Member of tender procedures. How to win a tender? Instructions for participation in public and commercial tenders. How to carry out trading
Those who want to take part in the tenders held on the time specified on the site, to receive tender documentation, contact the initiators on the contact numbers specified in the public announcement (additional information). To participate in the tender, the applicant must submit the following documents (information about the organization):
Application for participation in the tender (initially a copy of the application for registration is directed by fax, indicating structural unitwho emphasizes a report on holding a tender);
A copy of the certificate of registration with the tax authority;
Copy of statement from the Charter: Name, address, executive agency and his rights;
A copy of the decision on the appointment of the executive body;
A copy of the license (if necessary);
A copy of the ISO 9001 quality standard certificate (if any);
Competitive offer (copy along with a request by fax).
The competitive offer consists of two parts:
Technical part:
The technical proposal should contain comprehensive information about the product (performed works, services), product quality (compliance of GOST, TU, SPIP and other characteristics); The absence of any information on the listed issues will be regarded as non-compliance with the requirements of technical conditions.
Commercial part:
A commercial part of the proposal must contain information about the price of the object of the tender with the obligatory indication of the total cost. Here are also indicated terms of payment (calculations) and possible discounts; volumes and deadlines of deliveries (work performed provided by services); Terms of delivery (execution of work, service), assigning expenditures on the delivery of goods.
Tender Commissions when making decisions are guided by the following criteria:
The price of goods (works, services) and payment terms (prepayment, delay);
Quality of goods (works, services);
Provision of enterprise with technical means;
Availability of own developers and research base from the enterprise;
Financial condition of the enterprise.
Competitive proposals must be valid within 30 days after the date of the tender.
All submitted competitive proposals and documents included in them after their consideration are not returned to the tender participants. Participants in the tender who received tender documentation should handle it with it with a confidential document and have no right to disclose information relating to the tender, any third party without receiving the preliminary written consent of the tender organizer. The organizer reserves the right to choose the winner of any participant in the tender, including, in the event that the price proposed by the participant is higher than that of other tender participants, as well as reject any competitive proposal, or all the competitive proposals without explaining the tender participants to such a decision. In the event that the lowest price of the object of the tender proposed by the tender participants exceeds the calculated value of the organizer, the organizer will have the right to reject all the competitive proposals and re-tender. Accommodation on the Internet Messages about the tender is not an offer. All expenses related to the preparation and submission of a competitive proposal carries a tender member.
The deadlines for submission of competitive proposals are indicated in the public announcement posted on the site. Competitive proposals obtained later than the above period will not be considered. In itself, the holding of competitive bidding or tender is an open process. Applicants have the opportunity to submit, protect, as well as justify their own tender proposals. One of the terms of trading is the deadline for the delivery of proposals for participation in the auction. No later than this time, all the firms participating in the trades (supplements) are submitted to the tender, due to the painting in the Tender Committee.
Proposals are submitted in closed sealing envelopes (often double) to avoid early leakage of information that competitors can take advantage. The external envelope indicates the address for receiving proposals, on the internal - the tender number, its name (target) and the date set to receive documents. The next stage of trading is a comparison of submitted suggestions, summing up and determining the winner. On the appointed day and hour, the Tender Committee reveals envelopes with the proposals received. The procedure for opening the packages with proposals can be carried out in the context of publicity, in the presence of all bidders, media representatives. Such auction is called vowels.
When carrying out secret trading, tender committees open packages at a closed meeting. The choice of a bid winner can follow immediately for the opening and announcement of the proposals received when a goal is to choose a sentence with the most low prices All other things being equal. However, it is most often necessary to make a decision on the choice of a supplier (contractor for the construction of an object) it takes time to carefully analyze the proposals submitted and select then from them that best meets the goals of trading. The term during which the tender committees are studying and analyzed by offers of offers (offers) depends on the amount of information (technical, commercial, etc.), which is to be analyzed, usually - from several weeks to several months. The decision of the Tender Committee on the choice of the winner of the trading can be vowels, and maybe closed. In the first case, this decision is communicated to all bidders, as well as through the means of information.
In the second case, the order transmission decision is communicated to the winner in confidential form. Proper, which won the bidding, in accordance with their conditions, as a rule, makes a second warranty deposit. Its value is usually from 5 to 10% of the order value. After completing the order, the warranty deposit is returned.
