SPECIFICS OF MARKETING TOOLS UNDER MARTIAL LAW

Abstract

The article is devoted to the analysis of the specifics of using marketing tools under martial law. Marketing techniques during war or military conflict will be useful to businesses in any sector of the economy. Companies do not need to bury their heads in the sand and completely ignore the situation, but rather weigh all the marketing messages to determine how they are appropriate for solving the market problem. A set of questions has been formulated, to which the company should answer, carrying out its marketing activities under martial law. Authors identified the main areas of focus of the company’s marketing activities under martial law (scenario plans; willingness to change business strategy; strengthening cooperation with the media; partnership with its own team of communications and forecasting and forecasting marketing budgets). It is emphasized that tactical marketing activities that predetermine the company's position in the future should be based on honest communication with customers and social responsibility. Authors describe the main features of marketing tools under martial law and provide various examples of marketing activities of individual brands during martial law both in the world and in Ukraine. During this period, consumers are closely monitoring brands for their business in Russia and most of them are concerned about the military crisis in Ukraine, and the duration of the war forces businesses and brands to make difficult decisions, apply marketing tactics of exclusion. The military realities have significantly changed the purchasing behavior and purchasing habits of consumers. The client's attention to the company's marketing message will be better if they have previously established a relationship. In such cases, it is advisable to form a deferred purchase for consumers. It turns out that brands need to always be aware of the current military, economic, political situation, to be ready if necessary to change the business vector with their own marketing approaches to their target and potential customers.