Application of benchmarking for competitive analysis of brand promotion programs of Russian producers of mineral fertilizers

The article highlights the role of competition in the market activity of chemical industry enterprises – producers of mineral fertilizers operating in an oligopoly environment. The article substantiates the importance of the benchmarking method for conducting a competitive analysis of brand promotion of chemical enterprises. The article highlights the features of benchmarking as a marketing research method, describes the objective and subjective factors influencing the benchmarking analysis process, and reveals its principles and types. The author’s algorithm for applying benchmarking for a competitive analysis of brand promotion programs for Russian chemical industry enterprises is proposed. The article presents the results of a benchmarking analysis of brand promotion for the leaders of the Russian chemical industry: JSC MCC EuroChem, PJSC PhosAgro, PJSC Uralkali. The article presents conclusions based on the results of benchmarking analysis of brand promotion of the leaders of the Russian chemical industry.