With the winners of the auction, a contract is signed, which stipulates everything the necessary conditions. Contracts come into force after approval by government services. The conclusion of the transaction on the results of trading can be carried out by making a proposal (acceptance) without the subsequent signing of the contract by both parties.
Standardized cycle of work on the project "Conducting a tender".
Stage 1. Formation within the company of the list of tasks of the tasks of the tender and coordinating the type of participation of participation in it. The decision to hold a tender.
As practice shows this stage is not entirely superfluous, because on how one will the understanding of the tasks endowed with the tender, various employees of the company, depends the rate of decision on all subsequent stages of work. It is also not bad to achieve mutual understanding on matters, what kind and scale suppliers will be invited to participate in the tender, open or closed it will be.
Stage 2. Creating a "brief" (invitation to participate).
At this stage, the employee responsible for the company - the Customer for the preparation and conduct of the tender must be set forth in a single document of the project (tender) and requirements for competitarian participants.
Such a brief (invitation to participate) will then be sent to potential tender participants for consideration.
Standard brief suggests the following composition:
Customer Description
Formulation of the problem
Description of the desired result
Requirements for tender participants
Description of application form (document criteria)
Criteria for evaluation of applicants
Dates of the tender
Each part of this application is a meaningful and functional part of the document. Of course, your company can be from any of them, or several at once, but this will only make your communication with potential solutions providers.
3 stage. The choice of companies - participants.
Now, after the formation of a brief, you can safely invite interested organizations to participate in the tender. Usually, if the "tender prices" is announced, 3 -4 organizations are invited to participate. If the two-stage "tender decisions" is scheduled, the number of participants in the first stage can be from 5 to 9, and two participants who prepared the most interesting offers come to the second stage.
How to determine the composition of the companies - participants for the tender?
There is an open tender, to participate in which you invite all organizations that meet the requirements. An open tender is announced through specialized media, Internet sites or professional communities. This type of tenders should use, for example, state organizations.
A closed tender provides for the invitation to the participants by the organizer. For invitations to participate in the first stage, the participating companies are selected according to the criteria significant for the organizer. Now, declaring the beginning of the tender, you look forward to getting initial applications.
4 stage. Refinement of positions.
At this stage of works, companies that submitted initial applications for participation in the tender will contact you for for more information. Create your vision of the problem and the desired ways to solve it. In order to find the final proposals of the participants not only personalized, but also meaningful, you will need to spend a discussion for some time. Here you then remember the reasonable restriction of the number of participants in the tender, which was written above.
In the case when the tender is scheduled for the two staged after consideration of the preliminary application, the company published in the second round, prepare the final documents.
5 stage. Presentation of final proposals.
In such a responsible moment, a dry document cannot be done by the finalists of the competition invite the organizer to meet the company. It is at this meeting, presenting its decision, representatives of the provider and have the opportunity to convince you that their decision is the only right.
And if the work on previous stages could be carried out by the forces of one two employees of the relevant unit, then the final presentation invited the leaders of those divisions that will act with your internal customers on the project.
6 stage. Final selection.
After presentations, and attentive examination of the received proposal, the responsible leaders of your company collegiates decide on the choice of one or another supplier. In some companies, this decision is made at a meeting, with the help of oral discussion and clarify the opinions of internal customers. In other more formal cases, a rating table is created, where with the help of the weighted average coefficient method, the final ball of each participant in the tender is determined.
7 stage. Announcement of winners.
This is undoubtedly the most pleasant and exciting stage for all participants. Unfortunately, in Russian practice it often turns out that the company not won the tender, learn about its completion, when their competitor is already working on the project. Agree, such behavior does not adorganize the customer. A good tone is considered at a general meeting or through the media (with an open tender) or in a personal order (if the tender was closed) to imply all participants about the completion of the work and the choice of the final provider of solutions.
As can be seen, work on the tender does not represent insurmountable problems in terms of the organization. The main complexity in this process lies precisely in the realization by the customer of the problem being solved and the choice of an adequate decision. And if you want to find the most economical solution to your task, then probably it is worth only about comparing prices for the same services.
The tender is a competition that helps the customer to choose the most preferable supply for it among many options proposed from representatives of different companies. Tendering is carried out on the basis of a competitive competition, the winner of which signs the contract with the customer.
Tenders are the main way, providing services or contractors. At the same time, dates, amount and other details are negotiated in advance. These nuances should be taken into account by the participant, as customers often choose exactly those proposals that fully comply with their requirements.
