Loyalty Program for the Shaum Brand of Lab Industries: Marketing-mix

With each passing year, the competition in the market is becoming increasingly fierce. The growing number of products and marketplaces create informational noise for consumers, making it more challenging for brands to stand out and attract the attention of the audience. Loyalty programs have become an effective tool in this battle for attention and customer loyalty. A loyalty program has become an integral part of the marketing strategy in any niche, allowing brands to differentiate themselves, retain customers, and increase sales in the face of a growing choice of products and services. Considering modern marketing trends, implementing a loyalty program for the brand "Schauma" becomes a strategically important step. Research in this area has revealed that 70% of consumers tend to choose brands with loyalty programs, which can significantly enhance the company's competitiveness in the market. Furthermore, data analysis has shown that implementing a loyalty program leads to a 15-20% increase in average check and a 25-30% improvement in customer satisfaction. These figures indicate the significant potential of loyalty programs for business growth and enhancing customer relationships. The decision of the company "Schauma" to start communicating with consumers through a loyalty program is justified and relevant, considering the changing needs and expectations of modern consumers. This step will allow the brand to strengthen its position in the market and create strong connections with the target audience. Thus, the implementation of a loyalty program for the brand "Schauma" is not only strategically important but also a promising direction of development, contributing to strengthening the brand's position and improving customer relationships. The research goal is to develop an effective loyalty program for the brand Schauma, considering the optimization of the marketing mix to attract and retain customers. 1. Characterize the features of forming and the main components of the marketing mix in the context of a loyalty program for the brand Schauma. 2. Identify the transformation features of marketing mix elements in the digital environment and their applicability to the loyalty program for the brand Schauma. 3. Analyze and evaluate the current marketing mix of the Schauma brand, considering product and pricing aspects. 4. Formulate recommendations for the development of the Schauma brand's loyalty program, focusing on product and pricing aspects to increase customer satisfaction and loyalty to the brand. The theoretical and methodological base used to support the theoretical positions and justify the conclusions in the thesis includes scientific publications in the field of service marketing and digital marketing from Russian and international sources. The following methods were chosen for the research: systematic analysis, comparative analysis, generalization, content analysis, cluster analysis, as well as utilizing analyses of studies by other authors. In conclusion, it can be confidently stated that the developed loyalty program for the Schauma brand has significant potential for business development and forming a sustainable competitive advantage in the Russian market of hair care products. The main key point lies in ensuring a comprehensive and consistent approach to program implementation, involving all company departments, and maintaining a focus on customer needs at a strategic level. By adhering to these conditions, Schauma can become a leading brand, building valuable and long-term relationships with its customers. Therefore, implementing the developed loyalty program can be a key step towards strengthening Schauma's position in the market and creating a solid foundation for the brand's future development.