I. Introduction.

“How to bring a product to market

II. Modern methods of product promotion

2.1. Internet – as a virtual market for goods and services

2.2.Exhibition is one of the methods of promoting goods

2.3. A strong brand is the main tool of competition

2.4. Franchising

2.5. Telemarketing

2.6. Merchandising - the art of selling

2.8. Success in business – success in the market

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

IV. Conclusion

List of used literature

I. Introduction.

How to bring a product to market.

In modern conditions, the process of promoting a product or service to a market in which there are many similar goods or services from domestic competitors, as well as imported ones, is costly, time-consuming and complex for many companies. And marketing services use various methods of marketing communications in their activities in order to promote enterprise products to modern markets.

Marketing communications – is the constant management of the promotion of your activities to consumers and clients with the aim of:

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

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

3. Motivate promising consumers to act without postponing the purchase for the future.

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

Modern methods of product promotion also include the Internet, Branding, Franchising, Telemarketing, Merchandising, Exhibitions, Advertising and other methods.

In this work, I will describe some of the modern promotion methods used in modern market conditions, as well as methods for promoting enamel cookware produced by LMZ-STEMA LLC, AK LMZ OJSC

II. Modern methods of product promotion.

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

The Internet is a new, fastest growing and incredibly attractive virtual market for goods and services for any type of business. Having absorbed the characteristics of many traditional means of communication and, at the same time, not being their sum, the Internet is not a copy, but an alternative to the real world. The revolutionary impact of the Internet on modern society and, including marketing, cannot be overestimated. Remaining the fastest growing technology, the Internet is fundamentally changing established ideas about the practice of marketing, and new horizons are opening up for marketers. Carrying out marketing activities via the Internet is on average a quarter cheaper than using existing forms and methods. Combining the functions of a mass communication medium, a means of interpersonal communication, a financial transaction tool and, in part, a distribution channel, the Internet is attracting more and more users from all over the world, which represents an attractive commercial potential for any type of business. According to the forecast of the American research company Forrest Research, the number of Internet users by the end of 2003 will reach 60 million people - 21 million more than there were in 1999. The main characteristic of the Internet is interactivity, or in other words, the possibility of feedback/interaction. The interactivity of the Internet and its technical capabilities to store unlimited amounts of information create ideal conditions for searching, collecting, organizing and distributing information, including commercial information. But the availability of the Internet is more limited compared to traditional means of communication. The Internet is a collection of websites that are created by various companies in order to organize access to these sites for numerous Internet users. Companies can create on the Internet both virtual stores, which are functionally no different from regular ones, and representative sites of an advertising and informational nature.

Online store - characteristics.

Relevance of Internet fairs.

All over the world, along with traditional fairs, Internet fairs (virtual fairs) are actively developing.

Traditional fairs are expensive events. In the United States, direct costs associated with traditional fairs annually exceeded $53 billion. Over 80% of general expenses a company’s participation in such a fair is related to the location of the fair, which includes the rental of fair space, the services of organizers, the installation of its pavilion and its ongoing maintenance, working hours and travel expenses of its own employees, as well as transport costs. Considering these circumstances, in developed countries companies give preference to Internet fairs and this area has become very popular. Now in our country, enterprises and entrepreneurs have the opportunity to participate in Internet fairs. The MITS portal is one of the most visited in Russia - more than 1 million visits per year. Therefore, participation in All-Russian Internet fairs becomes very relevant. In addition, MITS is also conducting an additional advertising campaign, which certainly increases interest in this project. Thus, participants in these fairs receive real chances expanding the market for its products, since more than 1 million visits within one year provides a very high probability of success. If an enterprise does not participate in these fairs, then it would be incorrect to say that this enterprise is taking effective measures to stimulate the sale of its products.

Advantages of All-Russian Internet Fairs.

In the system of the Interregional Internet trading network, for the first time in our country, fully functional All-Russian Internet fairs began to function, where there are opportunities to conclude transactions in electronic form using an electronic digital signature.

According to the current legislation of the Russian Federation, in the MITS system, an electronic digital signature in an electronic digital document is equivalent to a handwritten signature in a paper document certified by a seal. MITS uses FAPSI-certified tools for cryptographic protection, including electronic digital signatures. In addition, MITS has the appropriate FAPSI licenses.

All-Russian Internet fairs have a number of advantages over traditional fairs:

Participation is ten times cheaper;

There is no need to spend money on stand design;

There is no need to bear the costs of shipping goods back and forth;

No travel expenses;

Possibility of permanent participation at the fair;

Wider opportunity to provide information about the company and products;

Reaching a much larger audience of buyers and participants;

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

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

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

Availability of mechanisms to guarantee the execution of transactions, which exclude the possibility of dishonest fulfillment of obligations, both on the part of the seller and the buyer;

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

Traditional fairs allow potential consumers to explore a wide range of possible sellers and their products in a relatively short period of time. This is achieved by having private traders gather together in one place and at one time. Online fairs expand this opportunity by allowing them to be held continuously. The continuity of Internet fairs largely compensates for the lack of personal meetings with potential consumers that are typical for traditional fairs. In order to become a participant in the fair and place your virtual stand (for a period of 1 year), the client must pay 300 USD. That is, without discounts, and the client receives a personal electronic digital signature.

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

2.2. An exhibition is one of the methods of promoting goods.

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

A fair is a large exhibition where manufacturers of various goods in a given industry present their products to buyers, as well as other industry representatives. Trade shows and other special events are especially good for public relations purposes such as creating goodwill for a company and providing information to the public. An ideal exhibition should be colorful, spectacular and unusual. Spectator participation is encouraged whenever possible. If viewers can press buttons, look at pictures and ask questions, then the exhibition will be a great success. Businesses also use exhibitions to promote their products. Exhibitions are inaugurated and may include museum exhibits, historical displays, prototypes of new products such as new cars, models of buildings and other structures.

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

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

The design of stands and the training of stand staff are important factors for the success of an exhibition. The design of many exhibition stands can use, for example, interactive technologies - audio and video texts, CDs, telephone communications, corporate television networks, computer conferences and virtual reality. Chrysler has used the Jeep simulator at auto shows to increase traffic and showcase the impressive design features of its all-terrain vehicles. The stands are usually staffed by the company's best sales representatives who have personal contacts with senior managers, representing various intermediary agencies. It is important that the costs of exhibitions are lower than the costs of advertising or personal calls to close deals.

To attract attention, trade shows must rely on multiple media, such as print advertising and direct mail. Souvenirs are also widely used - before, during and after the exhibition - to attract potential buyers, increase the degree of fame and recall of the company, and also increase the willingness of invitees to do business with it. Here, properly conducted pre-marketing is especially important and serves as a guarantee of the success of the exhibition. Research has found that a pre-exhibition incentive gift can almost triple exhibition attendance, just as much as a pre-exhibition invitation. Creative competitions, such as drawing competitions, with interesting prizes, also stimulate stand attendance. Pre-show mailing before the exhibition can, in conjunction with the competition, encourage people to linger at the stand.

2.3. A strong brand is the main tool of competition.

Today, a situation has developed in regional markets in which many domestic producers, having sufficient potential to enter broader interregional and national sales markets, continue to move along the path of least resistance. Producing very competitive products, enterprises use price as the main tool in the struggle for a place in the market. Products are sold at the lowest possible price and are aimed at a group of price-conscious buyers who purchase goods on the basis of the cheapest they can find and do not pay attention to quality. This strategy leads to the fact that the position of the product on the market becomes precarious - a cheaper competitor may appear at any moment, and in addition, the number of such buyers is decreasing from year to year. When attempting to enter the markets of other regions, the manufacturer inevitably faces another problem - the presence of local competitors who are unlikely to want to give up their positions and, in turn, also have plans to expand sales markets. The enterprise finds itself in a situation that it cannot control - as soon as a strong manufacturer appears, the product very quickly loses its gained market share.

To prevent this from happening, it is necessary to start promoting the market by building trademark. A strong brand is the main tool for competition in modern markets.

Brand – this is a combination of a trademark (the name of the product and its visual design) and a range of associations that arise in the consumer when mentioning this product. Building and maintaining a positive image of a product in the consumer’s mind, i.e. creating a successful brand, allows manufacturers to solve four main problems:

• Compete and take a strong position competitive position in relation to other manufacturers in your region;
• Extend your product to other regions and successfully compete with brands already present in these markets;
• Enter the markets of large cities and, first of all, the Moscow market, since up to 30% of Russia’s total trade turnover is sold only on the Moscow market;
• Sell ​​products with a higher profit level by positioning the product in a higher price segment.

Today, many companies have already realized the need to create their own brands, but very few of them represent the process of creating a brand and bringing a product to the market from start to finish. The most important condition for successful penetration into retail chains of such regions is, firstly, a well-thought-out naming and packaging system, secondly, high-quality packaging and, thirdly, systematic advertising support for the product. Sporadic advertising “outbursts” do not bring long-term results, since the effect of advertising wears off very quickly. One, even a very successful advertising campaign in highly competitive markets can ensure the successful launch of a product on the market, but will not decide its fate in the future.

The current level of development of interregional and national markets provides for the fact that professionals should be involved in creating a trademark and introducing a product to the market. When a commodity producer tries to make do on his own, this is almost always visible to the naked eye and can be compared to the appearance of a homemade car on the streets among mass-produced cars. Low quality design and packaging, unprofessionally developed, sometimes funny names - all this does not inspire buyer confidence in the brand. In modern competitive markets, the consumer no longer perceives a product based on its internal merits. Efforts must be made to convince consumers to try it. Those manufacturers who manage to quickly understand this achieve noticeable success. A professionally developed and implemented product promotion strategy allows minimum costs successfully “throw” goods into the highest price category not only in the markets of the Central region, but throughout Russia and sell them with a significantly larger share of profit compared to unlabeled goods without a trademark.

Today we are witnessing a turn in public consciousness towards domestic brands. Moreover, this trend is based not only on nostalgia for the “good old days” or on the low purchasing power of the population. To a large extent, consumer preferences of Russians are formed under the influence of conscious patriotism, rational choice buyers. Quality and packaging of many Russian goods have undergone significant changes, products are produced that are not inferior to the best foreign analogues, the approach to working with a trademark has changed. The word brand is often equated with “trademark,” although brand is a more capacious term that includes other, broader concepts.

Brand is a name, term, symbol or special sign that allows one seller's goods or services to be identified from those of another. A trademark is the proper name of a product, it is indicated on the packaging.

Trademark is an officially registered trademark.

Brand – not just a registered trademark, it is a successful, popular trademark with a stable circle of loyal consumers. The popularity of a brand implies that it is known and used by a significant number of people.

In the Russian market today, real patent wars are being waged over trademarks - well-known and not so well-known. The mechanism for resolving disputes over trademarks in Russia is just being developed. An important issue is the possibility of exclusion from competitors producing the same product.

So, what should a good brand “be able to do”? She should:

• emphasize the characteristics of the product - its benefits, properties, use, action, result of use;
• be easy to pronounce, write, remember;
• be original, effective, attract the attention of potential consumers;
• be conceptually suitable for new products that may be added to the product line;
• be patentable in order to prevent its use by other manufacturers.

How advisable is it to create trademarks if this increases the costs of packaging, labeling, advertising, legal protection, and the risk of not satisfying the consumer increases? A trademark gives the seller several advantages:

It simplifies the process of placing orders and delivering products. Thus, Anheuser-Busch receives a specific order for one hundred cases of Michelob beer in 0.33 liter bottles, and not a request for “some of your best beer.” Moreover, the seller will easily correct the error if he completed the order incorrectly, or will deal with the validity of complaints about the poor quality of the product;

A trade name and mark provides legal protection for the unique qualities of a product, which competitors could otherwise copy with impunity;

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

Trademarks help the seller to clearly segment the market. Instead of selling one brand of laundry detergent, P&G could offer 8 brands, targeting specific market segments seeking different benefits;

Strong brands help strengthen corporate image, simplify the introduction of new brands and ensure the favor of distributors and consumers.

Obviously, distributors prefer to work with manufacturer's brands that make goods easier to handle, guarantee a certain standard of quality, reinforce buyer preferences and simplify supplier identification. Consumers expect brands to help them identify quality differences and improve shopping efficiency.

2.4. Franchising.

Franchising (from the French franchir - the right to freedom to conduct any activity) was invented in medieval England. The monarchs of Foggy Albion had a very widespread tradition of granting the nobility the right to collect taxes, hold fairs, organize bazaars and participate in other equally profitable enterprises. In return for royal favor, subjects were obliged to give part of the proceeds. Today, franchising is a business organization in which the owner of a brand (franchisor) transfers to an entrepreneur or company (franchisee) the right to sell a product or service under its brand. Usually, along with the brand, the franchisee is also provided with the technology for selling goods or services. In return, the franchisee undertakes to work according to predetermined laws and business rules that are established by the franchisor. In 1851, sewing machine manufacturer Singer began trading through financially independent firms that received exclusive rights to sell and service sewing machines in a specific territory. In 1898, a similar system was developed by General Motors. According to the agreements concluded by the company with dealers, the latter did not have the right to sell cars from other manufacturers. Moreover, dealers were required to invest their own money in service and advertising. Coca-Cola, Pepsi and 7-UP went even further. They began to use franchising in production. Regional partners of non-alcoholic monsters bought concentrate, branded bottles and bottled drinks on site. This was much more convenient than transporting bottled liquid from one end of the country to the other. The system is still in effect. In the 1930s, franchising was first used in the trade of petroleum products.

Today, perhaps, there is no area where franchising is not used. According to its system, hotels and shops, laundries and dry cleaners, car service centers and restaurants, fast food cafes and beauty salons, repair shops and health centers, entertainment clubs and travel agencies. In total, according to the International Franchising Association, 70 types of activities are subject to licensing. Today, franchising is actively used by more than forty major companies. In the United States alone, franchise companies sell $1 trillion worth of goods and services annually. dollars, controlling 40% of the market.

The phenomenal success of franchising in developed countries is explained by the fact that it is beneficial for both franchisors and franchisees. The technology is interesting to franchisors because it brings money for business development: franchisees pay an initial fee, make periodic payments (royalties), pay for additional services, and also help increase the franchisor’s turnover if they sell products distributed by it. Another advantage of franchising for the brand-holder company is the increase in brand awareness. In addition, franchising can help save on marketing costs. Franchisees receive technology that works and brings money, a brand known to customers. In the largest Russian chain of consumer electronics, Eldorado, which has 320 retail outlets in 206 cities across the country, the introduction of franchising has contributed to an increase in the network's coverage and turnover. The decision to open franchise stores was made at Eldorado in the winter of 2001. It was decided to cover cities with a population of 48 to 200 thousand inhabitants. There are about 500 such settlements in Russia, and the network occupied by larger facilities did not reach them. Under the terms of the franchise agreement, the franchisee purchases household appliances and electronics from Eldorado at cost. The franchisor earns from royalties that each franchisee is required to pay - 25% of the difference between purchase and selling prices, or 5% of turnover in purchase prices. The terms of the agreement turned out to be quite acceptable. In two years, thanks to franchisees, the network increased by 125 stores. Franchisees working with Eldorado, famous for its low prices, can significantly improve their business performance. As one of the network’s partners noted, before cooperation he only had enough money to live, and a year after the conclusion of the agreement, he was able to increase the area of ​​the trading floor - up to 120 square meters. m. - and equip a warehouse.

Franchising is less risky than traditional business schemes. Only 14% of US franchised firms go out of business within 5 years. For comparison, the market average bankruptcy rate is much higher than 65%.

However, franchising also has its disadvantages. Franchisees are effectively independent from the business owners. It is difficult for the franchisor to track transactions concluded by the franchisee that could harm his business. And, having traced it, he cannot immediately break off the relationship. An agreement is concluded between the franchisor and the franchisee, in which, among other things, the duration of cooperation is discussed. For some time, the brand holder has to put up with the fact that his brand is being harmed. McDonald's, one of the world's largest franchise networks, did not dare to launch a similar project in Russia. There are so many fears for your brand. The main disadvantages of working under a franchisee's license are that the franchise agreement significantly limits his freedom. The company must operate according to strict technology in a fixed territory. A step to the left, a step to the right are interpreted as an attempt to escape, a jump in place is an attempt to fly away.

The franchise agreement usually includes a definition of the franchisor's "intellectual property." Intellectual property refers to a trademark, know-how, special details of the production process, trade and production secrets, as well as any other information that the franchisor is obliged to transfer to the franchisee. Most franchise agreements stipulate a license under which the franchisee can use the know-how, trademark and business system of the franchisor. The franchisor, along with a license to open stores, can transfer information about trading technology and provide specialists for its implementation.

