Development of a strategy for promoting a new product to the market. Strategies for promoting a specific type of company's products, taking into account the market situation
The essence and content of the marketing promotion strategy
Marketing strategy (marketing strategy) is the master plan for the marketing activities of the company and its individual areas. Marketing promotion strategy is directly related to marketing activities companies in the field of promotion and marketing of its products.
Definition 1
The essence of the promotion marketing strategy is to determine the goals and objectives, as well as the ways and means to achieve them, the totality of which must be implemented by the company in order to achieve the desired position in the market.
In fact, thanks to the formation marketing strategies promotion denotes the current market position of the product, trademark or the company as a whole. As part of its development, an analysis is carried out integrated market and the environment in general. Based on the results of the analysis and evaluation competitive environment ultimately determines how and how a business should position itself.
Functions of the promotion marketing strategy
The main (basic) functions of the promotion marketing strategy are shown in Figure 1. Let's consider their essence and content in more detail.
Figure 1. Fundamental functions of promotional marketing strategies. Author24 - online exchange of student papers
The information function is aimed at informing market participants about the company and its products, creating knowledge about new products or specific events.
The exhortation function is associated with the consistent and gradual formation of preferences that correspond to the consumer perception of the company and its products. It is focused on attracting the attention of potential consumers to the company and convincing them to purchase its products.
The reminder function is focused on maintaining awareness of consumers, keeping in their memory information about the company's products in the intervals between making purchases. In fact, it is associated with the need to remind where you can buy this product.
The positioning function is aimed at forming in the minds of the target consumer audience an opinion about a certain place occupied by the company and its products in the markets.
The retention function implies the need to maintain the commitment of consumers who are loyal to the company and its products (trademark). The function of creating a positive image is associated with the formation in the minds of consumers positive attitude to the company and/or its products.
The function of forming 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 enhance the market response.
The main types of marketing promotion strategies
Currently, there are many different options for implementing marketing promotion strategies. Their main types, which have received the greatest distribution, are shown in Figure 2. Let's consider them in more detail.
Figure 2. Types of marketing promotion strategies. Author24 - online exchange of student papers
Depending on the method of promotion, marketing strategies are divided into two types - rational and emotional.
Rational promotional marketing strategies make arguments (usually in verbal form) and inform potential customers in order to convince them.
Emotional promotional marketing strategies appeal to consumers' memories, emotions, and feelings through associations. Illustrations are the main instrument of influence, sound is the least used.
Depending on the object of influence, commodity and prestigious strategies are distinguished. The main task of the former is to form and stimulate demand for the company's products, as well as inform consumers about the merits of the product offered to the market. The latter are focused on promoting the advantages that distinguish the company from its competitors.
In accordance with the functional purpose, promotional marketing strategies can be informative, persuasive, reminiscent.
In addition, there are other approaches to the classification of promotional marketing strategies. So, for example, in accordance with the coverage area, their entire set is divided into four types:
- local;
- regional;
- nationwide;
- global.
Depending on the degree of concentration in a particular segment, there are mass and selective promotion strategies.
A mass marketing promotion strategy is focused on a wide range of consumers, real and potential.
A selective (selective) marketing promotion strategy has a clear targeted focus in relation to a specific target group of consumers.
According to another approach, promotional marketing strategies can take one of the following forms:
- initial marketing promotion strategy;
- competitive marketing promotion strategy;
- safe marketing promotion strategy.
Initial promotional marketing strategies focus on familiarizing a predetermined group of consumers with a new product for a given market by providing details of price, quality, consumption methods or locations of the promotion.
The task of competitive strategies is the selection of the company from the mass of similar companies competing with it. Safe strategies are aimed at maintaining a high level of demand.
Remark 1
Thus, there is no single approach to the classification of promotional marketing strategies. In practice, you can often find a combination of their various types.
Hello! In this article we will talk about an integral element of any modern enterprise - a marketing strategy.
Today you will learn:
- What is a marketing strategy;
- What are the levels and types of marketing strategies;
- How to write a marketing strategy for your business.
What is an enterprise marketing strategy
Let's look at the etymology of the word "strategy" . In ancient Greek it means "The Art of the Commander" , his long-term plan of action in the war.
The modern world dictates its own terms, but strategy today remains an art that every entrepreneur must master in order to win the battle for profit and market share. Today, the strategy is a long-term plan of action aimed at achieving the global goals of the enterprise.
Any organization has a general strategy that corresponds to its global goals and strategy by activity. One of these is the marketing strategy of the enterprise.
Despite the fact that the number of companies in various markets is constantly growing, store shelves are bursting with a variety of goods, and the consumer is becoming more whimsical and picky, many Russian companies still neglect marketing. Although it is the marketer who is able to highlight your product on the store shelf among competitors, make it special and make a profit. Therefore, the development of a marketing strategy is one of the key issues in planning an organization's activities.
