Chapter 2 Project Goals and Objectives In this chapter... Developing a project assignment Assessing the need to develop a project Describing the required results of the project Defining assumptions The success or failure of every project depends on how well it meets

Define goals and objectives Goal is very important because it determines the structure of the entire document. Ask yourself the question “Why do I need this presentation?”, answer it and proceed to further actions. You must clearly understand why and for what you are bringing

04Feb

Hello! In this article we will talk about marketing in simple words - what it is, why and how to apply it in an enterprise.

Today you will learn:

1. What relates to marketing, functions and types of marketing;
2. What are the marketing strategies for an enterprise, and what does a marketing plan consist of?
3. What is marketing in business, and how to distinguish it from business for the consumer;
4. What is it and how not to confuse it with a financial pyramid;
5. What is Internet marketing and its advantages.

The concept of marketing: goals and objectives

There are at least about 500 definitions of marketing. Often, with such an abundance of definitions of this concept, it is difficult to understand what relates to marketing.

Explaining in accessible language, marketing - This is the activity of an organization aimed at making a profit by satisfying the needs of customers.

In a broad sense, many marketers view marketing as a business philosophy, that is, the ability to study the market, the pricing system, predict and guess customer preferences, effectively communicate with them in order to satisfy the needs of consumers and, accordingly, make a profit for their enterprise.

Based on the definition, it is logical that the purpose of marketing at the enterprise is to meet customer needs.

And the famous economic theorist Peter Drucker notes that the main goal of marketing is to know the client so much that the product or service can sell itself.

To achieve the organization's goals, marketing activities involve solving the following tasks:

1. Detailed market research, in-depth analysis of customer preferences;
2. A thorough study of the pricing system in the market and development of the organization’s pricing policy;
3. Analysis of competitors' activities;
4. Creating a range of goods and services for the organization;
5. Release of goods and services that meet demand;
6. After-sales service;
7. Marketing Communications

When solving marketing problems, you must be guided by the following principles:

1. Studying the production capabilities of the enterprise;
2. The process of planning methods and programs for marketing a product or service;
3. Market segmentation;
4. Constant updating of goods and services, ways of selling them, improvement of technologies;
5. Flexible response of the organization to constantly changing demand.

Marketing functions

Marketing performs a number of functions:

1. Analytical;
2. Production;
3. Management and control function;
4. Sales function (marketing);
5. Innovative.

Analytical function involves the study of external and internal factors influencing the organization, the study of consumer tastes and the range of goods. It is worth noting that it is necessary to analyze the internal environment of the organization in order to control competitiveness in the market.

Production function includes the development and mastery of new technologies, organizing the production of goods and services, organizing the purchase of material and technical resources necessary for the enterprise. In addition, the production function refers to the management of the quality and competitiveness of the finished product or service, that is, maintaining the quality of the product in accordance with established standards.

Control and monitoring function provides the planning and forecasting process at the enterprise, organization of the communication system, information support and risk management.

Sales function includes the pricing and product policy of the organization, provides a system of product distribution and expansion of demand.

Innovative feature in marketing, plays the role of developing and creating a new product or service.

To solve problems and achieve set goals in marketing activities, it is necessary to apply the following marketing methods:

• Studying the market situation:
• Survey;
• Observations;
• Methods of generating demand and stimulating sales;
• Analytical methods:
• Analysis of the external environment of the organization;
• Consumer analysis;
• Analysis of existing products;
• Planning the range of future products;
• Development of pricing policy;
• Information methods:
• Advertising;
• Personal selling;
• Propaganda;
• Consultations.

Thus, based on the definition, goals, objectives, functions and methods of marketing, we can conclude that the science of marketing is focused exclusively on the consumer and meeting his needs.

Types of Marketing

Depending on demand distinguish between the types of marketing presented in table 1.

Table 1. Types of marketing depending on demand

• Demarketing – a type of marketing that is aimed at reducing demand. This situation is possible when demand significantly exceeds supply. To deter consumers, the organization raises the price of a product or service, refuses advertising and tries to reorient the client.

A striking example is the use of demarketing in the cold season, when the need for electricity increases significantly. Since this can negatively affect the entire electrical grid system, and very expensive equipment may fail, marketing workers develop programs to reduce demand or redirect it.

• Conversion Marketing – a type of marketing aimed at creating demand. It is used in case of negative demand for a product or service. To do this, they develop a plan for promoting a product or service, lower prices or re-release the product. To promote a product or service when demand is negative, advertising and PR campaigns are used.
• Incentive Marketing used when there is no demand. It is necessary to stimulate demand, taking into account first of all the very reason for the lack of demand.

