The high quality of products and services is a guarantee of the company’s success in the market. The purpose of our study is to assess the feasibility of developing a new competitive product, taking into account the preferences of consumers. To achieve this, marketing tools aimed at product quality management were used. In the course of the work, a full cycle of marketing research was conducted, including questionnaires, the formation of a portrait of a consumer of products, and economic calculations. Object of study - a large regional enterprise - a center for sales of building materials. The work performed at the junction of two scientific fields (marketing and quality management) provided a synergistic effect in terms of cost reduction when creating a competitive product, and also allowed us to offer original recommendations for improving quality in general. According to the results of marketing research, which consisted in questioning the target audience using the free “Google Forms” service, such characteristics as “assortment” and “appearance” were recognized as the least satisfying consumers in the existing market for facing bricks. Based on the detailed analysis, a new type of product (“Chocolate velvet” brick) was developed that meets the wishes of the target audience of customers. An additional positive effect from the transition of the enterprise to its production in the amount of 91,600 conventional units per month will be an increase in profit, compared to 2017 (942,500 rubles), by 1,1533240 rubles, the expected efficiency of transferring an innovative product to production (profit growth / costs) will be 1.22. Determination of consumer requirements specifies the technological task during the transition to the production of a new type of product. Replacing the production of old-style finishing bricks with the release of a new type of product allows you to create a customized product that is guaranteed to find its customer due to its high customer loyalty
INFLUENCE OF MARKETING TOOLS ON IMPROVING PRODUCT QUALITY