Evaluation of awareness of children’s food brand “SEMPER” IN Panbaltic market

Abstract

In today's competitive environment with the growing market of children food, brands are constantly competing with each other for customer attention and efforts to increase their awareness. For these reasons, brands of children food use marketing communication channels, so it is important to research their effectiveness and influence on raising awareness in the Panbaltic market. Kenneth E. Clow and Donald Baack‘s (2018) integrated marketing communication channels defined in literature analysis: traditional channels, digital media, social media and alternative channels. After analyzing them, the research of the „SEMPER“ brand of children's food was conducted. During the research, experts were interviewed to rank the marketing channels in terms of effectiveness. According to an expert research and data about marketing communication channels in the Panbaltic market used in 2019 obtained from the children's food brand „SEMPER“, a research was conducted which country from Lithuania, Latvia and Estonia used marketing channels most effectively.