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Integrated communication mix development for russian costume jewellery brand Selena

Student: Shal`nova Arina

Supervisor: Vera Alexandrovna Rebiazina

Faculty: Faculty of Management

Educational Programme: Master

Year of Graduation: 2014

<p style="color: rgb(0, 0, 0); font-family: Arial, Tahoma, Verdana, sans-serif; font-size: 13px; line-height: 18.200000762939453px;">This master&#39;s thesis is devoted to the integration of marketing communications in the Russian market of jewelry.<br />The aim of this study was to develop a set of integrated marketing communications brand for Selena.<br />To achieve the objectives of the study were the following tasks:<br />1. Analysis and systematization of the existing theoretical and framework relating to integrated marketing communications.<br />2. Determination of consumers&#39; perception of brand Selena, as well as identifying consumer insights that underlie the choice of costume jewelry;<br />3. Analysis of brand positioning with Selena further defining points gap between positioning and brand perception of the real Selena;<br />4. The development of practical recommendations on complex integrated marketing communications for brand Selena based on information obtained on the basis of empirical research.<br />Selecting an object of study Russian company Selena, the author analyzed the costume jewelry buyers in order to develop practical recommendations concerning complex integrated marketing communications.<br />The analysis revealed the ratio of buyers to the jewelry, which allowed a better understanding of the emotional and functional benefits from its acquisition, as well as factors that influence the decision to purchase jewelry. The obtained information was the basis for the formulation of a marketing message that is sent to the target audience of the brand Selena.<br />Using semantic differential technique were found gaps between the real perception and existing brand positioning Selena. To overcome this gap had developed a set of integrated marketing communications brand for Selena.<br />Structure of an introduction, three chapters, conclusion, bibliography and application.<br />&nbsp;</p><div>&nbsp;</div>

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