Marketing strategy – overall plan development of each element (physical product - product, distribution, price, promotion; service - product, distribution, price, promotion, physical environment, process, personnel), developed for the long term.
The marketing strategy, as an official document, is fixed in the company's marketing policy.
The practical importance of marketing strategy for an enterprise
marketing strategy, being integral part the overall strategy of the enterprise, directs activities to achieve the following strategic goals:
- Increasing the company's market share in the market;
- Increasing the company's sales volume;
- Increasing the profit of the enterprise;
- Gaining a leading position in the market;
- Other.
The goals of the marketing strategy must necessarily be consistent with the mission of the enterprise and the overall global goals. As we can see, all goals are related to competitive or economic indicators. To achieve them without having a marketing strategy, if not impossible, then very difficult.
To achieve any of the above goals, it is necessary to prescribe the following elements in the company's marketing strategy:
- Target audience of your company/product. The more you describe your target customer, all the better. If you have chosen several segments for yourself, then describe each of them, do not be lazy.
- Marketing Complex. If you are offering a physical product, then describe each of the four P's (Product, Distribution, Price, Promotion). If you are selling a service, then you will need to describe the 7 Ps (Product, Distribution, Price, Promotion, Physical Environment, Process, Personnel). Do this as detailed as possible and for each element. Name the core benefit of your product, indicate the key value for the client. Describe the main distribution channels for each product, determine the price of the product, possible discounts and the desired profit per unit. Think about what marketing activities will be involved in the promotion. If you offer a service, then determine who, how and where (in terms of the design of the premises, work tools) will implement it.
Each of the elements must also form its own strategy, which will be included in the overall marketing strategy of the business.
- Marketing budget. Now that you have a detailed marketing strategy, you can calculate your total budget. It doesn't have to be exact, so it's important to include a fallback here.
Once you have identified each of the listed elements, you can begin to achieve your goals through a series of tasks:
- Formulation of a strategic marketing problem (this point should be given the most attention);
- Needs analysis;
- Segmentation of the consumer market;
- Analysis of threats and business opportunities;
- Market analysis;
- Analysis of the strengths and weaknesses of the enterprise;
- Choice of strategy.
Enterprise Marketing Strategy Levels
As we can see, the overall marketing strategy includes strategies for marketing elements. In addition, the marketing strategy must be developed at all strategic levels of the enterprise.
In the classical reading, four levels of enterprise strategies are distinguished:
- Corporate strategy(if your company is differentiated, that is, it releases several products, otherwise this level will not exist);
- Business strategies- strategy for each type of enterprise activity;
- Functional strategy- strategies for each functional unit of the enterprise (Production, marketing, R&D, and so on);
- Operational strategy– strategies for each structural unit of the company (shops, trading floor, warehouse and so on).
However, the marketing strategy will only cover three levels of the strategic hierarchy. Marketing experts recommend excluding the functional level, as it involves considering marketing as a narrowly functional type of activity. Today, this is not entirely true and leads to short-sighted marketing decisions.
So, the marketing strategy must be considered from the point of view of three levels:
- Corporate level: formation of an assortment marketing strategy and a strategy of market orientation;
- Business unit level: development of a competitive marketing strategy;
- Product level: product positioning strategy on the market, strategies for the elements of the marketing mix, strategies for each product within the product line strategy.
As we can see, we should develop 6 types of strategies as part of the overall marketing strategy of the enterprise.
Choosing the type of marketing strategy for your business
Let's start moving towards a common marketing strategy from the very beginning. top level- corporate. It will be absent if you offer only one type of product.
Corporate Level Marketing Strategy
As part of corporate level we need to consider an assortment strategy and a market-oriented strategy.
Assortment strategy of the enterprise
Here we need to determine the number of product units of the assortment, the width of the assortment, that is, the number of goods different category in assortment (for example, yogurt, milk and kefir), the depth of the assortment, or the number of varieties in each category (raspberry yogurt, strawberry yogurt and peach yogurt).
As part of the assortment policy, the issue of product differentiation (changes in its properties, including taste, packaging), the development of a new product and the removal of the product from production are also considered.
The listed questions are solved on the basis of the following information about the market and the company:
- The size and pace of market development;
- The size and development of the company's market share;
- Sizes and growth rates of various segments;
- The size and development of the market share of the enterprise in the product market.
It is also necessary to analyze information about the products that are included in the product line:
- Trade turnover by product;
- Level and change of variable costs;
- Level and trends in gross profit;
- The level and change of fixed non-marketing costs.
Based on this information, the assortment strategy of the enterprise is compiled.
