How to promote a product in the market. Promotion of a new product

You have found a product and created your online store. Now what?

Once you've launched your site, it's time to start getting traffic to your store and making sales. Even if you're trying to make your first sale or you've been open for business for a while, it's always good to find more ways to promote your products.

If you are looking for ways to promote a product, read this list to find tactics you can use in your business.

1. Gift guides

What do you do when you're looking for a good gift idea? If you're like most people, you're going to Google for "colleague holiday gift ideas" or "unique birthday gifts." Then you go through tons of articles and tutorials that show up in the search results.

Why not create your own guide to include the products featured in your store? If you don't know where to start, just look at similar articles related to different industries. Look for guides on blogs that rank on the first page of the search engine and contact the author to see if they can include your product in their list. Believe me, this method will help to attract huge traffic to your store.

Remember that you need to provide a reason why you should be included in the list. Mentioning your product on the list should bring value and value to the post author or editor, so be sure to include what makes your product a great or unique addition to their current list.

2. Email Marketing

Email is one of the most effective channels for acquiring new customers. And while channels like search engines may take a while to start generating organic traffic, email marketing can start working right away. This is why you should use email to promote your store.

You don't have to spend all your time creating text and sending emails. Make it easy by creating a collection of automated email campaigns that are designed to increase your revenue. There are many options such as: Sending emails to new subscribers and giving them an incentive to make purchases. Sending upselling emails to new customers who have made a purchase. Sending emails to visitors who have forgotten their shopping cart, reminding them to complete their purchase.

3. Affiliate programs

If you're trying to make sales and don't have the money to hire a sales or marketing professional, consider adding an affiliate program to your store. Affiliate marketing programs allow other people to promote your product for a commission. You will only have to pay them if they make a sale.

Affiliate programs usually work by creating a custom URL for each person promoting your products. They can share that link on social media, on a blog, or even on a YouTube video where they show it. Through custom links, you can track who is selling for you so you can pay them.

A little training is usually helpful if you are planning to implement an affiliate program. Remember, people are promoting your products for you, so in a sense they are in the marketing function of your business. If you don't provide better methods, they will make up their own.

4. Facebook Custom Audiences

Billions of people are on Facebook, and as an advertising platform, the network offers very targeted options for running paid ads. Facebook Custom Audiences in particular is a useful way to advertise a product.

With Facebook Custom Audiences, you can advertise to your website visitors or email subscribers. These ads tend to be very effective because you know more about who you're targeting and can tailor your ad accordingly.

5. Facebook Shop section

You can take your Facebook marketing one step further by adding a Facebook Shop section to your page. This option makes it easier for people who are researching your products on Facebook to buy them. You will be able to create your own Shop section on your Facebook page, where users can learn about your products, view photos, and click the "Buy Now" button to make a purchase.

6. Search Engine Optimization

While searches take some time, they offer one of the few options for generating predictable, mixed web traffic.

An effective search strategy involves a number of steps, from formulating a keyword strategy to doing more detailed keyword research, optimizing your site architecture and performance (such as category pages) to build links to your site. Like I said, it's an uphill battle, but it's something you can fight in the background as your store starts to take off.

If you already have a basic search strategy and need to move to next level, I recommend that you check out the interim guides to search engine optimization, of which there are a great many on the Internet.

7. Referral Marketing

Referral marketing, also known as word of mouth marketing, is one of the oldest marketing methods. Referral marketing is all about getting other people to talk about your product in a way that stimulates awareness and sales.

These days, you can use the internet to drive even more referral marketing. Not only does this allow you to reach more people, the Internet makes it easier for others to share your content and for you to track its impact.

8. Outreach

One of the hardest parts of starting a new business is promoting a product when you don't have an audience. If you don't have your own community, you either have to pay to drive traffic to your website, or connect with someone else's audience while you don't have one.

Outreach is a great way to build prestige around your product and get it in front of interested buyers. Ask influencer bloggers to show or review your product. If they have an attractive audience that trusts their opinion, it can lead to more traffic and sales.

9. Blog posts

Blogs are a great way to promote your store. With the right approach, blogs can be an effective way to drive traffic and promote lifestyle around your products. In fact, one HubSpot study found that the more you blog, the more traffic your site gets.

Use your own blog to drive traffic and promote your products. When done effectively, blogging drives search traffic, attracts customers and media attention, as well as high-profile bloggers who might write about you.

10.Instagram

11. YouTube

YouTube has become one of the world's largest search engines for finding new content. What's more, YouTube videos can also rank on traditional search engines like Google. This creates a huge opportunity for advancement.

You don't need to create a viral video to get YouTube results. You can still promote your products with interesting or helpful videos. Perhaps many people are already looking for your products or brands on YouTube. By creating a branded channel with your own videos, you can manage your stories.

12. Run a contest

Contests are an easy and affordable way to get your brand in front of a lot of people. When pitching your product, you need to make sure that your competition appears in front of the right type of people: potential customers.

However, many contests fail. There are a few key mistakes to avoid when running a contest to promote your business. Make sure the platform, timing, messaging, and steps people need to take to enter the contest are well thought out.

Ready, Customize, Promote

Products don't sell themselves. Luckily, there are many ways to promote a product in your store. Find the one you like from the list above and try it out for your products.

Under the promotion of goods on the market understand the use of various methods by which the seller can convince the buyer to buy this product. The methods of promotion of goods are:

• informing consumers about the product (where you can buy the product, what is its price and other information about the characteristics of the product);
• belief in the merits of the product, motivation to buy this product;
• product reminder needed to stimulate additional demand.

The following means of promoting products to the market are distinguished:

1. Personal (personal) sale. It is a regular contact between the seller and the consumer. The seller, when serving the client, must provide him with all the necessary information about the product, about how to use it correctly.
2. Advertising. It is paid messages about products that are distributed through the media. Advertisements are aimed at calling for the purchase of a particular product. An advertisement consists of two main parts: a text part, and an artistic, graphic part of the advertisement. Advertising must communicate necessary information, be transferred a sufficient number of times, promote the sale of products, generate income that covers the costs of its creation.
3. Public Relations. Good public relations contribute to the success of most firms. That is, it is necessary to maintain good relations with the local population, sponsors, government agencies, mass media. Most consumers prefer firms with a good reputation that have managed to create a favorable image of a respected firm.
4. Sales promotion. This tool increases the effectiveness of advertising and personal (personal) selling. Sales promotion includes the following activities:
   • rewarding sellers for good work;
   • application of special discounts to the price in case of poor sale of goods;
   • distribution of free samples of new products;
   • free attachment of a small souvenir to the product;
   • organization of exhibitions;
   • issuance of coupons that make it possible to purchase goods at a discount;
   • holding contests and lotteries.
5. Service. Customer satisfaction, quality customer service can guarantee new orders in the future. Service builds trust in the firm. An example is the establishment of a warranty period for goods, the possibility of returning or exchanging goods, and eliminating a malfunction.
6. Creating a positive public opinion. This method is a free message about the company or its products through the media. For example, a speech by a company representative on television or radio, a press conference.

Advertising

The manufacturer in a market economy, through advertising and other methods of sales promotion, tries to gain an advantage over competitors. The success of a business is determined not only by the size of the initial capital, but also by the quality business communications. Types of business communications are very different. This includes: conferences, exhibitions, seminars, presentations, press conferences, interviews, round tables, business lunches, negotiations. But the most basic form of communication is advertising.

Purpose of advertising- increase the market share of the manufacturer of goods and strengthen consumer loyalty to the product. This means that the firm hopes to shift the demand curve to the right and at the same time reduce its price elasticity.

Advertising is any appeal by the manufacturer of the seller or their representatives to a potential consumer-buyer. In the mid-1990s, the advertising market in the United States was estimated at $250 billion a year (it has tripled in the last 10 years); in France at 30; billion dollars (tripling occurred in 7 years); in Russia at $1 billion, but the tripling happened in two years. The turnover of the Russian advertising market in 1996 increased by 10% compared to 1995 and amounted to 1.1 - 1.5 billion dollars. At the same time, the turnover on television reached 344 million dollars, the press accounted for about 700 million dollars, for outdoor advertising about 80 million dollars ("Advertising" Utkin E.A.). In the 2000s and 2010s, these values ​​increased many times over.

There are different types of advertising messages: informational, reminiscent, image. It is also possible to highlight social advertising referring to universal human values ​​(preservation of the environment, health, etc.). Informational advertising brings to the attention of the consumer information about the manufacturer, the product and its qualities, how to purchase the product or obtain additional information. The ultimate goal of information advertising is to create or increase sales of products.

• daily newspapers, which, in turn, can be divided into business, entertainment, central and local; weekly publications are also divided into business, socio-political and thematic;
• illustrated monthly publications primarily of a popular science or entertainment nature;
• technical and professional publications;
• advertising and information publications can be free, have a symbolic or very real price.

The main factors influencing the choice of a publication are the circulation and sales volume, the audience, the image of the publication and its life cycle (for daily newspapers - two days, for weekly publications - 10 days, for monthly - about 50 days), circulation ratio (average number readers of one copy).

An important place is occupied by advertising on television. The disadvantages of television advertising are that information is poorly remembered, and the abundance of advertising blocks irritates consumers, and this reduces the effectiveness of television advertising. Significantly behind television and radio.

In the last 10-15 years advertising on the Internet has been rapidly developing. Even traditional business like funeral agencies began to be actively promoted in service aggregators. For example, many funeral agencies use the catalog of funeral agencies, some order other types of online advertising. Now on the Internet you can find almost any commercial offer, and in terms of audience coverage, the largest Internet sites are comparable to targeted channels.

Intermediate between advertising in the media and sales promotion is advertising at the point of sale (PPO), which accounts for an average of 5% of the firm's marketing budget. It covers: the information activities of the store itself (posters, posters, panels, video cassettes, radio announcements), the methods used by the manufacturer (racks, stands, video systems, carts, smells), joint activities of manufacturers and sellers (staff uniforms, exposition, containers, packages and other packaging materials).

When forming the advertising budget, it includes the costs of creating advertising materials and their placement in the media, as well as the administrative costs associated with this (wages of employees of the advertising department or consultants' fees). In accordance with another approach, a single marketing budget is formed, which includes expenses for research (about 15% of total expenses on average), sales promotion (about 50% on average), advertising (about 30%) and public relations ( around 5%).

1 - research costs;
2 - the cost of sales promotion;
3 - advertising costs;
4 - public relations expenses.

