DOI: 10.24412/2071-3762-2021-2288-3-12
Developing a Communication Strategy for a B2C Startup

Ermolova Anastasiia Vladimirovna, Master Student of Technology Management and Innovation Faculty, ITMO University, 49 Kronverksky pr., St. Petersburg, Russia, 197101; Brand manager, INNOVISION startup, ResursInvest Ltd (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The digital transformation of business and the growth in the number of B2C startups have influenced the need to create effective marketing communications with consumers of digital services and products in a highly competitive environment. This article proposes the author’s algorithm for developing a communication strategy for B2C startups, including: communication audit of a B2C startup, setting goals and objectives of the communication strategy (business goals, marketing goals, communication goals); analysis of the business model of a startup (defining the life cycle of a startup); determination of the target audience (conducting Customer Development, building CJM, conducting archetypal profiling); development of communication messages for each segment in accordance with its profile; definition of startup communication tools; definition of startup communication channels; development of a communication plan; development of a media plan; evaluating the effectiveness of the communication strategy. The novelty of this algorithm is that it focuses on an in-depth analysis of the psychological profile of the consumer personality, which allows predicting behavioral reactions in conditions of uncertainty, as a consequence, to create an effective communication strategy of B2C startups.

Keywords: startup communication strategy; analysis of the business model of a startup; analysis of the life cycle of a startup; determination of the target audience; communication channels; media plan.

DOI: 10.24412/2071-3762-2021-2288-13-18
Method of Conceptual Structure Forming as a Tool for Building Brand Architectonics

Kuznetsov Maxim Alexeevich, Third year postgraduate student of the Management Department, Southern Federal University, Bolshaya Sadovaya 105, Rostov-on-Don, Russia, 344006 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article discusses a methodological approach designed to form the architectonics of a brand through a step-by-step selection of elements of the final structure and a graphical display of their totality.The advantage of introduced method is a possibility for its using not only for brand conception development and its architectonics building, but for investigating structures of existing brands via analysis and estimating separate elements of created model and their combinations.Authorial method of architectonics building represents not only brand’s structure and its elements’ interrelation, but the actions’ sequence during forming company’s image in customers’ minds. Method provides control every step during brand development, allows investigating its architectonics and determining optimal relation between final structure’s elements.

Keywords: brand; method; architectonics; conception; methodology; structure.

DOI: 10.24412/2071-3762-2021-2288-19-31
The Territory Marketing System Used in the State Management of Development the Krasnodar Territory: Organization and Efficiency

Morusov Sergey Aleksandrovich, Applicant, Department of Management and Marketing, Belgorod State National Research University; Victory st. 85, Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The current system of territory marketing used in the state management of the development of the Krasnodar Territory has an insufficient level of organization, does not have the necessary degree of strategic planning and targeting, is represented by fragmentary marketing initiatives assigned to support units, is characterized by a decrease in funding and negative efficiency in relation to the territorial investment process. A promising goal of marketing the region from the author’s point of view is to attract the «creative class» as part of the migration of households and labor resources. Opportunities to use the potential of this target group are promising objectives of the marketing strategy of the Krasnodar Territory in 2021-2030. It is the creative class that represents the reserve of regional human capital – a group of innovators capable of initiating new economic decisions and, ultimately, generating impulses for demographic, entrepreneurial, investment, and socio – economic development of the territory. The involvement of the creative class as a driver of territorial development is a promising direction for the activation of regional / local economic processes and a specific subject of territory marketing.

Keywords: territorial marketing; regional development; Krasnodar Territory; marketing research; migration; creative class; strategic planning; territory attractiveness rating; regional image.