There may be no demand for products if:

• The product is not relevant on the market;
• The product loses its value;
• The market is not ready for the emergence of a new product or service;

To interest the buyer and increase demand, the enterprise uses tools such as a sharp reduction in the cost of a product or service, increased advertising activities, the use of trade marketing methods, etc.

• Developmental marketing – a type of marketing in which potential demand must be converted into real demand. That is, you should determine the needs of customers and create a new product or service that meets these needs.
• Remarketing used in situations where demand needs to be revived. That is, the demand for products is falling and it needs to be restored by introducing new characteristics and features into the product or service. For example, first Clear Vita ABE anti-dandruff shampoo based on the new zinc pyrithione formula and the unique Vita ABE formula was created for both men and women. Subsequently, Clear experts proved that the scalp of men and women has a different structure, and released a line of Clear Men and Clear Woman shampoos.
• Synchromarketing – a type of marketing in which it is necessary to stimulate demand, as it fluctuates. The tasks of synchromarketing include smoothing out irregular demand by establishing flexible prices and various ways of promoting products. This type of marketing is usually used in the case of seasonal demand or any other cyclical fluctuations, as well as climatic factors that greatly influence demand. A striking example of the use of synchromarketing is the offer of various set lunches and business lunches in cafes and restaurants during the daytime at a reduced price. Since there are much fewer visitors during the day than in the evening, daytime prices are therefore lower than evening prices.
• Supportive Marketing An organization uses it when demand matches supply and it is necessary to continue to stimulate demand for a product or service. To maintain demand at the proper level, it is necessary to conduct a correct pricing policy, stimulate sales, conduct advertising, and control costs.
• Adversarial Marketing is used when there is constant irrational demand for products, which is contrary to the interests and well-being of the population. In such a situation, it is necessary to stop production and carry out anti-advertising. Counter-marketing tools are used on products such as alcohol and tobacco products.

Depending on market coverage There are mass (undifferentiated), concentrated (targeted) and differentiated marketing.

Undifferentiated Marketing Concept involves a product intended for all market segments. Product differentiation is not carried out; products are sold at low prices.

With concentrated marketing the situation is the opposite. Products or services are designed for a specific group of customers.

When using differentiated marketing forces are directed to several market segments. But it is worth noting that a separate offer is created for each market segment. This type of marketing is considered more promising in relation to the previous two types.

Marketing Strategies and Marketing Plan

There are 2 levels of marketing at an enterprise:

• Tactical;
• Strategic;

Tactical, or in other words, operational marketing involves developing short-term plans to achieve the organization's goals.

Strategic Marketing aimed at developing long-term prospects for the enterprise’s operation in the market. That is, the internal capabilities of the organization are assessed on the influence of the external market environment.

Marketing strategies are classified into the following groups:

• Market expansion strategy;
• Innovation strategy;
• Diversification strategy;
• Reduction strategy.

Market expansion strategy otherwise called a concentrated growth strategy. That is, the company's strategy is aimed at horizontal development, conquering a larger part of the market in the fight against competitors, and improving existing products or services.

Innovation strategy otherwise defined as an integrated growth strategy. That is, the organization’s activities are aimed at vertical development - the creation of new goods and services that will have no analogues.

Diversification strategy the organization chooses if the probability of “survival” in the market with a certain type of product or service is very low. Then the organization can produce a new product or service, but at the expense of existing resources.

Reduction strategy used when an enterprise remains on the market for a long time for more efficient operation. An organization may undergo reorganization or liquidation.

Marketing strategies are also distinguished by market coverage:

• Mass (undifferentiated) marketing strategy;
• Differentiation strategy;
• Individualization strategy;

Mass Marketing Strategy aimed at the entire market as a whole. Market advantage is achieved by reducing costs.

Differentiation strategy focused on capturing most of the market segments. The advantage is achieved by improving the quality of products, creating new designs, etc.

Consumer Personalization Strategy aimed at only one market segment. The advantage is achieved through the originality of a product or service for a specific target group of customers.

Developing a marketing strategy consists of seven stages:

1. Market research;
2. Assessment of the organization's capabilities;
3. Assessing competitors' capabilities;
4. Setting marketing strategy goals;
5. Research of market segments and consumer interests;
6. Positioning development;
7. An economic assessment of the strategy is being carried out.

Stage 1. An analysis of macroeconomic indicators, the political, social and technological situation, as well as the influence of international factors is carried out.

Stage 2. To assess the capabilities of an enterprise, economic analysis, marketing analysis, production capacity assessment, portfolio assessment and SWOT analysis are carried out.

Stage 3. Includes an assessment of the organization's competitiveness. Competitor strategies, strengths and weaknesses, and ways to establish superiority over competitors are studied.

Stage 4. At the next stage, the goals of the marketing strategy are established.