1. Producer -> consumer. This channel is a direct, direct sale of goods by the manufacturer to the final consumer. For example, a private bakery sells its bread in its own shop.
2. Manufacturer -> retailer -> consumer. In this case, manufacturers first sell their product to retailers, who then resell the product to the final consumer. Most often, such a channel is used to sell clothes.
3. Manufacturer -> wholesaler -> retailer -> consumer. Such a distribution channel is suitable for the sale of household appliances.
4. Producer -> sales agent (broker) -> wholesaler -> retailer -> consumer. This distribution channel is used in those industries in which the sale of goods is carried out by specialists.

Transport

The distribution of goods includes the following costs: transportation costs, storage costs, administrative costs, other distribution costs.

The cost of transporting products is a significant part of the total cost of distribution. When choosing a mode of transport, the company is guided by the following task - to achieve the most efficient method of distribution as a whole at minimal cost. Transportation can have a significant impact on the sales volume of goods. The faster the company delivers its goods, the greater the advantage it will have over competitors.

There are the following modes of transport:

1. Freight, automobile. This type is the most commonly used. The advantage of this type of transportation lies in the ability to transport cargo on highways at any time, in the ability to deliver cargo "from door to door". The disadvantage is the inefficiency of transporting heavy and bulky commodities such as metal or coal.
2. Railway transport. This type of transport is characterized by the ability to carry heavier and more diverse cargoes. But the disadvantage is that it is impossible to deliver goods exactly to the consumer by railroad tracks.
3. Water transport. This is the cheapest form of transport. This type mainly delivers goods such as oil, coal, ore, cotton and timber. The disadvantage is that the ships are slow and the flights are not frequent. It may also be accompanied by extra costs associated with the delivery of goods to the port, with damage to the goods.
4. Air Transport. This is the fastest mode of transport. The disadvantage is the restrictions on the size and weight of the cargo. Also, airports are located in certain places, flights depend on weather conditions.
5. Pipelines. This type of transportation is used to deliver gasoline, natural gas, coal or wood chips in a liquid medium. But this transportation is very slow.

Transport can have a huge negative impact on the environment: the noise of aircraft and cars, the emission of gases, the destruction of forests for the construction of roads, the pollution of the oceans and seas as a result of damage to oil tankers, etc.

I. Introduction.

How to bring a product to market

II. Modern methods of product promotion

2.1. The Internet as a virtual market for goods and services

2.2. Exhibition - one of the methods of promoting goods

2.3. A strong brand is the main competitive tool

2.4. Franchising

2.5. telemarketing

2.6. Merchandising - the art of selling

2.8. Success in business - success in the market

III. Product promotion methods used at LMZ-STEMA LLC

IV. Conclusion

List of used literature

I. Introduction.

How to bring a product to market.

In modern conditions, the process of promoting a product or service to the market, which has many similar products or services of domestic competitors, as well as imported ones, is costly, time-consuming and complicated for many companies. And marketing services are used in their activities to promote the products of enterprises on modern markets different methods of marketing communications.

Marketing communications is a constant management of the promotion of its activities to the consumer and customers in order to:

1. Inform prospective consumers about your product, services, terms of sale;

2. Persuade prospective consumers to give preference to these particular products and brands, to shop in certain stores, and so on;

3. Motivate prospective customers to act without postponing the purchase into the future.

Marketing communications are divided into personal and impersonal communications. Personal communications include personal selling and public relations (public relations). Impersonal communications include advertising and sales promotions.

Modern methods of product promotion can also include the Internet, Branding, Franchising, Telemarketing, Merchandising, Exhibitions, Advertising and other methods.

In this paper, I will describe some of modern methods promotions used in modern market conditions, as well as promotion methods for enamelware produced at LMZ-STEMA LLC, AK LMZ OJSC

II. Modern methods of promotion of goods.

2.1. The Internet is like a virtual market for selling goods and services.

The Internet is a new, fastest growing and incredibly attractive virtual market for goods and services for any type of business. Having absorbed the characteristics of many traditional means of communication and, at the same time, not being their sum, the Internet is not a copy, but an alternative to the real world. The revolutionary influence of the Internet on modern society, including marketing, cannot be overestimated. As the world's fastest growing technology, the Internet is revolutionizing the way marketing is practiced and opening up new horizons for marketers. Implementation marketing activities through the Internet, on average, a quarter cheaper than using existing forms and methods. Combining the functions of a mass communication medium, a means of interpersonal communication, an instrument of financial transactions and, in part, a distribution channel, the Internet attracts an increasing number of users from all over the world, which represent an attractive commercial potential for any type of business. According to the forecast of the American research company Forrest Research, the number of Internet users by the end of 2003 will reach 60 million people - 21 million more than they were in 1999. The main characteristic of the Internet is interactivity, or in other words, the possibility of feedback/interaction. The interactivity of the Internet and its technical capabilities to store unlimited amounts of information create ideal conditions for searching, collecting, organizing and distributing information, including commercial information. But the availability of the Internet is more limited compared to traditional means of communication. The Internet is a collection of websites that are created by various companies in order to provide access to these sites for numerous Internet users. Companies can create on the Internet both virtual stores that are functionally no different from ordinary ones, and representative sites of an advertising and informational nature.

Online store - characteristic.

Relevance of Internet fairs.

All over the world, along with traditional fairs, Internet fairs (virtual fairs) are actively developing.

Traditional fairs are an expensive event. In the United States, the direct costs associated with holding traditional fairs exceeded $53 billion annually. Over 80% of the total expenses for the company's participation in such a fair is associated with the venue, which includes the rent of the fairground, the services of the organizers, the arrangement of its own pavilion and its ongoing maintenance, working hours and travel expenses of their own employees, as well as transportation costs. Given these circumstances, firms in developed countries prefer Internet fairs and this trend has become very popular. Now our country enterprises and entrepreneurs have the opportunity to participate in Internet fairs. The MITS portal is one of the most visited in Russia - more than 1 million visits per year. Therefore, participation in the All-Russian Internet Fairs is becoming very relevant. In addition, MITS additionally conducts an advertising campaign, which, of course, increases interest in this project. Thus, the participants of these fairs get a real chance to expand the market for their products, since more than 1 million visits in one year provides a very high probability of success. If an enterprise does not participate in these fairs, then it would be wrong to say that this enterprise is taking effective measures to stimulate the sale of its products.

Advantages of the All-Russian Internet Fairs.

In the system of the Interregional Internet Trade Network, for the first time in our country, fully functional All-Russian Internet Fairs began to function, where there are opportunities to conclude transactions in in electronic format using an electronic digital signature.

According to the current legislation of the Russian Federation, in the MITS system, an electronic digital signature in an electronic digital document equivalent to a handwritten signature on a document hard copy, sealed. In MITS, for cryptographic protection, including for electronic digital signature, tools certified by FAPSI are used. In addition, MITS has the appropriate FAPSI licenses.

All-Russian Internet fairs have a number of advantages over traditional fairs:

Participation is ten times cheaper;

There is no need to spend money on stand decoration;

No need to bear the cost of shipping goods back and forth;

No travel expenses;

Possibility of permanent participation at the fair;

Wider opportunity to provide information about the company and products;

Coverage of a much larger audience of buyers and participants;

Access to the fair 24 hours a day, seven days a week, and regardless of geography;

the ability to agree on the terms of the transaction at any time;

The possibility of concluding a transaction in electronic form, signing with an electronic digital signature in just a few minutes;

The presence of mechanisms that provide a guarantee of the execution of transactions, which exclude the possibility of unfair performance of their obligations, both on the part of the seller and the buyer;

The possibility of optimizing the transportation of goods, using the capabilities of the logistics service, etc.

Traditional fairs allow potential consumers to explore a wide range of possible vendors and their products in a relatively short amount of time. This is achieved by the fact that private traders gather together in one place and at one time. Internet fairs expand this opportunity by allowing them to be held continuously. The continuity of Internet fairs largely compensates for the lack of face-to-face meetings with potential consumers that are typical of traditional fairs. In order to become a participant of the fair and place your virtual stand (for a period of 1 year), the client must pay 300 USD. That is, without taking into account discounts, and at the same time the client receives a personal electronic digital signature.

Internet marketing requires a fundamentally new approach and re-evaluation of traditional marketing tools and strategies. One of the main differences of Internet marketing is that Internet users can control the flow of information and advertising to a certain extent. They have the opportunity to choose what they like, skip what they are not interested in, and are no longer passive viewers and readers. Understanding the characteristics of the Internet environment makes it possible to implement marketing strategies more effectively and at lower cost.

2.2. An exhibition is one of the methods for promoting goods.

Thousands of businesses display and sell their products at trade shows and fairs, allowing them to showcase products, offer information, answer questions, compare competing brands, place orders, and generate new leads.

A fair is a large exhibition where manufacturers of various products of a given industry present their products to buyers, as well as to other industry representatives. Trade shows and other special events are especially good for meeting public relations challenges of creating good relationship to the company and providing the public with information. An ideal exhibition should be colorful, spectacular and unusual. Spectator participation is encouraged whenever possible. If viewers can press buttons, look at pictures and ask questions, then the exhibition will be a great success. Businesses also use trade shows to promote their products. Exhibitions open grandly and may include museum exhibits, historical exhibits, prototypes of new products such as new cars, models of buildings and other structures.

Companies spend more than $9 billion annually on exhibitions, and exhibitions generate over $70 billion in annual sales. Some companies, especially those in high-tech markets, devote the majority of their marketing budgets and communications planning efforts to trade shows.

Trade shows showcase products to your target audience, set the stage for follow-up contact with sales staff, provide a wealth of information about competitors, and help build relationships. The atmosphere of such events tends to relax; free goods are distributed, many business parties are organized. In an environment where all companies are trying to give a clear picture of their products to potential customers, competitors can easily compare quality, features, prices and technology.

The design of stands and the training of stand personnel are important factors in the success of the exhibition. The design of many stands at exhibitions can use, for example, interactive technologies - audio and video texts, CDs, telephone communications, corporate television networks, computer conferences and virtual reality. Chrysler used the Jeep Simulator at car shows to increase attendance and show off the impressive design features of its ATVs. The booths are usually staffed by the company's best sales representatives, who have personal contacts with senior executives representing various intermediary agencies. It is important that the costs of exhibitions are lower than the costs of advertising or personal calls to close deals.

Exhibitions must rely on multiple media such as print ads and direct mail to attract attention. Souvenirs are also widely used - before, during and after the exhibition, to attract potential buyers, increase the degree of fame and remembrance of the company, as well as increase the willingness of those invited to do business with it. Here, properly conducted pre-marketing is especially important and guarantees the success of the exhibition. Research has shown that a pre-show promotional gift can nearly triple attendance at a tradeshow, just like a pre-show invitation. Creative competitions, for example, drawing competitions with interesting prizes, also stimulate stand attendance. Advance mailing prior to the show may, in conjunction with the competition, encourage people to linger at the booth.

