FEATURES OF THE USE OF PROMOTION TOOLS IN THE SEGMENT OF CHILDREN'S NUTRITION PRODUCTS IN THE DAIRY MARKET
Abstract
The article presents the results of a study of the specific promotion tools using in the segment of children's nutrition products in the dairy market. It has been established that the main feature of the promotion of these products is the presence of two audiences – target (children) and contact (adults), whose values and criteria for choosing a product vary, as well as the need for constant product updates in accordance with new trends in the market. The current tools and techniques for promoting children's nutrition products have been identified, including: using children's characters and mascots; following trends with an emphasis on product popularity; communication based on interactive tools; conducting social networks, advertising with bloggers and experts; organizing events for children and tastings; reasoned personal communication based on partnerships with specialized retailers; partnerships with children's institutions; promotions and discounts.
About the Authors
G. Gusakov
Institute for Meat and Dairy Industry
Belarus
Belarus
Minsk
L. Dovnar
Institute for Meat and Dairy Industry
Belarus
Belarus
Minsk
L. Yonchyk
Institute for Meat and Dairy Industry
Belarus
Belarus
Minsk
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Review
For citations:
Gusakov G., Dovnar L., Yonchyk L. FEATURES OF THE USE OF PROMOTION TOOLS IN THE SEGMENT OF CHILDREN'S NUTRITION PRODUCTS IN THE DAIRY MARKET. Topical Issues of Processing of Meat and Milk Raw Materials. 2024;(19):43-51. (In Russ.)
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