Development of Marketing Communication Plan for a Company

Currently, marketing communications are one of the key elements of the information transmission to the target audience, as they influence on the consumer buying decision. The relevance of the topic is due to low awareness of the UNS store among the target audience, which should be increased through marketing communications. The purpose of the work is to develop a marketing communications plan for the women's clothing store UNS. In the process of research, we determined the target audience of the UNS store through a consumer survey, identified competitors by the secondary data analysis, and examined the current state of the existing marketing communications channels of the company. Based on the received data we developed a marketing communications plan for the UNS company. The communication plan includes 5 main channels of promotion: social media marketing, word of mouth, advertising in sales points, e-mail distribution, advertising in magazines. Due to the proposed program, awareness has already increased by 319 people in the social network «Instagram» and by 84 people on the site «Vkontakte».The results of this work can be used by the UNS store to raise awareness about the company.