Market Orientation Strategies
As part of this strategy, we need to identify the target market and identify target segments. Both questions depend on your assortment and individual products.
In general, on this stage The solution comes down to choosing one of the following market segmentation options:
- Focus on one segment. In this case, the seller offers one product in one market.
- Market specialization. It is used when you have several categories of goods that you can offer only to one segment of consumers. Let's depict this schematically ("+" - a potential consumer)
- Product specialization is suitable for you if you have only one product, but at the same time you can offer it to several segments at once.
- Selective specialization. This is the case when you can tailor your offer to any of the segments. Your product range has enough products to meet the needs of each segment.
- Mass Marketing. You offer one universal product that, without any changes, is able to meet the needs of each segment of your market.
- Full market coverage. You produce all the products available on the market and, accordingly, are able to satisfy the needs of the entire consumer market
Before defining a market orientation strategy, we advise you to carefully analyze the needs of the customer segments that exist in your market. Also, we do not advise you to try to “capture” all segments at once with one product. So you risk being left with nothing.
Business unit level
The choice of a competitive marketing strategy is a fairly broad issue. Here it is necessary to consider several aspects at once, but first it is necessary to carry out analytical work.
First, evaluate the level of competition in the market. Secondly, determine the position of your company among competitors.
It is also necessary to analyze the needs of your target audience, assess the threats and opportunities of the external environment and identify the strengths and weaknesses of the company.
It is necessary to carry out analytical work with the product: identify its key value for the target consumer and determine the competitive advantage. After you have done the analytical work, you can start choosing a competitive strategy.
From the point of view of marketing practitioners, it is advisable to consider competitive strategies from two angles: competitive advantage and the role of the organization in a competitive market.
Competitive strategies by type of competitive advantage
Here it would be expedient to immediately present these strategies in the form of a diagram, which we will do. The columns contain the possible types of competitive advantage of the organization, in the rows - strategic goal product (company). At the intersection, we get strategies that suit us.
Differentiation strategy requires you to make your product unique in quality, which has highest value for the target client.
This strategy is right for you if:
- The company or product is at a stage in its life cycle called maturity;
- Do you have enough a large number of Money for the development of such a product;
- The distinctive property of the product is its key value for the target audience;
- There is no price competition in the market.
Cost leadership strategy implies that you have the ability to produce a product at the lowest cost on the market, which allows you to become a leader in terms of price.
This strategy is right for you if:
- You have technologies that allow you to minimize production costs;
- You can save money on production scale;
- You are lucky with the geographic location;
- You have privileges when buying / extracting raw materials;
- The market is dominated by price competition.
Focus on costs and differentiation assumes your advantage over competitors in only one segment, chosen by you, in terms of cost factor or distinctive features of the product. Choosing what to focus on (on cost or differentiation) will help the selection factors that we have analyzed above for each of the strategies.
The focus strategy has the following factors:
- You can identify a clearly distinct segment in the market with specific needs;
- There is a low level of competition in this segment;
- You don't have enough resources to cover the entire market.
Competitive strategies by the role of the organization in the market
At the very beginning, we recalled that the concept of "strategy" entered our lives from the art of war. We invite you to return to those ancient times and participate in a real battle, only in our time and in a competitive market.
Before you go to the battlefield, you need to determine who you are in relation to competitors: a leader, a follower of a leader, an industry average, a small niche player. Based on your competitive position, we will decide on a "military" strategy.
Market leaders it is necessary to hold the defense so as not to lose your position.
Defensive war involves:
- Outpacing the actions of competitors;
- Continuous innovation in the industry;
- Attack on oneself (own competing products);
- Always be on the lookout and "jam" the decisive actions of competitors with the best solutions.
Follower of the leader take an offensive stance.
First of all, you need:
- Determine the weaknesses of the leader and "hit" them:
- Concentrate your efforts on those product parameters that are a "weak" side for the leader's product, but at the same time are important for the target consumer.
Industry average a flanking war would do.
It involves the following combat actions:
- Search for a low-competitive market/segment;
- An unexpected attack from the flank.
If you are a niche player, your war is guerrilla.
You should:
- Find a small segment that you can cover;
- Be active in this segment;
- Be “flexible”, that is, be ready at any time to move to another segment or leave the market, since the arrival of “big” players in your segment will “crush” you.
Product level marketing strategy
The marketing strategy of a product is represented by three types of strategies at once: a strategy for positioning a product on the market, strategies for the elements of the marketing mix, strategies for each product as part of the marketing strategy of the product line.
