FEATURES OF PRODUCT POSITIONING FOR PROCESSING ENTERPRISES IN THE AGRO-INDUSTRIAL COMPLEX

The article examines the specifics of product positioning for processing enterprises within the agro-industrial complex (AIC), particularly in the flour and cereal industry. It is demonstrated that the flour and cereal sector holds significant export potential and operates under favorable conditions for sustainable functioning and effective development. Key challenges faced by producers are identified, including the low potential for product differentiation and the monopolized market structure that limits competition. The importance of creating a unique product image in the minds of consumers to enhance competitiveness is substantiated. A multi-attribute model is proposed for analyzing points of parity and differentiation, enabling the formation of a unique selling proposition and supporting informed marketing decisions.