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Development of the Brand of the Online Store "Zamorskaya Posilka"

Student: Brykalina Anastasiia

Supervisor: Olga I. Patosha

Faculty: Faculty of Social Sciences

Educational Programme: Psychology in Business (Master)

Year of Graduation: 2018

Currently, there are many online stores, including those providing exclusive sweets. Not everyone is able to take a good position and fully meet consumers’. Almost identical assortment adds a complexity to the situation, thus providing additional services and competent promotion in this sector is vital for companies. It is also necessary to determine the target audience as accurately as possible to maintain a position on the market. The aim of this work is to develop the brand of the online store "Zamorskaya Posilka". Object: psychological factors of an effective brand of an online store. Subject: brand "Zamorskaya Posilka". The theoretical aspects of branding were studied, the stages of brand creation and the efficiency issues were considered. The following methods were used to develop the brand: expert analysis, customer survey, in-depth interviews, telephone interviews. A recognizable logo was developed, bright and catchy website with store’s benefit information was created, a convenient free courier delivery in a short time (up to 3 days) was organized, a unique assortment with colorful sweets was introduced, promotions and sales were held. Promotion were targeting women and held around holidays. As a result, there was an increase in sales, an increase in the number of site views. Consumers make a purchase in 2 minutes after coming to the web-site.

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