Digital marketing and ways of increasing the brand awareness of a Russian textile company

Alina Ivanova

Bachelor's thesis

Abstract:

The main aim of the bachelor thesis is to identify the way how the integration of digital advertising and related techniques can contribute to the development and growth of a small Russian firm specifying in the production of textile. The bachelor thesis reaches the main goal described earlier by splitting the thesis into two parts - theoretical and practical. The theoretical part is based on the study of secondary sources. The empirical part is compiled on the basis of outputs from quantitative/qualitative research. In the empirical part, a digital marketing strategy is developed and implemented in the chosen company. As a result, the thesis reaches the following set of accomplishments: net profit of Basson textile increased by 30%; number of customers increased; accordingly, the strategy had a tremendous positive effect on the company performance; brand awareness of Basson was significantly increased among locals, but targeting cities in the vicinity of Bratsk was not so fruitful.

Keywords

digital advertising, textile, growth

Language used: English

Date on which the thesis was submitted / produced: 18. 3. 2023

Thesis defence

• Date of defence: 21. 5. 2024
• Supervisor: Ing. Kristýna Kučírková, MSc
• Reader: Martina Jarkovská, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme:
Business Administration