INTEGRATION OF ADVERTISING COMMUNICATIONS INTO THE DISTRIBUTION SYSTEM OF THE KLEENEX BRAND

Halyna Plysenko; Vadym Stadnichenko; Olha Mishchuk

doi:10.37734/2409-6873-2026-2-36

Halyna Plysenko National Technical University of Ukraine “Igor Sikorsky Kyiv Polytechnic Institute” https://orcid.org/0000-0003-0561-0732
Vadym Stadnichenko National Technical University of Ukraine “Igor Sikorsky Kyiv Polytechnic Institute” https://orcid.org/0000-0003-0554-6742
Olha Mishchuk National Technical University of Ukraine “Igor Sikorsky Kyiv Polytechnic Institute” https://orcid.org/0009-0001-3329-504X

DOI: https://doi.org/10.37734/2409-6873-2026-2-36

Keywords: advertising communications, distribution system, omnichannel marketing, FMCG, digital marketing, distribution

Abstract

The purpose of the article is to substantiate the theoretical foundations and develop practical recommendations for integrating advertising communications into the distribution system of the Kleenex brand products in order to increase the effectiveness of marketing activities in the conditions of digitalization and increased competition. Research methodology. The goal was achieved using the methods of logical generalization and scientific abstraction, system and structural analysis, as well as an analytical method for assessing the functioning of distribution channels and communication tools. Results. It was determined that the modern distribution system is transformed into an important element of marketing communications, ensuring interaction with the consumer within the omnichannel environment. The features of the use of indirect sales channels (retail, pharmacy chains, e-commerce) were analyzed and key problems were identified: dependence on intermediaries, fragmentation of digital presence, insufficient localization of content. Practical significance of the research results. The implementation of the proposed recommendations will allow to increase the efficiency of the distribution system, strengthen the competitive position of the brand and ensure the growth of the marketing activities of FMCG enterprises in a multi-channel environment.

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