USING THE EXPERIENCE OF FOREIGN ADVERTISING COMPANIES TO PROMOTE ORGANIC AQUACULTURE

УДК 639.3+338.2

Abstract

In the context of increasing demand for environmentally sound food products, organic aquaculture is becoming one of the most promising areas for the sustainable development of the fisheries sector. Modern advertising and marketing strategies play an important role in promoting organic products, allowing them to build consumer confidence, increase brand awareness and stimulate demand for environmentally certified products [1].

The purpose of this study is to analyze the experience of foreign advertising companies in the development of organic aquaculture and identify the most effective promotion tools used in countries with a developed organic market. The article examines the practices of advertising agencies and producers of organic aquaculture in Europe, North America and Asia. Special attention is paid to the use of digital marketing, social media, environmental branding, educational campaigns and mechanisms for informing consumers about the benefits of organic production. The study shows that successful foreign advertising campaigns are based on the principles of transparency of production processes, demonstration of environmental responsibility of enterprises and popularization of the concept of sustainable consumption  [2].

The analysis shows that an effective combination of traditional and digital communication channels helps to raise public awareness of organic aquaculture and strengthen confidence in related products.

Аннотация

В условиях возрастающего спроса на экологически безопасные продукты питания органическая аквакультура становится одним из наиболее перспективных направлений устойчивого развития рыбохозяйственного комплекса. Важную роль в продвижении органической продукции играют современные рекламные и маркетинговые стратегии, позволяющие формировать доверие потребителей, повышать узнаваемость брендов и стимулировать спрос на экологически сертифицированную продукцию [1].   Целью данного исследования является анализ опыта зарубежных рекламных компаний по развитию органической аквакультуры и выявление наиболее эффективных инструментов продвижения, применяемых в странах с развитым рынком органической продукции.

В статье рассматриваются практики рекламных агентств и производителей органической аквакультуры в странах Европы, Северной Америки и Азии. Особое внимание уделяется использованию цифрового маркетинга, социальных сетей, экологического брендинга, образовательных кампаний и механизмов информирования потребителей о преимуществах органического производства. Исследование показывает, что успешные зарубежные рекламные кампании основываются на принципах прозрачности производственных процессов, демонстрации экологической ответственности предприятий и популяризации концепции устойчивого потребления [2].

Анализ свидетельствуют о том, что эффективное сочетание традиционных и цифровых каналов коммуникации способствует повышению уровня осведомленности населения об органической аквакультуре и укреплению доверия к соответствующей продукции.

Keywords: organic aquaculture, marketing, advertising, brand, environmentally friendly products, digital marketing, sustainable development, product promotion.

Ключевые слова:  органическая аквакультура, маркетин, реклама, бренд, экологически чистые продукты, цифровой маркетинг, устойчивое развитие, продвижение продукции.

Introduction

The purpose of the study is to analyze the foreign experience of advertising companies and determine the possibilities of its application to promote organic aquaculture in national and international markets. To achieve this goal, the following tasks were identified: - study of modern approaches to promoting organic products, - analysis of advertising strategies of leading foreign companies, - identification of factors influencing the formation of consumer confidence in environmental brands, - development of recommendations for adapting foreign experience to the conditions of the organic market. the development of aquaculture.

In modern conditions of increasing environmental awareness of the population, organic products are becoming one of the fastest growing segments of the global food market. Organic aquaculture is an innovative area of fish farming focused on the production of environmentally friendly products in compliance with the principles of sustainable use of natural resources. Despite the growth in organic fish production, its successful implementation largely depends on the effectiveness of marketing communications and advertising strategies. Leading foreign companies are actively using modern promotion tools aimed at building consumer confidence, increasing brand awareness and stimulating demand [3].

Aquaculture is one of the most dynamically developing areas of the agro-industrial complex. The growing global demand for fish products, increasing food quality requirements and the development of environmentally sustainable production technologies create favorable conditions for the expansion of the aquaculture market.

Despite the increase in production volumes, many enterprises in the industry face problems promoting their products. Insufficient consumer awareness of the benefits of aquaculture products, high competition from traditional fisheries and imported producers require the introduction of modern marketing tools.

Materials and methods. The methodological basis of the research consists of methods of analysis and generalization of scientific literature, comparative analysis of foreign advertising practices, content analysis of marketing materials, as well as a systematic approach to evaluating the effectiveness of advertising communications. Scientific publications, industry reports, and materials from international organizations specializing in organic production and marketing were used as an information base.

In this regard, studying the foreign experience of advertising companies is of practical interest to aquaculture enterprises seeking to strengthen their positions in national and international markets. The purpose of the study is to analyze the foreign experience of advertising organic aquaculture and to determine the possibilities of its use in the practice of the development of the fisheries complex [4].

The methodological basis of the research is the methods of comparative analysis, content analysis of advertising campaigns of foreign producers of organic fish products, as well as a systematic approach to the study of marketing communications. The information base consisted of scientific publications by domestic and foreign authors, materials from international organizations, regulatory documents and research results in the field of environmental marketing. [5].

The global organic aquaculture market is characterized by steady growth due to the following factors:

• increased demand for environmentally friendly products;

•development of the concept of healthynutrition;

• strengthening the requirements for sustainable production;

• Expansion of environmental certification.