Stage 5. Includes research into customer needs and methods and time to market.

Stage 6. Specialists receive certain recommendations for enterprise management.

Stage 7. An assessment and analysis of economic strategy and control tools is carried out.

To summarize, we can conclude that a marketing strategy reflects a plan to achieve the company's business goals, which evaluate the production capabilities and financial budget of the organization.

The marketing plan is inextricably linked with the marketing strategy of the enterprise, that is marketing plan implies a special document reflecting the organization’s marketing goals and objectives, as well as marketing strategies that will be applied in practice.

To specify the marketing plan, a marketing program is drawn up, which will indicate who is doing what to do and how to do it.

To implement a marketing plan, you must adhere to the following principles:

• The principle of rolling planning;
• Principle of differentiation;
• The principle of multivariance;

Rolling planning principle applied depending on the market situation. This principle involves introducing adjustments to the current plan. For example, a marketing plan is designed for 3 years, but the market situation changes quite often, so amendments and adjustments to the plan are required annually in order to be competitive.

Principle of differentiation assumes that an established product or service may not appeal to everyone. Therefore, using this principle, it is possible to reorient to serve any category of consumers selected according to certain criteria.

The principle of multivariance involves the simultaneous development of several marketing plans for all possible situations.

The structure of the marketing plan is as follows:

• Determine the mission of the organization;

The mission of the organization involves identifying strengths in order to become successful in the market.

• Compile a SWOT analysis of the enterprise;

SWOT-analysis is a situational analysis that reflects the strengths and weaknesses, capabilities of the organization, as well as threats under the influence of internal and external environmental factors.

• Set marketing goals and strategies;

It is advisable to set goals and define strategies for each area separately.

• Development of the organization's pricing strategy;

• Selection of market segments;

In this block, when choosing market segments, the emphasis is on reducing costs and increasing sales efficiency through sales volume and prices.

• Scheme for selling a product or service;

Here it is necessary to highlight the product sales channels, whether they work effectively, in what quantity and how they are implemented in the organization.

• Implementation tactics and sales promotion methods;

At this point, it is necessary to decide on methods for selling goods or services that could be successfully used both in the short term and in the long term.

• After-sales service policy;

Here we need to constantly improve the after-sales service system. It is necessary to compare the level of service with competitive enterprises, improve the qualifications of employees, and monitor their communication skills. It is also worth providing certain guarantees and additional services to your customers and comparing them with your competitors.

• Conducting an advertising campaign;

• Formation of marketing costs;

When drawing up a marketing budget, it is necessary to take into account all planned expenses, income and highlight the projected net profit of the organization.

Thus, it should be concluded that a marketing plan is simply necessary for the successful organization of an enterprise. This is a kind of map that helps you navigate the economy as a whole, conduct an effective business and be competitive in the market, receiving high profits.

Business Marketing or B2B Marketing

Marketing in business or otherwise they call it marketingB2 B (business-to-business, business for business) is determined How business relations between industrial enterprises in the market, where goods and services are not for final consumption, but for business purposes.

B2B marketing should not be confused with marketing B2 C(Business to Consumer, business for the consumer), which implies marketing relations in the market where goods and services are created for final consumption.

Marketing in business has distinctive features and characteristic features:

• Demand for business activities stems from consumer demand;
• An organization purchases a product or service to achieve its goals. That is, a business purchase is targeted in nature rather than a consumer purchase. The client buys this or that product to satisfy himself. That is, consumer purchase is emotional in nature;
• Volume of goods or services purchased. An enterprise buys goods and services not individually, but in tens and hundreds of pieces, that is, it makes large purchases;
• The risk of buying a business is much higher than buying an ordinary consumer. The profit of the organization depends on this;
• Business purchases are made by professionals in their field. The purchasing decision is made by several specialists in this field;
• In B2B marketing, the seller knows the buyer's needs better and interacts closely with him;
• An enterprise that makes a business purchase hopes for further cooperation with the seller. Therefore, the provision of guarantees, service and installation plays a significant role here.

Network Marketing

Network Marketing (MLM - multi level marketing) is a technology for selling products from manufacturer to consumer, which is advisory in nature and transferred from person to person. At the same time, the so-called distributor can not only sell the product, but also attract new sales agents to the company.

The business plan of an MLM company assumes that distributors:

• Have you used this product yourself?
• Sold the product to customers;
• They attracted other sales agents to create a network of business entrepreneurs.

The manufacturer himself is responsible for organizing delivery. He ensures that the goods are delivered to the distributor's home. For effective work of sales agents, master classes and seminars are provided to develop sales skills and achieve success in their business.

For the entrepreneur network marketing is an attractive business because it does not require experience and a large initial investment in capital.

