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THEORETICAL ASPECTS OF USING MARKETING STRATEGIES IN
INCREASING THE EXPORT OF DRIED FRUIT PRODUCTS
Yunusov Bakhodir Marisovich
Independent Researcher, Tashkent State University of Economics
https://doi.org/10.5281/zenodo.15599555
The global food market for agricultural products, food products, and
processed fruits is a product or production. According to the UN Food and
Agriculture Organization (FAO) (2023), global exports of processed fruits have
increased by an average of 6–7% per year over the past decade. This process
creates great opportunities, especially for developing countries - countries with
agro-trade, such as Uzbekistan.
The development strategy of the Republic of Uzbekistan for 2022–2026
recognizes the export of processed foods as one of the strong areas. However, in
practice, the growth of export volumes is often accompanied by changes in
demand or seasonal changes in prices. Therefore, it is necessary to design long-
term, systematic marketing strategies for the production of products and
integrate them into export activities (Hodd et al., 2025).
Marketing strategy is a tool for promoting food in the market, but also a tool
for optimizing all aspects of the value chain from production to consumer. This
is a theoretical analysis of marketing strategies used in the production of fresh
fruit worldwide. Based on the analysis, ways to introduce these products in
Uzbekistan are considered.
Marketing strategy is the activity of additional systems to determine the
legal viability of the organization in the market, deliver it to the audience and
generate additional revenue (Kotler & Keller, 2016). The classic marketing
model 4P (Product, Price, Place, Promotion) consists of four components, which
also occupy an effective central place in export activities.
Vayvay and Çobanoğlu (2022) emphasize that export marketing strategies
are aimed at generating company revenue by offering new markets and
products suitable for them. In the export of dried products, these products
generate:
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Export marketing is a special area of marketing, a set of activities aimed at
product sales and brand positioning beyond national borders. Kumar & Chandel
(2024) in their work showed that the following factors are important for the
successful implementation of export marketing: market segmentation
(Segmenting); product positioning (Positioning); flexible pricing strategies;
adaptation to international legislation and certification
The above factors are especially relevant for dried fruit exports, since each
country has different regulatory and technical requirements, taste preferences
and logistical capabilities.
The concept of the “Value Chain” developed by Porter (1985) is also
suitable for export marketing. Mdimi et al. (2024) emphasize that the value of
the product can be increased by applying this approach to agricultural exports in
Africa.
Silue & Fawole (2024) argue that innovative marketing, particularly
branding on online platforms, positioning products as “green” or “organic,” and
using modern logos and designs, can help differentiate products in the export
market.
Zainol et al. (2023) developed a successful model for Malaysian coconut
exports using “branding” and “storytelling” approaches to marketing strategies.
This model also plays an important role in dried fruit exports.
Kumar & K. Chandel (2024) in their article “Challenges and Opportunities in
the Horticulture Supply Chain of Himachal Pradesh” analyzed the marketing and
logistics challenges faced by fruit growers in Himachal Pradesh, India. They
argue that unbranded products and unclear export strategies shorten the value
chain and reduce the producer’s profits.
In Uzbekistan, too, exporting dried fruits in packaged and branded form,
rather than in raw form, creates a strategic advantage.
Product: Product
quality,
packaging, shelf
life.
Price:
Competitive
pricing for foreign
markets.
Place:
Distributors,
logistics chain and
supply chain.
Promotion:
Online sales,
exhibitions, sales
representatives.
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Ö. Vayvay & E. Çobanoğlu (2022) in their scientific work "A systematic
review of sustainable fresh fruit and vegetable supply chains" indicated that
sustainability and organizational flexibility in the export chain are key elements
of marketing strategy. They emphasized the flexible pricing, ecological
packaging and digital marketing components of marketing strategy.
Improving marketing strategies in exporting dried fruit products means not
only advertising the product in the foreign market, but also effectively managing
the entire value chain. Based on the analyzed scientific sources, the following
main conclusions were made:
1. The approach to the product (Product) is not determined only by quality,
but also creates high added value by creating brand value through packaging,
certification and aesthetic designs (Silue & Fawole, 2024).
2. Pricing strategies should be based on international market monitoring
and dynamic pricing policies in order to be competitive (Vayvay & Çobanoğlu,
2022).
3. Packaging and storage technologies are considered an important factor in
maintaining product quality and increasing consumer confidence. This is
especially relevant for dried fruits exported over long distances.
4. Innovative and digital marketing strategies, especially through branding
such as “green label”, “halal”, “organic”, allow you to directly reach the consumer
segment (da Silveira et al., 2023).
5. Marketing includes not only “advertising and price”, but also strategic
approaches related to logistics, product traceability, and the ecosystem (Mdimi
et al., 2024).
6. Branding high-quality dried fruit raw materials available in Uzbekistan
and promoting them under the “Made in Uzbekistan” concept will provide high
efficiency in the global market.
References:
1.
Kumar, V., & Chandel, K. (2024). Challenges and Opportunities in the
Horticulture Supply Chain of Himachal Pradesh: A Systematic Literature Review.
IUP Journal of Supply Chain Management. ResearchGate PDF
2.
Vayvay, Ö., & Çobanoğlu, E. (2022). A systematic review of sustainable
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https://www.mdpi.com/2071-1050/14/3/1573
3.
Mdimi, M. C., Reid, S., Makindara, J., & Thomas, P. (2024). Traditional
African Vegetables Knowledge Translation: A Scoping Review. Sustainability,
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SOLUTION OF SOCIAL PROBLEMS IN
MANAGEMENT AND ECONOMY
International scientific-online conference
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4.
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