Marketing and Branding Research

A marketing strategy is a plan that helps a business sell and promote a product or service. The modern world is so diverse and rapidly changing that companies need to constantly adapt to the environment and create conditions for product promotion. Halal products are not new to European countries, but many consumers treat them as exotic, yet they are still interested in consuming them. The combination of approaches to developing marketing strategies and studying the specifics of halal product promotion is the basis of the research topic. Accordingly, the goal is to assess the current state of distribution of halal products in Europe and the world as a whole, as well as to develop recommendations for the application of marketing strategies for halal producers. The study found that in the future, the volume of production and sales of halal products will increase, and producers need to adapt their marketing strategies to market conditions. It is the recommendations on the adaptation of the main marketing strategies for halal producers that were developed in the course of the study.