Advertising Directions for Bakery Products: Kazakhstan Case Study

Abstract

The article reviews Russian and foreign studies on the market for bakery products, taking into account the specifics of demand, buyer types and advertising directions. The decline in demand for bread is a global trend in general. New trends in the bakery industry orienting towards modern requirements are also emerging. Advertisements should contain information about bakery products to reveal properties of interest to consumers. Advertising on the Internet provides the necessary information and has prospects for bakery products. Statistical key figures of the bread market in Kazakhstan show a slight decrease in production and sales volumes. Advertising in the market decline should not only be supportive, but also help to find new directions for sales. The analysis of advertising of the largest bakeries in Kazakhstan shows the priority of traditional means of advertisement dissemination. SWOT-analysis applied by the authors allows revealing problems and possibilities to offer new directions of advertising actions.