Not only the state, but also private traders
Competitions are held not only on the initiative of state representatives: they are also distributed among private companies. So, currently to participate in such bidding, the company (potential participant) must be made. a certain amountwhich is a guarantee serious intentions Applicant. So there are simply no opportunity to take part in the tender. These are companies engaged in small and medium-sized businesses.
What are the advantages of tenders?
There are certain types of bidding that have their pros and cons. But if you consider them from a general point of view, you can allocate the following advantages:
- Efficiency. Trading allow the Customer company to consider many proposals by choosing the best, most effective of them.
- For any member company, it is a chance to increase not only its financial success, but also a reputation.
- Tender trading is very convenient and economically, because there are always a lot of applicants.
Classification of ways to organize trading in Russia
For more than 50 years, the United States is actively used by the tender system developed in the last century. During this time, its multiple variations have occurred, some of which are used in Russia. The American term "tender" in the Russian Federation is practically not used - it is successfully replaced by a more familiar and well-established word "competition".
Open and closed
The classification of tenders is often carried out by availability for applicants. There are both closed and open and limited tenders. In Russia, closed contests are currently quite popular, which, however, is considered less effective. The decision to hold a tender of a closed type, according to experts, is a tribute to Soviet traditions. While tenders open in Russia are much less common, despite the fact that they have more advantages. The main one is the participation of a larger number of potential suppliers. In this case, trading perform their main functions - openness and availability.
With preliminary selection of candidates and without it
Classification can also be based on the selection of participants held before the start of the event. Even in cases where the competition is open or limited, the customer can cut off candidates whose applications are least in line with the requirements. This procedure is relevant because many companies, even being the least suitable for participation in a particular contest, are still applying. But the huge number of participants only slows down the process of choosing a better sentence, while one of the functions of the competition is speed.
Two stages or one
A bidding in one stage does not provide for changes or negotiations on the contest, so in many cases it is unacceptable. But the holding of a two-step tender is a fairly efficient method that is characterized by flexibility from the customer. A two-stage competition consisting of several steps makes it possible to resolve all the questions by spending at the first stage negotiations. But, despite the undoubted advantages, two-stage trading does not complain not only in the Russian Federation, but also abroad due to the too long process of conducting. Only in the case when the order is sufficiently serious, a two-stage auction is carried out.
What does the tender incorporate?
Bidding have certain stages of the organization:
- Determination of the subject of trading.
- Development of the program, definition of a bidding form (closed, limited, open).
- Development of documentation criteria necessary to participate in the competition.
- Choosing bidders. This item varies depending on the type of competition: if the organizer decided to hold an open contest, he sends invitations (according to the decision on the conditions and regulations of tenders at open auction, the message necessarily appears on the company's website, and can also be placed in the press, sent by electronic mail). When it was decided to hold an enclosed competition, invitations are sent to potential participants.
- Selection of candidates.
- Accepting proposals from elected trading participants.
- Assessment of proposals and choosing one of them, the most profitable, customer.
- Signing an agreement with the winner.
What types of tenders exist in which their features are concluded, as beginners to participate in them.
Many novice businessmen have no idea how to participate in tenders. Due to the fact that it is through tenders a considerable part of goods and services in various sectors of the economy is being implemented, this question is relevant and requires clarification. What you need to know beginners about participation in tenders, what kind of documentation in this case will need, what positive and negative moments Carries a similar procedure.
The word "tender" translated into Russian means "offer". However, before proceeding with the listing existing species These "proposals" need to clarify some details. In the legislative base of our country, the term "tender" is absent, the terms "Bidding", "Competition", "Auction" are used instead. Nevertheless, the Word came in business circles.
The tender is an event, during which the fulfillment of free competition is made by the selection of performers in order to purchase goods, services or works.
The peculiarity of all types of tapedore selections is that such events contribute to the conclusion of the contract for attractive conditions for the customer and the Contractor.
