Development of program to increase a brand loyalty

Student: Khadizova Dinara

Supervisor: Alexey Zazdravnyh

Faculty: Faculty of Management

Educational Programme: Bachelor

Year of Graduation: 2014

Annotation to the final qualifying work on the subject: "Development of programs to increase brand loyalty" Modern buyer is willing to pay more money for buying not only goods but also a successful brand, that means reliability and lack of problems. For the consumer, the brand is not only the company name and product name, the brand is a philosophy of success. Therefore, in theory, the consumer branding plays a key role.In this regard, in highly competitive markets has increased the importance of intangible assets of companies and brand value may exceed 50% of the company.The complex of customer loyalty motivated ingrained habit of buying the same product, commodity or use the same service, insensitivity to the price of goods and the rejection of alternatives makes the greatest contribution to the cost of the brand.Loyalty is very conditional to quantify, mainly through sales reports, and depends on many intangible factors, which are also difficult to measure.Aim is to develop programs to increase brand loyalty by the example of the official dealer of Mitsubishi "Auto-Don" in Voronezh, where the author had practice.Objectives of the work:• Examine theoretical approaches to customer loyalty based on the analysis of consumer behavior;• Examine the loyalty program as a part of a branding strategy;• Examine the features of the modern new car market, the distributor of Mitsubishi policy framework in the Russian market, integration of loyalty programs dealer distributor in politics and on this basis to develop a series of proposals to improve brand loyalty "Auto-Don" (Mitsubishi) in Voronezh.Theoretical basis of the study were monographs and articles of Russian and foreign authors on branding and customer loyalty; empirical basis of the study was the material collected by the author while working at the dealership "Auto-Don".Proposed additions to the existing loyalty program had to meet certain requirements:• All requirements of the distributor of Mitsubishi must be met;• Auto business needs its owner to make money. Expenditure on customer loyalty - is the net cost of the company, and indirectly profitable in the long term. Therefore the management of the dealership was ready to consider new options for loyalty programs, which in the short term make a profit, which can be at least roughly estimate;• Existing in "Auto-Don" budget "loyalty" is from 200 to 500 rubles a month, it includes the cost of advertising, the budget for gifts, as well as the costs of correcting mistakes in the work of managers and master inspector. An increase in this budget in the company without serious justification is not provided.• The cost of errors in justifying more expensive part of the dealership is too high - the cost of a loyalty program at some point may well exceed the income from it. In this case, you must decide upon the closure of the program, which may adversely affect not only the financial performance of the company, but also its image component.As a result of this work the author proposes to supplement dealer loyalty program "Auto-Don" three new paragraphs:• Loyalty program "Together forever";• Night Service;• Increased activity on social networks, in particular the creation of new services, such as on the record not only is the company's website, but also through social networks.Management of "Auto-Don" is scheduled to consider the proposals for the introduction of the end of 2014.

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