Assortment policy and assortment management. Product and assortment policy Assortment and product policy

Assortment policy is one of the most important tools and components of marketing in the struggle of an enterprise against competitors.

Product range (product range)- the totality of all product groups offered by the company to the market as a whole or to each segment separately. The product range consists of product groups; product categories; product lines; commodity units.

Commodity group- a set of goods and their types, grouped according to a certain combination, the most important of which is a similar purpose of goods.

Product line (line)- a set of goods intended for the same customers, or sold through the same distribution channels or having the same price range.

Assortment position represents a specific unit of goods - a model, brand or its standard size.

In the area of ​​assortment, the company forms its own policy, which is part of the product policy.

Assortment policy - a set of decisions of an enterprise for a separate commodity unit, a commodity group and for the entire assortment as a whole, the principles of forming an assortment for the enterprise to achieve its goals. The main goal of this policy is to ensure that the assortment of the enterprise, on the one hand, most closely matches the demand of buyers, on the other hand, makes it possible to optimally allocate the resources of the enterprise and get the greatest profit. Specific goals assortment policy can be.

Increase in sales by optimizing the assortment structure;

Increase in inventory turnover;

Achieving a competitive advantage due to a more attractive assortment for buyers;

Entering new markets;

Reducing the costs associated with the maintenance of the assortment;

Formation of the company's image Problems assortment management:

The needs of customers are changing rapidly, so the company is forced to constantly update its assortment, and this requires additional resources;

Fierce competition leads to the fact that a new product introduced to the market does not have time to recoup the investment in its production and promotion;

The difficulty of predicting changes in consumer demand.

An enterprise needs to make decisions about several characteristics of its assortment.

Latitude assortment - the number of assortment groups (subgroups or classes) of goods offered to these enterprises.

Completeness assortment - the number of types of goods available in the assortment of the enterprise. Above, when assessing the breadth of the assortment, a classification feature of a higher level was considered - a group of goods. When assessing completeness, the types of goods are considered - a sign of classification of a lower level. For example, in the assortment group of household appliances, the following types of goods are distinguished: refrigerators, washing machines, vacuum cleaners, electric shavers, etc.

Depth assortment is the number of varieties of goods (varieties, models, modifications, options) for each type of goods. So, if an enterprise offers toothpaste in three different-sized packages with two flavors, then the depth of the assortment for this type of goods is 6. The depth determines the ability of the assortment (and the enterprise, respectively) to satisfy the same need of buyers from different segments, people with different tastes and preferences. In addition, a greater depth of assortment means a choice for the buyer, which increases the attractiveness of the company for him and, accordingly, the likelihood of a purchase. However, an excessive increase in depth makes purchasing choices difficult and increases enterprise costs. In addition, different types of products may require different assortment depths.

Assortment structure - this is the ratio of certain sets of products (classes, subclasses, groups, subgroups, types or varieties) to their total number in the assortment of the enterprise (in percentage). The indicators of the assortment structure can be expressed in value and in kind.

Assortment management is the activity of the relevant services of the enterprise for the control, analysis and management decisions in the field of marketing, sales and production in order to adapt the assortment to the needs of customers. The main processes that make up assortment management are shown in Fig. 6.5.

6.7. Elimination of goods

An effective product policy provides for constant monitoring and regulation of the production program and product range. Control in this area of ​​marketing activities is aimed at preventing a decline in sales and improving the company's product range. The development of such corrective measures is preceded by an analysis of the reasons for the decline in sales, overstocking and reduced profits. Objective reasons for the decline in sales are the aging of goods, changes in consumer taste and increased competition in the product market. Eliminating these causes is usually costly. If the company fails to stabilize the position of its product offer on the market, then it must develop a strategy for the elimination of the product (in the translation from English. Eliminate - to withdraw).

The task of the product elimination strategy is to select those products that look dubious from the point of view of their further attractiveness in the market and are subject to recertification. The results of the verification of such goods become the basis for decisions regarding the further fate of the goods: to keep them in the product range or to remove them from production and withdraw them from the market. The identified dubious goods must be subjected to an analysis of their life cycle, to establish the level of efficiency of their further production.

The elimination strategy does not mean an unambiguous decision to leave the market or close production altogether. The following solutions are possible:

Development of measures for the functioning of the company in the conditions of the recession stage;

Removal of assortment items from the nomenclature and continuation of activities with the remaining assortment;

Removal of goods from the market.

To identify questionable and “aging” products, groups can be created to analyze the profitability of the product and market trends.

To make a decision to exclude a product from the product nomenclature, the following possibilities are considered: selling the product to other firms (if the product is popular); accelerated sale of remaining inventory; service to former consumers.

