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Advertising

A manufacturer in a market economy, with the help of advertising and other sales promotion techniques, 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 of business communications. The types of business communication are very different. This includes: conferences, exhibitions, seminars, presentations, press conferences, interviews, round tables, business lunches, negotiations. But the most basic type of communication is advertising.

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

Advertising is considered any appeal of the manufacturer, the seller or their representatives to a potential consumer-buyer. In the mid-1990s, the US advertising market was estimated at $ 250 billion a year (it has tripled over the past 10 years); in France at 30; billions of dollars (trebled over 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% in comparison with 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, outdoor advertising about 80 million dollars ("Advertising business" by EA Utkin). In the 2000s and 2010s, these values increased many times.

There are different types of advertising messages: informational, reminiscent, image. You can also highlight social advertising that addresses universal human values (preservation of the environment, health, etc.). Information advertising brings to the attention of the consumer information about the manufacturer, the product and its qualities, methods of purchasing the product or obtaining additional information. The ultimate goal of information advertising is to create or increase sales of products.

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

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

An important place is occupied by advertising on television. The disadvantages of advertising on television are that information is poorly remembered, and the abundance of ad units annoys consumers, and this reduces the effectiveness of television advertising. Radio lags far behind television.

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

Outdoor advertising plays an important role: posters, stands, billboards, scoreboards, as well as direct-mail (direct mailing of advertising materials).

Point of sale advertising (POP) occupies an intermediate position between advertising in the media and sales promotion, which accounts for an average of 5% of the marketing budget of the firm. It covers: information activities of the store itself (posters, posters, panels, videotapes, radio announcements), techniques used by the manufacturer (racks, stands, video systems, carts, odors), joint events between manufacturers and sellers (personnel uniforms, expositions, containers, bags, etc. 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 associated administrative costs (salaries of employees of the advertising department or consultants' fees). In accordance with another approach, a single marketing budget is formed, which includes research costs (on average about 15% of total costs), 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 - costs for public relations.

Distribution channel (sales) - a set of ways to promote goods from manufacturer to consumer. Types of distribution channels for goods:

Producer -> consumer. This channel represents the direct, direct sale of goods by the manufacturer to the end consumer. For example, a private bakery sells its bread in its own store.
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.
Manufacturer -> wholesaler -> retailer -> consumer. This distribution channel is suitable for selling household appliances.
Manufacturer -> 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.

The choice of a distribution channel depends on the following factors: the number of points of sale of goods, distribution costs, the degree of control over the movement of goods through the channels. Distribution channels of goods:

Transport

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

Transportation costs of products represent a significant portion of the total distribution costs. 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 minimum costs. Transportation can have a significant impact on the sales of goods. The faster a firm delivers its goods, the more advantage it will get over its competitors.

The following types of transport are distinguished:

Freight, automobile. This type is used most often. 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 "door-to-door". The disadvantage is the inefficiency of transporting heavy and bulky commodities such as metal or coal.
Railway transport. This type of transport is characterized by the ability to transport heavier and more varied cargo. But the disadvantage is that it is impossible to deliver goods exactly to the consumer by rail.
Water transport. This is the cheapest form of transport. This type is mainly used to deliver goods such as oil, coal, ore, cotton and timber. The disadvantage is that the ships are slow and the voyages are not frequent. It can also be accompanied by unnecessary costs associated with the delivery of goods to the port, with damage to goods.
Air Transport. This is the fastest mode of transport. The disadvantage is the limitation on the size and weight of the cargo. Also, airports are located in certain places, flights depend on weather conditions.
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, gas emissions, deforestation for road construction, pollution of oceans and seas as a result of damage to tankers carrying oil, etc.

I. Introduction.

“How to bring a product to the market

II. Modern methods of product promotion

2.1. Internet as a virtual market for goods and services

2.2 Exhibition is one of the methods of promoting goods

2.3. A strong brand name is the main competitive tool

2.4. Franchising

2.5. Telemarketing

2.6. Merchandising is the art of trading

2.8. Business success - market success

III. Methods of product promotion used at the enterprise LLC "LMZ-STEMA"

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 services to a market in which there are many similar goods or services of domestic competitors, as well as imported ones, is costly, time-consuming and difficult for many companies. And marketing services use various methods of marketing communications in their activities in order to promote the products of enterprises to modern markets.

Marketing communications Is the constant management of the promotion of its activities to the consumer and clients in order to:

1. Inform prospective consumers about your product, services, sales conditions;

2. Convince prospective consumers to give preference to these particular goods and brands, to make purchases in certain stores, and so on;

3. Motivate prospective customers to act without delaying the purchase for the future.

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

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 the modern promotion methods used in modern market conditions, as well as the methods of promoting enameled tableware produced in LLC LMZ-STEMA, JSC AK LMZ

