title: ÐÐ»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Inditex
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Planning an internet communications strategy for Inditex
Creators: name: ÐÑÐºÐ¾Ð²Ð°, ÐÐ»Ð¸ÑÐ°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2020
Subjects: Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ
Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
ÑÑÑÐ°ÑÐµÐ³Ð¸ÑÐµÑÐºÐ¾Ðµ Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ
positioning
internet communications
promotion
strategic planning

description: Ð¢ÐµÐ¼Ð° Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ: Â«ÐÐ»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ InditexÂ». ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° ÑÐ¿ÐµÑÐ¸ÑÐ¸ÐºÐ¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð´Ð»Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÑÐ¾Ð²Ð°ÑÐ¾Ð² Ð² ÑÐµÑÐ¸ ÐÐ½ÑÐµÑÐ½ÐµÑ Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð¸Ð·ÑÑÐµÐ½Ð¸Ñ ÑÐ¾ÑÑÐ¾ÑÐ½Ð¸Ñ ÑÑÐ½ÐºÐ°, Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÑÐµÐ¼Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹ Ð¸ Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¾Ð¿ÑÑÐ° Ð¿Ð¾ÑÑÑÐ¾ÐµÐ½Ð¸Ñ Ð¿Ð¾Ð´Ð¾Ð±Ð½ÑÑ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹. ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐµÑÐ°Ð»Ð¸ÑÑ Ð² ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: 1. ÐÐ½Ð°Ð»Ð¸Ð· ÑÐ°ÐºÑÐ¾ÑÐ¾Ð², Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÑÑÑÐ¸Ñ Ð¿Ð¾Ð»Ð¾Ð¶ÐµÐ½Ð¸Ðµ Ð±ÑÐµÐ½Ð´Ð° Ð½Ð° ÑÑÐ½ÐºÐµ. 2. ÐÐ¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ðµ Ð°Ð»ÑÑÐµÑÐ½Ð°ÑÐ¸Ð²Ð½ÑÑ Ð²Ð°ÑÐ¸Ð°Ð½ÑÐ¾Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð°. 3. ÐÐ±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²ÑÐ±Ð¾ÑÐ° Ð²Ð°ÑÐ¸Ð°Ð½ÑÐ° Ð¸Ð½ÑÐµÑÐ½ÐµÑ â ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð±ÑÐµÐ½Ð´Ð°. 4. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼ÐµÐ´Ð¸Ð° â Ð¿Ð»Ð°Ð½Ð°, ÐºÐ¾Ð½ÑÐµÐ½Ñ â Ð¿Ð»Ð°Ð½Ð° Ð¸ ÑÐ²Ð¾ÑÑÐµÑÐºÐ¾Ð¹ ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð´Ð»Ñ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð±ÑÐµÐ½Ð´Ð°. Ð ÑÐ°Ð±Ð¾ÑÐµ Ð´Ð°Ð½Ð° ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÐ° Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· Ð²Ð½ÑÑÑÐµÐ½Ð½ÐµÐ¹ Ð¸ Ð²Ð½ÐµÑÐ½ÐµÐ¹ ÑÑÐµÐ´Ñ. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½Ð¾Ð³Ð¾ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° ÑÐ´Ð°Ð»Ð¾ÑÑ Ð²ÑÑÑÐ½Ð¸ÑÑ, ÐºÐ°ÐºÐ¸Ð¼ Ð¾Ð±ÑÐ°Ð·Ð¾Ð¼ Ð¸ Ñ Ð¿Ð¾Ð¼Ð¾ÑÑ ÐºÐ°ÐºÐ¸Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÑ Ð¾ÑÑÑÐµÑÑÐ²Ð»ÑÑÑ ÑÐ²Ð¾Ñ ÑÐµÐºÐ»Ð°Ð¼Ð½ÑÑ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ Ð´Ð»Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¸ ÑÐ°ÑÐ¿ÑÐ¾ÑÑÑÐ°Ð½ÐµÐ½Ð¸Ñ ÑÐ²Ð¾ÐµÐ¹ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸. ÐÐ½Ð°Ð»Ð¸Ð· ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¿Ð¾Ð¼Ð¾Ð³ Ð²ÑÑÐ²Ð¸ÑÑ Ð¸ Ð¾ÑÐµÐ½Ð¸ÑÑ ÑÐ¸Ð»ÑÐ½ÑÐµ Ð¸ ÑÐ»Ð°Ð±ÑÐµ ÑÑÐ¾ÑÐ¾Ð½Ñ Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð´ÐµÐ¹ÑÑÐ²Ð¸Ñ Ñ ÑÐµÐ»ÐµÐ²ÑÐ¼Ð¸ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸ÑÐ¼Ð¸ Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ, ÑÐ¿Ð¾ÑÐ¾Ð±Ð½ÑÑ Ð½Ð°Ð»Ð°Ð´Ð¸ÑÑ Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð¾ÑÐ½Ð¾ÑÐµÐ½Ð¸Ñ Ñ Ð¿Ð¾ÐºÑÐ¿Ð°ÑÐµÐ»ÑÐ¼Ð¸ Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ Ð¿Ð¾Ð»ÑÑÐµÐ½Ð¸Ñ Ð¾Ð±ÑÐ°ÑÐ½Ð¾Ð¹ ÑÐ²ÑÐ·Ð¸ Ð¸ Ð²Ð¾Ð²Ð»ÐµÑÐµÐ½Ð½Ð¾ÑÑÐ¸ Ð² Ð¶Ð¸Ð·Ð½Ñ Ð±ÑÐµÐ½Ð´Ð°. ÐÐ¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ñ ÐºÐ»ÑÑÐµÐ²ÑÐµ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ: ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¸ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ðµ Ð½Ð¾Ð²ÑÑ ÑÑÐ½ÐºÑÐ¸Ð¹ Ð½Ð° ÑÐ°Ð¹ÑÐµ Ð¸ Ð² Ð¼Ð¾Ð±Ð¸Ð»ÑÐ½Ð¾Ð¼ Ð¿ÑÐ¸Ð»Ð¾Ð¶ÐµÐ½Ð¸Ð¸, Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÐµÑÑÑÑÐ¾Ð² ÑÐ»ÐµÐºÑÑÐ¾Ð½Ð½Ð¾Ð¹ Ð¿Ð¾ÑÑÑ Ð¸ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ðµ Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÑÐ¸ Instagram Ð´Ð»Ñ ÐºÐ¾Ð½ÑÐ°ÐºÑÐ° Ñ ÑÑÑÑÐºÐ¾ÑÐ·ÑÑÐ½Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸ÐµÐ¹.
description: Theme of the final qualification work: âPlanning Inditex Internet Communications Strategyâ. This work is devoted to the specifics of developing a communication strategy for promoting goods on the Internet based on a study of the state of the market, the activities of the analyzed company and practical experience in building such advertising strategies. Tasks that were solved during the study: 1. Analysis of factors determining the brandâs position in the market. 2. Identification of alternative brand promotion options. 3. Justification for choosing the brandâs Internet communications option. 4. Development of a media plan, content plan and creative campaign concept for the brandâs online communications. The paper describes the activities of the company, analyzes the internal and external environment. As a result of the competitive analysis, it was possible to find out how and with the help of which tools competitors carry out their advertising activities to promote and distribute their products. The analysis of the communication company helped to identify and evaluate the strengths and weaknesses of the interaction with target audiences and to develop a communication strategy that can establish relationships with customers by obtaining feedback and involvement in the brandâs life. Key areas were identified: improving and introducing new functions on the site and in the mobile application, using email resources and developing in the social network Instagram to contact a Russian-speaking audience. â