Marketing support as a factor in optimization and formation of pricing strategy of confectionery sector enterprises

The article examines the role of marketing support in the process of optimization and formation of pricing strategy of confectionery sector enterprises. Particular attention is paid to the analysis of marketing tools and methods that contribute to effective pricing taking into account the specifics of the industry and consumer preferences. The key factors of marketing support that influence the choice of pricing policy are considered, including competition, demand, costs and consumer perception. The importance of integrating marketing communications, promotion and market segmentation to achieve an optimal balance between price and consumer value of products is emphasized. The article also analyzes the successful use of marketing support to adapt pricing strategies to dynamically changing market conditions, which allows increasing competitiveness, strengthening the position of companies in the confectionery market, and responsibly approaching the development of flexible and effective pricing solutions that contribute to sustainable development and increase market share.