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Consumer Research to Revitalize a Russian Brand Public

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Mikromashina is a small appliance manufacturing company located in Moscow, Russia, that experienced stagnant growth in the past years. To build its business, Mikromashina needs to increase its brand awareness and develop brand equity. In order to do this, Mikromashina needs to implement short-term and long-term strategies that involve push and pull marketing strategies. Having conducted consumer research via surveys, focus groups and interviews, our team made recommendations for Mikromashina to expand its channels of distribution, customer network and engage in brand building in order to become a more successful company in the face of fierce competition.

  • This report represents the work of one or more WPI undergraduate students submitted to the faculty as evidence of completion of a degree requirement. WPI routinely publishes these reports on its website without editorial or peer review.
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  • E-project-102813-023757
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Year
  • 2013
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Date created
  • 2013-10-28
Location
  • Moscow
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