Рр. 3 – 9

Development of Brand’s Typology Based on the Consumer’s Insight Types Classification and Analysis

Solovieva Dina Vitalievna, Candidate of Economic Sciences, Associate Professor of the Department of Marketing and Communications, St. Petersburg National Research University of Information Technologies, Mechanics and Optics; Chaykovskiy 11/2, St. Petersburg, 191187, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Balykina Mariya Vladimirovna, Student of the Department of Marketing and Communications, St. Petersburg National Research University of Information Technologies, Mechanics and Optics; Chaykovskiy 11/2, St. Petersburg, 191187, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Korytova Viktoriya Evgenjevna, Student, engineer of the Department of Marketing and Communications, St. Petersburg National Research University of Information Technologies, Mechanics and Optics; Chaykovskiy 11/2, St. Petersburg, 191187, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

As a result of the analysis of existing interpretations of the brand and insight categories, a new brand typology based on consumer insights has been proposed, which accelerates the process of brand creation and increases its efficiency. The developed model «insight-brand» allows on the basis of the revealed consumer insight and its attribution to a certain type to form the corresponding type of brand, which would most fully fit the considered category of consumers. Brands based on the insight provide a deep emotional connection with customers, while difficult to copy by other market players, therefore competitive in the long term. For each type of brand from this model: «own», «icon», «peacemaker», «savior», «resourceful», «nothing superfluous» and «secret lover» — given a real example from the number of modern companies. The full algorithm of application of the «insight-brand» model is demonstrated on the brands of the sports stores chain «Planet Sport» and the product «Oatmeal breakfast» of the «Lyubimyi krai» company.

Рр. 10 – 18

Competitive Map of the Public Transport Services Market in Blagoveshchensk

Vasilievа Anzhelika Valerievna, Candidate of economic Sciences, Head of Economics and Organizational Management Department, Amur state University; Ignatyevskoe shosse 21, Blagoveshchensk, 675027, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Bashtovoy Evgeny Alexandrovich, a graduate of the training area 38.03.02 «Management», the direction (profile) of the educational program «Small Business Management», Amur State University; Ignatyevskoe shosse 21, Blagoveshchensk, 675027, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

To manage the enterprise’s competitiveness, it is necessary to have information about the presence of competitors in the market, their competitive strategies and advantages. This information allows to build a competitive map of the market that shows the position of the company in terms of its market position, systematizes the competitive advantages of enterprises. The analysis showed that municipal enterprises occupy a significant share in the market of passenger transportation on public transport. However, they lose in competitiveness. With a high demand for passenger transportation, municipal enterprises are slower than their competitors, respond to market changes, consumer demands. Comparison of enterprises on competitiveness should be based not only on objective valuation indicators, but also take into account the subjective opinion of consumers. The construction of a competitive map of the market allows combining these two criteria. An analysis of the competitiveness of enterprises for the transport of passengers on public transport in Blagoveshchensk showed that the municipal enterprise «Avtokolonna 1275» among competitors has a high level of strategic success factors and a low level of consumer estimates. To improve the competitive position of the municipal enterprise, are recommended such activities as updating the fleet, repairing buses, optimizing the route network, equipping buses with information service tools, maintaining the cleanliness and order in the bus cabin, restoring the portal non-contact car wash, opening a car repair and maintenance workshop. The implementation of the proposed measures will allow the municipal enterprise to become a worthy competitor in the market of passenger transportation services for public transport in Blagoveshchensk.

Рр. 19 – 28

Marketing in Automotive Sport: Modern Tendencies and Using of Internet Technologies