Positioning strategy
We propose to highlight the following positioning strategies:
- Positioning in a specific segment(for example, young mothers, athletes, clerks);
- Positioning on the functional features of the product. On the functional features focus mainly on companies specializing in high-tech products. For example, Iphone, seeing the need of the target audience for excellent photo quality, positions itself as a smartphone with a camera no worse than a professional one;
- Positioning at a distance from competitors(the so-called "blue ocean"). There is such a positioning strategy as the blue ocean strategy. According to this strategy, the competitive market is a "red ocean", where companies fight for each client. But an organization can create a "blue ocean", that is, enter the market with a product that would have no competitors. This product must be differentiated from competitors by key factors for the consumer. For example, Cirque du Soleil proposed a completely new format of the circus, which differed in price (it was much more expensive), did not have performances with animals and clowns, changed the format of the arena (there is no longer a round tent), and focused mainly on an adult audience. All this allowed the Cirque du Soleil to withdraw from the competitive market and "play by its own rules".
- Positioning on the corporate character. There are quite a few such examples: the rabbit Quickie from Nesquik, Donald McDonald from McDonald's, the cowboy Wayne McLaren from Marlboro. True, sometimes a character also has a negative impact on the image of a company or product. So Wayne McLaren died of lung cancer and, in the interval from diagnosis to death, sued Marlboro, publicly telling how harmful their cigarettes were. "Toons" are also sometimes harmful. So "Skeletons" from Danone were not popular among mothers because of the pumping images of cartoon characters used in advertising.
- Discoverer. If you are the first to offer a product, you can choose a pioneer strategy when positioning;
- Positioning based on a specific service process. This is especially true for the service sector. Everyone has already heard about the restaurant "In the Dark". He will be a great example of this positioning.
Marketing Mix Strategies
Within the framework of the strategy for the elements of the marketing mix, it is necessary to consider four strategies for the elements of the marketing mix.
Product marketing strategy
In addition to the assortment strategy, which we have already considered, it is necessary to define a strategy for each product unit. It will depend on the stage of the product life cycle.
There are the following stages of the life cycle:
- Implementation. The product has just appeared on the market, there are not so many competitors, there is no profit, but sales volumes are quite high, as are costs. At this stage, our main goal is to inform the target audience. Actions should be as follows:
- Analysis of existing demand;
- Informing the target audience about the qualities of the product;
- Convincing the consumer of the high value of the product;
- Building a distribution system.
- Growth. You see a rapid increase in sales, profits and competition, costs are falling. You need:
- Modify the product to avoid price competition;
- Expand the range to cover as many segments as possible;
- Optimize the distribution system;
- Direct the promotion program to stimulate, and not to inform, as it was before;
- Price reduction and introduction of additional services.
- Maturity. Sales are growing, but slowly, profits are falling, competition is growing rapidly. In this case, you can choose one of three strategies:
- Market modification strategy, which involves entering new geographic markets. In addition, as part of this strategy, it is necessary to activate promotion tools and change the positioning of the product.
- Product modification strategy involves improving the quality of the product, changing the design and giving additional characteristics.
- Marketing mix modification strategy. In this case, we have to work with the price, it needs to be reduced, promotion, it needs to be activated, and the distribution system, the costs of which need to be reduced.
- recession. Sales, profits, promotional costs and competition are down. This is where the so-called “harvest” strategy, that is, the gradual phasing out of the product, will suit you.
Pricing Strategies
Distinguish pricing strategies for new businesses and "old-timers" of the market.
Pricing strategies for new ventures
- Market penetration. Relevant if the market has a sufficiently elastic demand. It consists in setting the lowest possible price for the product.
- Functional discount strategy for sales participants. If we want our product to be promoted large chains you need to give them a discount. Suitable for large companies.
- Standard pricing. Nothing special. The price is calculated as the sum of costs and benefits.
- Market following involves setting the same prices as competitors. Suitable for you if there is no fierce price competition in the market.
- Price integration strategy applicable when you can agree on maintaining the price level at a certain level with other market participants.
- Strategy of balance between quality and price of goods. Here you need to determine what you will focus on: price or quality. Based on this, either minimize costs (lower the price), or improve the quality of the goods (raise the price). The first option is valid for elastic demand.
Pricing Strategies for the Watchdog Market
- Open price competition. If you are ready to reduce the price to the last player in the market, then this strategy is for you. Do not forget to estimate the elasticity of demand, it should be high.
- Rejection of "price transparency". In this case, you need to make it impossible for consumers to compare your price with competitors' prices. For example, make a non-standard volume of the product, for example, not 1 liter of milk, but 850 ml. and set the price a little lower, but in such a way that your liter of milk is actually more expensive. The consumer will not notice the trick.
- The strategy of offering a package of goods. The strategy of offering a package of goods is to provide the opportunity for the consumer to purchase a "bundle of products" at a better price than when buying them separately. For example, in the McDonald's chain of restaurants, such a package of products is a Happy Meal for children. When buying it, the consumer receives a toy at a reduced price, and the company receives an increase in sales.