In Russia, the emergence of franchising dates back to 1993, when the well-known Baskin Robbins sold its first franchise (franchise package - operational manuals, standards). Russian companies followed the foreigners. Econika shoe stores and enterprises began trading under the name fast food“Rostik, s”, “Teremok - Russian pancakes”, “Yum-Yum”, LUKOIL, TNK gas stations and some others.

However, franchising has not become widespread in Russia. Experts cite several reasons for this. Firstly, Russian legislation does not contain the concept of “franchising”. The use of the concept of “commercial concession” significantly complicates the transfer of intellectual property. Secondly, Russian poverty hinders the spread of franchising. To operate under a license, a starting capital of about 100 thousand dollars is required - considerable money for most entrepreneurs. In the West, franchisors practice lending to franchisees through partner banks. By expert assessments, In England, subsidies for franchisees reach 80%. In Russia, most licensing projects do not provide for concessional loans. The implication is that businessmen must have their own money. Thirdly, many franchises sold in Russia are not yet ready for mass use. Russian companies sell schemes that are “raw” in technology, while Western companies sell schemes that are not adapted to Russian specifics. Buying an untested business is very dangerous. This was once again proven by the history of the Big Boy fast food chain, which opened its franchise enterprise in Bangkok several years ago. Local residents perceived the food place as a new temple. They brought rice and incense to the image of Big Boy - a plump boy with a hamburger in his hands. Big Boy was perceived as an unconventional image of Buddha.

2.5. Telemarketing.

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

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

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

The client today is a rather stubborn and distrustful creature. Often you have to not only carry out a sale as such, but also simply break stereotypes, change a person’s opinion about the world around him, smooth out sharp corners and avoid direct insults directed at you. And this despite the fact that it all comes down to breaking the client’s resistance and convincing him that your company’s products are good in this and that way, but competitors cannot provide him with all this, even if they want. Moreover, the offensive takes place on several fronts at once: a mailing list is sent with the company’s offers, an advertising campaign is carried out on a local television channel, stickers are posted on entrances, and potential clients are constantly called. However, failures are quite common. This is explained not only by the desires and whims of the client, who, of course, is always right, but sometimes without a twinge of conscience takes advantage of his opportunity to show character, but rather by the professional qualities of the operator, his ability to find an approach to a person and interest him. Sometimes the operator will be able to make candy out of nothing and sell it to the most distrustful client. Each client must have a special approach. However, there are techniques that are the same for everyone. The client likes to speak beautifully, but everything is to the point. But achieving this, and even in a free conversation, is quite difficult. For successful negotiations, specialists need to not only study the psychology of the person on the other side of the receiver, so that the telephone cannot become an instrument of torture for the client, but also be professionally trained on issues related to the company. To learn how to sell, you need to know what exactly you offer; for this you need, for example, to familiarize yourself with the history of the enterprise, the rules for providing services to individuals with all sorts of calculations, and the direct technologies for providing services. The professionalism of employees determines the face of the company. Telemarketing specialists in companies where this service operates make up the client base. It consists of the addresses and telephone numbers of potential and existing clients, as well as information that needs to be known to maintain business relationships: services, contracts, payments, debts, etc. Telephone sales are becoming increasingly common, and the average representative of society is gradually starting to get used to it. According to experts, the day is not far off when people in Russia will calmly perceive telemarketing as a type of business cooperation, and not express their dissatisfaction with the phone ringing at the wrong time. Of course, to achieve this goal, you need to spend a lot of effort, train first-class specialists who are well versed in psychology, constantly purchase the latest equipment, make workplaces even more comfortable, provide decent wages and constantly expand the client base. It is under these conditions that telemarketing can develop in Russia to the level of international standards. Especially if these are standards business communication by phone.

There are five stages in telemarketing:

1. Establishing contact. The main task: making acquaintances, “building bridges” and establishing positive relationships. The main tool: voice and positive attitude. At this stage, it is not so much important what to say, but how to say it. At this stage, it is necessary, first of all, to interest the client to continue the conversation.

2. Needs reconnaissance. The main task: to find out what the client needs from what you have. The skill of telemarketing at this stage lies in the ability to ask the right questions and listen to the client. Main tool: It is necessary to use the technique of “Closed” and “open” questions and active listening techniques.

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

4. Dealing with objections. The main task: to remove objections and maintain positive relationships. The basic rule: accept the client’s point of view, compliment his objections.

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

Telemarketing rules.

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

4. Refusals over the phone are more common than during personal meetings. You need to accept a refusal calmly: after all, every call brings you closer to your cherished goal. The sale is often made after 3-4 contacts.

5. You need to speak the first phrases slowly, do not immediately pour a waterfall of information on the client - you need to give him time to tune in to the conversation.

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

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

8. To make a call effective, you need to call at the right time, to the right clients with the offers they need.

9. A lesson must be learned from every conversation with a client. A professional is a person who is always learning!

2.6. Merchandising is the art of selling.

The concept of merchandising comes from the English “merchandising” - the art of trading. Simply put, merchandising is a set of activities carried out on the sales floor and aimed at promoting a particular product, brand, type or packaging, the result of which is always stimulating the desire of consumers to choose and buy the promoted product.

Abroad, the first to use merchandising were the most organized retailers, such as supermarket chains. Moreover, they did not do this for manufacturers of goods. It was noticed that by making it easier to search and select a product, turning the selection and purchasing process into an exciting experience and, thus, increasing the time the buyer spends on the sales floor, an additional effect can be obtained.

Subsequently, manufacturers (suppliers) of goods began to use merchandising, as a result of which merchandising also became a tool that provides tangible competitive advantages. Many corporate manufacturers have made merchandising part of their marketing strategy. It is believed that merchandising ideas were brought to the Russian market by multinational corporations such as Coca-Cola, Pepsi-Cola, etc. However, retailers were the first in Russia to use merchandising - not supermarkets, but market traders such as: “ Kalinka Stockman, Global USA. They specially came to work early in order to arrange the goods, as they said, “beautifully” and attract the attention of customers. Thanks to the advent of science, society also acquired a new specialty - merchandiser. The main task of a merchandiser as a specialist in promoting products in retail trade is to maintain a positive image of your company, ensure favorable placement of products on store shelves, and monitor their constant availability for sale. He also supplies stores with advertising and gives souvenirs on behalf of the company.

The functions of a merchandiser also include adjusting retail prices for goods: he monitors competitiveness, advises sellers on optimal size trade allowances. In order to complete all these tasks, the merchandiser visits all the stores assigned to him at least once a week (on average, five or more points per day). He records the state of affairs in each of them in a special passport. Based on the results of the trips, the merchandiser submits a weekly report to the company’s marketing department, which reflects changes in the situation in the sales market for this type of product: the presence or absence of demand, prices set by competitors for similar products, etc. Requirements for candidates for this position, dictated by nothing more than concern for the image of their company: presentable appearance, sociability, higher or incomplete higher education (they willingly take students), age from 20 to 30 years, high efficiency, basic knowledge English language, driver's license category B, learning ability.

There are several rules to remember when using merchandising.

Firstly, it is necessary to organize an effective inventory, that is, the availability of those goods and services that the buyer expects to find in a given store. As a result, purchases from suppliers must be made in proportion to sales. In addition, products should occupy shelf space in accordance with sales levels. This is simply necessary in order to avoid the situation of the lack of best-selling products.

Secondly, the product must be positioned in the most efficient manner. The main (for example, a drinks section) and additional (for example, a rack or display) points of sale must be positioned in accordance with the flow of customers in the sales area. In addition, products should be laid out in such a way that finding the right product is as easy as possible. To do this, you need to create visible blocks on the shelves by brand, packaging and product group.

Thirdly, an effective presentation of the promoted products is necessary. Buyers are more willing to choose products whose prices are clearly marked and clearly visible, so the store must take care of the correct placement of price tags. In order not to mislead buyers, price tags should be located exactly under the product for which they indicate the price.

Merchandising as a science helps to most effectively use the buyer’s space and time to promote a product; it is necessary to arouse interest and even excitement in the buyer. It is very important to ensure the correct placement of advertising materials. There are several general rules that almost all companies use when setting standards for the placement of their advertising materials. In addition to the fact that they must be located directly near the point of sale of the specified product or along the way to it, and must also be clearly visible to the buyer, they must also be relevant (materials for a specific advertising campaign are installed at the beginning of the campaign and withdrawn at its end). It is always necessary to remember that advertising that hangs in the same place for a long time becomes blurred, and the buyer ceases to perceive it. And since the purpose of placing advertising materials is to constantly remind the buyer that he can purchase this product in a given store, the manufacturer has to take care of constantly updating the materials. Keeping the point of sale and the products themselves clean is a very important point that the merchandiser must remember. Not only the level of sales of a given product in a particular store, but also the image of the company as a whole depends on this.

However, it is always worth remembering that success using merchandising can only be achieved through the cooperation of the efforts of the manufacturer, distributor and retailer aimed at improving customer service. Moreover, the manufacturer must constantly improve the assortment, the distributor must ensure the constant presence of goods in the retail network at minimal costs, and the retailer must strive to sell goods of this particular brand that is profitable for him. It is important to remember that successful merchandising is possible only with the participation of all three: manufacturer, distributor and seller, i.e. effective merchandising is, first of all, the result of joint efforts aimed at “winning” the buyer.

It is clear that you always need to start from the store space itself. As a result, store layout is one of the main elements of merchandising. When developing it, it is important to think through methods that stimulate the movement of customers around the sales floor so that they buy more goods than they had previously planned. Stimulating promotion activities are external diversity - the placement of retail equipment, its types, floor level rises, original floor patterns, inclined transitions, information displays, stained glass windows, lighting, smells, sound background, etc. After all, all merchandising is built on human psychology. Knowledge of the psychology of buyers can also increase the efficiency of product display. As shoppers move along the shelves, they are less likely to notice the items at the end of each row. This means that such shelves should contain products in bright, eye-catching packaging, as well as the best-selling product. Here it is advisable to place advertising information on posters, lay out colorful booklets, leaflets, etc. But products from different manufacturing companies that have the same functional purpose must be laid out vertically on the shelf (not forgetting the importance of placing products of the same brand together, within a product group). Moreover, it has been noticed that in stores that have a rich display, goods are sold better. Therefore, sellers must fill and replenish shelves and displays with goods not only before the opening and closing of the store, but also during the working day.

So, merchandising allows you to increase the efficiency of sales, direct the buyer to the desired goal, and the correct layout of the store helps a lot in this. But along with arranging the shelves, you also need to correctly lay out the goods. Moreover, its layout should be based on priority. It is important to remember that even the most popular product, but placed in the wrong place, may remain “out of use”, the buyer simply will not notice it. Priority seats in the sales area are determined depending on the customer flow, that is, on the path that most customers take. Thus, a correctly placed product will always provide maximum benefit to the manufacturer and store. Moreover, you should always remember that in most cases, when planning a purchase, the consumer clearly determines which product groups he wants to purchase (bread, milk, pasta, clothes, shoes, dishes, etc.) Therefore, the store’s assortment can be divided into three groups: goods everyday demand (the purchase of these goods is the purpose of almost every customer visit to a retail outlet), periodic goods (the purchase of these goods is planned once every few visits) and impulse goods (the purchase of these goods is usually not planned). It turns out that one of the most important tasks merchandising is finding places for the best location of the main and additional points of sale of your product. Moreover, the main place of sale is the place where all manufacturers of a given product group are represented, and an additional place always increases the likelihood of purchasing this product. And the whole task of merchandising comes down to placing the product in the main places as efficiently as possible, while not forgetting about additional ones, which can often help effectively promote a particular product. Moreover, the best-selling items of the product group must be located at additional points of sale. In this case, the likelihood of impulse purchases increases significantly. It is also necessary to monitor the movement of the buyer. Slowing down or speeding up the pace can be achieved by widening or narrowing the aisles between shelves, as well as using music. Slow, calm music creates a more relaxing atmosphere in the store, encouraging customers to take their time and stay in the store. Fast music has the opposite effect - it turns a stroll into a faster pace, which is mainly used during rush hours to speed up the movement of shoppers. In general, the buyer is a picky creature. He needs constant attention and care. Such care can be carried out in different ways. The main thing is to ensure that the struggle for the consumer does not turn into a struggle for survival, which is quite possible given the current state of the Russian market. Until now, many store owners hardly understand what merchandising is. Many of them rely on intuition and their own flair and style. Often such a policy does not justify itself. Of course, it cannot be said that everything depends on well-applied merchandising and an experienced merchandiser working with wholesalers and retailers. However, many troubles can be avoided by using the services of a specialist. He will help to correctly position the goods on the shelves, arrange the equipment in the hall so that the buyer feels pleasant and comfortable while shopping, and will point out possible errors, will place advertising in the right places, i.e., will do everything to make you and your store successful.

Rarely does any commercial activity, given equal opportunity, involve so little risk. It is difficult to calculate in advance human preferences, character traits, prejudices, likes and dislikes. It is difficult to predict how popular a particular product will be. Advertising allows you to sell it most effectively. Risk may lead to failure, but not to disaster. Losses, if they occur, are small. And their reasons, as a rule, have nothing to do with advertising. Advertising is one of the safest, most reliable types of commercial enterprises that can generate large profits. There are thousands of successful examples. Their diversity indicates the unlimited possibilities inherent in advertising. But thousands of people who need accurate knowledge about advertising, without which they will not be able to achieve what they deserve, still have not fully appreciated its benefits. In order to understand advertising or learn its basics, one must start with the right concept.

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

The only purpose of advertising is to sell goods. Advertising will pay off or not pay off depending on the actual sales figures. Advertising is not a “thing in itself”. She is not meant to show off in public. It is not an auxiliary method for other sales methods. Advertising must be looked at as a new seller. The profit from advertising must be compared with the profit from other methods of sales, and the cost of the effort expended must be compared with the result obtained. The peculiarity of advertising is its scale. Advertising is the seller’s job multiplied. She addresses thousands of buyers while the seller deals with one. And its cost corresponds to its task. People pay about $10 per word in a typical ad. Therefore, every ad should work like a super seller. One seller's mistake isn't worth that much. A mistake in a published advertisement costs thousands of times more. Bad advertising can ruin everything. There is an opinion that an advertisement is a correctly written text. However literary abilities have the same distant relationship to advertising as organizational art has to the ability to trade. Something else is required: the ability to express thoughts briefly, clearly and convincingly, as a seller should do. Fine words, of course, only harm the cause. Special artistry is also inappropriate. All this either distracts attention from the product itself, or, conversely, the hook is too noticeable from under the bait. All studies show that an attempt to sell causes more resistance, the less it is covered. When the seller communicates directly with the buyer, the patterns are the same as when using printed materials. Krasnobay are rarely good sellers. And good salespeople are unlikely to be able to make speeches from the podium. These are simple and sincere people who know their clients and their needs. The same settings are required for advertisements. In the advertising industry, there is a very simple way to answer any survey. Ask yourself: “Will this help the seller sell his product? Would this help me personally as a seller, face to face with the buyer?” Answering these questions honestly will help you avoid many mistakes.

The main difference between advertising and regular sales is direct contact. The seller's job is to attract attention to his product. It is impossible to ignore the seller in the store. You can simply not look at advertising. However, the seller wastes a lot of time on those customers who will not buy anything. Advertising is read only by those people who themselves strive to find out what we want to convey to them.

The creators of advertising messages try to influence all senses of a potential buyer without exception. First of all, it is vision and hearing. But there are advertising messages containing scents (“trial” perfumes), offering samples of goods that can be touched, which facilitates the process of making a purchasing decision. Moreover, advertisers use almost all known forms of art for the needs of their profession: literature, cinema, painting, photography, music, sculpture. The arsenal of the current advertiser is huge; it includes all modern technologies, from printing to space technology. But, just like a hundred years ago, the effectiveness of an advertising message depends on the creative potential of its creator. First of all, the advertiser needs to conduct a marketing analysis of the situation. You need to understand what it should advertise, who the advertising is intended for, how the advertising object differs from its analogues. Traditionally, the creative field of an advertiser is print advertising and advertisements in print media. The optimal advertising message contains only one advertising idea. Quite often it is possible to express it with a slogan - a short advertising appeal that embodies the essence of a unique product offer. A slogan is an advertising phrase in condensed form that sets out the main advertising offer and is part of all advertising messages of one advertising campaign. This is “dried” advertising text, it is repeated in all advertising formats. It begins to live only when it appears in the mass consciousness of people.

