Artem Dolzhenko

MO-09

TRADEMARK MANAGEMENT

SYSTEM AND WAYS OF ITS

IMPROVEMENT

Topicality of the Theme

Companies with the developed trademark have significant advantages over other economic enterprises on the market.

Using a well-known trademark (brand) provides a number of competitive advantages:

•A company can charge higher prices compared to its competitors.

•Simplicity of implementing a brand expansion strategy due to high trust of consumers.

•Strengthening corporate image.

•Simplification of launching new products on the market.

Tasks and Purpose of the Diploma Work

•The purpose of the diploma research is to study the

Synteth company and a strategy of its brand promotion.

•According to the purpose the task to create and improve

new ways of company brand promotion has been set in

the diploma project.

Theoretical Part

The theoretical part of the study deals with:

•The concept of brand and its promotion.

•Different brand management approaches and ways

of their advancement.

•Problems which arise in promoting brands.

Analytical Part

In the diploma work there have been analyzed:

•company characteristics;

•brands of the enterprise and approaches to

managing them;

•problems related to the promotion of brands of

Synteth Ltd.

Characteristics of the Company

The Synteth company is a representative of the medium-sized businesses in Ukraine. It has been supplying high-quality health products for gynecology throughout all regions of Ukraine for more than 10 years. Synteth has proved itself to be a reliable supplier.

The company employs more than 50 people.

There are more than 300 kinds of different products in the price list of the company.

Sinteth is the owner of five trademarks: «Clever girl®», «Yunona-Bio-T ®», «Yunona®», «Babycheck®» and «Corelax»TM.

SWOT-analysisStrengths Weaknesses

• unique products on the market• low cost products• a team of professionals, corporate

culture of the company• fast processing of orders

• lack of personnel with medical qualifications

• a small amount of current assets

• a poorly designed website of the company

Opportunities Threats

• good market potential of the Ukrainian market

• a bad economic situation which can filter out weaker competitors

• a high birth rate

• unstable exchange rates• the difficulty to compete with

large companies• a bad political situation• competitors that have superior

access to channels of distribution

The Results of the Company’s Activity Analysis

Sinteth is the owner of five trademarks which give it serious advantages:

•Enhancing Product Recognition.

•Helping to Build Brand Loyalty.

•Building Brand Equity.

• Successful brand-building helps profitability by “adding values” that customers are prepared to pay for.

• Strong brands inspire customer loyalty leading to repeat sales and word-of-mouth recommendation.

Problems Related to Promotion of the Company Brands

•Obsolete design of packaging which does not attract potential customers.

•Enterprise trademarks which occupy not more than 10 percent of the Ukrainian pharmacy market.

•Caring for short-term profits rather than long-term gains.

•Clear division of responsibilities between a sales manager and a brand manager.

•Lack of experienced brand management on the market.

Recommendations on Trademark Improvement

•Develop a new packaging design.

•Develop an information concept and convey it to the

consumer.

•Determine and comply with the company branding strategy.

•Share the responsibility of a brand manager and a sales

manager.

•Enhance brand product recognition.

•Cooperate with the consulting agency.

Suggestions for the Further Development of the Company

•Management of the company should be engaged in strategic business development rather than routine work.

•The company should support and strengthen its reputation as a reliable product provider of the highest quality.

•The company has to develop progressive organizational and technical methods to improve the efficiency of its products and service delivery.

CONCLUSION• Bad political situation and military operations in the east of Ukraine

have negative influence on organization and all Ukraine in general.

• Due to the exchange rate of the dollar, the company has to raise prices for products. It can reduce the number of existing customers.

• There are positive aspects for the business. We can see increasing the birth rate over the last 5 years which is directly related to the number of company clients.

• European business observers predict future expansion of business and investment in the Ukrainian pharmaceutical market because it is not even 40% filled compared with the capacity of markets in Western Europe.

• Therefore, if the company follows further development of its capacity and enlarges supply of goods, it is expected to get prosperity and evolution in a new form in a few years when the crisis time is over.

Thank you for your attention