For the buyer network marketing also looks advantageous, since truly responsible MLM companies provide quality products and a guarantee for them. In addition, before purchasing a product, the consumer receives all the necessary information about it and receives the product at home.

Network marketing provides for active and passive income. The agent receives active income based on sales volume. And passive income is created through the creation and active development of a subnetwork of distributors.

However, although at first glance, network marketing seems to be an attractive business, in addition to its advantages, it also has a number of disadvantages.

Table 2. Advantages and disadvantages of network marketing

To attract a potential distributor to an MLM business, you can use the following methods:

• Look for partners among your surroundings;
• Look for partners among your friends and acquaintances;
• to promote products;
• Look for partners through social networks;
• Meet new people and attract them to this type of business.

When it comes to network marketing, there is an immediate association with such a definition as a financial pyramid, the activities of which are prohibited in the Russian Federation.

The main difference between network marketing and financial pyramids is that the profit received by MLM companies is divided between distributors, taking into account the contribution of each. And the financial pyramid receives income due to the number of people attracted and their contribution to a non-existent product.

In addition, network marketing can be distinguished from a financial pyramid by the presence of:

• Marketing plan;
• Company guidelines and articles of association;
• The products themselves;
• Training systems.

The financial pyramid does not have a specific marketing plan; it is very confusing and incomprehensible. The company's management is anonymous and, moreover, there is no charter of the enterprise. There is no assortment of goods, there are only a couple of units of questionable products. There is also no training system provided or it costs a certain amount of money, for which they issue cheap advertising brochures.

Network marketing provides training for sales agents free of charge, or training CDs, books or videos on the Internet are issued for a symbolic amount.

Vivid examples of the successful development of network marketing are the companies Amway, Avon, Oriflame, Faberlic and Mary Kay.

To summarize, we can conclude that network marketing is aimed at promoting a product and rewarding the distributor for the work done, and the main goal of a financial pyramid is to attract people and their financial investments.

Internet Marketing

Internet marketing is currently a relevant innovation for promoting goods and services.

Internet Marketing represents the application of traditional marketing activities on the Internet.

Purpose of Internet Marketing– making a profit by increasing the number of visitors to a website or blog, who in the future will become buyers of certain goods and services.

Tools for increasing sales of goods and services and increasing website traffic are:

Helps to create and strengthen relationships with a specific target group that is subscribed to the newsletter.

• Traffic arbitrage – purchasing and resale of traffic at a higher cost;

Internet marketers face the following challenges:

• Promote products and services using;
• Create interesting content for the target audience;
• Process the information received;
• Monitor the operation of the site;
• Maintain the company's image on the Internet;
• Recruit specialists with a narrow focus to perform a specific job.

Online marketing includes the following elements: product, price, promotion, place.

Internet marketing includes strategies such as:

• Viral marketing;
• Comprehensive online marketing;

Viral Marketing is the most challenging yet most rewarding online marketing strategy. It is focused on creating such interesting information that everyone will view hundreds of times, constantly like and repost.

Viral attraction of people is used using:

• Use of videos;
• Use of online games;
• Use of the company website;
• Writing a provocative article that can cause resonance and will be discussed among users;

Effective work and success can be achieved by combining viral marketing on social networks with advertising.

The main advantages of viral internet marketing are simplicity and speed of action. In addition, viral Internet marketing is cost-effective, as it does not require any special expenses. The Advertising Law does not apply to viral advertising. That is, there is no censorship or any restrictions, which makes Internet marketing freer.

Essential disadvantage of viral online marketing there is insufficient control over the process, and the supplied material may be distorted.

Comprehensive Internet Marketing implies a set of various resources and advertising channels to promote a product or service to the market.

The structure of integrated Internet marketing is as follows:

• Strengthening traditional marketing;
• Processing all market segments;
• Advertising profit reports;
• Sales control in branches;
• Building a unified system for promoting a product or service;
• Telephony construction;
• Sales training;

Under PR (PR) means increasing brand awareness. This strategy should be used by all companies, regardless of position, as it helps increase company revenue, attract potential customers, and the brand becomes recognizable and popular on the Internet.

Having considered the goals, tools and strategies of Internet marketing, we can highlight its advantages:

• Large target audience coverage;
• Obtaining information at home;
• Low advertising costs.

Conclusion

In conclusion, I would like to say that marketing is a very interesting science for entrepreneurs. Knowing how a marketing plan is drawn up, when and where to apply this or that marketing strategy, you can remain competitive in the market for a long time, while making a good profit. And, having mastered Internet marketing, you can achieve even greater success in.