IN lately many experts note that the Russian market is becoming more and more civilized (at least outwardly), “marketing”. More and more companies are thinking about the image of their products, attracting expensive branding and advertising specialists. Everyone strives to stand out, everyone tries to create a unique and memorable message to the consumer.

It would seem that advertising has filled everything - television broadcasts, streets, press, transport. But every day new opportunities are found to convey information to the consumer about the exceptional properties of a product or service. And wherever you are, you are surrounded by appeals, slogans and attention-grabbing stories. And people read, absorb, comprehend. They read it everywhere – on the subway or at the bus stop, in their favorite newspaper or supermarket. Advertising is designed to affect a person’s personal interest in solving a problem, in satisfying a need. Advertising is capable of presenting something new to the audience, awakening its curiosity; it informs the consumer about the merits of the advertised product or service and is a modern method of promoting goods.

2.8. Success in business means success in the market.

Success in business is success in the market. Not only production difficulties lead to companies going out of business, but also ineffective marketing. Many people believe that marketing is an art, and in order to manage effectively, you need talent. This may be true, but the art of marketing is based on a certain set of scientific methods and exact rules, which in turn are considered to be starting points and need to be known.

Rule #1: 10/30/60. This rule regulates the relationship between the main target groups and the percentage of the marketing budget that should be spent on working with them. So, it is believed that 10% of the budget must be allocated to the share of a group consisting of consumers who are not clients of the company and individual characteristics not corresponding to the company profile. For example, let's take the drug Viagra. It is intended for men aged 40 years and above - this is the main target group; 10% must be spent on those who may become consumers of this product years later. To successfully promote a product on the market, a competent marketing department will allocate 30% of the budget to potential consumers who, for various reasons, are not yet clients of the company, but could well become them. This category corresponds to the company profile. The largest percentage (60%) of the budget goes to the segment of existing customers. This category needs to be stimulated and retained, although it is the smallest in number. The product can be sold to current consumers much cheaper (due to the presence, for example, of “growing” discounts on the company’s plastic cards), but the costs for this segment are recouped much faster than for those markets that the company has yet to conquer.

Rule #2: 1/100. This simple rule is as follows: one dollar spent on communicating with your own staff is equivalent to a hundred dollars of marketing budget spent on the final consumer. Since all the key factors of a firm's competence or success are directly dependent on the knowledge and skills of employees, their morale and goodwill represent the organization's capital. Employees want to work for management that lives up to its claims and takes into account the interests of the entire workforce. Therefore, the head of an organization should always strive to establish strong corporate ties that naturally are 100% justified. The Japanese remain world leaders in marketing because they are always ready to share the failure of their company or its success together, as a whole team. For them, the recognition of colleagues and the approval of their superiors is much more important than a new position and material reward. At the same time, the Japanese always try to act as a team, without selfish considerations. They are sure that it is better not to say: “I was mistaken.” It’s better to say: “We were wrong.”

Rule No. 3. According to marketing experts, budget allocation for successful product promotion should look like this:

1/3 – invested in product design;

1/3 – spent on its modernization;

A distinctive packaging design can be critical to selling it at the point of sale. The external design should give the right idea of ​​the content. For example, white packaging of cigarettes implies a low tar content, while red packaging implies a strong taste. And canned beef stew should not be confused with dog food. In terms of modernization, let us recall, for example, the producers of Twix chocolate, working on new varieties of their product, which resulted in the appearance on the market of “Twix - a rare species”. And Nestle has more than 200 varieties of Nescafe coffee to satisfy the diverse tastes of its consumers around the world. Advertising achieves an effect only when it is permanent. Short-term successes are illusory.

IN USA the famous businessman Donald Trump, whose name is associated with all American citizens with a skyscraper, a hotel, three casinos, and supermarkets, once settled on this. Having achieved rapid success, he also quickly fell from his peak: in 1994, Mr. Trump's debts amounted to about $1.4 billion. The opposite example is Coca-Cola. It would seem that everyone knows this brand. So why does she need advertising? But the scope of its advertising campaigns confirms that any, even the most popular brand, needs constant support.

Rule #4: 50/80/90. This rule concerns such an important component of marketing as planning. There is such a thing famous saying: “If you can’t plan, you can be sure that you will fail.” And here there is a certain rule that is worth remembering. If the quality of management is low, you can count on a maximum of 50% profit. With good – by 80% and with the best, sadly, – by 90%. That is, 100% is a myth and its implementation is impossible. Therefore, in order for the investment to pay off as much as possible, management efficiency must be maximized.

Rule No. 5: “The miser pays twice.” In this context, this simple wisdom concerns technical support. For not investing in upgrading the technical base on time, you will have to pay twice as much later. Moreover, this rule applies to everything: from modernizing the computer base in an organization to regular preventive examination company fleet. The American “The Bank New York” illustrates the situation. It is so well equipped technically that attempts to hack its security system, which occur on average once every 10 minutes, have never been successful. On the other hand, and this applies to a greater extent to Russian companies If you often neglect to update your antivirus system, a common virus can become a serious problem, including the loss of critical data without the possibility of recovery.

Rule #6: “Be involved in the process.” This is an axiom. It does not have an exact formulaic expression, but it is an important law for managers seeking effective management in all areas of the company.

The success of a company, as a rule, contributes to the emergence of new problems and new concerns. The more an organization expands and the faster its profits grow, the less time a manager can devote to advertising and marketing. However, these are too serious things to be completely left to someone else. If there is a need to delegate your authority in this area, then this can only be done in terms of direct constant communication with the press, participation in cocktails, corporate parties and other types of communications.

III. Product promotion methods used at the enterprise

LLC "LMZ-STEMA"

“Promotion of products is our task”

“Probably everyone is familiar with the phrase “competitive struggle.” Today, when the market is saturated with both domestic and imported goods, and the purchasing power of the main population of the country is not so great, competition is intensifying every year. “Chief Teacher” in marketing F. Kotler writes: “...Every company should strive to distinguish its product from others and make it better. If this is not possible, the company must invest in differentiating its service and making it better.” But to make your product special or unique, you need not only knowledge of the buyer’s needs, but also new equipment, new technologies, and this requires huge investments. But many domestic enterprises cannot afford this. Therefore, in market conditions, such enterprises win precisely because of the quality of service, the service offered, the use of advertising technologies, and the correct positioning of the product in the market.

The products manufactured by LMZ-STEMA LLC: enamel dishes, classroom whiteboards, sinks are no longer unique products, and today there are many competitors on the market, whose products are not fundamentally different from the products of LMZ-STEMA LLC. Therefore, not every buyer can determine the advantages or disadvantages of products from different manufacturers. Commodity abundance forces us to use all sorts of ways to influence the consumer in order to lead the latter to purchase. LMZ-STEMA LLC carries out a whole range of marketing activities to promote its products on the market. Firstly, this is participation in large specialized exhibitions in Russia and abroad: Ambiente, Servitex, Household Goods and Furniture, National Glory, Buy Russian, ConsumExpo, etc. After all, participation in exhibitions allows you to show products to your target audience and create the preconditions for subsequent contacts , helps to obtain a large amount of information about competitors (usually new technologies and new products are demonstrated at exhibitions). The exhibition helps to establish relationships with clients, solve problems in the field of Public Relations in creating a good attitude towards the company and providing the public with information. To identify the needs and preferences of buyers at exhibitions, marketing research, surveys and surveys of stand visitors are carried out. Secondly, over the past years, LMZ-STEMA LLC has been participating in a number of competitive programs, the objectives of which are to assist Russian manufacturers in promoting high-quality Russian goods, services and technologies. The result of participation in these programs were awards won by LMZ-STEMA LLC - bronze, gold, platinum quality marks of the 21st century, a gold sign “The best for children!”, a certificate of the program “100 Best Products of Russia”, they give the right to label their products with the appropriate familiar and, as a result, give the company the opportunity to distinguish it from similar products of competitors. To create a positive image of the organization and its products, and, consequently, consumer motives, LMZ-STEMA LLC, using the corporate style of AK LMZ OJSC, annually produces printed advertising publications - calendars, booklets, leaflets for distribution at ongoing exhibitions and fairs , through wholesale buyers. In 2001, an advertising video about Lysvenskaya dishes was made and broadcast on the RTR television channel, and copies of videotapes were distributed to large wholesale buyers for broadcast on local television channels. The company places print advertising in specialized publications, actively using direct mail and the Internet. In order to promote the classroom board, LMZ-STEMA LLC takes part in all tenders organized by the Regional Committee for Education and Science; as a result of winning the competition in 2003–2004, products worth hundreds of thousands of rubles were additionally sold.

When talking about product promotion, it is impossible not to mention packaging. After all, packaging should make the consumer want to buy the product. The packaging is the same as the clothing of the product. And just as poorly chosen clothing distorts a person’s appearance, so unattractive packaging distorts the idea of ​​a product and creates a false picture of its quality and properties. Understanding this, the production, since May 2002, has been offering to the market sets of stewpans (low cylindrical pans) in colorful, full-color, easy-to-carry packaging. And work in this direction continues: colorful individual packaging for a souvenir mug is ready, and soon sets of pear-shaped saucepans and sets of saucepans with the “tor” element will also acquire a beautiful outfit. An advertising label with information about the benefits of the product has been developed for them and has already been ordered; its purpose is to stimulate the purchase of a potential consumer.

Specialists of the marketing bureau are forming a client database for analysis and research in order to be able to open new market segments and demand trends.”

“High quality is the key to success”

“Today, every manufacturer with a stable business dreams of receiving a prize at any prestigious competition of enterprises or industrial goods. Winning a prestigious competition is an opportunity to successfully use it in advertising. With an abundance of goods, both domestic and imported production in the consumer goods market, there was an urgent need to create a brand that would guarantee against low-quality products at the household level. I looked at the label or packaging - and it was immediately clear. There is nothing to be afraid of this product, it is reliable and inspires consumer confidence.

Labeling products with the “21st Century Quality Mark”, “100 Best Products of Russia” means that this product has passed an examination and meets state standards, and also has excellent quality at the level of international standards. Such products can be trusted, and people willingly buy them. The words ecology, safety, quality are no longer empty words and easily surpass all popularity ratings. It has somehow become unfashionable to buy a pig in a poke. Today they prefer to buy something more expensive, but with the confidence that the item will last a little longer than stated. The necessary quality control is carried out by an expert commission represented by ROSTEST-Moscow. The consumer properties of products that determine their quality and competitiveness are subject to examination. The evaluation criteria is the product’s compliance with the quality indicators of state standards and other regulatory and technical documentation, confirmed by the results of the examination of the submitted documents and testing of product samples.

Throughout 2002, LMZ-STEMA LLC took part in a number of competitive programs, the objectives of which are to assist Russian producers in promoting high-quality Russian goods, services and technologies. The products manufactured by LMZ-STEMA LLC were adequately assessed and received high awards. At the competition “All-Russian Brand (III Millennium). Quality Mark of the 21st Century”, held from 2000 to 2002, enamel cookware reconfirms the right to own the “Platinum Quality Mark of the 21st Century”, and new samples of sets (with a “torus” element; with glass lids and stainless steel handles) were also awarded the “Golden Sign”. steel), a kettle with a whistle, a classroom blackboard, an enamel sink was awarded the “Bronze Quality Mark”. At the All-Russian competition “Only the best for children!” For its high quality (also confirmed by the ROSTEST examination), the classroom board was awarded the “Golden Quality Mark” “The best for children.” Participating in the all-Russian program - the competition "100 Best Goods of Russia", enameled steel cookware LLC "LMZ-STEMA" was awarded a diploma from the program "100 Best Goods of Russia". These awards give the company the right to mark its products with the appropriate Mark free of charge for 2 years and, being a Laureate of the Platinum Quality Mark of the 21st Century, has the right to apply for a passport “Reliable Enterprise of the Russian Federation”.

LLC "LMZ-STEMA", like its parent company - OJSC "AK LMZ", has a goal - to achieve unconditional recognition in the domestic and world markets. The tool for achieving it is a comprehensive improvement in the quality of goods and services. The main thing on this path is not to lose face. And success will definitely come."

In 2004, in addition to printed advertising media: price lists, booklets, leaflets, the company’s specialists produced an electronic product catalog, which allows you to send visual information about products to potential consumers, existing clients, and distributed at exhibitions and fairs.

"It's better to see once"

It is not easy to create high-quality products such as those produced by LMZ-Stema LLC. The process of its “birth” includes ideas, development, testing, implementation into production... But this is not the whole chain. Next, these wonderful products need to be presented favorably to existing and potential buyers. Some of the modern forms used for this throughout the world areCD- business cards, presentations, electronic product catalogs... True, their development, for example in the Perm region, costs from 1 thousand to 3.5 thousand dollars. The first in our company, and, perhaps, in the city, to prepare such a catalog on their own, using the latest computer technologies, were the Stamovites.

To successfully promote its products on the market, any enterprise needs to provide consumers with information about the product. Over the course of several years, Stamovites have released several advertising brochures and leaflets, providing wholesale buyers with colorful printed catalogs of their products. But in order to maintain leadership in the production of domestic enamel cookware, the company is forced to replenish its products with “new products”, develop exclusive designs, and new technological developments. Creating printed advertising publications is a long and expensive process. The more advertising products you order, since the price depends on the circulation, the more likely it is that the last copies of printed advertising will lose their relevance and will contain outdated information about the products.

And so the creative team of LMZ-STEMA LLC was faced with the task of how to demonstrate their products, available enamel coatings, and decals not only to wholesale partners in a timely, visual, and accessible manner, not only to wholesale partners, but also to create a favorable image of the enterprise among potential buyers. An electronic version of the catalog would allow this problem to be solved, and its distribution would not be so time-consuming and cost-intensive.

The preparatory process has begun, including photography, computer processing, and advertising support. The designer of the enterprise Lyudmila Nefedkina and the artist Olga Ralnikova took photographs of dishes, enamel coatings, decals - which are in demand among consumers, professionally choosing the desired angle, background, composition for photography, creating still lifes with greenery, flowers, berries, vegetables to suit your taste.

Today, two electronic catalogs of STEM products have been created.

The first was developed for one of the Moscow exhibitions at the end of last year, the second with the assortment of the current summer-autumn season - this year.

At the request of customers, it was planned to make only catalog pages demonstrating the decals used in the design of tableware. When they were laid out, the developer did not think the work done was very solid or presentable. There was a desire to do something more interesting and consistent with the image of our company. The idea came to use Flash technologies, which allow us to “revive” the image and develop complex animation effects. The result is a very nice, easy-to-browse catalogue. The Screensaver opens it. On the screen there are changing and flashing images, from which we learn that the LLC produces more than 5,000 types of products, the high quality of which is guaranteed by the international ISO standard, and we see the geography of supplies. The catalog has three main sections: Decals, Coatings and Tableware. They present the latest samples, some of which were released only a month ago. The pages are designed very conveniently and are available for viewing by any recipient. The catalog has "live" links with email addresses of marketing and sales departments in the Contacts section. When you click them, the mail program and the letter form with the addressee fields already filled in opens. The catalog contains seven original melodies, which allows you to choose the musical accompaniment for a more enjoyable viewing experience.

You can be sure that this electronic catalog, made using modern computer technologies, into which a piece of the soul, talent, and energy of a creative team of like-minded people was invested, will be the calling card of LMZ-STEMA LLC for many years to come.

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

Mailings are carried out commercial offers, regular and possible potential clients about cooperation (Appendix 4), invitations are also sent to visit the stand of LMZ-STEMA LLC (Appendix 5), congratulations on upcoming holidays and anniversaries. In the commercial proposals we send, we must use elements of the corporate style of AK LMZ OJSC, the trademark of the parent enterprise, LLC marks confirming the quality of the products, and information about the company’s current international system ISO standards.

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

Marketing research shows that the main buyer of enamel cookware is women from 16 to 65 years old, because a woman is the “keeper of the hearth” and, by and large, only she cares about what to cook with, what the interior of the kitchen in the house looks like, and therefore the dishes, how much they will be ecologically healthy dishes. Popular women's magazines are such as "Peasant", "Domashniy Ochag", "Cosmopolitan", "Liza" and many others, and it would be wise to place your advertising in them. But after conducting a comparative analysis of the prices for advertising in these magazines (A 4 format page in the magazine “Peasant” costs $7 thousand), the LLC places its advertising in cheaper publications (Perm magazine “ On your floor" newspaper “Komsomolskaya Pravda - Perm”), offers are always welcome from advertising agencies that request information about products and place them free of charge in their “pilot” issues (Moscow magazine “Kitchens and Bathrooms”). In these publications, advertising, although it is indirect, i.e. they post information both about competitors’ products and about a specific competitor product, still brings to the attention of the reader the advantages of a particular product and provides him with the opportunity to choose. And the task of LMZ-STEMA LLC is to provide information that favorably distinguishes the advantages and benefits of its products from competitive ones.