Table: Legislative base regulating the procedure for participation in tenders of state procurement and electronic trading
| Name of the Law or Code | Characteristic |
| Civil Code of the Russian Federation | Civil Code of the Russian Federation in Art. 448 regulates the organization and procedure for holding all types of bidding (with the exception of those in which state and municipal authorities are involved). |
| FZ No. 44-FZ "On contract system in the sphere of procurement of goods, works, services for providing state and municipal needs | This law regulates the organization and conduct of tenders in which the Customer are state and municipal authorities. |
| FZ № 223-ФЗ "On the procurement of goods, works, services separate species legal entities" | Regulates the procedure for conducting tenders for state corporations and companies, subjects of natural monopolies, state and municipal unitary enterprises, autonomous institutions, economic and subsidiaries, in the authorized capital of which the share of the Russian Federation or the subject of the Russian Federation in the aggregate exceeds 50%. |
The type of tender depends on the following factors:
- from the purpose of holding (tenders for sale and tenders for procurement);
- from the nature of the procedure conducted (competition, two-stage competition, auction, request for proposals, request quotes, competitive negotiations);
- from the form of holding (open and closed tenders);
- from the category of the customer (state and commercial tenders, procurement with certain legal entities);
- from the type of documentation used (competitions are carried out on paper and in electronic form).
Table: specificity of the main types of tenders
| Types of tenders | Features of the procedure |
| For sale and purchases | The view of the competition depends on the purpose of the organizer, that is, he intends to buy or implement anything. Thus, the participants of this procedure have opposite intentions (one side is the seller, the other - the buyer). |
| The specifics of this classification is as follows:
|
| Open and closed | An open form gives a chance to take part in all interested. If the tender is closed, then invitations are sent only to a certain number of participants. The grounds for conducting a closed tender:
Stopping your choice in favor of one of these forms of the tender, the customer should not go against legislative standards. |
| Public and commercial, procurement with certain legal entities | Features of this classification are as follows:
|
| Competitions in electronic form or on paper | Regardless of which the form is carried out in the tender, the organizers introduce special methods for controlling all incoming information (the use of EDS on the electronic platform, etc.). The conditions for participation in the tender in both electronic form and with the personal presence of the participant at an event with a paper package of documents are announced by the customer themselves. It should be borne in mind that they are united for each artist. |
Each of the listed tenders is organized by its rules. The determining factor when choosing a method, what the performer will be installed is the will of the customer.
Participation in state procurement is becoming increasingly popular. Large companies, small and medium business, individual entrepreneurs, individuals become suppliers of state procurement. The Customer and Suppliers participate in public proverbs. The customer is the federal and municipal institution that purchases goods, work or services for its needs allocated from the state budget. The supplier can be done by winning the tender. The tender is an electronic procedure for choosing a supplier of goods (services) or a performer. From the suppliers admitted to the procedure, one who will offer the smallest price will defeat.
Tenders came to the Russian practice of state procurement and municipal procurement From world trade where clear rules and procedures have been developed. As competitive procedures, tenders are convenient to the state to control budget funds. They allow officials to report to the state why a particular supplier of goods or services was chosen. The tenders system was conceived in order to eliminate the conspiracy of the customer and the supplier and provide competitive environment - The basis of market relations.
What benefits does the supplier get? The winner of the tender acquires an order with the guaranteed amount of payment. To win the tender means becoming a leader in its market segment, to ensure a steady increase in the company. Participation and victory in the tender for manufacturers and suppliers is an impulse to further business development, because the company receives an impressive order for its products, which can be calculated by several millions of rubles.
Public procures are held in accordance with Federal law No. 44-FZ. State corporations, subjects of natural monopolies, household societies, with state participation in the amount of more than 50%, as well as some other organizations, are required to produce procurement in accordance with Federal Law No. 223-FZ. These purchases are also ranked towards the category of state, sometimes they are called corporate procurement.
All purchases in accordance with the laws 44-FZ and 223-FZ are published in an open unified information system (EIS).
Instructions for supplier
How to prepare
A package of documents for participation in public procurement is formed approximately within 20 days. The period allotted for feeding applications is also less. To prepare, it is better to develop an action plan in advance to participate in procurement, establish the timing of their holding and a circle of responsible persons. To understand the question will help the study of the documentation of several interested procurement, published in an open unified information system (EIS).
Step 1. Study 44-FZ
Let's just say - 44-ФЗ light for study by law will not call, and still it is necessary to make efforts and carefully examine the prescribed 44-FZ procedure for choosing a supplier - this is a kind of algorithm that, in what time frames and how it is necessary to make a participant in the state procurement.
