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° ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÐºÐ¸
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 of cosmetics brand promotion
Creators: name: ÐÐµÐ²ÑÐµÐ½ÐºÐ¾, ÐÐ½Ð°ÑÑÐ°Ñ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: 2021
Subjects: Ð±ÑÐµÐ½Ð´ ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÐºÐ¸
ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
Ð±ÑÐµÐ½Ð´
ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÑ
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð² Ð¸Ð½ÑÐµÑÐ½ÐµÑÐµ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
cosmetics brand
promotion strategy
promotion
brand
competitors
internet promotion
marketing

description: Ð¢ÐµÐ¼Ð° Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ: Â«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° ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÐºÐ¸Â». ÐÐ±ÑÐµÐºÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð´Ð°Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ Ð±ÑÐµÐ½Ð´ ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÐºÐ¸, Ð¿ÑÐµÐ´Ð¼ÐµÑ - ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÐ¸ Ð±ÑÐµÐ½Ð´Ð° ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÐºÐ¸. Ð¦ÐµÐ»Ñ Ð´Ð°Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ Ð·Ð°ÐºÐ»ÑÑÐ°ÐµÑÑÑ Ð² ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸ Ð¸ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÐºÐ¸. ÐÐ°Ð´Ð°ÑÐ¸, ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ð½ÑÐµ Ð² Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÐµ, Ð²ÑÐ³Ð»ÑÐ´ÑÑ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ð¼ Ð¾Ð±ÑÐ°Ð·Ð¾Ð¼: 1. ÐÐ°ÑÑ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÑ ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸ ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð°. 2. ÐÑÐ¾Ð²ÐµÑÑÐ¸ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÐµÐ´Ñ Ð±ÑÐµÐ½Ð´Ð° ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÐºÐ¸. 3. ÐÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°ÑÑ ÑÐ¾ÑÑÐ¾ÑÐ½Ð¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð±ÑÐµÐ½Ð´Ð° ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÐºÐ¸. 4. ÐÑÐ¾Ð²ÐµÑÑÐ¸ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð². 5. ÐÑÐ¾Ð²ÐµÑÑÐ¸ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ð³Ð¾ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ. 6. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ñ Ð±ÑÐµÐ½Ð´Ð° ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÐºÐ¸. 7. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð° ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÐºÐ¸ Ð½Ð° ÑÑÐ½Ð¾Ðº. 8. ÐÑÐµÐ½Ð¸ÑÑ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹. ÐÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ°Ñ Ð·Ð½Ð°ÑÐ¸Ð¼Ð¾ÑÑÑ Ð·Ð°ÐºÐ»ÑÑÐ°ÐµÑÑÑ Ð² Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑÐ¸ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐµÐ³Ð¾ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð½ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹ Ð´Ð»Ñ Ð²ÑÐ²ÐµÐ´ÐµÐ½Ð¸Ñ Ð½Ð° ÑÑÐ½Ð¾Ðº Ð½Ð¾Ð²Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´ÑÐºÑÐ° Ñ Ð¿Ð¾ÑÐ»ÐµÐ´ÑÑÑÐ¸Ð¼ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸ÐµÐ¼ Ð¸Ð»Ð¸ Ð´Ð»Ñ ÑÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ°Ð±Ð¾ÑÑ ÑÐ¶Ðµ ÑÑÑÐµÑÑÐ²ÑÑÑÐµÐ¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð¿ÑÐ¾Ð´ÐµÐ»Ð°Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð° Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½Ð° Ð¸Ð´ÐµÑ Ð¿Ð¾ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ Ð½Ð¾Ð²Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÑÑÐ¾Ð´Ð¾Ð²Ð¾Ð¹ ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÐºÐ¸ Â«NewMixÂ», Ð¾Ð¿Ð¸ÑÐ°Ð½Ð° ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÐ° Ð¿ÑÐ¾ÐµÐºÑÐ°, Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¼Ð°ÐºÑÐ¾- Ð¸ Ð¼Ð¸ÐºÑÐ¾ÑÑÐµÐ´Ñ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ, Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÑ, ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¸ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÐµÐµ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ Ð¸ Ð¾ÑÐµÐ½ÐºÐµ.
description: The subject of the graduate qualification work is Â«Development of the concept and strategy for promoting the brand of cosmeticsÂ» The research object of this work is the cosmetics brand, the subject is the characteristics of the cosmetics brand. The purpose of this work is to develop a concept and strategy for promoting a cosmetics brand. The tasks considered in the presented work are as follows: 1. Describe the concept of a cosmetic brand. 2. Conduct an analysis of the marketing environment of the cosmetics brand. 3. Analyze the state of the marketing activities of the cosmetics brand. 4. Conduct a study of the behavior of competitors. 5. Conduct a study of the characteristics of consumer behavior. 6. Develop a concept for a brand of cosmetics. 7. Develop programs for the implementation of the strategy for promoting the brand of cosmetics to the market. 8. Evaluate the effectiveness of the proposed activities. The practical significance lies in the possibility of further application of the research carried out to bring a new product to the market with subsequent promotion or to improve the work of an existing company. As a result of the work done, an idea was presented to develop a new brand of skin care cosmetics Â«NewMixÂ», the characteristics of the project were described, the analysis of the macro- and microenvironment of the enterprise was carried out, competitors were analyzed, a promotion strategy and recommendations for its implementation and evaluation were developed.