Pp. 3-9

DOI: 10.24412/2071-3762-2022-4301-3-9
Designing Brand Identity for Cultural and Historical Festivals

Solovieva Dina Vitalievna, PhD in Economics, Docent, Faculty of Technological Management and Innovations, ITMO University; St. Tchaikovsky, 11/2, St. Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Orlova Maria Sergeevna, Master student of the Faculty of Technology Management and Innovations, ITMO University; St. Tchaikovsky, 11/2, St. Petersburg, Russia, 191187 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to the description of the author’s method of forming the brand identity of cultural/ historical festival projects. The article explores the existing models of brand identity, methods of external and internal analysis of the festival brand, presents the author’s model of brand identity for the selected sphere, and also describes strategic decisions for the formation of the festival brand. The method was applied to develop the brand of the cultural/historical festival “Den Borodino” (Borodino Day).

Keywords: brand identity; event-marketing; cultural and historical festivals; brand platform.

Pp. 10-16

DOI: 10.24412/2071-3762-2022-4301-10-16
Marketing Activities in the pharmaceutical enterprise management system (on the Example of the Pharmacy Chain «April»)

Volnenko Vladimir Nikolaevich,Candidat of department of management and marketing; Belgorod State National Research University; Pobedy str. 85, Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Marketing is diverse, just as products and their markets are diverse. The author, proceeding from the fact that the general theory of marketing is already well known, aims to understand the specifics of marketing activities in one of the important markets – the pharmaceutical goods market. Previously, it was inappropriate to speak about the sphere that concerns health, and sometimes human life, in «market tones». For this reason, marketing in pharmacy and medicine was initially viewed as an inappropriate phenomenon. But gradually commodity-money relations have also reached healthcare, and now market instruments are no less important for this industry than for the sphere of consumer goods. The article gives a brief description of the basic laws of psychophysiology of consumer behavior in the pharmaceutical market, describes the main processes of the marketing paradigm and its features in relation to the market of medicines. The issues of formation of motivation for drug consumption, positioning of drugs on the market, their promotion, PR technologies and adaptation of communications with customers to the new realities of the digital environment are highlighted. The main players in the pharmaceutical market of the Russian Federation at the beginning of 2022 are considered and the analysis of marketing activity of one of the leaders of this industry – the network of pharmacies «April» is carried out.

Keywords: competition in healthcare; pharmaceutical marketing; drug market; marketing communications; pandemic; promotion strategy; pharmacists; pharmacy chain «April».

Pp. 17-22

DOI: 10.24412/2071-3762-2022-4301-17-22
The State and Trends in the Development of Competitive Relations in the Market of Commercial Medicine in the Russian Federation

Zubareva Natalia Nikolaevna, Candidate of pedagogical sciences, associate professor, Applicant, Department of Management and Marketing, Belgorod State Research University; Pobedy 85, Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In the last two decades, we have seen the transition of an increasing number of medical services provided to a commercial basis. After all, the law is not prohibited – it means it is allowed, and in addition it is also profitable, since it is not customary to save on health. As a result, competition is growing between doctors, medical practices, medical organizations, between private and public segments, etc. Private clinics now provide services in various medical profiles and are full-fledged participants in the federal healthcare system, that is, they have the same rights and opportunities as public hospitals. And the patient has the right to choose exactly where he wants to receive medical care guaranteed to him by the Constitution of the Russian Federation. Equal conditions, according to the laws of the market, create healthy competition, which ultimately should improve the quality of medical services. The President and the Government of the Russian Federation set a task to develop public-private partnership in the field of healthcare, actively involve private-owned medical organizations and, through organized interaction and coordination of work, improve the quality and accessibility of medical care for the population.

Keywords: competition in healthcare; market instability; competitiveness of a medical institution; development of private medical practice; the market of private and public medical services; covid restrictions.

Pp. 23-27

DOI: 10.24412/2071-3762-2022-4301-23-27
Content Marketing and Features of its Application in Tourism

Ershov Evgeny Gennadievich, Candidat of department of management and marketing; Belgorod State National Research University; Pobedy str. 85, Belgorod, Russia, 308015 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article describes how to use content to build a customer base. Content-marketing is no longer a whim, but a necessity, especially in the field of travel. If a travel company wants to attract a relevant target audience with enviable regularity, then it is necessary to build high-quality communication with potential customers, recognize and understand their tasks, needs, meet expectations, give them benefits that correspond to their values. Content marketing works to the advantage of companies that use it wisely. This technology allows you to increase the number of sales, increase customer loyalty, if a unique selling proposition (product or quality of service) falls into the values of customers and correlates with the values of the company.

Keywords: tourism industry; consumer loyalty; content-marketing; marketing strategy; relevant content; unique selling proposition; tourism marketing.

Pp. 28-36

DOI: 10.24412/2071-3762-2022-4301-28-36
Model Estimation Competitiveness Motor Transport Enterprise

Rayushkina Alevtina Anatolyevna, Candidate of Technical Sciences., Associate Professor, Department of Automobile Transportation, Volgograd State Technical University; Lenin Avenue, 28, 400005, Volgograd, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article systematizes the main requests and needs of various target groups of the motor transport services market. A sequence of stages for assessing the competitiveness of road transport at the micro level (at the level of a motor transport enterprise) is proposed. An example of assessing the competitiveness of road freight transportation of a motor transport enterprise is considered. For clarity of the proposed methodology, an example of assessing the competitiveness of road freight transportation of a motor transport enterprise was developed. A methodology has been developed for choosing the optimal combination of measures to improve the competitiveness of a motor transport enterprise. The methodology proposed by the authors for assessing the level of competitiveness of the services of a motor transport enterprise allows a comprehensive assessment of the degree of satisfaction of the requests and needs of various target groups of the motor transport enterprise, as well as its competitors; contributes to the development of a set of measures for the further strategic development of ATP, taking into account the ranked factors of the external and internal environment that affect the achievement of the goals of the motor transport organization.

Keywords: market of motor transport services; motor transport enterprise; competitiveness; target groups; contact audience.