Development of a strategy for promoting a product to the market (using the example of "Germetex" in Syzran). Specifics of marketing strategy for promotion in the industrial market Product promotion strategies market marketing

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What is promotion?

How to sell a product on the market as efficiently as possible? To do this, it will be necessary to carry out a whole range of measures, which will increase the demand for the products produced by the manufacturer and the services offered.

Promotion of a product on the market represents certain actions, the purpose of which is to increase the efficiency of sales through communicative influence on consumers, partners and staff. The purpose of such steps is twofold. On the one hand, promoting goods and services to the market is necessary to activate consumer demand. In addition, such events should maintain a favorable attitude towards the company.

Product promotion functions

This concept is one of the main elements of marketing. This is confirmed by a number of very important functions assigned to it. Among them:

Providing information to consumers about the product, as well as its parameters. After all, even with obvious competitive advantages products and the presence of associated innovations, the release of products will be absolutely meaningless if customers are not aware of them. It is especially important to convey such information to the right audience if a new product is being promoted to the market. For example, ultrasonic washing machines put up for sale will be in demand by customers if the manufacturer explains their advantages by comparing them with conventional washing devices. Required condition At the same time, such information is confirmed by enthusiastic owners.
Formation of an image of innovation, low prices and prestige. Promotion of a product on the market aims to create among buyers an idea of a particular thing, which often exceeds its real consumer meaning. For example, plastic windows, produced “without lead”, or shampoo with a pH of 5.5.
Supporting the popularity of goods or services offered on the market. This function is performed by reminding consumers of the need and importance of a particular product. For example, customers should always remember that in their lives a holiday comes only with Coca-Cola.
Changing certain stereotypes in the perception of a product. The idea of a particular thing does not always correspond to the expectations of the supplier and manufacturer. In order to change the negative trend, it is necessary to conduct a special campaign to promote the product on the market. For example, at one time the South Korean corporation Samsung extended the deadlines warranty service equipment up to three years. This is precisely what the product promotion campaign on the market was built on. Potential buyers were thereby convinced that the products of this company were not inferior in quality to those produced by Japanese competitors, and their prices were lower, and the service was better.
Stimulating subjects of the sales system. The development of product promotion on the market is carried out taking into account the fact that the company can sell its products not through direct sales channels, but through intermediaries. In this case, to increase purchases, it will be necessary to stimulate final demand using various promotion strategies.
Sales of expensive goods. The price of a particular product or service is sometimes not the decisive factor when choosing a client. This occurs in cases where a product is assigned a unique quality in the eyes of consumers. Thus, during the ongoing promotion campaign, it is explained to potential buyers that the Tefal frying pan, although expensive, has a removable handle and can be compactly placed in a kitchen cabinet. At the same time, similar products from competitors do not have such properties.
Favorable reviews about the company. This function of promoting goods to markets is sometimes called nothing more than hidden advertising. It is achieved through the actions of sponsors, the implementation social projects etc. And although in lately This type of organization for promoting a product to the market has become very popular, but it is still the last in importance. After all poor quality product, sold for high price, will certainly cause negative consumer perception. Sponsorship will not help in this case to sell the products.

Increased consumer demand

Marketing Promotion product on the market provides four options for ways to increase consumer demand. Let's take a closer look at them.

Among all types of product promotion, this is considered a non-personal form of communication carried out with the participation of paid means that disseminate information.

From this point of view, advertising activities should be considered. After all, you can pay as much money as you like for information about a product, but if it is not in demand on the market, then the level of its sales is unlikely to rise.

Advertising effectiveness

Methods of promoting a product to the market through the media will bear fruit only if the information provided to the consumer contains an assessment of a particular thing, as well as arguments in its favor.

Objective. In this case, advertising for promoting a product to the market contains logically understandable features of the product.
Subjective. They are designed to form certain associations and emotions in the consumer.

But be that as it may, the information provided to a potential buyer must contain some unique offer. At the same time, the consumer must understand that if he purchases the item or service offered, he will receive some specific benefit from it.

