Household Chemicals Brand Strategy Development Of The Company X in the Russian Market

According to a Nielsen report, the household chemicals market showed an increase in sales in monetary terms at the beginning of 2022. This was due to the announcements of major foreign brands about their withdrawal from the Russian market. However, after a rapid increase in sales, there was a decrease in monetary and in kind terms. This dynamic is due to several factors, including the effect of future purchases, a decrease in the number of promotional offers and an increase in prices for scarce foreign brands. As a result of market changes, 47% of Russians began to buy Russian-made non-food products more often, and 65% of customers noted that they fully prefer domestic brand products in stores. The purpose of this work is to develop a comprehensive brand strategy for household chemicals to increase brand awareness and increase the brand's market share. First of all, relevant literature on branding topics was analyzed to get an idea of the specifics of brand strategy development. A mixed study was also conducted, in which the qualitative part was of paramount importance, and a quantitative study is necessary to support the results of a small sample for the entire general population. The objectives of the study were to study the sites for the purchase of household chemicals, important characteristics when choosing household chemicals, etc. Statistical data analysis models were used to interpret quantitative data: factorial – to identify groups of factors influencing the purchase decision, cluster – to identify homogeneous groups of consumers based on a set of similar consumption patterns, the importance of attributes, and so on. The result of the work done is the comprehensive development of a strategy for one brand from the portfolio, which consists in describing the target segment, analyzing competing brands, creating a positioning idea, offering a product strategy, defining a sales strategy, and forming an approach to communication with consumers