Formation of BTL-communications Programme of Dairy Products Brand in Network Retail on the Example of "Ecomilk"

Student: Muchaeva E`lita

Supervisor: Irina Skorobogatykh

Educational Programme: Retail Management (Master)

Year of Graduation: 2024

The dissertation examines the formation of a BTL communications program for a dairy product brand in online retail using the example of the Ekomilk company. The purpose of the work is to develop an effective BTL promotion strategy for promoting the company's dairy products. This research work consists of an introduction, three chapters and a conclusion. The first chapter examines the theoretical foundations of BTL communications, as well as the role of BTL in the promotion of dairy products and market analysis of this industry in the network business. The second chapter describes the company's market position and is based on a study of dairy product consumer preferences. In the third chapter, a BTL strategy is formed for the Ekomilk brand, BTL promotions are organized in the retail business and their effectiveness in promoting the company’s products is assessed. The results are used to develop practical recommendations for the formation and implementation of BTL strategies for companies selling dairy products through online retail. The data obtained and the developed methodology for creating a program can be useful for marketers involved in the promotion of dairy products in the FMCG segment.

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