title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¿Ð»Ð°Ð½Ð° BTL-ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐÐ Â«ÐÐ¾Ð»Ð¾ÑÐ¾Ðµ ÑÐ±Ð»Ð¾ÐºÐ¾Â»)
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 a BTL-communication plan for an ORGANIZATION (By the example of the company Â«Golden appleÂ»)
Creators: name: ÐÐ°Ð¼ÐµÐ´Ð¾Ð²Ð°, ÐÐ¸Ñ
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: BTL-ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð¿Ð°ÑÑÑÐ¼ÐµÑÐ½Ð¾-ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÑÐµÑÐºÐ¸Ð¹ ÑÑÐ½Ð¾Ðº
Ð¿Ð»Ð°Ð½ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸
ÑÐµÐ³Ð¼ÐµÐ½ÑÐ°ÑÐ¸Ñ ÑÑÐ½ÐºÐ°
ÑÐµÐ»ÐµÐ²Ð°Ñ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ñ
Ð¼ÐµÐ¿ÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ñ
BTL - communication
marketing
perfume and cosmetics market
promotion plan of the organization
market segmentation
the target audience
events

description: Ð¦ÐµÐ»ÑÑ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¿Ð»Ð°Ð½Ð° BTL-ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð´Ð»Ñ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÐÐÐ Â«ÐÐ¾Ð»Ð¾ÑÐ¾Ðµ ÑÐ±Ð»Ð¾ÐºÐ¾Â». Ð Ð°Ð±Ð¾ÑÐ° Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð° Ð½Ð° Ð±Ð°Ð·Ðµ ÑÐµÑÐ¸ ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÑÐµÑÐºÐ¸-Ð¿Ð°ÑÑÑÐ¼ÐµÑÐ½ÑÑ ÑÑÐ¿ÐµÑÐ¼Ð°ÑÐºÐµÑÐ¾Ð² ÐÐÐ Â«ÐÐ¾Ð»Ð¾ÑÐ¾Ðµ ÑÐ±Ð»Ð¾ÐºÐ¾Â». ÐÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð½ÑÐµ Ð¼ÐµÑÐ¾Ð´Ñ: ÑÐ±Ð¾Ñ Ð¸ Ð¾Ð±ÑÐ°Ð±Ð¾ÑÐºÐ° Ð´Ð°Ð½Ð½ÑÑ, ÑÐµÑÐ½Ð¸ÐºÐ¾-ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¸Ð¹ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¿Ð¾ÐºÐ°Ð·Ð°ÑÐµÐ»ÐµÐ¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·, Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÐ°Ð·Ð»Ð¸ÑÐ½ÑÑ ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½Ð¾-Ð¿Ð¾ÐºÐ°Ð·Ð°ÑÐµÐ»ÑÐ½ÑÑ ÑÐ¿Ð¾ÑÐ¾Ð± Ð¾ÑÐµÐ½ÐºÐ¸ Ð²Ð½ÑÑÑÐµÐ½Ð½ÐµÐ¹ Ð¸ Ð²Ð½ÐµÑÐ½ÐµÐ¹ ÑÑÐµÐ´Ñ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸, Ð°Ð½ÐºÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ, Ð¾ÑÐµÐ½ÐºÐ° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐ¾ÐµÐºÑÐ°. ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ ÑÐ°Ð±Ð¾ÑÑ: â Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐµÐºÑÑÐµÐ³Ð¾ Ð¿Ð¾Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð¹ ÑÐµÑÐ¸ Â«ÐÐ¾Ð»Ð¾ÑÐ¾Ðµ ÑÐ±Ð»Ð¾ÐºÐ¾Â» Ð½Ð° ÑÑÐ½ÐºÐµ; âÐ½Ð° Ð±Ð°Ð·Ðµ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð²Ð½ÑÑÑÐµÐ½Ð½ÐµÐ¹ Ð¸ Ð²Ð½ÐµÑÐ½ÐµÐ¹ ÑÑÐµÐ´Ñ, Ð°Ð½Ð°Ð»Ð¸Ð·Ð° ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð² Ð²ÑÑÐ²Ð»ÐµÐ½Ñ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ñ Ð² Ð¾Ð±Ð»Ð°ÑÑÐ¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð¹ ÑÐµÑÐ¸; âÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð¿Ð¾ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ BTL-ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð´Ð»Ñ ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð¹ ÑÐµÑÐ¸ Â«ÐÐ¾Ð»Ð¾ÑÐ¾Ðµ ÑÐ±Ð»Ð¾ÐºÐ¾Â»; âÐ¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð¾ÑÐµÐ½ÐºÐ° ÐºÐ¾Ð¼Ð¼ÐµÑÑÐµÑÐºÐ¾Ð¹ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹. ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÐÐÐ  ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ, Ð¿Ð¾Ð»ÑÑÐµÐ½Ð½ÑÐµ Ð² ÑÐ¾Ð´Ðµ ÐÐÐ , Ð¼Ð¾Ð³ÑÑ Ð±ÑÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸ÑÐ¼Ð¸ ÑÐ¸ÑÐµÐ¹Ð»Ð° Ð´Ð»Ñ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÐºÐ¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹. ÐÑÐ¸ ÑÐ°Ð±Ð¾ÑÐµ Ð½Ð°Ð´ ÐÐÐ  Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ Ð¾ÑÐºÑÑÑÑÐµ ÑÐ¸ÑÑÐ¾Ð²ÑÐµ ÑÐµÑÑÑÑÑ ÑÐµÑÐ¸ ÐÐ½ÑÐµÑÐ½ÐµÑ: ÑÐ°Ð¹Ñ ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð¹ ÑÐµÑÐ¸, ÑÐ°Ð¹ÑÑ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð², ÑÐµÑÑÑÑÑ ÑÐ»ÐµÐºÑÑÐ¾Ð½Ð½Ð¾Ð¹ Ð±Ð¸Ð±Ð»Ð¸Ð¾ÑÐµÐºÐ¸ Ð¡ÐÐ±ÐÐ£ Ð¸ Ð´Ñ.Â  ÐÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸ ÐÐÐ  ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¾Ð±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð².
description: The aim of the graduate qualification work is to develop a BTL-communications plan for the promotion program of LLC Â«Golden AppleÂ». The work has been carried out on the materials chain of cosmetics and perfume supermarkets Â«Golden appleÂ», LLC. Research methods used: collection and processing of data, technical and economic analysis of company performance indicators, SWOT analysis, use of various comparative and indicative methods of assessing the internal and external environment of the organization, questionnaires, assessment of project effectiveness. The main results of the graduate qualification work: âan analysis of the companys current position of the Â«Golden AppleÂ» retail chain on the market was carried out; â based on the analysis of the internal and external environment, analysis of competitors, problems in the field of promotion of the retail network were identified; âmeasures were developed to improve BTL-communications for the Â«Golden AppleÂ» retail chain; â the commercial effectiveness of the proposed measures was assessed. The areas of the graduate qualification work results application:Â  The results obtained during the FQW can be used by retail enterprises to improve their marketing communications policy. Information technologies Internet: website of a trading network, websites of competitors, resources of the SPbPU electronic library, etc. Conclusions. Tasks have been solved, aim has been achieved, the areas of the results application have been determined.