Development of Loyalty Program for Recreational Products Market

Student: Bogatikova Tatyana

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Smart-Marketing: Data, Analysis, Insight (Master)

Year of Graduation: 2019

This thesis deals with development of the customer loyalty program for recreational product market as consumer brand loyalty gives сompany important advantages, and it forms one of the key competitive advantages in the concerned market. In order to develop a customer loyalty program for BRP Centre “Dilos-Extreme” the following study was conducted. It consists of two stages: base segmentation using ABC analysis, and in-depth interviews with customers. On the basis of the obtained results a loyalty program was developed, the design of which is described in the last part of the work, as well as calculations and estimates of the expected results. Thus, a project of the ready solution was created, which can be used by BRP Centre “Dilos-Extreme” in further marketing activities.

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