Use Of Marketing Communication Tools In Promoting The Products Of Agricultural Enterprises

Abstract

The article is devoted to analysis of marketing communication tools in promoting the products of agricultural enterprises. It includes development of the agro-industrial complex of the Tambov region, monitors marketing communication tools used in promotion of products by the stud collective farm named after V.I. Lenin and develops certain measures to optimize them. The study showed that the company uses the following tools in its marketing promotion policy: advertising, sales promotion, personal sales and public relations. Within the framework of such promotion as advertising, the company widely uses print advertising in the media. Sales promotion is represented by price promotion methods. Personal selling is a multi-step process starting from listing potential customers to completing transactions and establishing long-term customer contacts. Public relations activities are limited to participation in specialized regional agricultural exhibitions and fairs. Having studied the range of marketing communication tools, the authors also identified their disadvantages: narrow focus on advertising types, emphasis on price incentives as a means of sales promotion, and limited use of public relations activities. Based on the analysis, it is proposed to use a number of measures to improve an integrated marketing communications system including the followings: creation of a web-site, use of industry portals, increase participations in exhibitions and specialized conferences allowing promotion of the products of agricultural enterprises outside the region. As a stimulating effect on potential and regular consumers, it is possible to apply additional discounts for cash payments and distribution of discount coupons between loyal consumers of an agricultural enterprise.