Advertising perception

Required information, which is understandable, accessible and very quickly remembered. Such advertising does not require significant investments. Just a few lines in the newspaper are enough. An example of this is advertising about writing term papers and dissertations for students.
Random information. As a rule, they do not remember it at all or remember it with difficulty. In this case, the information must be linked to the media - the advertising medium. A potential consumer will find the ad he needs if necessary. For example, if you want to install plastic windows in your house, he will open a free advertising publication. The main task of the seller is to ensure that his offer catches the client’s eye.
Unnecessary information. Sometimes advertising is ignored by the consumer or simply irritates him. This is always taken into account when marketing a product to market. Unnecessary information always occurs. The product cannot be in demand by absolutely everyone. The main question in this case is: what part of the audience is for whom advertising is unnecessary?

Once the consumer understands the need to purchase the advertised product, he will decide to purchase it. The task of marketing is to correctly determine the target audience and means of promoting goods on the market, which will increase sales volumes.

Direct (personal) sales

Among the ways to promote a product on the market, there is one in which sales become possible thanks to a conversation held with a potential buyer. The second name for such activities is “direct marketing”. When implementing such a strategy for promoting a product to the market, significant financial investments. Moreover, this method refers to a higher level of business organization compared to the banal retail trade or providing household services.

This type of promotion is impossible without the company’s employees knowing the features of the goods being sold, including their quality and operational aspects. This allows for more qualified customer service.

A particularly important point

If you ignore the direct sales method, sales volumes can be significantly reduced. This is observed even if all other marketing conditions have been met by the company. For example, when offering high-quality and cheap goods, with an ideal store location, a huge assortment and an effective advertising campaign, the rudeness and disinterest of sellers in communicating with customers is unlikely to allow point of sale make a profit.

The advantage of personal selling

When using this strategy for promoting a product on the market, the positive is:

Individual approach that is applied to each buyer;

Possibility of transmitting a large amount of information about the product to the consumer;

The presence of feedback from the consumer, which allows short terms adjust production process and advertising campaign.

Disadvantages of Personal Selling

The negative side of such a marketing strategy is the high level of turnover costs. After all, the relationships that take place in the organization trading network, often lined up like a pyramid. Personal selling is most effective when the seller offers an exclusive product on the market. If such trade is carried out simultaneously by retail outlets and traveling salesmen, then personal selling will be uncompetitive. In this case, in the eyes of the buyer, the product loses its exclusivity.

Propaganda

This type of strategy for promoting a product to the market is one of the types of public relations. This is an incentive that is not paid for by the sponsor. Propaganda aims to attract the attention of potential buyers. In this case, you will not need to spend on advertising.

Propaganda means

The main tools for such promotion of a new product to the market are:

Speeches at which representatives of the company participate in welcoming speeches;

Events in the form of press conferences or online meetings, holding anniversaries and seminars, etc.;

News in the media with information about the company’s products and its employees;

Publications annual reports, brochures, newsletters and other printed materials;

Sponsorship in the form of allocation of monetary resources and time for sports, charitable and other significant events;

Means of identification in the form of using the logo (emblem) of the enterprise, business cards, uniforms for employees, etc.

Sales promotion

This term refers to a set of activities that promote product promotion. This may include various elements of marketing associated with relationships in distribution systems.

Sales promotion activities are directly related to the price of the product, its consumer properties and sales channels. Such a marketing move involves influencing three recipients. Among them:

Buyers. To encourage them to make purchases, the trading organization organizes lottery competitions, promotions, loyalty programs, etc.
Counterparties. To increase the volume of trade transactions and focus on the sale of the supplier’s products, promotional materials can be provided, competitions based on sales results can be held, assistance can be provided in employee training, etc.
Sales staff. Among the forms of incentives for such employees are: competitions in terms of sales volume between employees, payment for health vouchers at the expense of the company, accrual material bonuses etc.

