Features of Loyalty Program Development in FMCG on the Example of FA Brand of LAB Industries

Abstract of the final qualifying work of Deryabina Elizaveta Dmitrievna, on the topic: "Features of the development of loyalty programs in FMCG on the example of the brand "Fa" of LAB Industries." In the current economic situation in the country, when the market for goods and services is oversaturated, competition among manufacturers and sellers is regularly increasing. To survive in such conditions, companies need to look for new ways to attract new and retain existing customers. One of these methods is the development and implementation of loyalty programs. A well-designed loyalty program helps companies establish long-term relationships with customers, which, in turn, contributes to increased sales and overall profits of the company. The work consists of an introduction, three chapters, a conclusion and a list of references. The first chapter, "Theoretical approaches to the development of loyalty programs," reveals the concept and role of loyalty programs in the marketing activities of companies, as well as examines the main types and mechanics of loyalty programs with examples from Russian and foreign experience. The second chapter, "Analysis of the position of LAB Industries and the Fa brand in the Russian market of beauty and health products," provides a general description of the company and the products of the Fa brand, as well as the basics of the company's positioning. The third chapter, "Conducting research on the preferences of the target audience and developing a loyalty program for the Fa brand," identifies the target audience of the brand by working with quantitative and qualitative data, describes the research methodology and the results obtained during the analysis. In conclusion, the results of the research conducted within the framework of the final qualification work are summarized, conclusions and proposals of a theoretical and practical nature are formulated. The sources of the research are Russian and foreign thematic electronic resources, books and scientific articles.