LDP is one of the oldest food enterprises in Ukraine, it has been operating since 1937.
The company gained a strong position in the region, but sales in the national market left much to be desired. The existing business model of the company did not allow to reduce the cost of production, as the mass market or premium manufacturers could do due to large production volumes, price elasticity, and its own raw materials.
In addition, "Harmony" was not known outside the Poltava region. The wide audience did not have a formed holistic image of the brand, an understanding of its values and competitive advantages.
In order to stop the decline in sales and successfully develop in the national market, the brand needed a set of marketing changes affecting all business processes: a new strategy, positioning, strengthening the marketing-sales link.