Competitive Environment Research on the Russian Pharmaceutical Cosmetics Market in the Therapeutic Skin Care Category

Efimova Elizaveta Nikolaevna, Head of the planning group and advertising in the Internet, Agency Digital BBDO; Derbenevskaya emb. 7, bldg. 9, Moscow, 115114, Russia; undergraduate student of Marketing faculty at Plekhanov Russian University of Economics; Stremyanny lane 36, Moscow, 115093, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The author researches the Russian pharmaceutical cosmetics market in the category of therapeutic skin care. The urgency of the object is determined by rapid market growth and strong internal competition. Scientific novelty consists in complex analysis including: consumer study by the author’s survey, analysis of competitive environment and strategies of key competitors, field research of representation and pricing differentiation of products, analysis of competitive forces and identifying of the key brands positioning. The practical importance lies in the possibility of further use of the research results and taking them into account in generation of the marketing strategies of cosmeceutical brands.
Due to influence the mass-market the sale is reduced in wrapping, at the same time there is a shift of consumption towards expensive products (more than 500 rubles per pack). Only 20% of purchases are made spontaneously, the preliminary study of ingredients, reviews and recommendations is tellingly for consumers. The product quality, breadth of assortment (preferred forms as cream, foam, gel, lotion), distribution level (not less 60%), retail representation are of particular importance. Free market niches do not exist, price sensitivity is not actual, the exit of some competitors from the category is possible, and the product differentiation is the competitive advantage. Customer requirements are diversified and regularly complicated, so the winning solution is the strategy of product development (including assortment expansion in premium forms). The main drivers of the category are investments in advertising, sampling, medical and pharmaceutical promotion. La Roche-Posay, Avene and Librederm are the growing brands that regularly expand product assortment.
The results of analysis are confirmed by other researches, which makes them reliable and revealing. Thus only part of the issues related to marketing of pharmaceutical brands is involved in the analysis, and this issue has the capability to further researches.

Keywords: competitive environment; farm-cosmetics market; cosmeceuticals; market leaders; competitive map; marketing indicators; competitive strengths; marketing strategies.

Innovative Marketing Impact on the Organization and Format of Trade

Krasyuk Irina Anatolyevna, Doctor of Economics, Professor, Professor of the Department of foreign trade and Commerce» of the Institute of Industrial Management, Economy and Trade, St. Petersburg Polytechnic University Peter the Great; Polytechnicheskaya 29, St. Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kkhalaf Karina Ziad, Graduate student of the Department of foreign trade and Commerce» of the Institute of Industrial Management, Economy and Trade, St. Petersburg Polytechnic University Peter the Great; Polytechnicheskaya 29, St. Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Khudik Daria Dmitrievna, Bachelor of the higher school of merchandising and services, Institute of industrial management, Economics and trade, St. Petersburg Polytechnic University Peter the Great; Polytechnicheskaya 29, St. Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Retail trade is one of the leading sectors of the Russian economy, it is characterized by innovative development. The objective of trade is to maximize resources, monitoring and developing business relationships that will create the conditions for innovative changes to organizational forms. Despite the difficult economic situation, retail trade continues to show positive growth. However it has extensive character, which is provided by the increment in the number of stores, sales area. Regional dislocation of trade is uneven; it is characterized by the maximum representation of commercial capital in the Central, North-Western, Povolzhsky and Siberian Federal districts. The most popular forms are: shop at home, discount store, warehouse store, supermarket, hypermarket. The economic situation in the country had an impact not only on changes in the organizational forms of trade, but also on the attitudes of consumers, which determines the structure of the purchase. Russian consumers at the present time are characterized by the transition to the economy mode and the refusal of mass entertainment. This situation creates objective preconditions for the development of new formats, in particular the format of the drogher. However the development of innovative forms of trade is constrained by lack of financial capacity of retailers. Only one retail network Magnet was in the TOP 100 most innovative organizations at Forbes magazine’s.

Keywords: innovation; trade network; innovative marketing.

