Dance Studio Promotion

Student: Fatkhullina Yuliya

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Management (Bachelor)

Year of Graduation: 2021

The dance industry is a growing and seasonal business in which the marketing activities of companies play an important role. Some studios are having trouble attracting customers. This research paper is aimed at the development of a promotion strategy for a dance studio, designed to increase the percentage of attracted customers. For this purpose, an analysis of the market of dance studios in both Russia and Perm was conducted, as well as an analysis of consumers using the following methods: interviews, surveys, statistical methods of data analysis. As a result, two segments of consumers were identified, "Beginners" and "Experienced", for which promotion strategies with various marketing tools were subsequently developed. Using these methods of promotion, the dance studio can increase the number of customers, which also affects the revenue and success of the business.

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