ANALYSIS OF THE PACKAGING MARKET FOR JEWELRY PRODUCTS AND PERSPECTIVES OF MANUFACTURING OF HANDMADE PACKAGING

Abstract

As a result of the conducted research, it was determined that the intensification of competition also negatively affects the sales of the largest brands. The way to stay on the market and increase sales results is to use the potential of modern marketing strategies, including through the creation of unique packaging for the main products. The purpose of the article is to research the jewelry packaging market and develop production technology and methods of promoting handmade packaging based on epoxy materials. It was determined that segments of handmade products are widely represented on the world market, but there are periods when the demand for a specific type of product increases or decreases. The article is devoted to current trends in the development and promotion of jewelry packaging based on epoxy resin. The need to develop the production of handmade packaging based on epoxy materials and various fillers is substantiated. The price situation on the market of packaging products in the largest jewelry companies was analyzed. It has been seen that most jewelery retailers emphasize affordability by offering customers budget-friendly packaging options, especially for standard designs. Methods of production and promotion of jewelry packaging based on epoxy resin and fillers from production waste and glass scrap have been developed. It has been proven that the creation of packaging based on epoxy resins in a handmade style will give the opportunity to potential buyers in the form of jewelry stores to emphasize the uniqueness of their products and gain advantages over competitors. It was determined that the strategy for the promotion of the developed line should consist in the development of cooperation between packaging manufacturers and jewelry companies to form a line corresponding to the needs of customers in terms of color, design and size. The main directions of promotion of packaging for jewelry based on epoxy resins can be: development of cooperation with chains of jewelry; sales by companies specializing in the production of packaging directly through their own trading platforms on the Internet; creation of unique lines to the order of individual jewelry manufacturers according to their requirements.