Loyalty Program for the Shaum brand of Lab Industries: Budget Development and KPI System

Student: Pashnin Vyacheslav

Educational Programme: Marketing Management (Master)

Year of Graduation: 2024

The purpose of this work is to develop a marketing budget and a system for evaluating the effectiveness and marketing metrics for a loyalty program and bringing a new product to market for the Shaum brand of Lab Industries The objectives of this work: 1) Study of the theoretical foundations of budgeting in business and marketing budget; 2) Study of the theoretical foundations of performance assessment systems and marketing metrics; 3) Drawing up a marketing budget for the loyalty program and the new product of the Schaum brand; 4) Development of a marketing metrics system and a KPI system for the loyalty program and the new product of the Schaum brand. The object of research of this work is marketing metrics systems and methods of making marketing budgets. The subject of this research is a system of marketing metrics and a marketing budget for the loyalty program and the launch of a new product of the Schaum brand. The result of the research from this work will be a developed marketing budget and an efficiency assessment system

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