F. Kotler identified marketing as a separate specialty. He also gave a definition of new science.

Classic interpretation by F. Kotler, professor, founder of marketing theory: marketing is a type of human activity aimed at satisfying needs through exchange. What marketing is, oddly enough, is often known today only by people directly related to this field of activity. And non-specialists sometimes have rather vague ideas about this area of ​​​​work. In addition, it can be said that marketing in a broader sense is a business management philosophy according to which solving problems and satisfying consumer needs will lead to the marketing goal - the commercial success of the company - and benefit society.

It is obvious that, despite the huge number of interpretations of this term, they are all close in meaning. It is not enough to just know the meaning of the word “marketing”. Its definition will be incomplete if the marketing complex is not separately identified. It includes everything that a company can do to increase demand for its goods and services. Kotler defines the marketing mix as a set of controllable and predictable marketing variables, the combination of which an enterprise uses to obtain the desired response from the target market. The components of the marketing mix include price, product, distribution policy and sales promotion. These 4Ps typically reflect trade marketing. The definition of the marketing mix for the service sector will be broader. It includes people, processes and the physical environment.

Marketing Goals

Marketing Objectives

• An integrated approach to market research and achieving the company’s stated goals. Commercial success is ensured by using all the tools of the marketing mix.
• Identification of unsatisfied consumers and potential demand.
• Assortment planning and pricing policy formation.
• Development of a set of measures to satisfy the current demand for goods and services to the maximum possible extent.
• Development of measures to optimize management.
• Formation of demand.
• Planning and implementation of sales policy.

Marketing functions

• Analytical function. Includes the study of the internal and external environment of the company. This is market analysis, its structure and dynamics; studying the work of competitors and intermediaries; analysis of consumer behavior and product suppliers.
• Product-production function. It involves the creation of a new product that fully reflects the needs of the market and has a fairly high competitiveness through studying the market environment.
• Sales function. The marketing system is responsible for creating certain conditions for the sale of a product so that it is always in the right place, in the required quantity and at a certain time. Examples of viral marketing on social networks, for example, can be one of the ways to market a product.
• Management, communication and control function necessary to ensure a reduction in the degree of possible risk and uncertainty in the economic activities of the enterprise. This also includes monitoring the implementation of medium- and long-term plans.

Strategy development

Marketing strategies are those developed on the basis of studying consumer demand, the behavior of competitors and the conjuncture of the direction of the enterprise’s activities at a certain point in time, which allow solving the fundamental problems of the company, based on available resources in a changing market situation.

Elements of strategy

Any marketing strategy consists of the following elements:

• Marketing plans regarding potential consumer markets.
• Justification of the effective position of a product or company in the market.
• Market dynamics forecast.
• Analysis of potential sales market.
• Analysis of enterprise competitiveness.

Marketing strategies will be effective when they take into account many indicators, such as: analysis of the sales market, external environment, and enterprise.

Implementation of a marketing strategy includes the following stages

• Comprehensive analysis of the enterprise.
• Potential market analysis.
• Assessing the potential of an enterprise in a specific market.
• Industry research.
• Comprehensive analysis of competitors.
• Analysis of the possible influence of external factors on the project.
• Marketing audit of the internal environment.
• Conducting and monitoring marketing activities.

The marketing strategy of each enterprise depends on its goals (retaining or conquering a market segment, product policy, demand generation). Depending on the need to maintain your part of the market or conquer a new segment, strategies of retention, offensive and retreat are distinguished. The attacking strategy involves the company taking an active position in increasing market share. Retention strategy is responsible for the firm maintaining its market share. The retreat strategy, as a rule, is forced and consists of gradually winding down business in this segment.

For any enterprise there are three options for operating in the market.

The first option is the so-called " mass marketing"when an enterprise offers the same product or service to all consumers, without taking into account some differences in their requirements. The most striking illustration of the use of mass marketing is the words of Henry Ford that every buyer has the opportunity to purchase a car "of any color, provided that this color is black." Mass marketing is possible in conditions where:

• there is a shortage (at least minor) in the market;
• buyers are price sensitive and have a fairly low solvency.

At the same time, to benefit from a mass marketing strategy, your enterprise must have the ability to produce large quantities of goods (to achieve economies of scale) and also have reliable access to raw materials. The main benefits of mass marketing are low production costs, the ability to keep prices low, and low marketing costs. However, this option also has dangers - loss of the market due to sudden changes in tastes, fashion, technology, as well as a lack of skills in working with several groups of buyers with different needs. It should be noted that today there are practically no markets left in which mass marketing can be successfully applied.