Conclusion

The importance of the topic we discussed for successful development business is extremely high. Without promoting products, it is unlikely that you will be able to organize a profitable business.

The essence and content of the marketing promotion strategy

Marketing strategy (marketing strategy) is master plan marketing activities company and its individual directions. Marketing promotion strategy is directly related to the company's marketing activities in the field of promotion and sales of its products.

Definition 1

The essence of a marketing promotion strategy comes down to defining goals and objectives, as well as ways and means of achieving them, the totality of which must be implemented by the company in order to achieve the desired position in the market.

In essence, through the formation of marketing promotion strategies, the current market position of the product is indicated, trademark or the company as a whole. As part of its development, an analysis is carried out integrated market And external environment generally. Based on the results of the analysis and assessment of the competitive environment, it is ultimately determined how and in what way a business should position itself.

Functions of marketing promotion strategy

The main (basic) functions of a marketing promotion strategy are shown in Figure 1. Let us consider their essence and content in more detail.

Figure 1. Fundamental functions of marketing promotion strategies. Author24 - online exchange of student work

The information function is aimed at informing market participants about the company and its products, creating knowledge about new products or specific events.

The function of persuasion is associated with the consistent and gradual formation of preferences that correspond to consumer perceptions of the company and its products. It is aimed at attracting the attention of potential consumers to the company and convincing them to purchase its products.

The reminder function is aimed at maintaining consumer awareness, retaining information about the company's products in their memory in the intervals between making purchases. In fact, it is connected with the need to be reminded of where you can buy this product.

The positioning function is aimed at forming an opinion about the product in the minds of the target consumer audience. certain place, which the company and its products occupy in sales markets.

The retention function involves the need to maintain the commitment of consumers who are loyal to the company and its products (brand). The function of creating a positive image is associated with the formation in the minds of consumers of a positive attitude towards the company and/or its products.

The function of generating consumer demand is focused on updating current market needs and awakening hidden needs that the market is not yet aware of.

Finally, one of the most important functions of a marketing promotion strategy is the function of sales promotion, associated with the need to accelerate or strengthen the market response.

Main types of marketing promotion strategies

Currently there are many various options implementation of marketing promotion strategies. Their main types, which are most widespread, are presented in Figure 2. Let us consider them in more detail.

Figure 2. Types of marketing promotion strategies. Author24 - online exchange of student work

Depending on the method of promotion, marketing strategies are divided into two types - rational and emotional.

Sound marketing promotion strategies present arguments (usually in verbal form) and inform potential customers in order to persuade them.

Emotional marketing promotion strategies appeal to consumers' memories, emotions and feelings through associations. Illustrations are the main tool of influence; sound is used less often.

Depending on the object of influence, commodity and prestige strategies are distinguished. The main task of the former is to create and stimulate demand for the company's products, as well as inform consumers about the advantages of the product offered to the market. The latter are focused on promoting advantages that distinguish the company from its competitors.

In accordance with the functional purpose, marketing promotion strategies can be informative, persuasive, or reminder.

In addition, there are other approaches to classifying marketing promotion strategies. So, for example, in accordance with the coverage area, their entire set is divided into four types:

local;
regional;
national;
global.

Depending on the degree of concentration on a particular segment, mass and selective promotion strategies are distinguished.

Mass marketing promotion strategy is aimed at a wide range of consumers, actual and potential.

A selective marketing promotion strategy has a clear targeting towards a specific target group of consumers.

According to another approach, marketing promotion strategies can take one of the following forms:

initial marketing promotion strategy;
competitive marketing promotion strategy;
preserved marketing promotion strategy.

Initial marketing promotion strategies are focused on familiarizing a predetermined circle of consumers with something new to of this market product by providing detailed information on price, quality, consumption methods or promotion locations.

The task competitive strategies stands for distinguishing a company from the mass of similar companies competing with it. Saving strategies are aimed at maintaining a high level of demand.

Note 1

Thus, there is no single approach to the classification of marketing promotion strategies. In practice, you can often find a combination of their different types.

