Loyalty Program for the SYOSS Brand of LAB Industries: Development of Budget and KPI System

Student: Georgiy Golovatskiy

Educational Programme: Marketing Management (Master)

Final Grade: 7

Year of Graduation: 2024

This thesis examines the development of a comprehensive marketing budget and Key Performance Indicator (KPI) system for the promotion of the «Сьёсс» brand through a loyalty program. Theoretical approaches to budgeting and performance evaluation are explored, focusing on strategic resource allocation and metric selection. Practical application involves crafting a budget and KPI system, aligning financial resources with strategic objectives, and selecting metrics to assess program effectiveness. The culmination is the development of a loyalty program tailored to the brand's needs, aiming to enhance customer retention, drive repeat purchases, and foster long-term brand loyalty. Through meticulous planning, strategic implementation, and data-driven decision-making, the thesis provides a roadmap for effective budget management and performance evaluation in marketing.

Full text (added May 15, 2024)

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