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Development of the Positioning Strategy for a New Brand in the Russian Bicycle Accessory Market

Student: Antonova Kseniia

Supervisor: Iuliia Olegovna Papushina

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Smart-Marketing: Data, Analysis, Insight (Master)

Year of Graduation: 2021

The pandemic has significantly accelerated the digital transformation and shift to online, so many companies previously focused on offline promotion and sales channels have had to change their strategies to adapt to the new environment. This paper focuses on developing a positioning strategy for a new bicycle accessories brand in the online space. The PESO marketing communications model proposed by J. Dietrich was used to formulate the positioning strategy. The methods used were customer and web analytics analysis of the online shop, customer journey map, interviews, and a survey of consumers of bicycle products. The research resulted in the identification of target customer segments for bicycle accessories, for which a positioning strategy was developed with communication channels and customer interaction tools to increase trust and awareness of the new brand.

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