Web-service promotion of SaaS service for mining design
Zarubina V. Zarubin M. Andreeva O. Akhmetov D. Gutnova E.
2021LLC CPC Business Perspectives
Innovative Marketing
2021#17Issue 449 - 61 pp.
The market of software for automating the processes of mining enterprises is represented by foreign solutions, which increases the dependence of Kazakhstani enterprises on third-party developers. The marketing strategy for promoting the domestic software product focus on conquering the market segment and increasing competitiveness. The study aims to develop a marketing strategy for promoting the national cloud service “3D-quarry” as a SaaS, taking into account the modern development of Kazakhstan and the globalization of the world’s economy. When writing the matrix of strategic analysis, an analysis of pricing models was used. The possibility of using various measures to promote the service was assessed. A marketing strategy for promoting software for subsoil use is proposed, including tactics of online and offline marketing. The choice of a pricing model for a SaaS product for specialized universities and small design organizations is substantiated. Within the SaaS framework, a set of indicators for evaluating the effectiveness of a marketing strategy is proposed. A comparative analysis of the payback period of the project when using different tariff plans is carried out. Planning horizon – 3 years, planned market share – 5%, conversion rate – 1%, expected payback period – 4.4 years. The developed pricing policy allows obtaining competitive advantages in comparison with the main representatives of the software market: in the segment of small design organizations – at the expense of an acceptable price, in the segment of educational institutions – at the expense of the freemium pricing model.
3D-quarry , Digitalization , Kazakhstan , Marketing strategy , Pricing , Promotion channels , SaaS , Subsoil use
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Faculty of Economics and Construction, Department of Economics and Management, Rudny Industrial Institute, Kazakhstan
Faculty of Energy and Information Systems, Department of Automation, Information Systems and Security, Rudny Industrial Institute, Kazakhstan
Department of Finance, Center for Strategic Studies of SocioEconomic Development of the South of Russia, Rostov State University of Economics, Russian Federation
Faculty of Economics, Department of Economics and Management, Kostanay Engineering and Economic University named after M. Dulatov, Kazakhstan
JSC “SSGPO”, Kazakhstan
Faculty of Economics and Construction
Faculty of Energy and Information Systems
Department of Finance
Faculty of Economics
JSC “SSGPO”
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