PRICE MANAGEMENT

In marketing, price is used as a tool to influence buyers, as a means of competition and as an indicator that ensures the profitability of a product. In this regard, the enterprise must not only calculate the prices for its goods, but also define some price concept, form a pricing policy. Simply calculating the price mathematically is not enough. In market conditions, in order to ensure the sale and profit from the goods, the company must plan the market consequences of prices - the reaction from buyers, intermediaries, competitors. In addition, you need to coordinate all your price actions into a single system.

Price policy is a system of decisions of an enterprise to establish and regulate prices for its goods. The company determines the pricing policy, linking individual decisions into a single system: goals, strategies and methods of pricing, the relationship of prices within the range of the company, the frequency of using discounts and price changes, the ratio of prices with competitors, and more (Fig. 7.1).

In the course of developing its pricing policy, the company considers the following questions: How will the prices for different goods in the range of the company be related? How will they compare with competitors' prices? Will the prices be the same for all buyers or flexible? To whom and for what will discounts and credits be provided?

As part of an overall pricing policy, pricing decisions are tied to the firm's target market, product image, and marketing structure.

Pricing policy helps to achieve short-term and long-term goals of the enterprise, coordinates price actions into a single system, maintains a stable image of the product and the company.

The basis for making decisions on prices should be the decisions already made on the product, target market, sales system. Prices should correspond to the nature of the product and the market, the image of the company. Prices and pricing policy are strongly influenced by external factors: buyers, competition, distribution partners, government, costs.

In the development and assessment of the pricing strategy of the enterprise, one should take into account both the current and future goals of the marketing activity of the enterprise. The choice of the pricing strategy and pricing policy of the enterprise is based on the assessment of the priorities of its activities. The various strategies are conflicting. The adoption of "one of them, as a rule, leads to the denial of the advantages of the other strategy. Thus, the adoption of a strategy to increase the market share in the sale of an enterprise's products is mostly associated with a certain decrease in prices against competitors' prices. Meanwhile, this leads to a decrease in income, which may turn out to be undesirable for the enterprise.Obtaining customers with reliable paying capacity also for the most part forces to compromise the level of prices.

A real assessment of market conditions, sales conditions and enterprise capabilities often leads to the conclusion that the enterprise is oriented towards mixed pricing strategies. However, here, too, a problem arises about the ratio and scope of application of this or that pricing strategy.

The implementation of the pricing policy involves the following stages (Fig. 7.2):

Pricing objectives

Like other marketing activities, developing a pricing policy begins with setting goals. Any commercial enterprise is ultimately aimed at making a profit. However, the specific goals that enterprises pursue when setting prices may be different. These goals depend both on the enterprise itself and on external factors, which were mentioned in the previous question.

The specific goals may vary, but in general they can be grouped into three main groups (Figure 7.3):

An enterprise with goals sales oriented, strives to achieve high sales volume or increase its market share in comparison with competitors. These goals are set for three reasons:

The company is trying to increase sales in order to get more profit in the future;

It is assumed that a large market share gives a competitive advantage, the ability to control the market;

A large sales volume allows you to reduce costs per unit of production.

The conquest of leadership in the market and in determining prices is the most active and prestigious goal of pricing policy, typical for large enterprises and associations. Of course, in order to take a leading position in the market, an enterprise must have sufficient capabilities and potential.

To achieve these goals, the price of penetration is often used - a low price designed to capture the mass market of a product. But it must be borne in mind that an increase in sales does not always lead to an adequate increase in profits. It may be that costs increase even faster as volume increases. Capturing a large market share with a low price can lead to unprofitable success. Therefore, such actions should be considered as intermediate on the path to profit.

Pricing policy can be determined by goals, profit-related:

1. Obtaining the required relative profit, ie, profit per unit of production, or 1 ruble of sales, or 1 ruble of costs. The profit rate serves for the enterprise as a characteristic of the economic efficiency of individual goods and areas of activity. The company sets a profit rate for itself and, accordingly, can stop working with goods, buyers, intermediaries who do not provide this required rate.

High relative profit is provided by high markups, high prices. High prices are calculated for a segment that is more concerned with product quality and status than price. In this regard, there are so-called prestigious goods and prestigious prices. It can also be special goods.

2. Obtaining the required absolute profit, that is, the total amount of profit from all goods. In this case, it is more important for the enterprise how much profit it earns in total, and not on one product, therefore such a goal is often associated with low prices.

