THE IMPORTANCE OF MANAGEMENT IN CREATING A BRAND IN THE FOOD INDUSTRY

Abstract

The paper is aimed at analyzing important elements of marketing communication, as an integrated approach, which strive to maintain and improve the values of existing brands of certain companies in the food industry of the Republic of Macedonia. Having in mind the trends of globalization, the high level of the Internet, the paper analyzes the level of marketing communications in the domain of the food industry in the Republic of Macedonia. Following the trends of modern marketing, devised strategies of integrated marketing communications with simulated research of consumer opinions is a real indicator of the market situation in this industry. In this context, through the theoretical approach to the problem of modern marketing trends and the appropriate situation in our country, the level of marketing communications in the food industry in the Republic of Macedonia is determined. Suggestions are also made for the most efficient management of marketing trends towards the goal of higher profits and long-term and highly satisfied customers. Although at first glance, it does not seem that customers are too obsessed with the ads that are present everywhere around them (TV, radio, internet, billboards), still in stores, walking between the shelves - the consumer's hand often reaches "suddenly" to the desired product ... eg Milka Chocolate, Coca Cola, Ness Coffee, Nutella Cream, Plasma Biscuit, Smokey Vitaminka ... It is obvious that through sales "marketing" acts in the consciousness of consumers.However, for the quality of the products, the companies successfully build the exciting and hot stories according to the specific target groups for which they are intended. The products are bought with a lot of emotions of joy, air, even with passion ...Sometimes one gets the impression that the ad is redundant, too aggressive, ubiquitous, irritating ... Of course, sometimes that happens. It happens that consumers open their hearts after two, up to three purchases or consumptions. But shortly after, there is a new offer and a new opportunity. In the ocean of wide supply and a wide range of food products (whether it is the Macedonian market, or German, maybe Austria or Canada and so on, the serious, marketing indoctrinated producers, approach the continuous measurement of the level of consumer satisfaction, perceive and measure key parameters that indicate changes in customer behavior. Marketing management has a relevant role for the application of modern integrated concepts of Marketing communications with consumers or customers. Namely, numerous market situations are sometimes difficult to predict, while well-designed proactivity leads to mitigation of negative trends. Certainly, "the role of integrated marketing communications in strengthening companies is huge and immeasurable, especially when it comes to strengthening corporate identity, image and reputation.The basic features of the concept of Integrated Marketing Communications refer to the need to coordinate the messages that are addressed in different ways, through different media and different target populations, as well as the need for a unified planning approach in creating communication strategies.