The Role of Marketplaces in the Retail Market

Tverdokhlebova Maria Dmitrievna, PhD, Associate Professor of marketing department, Plekhanov Russian University of Economics; Stremyanniy 36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Nikishkin Valeriy Viktorovich, PhD, professor of marketing department, Plekhanov Russian University of Economics; Stremyanniy 36, Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Marketplaces, as retail intermediaries, appeared on the Russian e-Commerce market only a few years ago, and today their popularity is high. Being a platform that provides easy placement and management of the product range, marketplace is widely used by both producers of goods (as a channel of the first level) and online stores working with manufacturers under supply contracts (in this case, in the distribution channel chain, the marketplace plays the role of an intermediary of the second level). The popularity of this type of intermediary is due to the relative simplicity of the sales organization, the absence of costs and risks of self-promotion in the electronic environment. However, the use of this intermediary is relevant only within the framework of a single-channel or multi-channel distribution strategy, which is more effective for consumer goods, and is not yet possible within the omnichannel marketing strategy.

Keywords: marketplace; retail; distribution; distribution channels; online store; e-Commerce; multichannel; omnichannel.

Influence of Content on Consumer Brand Engagement in Retail Sector (Facebook Brand Page Analysis)

Shilovskiy Sergey Vitalievich, Candidate of Economics, Associate Professor of the Department of Marketing, Logistics and Commerce, Far Eastern Federal University; 10 Aiax village, FEFU campus, 690922, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Influence of content on consumer brand engagement according to Facebook data is described in the article. The results can be used in marketing communication management of retail companies in social media. An approach to classification of content characteristics and research of influence of these characteristics on consumer engagement is described by the author. The author shows that it is necessary for the company to pay attention not only to what company says to the clients but also to how information transfers to the customers in order to provide consumer engagement in social media. The originality of the author’s approach is in taking into account specifics of retail chain shops, including brand community specifics and specifics of Russian retailers’ Facebook brand page content. The result of the research allows marketer of retail company increase social media communication efficiency with consumers.

Keywords: content management in social media; content marketing; consumer engagement in social media; promotion in social media; retail chain shop promotion; content analysis; Facebook.

Efficiency of Promotion of Pet Product Line of the Brand GUCCI

Arutyunyan Karine Karapetovna, Student of the Faculty of International Economic Relations, Financial University under the Government of the Russian Federation; Leningrad Avenue 49, Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In the article, the author calculates the profitability of the planned launch of the line of pet products of the brand “Gucci”, the payback period and the net present value, which prove the effectiveness of the introduction of new products and prospects of expansion of the brand, as well as its improved and updated business strategy. The success of the marketing promotion of new products is the consequence of systematic study of the market and the development of the right brand’s business strategy in modern conditions of changes in the fashion industry and consumer preferences, the Y and Z generations (born after 1980 and around 2000, respectively), that will allow the “Gucci” brand to approve its position as the most profitable brand in the composition of the Kering group.

Keywords: efficiency; marketing promotion; profitability; payback period; Gucci’s business strategy.

The Choice of Social Networks in the Development of Optimal Technology to Promote Russian Brands of Professional Cosmetics

Vinichuk Oksana Yuryevna, Ph.D., assistant professor of marketing, commerce and logistics, the Far Eastern Federal University (FENU), Russian island, bay Ajax 10, block G (22), Vladivostok, 690922, Russia (кThis email address is being protected from spambots. You need JavaScript enabled to view it.)

The article presents research technologies promoting Russian brands of professional cosmetics in social networks. The use of social networks is becoming an increasingly effective tool for modern social media marketing, and its main advantage is a quick start, ease of use, precision and the possibility of constant interaction with subscribers. As a result of the study, hypotheses were formed and proved that can ensure the high effectiveness of promoting professional cosmetics in social networks. The results of the survey allowed us to divide consumers into 5 main segments and offer the operators of the Russian professional cosmetics market an appropriate promotion model, taking into account the needs of their customers. Based on the study, an algorithm was developed to formulate the promotion of professional cosmetics in social networks, designed to ensure maximum efficiency of this technology, and recommendations were developed for solving the problems of promoting professional cosmetics in social networks, taking into account the opinion of consumers.

Keywords: professional cosmetics; social networks; promotion technologies; marketing strategies; socio media marketing (SMM).