The Model of the Forming Marketing Strategies for Promotion in the Markets of Exclusive Pastry Products in Saint Petersburg

In this work, the market of exclusive confectionery products in St. Petersburg was analyzed. For the research, tools such as surveys and interviews were used, the analogy of relations and the multidimensional matrix of the goods-consumers-needs-channels of promotion dependence were also used. Participants of the market were identified, as well as their types: cafes, closed studios, home-made confectioners. Dynamics of market development was considered. With the help of Microsoft Office Excel tools, a forecast was made for the development of the market in 2017-2021. The forecast showed that a stable situation is expected in the sub-segment of handmade cakes weighing up to 3kg with the retention of market volumes. In its turn, a growth in market volumes is expected in a sub-segment with weighing more than 3kg due to macroeconomic factors (for instance, the weak growth in car purchases is indirect indicator). In the course of the study, preferences of market consumers and the most significant attributes of the goods were revealed. Also it was found during the interview that the most important things for consumers of the market of handmade cakes are the taste and filling, as well as the naturalness of the ingredients used. In the concept of "individual design" the buyer includes not only the appearance of the cake, but also the filling. The scientific value of the work consists in the introduced concept of an exclusive product, as well as in the developed model of marketing promotion in the markets of exclusive confectionery products. The text of the work consists of an introduction, three chapters, a conclusion, a list of literature and appendix. The list of literature consists of 35 Russian-language and 9 foreign sources.