Product and pricing strategies Ukraine has abundant coal deposits in the Donets Basin. However, most are found at enormous depths, ranging from 300 to 1200 meters below the surface. (Wikipedia, 2013) These very dangerous mining operations require special equipment to operate in these conditions safely. The larger continuous miners in the SME300 series and the smaller ones in the SME200 series are specifically designed to operate deep underground in confined spaces. Ukraine has a well-established mining machinery manufacturing sector. Companies such as SIC Mining Machines and Yasinovatskiy Machine Building Plan are established suppliers in the region. They are marketing themselves as providers of affordable mining equipment. However, their machinery is not built to the latest standards regarding maintainability, energy consumption and personnel safety. Equipment manufactured by SME meets the highest standards for mining equipment. Furthermore, the modularity and interchangeability of the product parts allows for much more efficient exploitation of the equipment in a production environment. By meeting consumer demands for safety, environmental performance and durability, we can differentiate our company and our offerings from other suppliers. The combination of skimming and high-low pricing strategies will be the most appropriate for the Ukrainian market. Private mining companies often pay premium prices for equipment made in Germany and Poland. Equipment shipped from abroad is generally considered to be of better quality, and companies are willing to invest more capital in machinery that would provide greater productivity and greater output between overhauls. The... paper medium... .industry. Building good relationships with local machinery distributors and wholesalers is essential to our promotion strategy. Distributors will receive additional savings on equipment orders. Trade fairs are very important in the mining sector. They are the place where experts can meet national and international companies and learn about the latest innovations in the sector. Participation in trade shows offers a unique opportunity to strengthen the brand through product demonstrations, seminars, conferences and sponsorship opportunities for a targeted audience of qualified buyers who have come to see our equipment. One such show is Ugol & Mining Ukraine. The show takes place every 2 years in the coal mining capital, Donetsk. Over the years Ugol & Mining Ukraine has become a fixed meeting point for the sector. The next one is scheduled for September 2-5, 2014.