- The strategy of step pricing on the proposed range. Break down the entire range by price segments. This will allow you to cover the majority of the market.
- Price linking strategy. We all remember the “appendage” that was attached to scarce goods. This is a great example of applying this strategy.
- Price differentiation strategy. If your main product needs complementary products, then this strategy is for you. Set a low price for the main product and a high price for the complementary one. After purchasing the main product, the consumer will be forced to purchase a complementary one. A good example is a capsule coffee machine and coffee capsules.
- Introduction of free services. This strategy is similar to the strategy of abandoning price transparency. In this case, the consumer will also not be able to compare your prices with the prices of competitors.
The next step in determining pricing strategy- definition of a strategy for price differentiation (or discrimination), their use is optional for the company.
There are two price differentiation strategies:
- Geographic price differentiation strategy. It is subdivided into zonal pricing, flat pricing, selling price, basis point pricing, and producer shipping costs strategies.
If your company is present in several areas (multiple geographic markets), then use the strategy zone prices. It involves setting different prices for the same product in different geographic regions. The price may vary depending on the average wages in the region, the difference in shipping costs and so on.
If you set the same prices for products in all regions, then your strategy is single price strategy.
Sale price strategy applies if you do not want to transport the goods at your own expense to the consumer (point of sale). In this case, the consumer bears the cost of delivery.
Basis point price involves fixing a certain point, from which the cost of delivery will be calculated, regardless of the actual place of dispatch.
Manufacturer's shipping cost strategy speaks for itself. The manufacturer does not include the cost of delivery of goods in the price.
- Price differentiation strategy for sales promotion. Suitable for you if the product is at the stage of maturity of the life cycle. There are a few more strategies here.
Lure price strategy. If your assortment has a sufficient number of products, you can apply this strategy. It consists in setting prices much lower than market prices for any one product. The remaining goods are offered at the average market price or above the average price. The strategy is especially suited to retail stores.
Price strategy for special events - promotions, discounts, gifts. We won't stop here. Let's just say that there are discounts for timely payment of goods in cash ( wholesale), volume discounts, dealer discounts, seasonal discounts (if you sell a seasonal product, you need to stimulate sales in the off-season).
Product distribution strategy
As part of the distribution strategy, it is necessary to determine the type of distribution channel and the intensity of the distribution channel. Let's deal with everything in order.
Distribution channel type
There are three types of distribution channels:
- direct channel– movement of goods without intermediaries. Used when a company offers high-tech or exclusive products to a small segment.
- Short channel with the participation of a retail trader. In this case, an intermediary appears who will sell your product to the final consumer. Suitable for small companies.
- long channel with the participation of a wholesaler (wholesalers) and a retail trader. If you have a high volume of production, then this channel will provide you with a sufficient number of outlets.
Distribution channel intensity
The intensity of the distribution channel depends on the product and production volume.
There are three types of distribution intensity:
- intensive distribution. If you own a large production and offer a mass product, then this strategy is for you. It assumes the maximum number of outlets.
- selective distribution. Selection of retail traders on any basis. Suitable for those who offer a premium, specific product.
- Exclusive distribution. Careful selection of merchants or independent distribution of products. If you offer an exclusive or high-tech product, you should choose this type.
Having considered these elements, we will get a product distribution strategy that will be included in the overall marketing strategy of the company.
Product promotion strategy
There are two main promotion strategies:
- Stretching progress involves stimulating demand in the market by the manufacturer on his own, without the help of distributors. In this case, the consumer himself must ask for your product from distributors. This can be done using promotional tools (advertising, PR, sales promotion, personal selling, direct marketing). In this case, the promotion strategy must specify all the tools used and the timing of their use;
- push promotion. In this case, you must make sure that it is profitable for distributors to sell exactly your product. You have to “force” him to promote your product. This can be done with the help of discounts to sales representatives.
At first glance, choosing a marketing strategy seems to be a very time-consuming and lengthy process. However, after going through all the described stages of determining a marketing strategy for each level of the strategic pyramid, you will understand that it is not so difficult. Let us give you an example to prove our words.
Marketing strategy example
Step 9 Calculation of the overall marketing budget. We repeat once again, here will be only approximate figures.
Step 10 Marketing strategy analysis.
That's it, our marketing strategy is ready.
The domestic market of goods is in the process of constant modification, at the moment of economic development there are huge potential opportunities for its development. The product promotion strategy, as one of the most important strategies, also has great potential and can change in accordance with changes in the economic environment.
