Специфика инструментов рекламы и связей с общественностью при продвижении молочной продукции

Abstract

We considered a set of tools for advertising and public relations, which is used in the promotion of dairy products of the “Nutrient Mix Center” (Omsk). We noted that due to the high competition prevailing in the market, enterprises producing dairy products are increasingly resorting to new forms of promotion, among which cobranding, cross-marketing, etc. Dairy producers do not only constantly improve their products, create innovative products aimed at improving the body, set trends that correspond to the desire of consumers for a healthy lifestyle, etc., but also form the image of socially responsible companies. Thus, the organization under consideration sponsors sporting events, participates in collaborations with sports schools, fitness clubs, conducts health lessons in schools in order to form the image of a producer of natural, healthy products. Thus, the Center for Nutrient Mixtures uses a whole range of tools for positioning and promoting its products: traditional media advertising, targeted advertising on social networks, sponsorship, sales promotion tools (tasting, events with competitive mechanics), holding special events, etc.