II. Modern methods of product promotion.

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

The Internet is the 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 impact of the Internet on modern society, including marketing, cannot be overemphasized. As the fastest growing technology, the Internet is revolutionizing established marketing practices, and new horizons are opening up for marketers. Internet marketing is on average a quarter cheaper than using existing forms and methods. Combining the functions of a mass communication medium, a means of interpersonal communication, a tool for financial transactions and, in part, a distribution channel, the Internet is attracting more and more users from all over the world, who 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 will reach 60 million by the end of 2003 - 21 million more than 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 disseminating information, including commercial information. But the availability of the Internet is more limited than traditional communications. The Internet is a collection of web sites that are created by various companies to provide access to these sites for multiple Internet users. Companies can create on the Internet both virtual stores, functionally no different from ordinary ones, and representative sites of an advertising and information 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 expensive. In the United States, direct costs associated with holding traditional fairs exceeded $ 53 billion annually. Over 80% of the total costs of a company's participation in such a fair are related to the venue, which includes the rental of the fairground, the services of the organizers, the arrangement of its pavilion and its day-to-day maintenance, the opening hours and travel expenses of its own employees, as well as travel expenses. Given these circumstances, in developed countries, firms give preference to Internet fairs and this direction has gained great popularity. Now, in our country, enterprises and entrepreneurs have the opportunity to participate in Internet fairs. The MITS portal is one of the most visited in Russia - over 1 million visits per year. Therefore, participation in the All-Russian Internet Fairs is becoming very important. In addition, MITS is additionally conducting an advertising campaign, which undoubtedly increases interest in this project. Thus, the participants of these fairs get a real chance of expanding 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 electronic form 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 is equivalent to a handwritten signature in a paper document certified by a seal. In MITS, funds certified by the FAPSI are used for cryptographic protection, including for electronic digital signatures. In addition, MITS has the corresponding licenses of the Federal Agency for Civil Engineering and Information Technologies.

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 booth decoration;

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

No travel expenses;

Possibility of permanent participation in the fair;

Greater opportunity to provide information about the company and products;

Reaching a much larger audience of buyers and participants;

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

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

The ability to conclude a transaction in electronic form, signing with an electronic digital signature in just a few minutes;

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

The ability to optimize the transportation of goods using the capabilities of the logistics service, etc.

Traditional fairs allow potential consumers to explore a wide range of potential sellers and their products in a relatively short period of time. This is achieved through the fact that private traders come together in one place and at the same time. Internet fairs extend 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 in the fair and place his virtual stand (for a period of 1 year), the client must pay $ 300. That is, excluding discounts, and at the same time the client receives a personal electronic digital signature.

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

2.2. Exhibition is one of the methods of promoting goods.

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

The fair is a large exhibition where manufacturers of various products in a given industry sector present their products to buyers as well as other representatives of the industry. Trade shows and other special events are especially good for meeting the public relations challenges of creating a good relationship with the company and providing the public with information. An ideal exhibition should be colorful, entertaining 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 are inaugurated and may include museum pieces, historical displays, prototypes of new products such as new cars, model buildings and other structures.

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

Exhibitions allow you to show products to your target audience, create trade preconditions for subsequent contacts with the help of sales personnel, help to obtain a large amount of information about competitors and help to establish relationships. The atmosphere of such events tends to be relaxed; free goods are distributed, and many business parties are organized. In an environment where all companies are trying to give a clear idea of their products to potential customers, competitors can easily compare quality, features, prices and technologies.

Booth design and training of booth 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 a jeep simulator at car shows to increase visitor traffic and showcase the impressive design features of its all-terrain vehicles. The booths are usually staffed by the best sales representatives of the company, who maintain personal contact with senior executives from the various intermediary agencies. It is important that trade fair costs are lower than advertising costs or personal calls to close deals.

To gain attention, exhibitions must rely on multiple media such as print ads and direct mail. Souvenirs are also widely used - before, during and after the exhibition to attract potential buyers, increase the level of visibility and recall of the company, as well as increase the willingness of invitees to do business with it. Here, correct pre-marketing is especially important and serves as a guarantee of the success of the exhibition. Research has shown that a pre-exhibition incentive gift can nearly triple the attendance of an exhibition, just like an up-front invitation. Creative contests, for example, drawing contests with interesting prizes, also stimulate the attendance of the stand. Pre-post mailing prior to the exhibition may, in conjunction with a competition, encourage people to linger at the booth.

2.3. A strong brand name is the main competitive tool.

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. Manufacturing highly competitive products, enterprises use price as the main tool in the struggle for a place in the market. The goods are sold at the lowest possible price and are intended for a group of price-oriented buyers who purchase the 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 from year to year. Making attempts 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 company finds itself in a situation that it cannot control - as soon as a strong manufacturer appears, the product very quickly loses the conquered 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 instrument of competition in modern markets.

Trademark Is a combination of a trademark (the name of a product and its visual performance) and a range of associations that arise from a consumer when a given product is mentioned. Building and maintaining a positive image of a product in the consumer's mind, i.e. creating a successful brand, allows manufacturers to solve four main tasks:

Compete and hold a strong competitive position in relation to other manufacturers in your region;
To enter other regions with our products and successfully compete with 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 turnover of Russia is sold only in the Moscow market;
Sell products with a higher level of profit by positioning the product in a higher price segment.

Today, many companies have already understood the need to create their own brands, but very few of them represent 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 retail chains of such regions is, firstly, a well-thought-out system of names and packaging, secondly, high-quality packaging and, thirdly, systematic advertising support for the goods. Sporadic advertising "blowouts" do not bring long-term results, since the effect of advertising will fade away very quickly. One, even a very successful, advertising campaign in highly competitive markets will be able to ensure a successful launch of a product on the market, but it 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 introducing a product to the market. When a commodity producer tries to manage on his own, it is almost always visible to the naked eye and can be compared to the appearance of a home-made car on the streets among mass-produced cars. Poor quality of design and packaging, unprofessionally developed, sometimes funny names - all this does not inspire confidence of the buyer in the brand. In today's competitive markets, the consumer no longer perceives the product according to its intrinsic merits. Efforts must be made to convince the consumer to try it. Producers who quickly grasp this have achieved notable 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 throughout Russia and sell it with a significantly greater share of profit compared to unmarked goods without a trademark.

Today we are witnessing a turn in the public consciousness 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, the consumer preferences of Russians are formed under the influence of conscious patriotism and 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 counterparts, the approach to working with a trademark has changed. The word brand is often identified with “trademark,” although brand is a broader term that encompasses other, broader concepts.

Trademark Is a name, term, symbol or special sign that identifies the goods or services of one seller from the goods or services of another. Trademark - the proper name of the product, it is indicated on the packaging.

