TYPES OF MARKETING COMMUNICATION STRATEGIES AND THEIR ROLE IN ENSURING THE SUSTAINABLE DEVELOPMENT OF FOOD AND PROCESSING INDUSTRY ENTERPRISES

Abstract

The purpose. The purpose of the article is to identify types of marketing communication strategies and assess their role in ensuring sustainable development of food and processing industries. Methodology of research. The goal set in the article was achieved using the following research methods: logical generalization and scientific abstraction, structural analysis, comparison, systematization, and analytical method. Findings. The results of the study made it possible to systematize the main types of marketing communication strategies used by food and processing companies: informational, reputational, personalized, emotional-value, digital communication, and audience engagement strategies. The corresponding communication mechanisms and key performance indicators have been identified, allowing for the assessment of the effectiveness of strategies in the short and long term. It has been shown that the integration of multi-channel communications and the combination of economic, social, environmental, ethical, and value components form a holistic approach to sustainable development management and increase brand competitiveness. The study found that the strategic combination of offline and online communication tools can significantly increase consumer engagement, stimulate repeat purchases, and build long-term brand loyalty. It has been established that personalization of communications and integration of digital channels allow marketing messages to be adapted to the specifics of individual audience segments, increasing the effectiveness of advertising campaigns and the accuracy of results assessment using quantitative and qualitative metrics. The importance of social and environmental initiatives in enhancing the reputation of enterprises, building consumer trust, and strengthening their emotional attachment has been confirmed, which together contributes to strengthening sustainable market positions and ensuring the long-term development of food and processing enterprises. Practical value. The practical value of the results obtained lies in the possibility of using the proposed strategies and systematization of communication tools for planning and implementing marketing activities, increasing consumer loyalty and trust, optimizing marketing costs, and integrating social and environmental initiatives into business practice. This will ensure effective management of interactions with all stakeholders, strengthen the market position of enterprises, and ensure sustainable development in the long term.