Loyalty Program for the SYOSS Brand of the LAB Industries: Analysis of the Internal Environment

The development of competitive marketing tools is one of the key priorities of modern companies selling care cosmetics. The development and implementation of a loyalty system is an integral part of building an effective marketing strategy to attract and further retain customers. The most important factor of loyalty is the customer's commitment to a particular brand, i.e. a loyal consumer is much less likely to choose another manufacturer, and more likely to prefer to purchase products of the chosen brand. According to the structure of the loyalty program, they differ in their content and the type of tools used, in the type of rewards, in the channels of attraction and retention, in the strategy of implementation in the marketing plan and other parameters. Such an extensive list of variations is used by companies in order to adapt the loyalty system to their needs and capabilities: the availability and accessibility of internal resources, the potential for active marketing competition and the individualization of promotional strategies for key brands. Before starting to create a loyalty program, it is necessary to analyze the company's readiness to create it. The use of such internal analysis tools as SWOT, TOWS, McKinsey's 7S framework, Balanced Scorecard analysis, SNW analysis and others allows an organization to fully explore its capabilities and development prospects. The above-mentioned analytical models assist to highlight weaknesses and strengths, give a rational assessment of available resources and reveal their capabilities, and finally, find the prospect of developing competitive advantages and the key to creating a unique value proposition. A study of the internal FMCG environment of Lab Industries confirmed the thesis that the organization has the necessary resources to create a loyalty program for the "СЪЕСС" brand, even despite the complete cessation of investments from abroad and the transfer of management to new owners. Among the key marketing resources owned by the brand, it is worth highlighting the presence of its own CRM system and community on the VK social network, the further use of which is necessary for the full implementation of the loyalty program. To date, the "СЪЕСС" brand loyalty program is just beginning its development. At this stage, the program mainly uses a contest format, which has a greater impact on the growth of short-term sales and serves as a resource for replenishing customer data in the company's CRM system, rather than affecting the development of long-term brand commitment. As part of improving and supplementing the tools of the loyalty program, it is recommended to take the following actions: ● Create and maintain a point-based accumulation system at the most key distribution points; ● Start actively publishing informational, educational and motivating content to participate in the discussion in the official VK group, create a “brand community”; ● Use the push, email and SMS mailing system to target value and loyal offers to various customer segments. The above actions are aimed at developing loyalty, moreover, their implementation should be directly linked to each other, which will enhance the effectiveness of each tool and increase the reach of the target audience. Creating a loyalty program is a time-consuming process that, thanks to proper strategic planning and the use of marketing resources, can become one of the key tools for attracting and retaining customers.