3. Maximization of current profit: the company, not caring about the future, sets a price that will provide the greatest receipt of current revenue and profit. Possible reason: demand is expected to fall soon. In such cases, for the enterprise, current goals are more important than long-term ones. His position: "To extract everything that is possible from the product today, because tomorrow interest in the product may abruptly disappear." These can be hot goods and short-term hobbies of consumers (Rubik's cube).

The enterprise can strive for goals related to the preservation of the existing situation if unfavorable factors of the external environment act: the market is saturated and does not grow, there is intense competition on it. The pricing policy of such an enterprise is aimed at preventing a decline in sales, at smoothing out the negative impact of external forces, stability and, sometimes, on survival. To retain customers, a business may have to lower its price in response to competitors. In order to maintain cooperation with participants in the distribution channel in the face of rising costs, the manufacturer is forced to reduce its share in the price. In a highly competitive and unstable market, survival can be a challenge for an enterprise. For this, prices are reduced. But such a policy should be temporary, since it has no potential. At the same time, opportunities for growth must be sought.

In addition to general goals, an enterprise may have different pricing goals for individual products and markets. The enterprise can pursue different price goals in relation to its old and new goods; in different market segments; selling a product in a traditional market and promoting it to a new market.

The formation of the assortment of goods is carried out constantly in all links - from production to consumption, it is associated with a specific enterprise and is determined by the assortment policy of the enterprise.

Under assortment policy understand the goals, objectives and main directions of the formation of the assortment, determined by the management of the organization. The goal of an assortment organization is to form a real or predictable assortment.

The main directions in the field of assortment formation:

Reducing the assortment - it is a quantitative and qualitative change in the set of goods due to a decrease in its breadth and completeness. The main reasons for the reduction in the assortment may be a drop in demand, insufficient supply, unprofitable or low profitability in the sale of goods;

Expansion of the range - it is a quantitative or qualitative change in the set of goods due to an increase in the indicators of breadth, completeness and novelty. The reasons for expanding the range may be: an increase in supply and demand, high profitability of production and sale of goods, the emergence of new goods or new manufacturers;

Assortment stabilization - it is a state of a set of goods characterized by high stability and low rate of renewal. This is the ability of a set of goods to satisfy the demand for the same goods (to a greater extent, it is typical for food products of daily demand);

Range renewal - these are qualitative and quantitative changes in the set of goods, which is able to satisfy the changed needs at the expense of new goods. The main reasons for the update are:

• § the emergence of new needs;
• § replacement of obsolete goods;
• § the need to improve quality and competitiveness;
• § stimulating demand.

The consumers of new products are the so-called innovators, whose needs change frequently;

Improvement of the assortment- these are quantitative and qualitative changes in a set of goods to increase its rationality. Rationality is understood as the ability of a set of goods to most fully satisfy the justified needs of different groups (segments) of consumers;

Harmonization of the assortment - these are quantitative and qualitative changes in the set of goods, reflecting the degree of closeness of the real assortment to the optimal one during sale and use. The striving for harmony in the formation of the assortment is expressed in the specialization of stores or individual sections.

Under assortment formation understand the activities of the selection of groups, types and varieties of goods in accordance with the demand of the population, in order to better meet it.

Common factors influencing the formation of the assortment are demand and profitability.

Demand - it is a need, supported by the purchasing power of buyers, which depends on the segment of the consumer market: their income, demographic, national and other characteristics.

Profitability is determined by the cost, production and circulation costs, the value of which is influenced by external and internal factors.

Specific factors include:

• § raw material base manufacturing enterprises, which is determined by the availability of natural resources, delivery and production costs;
• § material and technical base - the availability of production areas, the necessary equipment has a significant impact on the formation of the assortment;
• § achievements of scientific and technological progress contribute to the emergence of new products that have no analogues;
• § trade company specialization helps to form an assortment with sufficient depth and breadth;
• § distribution channels... the rhythm of delivery at the right time and in the required volume facilitate the work on the formation of the assortment;
• § sales promotion and demand generation methods also influence the formation of the assortment.

The process of forming an assortment of goods consists of two stages. At the first stage, a list of the main groups and subgroups of the goods sold is determined. At the second stage, the number of sold varieties of goods for each item is determined. At a specific enterprise, an assortment of goods is formed on the basis of an assortment list. It is a tool by which the assortment of goods is regulated.

The assortment of a retail outlet is closely related to its assortment profile. Therefore, when forming the assortment of a retail trade enterprise, it is necessary to take into account the type and type of the retail enterprise.

