Features of the Strategy for Promoting Lighting Products for Agricultural Enterprises in the Russian Market

The questions of studying and identifying the features of promoting lighting products in the dynamic Russian market, as well as justifying options for developing a corresponding market strategy for LED products in agricultural enterprises, are particularly relevant. The methodological basis of the research includes a systemic and marketing approach. To address the objectives, the authors apply monographic, systemic, formal-logical, structural-functional, and critical analysis, systematization, generalization, statistical methods, and graphical research methods. The research results revealed that the Russian market for lighting products is highly competitive, which largely determines its characteristics. The specifics of research and production processes, allowing participants to produce in-demand products, are reflected in all product directions. The research subject is the production and promotion of LED systems for agricultural enterprises. For the chosen research subject, the authors identified a set of advantages and compared them to traditional light sources (e.g., incandescent bulbs and fluorescent lamps). The authors systematized methodological aspects of developing a strategy for promoting LED systems for agricultural enterprises and assessing its effectiveness. Using the example of the practical experience in the Russian market of LED lighting systems for agricultural enterprises at the Scientific Research Institute of Light Sources named after A. N. Lodygin (Saransk, Russia), the authors justify the possibilities of utilizing project sales as an effective promotion tool. The authors propose a set of measures to ensure the priority strategic implementation of LED lighting systems for agricultural enterprises in the Russian market of lighting products and possible strategic alternatives. The authors conclude about the possibilities of using the proposed approach to achieve strategic success for the investigated organization in the market of LED lighting for agricultural enterprises and other segments of the Russian lighting products market, as well as for other participants in this market planning to intensify their activities in promising product directions.