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Value Proposition Design

ФИО студента: Oksana Revyagina

Руководитель: Svetlana V. Smeltsova

Кампус/факультет: Faculty of Management (Nizhny Novgorod)

Программа: Marketing (Master)

Год защиты: 2020

The main goal of master's thesis was the formation of a value proposition for MEGA Nizhny Novgorod. The goal was achieved by implementing the following tasks: the main stages of the formation of the value proposition were analyzed, which describe the importance of having a unique value proposition for each company, which is based on advantages for the buyer, and uniqueness in the market among competitors. Within the framework of the master's thesis, SNW analize was carried out, which revealed the main weaknesses of the MEGA offer, in comparison with the competitors, and became the basis for the formation of the directions of development of the value proposition: development of a trade offer in the category, offer of services for different target groups designated in the segmentation of MEGA guests. To create a unique value proposition, unique entertainment formats and concepts have been proposed for both children and adults, which will be available on an ongoing basis. Also, as part of the work, an analysis was made of the satisfaction of MEGA guests, the current offer, their own consumer research was carried out in the form of focus groups that refuse to buy, and have not been visiting MEGA for more than a year. In developing a value proposition, there are also specific recommendations for creating a unique selling proposition in the market relevant for entertainment concepts, creating hospitable services for all groups that are in the MEGA segmentation, all that can make the MEGA proposition valuable, unique in the market.

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