2.3. A strong brand is the main tool of competition.

Today, a situation has developed in regional markets in which many domestic producers, having sufficient potential to enter wider interregional and national sales markets, continue to move along the path of least resistance. Producing very competitive products, enterprises use price as the main tool in the struggle for a place in the market. Goods are sold at the lowest possible price and are intended for a group of price-conscious buyers who purchase goods on the basis of the cheapest one that can be found and do not pay attention to quality. This strategy leads to the fact that the position of the product on the market becomes precarious - at any moment a cheaper competitor may appear, and in addition, the number of such buyers is decreasing year by year. When attempting to enter the markets of other regions, the manufacturer inevitably faces another problem - the presence of local competitors who are unlikely to want to give up their positions and, in turn, also have plans to expand sales markets. The enterprise finds itself in a situation that it cannot control - as soon as a strong manufacturer appears, the product very quickly loses its market share.

To prevent this from happening, it is necessary to start promotion to the market with building a brand. It is a strong brand that is the main tool of competition in today's markets.

Trademark - this is a combination of a trademark (name of a product and its visual design) and a range of associations that a consumer has when mentioning this product. Building and maintaining a positive image of the product in the mind of the consumer, i.e. creating a successful brand, allows manufacturers to solve four main tasks:

• Compete and take a strong competitive position in relation to other producers in their region;
• To go with your product to other regions and successfully compete with the brands already present in these markets;
• Enter the markets of large cities and, first of all, the Moscow market, since up to 30% of the total trade turnover of Russia is sold only in the Moscow market;
• Sell ​​products with a higher profit margin by positioning the product in a higher price segment.

Today, many companies have understood the need to create their own brands, but very few of them understand the process of creating a brand and bringing a product to the market from start to finish. The most important condition for successful penetration into the distribution networks of such regions is, firstly, a well-thought-out system of naming and packaging, secondly, high-quality packaging and, thirdly, systematic advertising support for the product. Sporadic advertising "outliers" do not bring long-term results, since the effect of advertising disappears very quickly. One, even a very successful advertising campaign in highly competitive markets can ensure the successful launch of a product on the market, but will not decide its fate in the future.

The current level of development of interregional and national markets provides for the fact that professionals should be involved in creating a trademark and bringing goods to the market. When a commodity producer tries to manage on his own, this is almost always visible to the naked eye and can be compared with the appearance on the streets of a home-made car among mass-produced cars. Poor quality of design and packaging, unprofessionally developed, sometimes funny names - all this does not inspire consumer confidence in the brand. On modern competitive markets the consumer no longer perceives the product by its intrinsic merits. Efforts must be made to convince the consumer to try it. Those manufacturers who manage to quickly understand this achieve noticeable success. A professionally developed and implemented product promotion strategy allows, at minimal cost, to successfully "throw" the product into the highest price category not only in the markets of the Central region, but also throughout Russia and sell it with a significantly higher share of profit compared to non-branded goods without a trademark.

Today we are witnessing a turn in the public mind towards domestic brands. Moreover, this trend is based not only on nostalgia for the "good old days" or on the low purchasing power of the population. To a large extent, consumer preferences of Russians are formed under the influence of conscious patriotism, the rational choice of buyers. The quality and packaging of many Russian goods have undergone significant changes, products are produced that are not inferior to the best foreign analogues, the approach to working with a trademark, brand has changed. The word brand is often equated with "trademark", although the brand is a more capacious term that includes other, broader concepts.

Trademark is a name, term, symbol or special sign that allows you to identify the goods or services of one seller from the goods or services of another. A trade mark is the name of a product, it is indicated on the packaging.

Trademark is an officially registered trademark.

Brand is not just a registered trademark, it is a successful, popular trademark with a stable circle of loyal consumers. The popularity of the brand implies its popularity and use by a significant number of people.

On the Russian market today there are real patent wars for trademarks - well-known and not very well-known. The mechanism for settling trademark disputes in Russia is only being worked out. An important problem is the possibility of exclusion from competitors producing goods of the same name.

So, what should a good brand "be able to" do? She must:

• emphasize the characteristics of the product - its benefits, properties, use, action, result of application;
• be easy to pronounce, write, remember;
• be original, effective, attract the attention of a potential consumer;
• conceptually suitable for new products that can be added to the product line;
• be patentable to prevent other manufacturers from using it.

How worth it is to create trademarks if it increases the cost of packaging, labeling, advertising, legal protection, and the risk of not satisfying the consumer rather increases? A trademark provides the seller with several advantages:

It simplifies the process of placing orders and delivering products. Thus, Anheuser-Busch receives a specific order for one hundred cases of Michelob beer in 0.33-litre bottles, not a request for "any of your best beers." Moreover, the seller will easily correct the mistake if he incorrectly executed the order, or deal with the validity of complaints about poor product quality;

The trade name and brand provides legal protection for the unique qualities of the product, which competitors can otherwise copy with impunity;

Trademarks give the seller the opportunity to attract a sufficient number of buyers. Brand loyalty provides the seller with some protection from competitors and increases the degree of its control over the process of planning marketing programs;

Trademarks help the seller to clearly segment the market. Instead of selling one brand of laundry detergent, P&G can offer 8 brands targeting specific market segments seeking different benefits;

Strong brands help reinforce the corporate image, facilitate the introduction of new brands, and win the favor of distributors and consumers.

It is clear that distributors prefer to work with manufacturers' trademarks that facilitate handling, guarantee a certain standard of quality, reinforce customer preferences and simplify supplier identification. Consumers expect brands to help them identify quality differences and increase shopping efficiency.

2.4. Franchising.

Franchising (from the French franchir - the right to freedom of conduct of any activity) was invented in medieval England. The monarchs of foggy Albion had a very common tradition of granting the nobility the right to collect taxes, hold fairs, organize bazaars and participate in other equally profitable enterprises. In return for royal mercy, subjects were obliged to give part of the proceeds. Today, franchising is a business organization in which the brand owner (franchisor) transfers to an entrepreneur or company (franchisee) the right to sell a product or service under his own brand. Usually, along with the franchisee's brand, the technology for selling goods or services is also provided. In return, the franchisee undertakes to work according to predetermined laws and business rules that the franchisor establishes. In 1851 the manufacturer sewing machines Singer began to trade through financially independent firms that received exclusive rights to sell and service sewing machines in a certain territory. In 1898, a similar system was developed by General Motors. Under agreements concluded by the company with dealers, the latter did not have the right to sell cars from other manufacturers. Moreover, dealers were required to invest their own money in service and advertising. Coca-Cola, Pepsi and 7-UP went even further. They started using franchising in production. Regional partners of non-alcoholic monsters bought concentrate, branded bottles and poured drinks on the spot. It was much more convenient than carrying bottled liquid from one end of the country to the other. The system is still in operation. In the 1930s, franchising was first used in the petroleum products trade.

Today, perhaps, there is no area where franchising is not used. According to its system, hotels and shops, laundries and dry cleaners, car service points and restaurants, quick service cafes and beauty salons, repair shops and health centers, entertainment clubs and travel agencies are opened. In total, according to the International Franchise Association, 70 types of activities are subject to licensing. Today, franchising is actively used by more than forty largest companies. In the US alone, franchise companies sell $1 trillion worth of goods and services annually. dollars, controlling 40% of the market.

The phenomenal success of franchising in developed countries is explained by the fact that it is beneficial for both franchisors and franchisees. Franchisors are interested in technology because it brings money for business development: franchisees pay an initial fee, deduct periodic payments (royalties), pay for additional services, and also help increase the franchisor's turnover if they sell the products they distribute. Another advantage of franchising for a brand-owning company is to increase the brand awareness. In addition, franchising can help save on marketing. Franchisees, on the other hand, receive technology that works and brings in money, a brand known to buyers. in the largest Russian network consumer electronics company "Eldorado", which has 320 outlets in 206 cities of the country, the introduction of franchising contributed to an increase in the coverage area and network turnover. The decision to open franchise stores was made in Eldorado in the winter of 2001. They decided to cover cities with a population of 48 to 200 thousand inhabitants. There are about 500 such settlements in Russia, and the network, occupied by larger objects, did not reach their hands. Under the terms of the franchise agreement, the franchisee buys home appliances and electronics from Eldorado at cost. The franchisor earns on royalties that each franchisee is obliged to pay - 25% of the difference between the purchase and selling prices, or 5% of the turnover in purchase prices. The terms of the agreement turned out to be quite acceptable. In two years, due to the franchisees, the network has increased by 125 stores. Franchisees cooperation with "Eldorado", famous for its low prices, can significantly improve the performance of their business. As one of the partners of the network noted, before cooperation, he only had enough money to live, and a year after the conclusion of the contract, he was able to increase the area of ​​\u200b\u200bthe trading floor - up to 120 square meters. m. - and equip a warehouse.

Franchising is less risky than the traditional business model. Only 14% of US franchise firms go out of business within 5 years. For comparison, the market average bankruptcy rate is much higher than 65%.

However, franchising also has disadvantages. Franchisees are virtually independent of business owners. It is difficult for the franchisor to track the transactions concluded by the franchisee, which may harm his business. And, having tracked, he cannot immediately break off relations. An agreement is concluded between the franchisor and the franchisee, in which, among other things, the duration of cooperation is discussed. For some time, the brand holder has to put up with the fact that his trademark is being harmed. McDonald, s, one of the world's largest franchise networks, did not dare to launch a similar project in Russia. So great are the fears for your brand. The main inconvenience of working under a franchisee's license is that the franchise agreement significantly restricts his freedom. The company must work according to strict technology, in a fixed area. A step to the left, a step to the right are interpreted as an attempt to run away, a jump in place is an attempt to fly away.

The franchise agreement usually includes a definition of the "intellectual property" of the franchisor. Intellectual property is understood as a trademark, know-how, special details of the production process, trade and industrial secrets, as well as any other information that the franchisor is obliged to transfer to the franchisee. Most franchise agreements stipulate a license under which the franchisee can use the know-how, trademark and business system of the franchisor. The franchisor, together with a license to open stores, can transfer information about the technology of trade, provide specialists for its implementation.

