Abstract
This article presents the features of the formation of the positioning strategy of event projects for children's target audiences. The impact of marketing mechanics on children themselves and decision makers is taken into account. The authors propose a method for developing positioning for scientific and cultural event projects that work with these audiences. The method takes into account the age and behavioral characteristics of consumers and includes: a model for identifying the needs of children and subjects influencing the formation of these needs, and an author's algorithm for analyzing services that helps identify the strengths of the company that should be taken into account in positioning. At each stage of the method, the authors offer methodological recommendations indicating specific marketing models and tools that need to be used to develop a positioning strategy. Thus, a complex target audience is considered, for which, based on the conducted research, groups of properties are proposed that form the basis of the positioning strategy of scientific and cultural event projects. The results of the study can be used in the development of a positioning strategy for various projects aimed at a children's audience, the algorithm for analyzing services can be adapted for companies from various fields.
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