title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð²ÑÐ²Ð¾Ð´Ð° Ð½Ð° ÑÑÐ½Ð¾Ðº Ð½Ð¾Ð²Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´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: Development of a marketing strategy for launching a new brand on the market
Creators: name: ÐÐ°Ð¹Ð³Ð¸Ð»ÑÐ´ÐµÐµÐ²Ð°, ÐÐ»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: 2024
Subjects: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÐºÐ°
Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³
marketing activities
marketing strategy
marketing research
communication policy
branding

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¸ Ð²ÑÐ²ÐµÐ´ÐµÐ½Ð¸Ñ Ð½Ð¾Ð²Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð²ÐµÐ»Ð½ÐµÑ-Ð¸Ð½Ð´ÑÑÑÑÐ¸Ð¸. ÐÑÐ»Ð¸ ÑÐµÑÐµÐ½Ñ ÑÐ»ÐµÐ´ÑÑÑÐ¸Ðµ Ð·Ð°Ð´Ð°ÑÐ¸: 1. ÐÐ°ÑÑ Ð¾Ð±ÑÑÑ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÑ Ð¸Ð´ÐµÐµ Ð±Ð¸Ð·Ð½ÐµÑÐ°; 2. ÐÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°ÑÑ ÑÐ°ÐºÑÐ¾ÑÑ Ð¼Ð¸ÐºÑÐ¾-Ð¸ Ð¼Ð°ÐºÑÐ¾ÑÑÐµÐ´Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸; 3. ÐÐ·ÑÑÐ¸ÑÑ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð² ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸; 4. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°ÑÑ ÑÐµÐ»ÐµÐ²ÑÑ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸; 5. ÐÑÐ¾Ð¸Ð·Ð²ÐµÑÑÐ¸ ÑÐµÐ³Ð¼ÐµÐ½ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸; 6. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ Ð¼Ð¸ÑÑÐ¸Ñ, ÑÐµÐ½Ð½Ð¾ÑÑÐ¸ Ð¸ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸; 7. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ ÑÐ¸ÑÐ¼ÐµÐ½Ð½ÑÐ¹ ÑÑÐ¸Ð»Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸; 8. Ð¡Ð¾ÑÑÐ°Ð²Ð¸ÑÑ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸; 9. ÐÑÐ¾Ð¸Ð·Ð²ÐµÑÑÐ¸Â  Ð¾ÑÐµÐ½ÐºÑÂ  ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸Â  Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸; ÐÐºÑÑÐ°Ð»ÑÐ½Ð¾ÑÑÑ ÑÐµÐ¼Ñ Ð¾Ð±ÑÑÐ»Ð¾Ð²Ð»ÐµÐ½Ð° Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼Ð¾ÑÑÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹ Ð² ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð´Ð»Ñ ÑÑÐ¿ÐµÑÐ½Ð¾Ð³Ð¾ Ð²ÑÐ²Ð¾Ð´Ð° Ð½Ð° ÑÑÐ½Ð¾Ðº Ð½Ð¾Ð²Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð²ÐµÐ»Ð½ÐµÑ-Ð¸Ð½Ð´ÑÑÑÑÐ¸Ð¸ Ñ ÑÑÐµÑÐ¾Ð¼ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¸Ð½ÑÐµÑÐµÑÐ° Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹ Ðº Ð´Ð°Ð½Ð½Ð¾Ð¹ ÑÑÐµÑÐµ Ð¸ ÑÐ²ÐµÐ»Ð¸ÑÐµÐ½Ð¸Ñ Ð¼Ð¸ÑÐ¾Ð²Ð¾Ð³Ð¾ Ð¾Ð±ÑÐµÐ¼Ð° ÑÑÐ½ÐºÐ° Ð²ÐµÐ»Ð½ÐµÑ-Ð¸Ð½Ð´ÑÑÑÑÐ¸Ð¸ ÐÑÑÐ¾ÑÐ½Ð¸ÐºÐ°Ð¼Ð¸ Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¸ Ð²ÑÑÑÑÐ¿Ð¸Ð»Ð¸ Ð½Ð¾ÑÐ¼Ð°ÑÐ¸Ð²Ð½Ð¾-Ð¿ÑÐ°Ð²Ð¾Ð²ÑÐµ Ð°ÐºÑÑ Ð Ð¤, Ð¾ÑÐµÑÐµÑÑÐ²ÐµÐ½Ð½Ð°Ñ Ð¸ Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½Ð°Ñ Ð½Ð°ÑÑÐ½Ð°Ñ Ð»Ð¸ÑÐµÑÐ°ÑÑÑÐ° Ð¿Ð¾ ÑÐµÐ¼Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ, Ð´Ð°Ð½Ð½ÑÐµ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ð¹, Ð¾ÑÐºÑÑÑÑÐµ Ð¸ÑÑÐ¾ÑÐ½Ð¸ÐºÐ¸. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°, Ð²ÐºÐ»ÑÑÐ°ÑÑÐ¸Ð¹ Ð² ÑÐµÐ±Ñ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³ Ð¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐ¹ Ð¿Ð»Ð°Ð½, Ñ ÑÑÐµÑÐ¾Ð¼ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ð³Ð¾ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ Ð½Ð° ÑÑÐ½ÐºÐµ Ð²ÐµÐ»Ð½ÐµÑ-Ð¸Ð½Ð´ÑÑÑÑÐ¸Ð¸ Ð´Ð»Ñ ÑÑÐ¿ÐµÑÐ½Ð¾Ð³Ð¾ Ð²ÑÐ²Ð¾Ð´Ð° Ð½Ð° ÑÑÐ½Ð¾Ðº Ð½Ð¾Ð²Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð°, Ð° ÑÐ°ÐºÐ¶Ðµ Ð¼ÐµÑÑÐ¸ÐºÐ¸ Ð´Ð»Ñ Ð¾ÑÐµÐ½ÐºÐ¸ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½Ð¾Ð³Ð¾ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°. ÐÑÐ¸ ÑÐ±Ð¾ÑÐµ Ð´Ð°Ð½Ð½ÑÑ, Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼ÑÑ Ð´Ð»Ñ Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð¸Ñ ÑÐ°Ð±Ð¾ÑÑ, Ð±ÑÐ»Ð¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ Ð¿Ð¾Ð¸ÑÐºÐ¾Ð²ÑÐµ ÑÐ¸ÑÑÐµÐ¼Ñ Google Ð¸ Yandex.
description: The aim of the work is to develop a strategy for launching a new brand in the wellness industry. The following tasks were solved: 1. To give a general description of the business idea; 2. Analyze the factors of the micro and macro environment of the company; 3. Explore the companys competitors; 4. Research the target audience of the company; 5. To segment the target audience of the company; 6. Develop the companys mission, values and positioning; 7. Develop the corporate identity of the company; 8. Create a company promotion program; 9. Evaluate the effectiveness of the companys promotion program; The relevance of the topic is due to the need for companies to develop a marketing strategy for the successful launch of a new brand of the wellness industry, taking into account the increased consumer interest in this area and the increase in the global volume of the wellness industry market The sources of information were regulatory legal acts of the Russian Federation, domestic and foreign scientific literature on the topic of research, enterprise data, and open sources. A marketing package has been developed, including branding and a communication plan, taking into account consumer behavior in the wellness industry market for the successful launch of a new brand, as well as metrics for evaluating the effectiveness of the proposed marketing package. Google and Yandex search engines were used to collect the data needed to complete the work.