Methodical approach to development of brand architecture of a diversified company

Nikishkin Valeriy Viktorovich, Doctor of Economic Sciences, professor at the Marketing Department, Plekhanov Russian University of Economics; Stremyanny lane 36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Tverdokhlebova Maria Dmitrievna, Candidate of Economic Sciences, assistant professor, Plekhanov Russian University of Economics; Stremyanny lane 36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Voronova Tatiana Andreevna, Doctor of Economic Sciences, Dean of the Faculty of hospitality, tourism and sports industry, Plekhanov Russian University of Economics; Stremyanny lane 36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The architecture of the brand devoted a significant amount of scientific papers. In a competitive environment companies need to distinguish their goods and services from similar offerings, effectively using the approaches and tools of branding. Diversified companies operating simultaneously in several markets and for a large number of directions, it is quite difficult to choose an effective branding strategy. Whether to combine their proposals under a single brand, breed them under different brands, or use a mixed approach? In this paper, the authors propose a methodological approach to building of diversified company’s brand architecture that focuses on achieving the maximum level of trust of the target consumers of the firm.

Keywords: branding; branding strategies; brand architecture; market segmentation; diversified companies; service brands.

Segmentation and Positioning as a Basis for the International Diversified Companies (on the Example of Fluidra)

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

Guseva Maria Victorovna, Postgraduate student, Department of Marketing, Plekhanov Russian University of Economics; Stremyanny lane 36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The authors of the article describe approaches to the segmentation and positioning in a changing international marketing environment on example of multinational company Fluidra (Group of companies) specializing in production and sale of equipment used in water supply. Authors allocate the purpose of segmentation of a foreign market, present models and strategies of segmentation, consumer motives on foreign B2B markets and ways of positioning. In the article the method of comparing different markets, based on the marketing situation analysis, and the method of segmentation in distribution channels are presented. The method of segmentation for introduction and use by Fluidra with a list of allocated segments, their characteristics and strategies is given. Maximum benefit from cooperation with the strategic customer groups depending on their capacity is provided trough using this method. The procedure of positioning is also described and key factors influencing the company’s goods (service, brand, image) positioning on the international market are identified. The results of segmentation and positioning on example Fluidra are submitted.

Keywords: international diversified company; segmentation; positioning; foreign market; strategies.

Evaluation of Product Policy of Internet Companies

Kulpin Sergey Vladimirovich, Assistant, Chair of Management Theory and Innovations, Institute of Public Administration and Entrepreneurship, Ural Federal University named after the First President of Russia B.N. Yeltsin; Mira Str. 19, Ekaterinburg, 620002, Russia. Postgraduate student, Institute of Economics, Ural Branch of Russian Academy of Sciences; Moskovskaya Str. 29, Ekaterinburg, 620014, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Evaluation instruments revision of the trade policy in online companies is actual in the modern transformation of traditional economic relations in a virtual business relationship. Internet technologies allow to sell any product in virtual space. An important question remains, how profitable to sell a particular product on the Internet. The companies need to pay special attention in modern conditions to a new type of production — information products. The article presents a model for evaluating the effectiveness of Internet agent based on informativity its product portfolio. The model is based on the analysis of the product portfolio, gross income and transaction costs of online shops selling advantage of one type of goods. A model of the ideal online store is shown. Financial results and information about product portfolios of the largest online Russian retailers became base for the analysis. Results of research have shown that the Internet agents realizing mainly ideal Internet goods or goods stimulating demand in the virtual market have the level of transactional expenses below, than those Internet sellers who realize the goods which aren’t stimulating demand, and, in fact, being goods of the traditional market.

Keywords: product informativity; online product; online shop’s product policy; transaction costs.

Preschool Education Market Research: Mystery Shopping Technology

Rebrikova Nadezhda Vladimirovna, Ph.D, senior lecturer in Marketing and Logistics Department of Financial University under the Government of the Russian Federation; Leningradsky av. 49, Moscow, 125468, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Shalnova Olga Aleksandrovna, Ph.D, assistant professor of technology and sales management Department of Plekhanov Russian University of Economics; Stremyanniy lane 36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Preschool education market is in the stage of growth. Despite the state-guaranteed access and free of charge Russian preschool education the majority of parents (buyers of service) are not satisfied with the quality of the education. In this regard the sector of private preschool education services is actively developing. To identify issues specific to this market and to find the solutions, the authors conducted a marketing research of preschool education services in Moscow region using the technology Mystery shopping. The results of the research identified significant systemic problems which the centers of children development are faced. First of all this is an insufficient logistical (material and technical) support, the lack of additional services that are of interest to parents, low culture of interaction with customers, ineffective communications. The ways of fortifying the competitiveness were suggested: elimination of the revealed drawbacks and the introduction of monitoring of satisfaction of customers (parents) and direct users (children) by the quality and availability of the services.

Keywords: preschool education; preschool education market; quality of preschool education; mystery shopping.

Monitoring of Retail Prices for Main Groups of Foodstuffs in 2015

Paramonova Tatyana Nikolaevna, Doctor of economic sciences, Professor, head of the Department of technology and sales management at 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.)

Uryasyeva Tatyana Ivanovna, Candidate of economic sciences, Associate Professor, Assistant Professor of Department of technology and sales management at 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.)

Monitoring of foodstuffs retail prices revealed any key trends. Foodstuffs price was surged in 2015 faster compared to prices of non-food goods and services. In December 2015 food inflation level (without alcohol) was 114.5% compared to the same period of last year, and the annual accumulated inflation level was 120,2% for the period January-December. Trend of reducing the population possibility to purchase basic foodstuffs, including products of consumer basket was actively manifested. Reduction of the population possibility to purchase biologically valuable products - eggs, milk, as a source of relatively cheap protein, is particularly worrisome. The trend of price surge for many food products, e.g. vegetables, fruit, butter, fats in Russia is largely agreed with the trends in the EU-28. However, the rate of price growth for these product groups in EU countries is much lower than in Russia. Import of basic foodstuffs was significantly reduced whereas the rate growth of production has not provide replacement of its capacity due to countersanctions as the response of the Russian Government. The deterrent influence on the food inflation during 2016 will provide such economic conditions as the reduction of real incomes of the population and the population’s propensity to save. The growth of domestic food resources by agricultural enterprises adaption to new conditions and their effective state support and increased competition in the food market could be effective tools of production the agricultural raw and foodstuffs. Preserving countersanctions that deterrent proposal of foodstuffs, aggravate competitive environment, limited access to credit will contribute to further increase in food prices.

Keywords: food inflation rate, solvency of money incomes, food resources, sources of food resources, script changes of food inflation, food inflation risks.

Real vs. Desired Income of an Average Russian Family

Romir The largest Russian independent company, specializing in marketing, media and socio-economic researches. Romir is the exclusive representative of international research Association Gallup International/WIN in Russia and CIS (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This year the Russians have slightly increased their material requirements compared to last year, but the desired income increased half less than the annual inflation rate. The desired and average real income, that are counted on the Rosstat data, coincided with the difference in 300 rubles for the first time of observations. For two years the Russians demonstrate the reality of their material desires. But the requirements for «normal life» of the residents of Volga region and the South, however, exceed the average real income in these regions for a quarter.

Keywords: average monthly income; family income; wages; national survey; Federal districts.