DOI: 10.24412/2071-3762-2021-2288-32-41
Marketing Research of Consumer Preferences in the Public Catering Market (on the Example of Ekaterinburg)

Sedelnikov Vladislav Mikhailovich, Junior Researcher of the Laboratory of Modeling of Spatial Development of Territories, Institute of Economics, Ural Branch of the Russian Academy of Sciences, Moskovskaya 29, Ekaterinburg, Russia, 620014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article updates the problem of changing consumer behavior during the time of the coronavirus, identifies key trends that have manifested themselves during the lockdown and which are likely to continue to exist after the coronavirus pandemic, such as the development of online shopping and online aggregators, video communication services for work and recreation, as well as the safety of purchased products.
The results of the analysis of the works of foreign scientists have shown that traditional factors, such as the quality of food and service, and a convenient location, still retain significant weight when choosing to visit a particular restaurant. At the same time, the consumer begins to attach particular importance to intangible factors, such as positive word of mouth, positive social media reviews, or the ability to create their own restaurant products based on customization and individualization.
The purpose of this study is to assess the degree of satisfaction of visitors to public catering establishments, the level of consumer loyalty, as well as possible forms and options for interaction with company personnel. As part of the study, was conducted a survey of consumers (the sample consisted of 339 people) regarding their preferences in terms of the format of catering establishments, the frequency and purpose of their visit, as well as the factors that are most significant when choosing a particular restaurant.
The obtained results allowed us to record the quality of dishes, the positive attitude of the staff and a convenient location as significant factors, and an entertaining show program, the presence of high Internet speed and the possibility of ordering a dish or drink that is not on the menu as the least significant.
Generalization of the information on the priorities of consumer preferences obtained in the course of marketing research has a practical orientation towards retaining customers, transferring them from potential and current to the category of permanent ones, taking into account the development trends of the public catering market.

Keywords: public catering market; consumer behavior; marketing research; pandemic coronavirus; restaurant preference factors; satisfaction; loyalty; consumer preferences.

DOI: 10.24412/2071-3762-2021-2288-42-48
Research on the Demand for Embedding «Smart Hotels» in the «Smart City» Concept»: Focus on the Consumer

Bondarenko Victoria Andreevna,Doctor of Economics, Associate Professor, Head of the Department of Marketing and Advertising, Rostov State University of Economics (RINH); B. Sadovaya str. 69, Rostov-on-Don, Russia, 344002 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Larionov Vladimir Aleksandrovich,Candidate of Economic Sciences, Candidate of the degree of Doctor of science Departments of Marketing and Advertising; B. Sadovaya str. 69, Rostov-on-Don, Russia, 344002 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Romanishina Tatyana Sergeevna,Candidate of Economic Sciences, Associate Professor, Russian State University of Tourism and Service; Main street 99, Cherkizovo village, Pushkinsky district 86, Moscow Region, Russia, 141221 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Objective: To identify the importance of embedding « smart hotels «in a single concept of» smart city « for a metropolis or region in terms of attracting consumers based on their commitment to digital services and innovative solutions.
Task: To clarify the attitude of internal and external non-regional consumers (mainly young people) to the demand for digital services, the importance of their integration into the concept of «smart city», as well as the attractiveness for consumers of technological digital innovations and the perception of security as significant criteria in choosing a hotel when deciding to visit a certain territory that operates on the basis of the concept of «smart city».
The result: The analysis of secondary information and the results of empirical research demonstrate that consumers positively perceive, in fact, the ecosystem approach, in which the hotel segment is congruently integrated into the overall infrastructure of the «smart city». The security and innovation provided by digital services and integration into the overall concept of territory development in the provision of services by hotels are assessed as significant for the majority of consumers.
Conclusion: Within the framework of the «smart city» concept, taking into account the inclusion of «smart hotels», it is necessary to expand the target audience by including (in addition to local businesses, the population and the management module) representatives of foreign business (partners and investors), as well as guests of the metropolis / region (foreign and foreign). By itself, the focus of hotels on innovation, digital services in improving comfort, organizing leisure activities and, in particular, the introduction of» green « innovations, according to the results of the study, are positively evaluated by consumers as a factor for making repeated purchases.

Keywords: «smart city»; «smart hotel»; innovation; digital services; congruence; research.