Analysis of CRM-strategy to Promote the Brand of Electonic Devices in the Toobacco FMCG-company

This graduate qualification paper analyzes the current strategy for promoting the tobacco brand, identifies barriers and «pain points», and suggested initiatives to further develop the brand and attract new customers. The first chapter reviewed modern methodologies of customer experience management. As a result of the justification, customer development methodology and customer journey map were selected. The second chapter examined the activities of the tobacco company and its brand in the market, the main competitors. As a result, the business model based on Lean Canvas was built. And finally, the third chapter showed the practical application of the methodologies from the first chapter - CustDev and CJM, which resulted in obtaining internal and proprietary information, in compiling usage scenarios, as well as building a matrix of new persons Jobs-To-Be-Done. In the final, initiatives for improving the long-term CRM strategy were proposed: improving E-commerce, developing omnichannel, expanding the affiliate program to attract a new customer base, predictive analytics in CRM, and robotic business processes.