Marketing communications tools in the regional meat market

Abstract

The article examines the theoretical and practical aspects of the application of marketing communications tools in the regional meat products market. The key tools of the communication complex, such as advertising, PR, direct marketing, sales promotion and digital channels of interaction with consumers, are identified. The features of their use in the conditions of regional specificity, competition and changes in consumer preferences are analyzed. Recommendations are offered for the effective implementation of communication strategies to increase brand recognition and consumer loyalty to the products of local producers. The results of the study can be used by meat industry enterprises to improve marketing activities in local markets.