The issue of positioning Russian vaccines in the national market

Abstract

Background. The coronavirus pandemic was the biggest test for the global eco-nomy. Most of the developed world powers were not ready to face this infection. The main means of combating COVID-19 – vaccination – is facing resistance from some members of society. The low rates of vaccination in Russia and a significant number of its opponents make it possible to characterize the problem of positioning vaccines and the vaccination campaign itself in Russia as significant, and the study of this problem as relevant. Materials and methods. The methodological basis of the study was the source-based method, as well as the survey method. A sample population was formed and an appropriate questionnaire was developed. The sample population was 250 people. Results. The reasons preventing the active vaccination of the population from COVID-19 in Russia are identified, and ways to solve the problem of an unsuccessful vaccine positioning campaign are proposed. Conclusions. The problem of positioning Russian vaccines as a commodity on the national market is the key problem of the Russian vaccine market. The need to build public confi-dence in COVID-19 vaccines is an effective marketing tool in solving this problem.

Keywords

• positioning
• covid-19
• vaccination
• vaccine market