Communication Strategy of Promotion Matreshcar in Moscow

This master's project is devoted to the topic of communication strategies, from study to creation. The purpose of this work is to develop a communication promotion strategy for the Matreshcar car sharing brand. The promotion of which will be carried out in the city of Moscow - the key market of this carsharing service. During the work, we solved the following tasks: identified the essence of joint consumption and car sharing, determined the essence of communication strategies, analyzed communication activities of competing car sharing brands, analyzed the communication activities of Matreshcar car sharing service, conducted market research and empirical research of users of car sharing, through a series of in-depth interviews and online mass interrogation As part of the practical part, we have developed a core communication strategy, as well as an integrated communication strategy that includes a brand new visual communication communication policy of the brand, and also developed a promotion strategy using various information sources. The relevance of this work lies in the fact that currently there are 17.5 thousand cars and 14 car sharing operators on the market of car sharing services in Moscow, which is the world's second indicator of the number of cars in which competition is intensifying, the market is considered saturated, and it is the brand communication strategies will allow to occupy each niche and continue to work in the growing competition. As of the end of 2018, 42% of daily trips are carried out on Yandex Drive car sharing services, which are rapidly conquering the market, leaving no opportunities for small car sharing services to operate.