title: ÐÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÑÐµÑÐ¸ ÐºÐ¾ÑÐµÐµÐ½ Ð² Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³Ðµ
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: Communication strategy for the promotion of a chain of coffee shops in St. Petersburg
Creators: name: ÐÐ¾Ð²Ð¸ÐºÐ¾Ð², ÐÐ°Ð²ÐµÐ»
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: ÐºÐ¾ÑÐµÐ¹Ð½ÑÐ¹ ÑÑÐ½Ð¾Ðº
ÑÐµÑÐ¸ ÐºÐ¾ÑÐµÐµÐ½
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÑÑ
Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ð° Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸
coffee market
coffee shop chains
communication strategy
social media promotion
loyalty program

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸ÑÐ¼ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÐºÐ¾ÑÐµÐ¹Ð½Ð¾Ð¹ Ð¾ÑÑÐ°ÑÐ»Ð¸ Ð² ÑÐµÑÐ¸ ÐÐ½ÑÐµÑÐ½ÐµÑ. Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ 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ÐµÑÐ¸ ÐºÐ¾ÑÐµÐµÐ½. 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: ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÑÑ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð² ÑÐµÑÐ¸ ÐÐ½ÑÐµÑÐ½ÐµÑ; ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ; Ð¸Ð·ÑÑÐ¸ÑÑ, ÐºÐ°Ðº Ð¿ÑÐ¸Ð¼ÐµÐ½ÑÐ»Ð°ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð½Ð° Ð±Ð°Ð·Ðµ ÑÐµÑÐ¸ ÐºÐ¾ÑÐµÐµÐ½; ÑÐ¾ÑÑÐ°Ð²Ð¸ÑÑ Ð¾Ð±ÑÑÑ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÑ ÑÐµÑÐ¸ ÐºÐ¾ÑÐµÐµÐ½; Ð¿ÑÐ¾Ð²ÐµÑÑÐ¸ Ð°Ð½Ð°Ð»Ð¸Ð· ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÑÐµÑÐ¸ ÐºÐ¾ÑÐµÐµÐ½; ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÑÐµÑÐ¸ ÐºÐ¾ÑÐµÐµÐ½, Ð¸ÑÑÐ¾Ð´Ñ Ð¸Ð· Ð±ÑÐ´Ð¶ÐµÑÐ½ÑÑ Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑÐµÐ¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. Ð Ð°Ð±Ð¾ÑÐ° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð½Ð° Ð±Ð°Ð·Ðµ ÑÐµÑÐ¸ ÐºÐ¾ÑÐµÐµÐ½ Â«Ð©ÐµÐ³Ð¾Ð»Â» Ð² Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³Ðµ. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ» Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð°ÑÐ¿ÐµÐºÑÐ¾Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð² ÑÐµÑÐ¸ ÐÐ½ÑÐµÑÐ½ÐµÑ; ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ Ð²Ð°ÑÐ¸Ð°Ð½ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ; ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½ ÑÑÐµÐ½Ð°ÑÐ¸Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ, Ð² ÐºÐ¾ÑÐ¾ÑÑÐ¹ Ð²ÑÐ¾Ð´Ð¸Ñ Ð¿Ð»Ð°Ð½-ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ðµ ÑÐµÑÐ¸ ÐºÐ¾ÑÐµÐµÐ½ Â«Ð©ÐµÐ³Ð¾Ð»Â» Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð¹ ÑÐµÑÐ¸ VK Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸.
description: This work is devoted to research on strategies for promoting the coffee industry on the Internet. The purpose of the study is to develop a communication strategy for promoting the coffee chain. The tasks that were solved during the research: to consider the main marketing tools for promotion on the Internet; to consider the communication strategy as a promotion tool; to study how the strategy based on the coffee chain was applied; to make a general description; to analyze the communication activities; to develop a communication strategy for promoting, based on the budget capabilities of the company. The work was carried out on the basis of the Shchegol coffee chain in St. Petersburg. As a result of the research, a detailed analysis of the theoretical aspects of Internet promotion was carried out; communication promotion options were considered; a scenario for an optimal communication promotion strategy was developed, which includes the plan of development of the Shchegol coffee chain on the VK social network and the development of a loyalty program.