Step 2. Selecting the electronic platform
It is necessary to choose an electronic platform for participation in an electronic auction of 8 electronic trading floors selected by the Government of the Russian Federation for electronic auctions. To six employees for today, electronic platform operators will be added from October 1, 2018. Electronic platforms "TEK - bargaining" and "GPB electronic trading platform". The list of electronic sites includes the following:
1. Agency "Agency for State Orders of the Republic of Tatarstan";
2.Ao "single electronic trading platform";
3.Ao "Russian Auction House";
4.Ao "TEK - bargaining";
5.Ao "Electronic Trading Systems";
6. From "Sberbank - an automated bidding system";
7.OOO "RTS - Tender"; LLC "Electronic Trading Platform GPB";
8. The "Automated System of Trading System of the State Defense Order" is a special platform for state order.
Step 3. Obtaining an electronically digital signature
Electronic digital signature Allows you to assign electronic document Legal status, equivalent legal status A regular document on which the signature of the authorized person is standing and the organization of the organization.
The procedure for obtaining an electron-digital signature (EDS) is carried out in one of the authorized certifying centers included in the confidence space area of \u200b\u200bthe selected platform. It takes from 2 to 5 business days. The list of certifying centers can be found on the site selected electronic platform. In the office of the Certification Center, it will be necessary to receive a certificate, so the selection must be made in favor of the nearby certifying center.
EP certificates obtained in authorized certifying centers are suitable for use on all electronic trading areas selected for electronic auctions for state and municipal needs, as well as on sites working under Law No. 223 of the FZ on the procurement of state corporations and natural monopolies.
You can contact the call-center of the Association of Electronic Shopping Spaces to search for the nearest EDS issue.
To do this, you need to fill out a registration card or call the federal multichannel telephone 8-800-2000-100.
Step 4. Preparation of documents
The participant sends the OPER operator information specified in Part 2 of Art. 61 44-FZ, namely:
For individuals: a statement that is formed in in electronic format; 1-20 pages of passport (for individuals only); E-mail address.
Individual entrepreneurs Additionally, this is provided: a copy of the statement from one state registry (it should be obtained no earlier than 6 months before the request of the request); INN; Power of attorney for registration and implementation, if other person acts on behalf of the procurement participant.
For legal entity In addition to all previous paragraphs: copies of constituent documents (charter or contract, depending on the legal form); copies of documents confirming the powers of the person (a decision on the appointment of the head for the position); The decision to approve and make transactions indicating its maximum amount.
The necessary documents must be translated into electronic format (scanned). The platforms establish certain requirements for them: up to 12 megabytes; Valid formats -.doc, .docx, .pdf, .txt, .rtf, .zip, .rar, XLS, XLSX, XPS, JPEG ,.jpg, .gif, .png.
Step 5. Installing the necessary software
Installation can be performed both by its own and the forces of the certification center specialists.
To successfully pass the registration procedure, you must configure personal Computer. The setup algorithm is simple:
1. Installation browser Internet Explorer. 11 or higher.
2. Forget and run a program to configure correct operation on ETP.
3. Set any of the cryptoproders: crypto-pro 3.6 or higher, Lissi 1.3.6, signal-com.
4. Install an electronic signature certificate that the Certification Center issued to you upon receipt of the EDS.
5. Set up the EDS.
Step 6. Accreditation on ETP
The accreditation process on the ETP is free if there is a certificate of EDS obtained in an accredited certificate center. If the supplier is seriously intended to earn in state contracts, it is advisable to accredit on all ETP. This is due to the fact that the purchases are not duplicated. The auction can be carried out only on some kind of platform. To submit applications for participation in procurement, you need to get admission specifically to the ETP on which it is held.
The term of consideration of the application for accreditation is no more than five working days. When the electronic platform is adopted, the decisions on the refusal to accreditation is a participant in the placement of the order, after eliminating the specified comments, has the right to re-send an application for accreditation. Accreditation is provided for three years.
Step 7. Search for auction and submission of the application
Purchases of No. 44-FZ are posted on our website. With the help of the "Advanced Search" service, you can find tenders for these criteria as a region of deliveries, the initial price range of the application, the name of the customer. It is important to carefully examine the requirements of the procurement documentation and correctly apply.
Step 8. Making Property
Making a contract for the contract system (Article 44 No. 44-FZ) obliges the Customer to set the amount of request for applications during auctions. These funds confirm the seriousness of the intention to participate in the procedure and conclude a contract. The participant lists them to its personal account, which opens at the same time with accreditation on electronic trading platform (ETP).
Providing applications has become less. And in procurement up to 1 million rubles. It may not be at all. Purchases more expensive provision of applications will be:
From 0.5 to 1%, if NMC is from 1 million to 20 million rubles,
. from 0.5 to 5%, if NMC is from 20 million rubles,
. 2%, if the NMC is from 20 million and there are preferences for the WIS and organizations of persons with disabilities.
