title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸ Ð¸ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° ÑÐµÑÐ¸ ÑÑÐ¿ÐµÑÐ¼Ð°ÑÐºÐµÑÐ¾Ð²
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 the concept and strategy for promoting the brand of a supermarket chain
Creators: name: Ð ÑÐ´ÐµÐ½ÐºÐ¾, ÐÑ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: 2021
Subjects: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ
Ð±ÑÐµÐ½Ð´
ÑÑÐ¿ÐµÑÐ¼Ð°ÑÐºÐµÑ
ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ
marketing
promotion
promotion strategy
brand
supermarket
promotion concept

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description: The topic of the bachelor's final qualifying work: "Development of the concept and strategy for promoting the brand of a supermarket chain". The purpose of the presented work is to develop a brand and a strategy for promoting a new player in the food retail market. Tasks of the work: ï­ formulation of the general characteristics of the business idea of a new player in the food retail market; ï­ analysis of the factors of the macro-and external micro-environment of the enterprise; ï­ conducting a marketing research of consumer behavior trends and their main preferences in choosing retail chains when buying products; ï­ conducting research on consumer perception of the corporate identity of market participants; ï­ bringing branding solutions based on the positioning of a new participant; ï­ the product of the choice of the target market of the enterprise. ï­ development of the company's promotion strategy and creation of recommendations for its implementation; ï­ evaluation of the effectiveness of the proposed measures to communicate positioning to the target segments. Methodology of the work: analysis of literature, legal acts and open sources, marketing analysis, in-depth interviews, questionnaires. The main results of the work were the results of quantitative and qualitative marketing research, analysis and evaluation of the marketing environment in the market, selection of the target market and audience, positioning, development of the brand image and promotion strategy, providing recommendations for its implementation and evaluation of effectiveness. The practical significance of the work lies in the possibility of using the results of the research for the subsequent development of the brand or its adjustment to the existing market conditions and trends.