Trademark Is an officially registered trademark.

Brand Is not just a registered trade mark, it is a successful, popular trade mark with a stable circle of loyal consumers. The popularity of a brand means that it is known and used 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 resolving disputes over trademarks in Russia is just being tested. An important problem is the possibility of removing from competitors who produce the same name product.

So what should a good brand do? She must:

to emphasize the characteristics of the product - its benefits, properties, use, action, result of application;
be easy to pronounce, write, memorize;
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 advisable is it to create trademarks if it increases the costs of packaging, labeling, advertising, legal protection, and the risk of not satisfying the consumer rather increases? The trademark gives the seller several advantages:

It simplifies the process of ordering and product delivery. Thus, Anheuser-Busch receives a specific order for one hundred cases of Michelob beer in 0.33 liter bottles, not a request for "something from your best beer." Moreover, the seller will easily correct the mistake if he did not fulfill the order correctly, or deal with the validity of complaints about the low quality of the product;

The trade name and mark provide legal protection for the unique qualities of products that competitors might otherwise copy with impunity;

Trademarks give the seller the opportunity to attract a sufficient number of buyers. Loyalty to the brand provides the seller with a certain protection from competitors and increases the degree of his control over the process of planning marketing programs;

Brands help the seller to clearly segment the market. Rather than selling one brand of laundry detergent, P&G can offer 8 brands of detergent that target specific market segments seeking different benefits;

Strong brands help to strengthen the corporate image, facilitate the introduction of new brands, and ensure the acceptance of distributors and consumers.

It is clear that distributors prefer to work with manufacturers' brands that facilitate product handling, guarantee a certain quality standard, enhance customer preferences, and make it easier to identify suppliers. Consumers expect brands to help them identify quality differences and improve their shopping experience.

2.4. Franchising.

Franchising (from the French franchir - the right to freedom to carry out any activity) was invented in medieval England. The monarchs of foggy Albion had a very widespread tradition to grant the nobility the right to collect taxes, hold fairs, organize bazaars and participate in other equally profitable enterprises. In return for the monarch's favor, the subjects were obliged to give part of the proceeds. Today, franchising is a business organization in which a brand owner (franchisor) transfers to an entrepreneur or company (franchisee) the right to sell a product or services under his brand name. Usually, along with the brand, the franchisee is provided with a technology for selling goods or services. In return, the franchisee undertakes to work according to predetermined laws and business rules set by the franchisor. In 1851, the sewing machine manufacturer Singer began trading through financially independent firms that received exclusive rights to sell and service sewing machines in a specific area. In 1898, a similar system was developed by General Motors. Under contracts concluded by the company with dealers, the latter were not allowed to sell cars from other manufacturers. Moreover, dealers had to invest their own money in service and advertising. Coca-Cola, Pepsi, and 7-UP went even further. They started using franchising in manufacturing. Regional partners of the non-alcoholic monsters bought concentrate, branded bottles and dispensed drinks on the spot. It was much more convenient than transporting bottled liquid from one end of the country to the other. The system is still in effect. In the 1930s, franchising was first used in the petroleum product 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, fast food cafes and beauty salons, repair shops and health centers, entertainment clubs and travel agencies are opening. In total, according to the International Franchising Association, 70 types of activities are subject to licensing. Today, franchising is actively used by more than forty largest companies. In the United States 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 due to the fact that it is beneficial for both franchisors and franchisees. Franchisors are interested in the technology because it brings money for business development: franchisees pay an initial fee, deduct periodic payments (royalties), pay for additional services, and also contribute to an increase in the franchisor's turnover if they sell the products they distribute. Another plus of franchising for a brand-holder company is to increase brand awareness. Plus, franchising can help you save money on marketing. Franchisees get technology that works and makes money, a brand known to customers. In the largest Russian consumer electronics network "Eldorado", numbering 320 outlets in 206 cities of the country, the introduction of franchising has contributed to an increase in the network's coverage and turnover. The decision to open franchise stores was made at 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 them. Under the terms of the franchise agreement, the franchisee buys household appliances and electronics from Eldorado at cost. The franchisor earns on the royalties that each franchisee is obliged to pay - 25% from the difference between the purchase and sale prices, or 5% from the turnover in purchase prices. The terms of the contract turned out to be quite acceptable. In two years, the franchisee increased the network by 125 stores. Franchisee 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 for life, and a year after the conclusion of the contract, he was able to increase the area of the trading floor - up to 120 sq. m. - and equip a warehouse.

Franchising is less risky than a traditional business model. Only 14% of American franchising firms cease to operate within 5 years. For comparison, the market average for the bankruptcy rate is much higher than 65%.

However, franchising has its drawbacks. Franchisees are virtually independent from business owners. It is difficult for the franchisor to track the transactions concluded by the franchisee that may harm his business. And, having tracked, he cannot immediately break off the relationship. 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 owner has to put up with the fact that his brand is being harmed. McDonald's, one of the world's largest franchise chains, did not dare to launch a similar project in Russia. The fears for your brand are so great. The main disadvantages of working under a franchisee's license are that the franchise agreement significantly limits his freedom. The company must operate according to strict technology, on a fixed territory. A step to the left, a step to the right are interpreted as an attempt to escape, a jump in place is an attempt to fly away.