The second option is " concentrated marketing"when an enterprise selects one group of buyers with similar needs and produces a product or provides a service that best suits the needs of this particular group. However, the product may not satisfy the requirements of all other groups of buyers. In order to adhere to a concentrated marketing strategy, an enterprise must find a fairly large a group of buyers with the same tastes, relatively low sensitivity to price, who pay great attention to the quality of the product or service and have a high ability to pay. To use a concentrated marketing strategy, an enterprise needs to have some know-how: to produce non-standard products that competitors cannot quickly. copy. As a rule, this strategy is chosen by enterprises with limited production capacity. The advantages of concentrated marketing are the ability to charge an inflated price for their products due to their uniqueness, as well as relatively low marketing costs. The main danger for businesses that focus on concentrated marketing is that they become dependent on the group of customers they serve, from unexpected changes in their tastes and preferences.

And finally, the third option - " differentiated marketing", when an enterprise focuses on several groups of buyers and adapts its product/service to the requirements of each group. This model of behavior is advisable to use in saturated markets where there is no obvious shortage, in conditions of high competition. To use this model, an enterprise must have flexible organizational and production structure The main advantage of this option is that, focusing on different groups of consumers, it is possible to minimize risks, therefore, the enterprise will have high market stability. Among the disadvantages are high costs of marketing and production, the impossibility of economies of scale, and the need to develop its own. strategy for each buyer group.

Thus, an enterprise can target the entire market at once, one or several consumer groups. Since you have already conducted a SWOT analysis, you have a sufficient level of knowledge about the market, consumers, competitors, and the capabilities of your company to choose from three possible options for operating in the market the one that will be most effective in your situation.

A group of consumers that has similar needs and responds in a similar way to marketing stimuli (advertising, public relations, etc.) is a market segment. In order to apply concentrated or differentiated marketing, an enterprise must first divide the market into segments and select the most attractive ones.

To divide the market into segments, it is necessary to select so-called “segmentation variables”. This may be geographical location, gender and age of buyers, family composition, income level of buyers, sought benefits when purchasing, purchasing behavior and many other parameters. For example, buyers of billiard equipment can be segmented by purpose of purchase (for themselves or for an organization), by income level (high, medium), and by degree of professionalism (professional, amateur, beginner). At the same time, it is necessary that the variables chosen for segmentation really make it possible to identify groups of buyers that are significantly different from each other. These variables may be different for different products. For example, there is no point in segmenting car buyers by hair color, but shampoo manufacturers successfully use this criterion when producing shampoos for blonde hair.

After you have identified the segments, you need to collect information about the representatives of each segment - who they are, what they need, etc. Once you have gathered this information, you can begin to select the segment (or segments) you want to target. In order for a segment to be sufficiently attractive for an enterprise, it must meet the following conditions:

• Be measurable: it must be possible to clearly define the boundaries of the segment and assess its capacity and potential;
• Be of significant size to enable the company to achieve planned financial results in terms of turnover and profit;
• Be reachable - consumers within the same segment must be similar enough to each other so that they can be offered the same marketing program;
• Be stable: The needs of the customers who make up a given segment should remain relatively constant for a sufficiently long time.

When choosing a target segment(s), you can be guided by the following criteria:

• segment size (determined by the amount of demand, which is calculated based on the number of consumers, the frequency of consumption of a given product and the amount of consumption per capita);
• the presence of competitors and the level of competition in this segment;
• compliance of the enterprise’s products with the requirements of this segment; availability of the enterprise resources and technologies necessary to work in this segment;
• segment potential (how the segment will develop in the future).

Having segmented the market and selected the target segment (or segments), you can answer the first question: who are the buyers of the company's products and services. Next, you should determine why consumers should buy your company’s products, how they differ from the goods and services of your competitors, in other words, what is their distinctive advantage.

Positioning: What makes you different?

Positioning is the actions of an enterprise aimed at creating a certain image of a product or the enterprise itself in the minds of consumers.

For successful positioning, it is necessary to base it on the distinctive advantage of the product or enterprise. A differentiating advantage is something that a company or one of its products has that its target consumers really want and that its competitors do not yet have.

In other words, to discover a distinctive advantage, you need to find a characteristic that:

• your product has;
• needed by customers;
• not found in competing products.

To do this, make a list of the strengths of your product (service) or business. For example, this could be a long shelf life (for milk) or 24-hour operation (for a store). Then check whether your competitors have these advantages (this is where the results of a SWOT analysis come in handy again). Cross out all the strengths that not only you, but also your competitors have - they are not suitable for the role of a distinctive advantage. Next, you need to check whether your unique strengths are needed by your customers.

If you do not find a characteristic that satisfies all three conditions for a distinctive advantage, you can do one of two things. The first way is to take a strength of your product that consumers need but that competitors' products have (but don't emphasize) and make it your "differentiating advantage." The second way is to take a unique strength of your product that is not currently important to consumers (but meets general market trends), and through advertising, sales promotion and public relations, convince consumers of the importance of this parameter, thus making it your differentiating advantage . An example here is the company Jonson&Jonson, which did this when promoting skin care products in the “pH 5.5” series. Before this advertising appeared, consumers were not interested in the acidity level of products, but now the inscription “corresponds to the natural pH level” can be found on every second cosmetic product.

