Abstract

Marketing communications create a positive brand image and attract potential consumers while providing close interaction with the target audience and increasing competitiveness. By combining approaches and tools, food companies increase the effectiveness of marketing communications and avoid communication barriers, thus achieving their profit targets in sales and advertising.
The research featured consumer preferences in the field of dairy products. The research involved such methods as observation and survey; the obtained data underwent statistical, economic, and graphic processing. The survey involved 388 residents of the city of Kemerovo and the case of the local dairy producer Naturalnoe Moloko LLC, Kemerovo.
The main barriers of marketing communications usually include barriers of perception, presentation, and interaction. The case study revealed barriers connected with installation, interaction, motivation, and comfort. The barriers could be minimized using digital marketing communications. The target audience saw the information availability about dairy companies and their products as important. This information can be provided by websites, social network accounts, and chat bots.
In modern economic environment, a company is only as successful as its marketing communications. The survey data made it possible to formulate recommendations on how dairy companies can overcome communication barriers, based on the requirements of their target audience and their preferences regarding the place of purchase, choice, and communication channels.

Keywords

Marketing communications, Digital communications, brand, social networks, SWOT-analysis

Contribution

M.A. Shemchuk supervised the project. All the authors participated in the research, data processing, and writing and are equally responsible for any potential plagiarism.

CONFLICTS OF INTEREST

The authors declare that there is no conflict of interest regarding the publication of this article.

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