The Strategy of Entering an Online Cinema into a New Market: Development of Strategic Marketing Solutions

This dissertation was written with the aim of creating a marketing strategy to promote an online cinema that provides access to Russian films in Kazakhstan, attracting an audience interested in this content. In addition, it is important for the brand to become a leader in the Kazakh market by offering an online cinema with the ability to view local projects in Kazakh through dubbing or using Kazakh subtitles. This dissertation analyzes the case of the online cinema Unico Play, which sets itself the initial task of entering the market of Kazakhstan, and later, the international market. The relevance of the work lies in the fact that in the context of the fast-growing and highly competitive online cinema market in Kazakhstan, a thorough study of key performance indicators (KPIs) and budgeting for the Unico Play online cinema in the master's thesis is critically important in order to competently focus on solving business problems, optimize financial resources, adapt to market trends, possess an advantage over competitors. The purpose of writing a master's thesis is to develop strategic marketing solutions for entering the Unico Play online cinema market in Kazakhstan and international markets. To achieve the goal of the work, it is necessary to implement the following tasks: analyze the concept of "marketing strategy" and determine its types; describe the steps to implement a marketing strategy; to conduct a study of a new market and consumers in the territory of Kazakhstan; generate an STP for the product being launched; evaluation of the effectiveness of the proposed measures. The object of the research is strategic marketing solutions for the promotion of the online cinema Unico Play on the market of Kazakhstan. The subject of the research is the marketing strategy of the online cinema Unico Play when entering the market of Kazakhstan.