Kulinchenko Mark Igorevich, postgraduate of the Marketing Department, Plekhanov Russian University of Economics; Stremyanny lane 36, Moscow, 117997, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Seyfullaeva Maisa Emirovna, Doctor of Economics, professor of the Marketing Department, Plekhanov Russian University of Economics;Stremyanny lane 36, Moscow, 117997, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to the research of modern trends and changes in internet marketing in the field of motorsport. The study revealed that at the moment in the world there is an increase in the popularity of racing competitions against the background of the growth of their commercial component. This makes Internet marketing an important part of this industry, since a better understanding of its features in the field of motorsport can make the activities of companies more efficient. This article explores the use of Internet marketing by various organizations of this industry, identified the most and least effective channels for different types of companies. It is concluded that there is a direct correlation between the main source of income of the organization and the channels of digital marketing communications that are used in it. On the basis of this information, the author’s classification of types of motorsport participants is proposed in the article. The novelty of this classification is that participants are allocated in accordance with their type of main activity (racing teams, manufacturers of motor sport goods, companies owning race tracks, etc.) followed by a description of Internet marketing technologies common for each type. This classification allows to determine the type of organization involved in the field of motorsport and highlight its most distinctive digital marketing tools. The information obtained during the research can be used by marketers of companies engaged in the field of motorsport for a better understanding of the current trends in this industry, as well as for building a more effective and competent strategy for promoting the company’s products and services.

Рр. 29 – 31

Features of Classical Marketing Techniques Application with the Purpose of Increasing Attendance of an Enterprise (on Example of a Beauty Salon

Shremed Diana Mikhaylovna, Post-graduate student of the department «Humanitarian and socio-economic disciplines». Far Eastern Federal University. Individual entrepreneur, Head of the beauty salon. Admiral Fokin street, 17/2, Vladivostok, 690091, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In the article the problem of application of classical marketing receptions in sphere of services with the purpose of increase of attendance of the enterprise on an example of activity of a beauty salon is shined. A large number of modern entrepreneurs directly in the beauty industry believe that the introduction of shares and discounts is a sufficient way to combat seasonal fluctuations in attendance, and an effective way to increase the number of newly attracted customers. The author considers the correctness of this principle, applied by marketers in the sale of products, in relation to the sphere of services. The practical result of the negative impact of the introduction of shares and discounts on the reputation of the beauty salon as well as on the effectiveness of its activities in the long run is considered and alternatives for working with clients and personnel are proposed. The inefficiency of the system of discounts in the beauty salon is shown and the variability of wages for masters of various levels is offered.

Рр. 32 – 40

Competitive Position of Zara Brand in the Russian Fashion Market

Kapustina Larisa Mikhaylovna, Dr. Econ. Sc., professor, head of marketing and international management department Ural State University of Economics, USUE; 8 Marta St. 62, Ekaterinburg, 620144, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kondratenko Julia Nikolaevna, Cand. Econ. Sc., associate professor of marketing and international management department Ural State University of Economics, USUE; 8 Marta St. 62, Ekaterinburg, 620144, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Lykova Kseniya Vladimirovna, Master student of Ural State University of Economics, USUE; 8 Marta St. 62, Ekaterinburg, 620144, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Timokhina Galina Sergeevna, Cand. Econ. Sc., associate professor of marketing and international management department Ural State University of Economics, USUE; 8 Marta St. 62, Ekaterinburg, 620144, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.).

The paper deals with the phenomena of Zara brand of Spain company Inditex. The authors determined the main competitive advantages of Inditex in comparison with the direct competitors — Benetton, Marks&Spencer, H&M и GAP: 1) the client orientation and implementation of conception “fast” fashion, 2) decrease of value chain thanks to vertical integration of all business processes, starting from design and finishing to retail sales, 3) own big team of designers, 4) use of the modern information technologies, 5) leadership and the personal qualities of the company founder Amancio Ortega. The analysis of the Russian fashion market revealed, that the consumers mostly buy the brands of foreign clothes producers in the trade centers; Inditex has got 2,7% of the market. A half of volume sales of Inditex in Russia belong to Zara, which is the most famous clothes brand. Using the methodology of M. Porter on five strengths of competition, the authors concluded that Russian fashion market is characterized by high level of competition and declining of the rates of growth. It is concluded, that the threat of industry competition and Internet-shops is high. The degree of the threat of loss Inditex consumers is evaluated by the authors like average, the threat of loss the suppliers is low and the threat of entry of new players in the Russian fashion market is high. In the paper the strategic directions of Inditex development are represented: an increase of online sales, cutting down the retail chain, keeping and searching of new ways of differentiation of Zara brand, reducing the cost of production and distribution by developing the cluster of suppliers.