Developing a Company Marketing Communications Plan Based on Customer Behavior Analysis

Marketing is one of the key areas of any company's work. One of the main tools is marketing communication, which allow companies to convey the necessary information messages to customers. This direction is particularly important the modern world with high competition in the sales markets. In this paper, marketing communications plan is formed for the project of an individual entrepreneur who wants to create a marketplace for selling construction and finishing materials. The main goal is to raise awareness of the potential target audience about marketplace`s activities in Krasnodar region. The goal is achieved by a review of the theoretical aspects of marketing communications, analysis of the target market and competitors. As a result, the positioning for the company was compiled, and marketing communications plan was developed. The marketing communications plan includes channels for B2B market (email newsletters, calls, personal sales) and B2C market (advertising, social networking, SEO and SERM optimization). This program will increase the awareness of the target audience in the Krasnodar region about activities of the marketplace.