IV. Conclusion.

The FOSSTIS service (demand generation and sales promotion) is an integral element of the entire marketing structure of an enterprise, regardless of what goods (products or services) the enterprise produces and offers to its partners. Advertising is the most effective tool in an enterprise’s attempts to modify the behavior of customers, attract their attention to its products, create a positive image of the enterprise itself, and show its usefulness. To successfully enter the market, an enterprise, focusing on the selected target market, or more precisely, its preferred segment of the target market (in advertising practice - a contact audience), must offer its potential consumers an attractive product of market novelty. In accordance with this, it is planned to hold events in order to create demand for the product (FOS event), the main one of which is trade advertising.

Product advertising – any form of non-personal appeal to potential buyers with the aim of persuading them to purchase goods, services, etc. With the help of various FOS activities and, above all, product advertising, a positive “image” of the product is created in the minds of potential buyers.

The main advertising tools: print advertising, radio and television advertising, advertising on non-traditional and moving advertising media, outdoor advertising, at points of sale, “electronic” advertising, souvenir advertising, exhibitions and fairs.

Sales promotion is an integral part of the marketing mix. These are any activities aimed at increasing sales of goods, including advertising, public relations, exhibitions and fairs, personal selling methods, stimulating consumers and the trade sector, and sales promotion at points of sale.

Sales promotion activities aimed at consumers most often the goal is to introduce the consumer to a new product and “push” him to purchase; increase the number of product units purchased by one buyer; encourage adherents of a particular brand and regular customers; reduce temporary fluctuations in sales (seasonal, by day of the week, during the day), etc. For this purpose, various tools are used to influence the consumer: seasonal sales discounts for certain categories of consumers, discounts for the bearer of a coupon, prizes from the manufacturer for participation in a competition, discounts for buying a new product, etc.

Sales promotion activities aimed at resellers, The following main tasks are being solved: to encourage an increase in sales; stimulate orders of maximum volumes of goods for sale; encourage the exchange of best practices in the sale of a specific product; reduce temporary fluctuations in the receipt of orders from intermediaries, etc. To do this, manufacturers apply volume discounts, participate in a joint advertising campaign with the intermediary, place advertisements in retail establishments, distribute promotional souvenirs, etc.

The work uses marketing tools for influencing consumers that are acceptable for the given situation at the enterprise and do not require large financial investments. An advertising budget for the calendar year has been drawn up to promote products in the Perm region and measures have been planned to stimulate sales channels and the end consumer.

In conclusion, I would like to note that in connection with the ever deeper penetration of the marketing concept into the activities of domestic organizations, the question of efficiency—the effectiveness of advertising, PR campaigns, and individual marketing research—is increasingly being raised.

When concluding about the effectiveness of any methods of promoting goods, I would like to emphasize that any event must be calculated in advance, all factors that can affect the marketing project must be taken into account, because one careless decision can lead an enterprise to large losses, while a correctly and timely organized one can lead to profits. additional profit.

List of used literature.

1. Kotler F. “Marketing. Management", S-P., 2000, p. 517-535

2. Kondyreva S. “Features of the formation of a national brand in Russia”, Journal of Marketing and Marketing Research in Russia No. 3, M., 2001

3. Komarova N. “6 mathematical laws of marketing”, Journal of Marketing No. 4, 2002, p. 51- 52

4. Litvinov S. “Preparation for seasonal sales. Laws of merchandising”, J. Marketer

No. 4, 2002, p. 15-20

5. Makienko I. I. “Consumer behavior in the Internet environment”, Journal of Marketing and Marketing Research No. 4, 2003, p. 8-16

6. Mamonova A. “Anticipation of a sale”, Journal of Marketing No. 4, 2002, p. 47-49

7. Melnikov A. “Analyze this! Features of advertising communications in Russia”, Journal of Marketing No. 9, 2003, p. 38-39

8. Nishchev S. “Methods for assessing efficiency” Zh. Marketologist No. 9, M., 2003, p. 55-64

9. Orlovskaya L. “Marketing communications”, Journal of Marketing No. 4, 2002, p. 4-7

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

13. Internet.

Appendix 1

Appendix 2

Plan for promoting products to the market and stimulating sales channels.
	Event				Focus				Completion mark
			execution
Measures to stimulate the end consumer.
	Increase the share of colored packaging in total number sales (set No. 124; 129; mug 0.5 l; kettle with whistle)		throughout the year		final consumer		Attractiveness
					final consumer
	Making a mini booklet about cookware				final consumer		Purchase incentives
					retailers		consumer information and preferences
	Production of price tags with an element of corporate identity				final consumer		Manufacturer's image
			throughout the year		final consumer		transfer of information about the product
			3-4 quarter		final consumer
	Production of self-adhesive labels for products		throughout the year		final consumer		Manufacturer recognition (image)
Measures to stimulate wholesale buyers.
	Sending commercial offers by E-mail, mail	throughout the year		potential consumer		Manufacturer recognition (image), information about the product
	Production and distribution of wall calendars					Manufacturer recognition (image)
				final consumer, wholesale		Product information
	Replication of a video about tableware and distribution to wholesale customers			wholesale, final consumer		Purchase incentives
	Production of a printed product catalog	March-April				Product information
	Replication of electronic product catalog					Product information
		February-March				Product information
Measures to improve the image of products.
	Trademark creation, registration	throughout the year		final consumer		Manufacturer recognition (image)
	Participation in the competition programs “Quality Mark of the 21st Century”, “100 Best Products”, “The Best for Children!”	throughout the year		final consumer		improving the image of the manufacturer and products
	Participation in exhibitions	throughout the year		potential consumer		attracting potential buyers

Appendix 3

Information for posting on the site.

LLC "LMZ-STEMA" is a leading domestic manufacturer of enameled steel products: dishes, sinks and classroom boards; one of Russia's largest developers and manufacturers of silicate enamels, glazes and ceramic frits. The production of enameled products has been developing and improving for 90 years, and currently the products produced are not inferior in quality and design to their European counterparts, and at the same time are affordable for Russian buyers.

Our products for their high quality, durability and hygiene are marked with certificates, diplomas from Russian fairs and competitions and awarded bronze, gold and platinum signs "Quality markXXI century", gold sign “The best for children!”, became a finalist of the competition "100 best goods of Russia" in 2000-2002.

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

Contacts LLC "LMZ-STEMA"

Country: Russia TIN 5918006090

Index: 618900 r/ac 40702810349230110541

City: Lysva, c/c 30101810900000000603

Address: st. Metallistov, 1 BIC 045773603

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

Catalog price list

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

• ease of writing with chalk, what is written is easily erased, which makes it possible to keep the boards clean without much effort;
• contrast and clarity of the image, absence of glare at any viewing angle;
• the ability to write with a felt-tip pen, which allows the use of boards in computer classes;
• the possibility of using magnetic fastening of teaching aids;
• fire safety, non-toxicity, hardness;
• resistance against detergents and organic solvents;
• long service life.

Classroom boards are manufactured in the following types:

• single-sided with one working surface;
• casement with three working surfaces;
• casement with five working surfaces;
• casement with five working surfaces with lined working surfaces of the side doors (cage, oblique ruler);
• casement with seven working surfaces;
• combined casement doors - with green and white surfaces at the customer's request.

Surface:

• green (for writing with chalk);
• white (for writing with a felt-tip pen).

A white board can serve as a projection screen. At the customer's request, we can produce boards of other sizes and easels.

Enamel coated board is certified and recommended Russian Academy Education and the Ministry of Education of the Russian Federation for use in educational institutions. The board was awarded the “Only the best for children” sign and the Golden “21st Century Quality Mark”.

Enameled steel medical products:

Medical glassware is used to equip medical institutions

Price list (zip 764 kb)

Manufactured products:

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

• Medical steel enameled spittoon - designed for collecting waste and serving patients in departments of medical institutions and at home.

• Enameled steel bedpan 2.5 l. – intended for servicing bedridden patients in departments of medical institutions and at home.

• Medical sippy cup 0.4 l.

Enameled steel sink

Types of sinks:

• MSUTS 500 x 600 x 170

• MSVTSK 450 x 505 x 170
• MSV 450 x 505 x 170
• MSVC 450 x 505 x 170

MSVC - built-in (can be equipped with brackets for mounting to the wall)
MSUTs - unified (built-in and with bracket)
C - with a hole for installing a central mixer.

At the buyer’s request, the sink is equipped with water intake (“herringbone”) and drainage fittings.

Silicate enamels (Frits).

Appendix 4

Dear Sirs!

LLC "LMZ-STEMA" is a leading domestic manufacturer of enameled steel products: enameled steel utensils, enameled sinks and classroom boards, offering mutually beneficial cooperation.

The production of enameled products has been developing and improving for 90 years, and currently the products produced are not inferior in quality and design to their European counterparts, and at the same time are affordable for Russian buyers. We were one of the first to master the technology of coating rolled sheets with silicate enamels and assembling classroom boards for schools and educational institutions.

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

I. Introduction.

“How to bring a product to market

II. Modern methods of product promotion

2.1. Internet – as a virtual market for goods and services

2.2.Exhibition is one of the methods of promoting goods

2.3. A strong brand is the main tool of competition

2.4. Franchising

2.5. Telemarketing

2.6. Merchandising - the art of selling

2.8. Success in business – success in the market

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

IV. Conclusion

List of used literature

I. Introduction.

How to bring a product to market.

In modern conditions, the process of promoting a product or service to a market in which there are many similar goods or services from domestic competitors, as well as imported ones, is costly, time-consuming and complex for many companies. And marketing services use various methods of marketing communications in their activities in order to promote enterprise products to modern markets.

Marketing communications – is the constant management of the promotion of your activities to consumers and clients with the aim of:

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

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

3. Motivate promising consumers to act without postponing the purchase for the future.

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

Modern methods of product promotion also include the Internet, Branding, Franchising, Telemarketing, Merchandising, Exhibitions, Advertising and other methods.

In this work, I will describe some of the modern promotion methods used in modern market conditions, as well as methods for promoting enamel cookware produced by LMZ-STEMA LLC, AK LMZ OJSC

II. Modern methods of product promotion.

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

The Internet is a new, fastest growing and incredibly attractive virtual market for goods and services for any type of business. Having absorbed the characteristics of many traditional means of communication and, at the same time, not being their sum, the Internet is not a copy, but an alternative to the real world. The revolutionary impact of the Internet on modern society, including marketing, cannot be overestimated. Remaining the fastest growing technology, the Internet is fundamentally changing established ideas about the practice of marketing, and new horizons are opening up for marketers. Carrying out marketing activities via the Internet is on average a quarter cheaper than using existing forms and methods. Combining the functions of a mass communication medium, a means of interpersonal communication, a financial transaction tool and, in part, a distribution channel, the Internet is attracting more and more users from all over the world, which represents an attractive commercial potential for any type of business. According to the forecast of the American research company Forrest Research, the number of Internet users by the end of 2003 will reach 60 million people - 21 million more than there were in 1999. The main characteristic of the Internet is interactivity, or in other words, the possibility of feedback/interaction. The interactivity of the Internet and its technical capabilities to store unlimited amounts of information create ideal conditions for searching, collecting, organizing and distributing information, including commercial information. But the availability of the Internet is more limited compared to traditional means of communication. The Internet is a collection of websites that are created by various companies in order to organize access to these sites for numerous Internet users. Companies can create on the Internet both virtual stores, which are functionally no different from regular ones, and representative sites of an advertising and informational nature.

Online store - characteristics.

Relevance of Internet fairs.

All over the world, along with traditional fairs, Internet fairs (virtual fairs) are actively developing.

Traditional fairs are expensive events. In the United States, direct costs associated with traditional fairs annually exceeded $53 billion. Over 80% of the total costs of a company’s participation in such a fair are related to the venue, which includes the rental of fair space, the services of organizers, the installation of its pavilion and its ongoing maintenance, the work time and travel expenses of its own employees, as well as transportation costs. Considering these circumstances, in developed countries companies give preference to Internet fairs and this area has become very popular. Now in our country, enterprises and entrepreneurs have the opportunity to participate in Internet fairs. The MITS portal is one of the most visited in Russia - more than 1 million visits per year. Therefore, participation in All-Russian Internet fairs becomes very relevant. In addition, MITS is also conducting an additional advertising campaign, which certainly increases interest in this project. Thus, participants in these fairs have a real chance of expanding the market for their products, since more than 1 million visits within one year provide a very high probability of success. If an enterprise does not participate in these fairs, then it would be incorrect to say that this enterprise is taking effective measures to stimulate the sale of its products.

Advantages of All-Russian Internet Fairs.

In the system of the Interregional Internet Trading Network, for the first time in our country, fully functional All-Russian Internet Fairs began to function, where it is possible to conclude transactions electronically, using an electronic digital signature.

According to the current legislation of the Russian Federation, in the MITS system, an electronic digital signature in an electronic digital document is equivalent to a handwritten signature in a paper document certified by a seal. MITS uses FAPSI-certified tools for cryptographic protection, including electronic digital signatures. In addition, MITS has the appropriate FAPSI licenses.

All-Russian Internet fairs have a number of advantages over traditional fairs:

Participation is ten times cheaper;

There is no need to spend money on stand design;

There is no need to bear the costs of shipping goods back and forth;

No travel expenses;

Possibility of permanent participation at the fair;

Wider opportunity to provide information about the company and products;

Reaching a much larger audience of buyers and participants;

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

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

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

Availability of mechanisms to guarantee the execution of transactions, which exclude the possibility of dishonest fulfillment of obligations, both on the part of the seller and the buyer;

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

Traditional fairs allow potential consumers to explore a wide range of possible sellers and their products in a relatively short period of time. This is achieved by having private traders gather together in one place and at one time. Online fairs expand this opportunity by allowing them to be held continuously. The continuity of Internet fairs largely compensates for the lack of personal meetings with potential consumers that are typical for traditional fairs. In order to become a participant in the fair and place your virtual stand (for a period of 1 year), the client must pay 300 USD. That is, without discounts, and the client receives a personal electronic digital signature.

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

2.2. An exhibition is one of the methods of promoting goods.

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

A fair is a large exhibition where manufacturers of various goods in a given industry present their products to buyers, as well as other industry representatives. Trade shows and other special events are especially good for public relations purposes such as creating goodwill for a company and providing information to the public. An ideal exhibition should be colorful, spectacular and unusual. Spectator participation is encouraged whenever possible. If viewers can press buttons, look at pictures and ask questions, then the exhibition will be a great success. Businesses also use exhibitions to promote their products. Exhibitions are inaugurated and may include museum exhibits, historical displays, prototypes of new products such as new cars, models of buildings and other structures.

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

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

The design of stands and the training of stand staff are important factors for the success of an exhibition. The design of many exhibition stands can use, for example, interactive technologies - audio and video texts, CDs, telephone communications, corporate television networks, computer conferences and virtual reality. Chrysler has used the Jeep simulator at auto shows to increase traffic and showcase the impressive design features of its all-terrain vehicles. The stands are usually staffed by the company's best sales representatives, who make personal contacts with senior executives representing various intermediary agencies. It is important that the costs of exhibitions are lower than the costs of advertising or personal calls to close deals.

To attract attention, trade shows must rely on multiple media, such as print advertising and direct mail. Souvenirs are also widely used - before, during and after the exhibition - to attract potential buyers, increase the degree of fame and recall of the company, and also increase the willingness of invitees to do business with it. Here, properly conducted pre-marketing is especially important and serves as a guarantee of the success of the exhibition. Research has found that a pre-exhibition incentive gift can almost triple exhibition attendance, just as much as a pre-exhibition invitation. Creative competitions, such as drawing competitions, with interesting prizes, also stimulate stand attendance. Pre-show mailing before the exhibition can, in conjunction with the competition, encourage people to linger at the stand.

2.3. A strong brand is the main tool of competition.

Today, a situation has developed in regional markets in which many domestic producers, having sufficient potential to enter broader interregional and national sales markets, continue to move along the path of least resistance. Producing very competitive products, enterprises use price as the main tool in the struggle for a place in the market. Products are sold at the lowest possible price and are aimed at a group of price-conscious buyers who purchase goods on the basis of the cheapest they can find and do not pay attention to quality. This strategy leads to the fact that the position of the product on the market becomes precarious - a cheaper competitor may appear at any moment, and in addition, the number of such buyers is decreasing from year to year. When attempting to enter the markets of other regions, the manufacturer inevitably faces another problem - the presence of local competitors who are unlikely to want to give up their positions and, in turn, also have plans to expand sales markets. The enterprise finds itself in a situation that it cannot control - as soon as a strong manufacturer appears, the product very quickly loses its gained market share.

