Updating the Marketing Complex for the Brand "Doctor" in the Company "Tsaritsyno"

The object of research is the product line "doctor" of the company "Tsaritsyno", and the subject is the marketing complex. The research hypothesis is based on the assumption that low demand and sales of the "Doctor" line are associated with an incorrectly constructed marketing complex, especially the elements of price, place, and promotion. This hypothesis will be confirmed or disproved in accordance with the results of a survey of potential consumers and interviews with employees of the marketing and sales Department. The goal of this diploma project is to update the marketing package for the "Doctor" line of the company "Tsaritsyno" to improve the position of the product line in the market. Tasks of the diploma project: 1. Conduct a theoretical study of the construction of a marketing complex: * Explore the goals and objectives of the marketing mix; * Study the elements and main characteristics of the marketing mix. 2. Collect information to update the marketing mix: * Summarize information about the company " Tsaritsyno»; * Analyze competitors in the Doctor line and identify their strengths and weaknesses; * Study the existing marketing mix of the "Doctor" line and identify weaknesses. 3. Research on the decline in sales of the "Doctor" line: * Conduct an online survey of potential consumers "doctor", interviews with employees of the sales and marketing Department; * Analyze the results obtained. 4. Develop design solutions for updating the marketing complex of the "Doctor" product line. To achieve this goal, the theoretical basis of the marketing complex and its main elements were studied. I collected information for updating the marketing mix, namely information about the company" Tsaritsyno", about the main competitors of the brand" Doctor", as well as about the existing 4P of the product line under study. In the diploma work, a study of the decline in sales "doctor" was performed, which consisted of conducting an online survey of potential consumers and interviews with employees of the company. As a result of the collected information and the analysis I conducted, it was found that the marketing complex of "Doctor" products has both positive and negative sides. The positive side is a well-developed and thought-out product element, while the negative elements are price, place, and promotion. The economic efficiency of design solutions for the promotion of products of the "Doctor" line was determined by the ROMI calculation method, which was 262%. The payback period for project solutions was 1 month with the cost of solving promotion tasks – 2,616,507. 00 rubles. The net present value of gross profit is estimated at 6 575 650 RUB. The project's profitability index of 3.62 also indicates the project's effectiveness. Based on the analysis, we can conclude that the project of the promotion program "doctor" of JSC "Tsaritsyno" is effective in all the considered indicators. Thus, the goal of the study was achieved - updating the marketing complex of the "Doctor" brand. It was also proved that the low demand and sales of the "Doctor" line are associated with an incorrectly constructed marketing complex, especially the elements price, place, promotion.