long-term cooperation between the enterprise and its customers. Besides, the marketing communication mix in the framework of the 1-st stage of “loyalty pyramid” – forming a positive image about the organisation for the customer was developed.

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