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  • Development of integrated marketing communications complex for jewellery products promotion on the example of "Fidelis"company

Development of integrated marketing communications complex for jewellery products promotion on the example of "Fidelis"company

Student: Gavrilova Ekaterina

Supervisor: Vera Alexandrovna Rebiazina

Faculty: Faculty of Management

Educational Programme: Bachelor

Year of Graduation: 2014

<p>The main aim of this research is the development of the integrated marketing communications complex to promote jewelry production on the example of Russian jewelry company &quot;Fidelis&quot;. To achieve this goal within the research a number of tasks are set:</p><p style="margin-left: 21.3pt;">1. To learn the concepts, models and key tools of marketing communications;</p><p style="margin-left: 21.3pt;">2. To analyze the main approaches to the definition and building process of the complex of the integrated marketing communications;</p><p style="margin-left: 21.3pt;">3. To analyze the jewelry market of Russia, to identify its the marketing features and tendencies of development;</p><p style="margin-left: 21.3pt;">4. To conduct an empirical study of the preferences of retail and wholesale clients of &quot;Fidelis&quot; company;</p><p style="margin-left: 21.3pt;">5. To develop the IMC for &quot;Fidelis&quot; company.</p><p>In accordance with the purpose and the objectives of this research, it is divided into two chapters. The first chapter is dedicated to the consideration of the basic concepts, models and tools of marketing communication, and also to the concept of integrated marketing communications and the approaches to IMC complexes development. The main result of this chapter is the determining of the most relevant methods, models and channels of communication for the development of the IMC complex for &quot;Fidelis&quot; company.</p><p>The second chapter is devoted to the development of such IMC complex. In the first part of this chapter there is an analysis of Russian jewellery market, which shows, that the company &quot;Fidelis&quot; has growth opportunities in this market, and so forth, the company needs to develop the IMC complex to improve communications with customers. In order to understand, how the IMC complex should be developed for these particular conditions, an analysis of existing company&#39;s marketing and the empirical study of the of the company&#39;s clients&#39; preferences, aimed at the identifying the most promising methods and channels of communication with wholesale and retail customers, were conducted. The sample for the survey of B2B clients of the company amounted to 38 key wholesale clients, in the survey of B2C clients were attended by 87 company&#39;s retail customers. Based on these results, recommendations on the development of the complex IMC (the preferred communication tools with wholesale and retail customers, practical advice on their use and practical recommendations for the further implementation of the strategy IMC) were made.</p><p>The main result of this research - is the development of complex of the integrated marketing communications for the Russian jewelry company &quot;Fidelis&quot;, which is expected to help the company to strengthen relationship with the customers, and also to capture a larger consumers&#39; audience. Received in this research data has practical importance and relevance both for the company and for other midsize companies on the Russian jewelry market, which may use the resulting data to build their unique complexes IMC.</p>

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