To determine the strategy for promoting goods, the following circumstances are most significant:
First, the solvency of the population differs sharply in a number of large cities and in the rest of Russia;
Secondly, there are sharp differences between groups of enterprises: along with enterprises of high technical and technological level, financially stable, highly profitable most enterprises have backward technology, outdated production assets and correspondingly low profitability;
Thirdly, the excessive differentiation of the population in terms of income. The average income of wealthy people is approximately 12 times higher than the income of a similarly large group of low-income people.
Under such conditions, product promotion strategies are diverse and even contradictory. Moreover, different strategies and their features can be fundamentally different. For example, although the sign of improving the solvency of the population is always valid, the attitude towards it is different. Some enterprises consider it the main incentive for further increase in sales, while others, regardless of the solvency of the population, continue to double their turnover annually or, in extreme cases, increase it by 1.5 times.
In this paper, we will consider a strategy for promoting goods. It allows you to make a forecast of future development, taking into account the state of the market and the resources of the company itself. With the help of a product promotion strategy, it is possible to evaluate market risks and opportunities, identify vacant market niches or ways to penetrate those already occupied, determine the basis for a media and creative campaign. Traditionally, one of the stages of the strategy for promoting goods to the market is advertising - in each case, their own advertising channels and media are used.
The promotion strategy is the positioning of the brand and the creation of an integrated marketing communications system. In general, a set of marketing work on a promotion strategy includes a description target segment, positioning, brand structure, marketing message distribution channels and media plan.
The strategy for promoting a product on the market includes: a strategy of differentiation and positioning; PR strategy; GR strategy; advertising strategy; marketing strategy; commodity strategy; pricing strategy; dissemination strategy; corporate strategy; business unit strategy; brand strategy (trademark)
PR-strategy - these are the directions of activity and the mechanisms for their implementation to solve specific problems of the project. The strategy must include the following elements:
- - information about the current situation (to obtain such information, a preliminary study is carried out);
- - goals and objectives for a certain period of time: strategic and tactical;
- - target audience, including target groups and subgroups (these data are also identified as a result of internal and external research);
- - main directions of movement (strategy directions);
- - clear work schedules - PR-plans. A PR plan is an important element of a PR strategy. Such plans are developed in accordance with the mechanisms for implementing the strategy and contain clear action algorithms within a certain time frame. For example, in a PR strategy, annual, quarterly, monthly PR plans can be highlighted.
GR - the organization's strategy is based on the principles of systemic interaction with public authorities and public organizations to create favorable competitive conditions in external environment; introducing innovations and opening up new markets; promotion of investment projects; monitoring the legislative environment and society's attitude to the company's products and services; identifying possible strategies for influencing government decision-making; formation and maintenance of the image of the organization in the outside world; reduce risks and increase profitability, and promote the prosperity of the enterprise and its sustainable development.
Advertising strategy - a strategy of the optimal form, content, time and way of delivering a mass advertising message to a specific audience, which serves as part of the implementation of a communication marketing strategy. The purpose of the advertising strategy is to achieve a certain communication effect in the audience in contact with the advertising message and encourage it to the target behavior.
A marketing strategy is an element of a company's overall strategy (corporate strategy) that describes how a company should use its limited resources to achieve the maximum result in increasing sales and profitability from sales in the long term.
Commodity strategy is the development of directions for optimizing the product range and determining the range of goods that is most preferable for successful operation in the market and ensuring the efficiency of the enterprise as a whole.
A pricing strategy is a set of practical factors and methods that it is advisable to follow when setting market prices for specific types of products manufactured by an enterprise.
A product distribution strategy is the activity of bringing a company's products to the end consumer. This activity includes the selection of distribution channels, the organization of a distribution network, including the creation of a network of wholesalers and retail stores, providing transportation and warehousing, establishing a supply system, etc.
A corporate strategy is the overall plan for managing a diversified company. The corporate strategy covers all areas of the company's activities. The overall strategic plan is developed over a period of time, usually up to five years, and reflects the position that the company wants to take in the coming years.
A business unit strategy (SBU) is an independent division of an enterprise responsible for a specific product range, with a concentration on a specific market and a manager with full responsibility for combining all functions into a strategy.
The brand strategy defines who the consumer of the brand is, what the idea and differentiating positioning attribute should be, what physical and emotional characteristics are needed, what the visual image of the brand will be, what product content the brand will have, what pricing strategy is acceptable, through which distribution channels to sell, how build communications and how to promote the brand. The brand strategy tells what the brand will become, for whom, and how it will develop.
