Маркетинг (Студенти)

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MARKETING STRATEGIES OF LUXURY BRANDS: ANALYSIS AND DEVELOPMENT OF AN EFFECTIVE PROMOTION SYSTEM
(2025) Kushch Oleksandr
This bachelor’s thesis explores the theoretical and methodological foundations of marketing strategies in the luxury segment, focusing on the development of an effective promotion system for high-end brands. The research includes a comprehensive analysis of the marketing activities of the Ukrainian brand Guzema Fine Jewelry, using both qualitative and quantitative research methods. In particular, a SWOT and PESTLE analysis was conducted, along with target audience segmentation to identify key influence points for communication and brand positioning. Based on a benchmarking analysis of leading global luxury brands, the thesis offers recommendations for adapting best international practices to the specifics of the Ukrainian market. The proposed solutions include increasing brand awareness, enhancing emotional communication, and integrating corporate social responsibility into the brand’s positioning strategy. Practical recommendations are provided for improving Guzema’s marketing approach to strengthen its competitiveness in both local and international markets.