Having chosen the target segment and determined what can become the basis for positioning, you can proceed to setting the goals of your enterprise.

Enterprise goals: direction of movement

The goal of an enterprise is a desired state that can be achieved through the coordinated efforts of all employees in a given period of time.

It is customary to distinguish between 3 types of goals: short-term (set for up to 1 year), medium-term (from 1 to 3 years) and long-term (over 3, sometimes over 5 years). However, long-term planning makes sense only in conditions of a stable economy, when there is a high probability that the situation will not have time to change radically during this time. In our opinion, it is too early to move on to long-term planning in our conditions, so we will consider only short-term planning. However, the processes of setting goals for 1, 3, 5 years or another period are not fundamentally different from each other.

The system of enterprise goals can be depicted in the form of the so-called. "goal tree". The top is the main goal of the entire enterprise for the period under consideration (in our case, a year). Next, the main goal is decomposed (broken down) into the goals of the functional divisions of the enterprise - the goals of the production department, the goals of marketing, the goals of the sales department, etc. These goals are formulated in such a way as to ensure the achievement of the main goal. Moreover, each “branch” of this tree describes not the method of achieving the main goal, but a specific end result expressed by some indicator. Next comes a further decomposition of goals within each division: for example, marketing goals can be divided into sales, promotion, product development, research, etc. goals. The detailing can be continued down to the specific tasks that are assigned to each employee.

Goal setting can occur in the following directions:

For example, a company selling billiard equipment can develop in several directions:

• increasing its share in the billiard equipment market in the region where it already operates (old product - old market);
• offering new goods and services on the market of a given region, for example, opening your own billiard rooms (new product - old market);
• searching for new markets: selling billiard equipment in other regions or to other groups of buyers than those with which the company currently works (old product - new market);
• offering new products and services in new markets; for example, the opening of billiard clubs in other regions (new product - new market).

To ensure that goals do not remain only on paper, they must meet several important requirements.

• Goals must be extremely specific. So much so that all people involved in the process of achieving them understand what they are.
• Goals should be measurable so that you can know that they have been achieved. It can be very useful to highlight not only final, but also intermediate evaluation criteria in order to be able to check how far you have progressed in achieving your goal.
• Goals should be achievable from the point of view of external factors and internal resources. When setting goals, you must feel that it is possible to achieve them within the specified time frame. And at the same time, they must be difficult enough to require effort to achieve them.
• Goals should relate with other, more general goals, as well as with the strategic goals of the enterprise, and work to achieve them.
• For each goal there must be temporary s e frames. It is necessary to determine the deadline, both for the final result and for intermediate ones.
• Goals should be flexible, they need to be installed in such a way that they leave room for their adjustment in accordance with changes occurring in the external environment of the company.

There are two main methods of formulating goals: authoritarian and expert.

When using authoritarian method Formulation of goals The head of the company sets goals individually. He can request the information he needs and/or listen to the opinions of specialists, but he will make the decision independently. The effectiveness of this method of formulating the goals of an enterprise depends on the competence of its first person.

When using expert method goals are formulated by a group of managers and/or specialists of the enterprise. As a result of group discussion, the main problems of the enterprise and ways to solve them are identified. The advantage of this method, in addition to the opportunity to look at the problems of the enterprise from various angles and find out the opinions of all interested parties, is also that with participation in setting goals, possible conflicts between management employees are eliminated and their motivation to achieve their goals increases. However, in a large team it is not always possible to come to a common opinion; in any case, the process of setting goals in this case may be somewhat delayed.

Resume

With this article you can answer three questions:

• what consumer group are you going to work for?
• what strengths of your products should be emphasized and reinforced in the minds of consumers;
• what goals your company is going to achieve over the next year.

To answer the first question, you need to choose one of three options for working in the market: mass marketing (trying to please all buyers at once), concentrated marketing (working for one group of buyers) or differentiated marketing (working for several groups of buyers). If you have chosen the second or third option, you need to divide the market into segments and evaluate each of them. And choose one or more to work with.

To answer the second question, you need to find a quality of your product (or enterprise) that consumers would need, but that competitors’ products lack. This quality will become your distinctive advantage, due to which the company will be able to compete in your chosen market.

To answer the third question, you need to establish the main goal of your enterprise for the coming year, formulate the goals of each department (or employee - it all depends on the size of the enterprise), the achievement of which will contribute to the achievement of the main goal, then continue to decompose the goals.

