A comprehensive approach to the formation of a strategy for the promotion of building materials on the Ukrainian market
DOI:
https://doi.org/10.26906/EiR.2026.2(101).4637Keywords:
ываAbstract
The article explores the theoretical and practical foundations of a comprehensive approach to the promotion of construction materials in the context of the transformation of the Ukrainian economy. The study emphasizes that the construction industry, being one of the key drivers of post-war recovery and modernization, requires not only technological innovation but also the development of effective marketing strategies adapted to the specific conditions of the national market. The purpose of the research is to substantiate a methodological framework for the formation of integrated promotion strategies that combine digital, partnership, content, offline, and institutional instruments. The novelty of the work lies in the creation of a multi-level model of promotion that functions as a roadmap for enterprises, enabling them to overcome structural weaknesses such as low digital activity, insufficient brand recognition, and lack of systematic communication with stakeholders. The methodological basis of the study includes SWOT analysis, efficiency matrices of communication channels, budgeting models, and KPI systems for monitoring and adjustment. The article proposes a phased implementation structure: preparation, launch, monitoring, and scaling, with clear distribution of responsibilities among departments. Particular attention is paid to the integration of Ukrainian practices with international experience, which ensures the adaptability of domestic enterprises to European market requirements. The results demonstrate that the combination of digital-first strategies (SEO, CRM, social media), partnership approaches (DIY networks, B2B cooperation), and institutional support (government programs, professional associations) creates a synergistic effect that enhances competitiveness and resilience of construction material producers. The conclusions highlight that the proposed comprehensive approach is not limited to tactical promotion but represents a strategic framework for long-term development. It provides enterprises with practical tools for optimizing customer acquisition costs, strengthening brand positioning, and ensuring sustainable growth in conditions of economic instability.
References
Шандрівська О.Є., Кулик А.-М.О. Аналіз ринку будівельних матеріалів в умовах нестабільності Вісник Національного університету «Львівська політехніка». 2025. № 258. С. 250-276. URL: https://science.lpnu.ua/sites/default/files/journal-paper/2025/may/38898/250524
maket-258-276.pdf
Голюк, В., & Нерянова, І. Сучасний стан і перспективи розвитку українського ринку будівельних матеріалів. Економіка та суспільство, 2024 (68). DOI: https://doi.org/10.32782/2524-0072/2024-68-70
Шпилик С. В., Гресь Т. Маркетингові стратегії на ринку будівельних матеріалів. Збірник тез доповідей Ⅳ Міжнародної науково-практичної конференції «Трансформація бізнесу для сталого майбутнього: дослідження, цифровізація та інновації», Тернопіль, 4-5 грудня 2025 року. 2025. С. 159–160. URL: http://elartu.tntu.edu.ua/handle/lib/50774 (дата звернення 25.01.2026).
Леонова С., Рудник Л., Басараб Н. Формування ефективних маркетингових стратегій підприємствами будівельної галузі в умовах повоєнного відновлення. Економіка та суспільство. 2024. № 69. DOI: https://doi.org/10.32782/2524-0072/2024-69-151
Кононова І., Баранов А. Маркетингові комунікації в будівельній галузі як фактор підвищення конкурентоспроможності девелоперських компаній. Український журнал прикладної економіки та техніки. 2026. № 1. DOI: https://doi.org/10.36887/2415-8453-2026-1-22
Київська школа економіки (KSE). Структурні зміни та виклики в будівельній індустрії України: аналітичний звіт. Київ: KSE, 2024. 28 с. URL: https://kse.ua/wp-content/uploads/2024/09/02_09_24_Zvit_Strukturni_zmini _ta_vikliki_v_budivelnii--_industrii--.pdf (дата звернення 12.03.2026).
Європейська асоціація виробників будівельних матеріалів (CEPMC). Annual Construction Market Report 2023. Brussels, 2023.
