ANALYSIS OF THE COMMUNICATION POLICY OF LIDL BULGARIA

Abstract

The present course paper aims to analyze the communication policy of Lidl

Bulgaria as a key component of the company’s integrated marketing communication. The study

examines the theoretical foundations of communication policy and their practical application

through an analysis of advertising campaigns, public relations strategies, sales promotion, direct

marketing, and online communication activities of Lidl Bulgaria. Special emphasis is placed on the

integration of traditional and digital communication channels in building a sustainable brand image,

public trust, and consumer loyalty. Based on the conducted analysis, key conclusions and

recommendations are formulated for improving the company’s communication strategy in the

context of the dynamic and highly competitive Bulgarian market environment