Development and Launch of a New Product on the Theater Market

Student: Domrachev Andrey

Supervisor:

Faculty: Faculty of Management

Educational Programme: Business Administration (Bachelor)

Year of Graduation: 2024

In today's world, theater continues to evolve in the form of immersive theater products such as audio plays, but insufficient development of strategies to create and promote audio plays reduces their competitiveness in the cultural market, due to the high costs of developing special projects. In this study, an audio play development framework is created based on the analysis of sales data, expert interviews and competitive analysis for the audio play “Location” taking place in Perm since 2019. The effectiveness of the developed framework was proved, the use of which improved the product and marketing characteristics of the audio performance, increasing net profit. The implementation of the framework will allow theaters to increase the competitiveness of audio plays, expand the audience and adapt to modern media trends.

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