Marketing Communications in Differentiation and Positioning of Ukrainian Agrobusiness
Authors:   Ivan Franko National University of Lviv, Kuzyk Oleg 
Published: January 2023

The aim of the article. The purpose of this article is to study the experience and develop recommendations for improving marketing communications aimed at differentiating the products of agro-industrial enterprises of Ukraine and determining the position of such companies and their products in the markets. To achieve this goal, the roles of STP-marketing in the agro-industrial businesses of Ukraine are analyses in this article. The ways of increasing the efficiency of differentiation and positioning are also analysed, taking into account the personalization of interaction, Ukrainian heritage and foreign experience in marketing communications. Analyses results. The role of marketing communications in the differentiation and development of positioning strategies of Ukrainian enterprises are examines in the article. The object of the study is the agro-industrial sector, which has a special place in the national economy of Ukraine for over thirty years. The role of agribusiness is growing even more in times of crisis or wartime. The importance of finding new ideas and ways to differentiate the supply of agricultural companies are analysed. Attention is drawn to the need to build effective marketing communication campaigns that can inform target markets about the features of the agribusiness and its supply, compared to competitors. The important role of communication appeals in the formation of a clear position in the minds of consumers, suppliers, competitors and contact audiences and the corresponding perception of the proposed value are noted. The research highlights the importance of establishing communications in the STP marketing process. At the same time, agricultural enterprises must choose at which level to position themselves: at the level of product, brand or company. This is important for the selection and rational combination of appropriate of marketing communications tools, which influence not only the costs of the enterprise, but also the success of the marketing strategy. Special attention in this article is paid to the requirements of modern consumers who need special treatment. The key to the success of differentiation and positioning today, and consequently marketing communications are the personalization of interaction and the desire of customers to share information about themselves. It is proved that personalization should become a part of a modern marketing communication campaign of any agribusinesses in Ukraine. An important differentiator for the Ukrainian agricultural sector - a long time on the market - is analysed separately. Agribusinesses in Ukraine and relevant government agencies should use a variety of marketing communications in order to give agricultural products a distinct look, different from other producers and countries with a well-formed and well-founded position. Conclusions and directions for further research. Modern approaches to promotion policy with the use of powerful marketing communications tools can help the development of agro-industrial enterprises in Ukraine today. Communications can become a mechanism for identifying manufactured goods or the company itself, help to effectively differentiate and position agribusiness. However, marketers of Ukrainian agricultural enterprises should make more efforts to understand their consumers and the peculiarities of their behaviour. We should pay attention to the experience of large agricultural companies in Ukraine and the world and use their positive experience to attract additional attention to the current supply. In the following studies, it is advisable to pay attention to the experience and heritage of Ukrainian agribusiness, especially in foreign markets