title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸ ÑÐµÐ±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ð° Ð¼Ð¾Ð»Ð¾ÑÐ½Ð¾Ð¹ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐÐ Â«ÐÐ­ÐÐÐÐÐ¨Â»)
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: Development of rebranding for the dairy store (on the example of OOO Â«MAIDVISHÂ»)
Creators: name: ÐÑÐ»ÐµÐ²Ð¸Ñ, ÐÐºÐ°ÑÐµÑÐ¸Ð½Ð°
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: 2023
Subjects: ÑÐµÐ±ÑÐµÐ½Ð´Ð¸Ð½Ð³
ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ðµ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ðµ
ÑÐ¾Ð·Ð½Ð¸ÑÐ½Ð°Ñ ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ñ
ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½Ð°Ñ ÑÑÐµÐ´Ð°
Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ
rebranding
trading enterprise
retail
competitive environment
positioning

description: Ð¦ÐµÐ»ÑÑ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÑÐµÐ±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° ÑÐµÑÐ¸ Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ð¾Ð² ÑÐ¾Ð·Ð½Ð¸ÑÐ½Ð¾Ð¹ ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ð¸ ÐºÐ¸ÑÐ»Ð¾Ð¼Ð¾Ð»Ð¾ÑÐ½ÑÐ¼Ð¸ Ð¿ÑÐ¾Ð´ÑÐºÑÐ°Ð¼Ð¸ Â«ÐÐ°Ð²ÐºÐ° Ð¤Ð¾ÐºÐ¸Ð½Ð°Â» Ð´Ð»Ñ Ð¾Ð±ÐµÑÐ¿ÐµÑÐµÐ½Ð¸Ñ ÐµÐµ ÑÑÐ¿ÐµÑÐ½Ð¾Ð³Ð¾ Ð²Ð¾Ð·Ð²ÑÐ°ÑÐµÐ½Ð¸Ñ Ð½Ð° ÑÑÐ½Ð¾Ðº. ÐÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸: - ÑÐ¾ÑÑÐ°Ð²Ð¸ÑÑ Ð¸ Ð¸Ð·ÑÑÐ¸ÑÑ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ½ÑÑ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÑ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÑÐµÑÐ¸ Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ð¾Ð² Â«ÐÐ°Ð²ÐºÐ° Ð¤Ð¾ÐºÐ¸Ð½Ð°Â»; - Ð¿ÑÐ¾Ð²ÐµÑÑÐ¸ Ð¸ Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°ÑÑ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¿ÑÐ¸ÐºÐ»Ð°Ð´Ð½ÑÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¸Ì Ð´Ð»Ñ ÑÑÐ¾ÑÐ½ÐµÐ½Ð¸Ñ Ð¿Ð°ÑÐ°Ð¼ÐµÑÑÐ¾Ð² ÑÐ°Ð·ÑÐ°Ð±Ð°ÑÑÐ²Ð°ÐµÐ¼Ð¾Ð³Ð¾ ÑÐµÑÐµÐ½Ð¸Ñ; - Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°ÑÑ ÑÐµÑÐµÐ½Ð¸Ðµ ÑÐµÐ±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ Ð±ÑÐ´Ð¶ÐµÑ Ð²Ð²ÐµÐ´ÐµÐ½Ð½ÑÑ Ð¸Ð·Ð¼ÐµÐ½ÐµÐ½Ð¸Ð¹. ÐÐºÑÑÐ°Ð»ÑÐ½Ð¾ÑÑÑ ÑÐµÐ¼Ñ Ð¾Ð±ÑÑÐ»Ð¾Ð²Ð»ÐµÐ½Ð° Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÑÐµÐ±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° Ð¸ ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ ÐµÐ¹, Ð²ÐµÐ´Ñ Ð²ÑÑÐ¾ÐºÐ¸Ð¹ ÑÑÐ¾Ð²ÐµÐ½Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¸Ð¸ Ð½Ð° ÑÑÐ½ÐºÐµ Ð¼Ð¾Ð»Ð¾ÑÐ½Ð¾Ð¹ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸ Ð²ÐµÐ´ÐµÑ Ðº ÑÐ¾Ð¼Ñ, ÑÑÐ¾ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»Ñ ÑÑÐ°Ð½Ð¾Ð²Ð¸ÑÑÑ ÑÑÐµÐ±Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½ÐµÐµ Ð¸ Ð¸Ð·Ð±Ð¸ÑÐ°ÑÐµÐ»ÑÐ½ÐµÐµ. ÐÐ¼ÐµÐ½Ð½Ð¾ Ð¿Ð¾ ÑÑÐ¾Ð¼Ñ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸ÑÐ¼ Ð¿ÑÐ¸ÑÐ¾Ð´Ð¸ÑÑÑ Ð¸ÑÐºÐ°ÑÑ Ð½Ð¾Ð²ÑÐµ Ð¿ÑÑÐ¸ Ð¸ ÑÐµÑÐµÐ½Ð¸Ñ, ÐºÐ¾ÑÐ¾ÑÑÐµ Ð½Ðµ ÑÐ¾Ð»ÑÐºÐ¾ Ð´Ð¾Ð»Ð¶Ð½Ñ ÑÐ´ÐµÑÐ¶Ð¸Ð²Ð°ÑÑ ÑÐ¶Ðµ ÑÑÑÐµÑÑÐ²ÑÑÑÐ¸Ðµ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¸, Ð½Ð¾ Ð¸ ÑÐ°ÑÑÐ¸ÑÑÑÑ Ð³ÑÐ°Ð½Ð¸ÑÑ ÑÐ²Ð¾ÐµÐ³Ð¾ Ð²Ð»Ð¸ÑÐ½Ð¸Ñ. ÐÑÑÐ¾ÑÐ½Ð¸ÐºÐ°Ð¼Ð¸ Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¸ Ð²ÑÑÑÑÐ¿Ð¸Ð»Ð¸ Ð´Ð°Ð½Ð½ÑÐµ Ð¾ÑÐµÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ð¹ Ð¸ Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½Ð¾Ð¹ Ð½Ð°ÑÑÐ½Ð¾-Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°ÑÐµÐ»ÑÑÐºÐ¾Ð¹ Ð»Ð¸ÑÐµÑÐ°ÑÑÑÑ, Ð¾ÑÐ¸ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÐÐ½ÑÐµÑÐ½ÐµÑ-ÑÐµÑÑÑÑÐ¾Ð² Ð¸ Ð°Ð½Ð°Ð»Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð°Ð³ÐµÐ½ÑÑÑÐ². ÐÑÐ¸ ÑÐ±Ð¾ÑÐµ Ð´Ð°Ð½Ð½ÑÑ, Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼ÑÑ Ð´Ð»Ñ Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð¸Ñ ÑÐ°Ð±Ð¾ÑÑ, Ð±ÑÐ»Ð° Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð° Ð¿Ð¾Ð¸ÑÐºÐ¾Ð²Ð°Ñ ÑÐ¸ÑÑÐµÐ¼Ð° Google. ÐÑÐ¸ Ð¾Ð±ÑÐ°Ð±Ð¾ÑÐºÐµ Ð´Ð°Ð½Ð½ÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð»Ð¸ÑÑ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ/Ð¼ÐµÑÐ¾Ð´Ñ/Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¾Ð½Ð½ÑÐµ ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¸: Microsoft Word, Microsoft Excel, Adobe Photoshop. ÐÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ñ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð¿Ð¾ ÑÐµÐ±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ñ ÑÐµÑÐ¸ Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ð¾Ð², Ð´Ð°Ð½Ð½ÑÐµ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð¼Ð¾Ð³ÑÑ Ð±ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ñ ÐÐÐ Â«ÐÐ­ÐÐÐÐÐ¨Â» Ð´Ð»Ñ Ð²Ð¾Ð·Ð²ÑÐ°ÑÐµÐ½Ð¸Ñ Ð¿ÑÐ¾ÐµÐºÑÐ° Â«ÐÐ°Ð²ÐºÐ° Ð¤Ð¾ÐºÐ¸Ð½Ð°Â» Ð½Ð° ÑÑÐ½Ð¾Ðº.
description: The purpose of this work was to develop a rebranding strategy for the chain of retail stores of fermented milk products Â«Lavka FokinaÂ» to ensure its successful return to the market. The following tasks were solved: - to draw up and study a comprehensive description of the activities of the Â«Lavka FokinaÂ» chain of stores; - conduct and analyze the results of applied marketing research to clarify the parameters of the solution being developed; - justify the decision to rebrand the organization and develop a budget for the introduced changes. The relevance of the topic is due to the planning and management of the rebranding campaign, because the high level of competition in the dairy market leads to the fact that the consumer becomes more demanding and selective. That is why organizations have to look for new ways and solutions that should not only hold existing positions, but also expand the boundaries of their influence. The sources of information were data from domestic and foreign research literature, official Internet resources and analytical agencies. When collecting the data necessary to perform the work, the Google search engine was used. The following programs/methods/information technologies were used in data processing: Microsoft Word, Microsoft Excel, Adobe Photoshop. Measures for the rebranding of the chain of stores are proposed, these events can be applied by Â«MAIDVISH LLCÂ» to return the Â«Â«Lavka FokinaÂ» project to the market.