MANAGEMENT OF MARKETING COMMUNICATIONS OF DAIRY PROCESSING ENTERPRISES

Abstract

The article examines the theoretical and practical aspects of marketing communications management in dairy processing enterprises operating in a highly competitive environment with rapidly changing consumer preferences. The relevance of the research is determined by the need for enterprises to adapt to the growing demand for organic, functional, and premium products, as well as to the trend of personalized marketing messages. The traditional model of interaction with wholesale companies ensures rapid market coverage but limits opportunities for direct influence on end consumers and control over distribution processes. In this context, expanding cooperation with retail chains becomes particularly important, as it allows for the formation of stable demand, strengthens brand positioning, and ensures the long-term competitiveness of enterprises. The purpose of the article is to substantiate approaches to the development and implementation of communication management programs in marketing projects in the dairy sector, aimed at strengthening partnerships, stimulating sales activities, and increasing resource efficiency. The paper summarizes scientific approaches to communication management, analyzes the practice of implementing motivation programs for partners, and explores the possibilities of using digital tools for automation and personalization of interactions. The main achievements of the research include the development of recommendations for implementing a comprehensive motivation program for retail chains and intermediaries, which combines financial incentives, marketing support for retail outlets, and digital technologies (CRM systems, online platforms, push notifications, integration with electronic trading platforms). A media plan is proposed that combines traditional and modern communication channels and covers all stages of program implementation – from the preparation of advertising materials to the evaluation of results. The conclusions prove that a systematic approach to marketing communications management enables dairy processing enterprises not only to improve the efficiency of sales activities and strengthen relationships with partners, but also to ensure sustainable growth of financial performance and long-term development in a dynamic market environment.