IMPROVING THE PRODUCT PROMOTION COMPLEX TRADE
DEALER OF THE LLC “TRADEINS.RU”
Evgeniya Yazovskikh
Oksana Yatsenko
DOI: https://doi.org/10.31410/limen.2018.455
4th International Scientific – Business Conference LIMEN 2018 – Leadership & Management: Integrated Politics of Research and Innovations, Belgrade – Serbia, December 13, 2018, CONFERENCE PROCEEDINGS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; Faculty of Engineering Management – Belgrade, Serbia; Modern Business School – Belgrade, Serbia; Faculty of Business and Management Sciences – Novo Mesto, Slovenia; Faculty of Business Management and Informatics – Novo Mesto, Slovenia; Business Academy Smilevski – BAS, Skopje, Macedonia; BAS Institute of Management, Bitola, Macedonia, ISBN 978-86-80194-15-8
promotion are constantly changing. There are new forms of providing services on the Internet,
such as SaaS (software as a service), requiring a suitable promotion package and implementing
an integrated approach to use the existing promotion tools.
Ph. Kotler noted that the role of promotion lies in establishing communications by consumers.
The Internet allows to implement a multi-directional communicative model enabling sellers and
consumers to interact in such a way that the latter themselves become suppliers of the
information about themselves and their needs.
A Russian company “Tradeins.ru” developing and supplying its software product TradeDealer
to the auto market is not a leader, but it strives to keep the existing market share, increase it,
as well as its competitiveness.
The advantages of the TradeDealer product include: constant upgrading the product software
part, using modern technologies, supporting customers all day free, customizing the design or
product software code to the client’s specific needs. The company’s products do not depend on
customers’ computing power due to cloud calculations on their own servers. Besides, SaaS
enables to reduce costs on advertising, exhibiting and maintaining media relations.
Having studied the peculiarities of SaaS products promotion, analyzed marketing activities of
the company “Tradeins.ru”, consumers and competitors, one could point out the necessity of
improving the product promotion complex TradeDealer and choosing the proper promotion
tools.
Practical recommendations to LLC “Tradeins.ru” result in forming a new promotion complex,
enabling the company promote its product effectively, getting a good market position,
increasing company’s competitiveness and profits in terms of high environmental turbulence.
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