To prevent this from happening, it is necessary to start promoting the market by building a brand. A strong brand is the main tool for competition in modern markets.

Brand – this is a combination of a trademark (the name of the product and its visual design) and a range of associations that arise in the consumer when mentioning this product. Building and maintaining a positive image of a product in the consumer’s mind, i.e. creating a successful brand, allows manufacturers to solve four main problems:

• Compete and take a strong competitive position in relation to other manufacturers in your region;
• Extend your product to other regions and successfully compete with brands already present in these markets;
• Enter the markets of large cities and, first of all, the Moscow market, since up to 30% of Russia’s total trade turnover is sold only on the Moscow market;
• Sell ​​products with a higher profit level by positioning the product in a higher price segment.

Today, many companies have already realized the need to create their own brands, but very few of them represent the process of creating a brand and bringing a product to the market from start to finish. The most important condition for successful penetration into retail chains of such regions is, firstly, a well-thought-out naming and packaging system, secondly, high-quality packaging and, thirdly, systematic advertising support for the product. Sporadic advertising “outbursts” do not bring long-term results, since the effect of advertising wears off very quickly. One, even a very successful advertising campaign in highly competitive markets can ensure the successful launch of a product on the market, but will not decide its fate in the future.

The current level of development of interregional and national markets provides for the fact that professionals should be involved in creating a trademark and introducing a product to the market. When a commodity producer tries to make do on his own, this is almost always visible to the naked eye and can be compared to the appearance of a homemade car on the streets among mass-produced cars. Low quality design and packaging, unprofessionally developed, sometimes funny names - all this does not inspire buyer confidence in the brand. In modern competitive markets, the consumer no longer perceives a product based on its internal merits. Efforts must be made to convince consumers to try it. Those manufacturers who manage to quickly understand this achieve noticeable success. A professionally developed and implemented product promotion strategy allows, at minimal cost, to successfully “throw” the product into the highest price category not only in the markets of the Central region, but throughout Russia and sell it with a significantly larger share of profit compared to unlabeled goods without a trademark.

Today we are witnessing a turn in public consciousness towards domestic brands. Moreover, this trend is based not only on nostalgia for the “good old days” or on the low purchasing power of the population. To a large extent, consumer preferences of Russians are formed under the influence of conscious patriotism and rational choice of buyers. The quality and packaging of many Russian goods have undergone significant changes; products are produced that are not inferior to the best foreign analogues; the approach to working with a trademark has changed. The word brand is often equated with “trademark,” although brand is a more capacious term that includes other, broader concepts.

Brand is a name, term, symbol or special sign that allows one seller's goods or services to be identified from those of another. A trademark is the proper name of a product, it is indicated on the packaging.

Trademark is an officially registered trademark.

Brand – not just a registered trademark, it is a successful, popular trademark with a stable circle of loyal consumers. The popularity of a brand implies that it is known and used by a significant number of people.

In the Russian market today, real patent wars are being waged over trademarks - well-known and not so well-known. The mechanism for resolving disputes over trademarks in Russia is just being developed. An important issue is the possibility of exclusion from competitors producing the same product.

So, what should a good brand “be able to do”? She should:

• emphasize the characteristics of the product - its benefits, properties, use, action, result of use;
• be easy to pronounce, write, remember;
• be original, effective, attract the attention of potential consumers;
• be conceptually suitable for new products that may be added to the product line;
• be patentable in order to prevent its use by other manufacturers.

How advisable is it to create trademarks if this increases the costs of packaging, labeling, advertising, legal protection, and the risk of not satisfying the consumer increases? A trademark gives the seller several advantages:

It simplifies the process of placing orders and delivering products. Thus, Anheuser-Busch receives a specific order for one hundred cases of Michelob beer in 0.33 liter bottles, and not a request for “some of your best beer.” Moreover, the seller will easily correct the error if he completed the order incorrectly, or will deal with the validity of complaints about the poor quality of the product;

A trade name and mark provides legal protection for the unique qualities of a product, which competitors could otherwise copy with impunity;

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

Trademarks help the seller to clearly segment the market. Instead of selling one brand of laundry detergent, P&G could offer 8 brands, targeting specific market segments seeking different benefits;

Strong brands help strengthen corporate image, simplify the introduction of new brands and ensure the favor of distributors and consumers.

Obviously, distributors prefer to work with manufacturer's brands that make goods easier to handle, guarantee a certain standard of quality, reinforce buyer preferences and simplify supplier identification. Consumers expect brands to help them identify quality differences and improve shopping efficiency.

2.4. Franchising.

Franchising (from the French franchir - the right to freedom to conduct any activity) was invented in medieval England. The monarchs of Foggy Albion had a very widespread tradition of granting the nobility the right to collect taxes, hold fairs, organize bazaars and participate in other equally profitable enterprises. In return for royal favor, subjects were obliged to give part of the proceeds. Today, franchising is a business organization in which the owner of a brand (franchisor) transfers to an entrepreneur or company (franchisee) the right to sell a product or service under its brand. Usually, along with the brand, the franchisee is also provided with the technology for selling goods or services. In return, the franchisee undertakes to work according to predetermined laws and business rules that are established by the franchisor. In 1851, sewing machine manufacturer Singer began trading through financially independent firms that received exclusive rights to sell and service sewing machines in a specific territory. In 1898, a similar system was developed by General Motors. According to the agreements concluded by the company with dealers, the latter did not have the right to sell cars from other manufacturers. Moreover, dealers were required to invest their own money in service and advertising. Coca-Cola, Pepsi and 7-UP went even further. They began to use franchising in production. Regional partners of non-alcoholic monsters bought concentrate, branded bottles and bottled drinks on site. This was much more convenient than transporting bottled liquid from one end of the country to the other. The system is still in effect. In the 1930s, franchising was first used in the trade of petroleum products.

Today, perhaps, there is no area where franchising is not used. According to its system, hotels and shops, laundries and dry cleaners, car service centers and restaurants, fast food cafes and beauty salons, repair shops and health centers, entertainment clubs and travel agencies are opened. In total, according to the International Franchising Association, 70 types of activities are subject to licensing. Today, franchising is actively used by more than forty major companies. In the United States alone, franchise companies sell $1 trillion worth of goods and services annually. dollars, controlling 40% of the market.

The phenomenal success of franchising in developed countries is explained by the fact that it is beneficial for both franchisors and franchisees. The technology is interesting to franchisors because it brings money for business development: franchisees pay an initial fee, make periodic payments (royalties), pay for additional services, and also help increase the franchisor’s turnover if they sell products distributed by it. Another advantage of franchising for the brand-holder company is the increase in brand awareness. In addition, franchising can help save on marketing costs. Franchisees receive technology that works and brings money, a brand known to customers. In the largest Russian chain of consumer electronics, Eldorado, which has 320 retail outlets in 206 cities across the country, the introduction of franchising has contributed to an increase in the network's coverage and turnover. The decision to open franchise stores was made at Eldorado in the winter of 2001. It was decided to cover cities with a population of 48 to 200 thousand inhabitants. There are about 500 such settlements in Russia, and the network occupied by larger facilities did not reach them. Under the terms of the franchise agreement, the franchisee purchases household appliances and electronics from Eldorado at cost. The franchisor earns from royalties that each franchisee is required to pay - 25% of the difference between purchase and selling prices, or 5% of turnover in purchase prices. The terms of the agreement turned out to be quite acceptable. In two years, thanks to franchisees, the network increased by 125 stores. Franchisees working with Eldorado, famous for its low prices, can significantly improve their business performance. As one of the network’s partners noted, before cooperation he only had enough money to live, and a year after the conclusion of the agreement, he was able to increase the area of ​​the trading floor - up to 120 square meters. m. - and equip a warehouse.

Franchising is less risky than traditional business schemes. Only 14% of US franchised firms go out of business within 5 years. For comparison, the market average bankruptcy rate is much higher than 65%.

However, franchising also has its disadvantages. Franchisees are effectively independent from the business owners. It is difficult for the franchisor to track transactions concluded by the franchisee that could harm his business. And, having traced it, he cannot immediately break off the relationship. An agreement is concluded between the franchisor and the franchisee, in which, among other things, the duration of cooperation is discussed. For some time, the brand holder has to put up with the fact that his brand is being harmed. McDonald's, one of the world's largest franchise networks, did not dare to launch a similar project in Russia. There are so many fears for your brand. The main disadvantages of working under a franchisee's license are that the franchise agreement significantly limits his freedom. The company must operate according to strict technology in a fixed territory. A step to the left, a step to the right are interpreted as an attempt to escape, a jump in place is an attempt to fly away.

The franchise agreement usually includes a definition of the franchisor's "intellectual property." Intellectual property refers to a trademark, know-how, special details of the production process, trade and production secrets, as well as any other information that the franchisor is obliged to transfer to the franchisee. Most franchise agreements stipulate a license under which the franchisee can use the know-how, trademark and business system of the franchisor. The franchisor, along with a license to open stores, can transfer information about trading technology and provide specialists for its implementation.

In Russia, the emergence of franchising dates back to 1993, when the well-known Baskin Robbins sold its first franchise (franchise package - operational manuals, standards). Russian companies followed the foreigners. The name began to be sold by shoe stores "Econika", fast food enterprises "Rostik, s", "Teremok - Russian pancakes", "Yum-Yam", gas stations LUKOIL, TNK and some others.

However, franchising has not become widespread in Russia. Experts cite several reasons for this. Firstly, Russian legislation does not contain the concept of “franchising”. The use of the concept of “commercial concession” significantly complicates the transfer of intellectual property. Secondly, Russian poverty hinders the spread of franchising. To operate under a license, a starting capital of about 100 thousand dollars is required - considerable money for most entrepreneurs. In the West, franchisors practice lending to franchisees through partner banks. According to expert estimates, in England, subsidies for franchisees reach 80%. In Russia, most licensing projects do not provide for concessional loans. The implication is that businessmen must have their own money. Thirdly, many franchises sold in Russia are not yet ready for mass use. Russian companies sell schemes that are “raw” in technology, while Western companies sell schemes that are not adapted to Russian specifics. Buying an untested business is very dangerous. This was once again proven by the history of the Big Boy fast food chain, which opened its franchise enterprise in Bangkok several years ago. Local residents perceived the food place as a new temple. They brought rice and incense to the image of Big Boy - a plump boy with a hamburger in his hands. Big Boy was perceived as an unconventional image of Buddha.

2.5. Telemarketing.

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

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

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

The client today is a rather stubborn and distrustful creature. Often you have to not only make a sale as such, but also simply break stereotypes, change a person’s opinion about the world around him, smooth out rough edges and avoid direct insults addressed to him. And this despite the fact that it all comes down to breaking the client’s resistance and convincing him that your company’s products are good in this and that way, but competitors cannot provide him with all this, even if they want. Moreover, the offensive takes place on several fronts at once: a mailing list is sent with the company’s offers, an advertising campaign is carried out on a local television channel, stickers are posted on entrances, and potential clients are constantly called. However, failures are quite common. This is explained not only by the desires and whims of the client, who, of course, is always right, but sometimes without a twinge of conscience takes advantage of his opportunity to show character, but rather by the professional qualities of the operator, his ability to find an approach to a person and interest him. Sometimes the operator will be able to make candy out of nothing and sell it to the most distrustful client. Each client must have a special approach. However, there are techniques that are the same for everyone. The client likes to speak beautifully, but everything is to the point. But achieving this, and even in a free conversation, is quite difficult. For successful negotiations, specialists need to not only study the psychology of the person on the other side of the receiver, so that the telephone cannot become an instrument of torture for the client, but also be professionally trained on issues related to the company. To learn how to sell, you need to know what exactly you offer; for this you need, for example, to familiarize yourself with the history of the enterprise, the rules for providing services to individuals with all sorts of calculations, and the direct technologies for providing services. The professionalism of employees determines the face of the company. Telemarketing specialists in companies where this service operates make up the client base. It consists of the addresses and telephone numbers of potential and existing clients, as well as information that needs to be known to maintain business relationships: services, contracts, payments, debts, etc. Telephone sales are becoming increasingly common, and the average representative of society is gradually starting to get used to it. According to experts, the day is not far off when people in Russia will calmly perceive telemarketing as a type of business cooperation, and not express their dissatisfaction with the phone ringing at the wrong time. Of course, to achieve this goal, you need to spend a lot of effort, train first-class specialists who are well versed in psychology, constantly purchase the latest equipment, make workplaces even more comfortable, provide decent wages and constantly expand the client base. It is under these conditions that telemarketing can develop in Russia to the level of international standards. Especially if these are the standards of business communication over the phone.

There are five stages in telemarketing:

1. Establishing contact. The main task: making acquaintances, “building bridges” and establishing positive relationships. The main tool: voice and positive attitude. At this stage, it is not so much important what to say, but how to say it. At this stage, it is necessary, first of all, to interest the client to continue the conversation.

2. Needs reconnaissance. The main task: to find out what the client needs from what you have. The skill of telemarketing at this stage lies in the ability to ask the right questions and listen to the client. Main tool: It is necessary to use the technique of “Closed” and “open” questions and active listening techniques.

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

4. Dealing with objections. The main task: to remove objections and maintain positive relationships. The basic rule: accept the client’s point of view, compliment his objections.

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

Telemarketing rules.

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

4. Refusals over the phone are more common than during personal meetings. You need to accept a refusal calmly: after all, every call brings you closer to your cherished goal. The sale is often made after 3-4 contacts.

5. You need to speak the first phrases slowly, do not immediately pour a waterfall of information on the client - you need to give him time to tune in to the conversation.

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

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

8. To make a call effective, you need to call at the right time, to the right clients with the offers they need.

9. A lesson must be learned from every conversation with a client. A professional is a person who is always learning!

2.6. Merchandising is the art of selling.

The concept of merchandising comes from the English “merchandising” - the art of trading. Simply put, merchandising is a set of activities carried out on the sales floor and aimed at promoting a particular product, brand, type or packaging, the result of which is always stimulating the desire of consumers to choose and buy the promoted product.

Abroad, the first to use merchandising were the most organized retailers, such as supermarket chains. Moreover, they did not do this for manufacturers of goods. It was noticed that by making it easier to search and select a product, turning the selection and purchasing process into an exciting experience and, thus, increasing the time the buyer spends on the sales floor, an additional effect can be obtained.

Subsequently, manufacturers (suppliers) of goods began to use merchandising, as a result of which merchandising also became a tool that provides tangible competitive advantages. Many corporate manufacturers have made merchandising part of their marketing strategy. It is believed that merchandising ideas were brought to the Russian market by multinational corporations such as Coca-Cola, Pepsi-Cola, etc. However, retailers were the first in Russia to use merchandising - not supermarkets, but market traders such as: “ Kalinka Stockman, Global USA. They specially came to work early in order to arrange the goods, as they said, “beautifully” and attract the attention of customers. Thanks to the advent of science, society also acquired a new specialty - merchandiser. The main task of a merchandiser as a specialist in product promotion in retail trade is to maintain a positive image of his company, ensure favorable placement of products on store shelves, and monitor their constant availability for sale. He also supplies stores with advertising and gives souvenirs on behalf of the company.

The functions of a merchandiser also include adjusting retail prices for goods: he monitors competitiveness, advises sellers on the optimal size of trade markups. In order to complete all these tasks, the merchandiser visits all the stores assigned to him at least once a week (on average, five or more points per day). He records the state of affairs in each of them in a special passport. Based on the results of the trips, the merchandiser submits a weekly report to the company’s marketing department, which reflects changes in the situation in the sales market for this type of product: the presence or absence of demand, prices set by competitors for similar products, etc. Requirements for candidates for this position, dictated by nothing more than concern for the image of their company: presentable appearance, sociability, higher or incomplete higher education (they willingly accept students), age from 20 to 30 years, high efficiency, basic knowledge of English, driver's license category B, learning ability.

There are several rules to remember when using merchandising.

Firstly, it is necessary to organize an effective inventory, that is, the availability of those goods and services that the buyer expects to find in a given store. As a result, purchases from suppliers must be made in proportion to sales. In addition, products should occupy shelf space in accordance with sales levels. This is simply necessary in order to avoid the situation of the lack of best-selling products.

