Enhancement of "Beesender" Brand Awareness in the Russian Federation

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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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.