Thus, it is necessary to have the desired amount on the site for participation in the trading. At the time of sending a proposal, the amount of the provision is blocked. However, this does not mean that you can only participate in one procedure. The participant itself decides how much money is in his account. And only their total volume limits the number of auctions to which suggestions can be submitted. The main thing is to have enough money to ensure each. Please note that the amount is blocked, but not spent. The ability to use locked money is renewed when the proposal is reviewed, refusal to admit to participate in procurement, after summing up.
Only 173 banks can issue guarantees for state procurement. The website of the Ministry of Finance published an updated list of banks, which have the right to issue bank guarantees to provide applications and execution of contracts for 44-ФЗ.
Step 9. Electronic trading procedure
The duration of this stage can continue from a few minutes to 48 hours. Each participant must provide in advance to provide an approximate value of its services or goods to which he is ready to bargain.
Step 10. Signing the Contract
The participant becomes the winner of the auction, who has submitted a proposal that meets the requirements of the competitive documentation and offered the best conditions.
Step 11. Acceptance of the contract execution
The acceptance of the execution of a contract for 44-FZ is carried out according to the rules and timing specified in the contract (clause 13 of article 34,44-ФЗ). Now customers are obliged to attract external experts to the acceptance of goods or works under the contract concluded in accordance with paragraph 25.1-25.3 part 1 of Art. 93 44-FZ. If you have become the winner of such purchases, be careful and follow all the terms of the contract. To the trifles that the Customer may not pay attention to take the right product to take faster, the external commission can express their refusal. According to the results, the acceptance act is signed or a motivated refusal is drawn up.
What advice will make a newcomer who wants to participate in tenders?
1. develop the production of in demand, socially significant goods;
2. Start preparing for participation in tenders through the study of state procurement legislation;
3. Improve your technical preparation for work on electronic trading;
4. Prepare financial support for participation in public procurement;
5. Carefully learn the competitive documentation of customer companies;
6. Proceed the necessary documents correctly.
As in other service business, the ultimate efficiency of working with the advertising agency for the client is determined not so much by the absolute value of the services, how much the ability of the agency qualitatively solve the task set before him. It should be borne in mind that the cost of agencies with comparable quality of work is approximately the same. Therefore, it is better that advertising-service tenders are not in order to search for the most "cheap" sentences, and to select agency that can solve the business problem as much as possible to solve the customer. Oblosts in the positioning of the product, creative strategy, media planning can be applied to the company incomparable more damage than the amount saved by receiving additional discounts and cutting the Agency Commission. The following criteria for the choice of advertising agencies must be taken into account:
- Professionalism of the agency (confirmed by professional merit and awards).
- Understanding the client's business.
- Knowledge of the corresponding market segment and consumers.
- Creative potential of the agency.
- Quality of service.
- "History of achievements" of the agency in the Russian market.
In connection with the mutual interest of the advertiser and advertising agency It is necessary to determine the clear and fair rules for the tender. This document It was developed on the basis of the analysis of such recommendations operating in the most developed Western advertising markets, as well as the experience of the work of the largest Russian advertising agencies and advertisers. Following the principles set out below will undoubtedly lead to streamlining and improving the effectiveness of the relationship between advertisers and advertising agencies.
Stages of the selection of agencies
Tender can be held in 2 stages: the creation of a short sheet and the choice of agency on the basis of proposals and in one stage, when there is no short list (a list of agencies with whom the advertiser has already been a business relationship)
1. Preliminary selection
Participation in a particular tender is for any advertising agency primarily a business solution based on cost analysis, risks and possible profits. Therefore, in order to avoid possible misunderstandings, it is extremely important that all potential participants in the tender will still receive the same reasonable amount of information on the procedure and conditions for its conduct.
At the preliminary stage of the selection of agencies, the advertiser is advisable:
1. Determine which type of service it is necessary:
3. According to the type of services provided by the Agency: Strategic Planning Services and Communication Services; branding services; Services in development advertising materials (creative services); services for planning and placement of advertising in the media; services for the implementation of BTL-shares and event Marketing; Full service cycle, including development and placement advertising campaign etc.;
4. According to the degree of specialization: specialized agencies or full cycle agencies;
5. Decide S. necessary quantity agencies satisfying the specified criteria;
6. Collect information about selected agencies
7. Send selected agencies an invitation to conduct a presentation of the Agency (Credentials Presentation). Domestic and international experience shows that the presentation makes sense to invite 5-7 agencies.
