Abstract:

The article presents marketing justification of a project on introducing the innovative information product MedKid to the market intended for use by medical staff of Tomsk preschool childcare institutions. The article includes results of complex marketing research: elements of market analysis and its segmentation; study of microenvironments’ development trends; study of consumer needs on the basis of source information collected via expert interviewing; analysis of competitive conditions in the field on the basis of M. Porter’s techniques and definition of a future product competitiveness; identification of strengths and weaknesses of  a marketing proposal developed by company-manufacturer UMSSoft on the basis of SNW-analysis.