Secondly, the product must be positioned in the most efficient manner. The main (for example, a drinks section) and additional (for example, a rack or display) points of sale must be positioned in accordance with the flow of customers in the sales area. In addition, products should be laid out in such a way that finding the right product is as easy as possible. To do this, you need to create visible blocks on the shelves by brand, packaging and product group.

Thirdly, an effective presentation of the promoted products is necessary. Buyers are more willing to choose products whose prices are clearly marked and clearly visible, so the store must take care of the correct placement of price tags. In order not to mislead buyers, price tags should be located exactly under the product for which they indicate the price.

Merchandising as a science helps to most effectively use the buyer’s space and time to promote a product; it is necessary to arouse interest and even excitement in the buyer. It is very important to ensure the correct placement of advertising materials. There are several general rules that almost all companies use when setting standards for the placement of their advertising materials. In addition to the fact that they must be located directly near the point of sale of the specified product or along the way to it, and must also be clearly visible to the buyer, they must also be relevant (materials for a specific advertising campaign are installed at the beginning of the campaign and withdrawn at its end). It is always necessary to remember that advertising that hangs in the same place for a long time becomes blurred, and the buyer ceases to perceive it. And since the purpose of placing advertising materials is to constantly remind the buyer that he can purchase this product in a given store, the manufacturer has to take care of constantly updating the materials. Keeping the point of sale and the products themselves clean is a very important point that the merchandiser must remember. Not only the level of sales of a given product in a particular store, but also the image of the company as a whole depends on this.

However, it is always worth remembering that success using merchandising can only be achieved through the cooperation of the efforts of the manufacturer, distributor and retailer aimed at improving customer service. Moreover, the manufacturer must constantly improve the assortment, the distributor must ensure the constant presence of goods in the retail network at minimal costs, and the retailer must strive to sell goods of this particular brand that is profitable for him. It is important to remember that successful merchandising is possible only with the participation of all three: manufacturer, distributor and seller, i.e. effective merchandising is, first of all, the result of joint efforts aimed at “winning” the buyer.

It is clear that you always need to start from the store space itself. As a result, store layout is one of the main elements of merchandising. When developing it, it is important to think through methods that stimulate the movement of customers around the sales floor so that they buy more goods than they had previously planned. Stimulating promotion activities are external diversity - the placement of retail equipment, its types, floor level rises, original floor patterns, inclined transitions, information displays, stained glass windows, lighting, smells, sound background, etc. After all, all merchandising is built on human psychology. Knowledge of the psychology of buyers can also increase the efficiency of product display. As shoppers move along the shelves, they are less likely to notice the items at the end of each row. This means that such shelves should contain products in bright, eye-catching packaging, as well as the best-selling product. Here it is advisable to place advertising information on posters, lay out colorful booklets, leaflets, etc. But products from different manufacturing companies that have the same functional purpose must be laid out vertically on the shelf (not forgetting the importance of placing products of the same brand together, within a product group). Moreover, it has been noticed that in stores that have a rich display, goods are sold better. Therefore, sellers must fill and replenish shelves and displays with goods not only before the opening and closing of the store, but also during the working day.

So, merchandising allows you to increase the efficiency of sales, direct the buyer to the desired goal, and the correct layout of the store helps a lot in this. But along with arranging the shelves, you also need to correctly lay out the goods. Moreover, its layout should be based on priority. It is important to remember that even the most popular product, if placed in the wrong place, may remain “out of use”; the buyer simply will not notice it. Priority seats in the sales area are determined depending on the customer flow, that is, on the path that most customers take. Thus, a correctly placed product will always provide maximum benefit to the manufacturer and store. Moreover, you should always remember that in most cases, when planning a purchase, the consumer clearly determines which product groups he wants to purchase (bread, milk, pasta, clothes, shoes, dishes, etc.) Therefore, the store’s assortment can be divided into three groups: goods everyday demand (the purchase of these goods is the purpose of almost every customer visit to a retail outlet), periodic goods (the purchase of these goods is planned once every few visits) and impulse goods (the purchase of these goods is usually not planned). It turns out that one of the most important tasks of merchandising is finding places for the best location of the main and additional points of sale of your product. Moreover, the main place of sale is the place where all manufacturers of a given product group are represented, and an additional place always increases the likelihood of purchasing this product. And the whole task of merchandising comes down to placing the product in the main places as efficiently as possible, while not forgetting about additional ones, which can often help effectively promote a particular product. Moreover, the best-selling items of the product group must be located at additional points of sale. In this case, the likelihood of impulse purchases increases significantly. It is also necessary to monitor the movement of the buyer. Slowing down or speeding up the pace can be achieved by widening or narrowing the aisles between shelves, as well as using music. Slow, calm music creates a more relaxing atmosphere in the store, encouraging customers to take their time and stay in the store. Fast music has the opposite effect - it turns a stroll into a faster pace, which is mainly used during rush hours to speed up the movement of shoppers. In general, the buyer is a picky creature. He needs constant attention and care. Such care can be carried out in different ways. The main thing is to ensure that the struggle for the consumer does not turn into a struggle for survival, which is quite possible given the current state of the Russian market. Until now, many store owners hardly understand what merchandising is. Many of them rely on intuition and their own flair and style. Often such a policy does not justify itself. Of course, it cannot be said that everything depends on well-applied merchandising and an experienced merchandiser working with wholesalers and retailers. However, many troubles can be avoided by using the services of a specialist. He will help you correctly position the goods on the shelves, arrange the equipment in the hall so that the buyer has a pleasant and comfortable shopping experience, point out possible errors, place advertising in the right places, i.e., he will do everything to make you and your store successful.

Rarely does any commercial activity, given equal opportunity, involve so little risk. It is difficult to calculate in advance human preferences, character traits, prejudices, likes and dislikes. It is difficult to predict how popular a particular product will be. Advertising allows you to sell it most effectively. Risk may lead to failure, but not to disaster. Losses, if they occur, are small. And their reasons, as a rule, have nothing to do with advertising. Advertising is one of the safest, most reliable types of commercial enterprises that can generate large profits. There are thousands of successful examples. Their diversity indicates the unlimited possibilities inherent in advertising. But thousands of people who need accurate knowledge about advertising, without which they will not be able to achieve what they deserve, still have not fully appreciated its benefits. In order to understand advertising or learn its basics, one must start with the right concept.

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

The only purpose of advertising is to sell goods. Advertising will pay off or not pay off depending on the actual sales figures. Advertising is not a “thing in itself”. She is not meant to show off in public. It is not an auxiliary method for other sales methods. Advertising must be looked at as a new seller. The profit from advertising must be compared with the profit from other methods of sales, and the cost of the effort expended must be compared with the result obtained. The peculiarity of advertising is its scale. Advertising is the seller’s job multiplied. She addresses thousands of buyers while the seller deals with one. And its cost corresponds to its task. People pay about $10 per word in a typical ad. Therefore, every ad should work like a super seller. One seller's mistake isn't worth that much. A mistake in a published advertisement costs thousands of times more. Bad advertising can ruin everything. There is an opinion that an advertisement is a correctly written text. However, literary abilities have the same distant relationship to advertising as organizational skills have to the ability to trade. Something else is required: the ability to express thoughts briefly, clearly and convincingly, as a seller should do. Fine words, of course, only harm the cause. Special artistry is also inappropriate. All this either distracts attention from the product itself, or, conversely, the hook is too noticeable from under the bait. All studies show that an attempt to sell causes more resistance, the less it is covered. When the seller communicates directly with the buyer, the patterns are the same as when using printed materials. Krasnobay are rarely good sellers. And good salespeople are unlikely to be able to make speeches from the podium. These are simple and sincere people who know their clients and their needs. The same settings are required for advertisements. In the advertising industry, there is a very simple way to answer any survey. Ask yourself: “Will this help the seller sell his product? Would this help me personally as a seller, face to face with the buyer?” Answering these questions honestly will help you avoid many mistakes.

The main difference between advertising and regular sales is direct contact. The seller's job is to attract attention to his product. It is impossible to ignore the seller in the store. You can simply not look at advertising. However, the seller wastes a lot of time on those customers who will not buy anything. Advertising is read only by those people who themselves strive to find out what we want to convey to them.

The creators of advertising messages try to influence all senses of a potential buyer without exception. First of all, it is vision and hearing. But there are advertising messages containing scents (“trial” perfumes), offering samples of goods that can be touched, which facilitates the process of making a purchasing decision. Moreover, advertisers use almost all known forms of art for the needs of their profession: literature, cinema, painting, photography, music, sculpture. The arsenal of the current advertiser is huge; it includes all modern technologies, from printing to space technology. But, just like a hundred years ago, the effectiveness of an advertising message depends on the creative potential of its creator. First of all, the advertiser needs to conduct a marketing analysis of the situation. You need to understand what it should advertise, who the advertising is intended for, how the advertising object differs from its analogues. Traditionally, the creative field of an advertiser is print advertising and advertisements in print media. The optimal advertising message contains only one advertising idea. Quite often it is possible to express it with a slogan - a short advertising appeal that embodies the essence of a unique product offer. A slogan is an advertising phrase in condensed form that sets out the main advertising offer and is part of all advertising messages of one advertising campaign. This is “dried” advertising text, it is repeated in all advertising formats. It begins to live only when it appears in the mass consciousness of people.

Recently, many experts have noted that the Russian market is becoming more and more civilized (at least outwardly), “marketing”. More and more companies are thinking about the image of their products, attracting expensive branding and advertising specialists. Everyone strives to stand out, everyone tries to create a unique and memorable message to the consumer.

It would seem that advertising has filled everything - television broadcasts, streets, press, transport. But every day new opportunities are found to convey information to the consumer about the exceptional properties of a product or service. And wherever you are, you are surrounded by appeals, slogans and attention-grabbing stories. And people read, absorb, comprehend. They read it everywhere – on the subway or at the bus stop, in their favorite newspaper or supermarket. Advertising is designed to affect a person’s personal interest in solving a problem, in satisfying a need. Advertising is capable of presenting something new to the audience, awakening its curiosity; it informs the consumer about the merits of the advertised product or service and is a modern method of promoting goods.

2.8. Success in business means success in the market.

Success in business is success in the market. Not only production difficulties lead to companies going out of business, but also ineffective marketing. Many people believe that marketing is an art, and in order to manage effectively, you need talent. This may be true, but the art of marketing is based on a certain set of scientific methods and precise rules, which in turn are considered to be starting points and must be known.

Rule #1: 10/30/60. This rule regulates the relationship between the main target groups and the percentage of the marketing budget that should be spent on working with them. So, it is believed that 10% of the budget must be allocated to a group consisting of consumers who are not clients of the company and, according to certain characteristics, do not correspond to the profile of the company. For example, let's take the drug Viagra. It is intended for men aged 40 years and above - this is the main target group; 10% must be spent on those who may become consumers of this product years later. To successfully promote a product on the market, a competent marketing department will allocate 30% of the budget to potential consumers who, for various reasons, are not yet clients of the company, but could well become them. This category corresponds to the company profile. The largest percentage (60%) of the budget goes to the segment of existing customers. This category needs to be stimulated and retained, although it is the smallest in number. The product can be sold to current consumers much cheaper (due to the presence, for example, of “growing” discounts on the company’s plastic cards), but the costs for this segment are recouped much faster than for those markets that the company has yet to conquer.

Rule #2: 1/100. This simple rule is as follows: one dollar spent on communicating with your own staff is equivalent to a hundred dollars of marketing budget spent on the final consumer. Since all the key factors of a firm's competence or success are directly dependent on the knowledge and skills of employees, their morale and goodwill represent the organization's capital. Employees want to work for management that lives up to its claims and takes into account the interests of the entire workforce. Therefore, the head of an organization should always strive to establish strong corporate ties, which are naturally 100% justified. The Japanese remain world leaders in marketing because they are always ready to share the failure of their company or its success together, as a whole team. For them, the recognition of colleagues and the approval of their superiors is much more important than a new position and material reward. At the same time, the Japanese always try to act as a team, without selfish considerations. They are sure that it is better not to say: “I was mistaken.” It’s better to say: “We were wrong.”

Rule No. 3. According to marketing experts, budget allocation for successful product promotion should look like this:

1/3 – invested in product design;

1/3 – spent on its modernization;

A distinctive packaging design can be critical to selling it at the point of sale. The external design should give the right idea of ​​the content. For example, white packaging of cigarettes implies a low tar content, while red packaging implies a strong taste. And canned beef stew should not be confused with dog food. In terms of modernization, let us recall, for example, the producers of Twix chocolate, working on new varieties of their product, which resulted in the appearance on the market of “Twix - a rare species”. And Nestle has more than 200 varieties of Nescafe coffee to satisfy the diverse tastes of its consumers around the world. Advertising achieves an effect only when it is permanent. Short-term successes are illusory.

IN USA the famous businessman Donald Trump, whose name is associated with all American citizens with a skyscraper, a hotel, three casinos, and supermarkets, once settled on this. Having achieved rapid success, he also quickly fell from his peak: in 1994, Mr. Trump's debts amounted to about $1.4 billion. The opposite example is Coca-Cola. It would seem that everyone knows this brand. So why does she need advertising? But the scope of its advertising campaigns confirms that any, even the most popular brand, needs constant support.

Rule #4: 50/80/90. This rule concerns such an important component of marketing as planning. There is a famous saying: “If you can’t plan, you can bet you will fail.” And here there is a certain rule that is worth remembering. If the quality of management is low, you can count on a maximum of 50% profit. With good – by 80% and with the best, sadly, – by 90%. That is, 100% is a myth and its implementation is impossible. Therefore, in order for the investment to pay off as much as possible, management efficiency must be maximized.

Rule No. 5: “The miser pays twice.” In this context, this simple wisdom concerns technical support. For not investing in upgrading the technical base on time, you will have to pay twice as much later. Moreover, this rule applies to everything: from modernizing the computer base in an organization to regular preventive inspection of the company’s vehicle fleet. The American “The Bank New York” illustrates the situation. It is so well equipped technically that attempts to hack its security system, which occur on average once every 10 minutes, have never been successful. On the other hand, and this applies to a greater extent to Russian companies, which often neglect updating their anti-virus systems, a common virus can become a serious problem, including the loss of critical data without the possibility of recovery.

Rule #6: “Be involved in the process.” This is an axiom. It does not have an exact formulaic expression, but it is an important law for managers seeking effective management in all areas of the company.

The success of a company, as a rule, contributes to the emergence of new problems and new concerns. The more an organization expands and the faster its profits grow, the less time a manager can devote to advertising and marketing. However, these are too serious things to be completely left to someone else. If there is a need to delegate your authority in this area, then this can only be done in terms of direct constant communication with the press, participation in cocktails, corporate parties and other types of communications.

III. Product promotion methods used at the enterprise

LLC "LMZ-STEMA"

“Promotion of products is our task”

“Probably everyone is familiar with the phrase “competitive struggle.” Today, when the market is saturated with both domestic and imported goods, and the purchasing power of the main population of the country is not so great, competition is intensifying every year. “Chief Teacher” in marketing F. Kotler writes: “...Every company should strive to distinguish its product from others and make it better. If this is not possible, the company must invest in differentiating its service and making it better.” But to make your product special or unique, you need not only knowledge of the buyer’s needs, but also new equipment, new technologies, and this requires huge investments. But many domestic enterprises cannot afford this. Therefore, in market conditions, such enterprises win precisely because of the quality of service, the service offered, the use of advertising technologies, and the correct positioning of the product in the market.

