Methods of Product Positioning and Development of a Unique Selling Proposition on the Example of Yandex. Cloud

The market of cloud technologies in Russia has been actively developing for the last five years, and at a time when the global market of cloud technologies can be considered established and competitive, Russian players are just emerging and form the same market in Russia. The Russian market has a considerable number of features and barriers to development, which means that it is important for each cloud provider to work on awareness of potential consumers and the development of the cloud market in Russia. Yandex.Cloud is a new player in this market, which has all chances to be successful because of its technical capabilities. This work is devoted to the study of the technical audience to identify features in the consumption and transition to cloud technologies, their requirements for cloud providers, as well as important characteristics of cloud services. This study will help in the formation of positioning and unique trading offer (USP) Yandex.Cloud. Unique selling proposition will be broadcast in communication of Yandex.Cloud as well as being supported by messages that aim to raise consumer awareness about the capabilities of cloud technologies.