Concept and features of promotion strategy

Definition 1

Promotion strategy is one of the subtypes of functional marketing strategies. It is a strategy for selecting and using incentive methods aimed at ensuring the sale and marketing of the company's products. In other words, it is a sales promotion strategy.

A promotion strategy can also be defined as a complex marketing work, including a description of the target market segment, positioning, brand structure, marketing communications distribution channels and a media plan.

A promotion strategy performs certain functions. In particular, these include:

informing;
exhortation;
reminder;
positioning;
retention;
formation of consumer demand;
incentives, etc.

The implementation of the promotion strategy is designed to create market awareness of new products, corporate brand or a specific event. At the same time, it promotes the gradual, consistent formation of consumer preferences and attracts the attention of potential customers to the company and its products, encouraging them to make a purchase.

By maintaining market awareness, the promotion strategy resembles potential clients about the company, its products and services, and also helps retain loyal consumers. It also positions the brand, product and business as a whole. The most important functions promotion strategies. However, sales promotion and the formation of consumer demand are considered.

A promotion strategy allows a company to identify current situation the company's products on the market and make a forecast of future development, taking into account the resource potential of the company and the state of the market. Thanks to it, market risks and opportunities are assessed, and free market niches and ways to penetrate them are determined.

Note 1

A promotion strategy always presupposes the need to position the brand and create a system of integrated marketing communications.

Basic elements of a promotion strategy

Being an integral element of marketing, a promotion strategy consists of many elements, the totality of which constitutes a complex of marketing communications. IN general view they are presented in Figure 1.

Figure 1. Basic elements of the marketing communications mix. Author24 - online exchange of student work

Advertising is the basis of promotion strategy. In general, it represents a targeted informative impact of a non-personal nature, carried out in relation to consumers with the aim of promoting and selling the company's products. Its main goal is to convey information to the target audience, which is carried out through the use of various media channels.

The second important element of the promotion strategy is direct sales promotion. In general terms, it should be understood as a multiple set of short-term incentive campaigns carried out by a company, aimed at stimulating potential consumers to make a purchase or test products and services.

Sales promotion can be aimed at:

end consumers;
intermediaries;
sales agents.

The third element is propaganda or PR (public relations). This group includes various programs created to promote and/or protect the image of the company and its products. Their main goal is to establish and maintain communications between the company and the public in order to achieve strategic business goals.

The fourth element is personal selling, which should be understood as the direct interaction of organization representatives with one or more potential buyers for the purpose of making presentations, answering questions and receiving orders. In other words, this is a direct presentation of a product or service to a potential consumer, carried out by an official representative of the company.

In some cases in separate group As part of the promotion strategy, direct marketing is distinguished, based on direct (immediate) interaction between the consumer and the manufacturer in the process of selling a specific product.

Development of a promotion strategy

The development of a promotion strategy is subject to a specific algorithm, which requires going through a number of stages. They are presented in general form in Figure 2.

Figure 2. Stages of developing a promotion strategy. Author24 - online exchange of student work

To penetrate new markets and strengthen positions in existing ones, a company must take into account regional specifics. An equally important role is played by understanding the strategic goals and objectives of business development. The promotion strategy must correspond to the general concept of the company's development and complement the marketing strategy of its development.

An important step in developing a sales promotion strategy is analyzing the market, especially competitors. Here it is necessary to understand how competing companies sell and promote their products, what tools they use, and how they attract consumers.

Based on in-depth analytical study, in accordance with the overall marketing strategy, the company’s goals in the field of promotion and sale of its products in selected markets are determined. A promotion policy is formed, the set and content of marketing communications tools are determined. The process of bringing products to the final consumer is subject to planning.

An important role is given to the formation of a promotion budget. Here, the cost of implementing the measures proposed within the strategy is predicted, and sales targets are also formed.

Based on the stages described above, a promotion strategy is formed. Mechanisms for bringing products to consumers and ways to stimulate consumer activity are determined. A special role is traditionally assigned to advertising policy.