Development of the Company's Communication Strategy

This graduation thesis is devoted to the study of the features of creating and implementing a communication strategy in the Beauty industry. The work is aimed at the beauty services industry, but the results can be applied to other companies in the service sector. The structure of the final qualification work consists of three chapters. In the first Chapter, the theoretical foundations of communication strategy are considered, including the essence, types, stages of developing a communication strategy and features of implementing the strategy in the Beauty industry in current market conditions. In the second Chapter, we analyzed the communication activities and marketing base of the SIMS beauty Studio, which includes RFM analysis of the database, SWOT analysis, interviewing company employees and building a positioning map. In addition, the second Chapter describes an experiment of identifying sensitive segments of the customer base that respond to a certain communication message and price incentives. As part of the third Chapter, a media plan was developed that recommended for implementation since July 1, 2020, and a marketing communications plan was formed, including the main communication strategy. In addition, the effectiveness of the recommendations is evaluated. The practical significance of the work lies in the possibility of applying the proposed recommendations for the development of a communication strategy in the activities of beauty studios, with which the company can increase the number of new clients and increase the core of loyal customers.