Deloitte. Digital transformation in construction: The future of building. 2022. URL: https://www2.deloitte.com/global/en/pages/real-estate/articles/digital-construction.html
McKinsey&Company. How construction firms can build resilience in a post-crisis world. 2023. URL: https://www.mckinsey.com/industries/engineering-construction-and-building-materials/our-insights
McKinsey & Company. Building materials market in the past ten years. 14.01.2026. URL: https://www.mckinsey.com/industries/engineering-construction-and-building-materials/our-insights/building-materials-understanding-the-keys-to-outperformance. (дата звернення 12.02.2026).
Vararean-Cochisa D., Crisan E.-L. The digital transformation of the construction industry: a review. IIM Ranchi Journal of Management Studies. 26.11.2024. Emerald Group Publishing Limited, vol. 4(1), pages 3-16, November. DOI: https://doi.org/10.1108/IRJMS-04-2024-0035
Darmo I.S., Rosemona F., Arotta F. and Gunawan K. Smart CRM Enhances Customer Insight and Satisfaction in Urban Building Material Retail, 2024 3rd International Conference on Creative Communication and Innovative Technology (ICCIT), Tangerang, Indonesia, 2024, pp. 1-6, DOI: https://doi.org/10.1109/ICCIT62134.2024.10701097
West T. Top 13 Marketing Strategies for Building Materials. V Digital Services. 22.07.2025. URL: https://www.vdigitalservices.com/marketing-strategies-for-building-materials/
Belch G.E., Belch M.A. Advertising and Promotion: An Integrated Marketing Communications Perspective. 12th ed. New York: McGraw Hill, 2021. 864 p.
Pavlisсhіna N., Kot L. The preconditions for the emergence and drivers of marketplaces development in e-commerce. Baltic Journal of Economic Studies, 2020. Volume 6 Number 5. Riga, Latvia : «Baltija Publishing», Р. 137-147.
Chaffey, D., Ellis-Chadwick, F. Digital Marketing. 7th ed. Pearson, 2019. 720 p.
Ryan D. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. 5th ed. London: Kogan Page, 2021. 432 p.
Nielsen I.Q. Shopper Trends Report 2023: DIY&Home Improvement. New York, 2023.
Oklander M., Panchenko M., Pavlishyna N, Larina K., Boiko R. Current Trends in Social Media Marketing and the Future of the Chat GPT Industry. Pacific Business Review (International). 2024. Volume 17 issue 1. pp. 93-103.
REFERENCES:
Shandrivska O.Ye., & Kulyk A.-M.O. (2025). Analiz rynku budivelnykh materialiv v umovakh nestabilnosti. [Analysis of the construction materials market under instability]. Visnyk Natsionalnoho universytetu «Lvivska politekhnika» − Bulletin of Lviv Polytechnic National University, vol. 258, pp. 250–276. (in Ukrainian). Available at: https://science.lpnu.ua/sites/default/files/journal-paper/2025/may/38898/250524maket-258-276.pdf
Holiuk V., & Nerianova I. (2024). Suchasnyi stan i perspektyvy rozvytku ukrainskoho rynku budivelnykh materialiv. [Current state and prospects of the Ukrainian construction materials market]. Ekonomika ta suspilstvo − Economy and Society, vol. 68. DOI: https://doi.org/10.32782/2524-0072/2024-68-70
Shpylyk S. V., Hres T. (2025). Marketynhovi stratehii na rynku budivelnykh materialiv. [Marketing strategies in the construction materials market]. Zbirnyk tez dopovidei Ⅳ Mizhnarodnoi naukovo-praktychnoi konferentsii «Transformatsiia biznesu dlia staloho maibutnoho: doslidzhennia, tsyfrovizatsiia ta innovatsii» − Proceedings of the IV International Scientific and Practical Conference “Business Transformation for Sustainable Future: Research, Digitalization and Innovation”, Ternopil, December 4–5, 2025, pp. 159–160. Available at: http://elartu.tntu.edu.ua/handle/lib/50774 (accessed January 25, 2026). (in Ukrainian)
