HYBRID PRICING STRATEGIES AS A TOOL FOR INCREASING THE COMPETITIVENESS OF FOOD INDUSTRY BRANDS
Abstract
The article examines the essence of hybrid pricing strategies. It substantiates the feasibility of combining premium and budget price segments within a single brand or product portfolio as a tool for increasing competitiveness, adapting to the polarization of consumer demand, and meeting the needs of different socio-economic groups of consumers. The main types of hybrid strategies are summarized, including premium-mass, quality-differentiated, channel-hybrid, seasonal-temporal, package, personalized, socially-oriented, and environmental strategies. The tools for their implementation and the expected effects for business are identified. It is shown that the effectiveness of these strategies is significantly influenced by the consistency of pricing policy with marketing communications, clear positioning of product offerings, and integration of key performance indicators (KPIs), which allows for a quantitative assessment of the financial, marketing, and reputational results of the enterprise's activities. Identifying the advantages and disadvantages of hybrid strategies contributes to more effective management decisions, optimization of pricing policy, and adaptation of marketing tools to the needs of specific consumer segments. It is noted that the effectiveness of hybrid pricing largely depends on its consistency with marketing communications and strategic goals of enterprises. It has been proven that the implementation of hybrid strategies allows for the simultaneous coverage of mass and premium segments, increases the profitability and return on investment of enterprises, strengthens the reputation capital and competitive position of brands, and contributes to the sustainable development of food industry enterprises. The practical value of the study is emphasized, as the proposed approaches to the classification and implementation of hybrid pricing strategies can be used to develop effective management decisions. The results of the study can be used to further optimize marketing tools and adapt pricing models to changes in the market environment, which will contribute to the long-term sustainability of brands.
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