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

In Russia, the emergence 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 “Econika”, fast food outlets “Rostik, s”, “Teremok - Russian Bliny”, “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. First, Russian legislation does not contain the concept of "franchising". The use of the concept of "commercial concession" significantly complicates the transfer of intellectual property. Second, Russian poverty is hindering the expansion of franchising. To work under a license, start-up 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 franchisee subsidies reach 80%. In Russia, most licensed projects do not provide for obtaining soft loans. The implication is that businessmen must have their own money. Thirdly, many franchises sold in Russia are not yet ready for mass use. Russian companies sell schemes “raw” according to the technology, while Western companies are not adapted to the Russian specifics. Buying an unproven business is very dangerous. This is once again proved by the history of the Big Boy snack chain, which opened its franchise enterprise in Bangkok several years ago. The locals perceived the place to eat as a new temple. They brought rice and incense to Big Boy's disc - a plump boy with a hamburger in his hands. Big Boy was perceived as an unconventional image of the Buddha.

2.5. Telemarketing.

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

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

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

The client today is a rather stubborn and distrustful creature. Often it is necessary not only to carry out a sale, as such, but also to simply break stereotypes, change a person's opinion of the world around him, smooth over sharp corners and avoid direct insults. And this despite the fact that it all comes down to breaking the client's resistance and convincing him that the products of your company are good in this and that, but competitors will not be able to provide him with all this, even if they want to. Moreover, the offensive takes place on several fronts at once: mailing is done with the company's proposals, an advertising campaign is carried out on a local television channel, stickers are pasted on the porches, potential customers are constantly phoned. However, failures are fairly common. This is explained not only by the wishes 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 distrustful client. Each client should have a special approach. However, there are techniques that are the same for everyone. The client loves to be spoken beautifully, but 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 the person on the other side of the tube, so that the telephone for the client cannot become an instrument of torture, but also to be professionally trained in matters related to the company. To learn how to sell, you need to know what exactly you offer, for this you need, for example, to familiarize yourself 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 the employees determines the face of the company. Telemarketing specialists in companies where this service is established make up the client base. It consists of addresses and phone numbers of potential and current 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 an ordinary representative of society is gradually starting 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, and not express their dissatisfaction with the inappropriate 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, purchase constantly the latest equipment, make workplaces even more comfortable, provide a decent salary and constantly expand the client base. It is on these conditions that telemarketing can develop in Russia to the level of international standards. Especially if these are standards of business communication over the 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 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. Intelligence needs. The main task: to find out what the client needs from what you have. The mastery of telemarketing at this stage lies in the ability to ask the right questions and listen to the client. Basic tool: It is necessary to use the technique of "Closed" and "open" questions and techniques of active listening.

3.Commercial proposal presentation. The main task: to interest the client and make arguments in favor of purchasing the product. The basic rule: speak the language of the client's needs and benefits: present not travel, but sunsets and the smell of the sea.

4. Work with objections. The main task: to remove objections and maintain a positive relationship. The basic rule is to accept the client's point of view, compliment his objections.

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

Telemarketing rules.

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

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

5. The first phrases should be spoken slowly, not pouring a waterfall of information on the client at once - you need to give him time to tune in to the conversation.

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

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

8. For the call to be effective, you need to call at the right time, the right customers with the offers they need.

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

2.6. Merchandising is the art of trading.

The concept of merchandising comes from the English "merchandising" - the art of trading. Simply put, merchandising is a set of activities carried out in the sales area 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 first to use merchandising were the most organized retailers, which were supermarket chains. And they did it not for the producers of goods. It was noticed that by making it easier to find and select a product, turning the process of choosing and buying into an exciting experience and, thus, increasing the time spent by the buyer in the sales area, 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 a part of their marketing strategy. It is believed that the ideas of merchandising were introduced to the Russian market by multinational corporations such as Coca-Cola, Pepsi-Cola, etc. However, the first retailers in Russia began to use merchandising - not supermarkets, but market traders such as: “ Kalinka Stockman "," Global USA ". They specially came to work early in order to arrange the goods, as they said "beautifully" and to attract the attention of buyers. Thanks to the emergence of science, society also acquired a new specialty - merchandiser. The main task of the merchandiser, as a specialist in the promotion of products in retail, is to maintain a positive image of his company, ensure a favorable location of products on store shelves, and monitor their constant availability on sale. He also supplies shops with advertising, presents souvenirs on behalf of the company.

The functions of the merchandiser also include adjusting retail prices for goods: he monitors the competitiveness, advises sellers on the optimal size of trade markups. In order to complete all these tasks, the merchandiser visits all the stores assigned to him at least once a week (on average, five or more points 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 weekly submits a 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 goods, etc. Requirements for candidates for this position, are dictated by nothing more than concern for the image of their company: presentable appearance, sociability, higher or incomplete higher education (they are willing to take students), age from 20 to 30 years, high efficiency, basic knowledge of English, category B driver's license, learning ability.

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

First, it is necessary to organize an effective stock, that is, 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, the products must occupy shelf space according to the level of sales. This is simply necessary in order to avoid the situation of the absence of the best-selling products.

Secondly, the product must be located in the most efficient way. The main (for example, the drinks section) and additional (for example, a rack or display) points of sale must be located in accordance with the flow of customers in the trading floor. In addition, the products should be laid out in such a way that the search for the desired product would be as easy as possible. To do this, you need 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 for which the price is marked 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 customer's space and time to promote a product; it is necessary to arouse interest and even excitement in the customer. At the same time, it is very important to monitor the correct placement of advertising materials. There are several general rules that almost all companies use when setting standards for the placement of their advertising materials. In addition to the fact that they should be located directly near the point of sale of the specified product or along the way to it, and should also be clearly visible to the buyer, they should also be relevant (the materials of a specific advertising campaign are installed at the beginning of the campaign and withdrawn at the end of the campaign). It is always necessary to remember that an advertisement that has been hanging for a long time in the same place 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 a 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 in 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 assortment, the distributor must ensure the constant presence of goods in the retail network at minimal costs, and the retailer must strive to sell the goods of this particular brand, profitable for him. It is important to remember that successful merchandising is possible only with the participation of all three: the manufacturer, the distributor and the seller, that is, effective merchandising is, first of all, the result of joint efforts aimed at "winning" the buyer.