Leonova S., Rudnyk L., & Basarab N. (2024). Formuvannia efektyvnykh marketynhovykh stratehii pidpryiemstvamy budivelnoi haluzi v umovakh povoiennoho vidnovlennia. [Formation of effective marketing strategies by construction enterprises in post-war recovery]. Ekonomika ta suspilstvo − Economy and Society, vol. 69. DOI: https://doi.org/10.32782/2524-0072/2024-69-151
Kononova I., & Baranov A. (2026). Marketynhovi komunikatsii v budivelnii haluzi yak faktor pidvyshchennia konkurentospromozhnosti developerskykh kompanii. [Marketing communications in the construction industry as a factor of competitiveness of developer companies]. Ukrainskyi zhurnal prykladnoi ekonomiky ta tekhniky− Ukrainian Journal of Applied Economics and Technology, vol. 1. DOI: https://doi.org/10.36887/2415-8453-2026-1-22
Kyivska shkola ekonomiky (KSE) [Kyiv School of Economics (KSE)]. (2024). Strukturni zminy ta vyklyky v budivelnii industrii Ukrainy: analitychnyi zvit. [Structural changes and challenges in the construction industry of Ukraine: Analytical report]. Kyiv: KSE, 28 p. Available at: https://kse.ua/wp-content/uploads/2024/09/02_09_24_Zvit_Strukturni_zmini_ta_vikliki_v_budivelnii--_industrii--.pdf (accessed March 12, 2026).
Council of European Producers of Construction Materials (CEPMC). (2023). Annual Construction Market Report 2023. Brussels: CEPMC.
Deloitte. (2022). Digital transformation in construction: The future of building. Available at: https://www2.deloitte.com/global/en/pages/real-estate/articles/digital-construction.html
McKinsey & Company. (2023). How construction firms can build resilience in a post-crisis world. Available at: https://www.mckinsey.com/industries/engineering-construction-and-building-materials/our-insights
McKinsey & Company. (2026). Building materials market in the past ten years. January 14, 2026. Available at: https://www.mckinsey.com/industries/engineering-construction-and-building-materials/our-insights/building-materials-understanding-the-keys-to-outperformance (accessed February12, 2026).
Vararean-Cochisa, D., & Crisan, E.-L. (2024). The digital transformation of the construction industry: a review. IIM Ranchi Journal of Management Studies, vol. 4(1), pp. 3–16. DOI: https://doi.org/10.1108/IRJMS-04-2024-0035
Darmo, I.S., Rosemona, F., Arotta, F., & Gunawan, K. (2024). Smart CRM enhances customer insight and satisfaction in urban building material retail. 2024 3rd International Conference on Creative Communication and Innovative Technology (ICCIT), Tangerang, Indonesia, pp. 1–6. DOI: https://doi.org/10.1109/ICCIT62134.2024.10701097
West, T. (2025). Top 13 marketing strategies for building materials. V Digital Services. July 22, 2025. Available at: https://www.vdigitalservices.com/marketing-strategies-for-building-materials/
Belch, G.E., & Belch, M.A. (2021). Advertising and Promotion: An Integrated Marketing Communications Perspective (12th ed.). New York: McGraw Hill, 864 p.
Pavlishina, N., & Kot, L. (2020). The preconditions for the emergence and drivers of marketplaces development in e-commerce. Baltic Journal of Economic Studies, vol. 6(5), pp. 137–147. Riga: Baltija Publishing.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Pearson, 720 p.
Ryan, D. (2021). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation (5th ed.). London: Kogan Page, 432 p.
Nielsen I.Q. (2023). Shopper Trends Report 2023: DIY & Home Improvement. New York: NielsenIQ.
Oklander, M., Panchenko, M., Pavlishyna, N., Larina, K., & Boiko, R. (2024). Current trends in social media marketing and the future of the Chat GPT industry. Pacific Business Review (International), vol. 17(1), pp. 93–103.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Олена Борисенко, Ніна Павлішина
This work is licensed under a Creative Commons Attribution 4.0 International License.