The products manufactured by LMZ-STEMA LLC: enamel dishes, classroom whiteboards, sinks are no longer unique products, and today there are many competitors on the market, whose products are not fundamentally different from the products of LMZ-STEMA LLC. Therefore, not every buyer can determine the advantages or disadvantages of products from different manufacturers. Commodity abundance forces us to use all sorts of ways to influence the consumer in order to lead the latter to purchase. LMZ-STEMA LLC carries out a whole range of marketing activities to promote its products on the market. Firstly, this is participation in large specialized exhibitions in Russia and abroad: Ambiente, Servitex, Household Goods and Furniture, National Glory, Buy Russian, ConsumExpo, etc. After all, participation in exhibitions allows you to show products to your target audience and create the preconditions for subsequent contacts , helps to obtain a large amount of information about competitors (usually new technologies and new products are demonstrated at exhibitions). The exhibition helps to establish relationships with clients, solve problems in the field of Public Relations in creating a good attitude towards the company and providing the public with information. To identify the needs and preferences of buyers at exhibitions, marketing research, surveys and surveys of stand visitors are carried out. Secondly, over the past years, LMZ-STEMA LLC has been participating in a number of competitive programs, the objectives of which are to assist Russian manufacturers in promoting high-quality Russian goods, services and technologies. The result of participation in these programs were awards won by LMZ-STEMA LLC - bronze, gold, platinum quality marks of the 21st century, a gold sign “The best for children!”, a certificate of the program “100 Best Products of Russia”, they give the right to label their products with the appropriate familiar and, as a result, give the company the opportunity to distinguish it from similar products of competitors. To create a positive image of the organization and its products, and, consequently, consumer motives, LMZ-STEMA LLC, using the corporate style of AK LMZ OJSC, annually produces printed advertising publications - calendars, booklets, leaflets for distribution at ongoing exhibitions and fairs , through wholesale buyers. In 2001, an advertising video about Lysvenskaya dishes was made and broadcast on the RTR television channel, and copies of videotapes were distributed to large wholesale buyers for broadcast on local television channels. The company places print advertising in specialized publications, actively using direct mail and the Internet. In order to promote the classroom board, LMZ-STEMA LLC takes part in all tenders organized by the Regional Committee for Education and Science; as a result of winning the competition in 2003–2004, products worth hundreds of thousands of rubles were additionally sold.

When talking about product promotion, it is impossible not to mention packaging. After all, packaging should make the consumer want to buy the product. The packaging is the same as the clothing of the product. And just as poorly chosen clothing distorts a person’s appearance, so unattractive packaging distorts the idea of ​​a product and creates a false picture of its quality and properties. Understanding this, the production, since May 2002, has been offering to the market sets of stewpans (low cylindrical pans) in colorful, full-color, easy-to-carry packaging. And work in this direction continues: colorful individual packaging for a souvenir mug is ready, and soon sets of pear-shaped saucepans and sets of saucepans with the “tor” element will also acquire a beautiful outfit. An advertising label with information about the benefits of the product has been developed for them and has already been ordered; its purpose is to stimulate the purchase of a potential consumer.

Specialists of the marketing bureau are forming a client database for analysis and research in order to be able to open new market segments and demand trends.”

“High quality is the key to success”

“Today, every manufacturer with a stable business dreams of receiving a prize at any prestigious competition of enterprises or industrial goods. Winning a prestigious competition is an opportunity to successfully use it in advertising. With the abundance of goods, both domestic and imported, on the consumer goods market, there was an urgent need to create a brand that would guarantee against low-quality products at the household level. I looked at the label or packaging - and it was immediately clear. There is nothing to be afraid of this product, it is reliable and inspires consumer confidence.

Labeling products with the “21st Century Quality Mark”, “100 Best Products of Russia” means that this product has passed an examination and meets state standards, and also has excellent quality at the level of international standards. Such products can be trusted, and people willingly buy them. The words ecology, safety, quality are no longer empty words and easily surpass all popularity ratings. It has somehow become unfashionable to buy a pig in a poke. Today they prefer to buy something more expensive, but with the confidence that the item will last a little longer than stated. The necessary quality control is carried out by an expert commission represented by ROSTEST-Moscow. The consumer properties of products that determine their quality and competitiveness are subject to examination. The evaluation criteria is the product’s compliance with the quality indicators of state standards and other regulatory and technical documentation, confirmed by the results of the examination of the submitted documents and testing of product samples.

Throughout 2002, LMZ-STEMA LLC took part in a number of competitive programs, the objectives of which are to assist Russian producers in promoting high-quality Russian goods, services and technologies. The products manufactured by LMZ-STEMA LLC were adequately assessed and received high awards. At the competition “All-Russian Brand (III Millennium). Quality Mark of the 21st Century”, held from 2000 to 2002, enamel cookware reconfirms the right to own the “Platinum Quality Mark of the 21st Century”, and new samples of sets (with a “torus” element; with glass lids and stainless steel handles) were also awarded the “Golden Sign”. steel), a kettle with a whistle, a classroom blackboard, an enamel sink was awarded the “Bronze Quality Mark”. At the All-Russian competition “Only the best for children!” For its high quality (also confirmed by the ROSTEST examination), the classroom board was awarded the “Golden Quality Mark” “The best for children.” Participating in the all-Russian program - the competition "100 Best Goods of Russia", enameled steel cookware LLC "LMZ-STEMA" was awarded a diploma from the program "100 Best Goods of Russia". These awards give the company the right to mark its products with the appropriate Mark free of charge for 2 years and, being a Laureate of the Platinum Quality Mark of the 21st Century, has the right to apply for a passport “Reliable Enterprise of the Russian Federation”.

LLC "LMZ-STEMA", like its parent company - OJSC "AK LMZ", has a goal - to achieve unconditional recognition in the domestic and world markets. The tool for achieving it is a comprehensive improvement in the quality of goods and services. The main thing on this path is not to lose face. And success will definitely come."

In 2004, in addition to printed advertising media: price lists, booklets, leaflets, the company’s specialists produced an electronic product catalog, which allows you to send visual information about products to potential consumers, existing clients, and distributed at exhibitions and fairs.

"It's better to see once"

It is not easy to create high-quality products such as those produced by LMZ-Stema LLC. The process of its “birth” includes ideas, development, testing, implementation into production... But this is not the whole chain. Next, these wonderful products need to be presented favorably to existing and potential buyers. Some of the modern forms used for this throughout the world areCD- business cards, presentations, electronic product catalogs... True, their development, for example in the Perm region, costs from 1 thousand to 3.5 thousand dollars. The first in our company, and, perhaps, in the city, to prepare such a catalog on their own, using the latest computer technologies, were the Stamovites.

To successfully promote its products on the market, any enterprise needs to provide consumers with information about the product. Over the course of several years, Stamovites have released several advertising brochures and leaflets, providing wholesale buyers with colorful printed catalogs of their products. But in order to maintain leadership in the production of domestic enamel cookware, the company is forced to replenish its products with “new products”, develop exclusive designs, and new technological developments. Creating printed advertising publications is a long and expensive process. The more advertising products you order, since the price depends on the circulation, the more likely it is that the last copies of printed advertising will lose their relevance and will contain outdated information about the products.

And so the creative team of LMZ-STEMA LLC was faced with the task of how to demonstrate their products, available enamel coatings, and decals not only to wholesale partners in a timely, visual, and accessible manner, not only to wholesale partners, but also to create a favorable image of the enterprise among potential buyers. An electronic version of the catalog would allow this problem to be solved, and its distribution would not be so time-consuming and cost-intensive.

The preparatory process has begun, including photography, computer processing, and advertising support. The designer of the enterprise Lyudmila Nefedkina and the artist Olga Ralnikova took photographs of dishes, enamel coatings, decals - which are in demand among consumers, professionally choosing the desired angle, background, composition for photography, creating still lifes with greenery, flowers, berries, vegetables to suit your taste.

Today, two electronic catalogs of STEM products have been created.

The first was developed for one of the Moscow exhibitions at the end of last year, the second with the assortment of the current summer-autumn season - this year.

At the request of customers, it was planned to make only catalog pages demonstrating the decals used in the design of tableware. When they were laid out, the developer did not think the work done was very solid or presentable. There was a desire to do something more interesting and consistent with the image of our company. The idea came to use Flash technologies, which allow us to “revive” the image and develop complex animation effects. The result is a very nice, easy-to-browse catalogue. The Screensaver opens it. On the screen there are changing and flashing images, from which we learn that the LLC produces more than 5,000 types of products, the high quality of which is guaranteed by the international ISO standard, and we see the geography of supplies. The catalog has three main sections: Decals, Coatings and Tableware. They present the latest samples, some of which were released only a month ago. The pages are designed very conveniently and are available for viewing by any recipient. The catalog has "live" links with email addresses of marketing and sales departments in the Contacts section. When you click them, the mail program and the letter form with the addressee fields already filled in opens. The catalog contains seven original melodies, which allows you to choose the musical accompaniment for a more enjoyable viewing experience.

You can be sure that this electronic catalog, made using modern computer technologies, into which a piece of the soul, talent, and energy of a creative team of like-minded people was invested, will be the calling card of LMZ-STEMA LLC for many years to come.

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

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

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

Marketing research shows that the main buyer of enamel cookware is women from 16 to 65 years old, because a woman is the “keeper of the hearth” and, by and large, only she cares about what to cook with, what the interior of the kitchen in the house looks like, and therefore the dishes, how much they will be environmentally healthy dishes. Popular women's magazines are such as "Peasant", "Domashniy Ochag", "Cosmopolitan", "Liza" and many others, and it would be wise to place your advertising in them. But after conducting a comparative analysis of the prices for advertising in these magazines (A 4 format page in the magazine “Peasant” costs $7 thousand), the LLC places its advertising in cheaper publications (Perm magazine “ On your floor" newspaper “Komsomolskaya Pravda - Perm”), offers are always welcome from advertising agencies that request information about products and place them free of charge in their “pilot” issues (Moscow magazine “Kitchens and Bathrooms”). In these publications, advertising, although it is indirect, i.e. they post information both about competitors’ products and about a specific competitor product, still brings to the attention of the reader the advantages of a particular product and provides him with the opportunity to choose. And the task of LMZ-STEMA LLC is to provide information that favorably distinguishes the advantages and benefits of its products from competitive ones.

IV. Conclusion.

The FOSSTIS service (demand generation and sales promotion) is an integral element of the entire marketing structure of an enterprise, regardless of what goods (products or services) the enterprise produces and offers to its partners. Advertising is the most effective tool in an enterprise’s attempts to modify the behavior of customers, attract their attention to its products, create a positive image of the enterprise itself, and show its usefulness. To successfully enter the market, an enterprise, focusing on the selected target market, or more precisely, its preferred segment of the target market (in advertising practice - a contact audience), must offer its potential consumers an attractive product of market novelty. In accordance with this, it is planned to hold events in order to create demand for the product (FOS event), the main one of which is trade advertising.

Product advertising – any form of non-personal appeal to potential buyers with the aim of persuading them to purchase goods, services, etc. With the help of various FOS activities and, above all, product advertising, a positive “image” of the product is created in the minds of potential buyers.

The main advertising tools: print advertising, radio and television advertising, advertising on non-traditional and moving advertising media, outdoor advertising, at points of sale, “electronic” advertising, souvenir advertising, exhibitions and fairs.

Sales promotion is an integral part of the marketing mix. These are any activities aimed at increasing sales of goods, including advertising, public relations, exhibitions and fairs, personal selling methods, stimulating consumers and the trade sector, and sales promotion at points of sale.

Sales promotion activities aimed at consumers most often the goal is to introduce the consumer to a new product and “push” him to purchase; increase the number of product units purchased by one buyer; encourage adherents of a particular brand and regular customers; reduce temporary fluctuations in sales (seasonal, by day of the week, during the day), etc. For this purpose, various tools are used to influence the consumer: seasonal sales discounts for certain categories of consumers, discounts for the bearer of a coupon, prizes from the manufacturer for participation in a competition, discounts for buying a new product, etc.

Sales promotion activities aimed at resellers, The following main tasks are being solved: to encourage an increase in sales; stimulate orders of maximum volumes of goods for sale; encourage the exchange of best practices in the sale of a specific product; reduce temporary fluctuations in the receipt of orders from intermediaries, etc. To do this, manufacturers apply volume discounts, participate in a joint advertising campaign with the intermediary, place advertisements in retail establishments, distribute promotional souvenirs, etc.

The work uses marketing tools for influencing consumers that are acceptable for the given situation at the enterprise and do not require large financial investments. An advertising budget for the calendar year has been drawn up to promote products in the Perm region and measures have been planned to stimulate sales channels and the end consumer.

In conclusion, I would like to note that in connection with the ever deeper penetration of the marketing concept into the activities of domestic organizations, the question of efficiency—the effectiveness of advertising, PR campaigns, and individual marketing research—is increasingly being raised.

When concluding about the effectiveness of any methods of promoting goods, I would like to emphasize that any event must be calculated in advance, all factors that can affect the marketing project must be taken into account, because one careless decision can lead an enterprise to large losses, while a correctly and timely organized one can lead to profits. additional profit.

List of used literature.

1. Kotler F. “Marketing. Management", S-P., 2000, p. 517-535

2. Kondyreva S. “Features of the formation of a national brand in Russia”, Journal of Marketing and Marketing Research in Russia No. 3, M., 2001

3. Komarova N. “6 mathematical laws of marketing”, Journal of Marketing No. 4, 2002, p. 51- 52

4. Litvinov S. “Preparation for seasonal sales. Laws of merchandising”, J. Marketer

No. 4, 2002, p. 15-20

5. Makienko I. I. “Consumer behavior in the Internet environment”, Journal of Marketing and Marketing Research No. 4, 2003, p. 8-16

6. Mamonova A. “Anticipation of a sale”, Journal of Marketing No. 4, 2002, p. 47-49

7. Melnikov A. “Analyze this! Features of advertising communications in Russia”, Journal of Marketing No. 9, 2003, p. 38-39

8. Nishchev S. “Methods for assessing efficiency” Zh. Marketologist No. 9, M., 2003, p. 55-64

9. Orlovskaya L. “Marketing communications”, Journal of Marketing No. 4, 2002, p. 4-7

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

13. Internet.

Appendix 1

Appendix 2

Plan for promoting products to the market and stimulating sales channels.
	Event				Focus				Completion mark
			execution
Measures to stimulate the end consumer.
	Increase the share of colored packaging in the total number of sales (set No. 124; 129; 0.5 l mug; kettle with a whistle)		throughout the year		final consumer		Attractiveness
					final consumer
	Making a mini booklet about cookware				final consumer		Purchase incentives
					retailers		consumer information and preferences
	Production of price tags with an element of corporate identity				final consumer		Manufacturer's image
			throughout the year		final consumer		transfer of information about the product
			3-4 quarter		final consumer
	Production of self-adhesive labels for products		throughout the year		final consumer		Manufacturer recognition (image)
Measures to stimulate wholesale buyers.
	Sending commercial offers by E-mail, mail	throughout the year		potential consumer		Manufacturer recognition (image), information about the product
	Production and distribution of wall calendars					Manufacturer recognition (image)
				final consumer, wholesale		Product information
	Replication of a video about tableware and distribution to wholesale customers			wholesale, final consumer		Purchase incentives
	Production of a printed product catalog	March-April				Product information
	Replication of electronic product catalog					Product information
		February-March				Product information
Measures to improve the image of products.
	Trademark creation, registration	throughout the year		final consumer		Manufacturer recognition (image)
	Participation in the competition programs “Quality Mark of the 21st Century”, “100 Best Products”, “The Best for Children!”	throughout the year		final consumer		improving the image of the manufacturer and products
	Participation in exhibitions	throughout the year		potential consumer		attracting potential buyers

Appendix 3

Information for posting on the site.

LLC "LMZ-STEMA" is a leading domestic manufacturer of enameled steel products: dishes, sinks and classroom boards; one of Russia's largest developers and manufacturers of silicate enamels, glazes and ceramic frits. The production of enameled products has been developing and improving for 90 years, and currently the products produced are not inferior in quality and design to their European counterparts, and at the same time are affordable for Russian buyers.

Our products for their high quality, durability and hygiene are marked with certificates, diplomas from Russian fairs and competitions and awarded bronze, gold and platinum signs "Quality markXXI century", gold sign “The best for children!”, became a finalist of the competition "100 best goods of Russia" in 2000-2002.

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

Contacts LLC "LMZ-STEMA"

Country: Russia TIN 5918006090

Index: 618900 r/ac 40702810349230110541

City: Lysva, c/c 30101810900000000603

Address: st. Metallistov, 1 BIC 045773603

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

Catalog price list

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

• ease of writing with chalk, what is written is easily erased, which makes it possible to keep the boards clean without much effort;
• contrast and clarity of the image, absence of glare at any viewing angle;
• the ability to write with a felt-tip pen, which allows the use of boards in computer classes;
• the possibility of using magnetic fastening of teaching aids;
• fire safety, non-toxicity, hardness;
• resistance against detergents and organic solvents;
• long service life.

Classroom boards are manufactured in the following types:

• single-sided with one working surface;
• casement with three working surfaces;
• casement with five working surfaces;
• casement with five working surfaces with lined working surfaces of the side doors (cage, oblique ruler);
• casement with seven working surfaces;
• combined casement doors - with green and white surfaces at the customer's request.

Surface:

• green (for writing with chalk);
• white (for writing with a felt-tip pen).

A white board can serve as a projection screen. At the customer's request, we can produce boards of other sizes and easels.

