title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÑÐºÐ¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸
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: Developing a strategy for the environmental marketing of the organization
Creators: name: Ð¨Ð°ÑÐµÐ½ÐºÐ¾, ÐÐ»ÐµÐ½Ð°
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ÐºÐ¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¸Ð¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð¾ÑÐ³Ð°Ð½Ð¸ÑÐµÑÐºÐ°Ñ ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÐºÐ°
Ð±Ð¸Ð·Ð½ÐµÑ-Ð¿ÑÐ¾ÐµÐºÑ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
environmental marketing
organic cosmetics
business project
marketing strategy

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ÐºÐ¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð´Ð»Ñ Ð²ÑÑÐ¾Ð´Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ORGN Ð½Ð° ÑÑÐ½Ð¾Ðº Ð Ð¾ÑÑÐ¸Ð¸. ÐÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸: - Ð¾ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸Ð·Ð¾Ð²Ð°ÑÑ Ð¸Ð´ÐµÐ¸ Ð½Ð¾Ð²Ð¾Ð³Ð¾ Ð±Ð¸Ð·Ð½ÐµÑ-Ð¿ÑÐ¾ÐµÐºÑÐ° Ð² ÑÑÐµÑÐµ ÑÐºÐ¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°; - Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°ÑÑ ÑÐ¸Ð»Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¸Ð¸ Ð½Ð° ÑÑÐ½ÐºÐµ ÑÐºÐ¾ÑÐ¾Ð²Ð°ÑÐ¾Ð²; - Ð¾ÑÑÑÐµÑÑÐ²Ð¸ÑÑ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐ°ÐºÑÐ¾ÑÐ¾Ð² Ð¼Ð°ÐºÑÐ¾ÑÑÐµÐ´Ñ Ð½Ð° ÑÑÐ½ÐºÐµ ÑÐºÐ¾ÑÐ¾Ð²Ð°ÑÐ¾Ð²; - Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°ÑÑ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð² Ð½Ð° ÑÑÐ½ÐºÐµ ÑÐºÐ¾ÑÐ¾Ð²Ð°ÑÐ¾Ð²; - Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°ÑÑ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹ Ð¿ÑÐ¸ Ð²ÑÐ±Ð¾ÑÐµ ÑÐºÐ¾ÑÐ¾Ð²Ð°ÑÐ¾Ð²; - Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸ÑÐµÑÐºÐ¸Ðµ ÑÐµÑÐµÐ½Ð¸Ñ, Ð°ÐºÑÑÐ°Ð»ÑÐ½ÑÐµ Ð´Ð»Ñ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ, ÑÐ°Ð±Ð¾ÑÐ°ÑÑÐµÐ³Ð¾ Ð² ÑÑÐµÑÐµ ÑÐºÐ¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°; - Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°ÑÑ Ð²ÑÐ±Ð¾Ñ ÑÐµÐ»ÐµÐ²Ð¾Ð³Ð¾ ÑÑÐ½ÐºÐ° Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ; - ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸. ÐÐºÑÑÐ°Ð»ÑÐ½Ð¾ÑÑÑ ÑÐµÐ¼Ñ Ð¾Ð±ÑÑÐ»Ð¾Ð²Ð»ÐµÐ½Ð° ÑÐ°ÑÑÑÑÐ¸Ð¼ ÑÑÐµÐ½Ð´Ð¾Ð¼ Ð½Ð° Ð¾ÑÐ¾Ð·Ð½Ð°Ð½Ð½Ð¾Ðµ Ð¿Ð¾ÑÑÐµÐ±Ð»ÐµÐ½Ð¸Ðµ. 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Ð¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½ Ð¿ÐµÑÐµÑÐµÐ½Ñ Ð¸Ð· Ð¸Ð½Ð¸ÑÐ¸Ð°ÑÐ¸Ð², ÑÐ²ÑÐ·Ð°Ð½Ð½ÑÑ Ñ ÑÐ°Ð·Ð½ÑÐ¼Ð¸ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ°Ð¼Ð¸, Ð²ÑÐ¾Ð´ÑÑÐ¸Ð¼Ð¸ Ð² ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑ ÑÐºÐ¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°. ÐÐ°Ð½Ð½ÑÐµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ ÑÐ¾Ð³Ð»Ð°ÑÐ¾Ð²Ð°Ð½Ñ Ð¼ÐµÐ¶Ð´Ñ ÑÐ¾Ð±Ð¾Ð¹ Ð² Ð¿Ð»Ð°Ð½Ðµ ÑÐ¾Ð´ÐµÑÐ¶Ð°Ð½Ð¸Ñ ÑÐ¾Ð¾Ð±ÑÐµÐ½Ð¸Ð¹ Ð±ÑÐµÐ½Ð´Ð°, Ð´Ð¾Ð¿Ð¾Ð»Ð½ÑÑÑÐ¸Ñ Ð´ÑÑÐ³ Ð´ÑÑÐ³Ð°. Ð¡ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸ÑÐ¼, Ð¿ÑÐ¸Ð·Ð²Ð°Ð½Ð½ÑÐ¼ ÑÑÐ¸Ð»Ð¸ÑÑ Ð±ÑÐµÐ½Ð´ Ð±Ð»Ð°Ð³Ð¾Ð´Ð°ÑÑ ÑÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³-Ð¼Ð¸ÐºÑÐ°, Ð¿ÑÑÐµÐ¼ Ð°ÐºÑÐ¸Ð²Ð½Ð¾Ð³Ð¾ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐºÐ°Ð·Ð°Ð½Ð½ÑÑ ÑÑÐ¾ÑÐ¾Ð½ Ð±ÑÐµÐ½Ð´Ð°.
description: The aim of the work is to develop a strategic marketing strategy for ORGN to enter the Russian market. Possible problems were solved: - describe the ideas of a new business project in the field of environmental marketing; - analyze the strength of competition in the market of eco-products; - to carry out an analysis of the macro environment in the market of eco-products; - research competitors in the market of eco-products; - to investigate the behavior of consumers when choosing eco-products; - substantiate strategic decisions that are relevant for an enterprise operating in the field of environmental marketing; - justify the choice of the target market of the enterprise; - develop recommendations for the implementation of the strategy. The relevance of the topic is due to the growing trend towards conscious consumption. Sources of information are data from domestic and foreign research literature, open Internet resources and news agencies. A list of initiatives associated with various tools included in the environmental marketing complex has been formed. These tools are consistent with each other in terms of the content of brand messages that complement each other. Recommendations are made for activities designed to strengthen the brand by improving the communication marketing mix, through the active use of these aspects of the brand.