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The Third Place Concept as a Means of Increasing Loyalty and Attracting New Consumers: Case of Skuratov Coffee

Student: Ekaterina Gryaznova

Supervisor: Oleg Karasev

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2021

Creating a strong brand today is one of the most difficult tasks that brand managers work hard to accomplish. One such brand positioning solution for coffee shops and other significant public spaces is to give the brand the features of a "third place" - a comfortable, attractive space for emotional relaxation and communication. In this paper we examine how the Skuratov Coffee chain, whose audience consists of several segments, can use this idea in communication to increase loyalty and attract new customers. The novelty of this study is an attempt to adapt communication using this idea to the current needs of each of the audience segments.

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