REPOSITIONING OF THE NATIONAL BRAND OF PUBLIC CATERING "TUBATAY" ON THE REPUBLIC OF TATARSTAN MARKET
During the globalization of all life aspects, the reverse process - the search for authenticity and belonging to a particular group, is becoming popular. A business based on maintaining cultural heritage wins special love not only among region residents, but also among tourists, being a trigger for exploring previously unknown traditions. Gastronomic and catering brands based on cultural and historical heritage play an important role in this process. This is a simple and pleasant way to get acquainted with the national specifics of the region. The above-mentioned issues will be considered on the example of the public catering brand "Tubatay", which has been successfully operating on the market of the Republic of Tatarstan for 5 years. The evolution of the "Tubatay" brand positioning is studied. The article describes the history of brand creation and development, as well as the reasons that caused the need to transform the positioning policy. The effectiveness of the new brand positioning policy "Tubatay" was evaluated - the assessment of compliance of the developed marketing complex with the new positioning policy based on the analysis of secondary internal information, analysis of trends in the development of the public catering market in the Republic and on the basis of a survey conducted among the main target groups of consumers of the "Tubatay" restaurant. In addition, the authors have developed ways to communicate with each of the target segments of the restaurant.
Keywords: repositioning, positioning, restaurant business, national brand, marketing complex. Highlights:
♦ the assessment of compliance of the restaurant "Tubatay" marketing complex with the new positioning policy and trends in the development of the public catering market of the Republic of Tatarstan was taken;
♦ a study of the perception of the new positioning policy of the restaurant "Tubatay" by the main target segments was conducted. As research methods, we selected a qualitative method - a survey (a sample of 288 respondents) and a quantitative method - an in-depth interview;
♦ the use of hybrid research methods (qualitative and quantitative methods, as well as analysis of secondary information) allowed us to form an objective evidence base for the effectiveness of the new policy of the "Tubatay" brand positioning;
♦ the hypothesis is proved on the use of cultural values and cultural heritage when forming the positioning policy of public catering brand helps institutions to take a worthy position on the regional market, to have a clearly formulated positioning attribute and thus to attract consumers.
Anastasia L. Beloborodova, Associate Professor of Marketing Department; Nadezhda A. Ilina, Graduate student - Institute of Management, Economics and Finance of Kazan (Volga region) Federal University.