It is clear that one 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 think over methods to stimulate the movement of buyers through the sales area, so that they buy more items than they previously planned. Stimulating promotion activities are external diversity - the placement of commercial equipment, its types, floor level rises, the original floor pattern, inclined transitions, information displays, stained glass windows, lighting, smells, sound background, etc. After all, all merchandising is based on human psychology. Knowledge of the peculiarities of customer psychology also helps to increase the efficiency of product display. Moving along the shelves, customers are less likely to notice the products at the end of each row. This means that on such shelves there should be 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. within the product group). Moreover, it was noticed that in stores with a rich display, goods are sold better. Therefore, sellers should fill and replenish shelves 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 the efficiency of the sale, 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 the shelves, you also need to correctly lay out the goods. Moreover, its layout should be based on 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 seats in the sales area are determined depending on the flow of the buyer, that is, on the path taken by the majority of buyers. Thus, a correctly placed product will always give the manufacturer and the store the maximum benefit. Moreover, you should always remember that in most cases, when planning a purchase, the consumer clearly determines which product groups he wants to purchase (bread, milk, pasta, clothes, shoes, dishes, etc.) Therefore, the store's assortment can be divided into three groups: everyday demand (the purchase of these goods is the goal of almost every visit of the buyer to the outlet), goods of periodic demand (the purchase of these goods is planned once in several visits) and goods of impulsive demand (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 for your goods. Moreover, the main place of sale is the place where all manufacturers of a given 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 the additional ones, which can often help to effectively promote a particular product. Moreover, at additional points of sale, it is necessary to have the best-selling items of the product group. In this case, the likelihood of impulse purchases increases significantly. It is also necessary to monitor the movement of the buyer. Slowing down or speeding up the step can be achieved by widening 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 - the walking pace becomes faster, which is mainly used during rush hours to speed up the movement of shoppers. In general, the buyer is a finicky creature. He needs constant attention and care. This concern can be done 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 their own flair and style. Often this policy does not pay off. Of course, it cannot be argued that everything depends on well-applied merchandising and an experienced merchandiser working with wholesalers and retailers. However, many troubles can be avoided by using the services of a specialist. He will help to correctly position the goods on the shelves, arrange the equipment in the hall so that the buyer is pleasant and comfortable to make purchases, point out possible mistakes, place advertisements in the right places, that is, he will do everything so that you and your store are successful.

Rarely does a commercial activity, given an equal opportunity, involve such little risk. It is difficult to calculate in advance human predilections, character traits, prejudices, likes and dislikes. It is difficult to predict how popular a particular product will be. Advertising allows you to sell it most effectively. Risk can lead to failure, but not disaster. Losses, if they happen, 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 variety indicates what unlimited possibilities are inherent in advertising. But thousands of people who need accurate knowledge about advertising, without which they cannot achieve what they deserve, still have not fully appreciated its benefits. In order to understand or learn the basics of advertising, you need to start with the right concept.

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

The only purpose of advertising is to sell a product. Advertising will pay off or not pay off depending on the actual sales figures. Advertising is not a “thing in itself”. She is not meant to be flaunted in front of the public. It is not an auxiliary method for other sales methods. Advertising should be viewed as a new seller. The profit from advertising must be weighed against the profit from other sales methods, and the cost of the effort expended should be correlated with the result obtained. The peculiarity of advertising is in its scale. Advertising is the work of the seller at a multiple magnification. She speaks to thousands of buyers while the seller deals with one. And its cost corresponds to its task. People pay roughly $ 10 for every word in a typical ad. Hence, every ad must act like a super seller. One seller's mistake doesn't cost much. A mistake in a published advertisement costs thousands of times more. Mediocre advertising can ruin everything. There is an opinion that an ad is a well-written text. However, literary ability is as distantly related to advertising as organizational art is to the ability to trade. What is required is the ability to express a thought concisely, clearly and convincingly, as the salesperson should do. Literature certainly only hurts the case. Special artistry is also inappropriate. All this either distracts attention from the product itself, or, on the contrary, 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. Blazers are rarely good salespeople. And good salespeople are unlikely to be able to deliver speeches from the podium. They are simple and sincere people who know their clients and their needs. The same settings are required for advertisements. In the advertising space, there is a very simple way to answer any poll. Ask yourself, “Will this help the salesperson sell their product? Would it help me personally as a seller, face to face with a buyer? " Answering these questions honestly will avoid many mistakes.

The main difference between advertising and sales is direct contact. The seller's job is to draw attention to their product. It is impossible to ignore the seller in the store. You can simply not look at advertising. However, the salesperson is wasting a lot of time with those customers who won't 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, this is vision and hearing. But there are advertising messages that contain smells ("trial" perfumes), offer samples of goods that you can touch, which makes it easier to make a purchase decision. Moreover, advertisers use practically 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 that he must advertise, who is the advertisement intended for, how does the advertisement object differ from its analogues. Traditionally, the field of creation of an advertiser is print advertising and advertisements in print media. An optimal ad message contains only one ad idea. Quite often, it is possible to express it with a slogan - a short advertising appeal that has absorbed the essence of a unique product offer. A slogan is a crumpled advertising phrase that sets out the main advertising proposal and is included in all advertising messages of one advertising campaign. This is a "dried" ad copy, it is repeated in all ad formats. It begins to live only when it arises in the mass consciousness of people.

Recently, many experts have noted 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, streets, press, transport. But every day new opportunities are found to inform the consumer about the exceptional properties of a product or service. And wherever you are - everywhere you are surrounded by proclamations, slogans and attention-grabbing plots. And people read, absorb, comprehend. They read it everywhere - in the subway or at the bus stop, in your favorite newspaper or in the supermarket. Advertising is designed to affect a person's personal interest in solving a problem, in meeting a need. Advertising is capable of presenting something new to the audience, arousing 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. Business success is market success.

