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Development and Lauching the Brand on the Esthetic Medicine Market

ФИО студента: Lada Chernykh

Руководитель: Vadim V. Grabar'

Кампус/факультет: Faculty of Economics, Management, and Business Informatics

Программа: Management (Bachelor)

Год защиты: 2019

In the current conditions of tough competition and sophistication of consumers the success of a newcomer in the market depends directly on the ability to clearly convey its uniqueness, value and advantages to the market using the brand. The process of developing a brand is unique for each industry and each company but it is always associated with a large amount of research and analytical work designed to reduce possible financial and reputational risks. The study serves the practical goals and expectations of the company that currently operates without a name and does not use any marketing tools. The problem is the uncertainty of a promotion strategy choice in the conditions of growing competition, consumer exactingness and low company awareness in the market of intimate aesthetic medicine services in St. Petersburg. An analysis of the market and industry indicators, a comparative analysis of competitors, in-depth interviews with experts in this industry and a consumer survey were conducted in order to assess the factors determining the brand development and launching process. The study resulted in recommendations regarding the concept of the brand and its attributes, positioning, as well as the marketing mix and implementation plan for the communication strategy. The recommendations have been approved by the Head of the company. The concept of the brand is reflected in the corporate style and work on the implementation of the developed provisions for promotion has begun.

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