Goals may relate to:

• operation of your enterprise in an old market with an existing product;
• working in a new market with an existing product;
• working in an old market with a new product;
• work in a new market with a new product.

Your business goals should be specific, measurable, achievable, related to each other, within a specific time frame, and flexible. You can set the goals of the enterprise yourself or with the help of department heads and/or specialists.

In the next article, we'll move on to developing a marketing program for your business.

The following materials were used in preparing the article:

1. Westwood J. Marketing plan. - St. Petersburg: Peter, 2001. - 256 p.
2. Dibb S., Simkin L., Bradley J. A practical guide to marketing planning. - St. Petersburg: Peter, 2001. - 256 p.
3. Zavgorodnyaya A.V., Yampolskaya D.O. Marketing planning. - St. Petersburg: Peter. 2002. - 352 p.
4. Kotler F. Marketing management. - St. Petersburg, Peter Kom, 1998. - 896 p.

Company goals and objectives are incredibly valuable to your brand and can make or break your connection with potential and current customers.

But understanding the meaning of these terms is not as easy as it seems. Often marketers consider goals and objectives to be synonymous concepts. But that's not true.

Brands must be able to formulate goals and objectives that will lead them to success.

Goals and objectives: what's the difference?

In marketing, the terms “goals” and “objectives” are usually not distinguished. But there is a difference between them. Understanding it can be the key to a brand's success.

• Goals are general directions on the basis of which a marketing strategy is drawn up. This is usually an expected result or benefit of the business.
• Objectives are specific actions that need to be completed to achieve your goals.

First, a brand must articulate the goals or expected results of its marketing efforts. Then, focusing on the goals, it is necessary to create a list of actions and initiatives necessary for their implementation.

Let's say you want to improve your website traffic and engagement. In this case, your goals will be to increase traffic and visitor engagement. Specific strategies aimed at achieving these goals, such as publishing SEO content and promoting it on social networks, are your tasks.

Use a SMART approach

When setting goals, use a SMART approach, according to which they should be:

• Specific: Focused on a specific metric or performance indicator.
• Measurable: Able to be objectively assessed.
• Aspirational: motivating to take action.
• Realistic: in other words, achievable.
• Time-bound: the effectiveness of which is assessed after certain periods of time.

The following template will also help you formulate your goals:

By ______ (time/date), the ______ (company name) marketing team will achieve ______ (number/metric) _____ (metric).

You can also use the “every ______ (time period)” guideline to set recurring goals for the team.

From all of the above, it is clear that “attract more traffic to the site” is not a SMART goal. Here's how it should be formulated:

“By the end of the second quarter of 2018, JessWellsIncorporated’s marketing team will be driving 1,200 visitors per month to the site.”

It's much better this way.

When formulating goals, it is important to remember that they must be specific.

Marketing teams often set the following goals:

• Increase sales
• Tell us about a new product
• Increase brand awareness

Such formulations are ineffective. They should always be supplemented with specific metrics:

• Increase sales by 5%
• Increase conversion on a new product landing page by 3%
• Attract 1,000 website visitors and 10 new clients every month

The more specific your goals are, the easier it is to formulate tasks.

Setting goals

By setting specific and measurable goals, your team can begin to formulate objectives. It is important to focus on data about your audience.

For example, if you find that consumers are actively responding to an email campaign, it's definitely worth incorporating into your marketing strategy.

Common Mistakes

The following tests will help you avoid common mistakes:

• Comprehensibility test. Are your goals and objectives clear and clear, and is there any ambiguity in them (especially in terms of measuring results)?
• Feasibility test. Are your goals important enough to justify the costs associated with achieving them?
• Test “So what of this?” If you can't explain why your goal is important, something needs to change.

SWOT analysis

If you find it difficult to define the goals and objectives of your marketing efforts, use the SWOT brainstorming technique.

It involves analyzing internal and external factors and identifying the elements that set you apart from your competitors, as well as the barriers to success.

SWOT stands for this:

• Strengths – Strengths (internal)
• Weaknesses – Weaknesses (internal)
• Opportunities – Opportunities (external)
• Threats – Threats (external)

This approach will ensure that your goals and objectives are aligned with your overall business goals. To do this, you need to consider the following points:

• What are our company's strengths? How is our marketing better than our competitors? What tools and resources will help us achieve our goals?
• What are our company's weaknesses? How can we improve our marketing plans? Do we have resource limitations that will prevent us from achieving our goals?
• What opportunities does our brand have? Can we create content that is interesting to readers? Can we benefit from the latest marketing trends?
• What threats could affect our brand? What do our competitors do better? Could market conditions or audience characteristics prevent us from achieving our goals?

After answering these questions, it is important to focus on your brand's strengths and opportunities, while trying to minimize the impact of your weaknesses and external threats.