There are such basic strategies for promoting a product on the market as:
1. "Push" product promotion strategy. The "push" method involves "power" methods of trade, the imposition of products on the consumer through targeted advertising impact and sales promotion activities for intermediary links. When using this product promotion strategy, the advertising efforts of the manufacturer should be directed primarily to wholesalers and retailers. For them, it is necessary to develop special offers, create a preferential regime for the purchase of goods. Thus, there will be an improvement in the very methods of promotion and methods of trade. The ultimate goal of this strategy is to build such relationships within the distribution channels, when the product is "pushed" to the market along the chain, and the promotion process goes on continuously until the product reaches the end consumer. It should be noted that this species promotional activities It is characterized by high cost and narrow focus, since priority work is carried out with dealers and agents, which leads to an increase in the cost of industrial advertising and, as a result, a decrease in the cost of consumer advertising.
In the case of applying the "push" strategy, it will be the sale of goods with delivery, the organization of courses for resellers, the increase in discounts on supplied products for wholesalers and retailers, participation in specialized exhibitions, and demonstration of goods at exhibitions. When implementing this type of product promotion strategy, it is necessary to carefully consider two main issues: training of personnel who will be involved in the promotion system, and developing an optimal system of discounts. The staff must have full information about the product, be active, friendly, but not intrusive. The discount system is developed taking into account possible long-term cooperation, therefore, a rather high discount is not initially offered. It's better to stick here gradual increase as the volume of purchases or the term of cooperation grows.
2. "Pull" product promotion strategy
"Pull" strategy means an active advertising and promotional campaign directed through means mass media to the end consumer. The latter, having received an advertising message or an additional incentive in the form of a discount, coupon, special offer, asks for a product in the store, thereby moving its owner to order a certain type of product. Accordingly, a reverse chain is built: the retailer orders the name from the wholesaler, and the wholesaler orders from the manufacturing company.
As a rule, this strategy is used at the last stage of product creation, so that by the time it arrives, the consumer has created one or another attitude towards it.
- 3. The strategy of geographical expansion of the market - the development of new, including foreign, markets, including the expansion of not only the export of goods, but also the export of capital, when enterprises, plants and factories are created abroad that produce goods locally in former importing countries bypassing restrictive trade barriers and taking advantage of cheap labor and local raw materials.
- 4. Diversification strategy - the development of the production of new goods, product markets, as well as types of services, including not only the differentiation of product groups, but also the distribution entrepreneurial activity into completely new areas unrelated to the core activities of the firm.
- 5. Segmentation strategy - deepening the degree of saturation with the offered goods and services of all consumer groups, choosing the maximum depth of market demand, including its smallest shades.
It should be borne in mind that the strategy for expanding the market activity of firms also includes the fourth dimension of market actions - the rhythm (tempo, speed) of these processes. Naturally, a faster rate, other things being equal, gives top scores and brings significant success in ensuring preferential competitiveness.
6. The strategy of mass, undifferentiated, standard marketing.
This strategy is also called the cost advantage strategy. In this case, the seller ignores differences in segments and addresses the entire market at once with the same product, that is, it is engaged in mass production and sale of the same product for all buyers at once. The firm targets a broad market and manufactures goods in large quantities.
At the same time, the producer company focuses its attention and efforts not on how the needs of individual consumer groups differ, but on what these needs have in common. It develops products and a marketing program that will be received positively by the widest possible range of customers. An example of this is the strategy of the American soft drink company Coca-Cola, which previously produced only one type of drink and sold it in all markets to all consumers under the same type of marketing program, believing that they all like it.
A significant advantage of this strategy is the low level of costs due to mass production (minimum unit costs and low prices) and a single marketing concept. This allows you to increase profit margins compared to competitors, better respond to rising costs and attract consumers who are guided by a low price level.
In addition, such a strategy provides the widest possible boundaries of the potential market. No need to exercise expensive marketing research market segments and planning by segment. The costs of producing a product, maintaining its inventory and transporting it are low. Advertising costs are also low. The company strives to create a product designed for the largest market segments.
However, if other firms are pursuing a similar strategy in the same market segments, then there may be tougher competition and a decrease in the profitability of operations. In addition, smaller segments of the market do not receive due attention and care from sellers.
7. Strategy differentiated marketing by goods.
The firm produces different kinds one product, different consumer properties, quality, design, packaging, etc. and intended for different groups of consumers in the market, i.e. for multiple segments.
Thus, the company decides to work in many segments and develops a separate offer for each of them. By producing a variety of goods, firms-sellers intend to achieve an increase in sales and deeper penetration into each of the market segments they master. Firms are also counting on an increase in repeat purchases, since each product is created for a given group of consumers and corresponds to their wishes.
Such a strategy involves significant costs and targets a large market, offering many individualized, distinct products designed to satisfy multiple market segments. In each group of consumers, the goods offered by the company are considered as unique in design, technical and economic characteristics, reliability, safety, etc. therefore, despite the fact that the product costs more than according to the mass marketing strategy, the price will not play such an important role for consumers, since the degree of satisfaction from using the product, produced taking into account their consumer needs, will be much higher. They will give preference to the trademark of this firm.