In Russia, the appearance of franchising dates back to 1993, when the well-known Baskin Robbins sold the first franchise (franchise package - operating manuals, standards). Russian companies followed the foreigners. Shoe stores Ekonika, fast food companies Rostik, s, Teremok - Russian pancakes, Yum-yum, gas stations LUKOIL, TNK and some others began to trade in the name.

However, franchising has not become widespread in Russia. Experts cite several reasons for this. Firstly, Russian legislation does not contain the concept of "franchising". The use of the concept of "commercial concession" significantly complicates the transfer of intellectual property. Secondly, the spread of franchising is hindered by Russian poverty. To work under a license, a starting capital of about 100 thousand dollars is required - a lot of money for most entrepreneurs. In the West, franchisors practice lending to franchisees through partner banks. According to expert estimates, in England subsidies for franchisees reach 80%. In Russia, most licensed projects do not provide for obtaining preferential loans. Businessmen are supposed to have their own money. Thirdly, many franchises sold in Russia are not yet ready for mass use. Russian companies sell "raw" schemes according to the technology, and Western companies - not adapted to Russian specifics. Buying an untested business is very dangerous. This was once again proved by the history of the Big Boy eatery chain, which opened its franchise business in Bangkok a few years ago. The place for eating was perceived by the locals as a new temple. To the blank of Big Boy - a chubby boy with a hamburger in his hands - they brought rice, incense. Big Boy was perceived as an unconventional image of the Buddha.

2.5. Telemarketing.

telemarketing (telephone marketing) is the use of the telephone and telecommunications technologies in conjunction with database management systems to sell goods and services over the telephone, organize call centers, conduct marketing surveys, collect and process the necessary information.

According to many experts, telemarketing in Russia has not yet left its infancy. Real call-centers have just appeared (companies with special equipment, large quantity telephone lines and a staff of specially trained operators). So far, telemarketing is being used in full either by large Russian or Western companies. Medium and small firms in most cases use their own employees or invite “home workers” for this work. In this case, the lack of training of operators is compensated by low costs, but in the end it is better to use the work of professionals.

All telemarketing can be divided into inbound and outbound. In the first case, these are most often "hot lines", by calling which you can find out answers to your questions about the goods / services of a particular company. In the second - sales by phone and some kind of questioning. Or. Simply put, calling potential customers to get something to buy.

The client today is a rather stubborn and distrustful creature. Often it is necessary not only to conduct a sale, as such, but also simply to break stereotypes, change a person’s opinion about the world around him, smooth out sharp corners and avoid direct insults addressed to him. And this despite the fact that it all comes down to breaking the resistance of the client and convincing him that the products of your company are good in this and that way, but competitors will not be able to provide him with all this, even if they want to. Moreover, the offensive is taking place on several fronts at once: a mailing list with the company's offers is being made, an advertising campaign is being carried out on a local television channel, stickers are pasted at the entrances, and potential customers are constantly phoning. However, failures are quite common. This is explained not only by the desires and whims of the client, who, of course, is always right, but sometimes, without a twinge of conscience, uses his opportunity to show character, but rather, the professional qualities of the operator, his ability to find an approach to a person, to interest him. Sometimes the operator will be able to make candy out of nothing and sell it to the most incredulous client. Each client should have a special approach. However, there are methods that are the same for everyone. The client likes to speak beautifully, but everything is to the point. And to achieve this, and even in a free conversation, is quite difficult. For successful negotiation, specialists need not only to study the psychology of a person on the other side of the receiver, so that the phone for the client cannot become an instrument of torture, but also to be professionally trained on issues related to the company. To learn how to sell, you need to know what exactly you offer, for this you need, for example, to get acquainted with the history of the enterprise, the rules for providing services to individuals with all sorts of calculations, direct technologies for providing services. The professionalism of employees defines the face of the company. Telemarketers in companies where this service is established make up the client base. It consists of addresses and phone numbers of potential and existing customers, as well as information that you need to know to maintain business relationships: services, contracts, payments, debts, etc. Telephone sales are becoming more common, and the average representative of society is gradually beginning to get used to it. According to experts, the day is not far off when people in Russia will calmly perceive telemarketing as a form of business cooperation rather than expressing your dissatisfaction with the inopportunely ringing phone. Of course, to achieve this goal, you need to spend a lot of effort, train first-class specialists who are well versed in psychology, constantly purchase the latest equipment, make workplaces even more comfortable, provide a decent salary and constantly expand your client base. It is under such conditions that telemarketing can develop in Russia to the level of international standards. Especially if it's standards. business communication by phone.

There are five stages in telemarketing:

1. Establishing contact. The main task: acquaintance, "building bridges" and establishing positive relationships. The main tool: it is a voice and a positive attitude. At this stage, it is not so much important what exactly to say, but how to say it. At this stage, it is necessary, first of all, to interest the client to continue the conversation.

2. Needs exploration. The main task: to find out what the client needs from what you have. The skill of telemarketing at this stage lies in the ability to ask the right questions and listen to the client. Main tool: It is necessary to use the technique of "Closed" and "open" questions and active listening techniques.

3.Presentation of a commercial offer. The main task: to interest the client and give arguments in favor of purchasing the product. The main rule: speak the language of the needs and benefits of the client: present not travel, but sunsets and the smell of the sea.

4. Work with objections. Main task: to remove objections and save positive relationship. The basic rule: take the client's point of view, compliment his objections.

5. End of sale. The main task is to obtain agreement in principle. The main rule: create emotional impulses to bring the client out of a state of indecision.

telemarketing rules.

2. By controlling tempo, rhythm, articulation, intonation, and voice volume, the caller controls the customer's first impression.

4. Telephone rejections are more common than face-to-face meetings. You need to accept the refusal calmly: after all, every call brings you closer to your cherished goal. The sale is made often after 3-4 contacts.

5. You need to speak the first phrases slowly, do not immediately pour a waterfall of information on the client - you need to give him time to tune in to the conversation.

6. It is necessary to prioritize calls, rank customers by importance, understand the purpose of each call.

7. The secretary may be the most important person in the organization to the caller. It is necessary to show him (her) signs of attention and respect.

8. For the effectiveness of the call, you need to call at the right time, the right customers with the right offers.

9. There is a lesson to be learned from every conversation with a client. A professional is a person who is always learning!

2.6. Merchandising is the art of selling.

The concept of merchandising comes from the English "merchandising" - the art of trading. Simply put, merchandising is a set of activities carried out on the trading floor and aimed at promoting a particular product, brand, type or packaging, the result of which is always to stimulate the desire of consumers to choose and buy the promoted product.

Abroad, the most organized retailers were the first to use merchandising, which were supermarket chains. And they did it not for manufacturers of goods. It was noticed that by making it easier to find and select a product, turning the selection and purchase process into an exciting activity and, thus, by increasing the time spent by the buyer on the trading floor, you can get an additional effect.

In the future, merchandising began to be used by manufacturers (suppliers) of goods, as a result of which merchandising has also become a tool that gives tangible competitive advantages. Many corporate manufacturers have made merchandising part of their marketing strategy. It is believed that merchandising ideas were brought to the Russian market by multinational corporations such as Coca-Cola, Pepsi-Cola, etc. However, retailers were the first in Russia to use merchandising - but not supermarkets, but market traders such as: “ Kalinka Stockman, Global USA. They specifically came to work early to arrange the goods, as they said "beautifully" and to attract the attention of buyers. Thanks to the advent of science, society has also acquired a new specialty - a merchandiser. The main task of a merchandiser as a specialist in promoting products in retail is to maintain a positive image of his company, ensure the favorable location of products on store shelves, and monitor their constant availability on sale. He also supplies stores with advertising, gives souvenirs on behalf of the company.

The functions of the merchandiser also include the adjustment of retail prices for goods: he monitors competitiveness, advises sellers on the optimal size of trade allowances. In order to complete all these tasks, the merchandiser visits all the stores assigned to him at least once a week (an average of five or more outlets per day). He records the state of affairs in each of them in a special passport. Based on the results of the trips, the merchandiser submits a weekly report to the marketing department of the company, which reflects the change in the situation on the sales market for this type of product: the presence or absence of demand, prices set by competitors for similar products, etc. Requirements for candidates for this position, dictated by nothing more than concern for the image of their company: presentable appearance, communication skills, higher or incomplete higher education(willingly take students), age from 20 to 30 years old, high efficiency, basic knowledge of English, driving license category B, learning ability.

There are a few rules to keep in mind when applying merchandising.

First, it is necessary to organize an effective stock, i.e., the availability of those goods and services that the buyer expects to find in this store. As a consequence, purchases from suppliers must be made in proportion to sales. In addition, products should take up space on the shelves in accordance with the level of sales. This is simply necessary in order to avoid the situation of the absence of the best-selling goods.

Secondly, the goods should be located most effectively. The main (for example, the drinks section) and additional (for example, a rack or display) points of sale must be located according to the movement of the flow of customers on the trading floor. In addition, products should be laid out in such a way that the search for the desired product is as easy as possible. To do this, it is necessary to create visible blocks on the shelves by brand, packaging and product group.

Thirdly, you need an effective presentation of the promoted products. Customers are more willing to choose products that are priced and clearly visible, so the store must take care of the correct placement of price tags. In order not to mislead buyers, price tags should be located exactly under the product for which they indicate the price.

Merchandising as a science helps to most effectively use the space and time of the buyer to promote the product, it is necessary to arouse interest and even excitement in the buyer. At the same time, it is very important to monitor the correct placement of advertising materials. There are a few general rules that almost all companies use when setting standards for the placement of their advertising materials. In addition to the fact that they must be located directly near the point of sale of the specified product or on the way to it, and must also be clearly visible to the buyer, they must also be relevant (the materials of a specific advertising campaign are installed at the beginning of the campaign and withdrawn at its end). It is always necessary to remember that advertising hanging in the same place for a long time is “blurred”, and the buyer ceases to perceive it. And since the purpose of placing advertising materials is to constantly remind the buyer that he can purchase this product in this store, the manufacturer has to take care of the constant updating of materials. Keeping the point of sale and the product itself clean is a very important point that the merchandiser must remember. Not only the level of sales of this product in a particular store depends on this, but also the image of the company as a whole.

However, it is always worth remembering that success using merchandising can only be achieved through the cooperation of the efforts of the manufacturer, distributor and retailer aimed at improving customer service. Moreover, the manufacturer must constantly improve the range, the distributor must ensure the constant presence of goods in retail network at minimal cost, and the retailer - to strive to sell the product of this brand, which is beneficial to him. It is important to remember that successful merchandising is possible only with the participation of all three: the manufacturer, distributor and seller, i.e. effective merchandising is, first of all, the result of joint efforts aimed at "winning" the buyer.

