Research problem: Beesender is a process-driven communication platform that just entered the Russian market. At the moment, there is a diversity of different brands presented in the Russian software industry, but no one from the competitors has a similar product as a Beesender, which serves the same customer needs. Customers used to trust companies that well established rather than try something new. The aim of the thesis is to identify the best ways that would help to enhance brand awareness among potential Russian customers for 2018.
Research objectives: 1. To conduct an internal and external analysis of the CRM Project company and its product Beesender in the Russian market. 2. To conduct quantitative research for the understanding of the most relevant existing problems that Beesender faces among potential customers in the Russian market. 3. To provide the managerial solutions of how to enhance brand awareness of Beesender brand in Russian Federation.
Research results: After the research finding was analyzed, managerial solutions have been provided for brand awareness enhancement of “Beesender” in the Russian market.
Table of Contents
1. Introduction
2. Situation Analysis
2.1 Internal Analysis
2.1.1 Marketing Mix: 4 P’s
2.2 External Analysis
2.2.1 PESTEL Analysis
2.2.2 Market Segmentation and Customer Analysis.
2.2.3 Competitor’s Analysis.
2.2.4 SWOT Analysis
2.3 Theoretical framework
3. Empirical research
3.1 Research aim and objectives
3.2 Research theoretical framework
3.3 Research method and data collection method
3.4 Research samples and sampling procedure
3.5 Research instruments explanation
3.6 Data analysis methods
4. Managerial solutions
5. Conclusion
6. Bibliography
7. Appendices
Research Objectives and Themes
The primary aim of this thesis is to identify and establish an effective brand awareness enhancement plan for the "Beesender" communication platform to attract potential customers within the Russian Federation throughout 2018. The research investigates the specific market challenges faced by a new software entrant in a competitive B2B landscape and seeks to provide actionable managerial solutions based on empirical data.
- Internal and external environment analysis of CRM Project company.
- Evaluation of customer perceptions and brand recognition in the Russian market.
- Development of a comprehensive marketing and brand-building action plan.
- Integration of omnichannel communication and chatbot technology strategies.
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Introduction
Relevance of the topic. In today's competitive Business-to-Business (B2B) environments, the creation of brand awareness is an essential goal for every company to achieve (Homburg, Klarmann, & Schmitt, 2010, p.201). Developing strong brand awareness is a great challenge, especially for start-up companies. The lack of necessary market power and high dependence on customer base make it even more challenging for start-up companies to reach their target audience in an already crowded market (Stokes, 2006, p. 327).
Nowadays, innovation and creativity are not the only elements that help to stand out and differentiate the brand in the competitive market. Macdonald and Sharp (2000, p.5) showed in their study that brand awareness is essential in providing information to the customers to decide between alternatives. Another study showed that brand awareness is a common factor for customers when selecting between brands (Severi & Ling, 2012, p.126). Therefore, awareness of a brand is a necessary aspect to be considered by firms. It drives customer's decisions when differentiating between competing companies.
CRM Project Company Ltd. is one of the leading companies in automating complex business processes in Central Europe and Baltic region. Being one of the market leaders, CRM Project Company has introduced process-driven communication platform, which is called Beesender. Beesender helps customers to integrate communications with business processes. At the moment, Beesender has a relatively low awareness among people. It is the first major product of the company, which is relatively new in the software market. That's why for CRM Project it is very important to generate interest in their brand. Research by Percy, Pervan, and Rosenbaum-Elliott (2015) supports that brand awareness is important for all brands, but especially for new products. They stated, “If people are not aware of the new brand, there is almost no possibility they will try it” (Pervan & Rosenbaum-Elliott, 2015).
Summary of Chapters
Introduction: Outlines the relevance of brand awareness in B2B environments and introduces the Beesender product and its market challenges.
Situation Analysis: Provides a deep dive into the company's internal marketing mix and evaluates external market factors using PESTEL, Porter’s Five Forces, and SWOT models.
Theoretical framework: Discusses key concepts of brand awareness, branding, and relevant academic research supporting the study.
Empirical research: Details the quantitative data collection process, including the survey methodology and explanation of research instruments used to analyze customer behavior.
Managerial solutions: Proposes specific, actionable strategies for enhancing brand awareness, including email signatures, new slogans, social media presence, and the creation of an educational "Chatbot Academy".
Conclusion: Synthesizes the main findings and final recommendations regarding the branding strategy for the Russian market.
Keywords
Chatbots, omnichannel communications, brand awareness, brand recall, brand recognition, B2B, CRM, marketing strategy, Russian Federation, digital marketing, start-up, software industry, customer acquisition, consumer behavior, branding.
Frequently Asked Questions
What is the fundamental focus of this thesis?
The thesis focuses on strategies to enhance brand awareness for the "Beesender" software platform as it enters the competitive Russian B2B market.
What are the primary thematic areas explored?
The core themes include internal and external environment analysis, the application of branding theories in new ventures, quantitative analysis of customer perception, and the development of cost-effective managerial marketing solutions.
What is the main objective or research question?
The objective is to identify the most effective methods to enhance brand awareness of the Beesender brand among potential Russian customers in 2018.
Which scientific methodology is utilized?
The research employs descriptive, quantitative methodology through a questionnaire-based survey involving 95 respondents from B2B companies in Russia.
What aspects are covered in the main body?
The main body covers a comprehensive situation analysis (including PESTEL and SWOT), theoretical grounding in branding, empirical findings from the survey, and specific managerial proposals.
Which keywords best characterize this study?
Key terms include Chatbots, omnichannel communications, brand awareness, brand recall, and brand recognition.
How does Beesender intend to differentiate itself from established competitors?
Beesender differentiates through a unique built-in chatbot designer that requires no coding, coupled with an integrated omnichannel approach for business process automation.
Why is the Russian market considered challenging for this new product?
The market is dominated by well-established companies, and potential customers tend to favor existing, trusted brands over new, unproven start-up solutions.
What role does the proposed "Beesender Chatbot Academy" play?
It acts as an educational portal designed to build trust, establish the company as a thought leader in the field, and increase customer awareness through freemium content and certification.
- Citar trabajo
- Katsiaryna Chayeuskaya (Autor), 2018, Enhancement of "Beesender" Brand Awareness in the Russian Federation, Múnich, GRIN Verlag, https://www.grin.com/document/428600
