title: ÐÐ±ÐµÑÐ¿ÐµÑÐµÐ½Ð¸Ðµ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ ÑÑÐ°Ð½ÑÐ°Ð¹Ð·Ð¸Ð½Ð³Ð¾Ð²Ð¾Ð³Ð¾ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ ÑÐµÑÑÐ¾ÑÐ°Ð½Ð½Ð¾Ð³Ð¾ Ð±Ð¸Ð·Ð½ÐµÑÐ° Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ°Ð¼Ð¸ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð¸ PR
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: Ensuring the competitiveness of the franchising enterprise of the restaurant business with advertising and PR tools
Creators: name: ÐÐ°Ð½ÐºÐ¾Ð²Ð¸Ñ, ÐÐ¸ÐºÐ¸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: 2024
Subjects: ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ðµ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
ÑÐµÐºÐ»Ð°Ð¼Ð½Ð°Ñ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ñ
ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÑ
ÑÑÐ°Ð½ÑÐ°Ð¹Ð·Ð¸Ð½Ð³
ÑÐµÑÑÐ¾ÑÐ°Ð½Ð½ÑÐ¹ Ð±Ð¸Ð·Ð½ÐµÑ
communication promotion
advertising campaign
competitiveness
franchising
restaurant business

description: Ð Ð´Ð°Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÐµ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ð¾ Ð¿Ð¾Ð½ÑÑÐ¸Ðµ Â«ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÑÂ» Ð¸ Â«ÑÑÐ°Ð½ÑÐ°Ð¹Ð·Ð¸Ð½Ð³Â». ÐÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ñ Ð¼ÐµÑÐ¾Ð´Ñ Ð¾Ð±ÐµÑÐ¿ÐµÑÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ°Ð¼Ð¸ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð¸ PR. Ð Ð°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÑÑÑ Ð¸ Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²ÑÐ²Ð°ÐµÑÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÑÐ°Ð½ÑÐ°Ð¹Ð·Ð¸Ð½Ð³Ð° ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° ÑÐ¸ÑÐ¼Ñ Ð¸ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ð¸ ÐµÐ³Ð¾ Ð½Ð° Ð´ÑÑÐ³Ð¸Ñ Ð³ÐµÐ¾Ð³ÑÐ°ÑÐ¸ÑÐµÑÐºÐ¸Ñ ÑÑÐ½ÐºÐ°Ñ Ð¸ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ Ñ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸ÐµÐ¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. ÐÐ°Ð½Ð° Ð¾Ð±ÑÐ°Ñ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÐ° Ð¾ÑÑÐ°ÑÐ»ÐµÐ²Ð¾Ð³Ð¾ ÑÑÐ½ÐºÐ° ÑÐµÑÑÐ¾ÑÐ°Ð½Ð½Ð¾Ð³Ð¾ Ð±Ð¸Ð·Ð½ÐµÑÐ° Ð¸ Ð¾ÑÐ»Ð¸ÑÐ¸ÑÐµÐ»ÑÐ½ÑÑ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð½Ð° ÑÑÐ½ÐºÐµ. ÐÐ»Ñ ÑÐµÑÑÐ¾ÑÐ°Ð½Ð° Â«Ð¡ÑÑÐ¾Ð²Ð°ÑÐ½ÑÂ» (ÐÐÐ Â«Ð ÐµÑÑÐÑÐ¾Â») Ð±ÑÐ» ÑÐ¾ÑÑÐ°Ð²Ð»ÐµÐ½ Ð¿Ð¾ÑÑÑÐµÑ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸ Ð¸ Ð¼Ð°ÑÑÐ¸ÑÐ° ÑÑÐµÐ¹ÐºÑÐ¾Ð»Ð´ÐµÑÐ¾Ð² ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. ÐÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ð° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ, Ð¾ÑÐµÐ½ÐµÐ½Ñ ÐµÐµ ÑÐ»Ð°Ð±ÑÐµ Ð¸ ÑÐ¸Ð»ÑÐ½ÑÐµ ÑÑÐ¾ÑÐ¾Ð½Ñ. ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð², Ð² ÑÐ¾Ð¼ ÑÐ¸ÑÐ»Ðµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸. ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ð¸ Ð°Ð½Ð°Ð»Ð¸Ð·Ð°, Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½ Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½ Ð¿Ð»Ð°Ð½ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¸ ÐµÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ.
description: In this paper, the concepts of "competitiveness" and "franchising" are considered. The methods of ensuring competitiveness through advertising and PR tools are analyzed. The use of franchising as a tool for promoting the companys brand and developing it in other geographical markets and as a communication tool with the target audience of the company is considered and justified. The general characteristics of the branch market of the restaurant business and the distinctive features of market promotion are given. A portrait of the target audience and a matrix of the companys stakeholders were compiled for the Â«SyrovarnyaÂ» restaurant (RestPro LLC). The communication activity is analyzed, its weaknesses and strengths are evaluated. The analysis of competitors, including communication activities, was carried out. Based on the analysis, a plan for the development of the company and its communication promotion is presented.