TRENDS IN THE ONLINE PROMOTION OF REGIONAL UMBRELLA BRANDS

E. A. Antineskul () and E. S. Kuznetsova ()

Business Strategies, 2021, vol. 9, issue 8

Abstract: This article examines the results of a study of trends in the Internet promotion of regional umbrella brands in order to test the hypothesis that the modern promotion of umbrella brand companies is concentrated on the Internet. Research objectives: to study the Internet promotion of companies under regional umbrella brands; to analyze the Internet promotion of local companies under the "Buy Perm" brand, as well as delivery services operating in the Perm Region. To solve the tasks set, the methods of comparative and monographic analysis, as well as the index method, content analysis and retail audit will be used in the work. The article highlighted trends in the development of umbrella brand websites, as well as considered some of the largest and most popular trading platforms on the Interne. The conditions of delivery and the convenience of such services as DeliveryClub, Sberbank, Yandex were analyzed. Food, Home delivery, Lamoda, Wildberries and Ozon. Based on this analysis, it can be concluded that many food delivery services do not deliver products to remote areas of Perm, which does not make it possible to cover the consumer territory as much as possible.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aci:journl:y:2021:id:765

DOI: 10.17747/2311-7184-2021-8-248-256

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