The purpose of the study is to examine the essence, effectiveness, specifics and possibilities of using emotional marketing in a full-scale war, as well as to identify key emotional triggers that affect consumer behavior and brand competitiveness in crisis situations. The main factors of emotional influence, development trends and challenges facing companies in wartime are summarized.
Analysis of the secondary marketing information proves that the dairy sector is the leading in the Ukrainian food and processing industry. It not only affects the well-being and health of the population, but also the food security of the country. At the same time, the Ukrainian dairy market operates in conditions of intense competition. As a result of the military action the number of milk processing enterprises in Ukraine decreased at the end of 2022, at the same time, a decrease in the production of several dairy products in natural terms is observed while their prices are increasing.