It is clear that you should always start from the very space of the store. As a consequence, store layout is one of the main elements of merchandising. When developing it, it is important to consider methods that stimulate the promotion of buyers on the trading floor so that they buy more items than previously planned. Stimulating promotion activities are external diversity - placement commercial equipment, its types, floor level rises, original floor pattern, inclined transitions, information displays, stained-glass windows, lighting, smells, sound background, etc. After all, all merchandising is built on human psychology. Knowledge of the characteristics of the psychology of buyers also makes it possible to increase the efficiency of displaying goods. As customers move along the racks, they are less able to notice the products at the end of each row. This means that such shelves should contain goods in bright, eye-catching packaging, as well as the best-selling goods. Here it is advisable to place advertising information on posters, lay out colorful booklets, leaflets, etc. But the goods of different manufacturing companies that have the same functional purpose must be laid out vertically on the shelf (not forgetting the importance of placing the goods of one brand together, inside commodity group). Moreover, it has been noticed that in stores with a rich display, goods are sold better. Therefore, sellers must fill and replenish racks and displays with goods not only before the opening and closing of the store, but also during the working day.

So, merchandising allows you to increase sales efficiency, direct the buyer to the desired goal, and the correct layout of the store helps a lot in this. But along with the arrangement of racks, you also need to properly lay out the goods. Moreover, its layout should be carried out on the basis of priority. It is important to remember that even the most popular product, but put in the wrong place, may remain “out of work”, the buyer simply will not notice it. Priority places on the trading floor are determined depending on the flow of the buyer, that is, on the path that most buyers go through. Thus, a correctly placed product will always give the manufacturer and the store the maximum benefit. And you should always remember that in most cases, when planning a purchase, the consumer clearly defines which product groups he wants to buy (bread, milk, pasta, clothes, shoes, dishes, etc.) Therefore, the store assortment can be divided into three groups: goods everyday demand (the purchase of these goods is the goal of almost every visit of the buyer to the outlet), periodic goods (the purchase of these goods is planned once every several visits) and impulsive demand goods (the purchase of these goods is usually not planned). It turns out that one of the most important tasks of merchandising is finding places for the best location of the main and additional points of sale of your product. Moreover, the main place of sale is the place where all manufacturers of this product group are represented, and an additional place always increases the likelihood of buying this product. And the whole task of merchandising comes down to placing the goods in the main places as efficiently as possible, while not forgetting about additional ones, which can often help to effectively promote a particular product. Moreover, it is necessary to place the best-selling positions of the product group on additional points of sale. In this case, the likelihood of impulsive purchases is significantly increased. It is also necessary to monitor the movement of the buyer. Slowing down or speeding up the step can be achieved by expanding or narrowing the aisles between the shelves, as well as using music. Slow, calm music creates a more relaxing atmosphere in the store, encouraging shoppers to take their time and stay in the store. Fast music has the opposite effect - a walking pace becomes faster, which is mainly used during peak hours to speed up the movement of customers. In general, the buyer is a finicky creature. He needs constant attention and care. This care can be taken in a variety of ways. The main thing is to make sure that the struggle for the consumer does not turn into a struggle for survival, which is quite possible given the current state of the Russian market. Until now, many store owners hardly imagine what merchandising is. Many of them rely on intuition and on their own flair and style. Often such a policy does not justify itself. Of course, it cannot be argued that everything depends on well-applied merchandising and an experienced merchandiser cooperating with wholesalers and retailers. However, many troubles can be avoided by using the services of a specialist. He will help to correctly place the goods on the shelves, arrange the equipment in the hall so that the buyer is pleasant and comfortable shopping, point out possible mistakes, place advertising in the right places, i.e., will do everything so that you and your store succeed.

Rarely what commercial activity, with equal opportunities, is associated with such an insignificant risk. It is difficult to calculate in advance human preferences, character traits, prejudices, likes and dislikes. It is difficult to predict how popular this or that product will be. Advertising allows you to sell it most effectively. Risk can lead to failure, but not disaster. Losses, if they occur, are small. And their reasons, as a rule, have nothing to do with advertising. Advertising is one of the safest, most reliable types of business ventures that can generate large profits. There are thousands of successful examples. Their diversity indicates what unlimited possibilities are inherent in advertising. But thousands of people who need accurate knowledge about advertising, without which they will not be able to achieve what they deserve, still have not fully appreciated its benefits. In order to understand or learn the basics of advertising, one must start with the right concept.

Advertising is the art of selling. Her methods of influence coincide with those used by a good salesperson on the trading floor. Success or failure in both cases is due to the same reasons. Therefore, any issue of advertising should be considered through the prism of sales methods.

The sole purpose of advertising is to sell a product. Advertising will be paid back or not paid off, depending on the actual sales figures. Advertising is not a "thing in itself". She is not meant to be flaunted in front of an audience. It is not an auxiliary method for other sales methods. Advertising must be viewed as a new seller. The profit from advertising must be compared with the profit from other sales methods, and the cost of the effort expended must be correlated with the result obtained. The peculiarity of advertising is in its scale. Advertising is the work of the seller in multiple magnification. It appeals to thousands of buyers while the seller deals with one. And its cost corresponds to its task. People pay roughly $10 for each word in a typical ad. Therefore, every ad must work like a super seller. A single salesperson's mistake isn't worth that much. A mistake in a published advertisement is worth a thousand times more. Bad ads can ruin everything. There is an opinion that an advertisement is a correctly written text. However, literary ability is as distantly related to advertising as organizational art is to the ability to trade. Something else is required: the ability to express an idea concisely, clearly and convincingly, as a seller should do. Elegance, of course, only harms the cause. Inappropriate and special artistry. All this either distracts attention from the product itself, or, conversely, the hook is too noticeable from under the bait. All studies show that an attempt to sell causes more resistance, the less covered it is. In direct communication between the seller and the buyer, the patterns are the same as when using printed materials. Rednecks are rarely good salespeople. BUT good sellers are unlikely to be able to make speeches from the podium. They are simple and sincere people who know their customers and their needs. For advertisements the same settings are needed. In the advertising industry, there is a very simple way to answer any surveys. Ask yourself: “Will this help the seller sell their product? And would it help me personally as a seller, face to face with the buyer? Answering these questions honestly will help you avoid many mistakes.

The main difference between advertising and regular sales is in direct contact. The seller's job is to draw attention to his product. It is impossible to ignore the seller in the store. You can just ignore ads. However, the seller loses a lot of time on those customers who do not buy anything. Advertising is read only by those people who themselves seek to find out what we want to convey to them.

The creators of advertising messages try to influence all the senses of a potential buyer without exception. First of all, it is vision and hearing. But there are advertisements that contain smells (“trial” perfumes), offer samples of goods that can be touched, which facilitates the process of making a purchase decision. Moreover, advertisers use almost all known forms of art for the needs of their profession: literature, cinema, painting, photography, music, sculpture. The arsenal of the current advertiser is huge, it includes all modern technologies, from printing to space. But, like a hundred years ago, the effectiveness of an advertising message depends on the creative potential of its creator. First of all, the advertiser needs to conduct a marketing analysis of the situation. You need to understand what he should advertise, who the advertisement is intended for, how the object of advertising differs from analogues. Traditionally, the field of creation of an advertiser is print advertising and advertisements in print media. The optimal advertising message contains only one advertising idea. Quite often it is possible to express it with a slogan - a brief advertising appeal that has absorbed the essence of a unique product offer. A slogan is an advertising phrase in a concise form that sets out the main advertising offer and is included in all advertising messages of one advertising campaign. This is a "dried" advertising text, it is repeated in all advertising formats. It begins to live only when it appears in the mass consciousness of people.

Recently, many experts note that the Russian market is becoming more civilized (at least outwardly), "marketing". More and more companies are thinking about the image of their products, attracting expensive branding and advertising specialists. Everyone strives to stand out, everyone tries to form a unique and memorable message to the consumer.

It would seem that advertising has flooded everything - television broadcast, streets, press, transport. But every day there are new opportunities for conveying to the consumer information about the exceptional properties of a product or service. And wherever you are, everywhere you are surrounded by appeals, slogans and attention-grabbing stories. And people read, absorb, comprehend. Read everywhere - in the subway or at the bus stop, in your favorite newspaper or supermarket. Advertising is designed to affect the personal interest of a person in solving a problem, in meeting a need. Advertising is able to present something new to the audience, awaken its curiosity, it informs the consumer about the merits of the advertised product or service and is a modern method of promoting goods.

2.8. Success in business is success in the market.

Success in business is success in the market. Not only production difficulties lead firms to go out of business, but also inefficient marketing. Many people think that marketing is an art, and it takes talent to manage effectively. This may be true, but the art of marketing is based on a certain set of scientific methods and precise rules, which in turn are considered to be starting points and must be known.

Rule #1: 10/30/60. This rule regulates the ratio of the main target groups to the percentage of the marketing budget that should be spent on working with them. So, it is believed that 10% of the budget should be allocated to the share of a group consisting of consumers who are not customers of the company and, according to certain characteristics, do not correspond to the profile of the company. Let's take Viagra as an example. It is intended for men aged 40 years and over - this is the main target group; 10% must be spent on those who may become the consumer of this product years later. For the successful promotion of goods on the market, a competent marketing department will allocate 30% of the budget to potential consumers who, for various reasons, are not yet customers of the company, but could well become them. This category corresponds to the profile of the company. The largest percentage (60%) of the budget goes to the existing customer segment. This category needs to be stimulated and retained, although it is the smallest in terms of numbers. The goods can be sold to current consumers much cheaper (due to, for example, "growing" discounts on the company's plastic cards), but the costs for this segment pay off much faster than for those markets that the company has yet to conquer.

Rule #2: 1/100. This simple rule goes like this: one dollar spent communicating with your own staff is equivalent to one hundred dollars of marketing budget spent on the end consumer. Since all the key factors of a firm's competence or success are directly dependent on the knowledge and skills of employees, their morale and goodwill represent the main capital of the organization. Employees want to work for a management that justifies its claims and takes into account the interests of all employees. Therefore, the head of the organization should always strive to establish strong corporate ties that naturally justify 100%. The Japanese remain world leaders in marketing because they are always ready to share the failure of their company or its success together, as a team. For them, the recognition of colleagues and the approval of superiors is much more important than a new position and material reward. At the same time, the Japanese always try to act as a team, without selfish considerations. They are sure that it is better not to say: "I made a mistake." It is better to say: "We made a mistake."

