PROMOTION OF INNOVATIVE PRODUCTS IN THE INDUSTRIAL MARKET

The creation of innovative products is one of the factors in the development of the modern economy at any level. Not only competitive advantages are formed for the manufacturer of such products but also the negative effects in the form of increased costs and the need to increase prices and provide evidence of the benefits to the consumer as well. These problems concern not only the consumer market but also the industrial one. Today the state support measures are aimed at maintaining this particular market through a procurement system, creating aggregator sites for the innovators in the region. But most of the problems are left to the company and can be solved by means of promotion tools. At the same time any promotion should solve not only traditional tasks related to sales growth but also special ones due to the innovativeness of products: novelty, scientific and technical level, new consumer properties, compliance with the priority directions of development of science, technology and engineering in the Russian Federation, science intensity, implementation, economic efficiency — all that is enshrined in the normative acts. The aim of the research was to identify effective tools for marketing communications on the example of the innovative product which is a bellows expansion joint. The hypothesis of the study was to determine the limits of the classical instruments and the possibility of offering relevant ones in one of the conservative markets of Russia which is the heat supply. During the study the empirical methods were used: observation, focus groups, interviews, systematization of consumer feedback data. The results of the study are presented in the form of recommendations for the innovative products promotion in the industrial market. The formulated recommendations can be used by specialists involved in the promotion of products intended for such sectors of the economy as construction, energy, housing and communal services. The experience presented in the article also extends the theoretical field of marketing in industrial markets.

innovation, B2B-sector, marketing tools, promotion, innovation support, industrial marketing, internet marketing, innovator company, promotion of innovations, innovations in heat supply

Kondratskaya T. A., Shagina E. A., Ishchenko M. D. Promotion of innovative products in the industrial market. Business. Education. Law, 2022, no. 2, pp. 117—121. DOI: 10.25683/VOLBI.2022.59.256.