In the product range of any retailer the following groups of goods are distinguished:

• § main group goods - these are goods that bring the main profit to the enterprise;
• § supportive group goods - goods that stabilize sales income;
• § leaving group goods - goods that bring too little profit or even sell at a loss;
• § strategic group goods - goods designed to provide the main profit in the future;
• § tactical group goods - goods designed to stimulate sales of the main product groups.

The percentage of these product groups in the assortment of different retailers may vary.

The product range of a retail trade enterprise should be created not only in accordance with the type of trade enterprise, but also with the characteristics of the consumer demand of the population, first of all, of the given area, which is included in its "trade zone".

The process of forming the assortment of retail trade enterprises is influenced by demographic, economic, social, national and natural and climatic factors. In addition, it is necessary to take into account seasonal fluctuations in demand, the degree of adherence to secondary cultural values, etc.

In reality, there are very few firms that offer only one product to the market. Typically, the firm manufactures and sells several products, and may also provide some services. All these goods and services define the company's product range.

Commodity nomenclature is a collection of all goods and services produced and offered by the company for sale. Considering such a set, it is possible to single out individual groups of goods that are similar in their consumer characteristics or are designed to satisfy a certain need. These product groups are called assortment groups. They, for example, for a perfumery and cosmetic company can be: cologne, perfume, lipstick, etc. Each assortment group consists of separate assortment items (brands, models, varieties).

The totality of all assortment groups of goods manufactured by the company determines the so-called assortment of goods. The assortment of goods is a group of goods that are similar in their functions, the nature of consumer needs, for the satisfaction of which they are bought, or in the nature of their distribution. It is characterized by: breadth (the number of manufactured assortment groups); depth (the number of assortment positions in the assortment group); saturation (the number of assortment positions in all assortment groups); harmony (the degree of proximity of goods of various assortment groups from the point of view of their consumer or some other indicators).

Assortment of goods - a group of goods related to each other either due to the similarity of the scope of their functioning (application), or within the same price range. The assortment of goods - according to GOST R 51303-99 - a set of goods, united by any one or a set of signs http://www.glossary.ru/.

To ensure effective business activities, the firm must constantly develop its product range. The need for this is due to a number of factors:

• -changes in demand for certain goods;
• -the appearance of new or improvement of existing goods as a result of research in the field of engineering and technology;
• -changes in the product range of competitors.

In addition, important factors in the development of the product range are:

• -the expediency of using free capacities;
• - the desire of intermediaries to purchase a wide range of goods;
• -the feasibility of using production by-products.

In the current conditions, when the consumer makes increased demands on quality and assortment of goods, the assortment policy is one of the most important directions of the marketing of each enterprise. As the world experience shows, leadership in the competition is gained by the one who is most competent in the assortment policy, owns the methods of its implementation and can manage it as efficiently as possible.

The development and implementation of a commodity policy requires compliance with at least the following conditions: a clear understanding of the goals of production, marketing and export for the future; good knowledge of the market and the nature of its requirements; a clear understanding of their capabilities and resources at the present time and in the future.

In addition, the urgency of the problem of forming an assortment policy is associated with a large supply of goods on the market, with the growing needs of buyers and an increase in non-price competition. The specificity of the Russian aspect of the problem lies in the fact that the situation is complicated by general economic instability, inflation, a low level of effective demand, a low level of population growth, and imperfect market relations.

The assortment concept plays an important role in the marketing strategy. It is a directed construction of the optimal assortment structure, product offer, while, on the one hand, the consumer requirements of certain groups (market segments) are taken as a basis, and on the other, the need to ensure the most efficient use of raw materials, technological, financial and other resources by the enterprise in order to produce products with low costs.

The assortment concept is expressed in the form of a system of indicators characterizing the possibilities for the optimal development of the assortment of a given type of goods. These indicators include: a variety of types and varieties of goods (taking into account the typology of consumers); the level and frequency of the assortment renewal; the level and ratio of prices for goods of this type, etc.

But the completeness of the assortment is not an end in itself, it is important how much it contributes to the satisfaction of the consumer, and many factors influence the satisfaction.

The study of the competitive capabilities of the company creates the prerequisites for organizing a well-thought-out product policy, which allows you to optimize the process of updating the product range.

The essence of the planning, formation and management of the assortment is that the commodity producer timely offers a certain set of goods that most fully meet the requirements of certain categories of buyers. When forming the assortment, problems of prices, quality, guarantees, service arise, the structure of the assortment is predicted for a long-term period, in which such important features of the product as aesthetic characteristics would be taken into account.

The tasks of planning and forming the assortment are, first of all, to prepare a "consumer" specification for the product, transfer it to the design department, and then make sure that the prototype is tested and brought to the requirements of consumers.