Rule number 3. According to marketing experts, the distribution of the budget for successful product promotion should look like this:

1/3 - invested in product design;

1/3 - spent on its modernization;

Distinctive packaging design can be critical to selling it at the point of sale. The exterior design should give the right impression of the content. For example, white cigarette packaging suggests a low tar content, while red packaging suggests a strong taste. And canned beef stew should not be confused with dog food. In terms of modernization, consider, for example, the manufacturers of Twix chocolate, working on new varieties of their product, which resulted in the appearance on the market of Twix - a rare species. And Nestle has more than 200 varieties of Nescafe coffee to satisfy the diverse tastes of its consumers around the world. Advertising achieves an effect only when it is permanent. Short-term successes are elusive.

AT USA the famous businessman Donald Trump, whose name all American citizens associate with a skyscraper, a hotel, three casinos, and supermarkets, once settled on this. Quickly successful, he also quickly slipped from the peak he had reached: in 1994, Mr. Trump's debts amounted to about $1.4 billion. The opposite example is Coca-Cola. It would seem that everyone knows this brand. So why is she advertising? But the scope of its advertising campaigns confirms that any, even the most promoted brand, needs constant support.

Rule #4: 50/80/90. This rule concerns such an important component of marketing as planning. There is a famous saying: “If you do not know how to plan, do not hesitate, you will fail.” And there is a certain rule that is worth remembering. With low management quality, you can count on a maximum of 50% profit. With good - by 80% and with the best, sadly, - by 90%. That is, 100% is a myth and its realization is impossible. Therefore, in order for the invested funds to pay off as much as possible, management efficiency must be maximized.

Rule #5: "The miser pays twice." In this context, this simple wisdom is about technical support. For not investing in updating the technical base on time, you will have to pay twice as much later. Moreover, this rule applies to everything: from upgrading the computer base in the organization to regular preventive inspection of the company's fleet. The American "The Bank New York" illustrates the situation. It is so superbly equipped technically that attempts to break into its security system, which occur on average once every 10 minutes, have never been successful. On the other hand, and this applies to a greater extent to Russian companies that often neglect to update their anti-virus systems, a common virus can become a serious problem, up to the loss of critical data without the possibility of recovery.

Rule #6: "Participate in the process." This is an axiom. It does not have an exact formulaic expression, but it is an important law for managers striving for effective management in all areas of the company.

The success of the company, as a rule, contributes to the emergence of new problems, new concerns. The more the organization expands and the faster its profit grows, the less the manager can devote time to advertising and marketing. However, these are too serious things to be completely at the mercy of someone else. If there is a need to transfer their powers in this area, then this can only be done in terms of direct constant communication with the press, participation in cocktails, corporate parties and other types of communications.

III. Product promotion methods used in the enterprise

OOO LMZ-STEMA

"Product promotion is our task"

“Probably everyone is familiar with the phrase “competitive struggle”. Today, when the market is saturated with both domestic and imported goods, and the purchasing power of the main population of the country is not so great, the competition is becoming more intense every year. The "Chief Teacher" in marketing F. Kotler writes: - "... Each company should strive to distinguish its product from a number of others and make it better. If that's not possible, the company should invest in making its service stand out and better." But in order to make your product special or unique, it is necessary not only to know the needs of the buyer, but also new equipment, new technologies, and this requires huge investments. But many domestic enterprises cannot afford it. Therefore, in market conditions, such enterprises win precisely due to the quality of service, the service offered, the use of advertising technologies, and the correct positioning of the goods on the market.

The manufactured products of LMZ-STEMA LLC: enamelware, classroom boards, sinks are no longer unique products, and today there are many competitors on the market whose products are not fundamentally different from the products of LMZ-STEMA LLC. Therefore, not every buyer can determine the advantages or disadvantages of goods from different manufacturers. Commodity abundance forces to use all sorts of ways influencing the consumer in order to lead the latter to purchase. LLC "LMZ-STEMA" carries out a whole complex marketing activities to promote their products to the market. First, it is participation in large specialized exhibitions in Russia and abroad: Ambiente, Servitex, Household Goods and Furniture, National Glory, Buy Russian, ConsumExpo, etc. After all, participation in exhibitions allows you to show goods to your target audience, create prerequisites for subsequent contacts, and helps to obtain a large amount of information about competitors (usually exhibitions showcase new technologies, new products). The exhibition helps to establish relationships with clients, solve problems in the field of Public Relations to create a good relationship with the company and provide the public with information. To identify the needs and preferences of buyers at the exhibitions, marketing research, a survey and a survey of visitors to the stand are carried out. Secondly, over the past years, LMZ-STEMA LLC has been participating in a number of competitive programs, the tasks of which are to assist Russian producers in promoting high-quality Russian goods, services and technologies. Participation in these programs resulted in awards won by LMZ-STEMA LLC - bronze, gold, platinum quality marks of the 21st century, the gold mark "The best for children!", evidence of the program "100 Best Goods of Russia", they give the right to label their products sign and as a result, give the company the opportunity to distinguish it from similar products of competitors. To create a positive image of the organization and manufactured goods, and, consequently, consumer motives, LLC LMZ-STEMA, using the corporate identity of JSC AK LMZ, annually issues printed advertising publications - calendars, booklets, leaflets for distribution at ongoing exhibitions and fairs , through wholesale buyers. In 2001, a promotional video about Lysva crockery was made and broadcast on the RTR TV channel, and copies of video cassettes were distributed to large wholesale buyers in order to be broadcast on local TV channels. The company places print advertisements in specialized publications, actively using direct mail and the Internet. In order to promote the classroom board, LMZ-STEMA LLC takes part in all tenders organized by the Regional Committee for Education and Science, as a result of winning the competition in 2003-2004, hundreds of thousands of rubles worth of products were additionally sold.

Speaking about the promotion of goods, it is impossible not to mention the packaging. After all, the packaging should make the consumer want to buy the product. Packaging is the same clothing product. And just as poorly chosen clothes distort the appearance of a person, so plain packaging distorts the idea of ​​​​the product, creates a false picture of its quality and properties. Realizing this, since May 2002, the production has been offering to the market sets of saucepans (low cylindrical pans) in colorful, full-color, easy-to-carry packaging. And the work in this direction continues: a colorful individual package for a souvenir mug is ready, and soon sets of pear-shaped pots and sets of pans with a “thor” element will also get a beautiful outfit. For them, an advertising label with information about the benefits of the product has been developed and already ordered, its purpose is to stimulate the purchase of a potential consumer.

Marketing bureau specialists form a client database for analysis and research in order to open new market segments and demand trends.”

"High quality is the key to success"

“Today, every manufacturer with a stable business dreams of receiving a prize in some prestigious competition for enterprises or industrial goods. Winning a prestigious competition is an opportunity to successfully use it in advertising. With an abundance of goods, both domestic and imported, on the consumer goods market, there was an urgent need to create a brand that guarantees against low-quality products at the household level. Looked at the label or packaging - and immediately clear. There is nothing to be afraid of this product, it is reliable, inspires consumer confidence.

Marking products with the “Quality Mark of the 21st Century”, “100 Best Goods of Russia” means that this product has passed the examination and meets state standards, and also has excellent quality at the level of international standards. Such products can be trusted, and they are willingly bought. The words ecology, safety, quality have ceased to be an empty phrase and easily surpassed all popularity ratings. Buying a pig in a poke has somehow become out of fashion. Today they prefer to buy more expensive, but with confidence that the thing will last a little longer than the stated period. The necessary quality control is carried out by an expert commission represented by ROSTEST-Moscow. Consumer properties of products, which determine their quality and competitiveness, are subjected to examination. The evaluation criteria is the compliance of products with the quality indicators of state standards and other normative and technical documentation, confirmed by the results of the examination of the submitted documents and testing of product samples.

Throughout 2002, LMZ-STEMA LLC took part in a number of competitive programs, the purpose of which is to assist Russian producers in promoting high-quality Russian goods, services and technologies. The manufactured products of LMZ-STEMA LLC were adequately evaluated and received high awards. At the competition "All-Russian brand (III millennium). Quality Mark of the 21st Century”, which took place from 2000 to 2002, enamelware once again confirms the right to possess the “Platinum Quality Mark of the 21st Century”, and new samples of sets (with a “torus” element; with glass lids and stainless steel handles) were also awarded the “Gold Sign”. steel), a kettle with a whistle, a board for classrooms, an enameled sink was awarded the Bronze Quality Mark. At the All-Russian competition "Children - only the best!" for high quality (also confirmed by the ROSTEST examination), the classroom board was awarded the “Golden Quality Mark” “The best for children”. Participating in the all-Russian program - the competition "100 best goods of Russia", steel enameled utensils LLC "LMZ-STEMA" was awarded a diploma of the program "100 best goods of Russia". These awards give the company the right to mark its products with the corresponding Sign free of charge for 2 years and, being the Laureate of the Platinum Quality Mark of the XXI century, has the right to apply for the passport "Reliable Enterprise of the Russian Federation".

LLC LMZ-STEMA, like the parent company JSC AK LMZ, has a goal - to achieve unconditional recognition in the domestic and world markets. The tool to achieve it is the all-round improvement in the quality of goods and services. The main thing on this path is not to lose face. And success will surely come.”

In 2004, in addition to printed advertising materials: price lists, booklets, leaflets, the company's specialists created an electronic product catalog that allows you to send visual information about products to potential consumers, existing customers, and is distributed at exhibitions and fairs.

"Better to see once"

It is not easy to create high-quality products, which are produced at LMZ-Stema LLC. The process of its "birth" includes ideas, developments, tests, introduction into production ... But this is not the whole chain. Further, these wonderful products must be presented favorably to existing and potential buyers. Some of the modern forms used for this throughout the world arecdbusiness cards, presentations, electronic catalogs of products... True, their development, for example in the Perm region, costs from 1 thousand to 3.5 thousand dollars. The first in our company, and, perhaps, in the city, were the first to prepare such a catalog on their own, using the latest computer technology, the Stemovites.

To successfully promote their products on the market, any enterprise needs to provide the consumer with information about the product. For several years, STAM members have released several advertising booklets, leaflets, providing wholesale buyers with colorful printed catalogs of their products. But in order to maintain leadership in the production of domestic enamelware, the company is forced to replenish its products with “novelties”, develop an exclusive design, and new technological developments. Creating printed advertising publications is a long and costly process. The more promotional products you order, since the price depends on the circulation, the more likely it is that the latest copies of printed advertising will lose their relevance and contain outdated product information.

