DOI: 10.24412/2071-3762-2021-4290-3-9
Marketing Mix Modernization of Retail Companies in the Digital Economy: from the 4P Model to the 5C Model

Burmistrov Andrey Nikolaevich, Candidate of Economics, Associate Professor of Higher Scholl of Service and Trade, Peter the Great St. Petersburg Polytechnic University; Polytechnic str. 29, St. Petersburg, Russia, 195251 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Melikova Evgenia Feliksovna, Candidate of Economics, Associate Professor of Higher Scholl of Service and Trade, Peter the Great St. Petersburg Polytechnic University; Polytechnic str., 29, St. Petersburg, Russia, 195251 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The authors consider the evolution of such a management tool as a marketing mix based on the study of changes in the economic activities of retail companies caused by the emergence and development of digital technologies, changes in consumer behavior, etc. From the original 4P model and its transformations, the authors trace the development of the marketing mix to its R. Lotherborn’s rethinking and his proposal of the 4C model (1990), as well as its modification by F. Kotler into the 4C model (2019). An analysis of the applicability of this model specifically to retail and the impact of the Covid-19 pandemic on changing consumer behavior and values ??allowed the authors to propose the further development of 4C models into the 5C model. The basis of the proposed 5C model (2021) is a culture focused on equal cooperation between economic entities. In further studies, the authors will continue to improve the marketing mix based on the use of culture components in the proposed model, which will allow retail companies to create the most sustainable competitive advantages.

Keywords: consumer behavior; marketing complex; marketing mix; 4P; 4C; 5С; digital transformation; omnichannel.

DOI: 10.24412/2071-3762-2021-4290-10-16
The Impact of Marketing Strategy on the Activities of an Industrial Enterprise in a Digitalization Environment

Krasyuk Irina Anatolyevna,Professor, Doctor of Economics, Peter the Great St. Petersburg Polytechnic University; Polytechnic str., 29, St. Petersburg, Russia, 195251 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Pasholikov Maxim Alexandrovich, Ph.D., Associate Professor, Peter the Great St. Petersburg Polytechnic University; Polytechnic str., 29, St. Petersburg, Russia, 195251 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The digitalization of the economy ensures the use of information technologies and creates conditions for effective management. The introduction of the Industry 4.0 platform has a great impact on the development of various sectors of the economy and industry, since the balance of forces in modern society is gradually shifting from analog technologies to digital ones. The industrial sector is the basis for the development of the country’s economy. The formation of the industrial market is aimed at building a system of effective cooperation through fair competition. The demand in industrial markets influences the functioning of the industrial chain and the choice of industrial marketing tools. Marketing planning of an industrial enterprise provides for the solution of strategic problems and is aimed at the implementation of instrumental marketing solutions. The mechanism for the formation of a marketing policy is a set of methods, techniques, means through which the subjects plan, form, coordinate and implement the marketing activities of an industrial enterprise. The marketing policy of an industrial enterprise is a system for responding to challenges from the external environment. At industrial enterprises, marketing policy is implemented in the form of a marketing action plan.

Keywords: industrial chain; industrial marketing; marketing management; marketing policy.

DOI: 10.24412/2071-3762-2021-4290-17-21
Value Proposition Analysis of Start-Ups in the Field of Personalized Nutrition

Popova Anna Viktorovna, Master’s student of Faculty of Technological Management and Innovations, ITMO University; Kronverkskiy av. 49, Saint Petersburg, Russia, 197101 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Orlova Olga Yurievna, Candidate of Technical Sciences, Associate Professor of Faculty of Technological Management and Innovations, ITMO University; Kronverkskiy av. 49, Saint Petersburg, Russia, 197101 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Changes in life style, global trends in longevity, unwillingness of active and modern citizens to spend time and money on treating health problems consequently lead to development of a new vector in the market of food production and consumption – market of personalised nutrition. We have analysed start-ups in this area, segregated representatives of seven categories and identified that the company that uses complex technologies and deep scientific researches (Viome) frames its value proposition on the emotions, improvement of health and quality of life, referring to healthy ageing, keeping young skin and mood improvement, while doing so the company competes within the market of aesthetic medicine rather than the market of the medical analysis. Those start-ups that do not apply high technologies (Nutrium, Wellory, Nplanner), are using such characteristics as time saving, price, accessibility and quality assurance as part of their value proposition. 85% of analysed start-ups as part of this article use subscription as a business model no matter what category the start-up belongs to, which is considered to be an efficient way to monetise the start-up. 85% of analysed start-ups use scientific research and 57% – artificial intelligence technology as a competitive advantage. This in particular brought up a proposal to add a scientific and technological layer to the economical layer of Alexander Ostervalder’s Business Model following the logic of Alexander Joyce who suggested triple layer business model to describe sustainable companies. We suggested to use the scientific and technological layer in order to describe in details the technologies being used in the company or a start-up, robotics being available or not, what scientific research is being applicable to the technology, regulating and governing legislation, patentability of the technology, how it impacts the labour cost and staffing schedule, key competencies required to work with the technology, profit and advantages of the end user while using the technology.

