Translation. Region: Russian Federal
Source: Peter the Great St Petersburg Polytechnic University – Peter the Great St Petersburg Polytechnic University –
The Higher School of Service and Trade (HSST) of the Institute of Industrial Management, Economics and Trade of SPbPU successfully defended the final qualification works of bachelors. The event became a key stage in the implementation of a large-scale joint research grant with the partner Indonesian University of Gunadarma.
Students of the Higher School of Social Sciences of the Institute of Mathematics, Economics and Telecommunications of St. Petersburg Polytechnic University Anastasia Pakhaturidi and Yulia Mavlyutova presented the results of their research carried out within the framework of the project “Cross-cultural research and promotion of smart agribusiness of growing marigolds based on digital marketing (a joint project of Indonesia and Russia)”. Both defenses were rated excellent.
The aim of the project is to study the potential of smart agribusiness and digital marketing in the flower industry, specifically focusing on marigolds, which have high economic importance for the cosmetic, pharmaceutical and food industries. The project is unique in its cross-cultural approach, synchronizing the agribusiness models of Russia (temperate climate, EAEU) and Indonesia (tropical climate, ASEAN) through the prism of digitalization.
Anastasia Pakhaturidi (supervisor — PhD in Economics, Associate Professor Nelli Kozlova) and Yulia Mavlyutova (supervisor — Doctor of Economics, Professor Svetlana Bozhuk) developed a strategy for promoting the project in the Indonesian and ASEAN markets using digital marketing tools. Optimal promotion channels for the B2B and B2C segments were identified, their specifics were described, and recommendations on content were given. An in-depth analysis of the Russian flower market and marketing tools for promoting marigolds was also conducted, including the development of a brand concept and a content plan for the VKontakte social network.
Working on the GUT Marigold project was not easy, but it left only pleasant impressions! The most interesting thing for me was studying consumers, since even at the initial stage it became clear how much the buyer in Asia differs from the Russian one I am used to. This expanded my worldview and gave me knowledge that I hope to apply in my profession in the future. I am grateful to my scientific supervisor Nelli Anatolyevna Kozlova for the opportunity, competent and qualified guidance and support, – shared Anastasia Pakhaturidi.
The research project will continue next year.
Yulia Mavlyutova noted: It was interesting to work on a part of a real project and feel my contribution to the common cause. Most of all I liked creating the concept of a new flower brand and making a content plan. I am very glad that I had the opportunity to work with Svetlana Bozhuk. She very competently guided me along the way and also gave very good advice.
This initiative not only has high scientific and practical value in the field of digital marketing and smart agriculture, but also strengthens the position of St. Petersburg as a center of innovation and international cooperation. The project opens up new opportunities for St. Petersburg enterprises in the agricultural sector and promotes the development of international programs in the field of agrobiotechnology and digital marketing in the city’s scientific and educational institutions, fully consistent with its strategic development goals until 2035.
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