In other words, in the formation of the assortment, the decisive word should belong to the heads of the marketing department of the enterprise. It is up to the marketing manager to decide whether it is time to introduce new products to the assortment to replace existing ones or to supplement them. At the same time, great importance is attached to the study of the distribution of a particular product among potential buyers.

Commodity policy determines a certain course of action for a commodity manufacturer or a reseller based on a clearly formulated program of behavior in the market. It is designed to ensure the continuity of decisions and measures to form the assortment and its management, to maintain the competitiveness of goods at the required level;

finding optimal product niches (segments) for goods, developing and implementing a strategy for packaging, labeling, and service of goods. The absence of a product policy leads to the instability of the assortment structure due to the influence of random or transient current factors, the loss of control over the competitiveness and commercial efficiency of goods. When forming a product policy, it should be borne in mind that products may differ:

- functional purpose;

- reliability;

- durability;

- ease of use;

- aesthetics of appearance;

- packaging;

- service;

- a guarantee;

- accompanying documents and instructions. By their type and period of use, goods can be:

- long-term use (> 1 year);

- short-term use (completely consumed in one or several cycles);

- market novelty (there may even be ideas);

- pioneering, ensuring the satisfaction of a completely new need or a more complete and high-quality satisfaction of existing needs. Pioneering products are key to a firm's commercial success. Typically, the firm assigns monopoly prices to these goods.

A product range is a group of goods that are related to each other either by a common use and functioning, or sold through the same retail outlets, or having the same price range.

Nomenclature of goods - an assortment group of goods and commodity items sold by one seller.

Product policy assumes the acceptance of any of the alternatives: modification of an existing product, rejection of a product, creation of a new product. Modification of the product, giving it novelty based on the need to extend its life cycle is possible in the following ways (see diagram).

In practice, most companies trade multiple products in different markets. In this case, the concept of "product portfolio" is often used, which is understood as a set of products manufactured by a company.

The essential in product policy is the correct choice of the product line. A product line is a group of products that are closely related to each other either due to the similarity of their functioning, or sales to the same groups of consumers, or sales through the same types of stores, or sales within the same price range. A product line is called short if it is possible to increase profits by expanding the range of products of a given product line, and long, if it is possible to increase profits by narrowing the range.

When selling, a distinction should be made between BRAND and trademark. Any brand is a trademark, but not every trademark can be a brand.

Commodity policy is a set of measures, as well as strategies aimed at defining business goals and achieving them. This is a pre-formulated action plan for a company that produces or promotes goods of a certain type on the market. It includes the assortment policy of the enterprise and the use of product strategies. The commodity strategy is determined by the general strategic course of the enterprise.

Assortment policy is the definition of a set of those product groups that become most preferable for the successful operation of an enterprise and ensure the economic efficiency of its activities, the formation of a range of products in accordance with the needs of the market, and its strategic goals.

- the number of models, as well as modifications of the same product, is determined;

- the composition of the life cycle of each manufactured product is determined, as well as the prospects for updating the assortment.

The assortment policy is formed to achieve long-term goals and is especially significant under tough competitive conditions that place high demands on the product, both in terms of assortment and quality. Its questions are taken at the strategic level of the enterprise and takes into account its overall strategic goals.

Assortment policy, its development and implementation is created under the following conditions:

It is necessary to have a clear understanding of the general strategy of a given enterprise in the market;

Good knowledge of the market and the nature of the requirements of the target category of buyers is required;

It is necessary to have a clear understanding of the available resources and capabilities of the enterprise, both today and in the future.

Assortment policy should be justified on the basis of general principles that provide for the entry to the market of the following product groups at the same time:

The main - the goods that bring the company the bulk of the profit;

Supporting - goods that bring the company less profit than the main ones, but constantly entering the market and stabilizing revenue;

Strategic - goods from which the company plans to make significant profits in the future;

Tactical - products designed by the main product group.

Assortment changes can be based on three approaches:

1. Vertical changes in the assortment. Such processes are part of the vertical diversification of the company's production activities and are aimed at expanding or narrowing the production of those components that were previously purchased from suppliers, as well as creating their own trading network in order to promote the products manufactured by this company.

2. Horizontal change is one of the components of horizontal diversification. This is the name for changes in the assortment within the framework of existing activities or in related areas or entering a new market within the framework of cooperation without transitions to adjacent levels.

3. Comprehensive changes. They are diversification both horizontally and vertically.

Expansion or narrowing of the assortment can be due to two reasons. Usually this is an expansion associated with the diversification process, or a contraction caused by the need to integrate both horizontal and vertical.