Company Promotion Program Development on the Internet

Student: Svetlakov Semyon

Supervisor: Irina N. Shafranskaya

Faculty: Faculty of Economics, Management, and Business Informatics

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

Year of Graduation: 2019

The paper describes the development of an Internet promotion program for an embroidery factory. Theoretical background and prerequisites for developing a promotional program are considered to determine the basic online promotion tools and the characteristics of the factory’s current state. In the practical part of the work, the analysis of customers’ jobs, pains and gains in the context of the main target segments of the factory is carried out. Then the market capacity analysis based on the frequency of search queries and the competitive analysis are carried out. Also, customer journey maps are constructed to determine the main interaction tools by channel with each of the target segments. Based on the data obtained, a program was developed to promote the embroidery factory, which, according to preliminary calculations, is supposed to increase the number of client applications for 3627 for 2 years since fabric’s web-site would be launched.

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