Business success is market success. It is not only production difficulties that drive firms out of business, but also ineffective marketing. Many people think that marketing is an art and that it takes talent to manage effectively. Perhaps this is so, 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 need to 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 and over - this is the main target group; 10% must be spent on those who may become a consumer of this product years later. For successful promotion of a product on the market, a competent marketing department will allocate 30% of the budget to potential consumers who, for various reasons, are not yet the company's clients, but could well become them. This category fits the profile of the company. The largest percentage (60%) of the budget goes to the segment of existing consumers. This category needs to be encouraged and sustained, although it is the smallest in number. 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 are recouped much faster than those markets that the company has yet to conquer.

Rule # 2: 1/100... This simple rule goes like this: One dollar spent on communication with your own staff is equivalent to one hundred dollars of the marketing budget spent on the end user. Since all the key factors in the competence or success of a firm are directly dependent on the knowledge and qualifications of employees, their morale and goodwill are the main capital of the organization. Employees want to work for management that justifies their claims and takes into account the interests of all personnel. Therefore, the head of the organization should always strive to establish strong corporate relationships that are naturally 100% justified. 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 whole. For them, the recognition of colleagues and the approval of their superiors are 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 was wrong." Better to say, "We were wrong."

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 external design should give the correct presentation of the content. For example, white packaging for cigarettes is low in tar, while red is strong in flavor. And canned food with beef stew should not be confused with dog food. In terms of modernization, let us recall, for example, the Twix chocolate manufacturers working on new varieties of their product, which resulted in the emergence of “Twix - a rare species” on the market. And the Nestle company has over 200 varieties of Nescafe coffees to satisfy the diverse tastes of its consumers around the world. Advertising achieves an effect only when it is permanent. Short-term successes are illusory.

V USA famous businessman Donald Trump, whose name is associated with all American citizens with a skyscraper, a hotel, three casinos, supermarkets, at one time stopped at this. Having quickly achieved success, he also quickly slipped from the peak 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 does she need advertising? But the scale of its advertising campaigns confirms that any, even the most promoted brand, needs constant support.

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

Rule # 5: "The miser pays twice." In this context, this simple wisdom is about technical support. For the fact that they did not invest in updating the technical base on time, later you will have to pay twice as much. Moreover, this rule applies to everything: from the modernization of the computer base in the organization to the regular preventive inspection of the company's vehicle 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, which often neglect updating the anti-virus system, a common virus can become a serious problem, up to the loss of critical data beyond recovery.

Rule # 6: "Get involved in the process." This is an axiom. It does not have an exact formula, but it is an important law for leaders seeking 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 profits grow, the less time a leader can devote to advertising and marketing. However, these are too serious things to completely leave them at the mercy of someone else. If it becomes necessary to transfer one's powers in this area, then this can be done only 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

LLC "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 intensifying every year. F. Kotler, the “Chief Teacher” in Marketing, writes: - “... Each company should strive to distinguish its product from a number of others and make it better. If this is not possible, the company must invest in making its service stand out and better. " But in order to make your product special or unique, you need not only knowledge of the customer's needs, but also new equipment, new technologies, and this requires huge investments. But many domestic enterprises cannot afford it. Therefore, in market conditions, such enterprises benefit precisely due to the quality of service, the service offered, the use of advertising technologies, and the correct positioning of goods on the market.

The products manufactured by LMZ-STEMA LLC: enameled dishes, classroom boards, washing are no longer unique goods, and today there are many competitors on the market, whose products do not fundamentally differ from those of LMZ-STEMA LLC. Therefore, not every buyer can determine the advantages or disadvantages of products from different manufacturers. The abundance of commodities forces us to use all possible methods of influencing the consumer in order to bring the latter to a purchase. LLC "LMZ-STEMA" carries out a whole range of marketing activities to promote its products to the market. Firstly, 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 , contributes to obtaining a large amount of information about competitors (usually new technologies are demonstrated at exhibitions, new products are displayed). The exhibition helps to establish relationships with clients, to 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 exhibitions, marketing research, surveys and surveys of stand visitors are carried out. Secondly, in recent years, LMZ-STEMA LLC has been taking part in a number of competitive programs aimed at assisting Russian producers in promoting high-quality Russian goods, services and technologies. The result of participation in these programs was the awards won by LMZ-STEMA LLC - bronze, gold, platinum quality marks of the XXI century, the golden sign “The best for children!” sign and, as a result, give the enterprise the opportunity to distinguish it from similar products of competitors. To form a positive image of the organization and manufactured goods, and, consequently, consumer motives, LLC "LMZ-STEMA", using the corporate identity of OJSC "AK LMZ", annually publishes printed advertising publications - calendars, booklets, leaflets for distribution at held exhibitions and fairs , through wholesale buyers. In 2001, an advertising clip about Lysva dishes was made and broadcast on the RTR TV channel, and copies of video cassettes were distributed to large wholesale buyers for the purpose of broadcasting on local TV channels. The company places print ads in specialized publications, actively using direct mail and the Internet. In order to promote the board in the classroom, 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, additional products worth hundreds of thousands of rubles were sold.

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

Marketing bureau specialists are forming a client database for analysis and research in order to discover 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 from any prestigious competition of enterprises or industrial goods. Winning a prestigious competition is an opportunity to successfully use it in advertising. With the abundance of both domestic and imported goods on the consumer goods market, an urgent need arose to create a brand that guarantees against poor-quality products at the household level. He looked at the label or packaging - and immediately it is clear. There is nothing to fear from this product, it is reliable, inspires confidence in consumers.

