The colossal volumes of commercial information on the consumers from various sources provoke their senders to implement particular methods of presentation, vivid creative approaches and decisions. Information oversaturation of marketing communications is becoming more intensive under the impact of economic depression limiting possibilities of financial supports for finished goods promotion.

To facilitate the impact of information resources upon their consumers, the enter prices use both traditional and alternative methods to promote their commodities at the market through the complex marketing communications. This complex, however, may be formulated not in a simple way and informational presentation may cause a number of problems which can be partly solved by using the elements of kaizen strategy.

The problem of the practical implementation of marketing communications by the enter prices and their choosing the optimal elements becomes particularly accute under conditions of oversaturation of informational business environment and is an object of study by both Ukrainian and foreign scholars DA Aaker, J. Trauat, J. Juler, B. Dryuniani, Ya.Viktor, J. Dado, M. Dolhash, E. Romat, T. Prymak, S. Kovalchuk, O. Tyabina, M . Vasylenko, L. Makarenko, I. Oklander, E. Kryvoroh etc. They all point out the significance of marketing communications development, complexity and accuracy of their formation for each enterprise. Their scientific works, nevertheless, lack examination and practical implementation of the system of kaizen by the enter prices in their complex marketing communications.

Moreover, the mentioned above methods are almost ignored in Ukrainian, but they are widely used in foreign enter prices. In particular, the very early kaizen strategy was used by the Japanese ventures and they proved these methods practical value.

The aim of this research paper is to prove the significance of practical implementation of the elements of kaizen strategies in marketing communications by our enter prices.

To solve the problems of research we used the following methods: comparative analysis (when studying the practical use of the elements of marketing communications by Ukrainian end foreign ventures); abstract and logical analysis (when developing of "wheels" of the use of kaizen strategies in marketing communications); system and structural analysis (when formulating stages of marketing communications program ).

The data of research were collected, worked out and summarized by the author personally (the initial materials on marketing communications, materials of scientific conferences, monographs on the questions under study as well as other scientific sources).

Kaizen strategy are based on the following principles:

1. The focus must be on the customers (for the company which implement the kaizen strategies. Their finished goods (services) should satisfy the customers demand.
2. The basic principle characterizing the concept of kaizen is a permanent alteration.
3. All problems should be determined in the public and set for public discussion. One cannot improve anything in the environment without problems.
4. Propagation of publicity is a minor stage of isolation among departments and working position (particularly in comparative with eastern companies).
5. Creation of working teams foresees that each worker becomes a member of a working team and of a corresponding level of quality(in the given case, the reliable information about commodities or servicer at the market).
6. Formulation of "the supporting relations" (each enterprise needs both successful financial results and warm relations inside its personnel because favorable climate there will obligatory cause successful business results, though, quite possibly, during the incomplete accounting period).
7. Self discipline (the ability to control and respect both yourself and all other workers and your enterprise in the whole).
8. Self – improvement (you should set the problems which you have to solve personally and start implementation of your personal tasks).

Marketing communications function is to support enterprise in realizing their strategies. To secure successful functioning of marketing communications of an enterprise we suggest using practically the elements of kaizen strategies through formulating the customer’s data base. One must get the fresh reliable information about commodities, place of their realization and the system of their discounts for consumers. One must use motivate approaches for workers. Besides, one must pay a particular attention to the following factors: the attitude to the bland and quality of a commodity (for a consumer); the use of innovative technologies and constant improvement of a commodity (for an enterprise); the constant improvement of job operations of publicity and self-improvement (for the workers of an enterprise).

Key words: Kaizen strategy, consumers, marketing communications, information resources, market, enterprise.