INCREASE OF EFFICIENCY OF FOREIGN ECONOMIC ACTIVITY OF ENTERPRISES ON THE BASIS OF BRANDING

INCREASE OF EFFICIENCY OF FOREIGN INCREASE OF EFFICIENCY OF FOREIGN ECONOMIC ACTIVITY OF ENTERPRISES ECONOMIC ACTIVITY OF ENTERPRISES

ON THE BASIS OF BRANDINGON THE BASIS OF BRANDING

Maryna KazakovaScientific supervision by Yu.Yu.Khvatov

ALFRED NOBEL UNIVERSITY, DNIPROPETROVSK

DEPARTMENT OF INTERNATIONAL ECONOMY AND ECONOMIC THEORY

OUTLINEOUTLINE

1. The theoretical and methodological basis and world experience in the use of trademarks.

2. The role of trademarks in the foreign economic activity of an enterprise.

3. Ways of improving trademark management in the foreign economic activity of the enterprise on the basis of branding.

Subject, Object, Objective and Tasks of ResearchSubject, Object, Objective and Tasks of Research

The subject of the study is the features of brands in international business.

The object of the study is the role of brand in foreing economic activity.

The objective of the present study is to improve the efficiency of foreign economic activity on the basis of branding.

To fulfill the objectives of the study the following tasks have been set and solved: to research the theoretical perspective on the categories of "brand name" and "brand"; to study foreign experience of developing and operating brands; to define the features of trademark management under the conditions of economic activity; to provide some general organizational and economic characteristics of the enterprise; to analyze the range of products that the company exports to foreign markets; to assess the impact of the brand on the export activities of the company; to consider measures to improve the brand management system in foreign companies; to assess cost-effectiveness of the branding measures for the improvement of the

business’s foreign economic activity.

Trademarks of Six Transnational Corporations Trademarks of Six Transnational Corporations in 67 Countriesin 67 Countries

Corporation The total number of trademarks

Brands that exist in 50 countries of the

world(%)

Local brands (only in one

country)(%)

Colgate 163 6 (4%) 59 (36%)

Kraft GF 238 6 (3%) 104 (44%)

Nestle 560 19 (4%) 250 (45%)

P&G 217 18 (8%) 80 (37%)

Quaker 143 2 (1%) 55 (38%)

Unilever 471 17 (4%) 236 (50%)

Total 1,792

Organizational Structure of JSC ObolonOrganizational Structure of JSC Obolon

JSC Obolon

Plant in Alexandria, Kirovograd region

The malting plant in Chemerovtsi, Khmelnitsk

region

Pyvovarnia Zyberta, subsidiary in Fastov, Kyiv region

Krasylivske, subsidiary in Khmelnytsk region

Obolon Agro Ltd

Agrofirma named after V.D. Slobodyan, LLC

Sevastopol pivobezalkogolnyi zavod

Ltd

JSC Bershad pyvcombinat

JSC Akhtyrka pyvovarnyi zavod

JSC Dyatkivtsi, in Coloma, Ivano-Frankivsk

region

JSC Rokytnov sklianyi zavod, Rivne region

Structure of Export Supplies of JSC Structure of Export Supplies of JSC Obolon, 2010-2012Obolon, 2010-2012

CIS Russia Far Abroad

Trends in the consumption of beer production in 2013 (Belgorod and Voronezh region)

The level and dynamics of beer consumption

Assessment of purchase direction dynamics of brand loyalty

Dynamics of the index of brand promotion efficiency

Index of competitive potential of the brand

Share of HoReCa in the Structure of Sales of TM Share of HoReCa in the Structure of Sales of TM Obolon Beer in Russia, %Obolon Beer in Russia, %

Budget of Bar Tender Campaign and BAR - Budget of Bar Tender Campaign and BAR - TEAM Motivational Program TEAM Motivational Program

Components of the budget Amount, UAH

Making corrections in software and website design http://www.obolon.ua/ 268619

Information support 134309

Recruitment costs 174602

Scratch cards 83943

Stickers 100732

Creating and updating the database 181318

Gift certificates for participants 2383992

Other expenses 30220

Total 3357735

Forecasted Performance of Bar Forecasted Performance of Bar TenderTender

The number of HoReCa points

The number of Obolon Premium kegs per point

Thank you for your attention!Thank you for your attention!