The usual practice is the creation of a tender committee (commission) in one form or another. The composition of his participants should include all those who actually participate in deciding on the choice of an advertising agency and should not include other representatives of the customer. Compliance with this condition guarantees an objective choice of a better proposal that meets the objectives and objectives of the planned advertising campaign. It must be borne in mind that for individual highly specialized directions (BTL, for example, the tender committee may not be created.
Even before the announcement of the tender, all members of the Committee must be familiar with the full package of documents offered to potential participants, including the tender assignment, and express their consent to it. Otherwise, the situation is possible when some members of the Committee will have a special opinion about the tasks advertising companyAs a result, the work of the tender participants will be deliberately inappropriate expectations.
Members of the Tender Committee should also agree with the procedure and criteria for selecting winners, uniform for all participants in the tender.
2. The first stage of the tender. Presentations of agencies.
Presentation of the Agency - this is the best way To get information about the agency from the original source, to understand the agency's philosophy and get acquainted with his managers (the presence of mutual understanding and personal contact with the agency employees is extremely important for subsequent collaboration!). Preparation of such a presentation may take the agency from 5 to 10 days.
According to the results of meetings with the agencies and analyzing the collected information, it is advisable to select 2-3 agencies that pass into the second stage of the tender.
In relation to all participants in the process, complete internal publicity is required:
- the main planned terms of the contract, including the term, the territory of action, the scope of work and other conditions that may affect the formation of the price proposal;
- all participants in the first stage should be informed about the selection criteria;
- all participants in the first stage should be informed about the results of the selection;
- agencies held in the second stage should be sent to the list of participants in the second stage and its task, as well as the term and form of provision of proposals;
- in case of change in the participants, the emergence of additional contestants, be sure to notify all participants;
- it is very important to identify and promulgate the principles and methods of remuneration of participants and the winners of the tender.
Perhaps the second stage of the tender to make a paid and declare this at the stage of inviting agencies to the tender. During the tender, the participating agency carry quite large resource costs and direct financial expenses. This is especially true of the second stage of the tender, which involves the preparation of the main presentation and associated passing costs. The company, ready to take on covering a small part of the expenses participating in the second stage of the agencies, demonstrates the seriousness of its approaches to the selection of a partner, stimulates the agencies to even better and creative preparation of the tender supply, and also contributes to the improvement of the overall climate of the advertising industry as a whole. Recommended compensation size - 100000 - 200000 p. The amount of compensation should be equal to all tender participating agencies.
3. The second stage of the tender
At the second stage, the tender from the agencies requires a detailed proposal to solve the client's marketing tasks.
For successful holding The second stage of the tender must be considered the following points:
- the quality of the preparation of proposals directly depends on the quality of the task formulation (drawing up a task for tender (BRIEF), which must be signed by an authorized person involved in the decision-making process on the trend conducted.);
- all agencies should be delivered to the same conditions (the timing of obtaining tasks, the initial data, the timing of the provision of works, etc.) otherwise, the tender is considered not relevant to the rules of AKAR;
- depending on the task set in the brief, the term may vary. If the development of strategy and creativity is needed, then the preparation time may take 3-6 weeks. If this is a proposal for the mechanics of the event, the time of preparation can be reduced to 7 business days. Advertisers are encouraged to adhere to these deadlines when planning the second stage of the tender, since fewer time can significantly reduce the quality of the development agencies;
- the main task of the tender is to choose the best offer that is as applied to initial stage goals. The agency submitted this offer is the winner of the tender. In order to maximally and accurately determine the potential of the participating agencies, at the initial stage, minimize the costs of creating and considering irrelevant proposals from both the Agency and by the advertiser, it is necessary to pay great attention to the preparation of the task of the tender. The more accurate, concrete and complete is the task of a tender, the more qualitative, thoughtful and relevant proposals delivered to the tasks can be calculated. The task for the tender should be made in such a way that the agencies can most fully reveal their capabilities. To do this, it makes sense to expose one or two most important tasks for this period. Also at the design stage of the task, the attention of the hierarchy of the tasks facing the company's marketing department should be given, and to task the development of precisely strategic components of the upcoming campaign.
Association Communication agencies Russia reserves the right in the interests of all participants in the advertising community to inform the members of the AKAR on the cases of the unscrupulous behavior of the client, both during and after the tender.
