Open AccessOn the issue of the construction products brands’ promoti
Author(s) -
Roksana Khan,
V V Surkov,
Olga Druzhba,
Kseniya Druzhba
Publication year - 2020
Publication title -
iop conference series. materials science and engineering
Language(s) - English
Resource type - Journals
eISSN - 1757-899X
pISSN - 1757-8981
DOI - 10.1088/1757-899x/913/5/052018
Subject(s) - competition (biology) , marketing , business , production (economics) , supply and demand , element (criminal law) , marketing mix , construction industry , marketing strategy , market economy , economics , engineering , political science , ecology , biology , construction engineering , law , macroeconomics , microeconomics
For a number of reasons, the domestic construction industry has traditionally been characterized by a conservative attitude to such means of influencing the market as marketing in general and branding in particular. The excess of demand over supply, observed in the Russian housing market for a long time, allowed the construction companies to consider marketing as an unnecessary, unproductive element of market activity. However, the active growth in production volumes that took place in the field of housing over the past 20 years has led to a significant intensification of competition between the construction companies, contributed to the increased demands from the consumers, and, as a result, forced many construction companies to reconsider their old attitude to marketing. To date, almost every major construction company operating in the housing market is already actively using certain marketing tools. Branding was no exception in this series either. Creating and promoting brands of construction companies and residential complexes has become a daily practice. A review of the current situation, problems and prospects in this area are the objectives of this article.