And so the creative team of LMZ-STEMA LLC faced the task of demonstrating their products, available enamel coatings, decals in a timely, visually, accessible way not only to wholesale partners, but also to create a favorable image of the enterprise among potential buyers. An electronic version of the catalog would allow to solve this problem, and its distribution is not so costly in terms of time and money.

The preparatory process began, including photography, computer processing, and advertising support. The company's designer Lyudmila Nefedkina and artist Olga Ralnikova photographed dishes, enamel coatings, decals - in demand by the consumer, professionally choosing the right angle, background, composition for photography, creating still lifes with greens, flowers, berries, vegetables to your taste.

Today, two electronic catalogs of STEM products have been created.

The first was developed for one of the Moscow exhibitions at the end of last year, the second with the assortment of the current summer-autumn season - this year.

At the request of buyers, it was planned to make only catalog pages demonstrating the decals used in the design of dishes. When they were laid out, the work done did not seem very solid and presentable to the developer. There was a desire to do something more interesting and consistent with the image of our company. I came up with the idea to use Flash-technologies to "revive" the image, to develop complex animation effects. The result is a very nice, pleasant to view catalogue. Opens it with a splash screen. On the screen - changing and flashing images, from which we learn that the company produces more than 5000 items of products, the high quality of which is guaranteed international standard ISO, we see the geography of deliveries. The catalog has three main sections: Decals, Coatings and Tableware. They represent the latest samples, some were released only a month ago. The pages are designed very conveniently, and are available for viewing to any addressee. The catalog has "live" links with e-mail addresses of marketing and sales departments, in the Contacts section. When they are pressed, the mail program and the letter form with the addressee fields already filled in are opened. The catalog contains seven original melodies, which allows you to choose the musical accompaniment for a more enjoyable viewing.

You can be sure that this electronic catalog, made using modern computer technologies, in which a particle of the soul, talent, energy of the creative team of like-minded people was invested, will be the hallmark of LMZ-STEMA LLC for many years to come.

On the basis of the approved advertising budget (Appendix 1), a plan was drawn up to promote products for the year (Appendix 2), but the use of all modern methods of promotion, such as merchandising, franchising, online store, the company has not yet applied, it is a matter of time. As noted above, the Internet is used to promote products, information about products is posted on the website of the parent company JSC AK LMZ (Appendix 3).

Commercial offers are sent to regular and potential customers about cooperation (Appendix 4), invitations are also sent to visit the booth of LMZ-STEMA LLC (Appendix 5), congratulations on upcoming holidays and anniversaries. In sent commercial offers, we must use the elements corporate identity OJSC AK LMZ, the trademark of the parent company, the marks of LLC, confirming the quality of products, and information about the international system of ISO standards in force at the enterprise.

One of the points of the plan for promoting the products of LMZ-STEMA LLC is advertising in the media. But we are just starting to work in this direction, and the difficulties we have to face are a limited advertising budget. After all, the placement of print advertising is rational only in publications - "watering holes", aimed at the readership, which is a potential consumer of products.

Marketing research shows that the main buyer of enamelware is women from 16 to 65 years old, because a woman is a “keeper of the hearth” and, by and large, it is only important for her what to cook from, what the interior of the kitchen looks like in the house, and hence the dishes, how much they will ecologically healthy meals. popular women's magazines are such as "Peasant Woman", "Home Hearth", "Cosmopolitan", "Lisa" and many others, and it would be wise to place your advertising in them. But after spending comparative analysis prices for advertising in these magazines (an A4 format page in the Krestyanka magazine costs? 7 thousand dollars), the LLC places its advertisements in cheaper publications (Perm On your floor newspaper "Komsomolskaya Pravda - Perm"), offers from advertising agencies that request information about products and place them in their "pilot" issues for free (Moscow magazine "Kitchens and Bathrooms") are always welcome. In these publications, advertising, although it is indirect, i.e., they place information about both the products of competitors and the specific product-competitor, nevertheless brings to the attention of the reader the advantages of a particular product and provides him with a choice. And already the task of LMZ-STEMA LLC is to provide information that favorably distinguishes the advantages and advantages of its own products from those of competitors.

IV. Conclusion.

FOSTIS service (demand generation and sales promotion) is an integral element of the entire marketing structure of the enterprise, regardless of what goods (products or services) the enterprise produces and offers to its partners. Advertising is the most effective tool in an enterprise's attempts to modify the behavior of customers, draw their attention to its products, create a positive image of the enterprise itself, and show its usefulness. To successfully enter the market, an enterprise, focusing on the selected target market, or rather, its preferred segment of the target market (in advertising practice, the contact audience), must offer its potential consumers an attractive market novelty product. In accordance with this, it is planned to carry out activities to create demand for the product (FOS event), the main of which is trade advertising.

Product advertising – any form of non-personal appeal to potential buyers with the aim of persuading them to purchase goods, services, etc. With the help of various FOS activities and, above all, product advertising, a positive “image” of the product is created in the minds of potential buyers.

Main advertising tools: print advertising, radio and TV advertising, advertising on non-traditional and moving media, outdoor advertising, point of sales, "electronic" advertising, souvenir advertising, exhibitions and fairs.

Sales promotion is an integral part of the marketing mix. These are any activities aimed at increasing the sale of goods, including advertising, public relations, exhibitions and fairs, methods of personal selling, stimulating consumers and trade areas, and stimulating sales at points of sale.

Sales promotion activities aimed at the consumer, most often they aim to acquaint the consumer with a novelty, “push” him to buy; increase the number of items purchased by one customer; reward adherents of a particular brand and regular customers; reduce temporary fluctuations in sales (seasonal, by day of the week, during the day), etc. For this purpose, various tools are used to influence the consumer: seasonal sales discounts for certain categories of consumers, coupon bearer discounts, prizes from the manufacturer for participating in the competition, discounts for buying a new product, etc.

Sales promotion activities aimed at resellers, the following main tasks are solved - to encourage an increase in sales; to stimulate orders for the maximum volume of consignments of goods for sale; to encourage the exchange of best practices in the implementation of a particular product; reduce temporary fluctuations in the receipt of orders from intermediaries, etc. To do this, manufacturers use volume discounts, participate in a joint advertising campaign with an intermediary, place ads in trade enterprises, handing out promotional gifts, etc.

The work uses marketing tools that are acceptable for this situation at the enterprise and do not require large financial investments. An advertising budget for the calendar year has been drawn up to promote products in the Perm Region, and measures have been outlined to stimulate sales channels and the end consumer.

In conclusion, I would like to note that in connection with the ever deeper penetration of the concept of marketing into the activities of domestic organizations, the question of efficiency, the effectiveness of advertising, PR campaigns, and individual marketing research, is increasingly being raised.

Making a conclusion about the effectiveness of any methods of promoting goods, I would like to emphasize that any event must be calculated in advance, all factors that can affect the marketing project are taken into account, because one careless decision can lead the company to big losses, and correctly and on time organized - to receive additional profit.

Bibliography.

1. Kotler F. “Marketing. Management”, S-P., 2000, p. 517-535

2. Kondyreva S. "Features of the formation of a national brand in Russia", Zh. Marketing and marketing research in Russia No. 3, M., 2001

3. Komarova N. "6 mathematical laws of marketing", J. Marketer No. 4, 2002, p. 51-52

4. Litvinov S. “Preparation for seasonal sales. Laws of merchandising”, J. Marketer

No. 4, 2002, p. 15-20

5. Makienko I. I. “Consumer behavior in the Internet environment”, Zh. Marketing and marketing research No. 4, 2003, p. 8-16

6. Mamonova A. "Anticipation of sale", J. Marketer No. 4, 2002, p. 47-49

7. Melnikov A. “Analyze it! Peculiarities of Advertising Communications in Russia”, J. Marketer No. 9, 2003, p. 38-39

8. Nishchev S. "Methods for evaluating effectiveness" J. Marketer No. 9, M., 2003, p. 55-64

9. Orlovskaya L. “Marketing Communications”, J. Marketer No. 4, 2002, p. 4-7

11. "12 stories about franchising", product \ branding, J. Marketer No. 9, 2003, p. 4-10

13. Internet.

Appendix 1

Annex 2

Annex 3

Information for posting on the site.

LLC "LMZ-STEMA" is a leading domestic manufacturer of steel enameled products: dishes, sinks and classroom boards; one of the largest developers and manufacturers of silicate enamels, glazes and ceramic frits in Russia. The production of enameled products has been developing and improving for 90 years, and at present, the manufactured products are not inferior in quality and design to their European counterparts, and at the same time are affordable for Russian buyers.

Our products for high quality, durability and hygiene are marked with certificates, diplomas of Russian fairs and competitions and awarded with bronze, gold and platinum marks. "Quality markXXI century", gold sign "Children are the best!" became a finalist in the competition "100 best goods of Russia" in 2000-2002.

We are open to mutually beneficial cooperation and establishing partnerships in promoting goods of stable quality to the markets, guaranteed by the international standard ISO 9001-2000, which is in force at the enterprise.

Contacts OOO LMZ-STEMA

Country: Russia TIN 5918006090

Index: 618900 r / account 40702810349230110541

City: Lysva, account 30101810900000000603

Address: st. Metallistov, 1 BIK 045773603

E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it Zapadno-Ural Bank SB RF

Catalog price list

Products meet modern design requirements and are distinguished by characteristic features:

• the ease of writing with chalk, the writing is easily erased, which makes it possible to keep the boards clean without much effort;
• contrast and clarity of the image, the absence of glare at any angle of view;
• the ability to write with a felt-tip pen, which allows the use of boards in computer classes;
• the possibility of using magnetic fastening of teaching aids;
• fire safety, non-toxicity, hardness;
• resistance against detergents and organic solvents;
• long service life.

Classroom boards are made of the following types:

• unilateral with one working surface;
• folding with three working surfaces;
• folding with five working surfaces;
• folding with five working surfaces with lined working surfaces of the side wings (cage, oblique ruler);
• folding with seven working surfaces;
• folding combined - with surfaces of green and white color at the request of the customer.

Surface:

• green color (for making inscriptions with chalk);
• white color (for making inscriptions with a felt-tip pen).

A white board can serve as a projection screen. At the request of the customer, we can produce boards of other sizes and easels.

The enamel coated board is certified and recommended by the Russian Academy of Education and the Ministry of Education of the Russian Federation for use in educational institutions. The board was awarded the sign “Only the best for children” and the Golden “Quality Mark of the XXI century”.

Enamelled steel medical products:

Medical glassware is used for the equipment of medical institutions

Price list (zip 764 kb)

Manufactured products:

• The tray is kidney-shaped vm. 0.8 l. - designed for collection and disinfection of instruments in the departments of medical institutions.