8. The strategy of concentrated, targeted marketing.
The firm-seller concentrates its efforts on one or several few market segments, develops marketing approaches and produces goods based on the satisfaction of consumers of these particular groups of buyers.
According to such a strategy, the product must meet the needs of the relevant consumer group to the maximum extent possible.
The company studies the market in detail in order to identify the optimal segment in terms of economic, commercial and social characteristics. For each market segment, the firm constructs a separate marketing program, although this is associated with building long-term strategic goals and increasing costs.
Typically, a firm identifies a specific market segment through low prices and special offer. It can control costs by focusing on a few key products for a specific group of consumers, creating a high reputation for serving a market that may not be satisfied, not covered by competitors' activities, i.e. represent in a certain sense a "market window".
The concentrated marketing strategy is quite attractive for firms with limited resources, small enterprises, when instead of concentrating efforts on a small share of a large market, the company prefers to concentrate its efforts on a large share of one or more market segments. The company provides a strong market position in the selected segments, because it has the most detailed information about the requirements of these segments, knows the specifics of the needs of consumers and enjoys a good reputation with them. It manages to achieve some savings in many areas of its activity due to the narrow specialization and focus of its work.
However, such a strategy is quite vulnerable and risky, since it is focused on a small number of segments or one segment, which may not justify the hopes and calculations of the firm or be the object of a similar policy of a competing firm. Since a differentiated marketing strategy seems to be safer and more stable in terms of strategic success, and firms prefer to work simultaneously on several market segments and even diversify their areas of business. In addition, a concentrated marketing strategy is effective for a certain period as a temporary or single product strategy or commodity market, which ensures the concentration of efforts for the development of new market segments and expansion of its activities. However, as soon as this task is solved, the company switches to a differentiated strategy or conducts it across the main product groups in parallel with the concentrated marketing strategy to develop a new narrow market segment for a particular product.
Consider what the concept of "new product" means.
Three main approaches to the definition of the concept of "new product" can be identified.
- 1. Proceeds from the time criterion: any newly manufactured product is referred to as new. The criterion of novelty in this case is not the qualitative originality of the product, but the time of its development and production.
- 2. Based on the requirement to highlight the criterion for distinguishing a new product from its analogues and prototypes. As such a criterion, it is proposed to use the principle of generating and / or satisfying a previously unknown need with goods. Close to this point of view, according to which only a product that satisfies fundamentally new needs should be considered a new product.
- 3. It is based on the following premise: it is necessary to proceed not from a single criterion, but from a certain set of them, characterizing certain aspects of the novelty of the product.
Thus, a new product is any progressive change that distinguishes a product from previously known ones. These changes may affect raw materials, materials, designs, technologies, external design, and more.
To introduce a new product of the Siberian Bread group of companies, it would be humane to use the strategy of mass, undifferentiated, standard marketing, since this strategy is aimed at a wide coverage of the target audience, focusing on a low price level, with minimal production and sales costs.
Thus, the promotion strategy is the positioning of the brand and the creation of an integrated marketing communications system.
It includes: strategy of differentiation and positioning; PR strategy; GR strategy; advertising strategy; marketing strategy; commodity strategy; pricing strategy; dissemination strategy; corporate strategy; business unit strategy; brand strategy (trade mark).
For the Siberian Bread group of companies, it is worth applying the strategy of mass, undifferentiated, standard marketing.
Introduction
1 The concept of product promotion
2 Product promotion strategies
Conclusion
List of used literature
Introduction
In business, it is very important to accurately formulate the task and determine the marketing strategy. The complexity of the problem lies in the fact that in the process of activity at the present stage of development of market relations in Russia, one has to deal with completely different conditions: with backward enterprises with low profitability, high energy intensity, old equipment; as well as with advanced enterprises with modern technologies, equipment and qualified managers. In addition, a new market environment has emerged, consisting in the presence of an import substitution process and the opportunity to occupy free market segments quality goods, as well as in the transnational corporations that remained in significant numbers after the crisis, selling goods High Quality.
Development and adoption strategic decisions take place in conditions of extreme instability and uncertainty in the development of the market and the marketing environment.
On this economic stage product promotion strategy in the enterprise is one of the most important.
Promotion of goods from the producer to the buyer includes various stages. Successful promotion requires advertising, publicity, and other methods of stimulation. The immediate moment of the sale of goods to the buyer is the final point of promotion. Therefore, it can be argued that promotion is exclusively important element marketing aimed directly at the customer.
1 The concept of product promotion
Promotion is the activity of planning, executing and controlling the physical movement of materials and finished products from their places of production to their places of consumption in order to meet the needs of consumers and make a profit.
The main methods of product promotion are presented in fig. one: