Маркетингові комунікації підприємства кондитерської галузі

English

Marketing communications of enterprises in the confectionery industry

Abstract. Introduction. In today's globalized world, where competition among enterprises is constantly growing, effective communication is a key success factor. The development and implementation of effective communications have a direct impact on various aspects of the enterprise and can bring significant practical benefits. First, effective communications help businesses attract new customers and retain existing customers. Secondly, the formation of communications helps enterprises to maintain and improve their reputation. Third, effective internal communication helps increase productivity and attract talented employees. All of the above demonstrates the importance of implementing marketing communications for enterprises in the confectionery market. This allows you to reach new segments of consumers regardless of their geographic location, take a leading position in the market, influence the consumer choice of customers, and motivate them to take a specific targeted action. Goal. The purpose of the study is to reveal conceptual approaches and develop directions for improving marketing communications of confectionery enterprises. Materials and methods. The research materials are: 1) works of domestic and foreign authors who carry out their scientific and practical research in the field of marketing and communications, in particular, in relation to marketing communications of the enterprise; 2) reporting of PJSC "Kyiv Confectionery Factory "Roshen". In the process of carrying out the research, the following scientific methods were used: theoretical generalization and grouping (to characterize the company's marketing communications); formalization, analysis and synthesis (to build a scheme for the formation of the main types of communications of the corporation); logical generalization of results (formulation of conclusions). The results. The importance of marketing communications of the enterprise is revealed in the scientific article. Two types of clients of PJSC "Kyiv Confectionery Factory "Roshen" have been identified. 5 competitive forces of the corporation have been identified. A SWOT/TOWS analysis was carried out to better understand the competitiveness of Roshen Corporation. The effectiveness of marketing communication tools and the extent of their influence on consumers are analyzed. Prospects. In further research, it is proposed to focus attention on improving Internet communications of enterprises in the confectionery industry. This will enable the company to improve its positioning, create associations of consumers with its brand, the opportunity to convey an important and valuable message of the company in different formats and with different dynamics.

Keywords: marketing communications; confectionery company; competitors; advertising means; online communications; effectiveness of marketing communications