Development of a Strategy for а Product Re–launch Based on the Example of a Company

This final qualification work is devoted to developing a strategy for relaunching Woolite's product in the Russian market. After 2022, the Russian market has undergone significant changes: some Western companies have left the Russian market, some have localized, and the vast majority have moved to the model of “quiet presence”, while continuing to operate in the Russian market.In this regard, many Western brands are losing their market positions, business performance is declining, so companies have an urgent need to transform the approaches of product strategy in the context of marketing constraints. Reckitt also faced a similar need, so there was an urgency to develop a product relaunch strategy for the “young” global brand Woolite, which was not adapted to the current market conditions. Based on theoretical approaches, it was found that the topic of product relaunch, unlike the launch, is less studied in the academic environment, especially the development of communication programs in “conditions of constraints” is poorly studied, because the situation is quite unique and is only beginning to be systematically studied in the scientific literature, so currently there are no comprehensive approaches to the development of strategies for product relaunch. This final qualification work collected a set of theoretical approaches to the development of a relaunch strategy, as well as a set of practical strategic tools to diagnose and assess the internal environment of the company: product, brand; external environment: determination of macroeconomic trends, consumer changes, the distribution of competitive forces and their impact on the company under study. To determine the points of growth factor GAP analysis was used on the example of product launch strategy and current strategy at the time of product relaunch, the identified breakpoints were used in the further empirical research program, which included: in-depth interviews, ORM analysis using Data Science tool and quantitative research. Next, strategic initiatives were developed, evaluated and timetabled. The paper concludes with a set of recommendations for adapting a product relaunch strategy based on the 4P model.