Keywords: personalised nutrition; start-ups; business model; value proposition.

DOI: 10.24412/2071-3762-2021-4290-22-26
Research of Consumption of Fast Food Company Products

In the course of the study, an attempt was made to identify the target audience of the company, the features of consumption of fast food products, the main preferences of consumers. To get the primary information, a questionnaire survey was conducted, which helped to determine that the main product of the company is drinks (latte, raf, cappuccino), the company is chosen because of reasonable prices and fast service.

Keywords: fast food; market research; competition; consumers.

DOI: 10.24412/2071-3762-2021-4290-27-33
Issues of Activation of Advertising on the Internet and the Demand for Merchandising in the Pharmacy Market

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

Solyanskaya Yulia Viktorovna, Senior Regional Representative of Angelini Pharma Rus, Marketer, Post-graduate student of the Department of Marketing and Advertising, Rostov State University of Economics (RINH); Sadovaya Street 69 B, Rostov-on-Don, Russia, 344002 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Result: it is determined that in the current situation, it is advisable for pharmacies / pharmacy chains to focus on advertising on the Internet (search engines, large sites/portals) and in social networks. The most successful option for placing ads on the Internet can be considered a special ad block in a social network, as well as large banners in the header of the site and thematic advertising in articles. It is revealed that advertising does not attract the majority of individuals. This state of affairs mediates the need to intensify work with the consumer in the trading floor in the form of consultations with the pharmacist and the implementation of merchandising.Conclusion: In addition to advertising efforts on the Internet for pharmacies / pharmacy chains, it is justified to train pharmacists in sales skills, training on consumer personality types, which allows them to advise customers in an unobtrusive form and orient their priority positions.

Keywords: advertising; research; merchandising; pharmacies / pharmacy chains.

DOI: 10.24412/2071-3762-2021-4290-34-40
Mathematical Description of Assessment for the Favorability of the Sea City Image

Petrova Galina Andreevna, Post-Graduate of International Marketing and Trade Department, Vladivostok State University of Economics and Service, Gogolya 41, Vladivostok, Russia, 690014 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The presented result of testing the author’s methodological approach of assessing the favorability of the image of the sea city is based on determining the needs of non-residents and the associated characteristics of the sea city as a complex of micro-objects of consumption. On the basis of the calculated coefficient of relative importance («weight» coefficient) of the characteristics of the sea city, it is proposed to use formulas for calculating the quality indicators of the studied sea city, including the formula for calculating the indicator of relative favorability of the image of this sea city in comparison with rival sea cities.

Keywords: marine city; needs of non-residents; favorability of image; complex of microobjects of consumption; psychoprogrammatics.

DOI: 10.24412/2071-3762-2021-4290-41-48
Trend Marketing Tools as a Method of Making Media Content for Brаnd

Solovieva Dina Vitalievna, Candidate of Economic Sciences, Associate Professor of Faculty of Technological Management and Innovations, ITMO University; Chaykovskiy 11/2, St. Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Bulygina Anastasiya Nikolaevna, Master of Innovation, Teaching Assistant at Faculty of Technological Management and Innovations, ITMO University; Chaykovskiy 11/2, St. Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Shatokhina Daria Dmitrievna, Master of Innovation, Teaching Assistant at Faculty of Technological Management and Innovations, ITMO University; Chaykovskiy 11/2, St. Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Semenova Polina Andreevna, student of the Department of Technological Management and Innovation, ITMO University; Chaykovskiy 11/2, St. Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Shevtsova Aleksandra Sergeevna, student of the Department of Technological Management and Innovation, ITMO University; Chaykovskiy 11/2, St. Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article discusses the use of trend marketing tools to develop brand media communications. The author’s model of the relationship of media content with branding, external context and target audience in the key of the trend marketing concept is presented. At the intersection of each of these three fields, accompanying behavior patterns and trends are formed, which become key in the development of media content. The main methods and algorithms of the concept were considered, including the stages: trend-watching, trend-forward-casting and trend-setting. The options for integrating these techniques into the development of media content are proposed, the necessity of introducing trend filtering into the development of brand content is substantiated.

Keywords: media communications; media content; trend marketing; trend watching; trend forecasting; trend setting; trend.