An effective advertising campaign for an aquaculture company should be based on an integrated approach that combines various communication channels and targets specific consumer groups.

The first step is to identify the target audience. The main consumers of aquaculture products are families that adhere to the principles of healthy eating, catering companies, retail chains and buyers of environmentally friendly products. Each of these groups has its own preferences and motivation when choosing fish products, which must be taken into account when developing advertising messages. The second stage is the formation of a unique trading offer. It is recommended to focus on the environmental safety of products, high quality of cultivation, control of the production process and nutritional value of fish. Consumers are increasingly paying attention to the origin of food, so the transparency of the production process is becoming an important competitive advantage. [6].

The third stage is the selection of promotion channels. The most effective tools are social networks, which allow you to publish information and visual content, demonstrate production processes and interact with consumers in real time. Targeted advertising makes it possible to reach specific audience segments based on age, interests, and geographical location.

The modern consumer evaluates not only the quality of a product, but also the environmental aspects of its production, which requires appropriate communication strategies[7].

An analysis of international practice shows that the advertising campaigns of organic aquaculture producers are based on the principles of transparency, environmental friendliness and social responsibility. The main approaches to promoting organic aquaculture in foreign countries are shown in table 1.

Table 1. Main approaches to promoting organic aquaculture in foreign countries

The obtained data in Table 1 indicate that the majority of foreign companies focus on the emotional perception of the brand and the demonstration of the environmental responsibility of the business.

One of the most effective promotion tools is digital marketing. Foreign companies actively use:

• social networks;

• video platforms;

• Search engine marketing;

• Mobile applications;

• Augmented reality technology;

• Interactive websites with traceability of product origin [5].

The effectiveness of digital channels for promoting organic products is shown in Table 2.

Table 2. Effectiveness of digital channels for promoting organic products

The results of table 2 show that the tools that provide direct interaction with consumers demonstrate the greatest effectiveness. The most important element of advertising communications from foreign manufacturers is the demonstration of environmental certification.

The importance of environmental certification in product promotion is shown in Table 3.

Table 3. The importance of environmental certification in product promotion

Thus, certification is not only a quality control tool, but also an important marketing asset of the brand.

Certification performs several functions:

1. Confirms the product quality.

 2. Builds consumer confidence.

3. Reduces information uncertainty.

4. Increases brand competitiveness.

The following practices are of particular interest to aquaculture enterprises in Central Asia and Kazakhstan:

• development of environmental branding;

 • using digital promotion platforms;

• creation of product origin stories (storytelling);

• Implementation of QR codes for product traceability;

• Active participation in international exhibitions and environmental forums;

• Collaboration with opinion leaders [6].

Recommendations for adapting foreign experience are shown in Table 4.

Table 4. Recommendations for adapting foreign experience

The study of table 4 showed that foreign advertising companies successfully use an integrated approach to promoting organic aquaculture, based on a combination of environmental positioning, digital marketing, certification and the formation of an emotional connection with the consumer. The most effective tools are social media, video marketing, storytelling, and environmental certification programs [10].

Results and discussion. The results of the study showed that the most effective tools for promoting organic aquaculture are digital marketing, environmental branding, social media, certification programs and transparent communication with consumers. It has been established that the use of foreign experience helps to increase brand awareness, create a positive image of products and strengthen consumer confidence. In conclusion, it is noted that the adaptation of successful practices of foreign advertising companies can become an important factor in increasing the competitiveness of organic aquaculture, expanding sales markets and sustainable development of the industry.

Conclusion. The use of these practices can contribute to the development of organic aquaculture brands, increase product recognition and strengthen its competitiveness in the international market. In the context of the development of organic production, the adaptation of foreign experience will allow aquaculture enterprises to increase the effectiveness of marketing activities and expand export opportunities.

The article was prepared within the framework of grant financing 26104645 under the program of the Ministry of Science and Postgraduate Education of the Republic of Kazakhstan «Development of scientific, methodological and practical recommendations for the establishment of organic aquaculture enterprises» for 2025 – 2027.

References:

1. Kotler F., Keller K. L. Marketing management. – 15th ed. – St. Petersburg: Peter, 2022. – 848 p.
2. Aaker D. Creating strong brands. Moscow: Grebennikov Publishing House, 2018. 440 p.
3. Kapferer J.N. Brand forever: creation, development and support of a strong brand. Moscow: Vershina Publ., 2020, 448 p.
4. Belch G. E., Belch M. A. Advertising and Promotion: An Integrated Marketing Communications Perspective. – New York: McGraw-Hill Education, 2021. – 784 p.
5. Kotler P., Kartajaya H., Setiawan I. Marketing 5.0: Technology for Humanity. – Hoboken: Wiley, 2021. – 224 p.
6. Armstrong G., Kotler P. Principles of Marketing. – 19th ed. – London: Pearson Education, 2023. – 736 p.
7. Food and Agriculture Organization of the United Nations (FAO). The State of World Fisheries and Aquaculture 2024. – Rome: FAO, 2024.
8. International Federation of Organic Agriculture Movements (IFOAM). Principles of Organic Agriculture. – Bonn: IFOAM Organics International, 2023.
9. Chaffey D., Ellis-Chadwick F. Digital Marketing. – 8th ed. – Harlow: Pearson, 2022. – 576 p.
10. Ryan D. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. – London: Kogan Page, 2020. – 312 p.