In relation to tender assignments to the development of creative concepts and promotional materials on a project basis, the following should be considered:
- the parties must approve the budget and the deadlines for the project;
- it is necessary to provide compensation to the advertiser's costs of an advertising agency;
- the amount of compensation is the same for all participating agencies, is established in advance.
Upon receipt of the conditions for holding the second stage of the tender, the agencies must confirm their consent to participate in it and sign a bilateral agreement with the client on compliance with confidentiality and copyright (see paragraph 4).
Before presenting the presentation, the agency and advertiser should agree with each other with the maximum time allotted for a presentation, as well as the composition of the presentation participants on both sides. It is extremely important to participate in the presentation of the top managers of the company-advertiser who make final decisions in marketing and advertising issues.
4. Announcement of results
All the agencies who participated in the second stage of the tender should be informed in writing results within 7-10 business days after the last presentation.
The result of the tender can be: identifying the winner, lack of a winner, continued tender on additional conditions.
The losers are required, in accordance with the agreement, return the materials provided in the advertiser, and the advertiser is to return the presentations to the agencies. In order to establish an atmosphere of mutual confidence in the market, as well as saving good relationships Between all the participants of the tender in the future, the advertiser is recommended to indicate in the letter company (s) who won (IE) in the tender, as well as the reasons for which preference was given to exactly another agency.
Tender Test Requirements (BRIEF)
Based on the traditions of business document management, agency, when working with a client, a number of standard documents use a number of standard documents. An important type of documentation of the agency is the task (BRIEF), which is used to set the task agency as a whole or its divisions (Media Brief - Task on the development of media protection or media campaigns, Creative Brief is a task to develop creative strategy and promotional materials, etc. ). It is advisable to submit a task to the Agency in the format familiar to marketing and advertising, which, in addition to the integrity of the information, contributes to saving time from the advertiser's personnel. The use of more or less standardized forms relieves a number of questions regarding what should be included in the task, and what should not.
The application section provides forms of tasks for several of the most common cases (Creative Brief - Brief for the development of promotional materials, Media Brief - Brief for the development of a media plan, BTL Brief - Brief for the development of BTL communications).
A mandatory component of any task is, in addition to the development of the proposal of the source information, the presence of clearly defined criteria (qualitative or quantitative) assessment of the implementation of the tender assignment. In the absence of either the impossibility of applying the score of the proposal assessment system, it is necessary to maximize several high-quality parameters (clarity, compliance of the selected audience, originality, novelty), which will subsequently evaluate the presentations of the participating agencies.
Folded forms should be sent to participating agencies that should be given the opportunity to ask questions if they appear. The person responsible for holding a tender from the Client should provide answers from the relevant customer services (marketing, sales service, etc.) if the question goes beyond the competence of the responsible person.
Compliance with copyright and confidentiality when conducting tenders
In order for all participants in the tender, as well as the Customer to have a common understanding of the procedure and key conditions of the tender, it is recommended that the conclusion of special agreements for participation in the tender governing such moments as timelines, the amount of task, remuneration, potential terms of the contract for the tender, author rights, etc.
The recommendations and ideas used by the Agency in the preparation of the presentation are its property and are protected by copyright. The advertiser has no right to use the idea and development of the loser agencies in its further work.
On the other hand, the agency that the fundamental elements of the technical, marketing and commercial strategies of the advertiser should consider them strictly confidential and not to use them for other projects or customers, even if this agency is not selected by the advertiser.
In order to simplify the exchange procedure confidential informationBefore the second stage of the tender between the agency and the advertiser, a bilateral confidentiality agreement, enshrining the main provisions and rights on the use of information on fundamental elements of technical, marketing and commercial advertiser strategies during the preparation of the proposal. The same document may contain provisions regulating and fixing further non-use by the advertiser of ideas and developments of the Agency in the event of its loss in the tender.
The Association of Communication Agencies of Russia recommends providing complete and accurate legal support for all tender processes, because This avoids controversial situations, both in the process and at the end of the tender. The optimal form for this is the full-fledged tender agreement, which is legal documentrequired for both parties.
Term of contracting, frequency of tenders
Concluded after summing up the tender contract it is advisable to do for a long period, the recommended term is at least 2-3 years. This will enable the client to truly integrate the Agency with its marketing structure, and, it means to achieve effective collaboration. Too frequent tenders leads to the fact that the client, the agency "live" by short-term goals, lose a strategic understanding of business tasks and solutions.
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