Diploma Project
«SET OF MEASURES TO LAUNCH A NEW
TRADEMARK TO THE MARKET»
Student Oleg Draganchuk
Relevance of chosen subject: traditionally, companies
compete on the market in matters of price, service and quality. However,
in times of crisis to keep customers only with elements mentioned
above is getting harder. Today, prerequisite for stable position on the
market, as a factor of competitiveness are trademarks.
Purpose of diploma research:
to investigate the aspect of
office paper market in Ukraine, to improve and propose measures for the
launch of the new TM «Magistr».
Tasks:
- To analyze office paper market in Ukraine;
-To analyze marketing environment and level of competitiveness of
LLC TG «Interpap»;
- To cary out practical analysis of marketing strategy in order to
promote new TM «Magistr»;
- To identify the problems and prospects of a new TM «Magistr»;
- To develop measures to market a new brand of office paper.
Object of the research:
a new own brand of office paper under
trademark «Magistr».
Subject of the research: launch of a new brand of office paper
«Magistr».
Design of TM «Magistr»
Results and conclusions :
A series of measures to promote the new brand was
developed. Promotion budget was calculated.
Practical significance:
Marketing implementation the results of the events
described above is expected to:
- increase the market share of office paper;
- attract new customers;
- increase sales;
- improve the image of TG LLC "Interpap";
- meliorate competitive position.
Average consumption
Average consumption of office paper
A4/A3 in Ukraine per person per year, kg
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
0,9
0,9
1,16
1,33
1,48
1,68
1,64
1,53
1,8
1,9
1,8
Distribution of office paper between the
major operators
Results of SWOT – analisys
Company needs to strengthen its market position through:
 expanding the range of products;
 entering new markets;
 increasing in sales including for public funds;
 marketing their own brands.
By using this strategy, LLC TG "Interpap" will be able to
increase its market share and gain new advantages over the
competitors.
Recommendations
- promote sales at point of sale, orient it to end
consumers;
- carry out joint actions and campaigns with dealers;
- expand the range of products including their own
brands;
- strengthen relationships with customers.
Thank You for Your Attention!