The enamel-coated board is certified and recommended by the Russian Academy of Education and the Ministry of Education of the Russian Federation for use in educational institutions. The board was awarded the “Only the best for children” sign and the Golden “21st Century Quality Mark”.

Enameled steel medical products:

Medical glassware is used to equip medical institutions

Price list (zip 764 kb)

Manufactured products:

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

• Medical steel enameled spittoon - designed for collecting waste and serving patients in departments of medical institutions and at home.

• Enameled steel bedpan 2.5 l. – intended for servicing bedridden patients in departments of medical institutions and at home.

• Medical sippy cup 0.4 l.

Enameled steel sink

Types of sinks:

• MSUTS 500 x 600 x 170

• MSVTSK 450 x 505 x 170
• MSV 450 x 505 x 170
• MSVC 450 x 505 x 170

MSVC - built-in (can be equipped with brackets for mounting to the wall)
MSUTs - unified (built-in and with bracket)
C - with a hole for installing a central mixer.

At the buyer’s request, the sink is equipped with water intake (“herringbone”) and drainage fittings.

Silicate enamels (Frits).

Appendix 4

Dear Sirs!

LLC "LMZ-STEMA" is a leading domestic manufacturer of enameled steel products: enameled steel utensils, enameled sinks and classroom boards, offering mutually beneficial cooperation.

The production of enameled products has been developing and improving for 90 years, and currently the products produced are not inferior in quality and design to their European counterparts, and at the same time are affordable for Russian buyers. We were one of the first to master the technology of coating rolled sheets with silicate enamels and assembling classroom boards for schools and educational institutions.

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

The introduction of a new product to the market is never complete without advertising, and today the most popular “platform” for promoting new products is, of course, the Internet. Read about the main free and most effective ways to promote products on the Internet in our material.

Promoting a new product on the Internet: opportunities

Most modern companies and manufacturers have taken a course to support their position by releasing new products, expanding the range, and improving it. This is due to the fact that in the current economic conditions the market is constantly changing, competition and people’s needs are growing, and only active enterprises that are ready for modernization and are starting to introduce a new product to the market.

Why is the Internet, as a platform for promoting goods, so convenient and effective? Firstly, because today people search and buy almost everything on the Internet, from airline tickets and educational courses to baby onesies and medicines. The choice “falls” on online stores because any product purchased online will cost less, since there is no maximum “mark-up” as is the case with retail stores. The main advantage when promoting a product on the Internet is that an entrepreneur has the opportunity to choose the most optimal option for his business, and sometimes carry out all the promotion work using various methods and “in a complex”.

Promotion of goods on the Internet is carried out according to the following algorithm:

• formation of a marketing strategy;
• informing customers about the appearance of a new product on the market using online advertising as part of a marketing promotion strategy;
• transitions from ad units to information resource company (website, landing page), which contains comprehensive information about the new product and the possibilities of purchasing it.

That is, any advertising on the Internet has one main goal - to attract and interest the maximum number of buyers. It is important to take into account the characteristics of the target audience for which this product is designed. For example, if a new product is being introduced to the market - wireless LED headphones, then the advertising strategy for promoting the new product to the market via the Internet will be appropriate, that is, taking into account the age of the target group (teenagers, youth, students), its needs, financial capabilities, technical “tools” that will help retain the interest of the target audience. If brought to market new product, “targeted” at people of a more mature age, for example, orthopedic pillows and mattresses of the generation, then the “presentation” of advertising on the Internet will have to be carried out using other tools, other ting “moves”.

Typically, when initially promoting a new product to the market via the Internet, several “Tools” and opportunities are used simultaneously, and various methods of “stimulating” consumer interest. This gives the fastest and most noticeable effect. Let's look at 7 ways to promote a new product on the Internet.

Method one: your own website

In the materials of the online magazine “Business.ru” we have already talked a lot about how an entrepreneur can create (including for free) his own website or landing page, how to “promote” it in a short time: How to promote a website yourself; How to create a landing page to increase sales

Each modern company today has its own website, which provides all Internet users with comprehensive information about the company’s activities, the cost of services and goods. The company's website can be presented in the form of an online store, where the user can order the desired product with delivery, or it can simply be an information page - a landing page - with the ability to order a call back to the user.

Today you can make a website yourself - there are enough programs and services on the Internet to develop your own pages using standard templates, but this will only be the simplest site. In order for the website to be made to the highest possible quality, entrepreneurs need to use the services of web designers and order a website about a new product from them.

Depending on what goal the entrepreneur pursues, the format and structure of the site will differ. Marketers believe that in the first stages, to promote a new product on the Internet, a landing page will be sufficient, which will describe the advantages of the product, customer reviews, information about discounts, promotions, and benefits. If a whole assortment of unique products is introduced to the market, then a comprehensive information website is indispensable.

So, all users who are interested in the company’s new product will flock to your website for detailed information. That is why this resource should immediately be as informative, functional, and with a convenient user interface. But simply creating a website on the Internet today is not enough; its competent “promotion” is necessary, and the first task here is SEO-promotion, that is, search engine optimization.

Method two: search engine optimization

Search engine optimization or, as it is also called, “Seo-optimization” is a set of measures taken to “raise” a website in the results of popular search engines (Yandex, Google, Rambler, etc.) according to relevant user requests. The goal of search engine optimization is to increase website traffic, and, consequently, the number of potential customers. As we know, the higher a site is in search results, the higher the likelihood that interested users will follow the link and visit the website. Many entrepreneurs think that it is impossible to “outdo” large and well-promoted sites through SEO optimization today, but this is not so. It is necessary to correctly select the main keywords that will correspond to the most frequent user requests on this topic, and try to make the texts so that all suitable “keys” are used to the maximum.

Note
Dear readers! For representatives of small and medium-sized businesses in the field of trade and services, we have developed a special program "Business.Ru", which allows you to maintain full warehouse accounting, trade accounting, financial accounting, and also has a built-in CRM system. There are both free and paid plans.

In addition to “arranging” the right keys and filling the site with the “right” content, other site optimization is also necessary. We are talking about improving the so-called “behavioral factors”, when after a sufficient number of transitions to the site, users stay on the page for a long time, then search engines consider such a site to be of high quality and over time “raise” it to the top of the search results. Also, search engines take into account the density of keywords (that is, search engines exclude spam, too much “nausea” of site texts, their oversaturation with keywords); site citation index (if other popular sites link to your resource, this will also give the resource additional “points”).

In addition to internal search engine optimization, that is, working on content, there are also methods of external optimization, for example, registration in directories, exchanging links, advertising on blogs, social networks, posting articles, etc. Using all these tools for promoting a new product in combination, an entrepreneur will be able to achieve desired result in a short time. Today, search engine optimization of websites is carried out by SEO specialists, but website owners can also promote their websites and new products through them independently and for free - the possibilities here are unlimited.

Method three: banner advertising

One of the most common, popular and truly effective types of advertising on the Internet today are contextual and banner advertising. By placing advertisements for your new product on banners, that is, graphic images with a hyperlink to the company’s website, which, in turn, will be placed on popular sites that are advertising platforms. The scope of influence of this type of advertising for promoting new products is much wider than other types of advertising on the Internet - they attract attention, arouse interest in a new product, and encourage Internet users to take action (go to a website, place an order, buy a new product).

Today there are a huge number of opportunities for promoting a new product to the market using banner advertising on the Internet, mostly they are paid, but there are also free ones. These are, for example, the services of so-called “banner networks”. This is a certain “community” of participating sites that work in the same system and provide each other with sites on their sites for placing banner advertising. For displaying a certain number of advertising banners on your website, its owner gets the opportunity to place his advertising on websites participating in the project. This tool is an excellent opportunity to promote a new product on the Internet.

Method four: contextual advertising

Another type of online advertising to promote new products is contextual advertising. The principle of its operation is simple and therefore effective: an advertisement for your website or a new product is broadcast on sites with appropriate content when the user’s area of ​​interest coincides with the topic of the advertised product or service. For example, if a company is promoting a unique whitening paste to the market, then the corresponding contextual advertising will pop up every time Internet users from all over the country or a specific region search for anything related to teeth in a search engine.

For example, such search queries as “dental prosthetics”, “dental treatment”, “teeth whitening”, “ toothpaste wholesale" etc. That is, the advertisement will be shown specifically to the target audience who is currently looking for information of interest about treatment and teeth whitening. Contextual advertising systems are used today to make profits by the largest search engines, that is, this method of promoting a new product on the Internet is paid, but the prices are this type advertisements vary depending on the number of impressions, which means financial investments can be minimized.

Method five: viral marketing

As mentioned above, the dissemination of information on the Internet is “viral” in nature, and interesting event, a product, a person can be recognized by millions and thousands of users in a few hours. This “effect” of the global network should be used when promoting new products on the Internet. We all send various funny pictures, videos, stories to our friends and acquaintances on social networks every day, and an unusual, bright and making people laugh advertising message spreads as quickly as other non-advertising information.

Register advertising pages in the maximum number of social networks, describe the products offered, new items, attach pictures, detailed descriptions, prices, promote each of the created pages and groups - add users to public pages, communicate with interested people, promote, advertise. In addition to free promotion on social networks, today there are a huge number of options for paid promotion. By spending a minimal amount of money, the advertiser gets a great effect.

SMM promotion today is also carried out with the help of forums and blogs, where hundreds of people share common interests, discussing goods, services, and new products. By maintaining communication in these blogs and forums, participating in discussions and “unobtrusively” promoting your new product, you “provoke” blog readers or forum participants to become interested in your new product. Of course, forums and blogs today are an excellent advertising platform.

Method seven: e- mail newsletter

Another effective way to promote goods on the Internet is gaining momentum today - e-mail newsletter, that is, sending advertising messages to the e-mail of Internet users. As a rule, e-mail messages contain information about ongoing promotions and competitions, event announcements, discounts and bonuses. You just have to remember that you can send advertising messages by e-mail only to users who have given consent to this type of information.

So, as the experience of successful entrepreneurs around the world shows, the Internet today is a storehouse of opportunities for promoting new products or services, an endless source of various ways to establish interaction with potential clients and mutually beneficial cooperation. By competently and comprehensively using various methods of promoting goods or services on the Internet, every entrepreneur takes a risk. It risks making its products mega-popular and truly in demand.

And their implementation. All other functions play a supporting role, accelerating or even slowing down commerce. Production and trade are constantly changing in pace, forms, methods, and so on. In particular, the promotion of goods and services on the Internet has changed greatly.

Internet and trade

The World Wide Web has greatly changed world orders. The space has shrunk significantly. Large amounts of information instantly move anywhere in the world, changing the situation in the economy, politics, and personal life. Of course, the Internet has had a major impact on trade. Data about goods and services can be transferred from your home, distributed to many people at once, transferred to interested clients, neutralized a large number of barriers in the form of borders, financial and tax procedures, differences in laws, and so on.

Online trading is developing at a very active pace. This is evidenced by statistics, where the share increases from year to year. New data is constantly becoming more and more impressive.

Trading via the Internet has become quite profitable, so many people have appeared engaged in different trading methods, and a lot of ways to promote goods on the Internet have appeared. Today, products are sold via the Internet, bought, resold, engaged in dropshipping (trading without a warehouse) or simply advertising, receiving a percentage of sales.

Methodology

It is necessary to develop the company's brand for the successful sale of goods. It is also necessary to develop methods for promoting goods on the Internet. For marketing, promotion is a method of activity that is aimed at increasing sales performance through specific communicative stimulation of buyers, contractors, partners and employees. Promotion develops the following goals: increasing demand for a product or service among customers and developing a positive attitude towards the company. Product promotion implements such significant functions as:

• attractive form of the enterprise, positive image: status, innovation, low cost and high quality of goods;
• the ability to distribute product data, including its characteristics, to wholesale buyers and ordinary customers;
• existence of a need for a product (service);
• activation of all participants in the product sales chain;
• restructuring the process of habitual perception of products;
• dissemination of information about the reliability of the company;
• distribution of expensive goods.

A trade development complex is a generalization of marketing capabilities and techniques that make it possible to provide data about a businessman’s products to end consumers. Such a set of actions is formed from various methods of product promotion, including on the Internet.

Uncrate

Uncrate is, first and foremost, a product control site with loyal support. Here it is much easier to promote goods and services on the Internet. Active users of Uncrate not only tend to look at interesting products, they also enjoy purchasing them. Promoting products on the Uncrate platform can help increase sales and provide new ways to publish your information in periodicals.

But selling through Uncrate is not that easy. Officially, there is no selection process, but informally one requirement remains the same: the product must be of high quality. Uncrate decides to talk about individual companies, but the rest need to call, inform, and also send product samples.

Directed trading

Targeted marketing, also known as word of mouth, exists as an analogue the most ancient ways promoting a new product on the Internet. Such marketing combines everything that may require other people to tell their friends about the product, leading to recognition and trade. Nowadays, the Internet can be used, which makes such marketing have an even greater impact on sales. The World Wide Web makes it possible not only to connect a larger number of users, but also makes it easier for people eager to take content from a company, while allowing owners to track trading results.

Bloggers

The most difficult stage of starting a trade is promoting a product on the Internet in the absence of consumers. If you don't have your own customer base, you need to either pay to increase traffic to your own site or poach other people's customers until your own audience is created. Help from bloggers is a great way to turn your products into prestigious and marketable products. You can find famous bloggers and order an article or review about a product from them. If they have a large audience that relies on the blogger's opinion, this will help activate the site and increase sales.

Advertising on social news sites

Quite a lot of businessmen do not even try to work with advertising on existing social news sites, although such methods can be a very effective system for promoting goods via the Internet. Even the most passive advertising networks can sometimes be very profitable, because their cost is lower and they offer a lot of ways to express themselves.

Try to advertise on the social news site you use to promote your own products. You can order a paid publication on a website similar in topic to your business. Use the platform to discuss your products and announce discounts. The most important thing is that your publication is combined with other materials on the subforum. In other words, you should not publish advertisements for new cosmetics on a car forum or in a group of bikers on a social network.

Pop-Up Shop

A pop-up store is another way to operate and promote products online. If your business distributes products online, you don't need to maintain a retail store to leverage the benefits of brick-and-mortar sales. Use another option - you can make a temporary store. Most likely, there is an empty space nearby (in a city, region, industry - depending on your capabilities), the owners of which will willingly allow you to work for a week or even two or three days.

The operation of a temporary store will give the owner the opportunity to loudly advertise his products, appear in local media, take advantage of seasonal trading, sell the previous collection and learn much more about his consumers by talking with them personally. You just need to emphasize that the store is temporary, sending customers to the online platform and actively distributing your own printed products.

Blog

Blogging is a great way to activate your store and promote products online. An effective blog will be a good way to attract customers to your site and build an image associated with your product. It may also arouse the interest of the media and bloggers who decide to write about the new company.

Instagram Features

Instagram has around 400 million users on a regular basis, so having a post or business page on this social network is a great way to promote your products online. At least 50% of the content that appears on Instagram every day is business content. Each brand can post various information about its products on this network, which outwardly does not seem to be a product.

There are a number effective ways working with Instagram to develop the store. You can inform followers about the qualities of your products, publish individual photos showing your products in practice, hold competitions, or work with the owners of popular Instagram profiles, inviting them to advertise your product.

YouTube

Now YouTube is ranked by regular search engines like Google and similar ones. This allows business owners to take advantage of great opportunities to promote products online.

You can develop your own business by publishing interesting and useful videos on your own channel. Many consumers may have already tried to find your product or brand on YouTube. And using a branded channel with video content, you will control all the material.

Vine

These days, Vine no longer seems to be such a trendy platform, however, the social network continues to be used frequently. In previous years, it had approximately two hundred million users. This original network allows smartphone owners and businessmen to publish and view short videos. Brands are offered a large number of opportunities to promote their own products and services.

In particular, you can publish videos about your own products, hold competitions, or attract consumers in other ways. Or you can reach out to popular Vine users and see if they can promote your products for a while. The cost of advertising depends on the number of subscribers and the popularity of the account owner.

Competitions

A competition is an easy and relatively inexpensive method to boost product promotion on the Internet. You give away your products and services with the confidence that the right type of consumer is participating in this exciting competition: potential buyers.

However, one must still take into account that a number of competitions do not live up to the hopes placed on them, and the money is wasted. There are several mistakes that you should avoid when holding competitions with the goal of business development. First, you need to understand that the platform, time, information and actions that potential clients need to implement to participate in the competition must be thought out in detail.

So, products almost never sell themselves on their own. Fortunately, the Internet exists huge number ways to boost sales. Use the one that seems most effective to you and take action.