title: ÐÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¿Ð¾ Ð¿ÑÐ¾Ð¸Ð·Ð²Ð¾Ð´ÑÑÐ²Ñ ÐºÐ¾ÑÐ¼ÐµÑÐ¸ÐºÐ¸ Ð² B2C-ÑÐµÐ³Ð¼ÐµÐ½Ñ
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: Promotion of a cosmetics company in the B2C segment (using the example of the company LLC "LDF Medik")
Creators: name: ÐÐ°ÑÐ°Ð½Ð¾Ð²Ð°, 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: B2B
B2C
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
Ð±ÑÐµÐ½Ð´
Ð±ÑÐµÐ½Ð´-ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ñ
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ñ
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ
promotion
marketing communications
brand
brand concept
communication campaign
communication tools

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð¸Ð·ÑÑÐµÐ½Ð¸Ñ Ð¸ Ð°Ð½Ð°Ð»Ð¸Ð·Ñ Ð²Ð¾Ð¿ÑÐ¾ÑÐ° Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÐºÐ¾Ñ-Ð¼ÐµÑÐµÐ²ÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð½Ð° ÑÐµÐ³Ð¼ÐµÐ½Ñ Ð2Ð¡. ÐÐ±ÑÐµÐºÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ Ð¼Ð°Ñ-ÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ Ð½Ð° ÑÑÐ½ÐºÐµ ÐºÐ¾ÑÐ¼ÐµÑÐµÐ²ÑÐ¸ÑÐµÑÐºÐ¾Ð¹ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸. ÐÑÐµÐ´Ð¼ÐµÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð½Ð¾Ð²Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÐÐÐ Â«ÐÐÐ¤ ÐÐµÐ´Ð¸ÐºÂ» Ð½Ð° ÑÑ-Ð½Ð¾Ðº B2C. ÐÑÐ»Ð¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ ÐºÐ°Ðº ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ðµ, ÑÐ°Ðº Ð¸ ÑÐ¼Ð¿Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð¼ÐµÑÐ¾Ð´Ñ, Ð² ÑÐ¾Ð¼ ÑÐ¸ÑÐ»Ðµ Ð°Ð½Ð°Ð»Ð¸Ð·, ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, Ð¼ÐµÑÐ¾Ð´ ÑÐºÑ-Ð¿ÐµÑÑÐ½Ð¾Ð¹ Ð¾ÑÐµÐ½ÐºÐ¸, ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, Ð°Ð½Ð°Ð»Ð¸Ð· ÑÑÐ°ÑÐ¸ÑÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð´Ð°Ð½Ð½ÑÑ, Ð²ÐµÐ±-Ð°Ð½Ð°Ð»Ð¸ÑÐ¸ÐºÐ°, Ð° ÑÐ°ÐºÐ¶Ðµ Ð°Ð½ÐºÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ. Ð ÑÐ¾Ð´Ðµ Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð¾ ÑÐ°ÑÐºÑÑÑÐ¾ Ð¿Ð¾Ð½ÑÑÐ¸Ðµ Ð¸ ÑÑÑÐ½Ð¾ÑÑÑ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ, Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹, Ð¸Ñ ÑÐ¾Ð»Ñ Ð¸ Ð¼Ðµ-ÑÐ¾Ð´Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ. ÐÐ½Ð°Ð»Ð¸Ð· ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð±ÑÐ» Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½ Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð¾ÑÐ³Ð°Ð½Ð¸-Ð·Ð°ÑÐ¸Ð¸ ÐÐÐ Â«ÐÐÐ¤ ÐÐµÐ´Ð¸ÐºÂ», Ð² ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ ÑÐµÐ³Ð¾ Ð±ÑÐ» ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½ Ð½Ð¾Ð²ÑÐ¹ Ð±ÑÐµÐ½Ð´-Ð½ÐµÐ¹Ð¼, Ð»Ð¾Ð³Ð¾ÑÐ¸Ð¿, ÑÑÐ¸ÐºÐµÑÐºÐ°, Ð¿ÑÐ¾ÐµÐºÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð´Ð»Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð½Ð¾Ð²Ð¾-Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð½Ð° Ð¼Ð°ÑÐºÐµÑ-Ð¿Ð»ÐµÐ¹ÑÐµ.
description: This work is devoted to the study and analysis of the issue of promoting the cosmeceutical brand in the B2C segment. The object of the study is marketing communications in the market of cosmeceutical products. The subject of the study is the promotion of the new brand of LLC "LDF Medik" on the B2C market. Both theoretical and empirical methods were used, including analysis, communication analysis, competitive analysis, expert evaluation method, comparative analysis, statistical data analysis, web analytics, as well as questionnaires. In the course of the work performed, the concept and essence of promotion, marketing communications, their role and methods of use were revealed. The analysis of communications was carried out on the example of the organization of LLC "LDF Medik", as a result of which a new brand name, logo, label, communication campaign project for the promotion of a new brand on the market place was developed.