Labeling of products with the “Quality Mark of the XXI Century”, “100 Best Goods of Russia” means that this product has passed the examination and complies with state standards, and also has excellent quality at the level of international standards. Such products can be trusted and are readily purchased. 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 at a higher price, 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. The consumer properties of the product, which determine its quality and competitiveness, are subjected to expert examination. The evaluation criteria is the conformity of products to the quality indicators of state standards and other regulatory 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 aimed at assisting Russian producers in promoting high-quality Russian goods, services and technologies. The products manufactured by LMZ-STEMA LLC were highly appreciated and received high awards. At the competition “All-Russian brand (III millennium). Quality mark of the XXI century ", which was held from 2000 to 2002, the enameled ware again confirms the right to possess the" Platinum Mark of Quality of the XXI century "; steel), a teapot with a whistle, an auditorium board, an enamel sink was awarded the "Bronze Quality Mark". At the all-Russian competition "Only the best for children!" for high quality (also confirmed by ROSTEST's expertise) the classroom board was awarded the “Gold quality mark” “The best for children”. Participating in the all-Russian program - the competition "100 best goods of Russia", the steel enameled glassware of LLC "LMZ-STEMA" was awarded a diploma of the program "100 best goods of Russia". These awards give the company the right to label its products with the appropriate 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 a passport "Reliable Enterprise of the Russian Federation".

LMZ-STEMA LLC, like the parent company, AK LMZ OJSC, has a goal - to achieve unconditional recognition in the domestic and world markets. The instrument for its achievement is the all-round improvement of 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 prepared an electronic product catalog, which allows sending visual information about products to potential consumers, existing customers, and is distributed at exhibitions and fairs.

"It's better to see once"

It is not easy to create high-quality products, which are produced by OOO LMZ-Stema. The process of its "birth" includes ideas, development, testing, implementation into production ... But this is not the whole chain. Further, these wonderful products must be profitably presented to the existing and potential buyer. Some of the modern forms used for this around the world arecd- business cards, presentations, electronic product catalogs ... 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, prepared such a catalog on their own, using the latest computer technologies, STEM members.

For the successful promotion of its products on the market, any enterprise needs to provide the consumer with information about the product. For several years, STEM members have issued 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 enameled tableware, the enterprise is forced to replenish its products with "novelties", develop an exclusive design, new technological developments. The creation of printed advertising publications is a long and costly process. The more you order advertising products, since the price depends on the circulation, the more likely it is that the last copies of printed advertising will lose their relevance and will contain outdated information about the products.

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

The preparatory process has begun, which includes photography, computer processing, advertising support. The company's designer Lyudmila Nefedkina and artist Olga Ralnikova took photographs of dishes, enamel coatings, decals - which are in demand by the consumer, professionally choosing the desired angle, background, composition for photography, creating still lifes with herbs, flowers, berries, vegetables to their 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 range of the current summer-autumn season - this year.

At the request of buyers, it was planned to make only catalog pages showing decals used in the design of tableware. When they were laid out, the developer did not find the work done very solid and presentable. There was a desire to do something more interesting and consistent with the image of our company. The idea came to use Flash-technologies, allowing to "animate" the image, to develop complex animation effects. The result is a very nice, pleasant to browse catalog. Opens his Screensaver. On the screen - changing and flickering images, from which we learn that the LLC produces more than 5000 items of products, the high quality of which is guaranteed by the international ISO standard, we see the geography of supplies. The catalog has three main sections: Decals, Coatings and Cookware. They represent the most recent samples, some were released only a month ago. The pages are designed very conveniently and are available for viewing to any recipient. The directory has "live" links with email addresses of marketing and sales departments, in the Contacts section. When you click them, 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 a musical accompaniment for a more pleasant viewing.

You can be sure that this electronic catalog, made with the use of modern computer technologies, into which a particle of soul, talent, energy of a creative team of like-minded people has been invested, will be a visiting card of LMZ-STEMA LLC for many years to come.

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

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

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

Marketing research shows that the main buyer of enameled dishes 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 to cook from what, what the interior of the kitchen looks like in the house, and therefore the dishes, how much will be environmentally healthy meals. Popular women's magazines are such as "Krestyanka", "Domashny Ochag", "Cosmopolitan", "Liza" and many others, and it would be wise to place your advertisements in them. But after conducting a comparative analysis of the prices of advertising in these magazines (a page of A4 format in the Krestyanka magazine costs? 7 thousand $), the LLC places its advertisements in cheaper publications (Perm magazine “ On your floor ", newspaper "Komsomolskaya Pravda - Perm"), offers from advertising agencies that request information about products and place them free of charge in their "pilot" issues are always welcome (Moscow magazine "Kitchens and Bathrooms"). In these publications, advertising, although it is indirect, that is, they post information about both competitors' products and about a specific competitor product, but 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 LLC "LMZ - STEMA" is to provide information that favorably distinguishes the dignity and advantages of its products from the competition.

IV. Conclusion.

The FOSSTIS service (demand generation and sales promotion) is an integral element of the entire marketing structure of an 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 customer behavior, 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, the preferred segment of the target market (in advertising practice, the contact audience), must offer its potential consumers an attractive product of market novelty. In accordance with this, it is planned to carry out activities in order to generate demand for the goods (FOS event), the main of which is trade advertising.

Commodity advertising – any form of impersonal appeal to potential buyers in order to persuade them to purchase goods, services, etc. With the help of various FOS events and, above all, product advertising, a positive "image" of the product is created in the minds of potential buyers.

The main advertising tools: print advertising, radio and television advertising, advertising on non-traditional and moving advertising media, outdoor advertising, at points of sale, "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 the retail sector, and promoting sales at points of sale.