• Medical steel enameled spittoon is designed for collecting waste and serving patients in the departments of medical institutions and at home.

• Vessel bedpan steel enamelled 2,5 l. - designed to serve bedridden patients in the departments of medical institutions and at home.

• Cup of medical 0.4 l.

Enamelled steel sink

Wash types:

• MSUTS 500 x 600 x 170

• MSVTsK 450 x 505 x 170
• MSV 450 x 505 x 170
• MSVC 450 x 505 x 170

MSVC - built-in (can be equipped with brackets for wall mounting)
MSUTS - unified (embedded and with a bracket)
C - with a hole for installing a central mixer.

At the request of the buyer, the sink is completed with a water intake ("Christmas tree") and drain fittings.

Silicate enamels (frits).

Appendix 4

Ladies and gentlemen!

LLC "LMZ-STEMA" - a leading domestic manufacturer of steel enameled products: steel enameled dishes, enameled sinks and classroom boards, offers mutually beneficial cooperation.

The production of enameled products has been developing and improving for 90 years, and at present, the manufactured products are not inferior in quality and design to their European counterparts, and at the same time are affordable for Russian buyers. We were among the first to master the technology of coating rolled sheets with silicate enamels and assembling classroom boards for schools and educational institutions.

The high quality, durability and hygiene of the products are awarded with certificates and diplomas of Russian fairs and competitions. We are holders of bronze, gold and platinum marks "Quality markXXI century", golden badge "Children are the best!" became a finalist in the competition "100 best goods of Russia" in 2000-2002.

Features of promoting a new product

Bringing a new product to the market, even if the company and brand is already known to the market and has a circle of regular customers, is not an easy task.

In the face of fierce competition, one marketing strategy and advertising activity is not enough. To maintain a reputation and position in the market, it is necessary to improve offers to meet the requirements of consumers.

Reasons for the appearance of new products in the assortment of enterprises:

• changing needs;
• competition;
• crisis situations.

According to the results of regularly conducted marketing research, the preferences and tastes of consumers are constantly changing. Over time, goods get bored, demand falls. It is necessary to monitor the behavior of the target audience and build an appropriate promotion strategy.

New players appear on the market who can offer unique products or services. The company must highlight its main competitive advantages and focus on them in the process of product promotion. This will allow you to stand out among your competitors and form a circle of regular customers.

The reason for updating and expanding the range may be economic and financial crises. Companies are developing anti-crisis promotion programs, for example, creating profitable seasonal offers that will allow not only to survive in a crisis, but also to attract new and retain loyal customers.

Remark 1

Competent introduction of a new product to the market is one of the elements of the marketing activity of the enterprise. This provides products with a strong position and high profitability.

The process of entering a new product or service on the market is quite laborious and requires significant investments. One mistake can bring significant financial losses. An integrated approach to the procedure for introducing new items will minimize risks and achieve success in the market.

There are a lot of ways and methods of promoting goods. They are also applicable to the promotion of new products. Depending on the specific market situation, the company chooses its own set of tools after conducting marketing research. Acting on intuition, using outdated methods, experts do not recommend. There are modern and non-standard promotion tools that attract the target audience and increase sales.

Stages of promoting new products to the market

The process of introducing a new product to the market is complicated by the uncertainty that arises in any market. Will there be a demand for the product? How will competitors react? To reduce all risks, companies must adhere to a clear sequence of actions to promote new products.

The main stages of promoting a new product:

1. marketing research of the market;
2. product positioning;
3. company positioning;
4. sales forecasting;
5. marketing plan;
6. testing a new product.

Remark 2

The most important step is to conduct market research and consumer behavior, to which the promotion program will be directed. Companies must identify promising market segments for sale, the target audience. The niche of scarce goods is considered the best, i.e. those that are not sold in the area.

Experts recommend regularly studying global trends. Many novelties that have long taken a strong position abroad can be promoted on the domestic market. A quick response to ongoing changes will allow you to bypass competitors and “skim the cream” from the market.

The second most important stage is the positioning of new products. To do this, evaluate the novelty, describe its strengths and weak sides to determine future value and the extent to which customer expectations are met.

Initially, you need to identify the basic characteristics of the product, which the consumer will appreciate in the first place. They will help new products stand out from competitors and attract consumers. Based on the results of positioning, unique selling propositions (USP) are compiled and advertising campaigns are carried out.

The next step is to study competitors. Companies should identify their direct and indirect competitors, evaluate their activities, identify strengths and weaknesses. If their analogue products have a higher price, then the company should build positioning with an emphasis on the lower cost of its product. In the reverse situation, it is necessary to justify the increase in prices to consumers.

Without accurate forecasts, no action plan or action program is drawn up. There are no 100% accurate forecasts. But it can be assumed whether the project will be successful or not, whether the costs will pay off and for how long. Forecasts are made on the basis of research of the target audience, sales of similar products for previous periods, market trends, etc.

When drawing up a marketing promotion plan, the main means and tools are determined:

• advertising in retail outlets;
• outdoor advertising;
• word of mouth;
• promotion in social networks;
• Internet advertising.

In addition, it is necessary to think over the ways of delivering goods: direct or indirect distribution channel. The budget for promotion is also determined.

The last stage of the promotion process is the testing of a new product. Before starting sales, you should check whether these products will be in demand or not. To do this, the goods are sold in a small batch, for example, in one outlet, the reaction and attitude of consumers is studied. Based on the results of the study, a decision is made on the withdrawal of a new product, its adjustment or termination of production.

Ways to promote a new product on the Internet

New products are promoted in the global network different ways, namely thanks to Internet marketing and one of its elements - seo-promotion (search engine promotion). The presence of goods on the Internet is already 80% of success.

For each product, its own marketing strategy is developed, which takes into account the type of product, distribution channels, the level of demand, the possibility of stimulating it and the level of competition.

The main ways to promote a new product on the Internet:

• website (full-fledged resource or landing page);
• promotion in social networks (SMM);
• promotion in thematic directories;
• promotion through advertising campaigns (contextual advertising, etc.).

The success of promoting new products depends on the fact that all these methods and techniques are more effectively used in combination. This will allow you to get maximum results in a short time.

You found a product and created your online store, using standard promotion methods. Now what? Here are 10 creative ways to promote a new or existing product that you should try out - suggests Cassandra Campbell on the Shopify marketplace blog, translates the site

Articles "what to give ..." with a mention of your product

What do you do when you are looking for a good gift idea? If you're like most people, you google "colleague gift ideas" or "fancy birthday gifts." Then you scroll through tons of “what to give…” articles that show up in the search results.

Why not include your own item in these gift guides? Find massive gift idea requests, study the articles about it that rank on the first pages for such searches - and try to create a similar article on your shop website (or pay for it to be placed somewhere else - with hyperlinks to your shop, of course).

Optimize, promote, bring this article to the top for requests for certain gifts: this can lead to tons of traffic to your store .

Also offer to include your product on a paid or free of charge to those lists of gift ideas that influential media and bloggers certainly make. In your letter to media editors, be sure to include what makes your product a great or unique addition to their current list.

Partnership with celebrity bloggers

If you don't have the money to do some serious advertising, consider local bloggers and thousands of vloggers.

Partnering with them is usually much cheaper than advertising in the media and offline - and lead generation to your store is often no less.

Go Live With Periscope!

The mobile application for live broadcasts (streams, streaming video) Periscope has demonstrated a huge marketing potential. Many companies are already promoting themselves through streaming.

In particular, it is convenient to use Periscope to not only offer video demonstrations of your product in different environments of use, but also to answer questions from viewers online. Or even fulfill the requests of “customers behind the scenes” right in the frame - and do whatever they want with your product, showing them it live.

Of course, the best showcase for announcing and then posting your streams are your pages on social networks (by the way, Periscope is owned by Twitter Corporation).

Activity on Pinterest

Pinterest social photo hosting is a place where a modern online seller needs to advance. Among Canadian millennials, 93% (almost all!) said they use this visual tool to plan holiday gifts. Conversely, many people use Pinterest to create wish lists - gift ideas for themselves.

It does this service a great place to promote products. For businesses, there is a special Pinterest feature that allows, in addition to photos, to publish various content about the product - Rich pins (“Detailed Pins”).

Or you can take your visual social media marketing to the next level with Buyable Pins. Basically, this tool creates your new online store on the Pinterest platform: with prices and a buy button.

Naturally, in such a visual network, your products need to create a photo of special attraction, with a special charm!

Connect Facebook Shop Section

Facebook Shop is also a tool that actually creates a new online store for you on the social network platform. Promoting a new product in this format is more promising than just in the form of posts on Facebook - the client does not need to go anywhere to see the price and make a purchase.

Instagram activity

Don't forget to shop on the website in the most prominent place of the Home page to offer visitors go to your "shops" on Facebook, Pinterest and Instagram .

After all, it is more convenient for many people to flip through the familiar formats of these platforms (especially from smartphones) than a new online store for them with an unfamiliar, sometimes very complex structure.

YouTube activity

YouTube has become one of the world's largest search engines for new content. What's more, YouTube videos are getting higher rankings by traditional search engines. This creates huge opportunities for product promotion.

Activity on Uncrate

Uncrate.com is one of many English-language new product review sites with a loyal following. People who frequent Uncrate don't just love looking at cool products - they love buying them. The appearance of your product on Uncrate can lead to significant sales and attention from other media.

It's not easy to get feedback from Uncrate - they don't sell this feature (which is what readers love them for). There is no formal process for partnering with them, but one thing is for sure: your product must be cool.

Uncrate employees find some companies themselves - but others have succeeded after telling the portal employees about their product or sending them a sample.

Activity on ProductHunt

ProductHunt.com is another popular English speaking community for people who love finding new products. Although there are mobile applications and software are more popular than other industries, but you'll see physical products appear regularly on the front page as well.

Stores that are most likely to generate tons of leads with Product Hunt typically sell one (or a small set) of very new or aesthetically unique items. But goods from the category of the usual are not very quoted here.

reddit advertising

Pop-up shop (offline tray or trailer-kiosk, constantly changing location)

If your entire business is online, you don't have to open a full-fledged offline store for those who want to inspect the goods in person. Instead, you can run a Pop-up shop.

Most likely, there are unused spaces in your city that you can agree on, that you occupy one or the other point for a week or just for the weekend - and open a temporary store, a mini-fair.

And finally, be sure to participate in specialized mass fairs in your city. This will not only get visitors familiar with the product and sell it - but often leads to free appearance of your product and your brand in local media publications.