MODERN TECHNOLOGY OF PRODUCTION AND STRATEGY OF PROMOTION OF NEW CEREAL PRODUCTS ON UKRAINIAN CONSUMER MARKET

In the article, based on analysis of the market of dry breakfasts in Ukraine and calculations of the assortment of instant and quick-cooked cereals, which are implemented in trading networks of Odessa and Odessa region, it was established that studied supermarkets can not provide stable, complete and wide assortment of products to fully meet needs of consumers. This means that it is necessary to carry out various measures in the field of forming domestic assortment of instant and quick-cooked cereals and improving its structure. Purpose of work was to develop strategy for launching a new product on the market, namely instant and quick-cooked cereals, on the basis of assortment analysis, mapping of strategic groups and construction of differentiation scale to enhance competition and create useful product advertising. With help of strategic group cards it was discovered that domestic products are poorly represented in such segments as a wide assortment at low prices and average latitude of assortment at low prices, therefore these segments can be considered as strategic for domestic instant and quick-cooked cereals producers. Based on construction of differentiation scale by trademarks of instant and quick-cooked cereals, it has been established that strategy of promotion in creating useful advertising to increase the competition of new products by means of differentiation can become emotional and social motives that are not used or very little used by competitors: originality, fashion, trendset, morality, sexual attractiveness, fear, revenge, status, socialization, self-realization, freedom, invovement, co-creation.  Obtained results indicate that market for consumption of instant and quick-cooked cereals in Ukraine is sufficiently "young", demand for this kind of products is constantly growing, therefore the development and implementation into production of high-quality instant and quick-cooked cereals and expansion of its range is very relevant. The article also proposes and improves the technology of production of cereal extrudates with high nutritional value based on different kinds of cereal crops and vegetable raw materials. A substantial expansion of the range of products of instant and fast cereals in the form of flakes, muesli, granola, couscous based on a mixture of extruded flour and grains of extrudates has been proposed.