Customer-focused sales promotion activities most often they pursue the goal of acquainting the consumer with a novelty, "pushing" him to purchase; increase the number of product items purchased by one customer; to encourage adherents of a particular brand and regular customers; to reduce temporary fluctuations in sales (seasonal, by days of the week, during the day), etc. For this purpose, various instruments of influence on the consumer are used: discounts for seasonal sales, for certain categories of consumers, discounts for the bearer of the coupon, 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 being solved - to encourage an increase in the volume of sales; to stimulate orders for the maximum volume of consignments of goods for sale; encourage the exchange of best practices in the sale of a specific product; reduce temporary fluctuations in the receipt of orders from intermediaries, etc. For this, manufacturers apply volume discounts, participate in a joint advertising campaign with an intermediary, place advertisements in trade enterprises, distribute promotional gifts, etc.

In the work, we used marketing tools for influencing the consumer that are acceptable for this situation at the enterprise, which do not require large financial investments. An advertising budget for a 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 marketing concept into the activities of domestic organizations, the question of effectiveness - the effectiveness of advertising, PR-actions, 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 an enterprise to large losses, and if organized correctly and on time, 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", J. Marketing and marketing research in Russia No. 3, M., 2001

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

4. Litvinov S. “Preparation for seasonal sales. Merchandising laws ", J. Marketer

No. 4, 2002, p. 15-20

5. Makienko I. I. “Consumer Behavior in the Internet Environment”, J. Marketing and Marketing Research No. 4, 2003, p. 8-16

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

7. Melnikov A. “Analyze it! Features of advertising communications in Russia ”, J. Marketer No. 9, 2003, p. 38-39

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

9. Orlovskaya L. "Marketing communications", J. Marketer № 4, 2002, p. 4-7

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

13. Internet.

Annex 1

Appendix 2

Plan to promote products to market and stimulating distribution channels.
	Event				Focus			Completion mark
			execution

End user incentives.
	To increase the share of colored packaging in the total number of sales (set # 124; 129; 0.5 l mug; teapot with a whistle)		during a year		end-user		Attractiveness
					end-user
	Making a mini-booklet about dishes				end-user		Promotion of purchases
					retailers		consumer information and preferences
	Production of price tags with an element of corporate identity				end-user		Manufacturer's image
			during a year		end-user		transmission of product information
			3-4 quarter		end-user
	Production of self-adhesive labels for products		during a year		end-user		Manufacturer recognition (image)
Activities to stimulate wholesale buyers.
	Sending commercial offers by E-mail, mail	during a year		potential consumer		Recognition of the manufacturer (image), information about the product
	Manufacturing and distribution of a wall-mounted flip-flop calendar					Manufacturer recognition (image)
				end consumer, wholesale		Informing about the product
	Duplication of a video about dishes and distribution to wholesale customers			wholesale, final consumer		Promotion of purchases
	Production of a printed product catalog	March, April				Informing about the product
	Duplication of the electronic product catalog					Informing about the product
		February March				Informing about the product
Measures to improve the image of products.
	Trademark creation, registration	during a year		end-user		Manufacturer recognition (image)
	Participation in the competitive programs "Quality mark of the XXI century", "100 best goods", "Children - the best!"	during a year		end-user		improving the image of the manufacturer and products
	Participation in exhibitions	during a year		potential consumer		attraction of potential buyers

Appendix 3

Information for posting on the site.

LLC "LMZ-STEMA" is a leading domestic manufacturer of steel enameled products: tableware, 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 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 "The best for children!", became a finalist of the competition "100 best goods of Russia" in 2000-2002.

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

Contacts LLC "LMZ-STEMA"

Country: Russia TIN 5918006090

Index: 618900 p / account 40702810349230110541

City: Lysva k / account 30101810900000000603

Address: st. Metalistov, 1 BIK 045773603

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

Catalog price list

The products meet modern design requirements and are distinguished by their characteristic features:

ease of writing with chalk, written is easily erased, which allows you to easily keep the boards clean;
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 you to use the boards in computer classes;
the ability to use a magnetic mount for teaching aids;
fire safety, non-toxicity, hardness;
resistant to detergents and organic solvents;
long service life.

Auditorium boards are manufactured in the following types:

one-sided with one working surface;
folding with three working surfaces;
folding with five working surfaces;
flap with five working surfaces with lined working surfaces of the side flaps (cage, oblique ruler);
folding with seven working surfaces;
swing doors combined - with green and white surfaces at the request of the customer.

Surface:

green (for writing with chalk);
white (for writing 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 board with an enamel coating 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 with the sign “Only the best for children” and the Gold “Quality mark of the XXI century”.

Steel enameled medical products:

Medical glassware is used for the equipment of medical institutions

Price list (zip 764 kb)

Manufactured products:

Kidney tray vm. 0.8 l. - designed for collection and disinfection of instruments in the departments of medical institutions.

Medical steel enameled spittoon - designed for waste collection and patient care in the departments of medical institutions and at home.

Enamelled steel liner vessel 2.5 liters. - intended for servicing bedridden patients in the departments of medical institutions and at home.

Medical cup 0.4 l.

Steel enameled sink

Types of sinks:

ISTC 500 x 600 x 170

ISVTsK 450 x 505 x 170
MCB 450 x 505 x 170
MSVC 450 x 505 x 170

MCVC - built-in (can be completed with brackets for fastening to the wall)
ISTC - unified (built-in and with bracket)
Ts - with a hole for installing a central mixer.

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

Silicate enamels (frits).

Appendix 4

Ladies and gentlemen!

LLC "LMZ-STEMA" is 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 European counterparts, and at the same time are affordable for Russian buyers. We were one of the first to master the technology of covering sheet metal with silicate enamels and assembling classroom boards for schools and educational institutions.

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

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