Managing the Organization’s Relations with Stakeholders: Marketing Approach

Zhukova Tatiana Nikolaevna, Candidate of Economics, Associate professor, Saint-Petersburg State University of Economics, Sadovaya street 21, Saint-Petersburg, 191023, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The paper discusses the problems involved in managing relations the organization with stakeholders. The thesis of the paper is that there are good reasons for an enterprises willing to enhance its corporate reputation and to increase its efficiency of business processes to implement a coordinated management of its relations with the stakeholders on the basis of principles of marketing. A systemic interaction with the stakeholders can be ensured through integration of the corporate social responsibility, relationship marketing and corporate branding in the context of corporate strategy. Not consumers alone, but other stakeholder groups as well should be considered to be the enterprise’s target audiences at the same time. Data showing the impact of corporate reputation upon consumers, potential employees, investors and public is provided as a topic relevance rationale. The paper also presents the findings of studies characterizing the company management’s evaluation of the pressure exerted by various stakeholder groups, which show that Russian enterprise managers see the employees and local population as priority groups. The theoretical aspects of the problem under consideration are connected with differences between assumptions underlying the concepts focusing on interaction between business and stakeholders (CSR, stakeholder concept, relationship marketing). The article proposes a management organization model for enterprise relations, which assumes a coordinated development of the corporate strategy, CSR programs, corporate branding and processes of interaction with stakeholders. Recommendations are given for setting up organization strategy with due regard to the tasks of interaction with stakeholders.

Keywords: relationship marketing; relationship management with stakeholders; corporate social responsibility; stakeholders; corporate reputation; stakeholders management; corporate brand; target audience.

How to Measure Relationship Marketing Efficiency in Industrial Market

Izakova Natalia Borisovna, Senior Lecturer of Marketing and International Management Department The Ural State University of Economics; 8 March/Narodnoy Voli St. 62/45, Yekaterinburg, Russia, 620144 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kapustina Larisa Michailovna, Dr.Sc.(Ec.), Professor, Head of Marketing & International Management Department, The Ural State University of Economics; 8 March/Narodnoy Voli St. 62/45, Yekaterinburg, Russia, 620144 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Sysoeva Tatyana Leonidovna, PhD, the assistant professor of marketing and international management department The Ural State University of Economics; 8 March/Narodnoy Voli St. 62/45, Yekaterinburg, Russia, 620144 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In the paper the marketing metrics system for corporate client’s relationship is presented and its application results for estimation of the relationship marketing in industrial market are provided. The metric choice is done according with the corporative targets for the industrial organization development, statistic data availability and moreover with the taking in consideration the real company needs for the information in order to manage marketing efficiently. The need to organize the collection and storage the data about the metrics at marketing and sales departments is shown. The paper presents the survey results among the industrial company’s managers at the Sverdlovskaya oblast, which reflect the most popular metrics de facto. It’s established that traditionally industrial organizations estimate only the general number of customers and its share in the total sales. Such metrics as the value of customer influence and the level of its involvement, all the respondents, who took part in the survey, noticed as not used practically as it’s difficult to calculate and there is the point of evaluation subjectivity. In the paper the calculation for clients metrics and customer lifetime value are calculated for the company, which deal with the polyvinylchloride construction production in Ural region. The client’s metrics analysis demonstrates its favor for decision making concerning the development the relationship with corporate customers. Based on empirical analysis the output about the complete client metrics study is able to estimate the relationship marketing implementation and to create the marketing strategies focused on the customer is obtained.

Keywords: relationship marketing; marketing metrics; relationship marketing efficiency; the market of windows construction from polyvinylchloride; customer lifetime value.

Staff Marketing as a Part of Corporate Strategy for Modern Organizations: Theory and Methodology of Holistic Paradigm

Demyanchenko Natalya Vasilyevna, Candidate of Economics, Associate Professor of the Department Management, Krasnodar Branch of Plekhanov Russian University of Economics, Sadovaya 23, Krasnodar, 350002, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

A cycle of publications devoted to theoretical search and testing of partnership approach towards systemic and situational marketing interactions with a staff as a holistic concept is opened by this article. A source of sustainable growth of corporate competitiveness of modern organizations could be opened by proper mobilization of human capital. Such mobilization is impossible without the partnership model of interaction oriented to a qualitative increase in the competence of the certain employee. The controllable reproduction of human capital on the basis of specialized marketing impacts should become the result of such mobilization. This category is researched by the author through scaling and multiplying the corporate business model. It is the «key» to the qualitative growth of labor productivity and creative attitude to work by the staff in modern organizations.

Keywords: stuff marketing; holistic marketing concept; resource-based approach; partnership approach; stuff marketing model.