Development of a Digital Promotion Strategy to Enter the Russian Market for the "Neoceramica" Company

Over the past year, there have been many changes in the Russian market, which have created new opportunities for business development. In this work, the Russian plumbing market will be analyzed, the features of entering the Russian market will be considered, and a digital promotion strategy will be built for foreign distributors to enter this market using the example of the Kazakh company “Neoceramica”. The business model of this company will also be examined in detail and its marketing strategy will be analyzed. Particular attention will be paid to the importance of using a digital promotion strategy in the Russian market, key digital marketing tools will be reviewed and their effectiveness of use for certain consumer groups will be assessed. This research paper will present an empirical study of the purchasing habits of Russian consumers and will identify the main channels through which they search for and buy plumbing fixtures in Russia. The result of the work will be practical recommendations for building an effective digital promotion strategy, thanks to which the Neoceramica company will be able to successfully enter the Russian market and increase its recognition among buyers.