Forms of communication in the industrial market are. Marketing communications on the example of the Art-i-shock trademark. What will we do with the received material
Marketing communications is the process of communicating information about a product to a target audience. A target audience is a group of people who receive marketing messages and have the ability to respond to them.
Personal selling - establishing personal contact with one or more potential buyers for the purpose of selling a product.
1. Establishing the target audience 2. Preparing for contact with the target audience 3. Winning the favor of the whole. audience 4. Presentation of the product 5. Overcoming possible doubts and objections 6. Completion of the sale 7. After-sales contacts with customers. The main stages of personal selling
Public Relations (PR) is a management function that ensures that effective communication is established and maintained between an organization and its public. Public relations
goal direct marketing - the planned response of the buyer, expressed in the purchase of goods. The task of direct marketing can be considered in two aspects: establishing the planned relationship with the buyer; implementation of the sale. In more detail, the tasks of direct marketing can be specified: attracting the attention of the recipient; retention of the consumer in the sphere of influence; development of long-term personal relationships with the buyer; stimulating the first purchase; creation of prerequisites for numerous repeat purchases; study of consumer reaction; an increase in the volume of sales attributed to the buyer; expanding the range of purchases; increasing the frequency of purchases; consumer loyalty growth. Direct marketing
1.2 Marketing communications in the industrial market
Communications is understood as the entire set of emerging connections and relationships between market entities in the course of their activities. These may include production and technological ties between cooperating companies, business relationships between buying and selling firms, personal contacts between company personnel, information links, etc. In this regard, communications in industrial markets are not limited to considering only the relationship between selling and buying firms, it also includes relationships between competing companies, relationships with banks, government agencies and all other actors in the industrial market. This leads to the fact that relations between industrial market actors, or communications, become the main element of analysis in industrial marketing, and the establishment and development of relations - the main goal of the industrial leader.
Since industrial leaders develop relationships with partners more than they act on the market (that is, they are trying to sell their product by any means), they are ready to invest in the development of relationships. These investments are of various kinds: in the technical adaptation of products, in the procedure for communicating with partners (consultations, meetings, business negotiations, business trips) and market (creation of sales networks, branches, offices, advertising, etc.).
Organization of the marketing service of an industrial enterprise.
The marketing service can be organized in four basic structure options - functional structure, product oriented structure, market oriented structure and regional structure. The choice of this or that structure is mediated by the peculiarities of the production and marketing activities of the enterprise, the range of products, the location of the clients of the enterprise, etc.
The creation of a marketing service at the enterprise will require a corresponding change in the organizational structure. management services and the establishment of new functional links between the divisions of the enterprise.
Organizationally, the marketing service should be subordinate directly to the director of the enterprise, which ensures the independence of its position in relation to other divisions and an objective assessment of the capabilities of the enterprise when developing its marketing policy. In its activities, the marketing service must interact with the divisions of the enterprise involved in achieving its production and commercial goals.
Advertising - information disseminated in any way, in any form and using any means, addressed to an indefinite circle of persons and aimed at drawing attention to the advertised object, generating or maintaining interest in it and its promotion on the market.
1. There are fewer buyers in the industrial goods and services market. This limits the choice of both promotion methods in general and advertising media in particular. There are still ways of promotion that allow you to convey information differentially to the target audience: specialized (including advertising and information) press, exhibitions and, Internet advertising, souvenir and print advertising.
2. When making a purchase decision, buyers of industrial goods (services) are more guided by rational motivesrather than emotional or psychological. This factor most of all affects the content of advertising. An original creative and a beautiful slogan (read - promises) should not crowd out the content of an advertising message or event. They should only initially draw attention to themselves against the general background. They should not "put pressure on the psyche."
3. The decision to purchase is made by people with different social status. It can be both the owner and the employee. The motives for buying from them, although mostly rational, are still different. For the owner, this is primarily an economic benefit for the business; for an employee, personal benefit, recognition and confirmation of his status can play a role.
4. The buyer of industrial goods and services, like no one else, wants to have long-term, permanent and trusting partnerships with their suppliers. He is not interested in "new taste". The main selection criterion is convenient, constant and understandable terms of delivery and, most importantly, trust in the supplier.
Another feature of advertising, more typical for companies selling industrial goods, is due to the fact that not only the volume of demand is limited, but also the volume of supply, which depends on the supply of factories. The phenomenon of an overabundance of advertising information should be avoided. It is necessary to clearly analyze how much of the product is planned to be purchased in the forecast period? What customer flow is the warehouse complex able to miss? And only then advertise. Otherwise, the advertising campaign may be too intense and attractive, and the demand will exceed the supply. The relationship between the volume of advertising information and the volume of purchases - important feature advertising on the industrial market. The absence of such, can lead to a situation when the buyer calls, attracted by calls, and the goods are out of stock. A client deceived in his expectations will think a hundred times the next time before turning to such a supplier again.
Printing products and souvenirs are of particular importance in advertising on the industrial market. The consumer receives the bulk of information during negotiations, presentations, exhibitions and fairs. For a potential buyer, clarity is important, the opportunity after negotiations or a fair in a calm atmosphere to return to your offer, to find confirmation of the benefits of cooperation, in the end - to defend the need to conclude a contract with the management or shareholders. And it is at this stage that printing products and souvenirs become of great importance. The easiest way to do this is to have a weighty set of your advertising and marketing materials on hand. At worst - at least a business card with the name of the company, last name, first name, patronymic and contact details. Booklets, leaflets, catalogs, folders, presenters serve quite utilitarian purposes. And if this is supplemented with souvenir products: practically useful gizmos: pens, notepads, key rings. Baseball caps, T-shirts, bags and other "dimensional" presentations with corporate symbols are usually distributed directly to customers. After all, as you know, a person will clearly and for a long time associate such a thing with the company, to influence the positive attitude of the consumer to the supplier.
Internet advertising also has a number of its own characteristics. Since manufactured goods are not consumer goods, advertising options such as mass mailing by e-mail, advertising in banner exchange networks or image advertising on popular Internet portals will not have a commensurate effect on the invested funds, therefore companies mainly use contextual and banner advertising on thematic portals. Industry and specialized sites and trading systems; websites of professional communities on the Internet, including professional thematic Internet forums / conferences (“smart” work in them allows you to get not only pleasure from communicating with colleagues, but also direct profit, but you should not engage in direct self-advertising in such forums - this is the best a way to ruin the company's reputation); non-core sites visited by representatives of the target audience, including the so-called "blogs" - virtual clubs of interest - this is where it is worth posting information about yourself to enterprises operating in the industrial market. And also the creation of your own sites, the task of which is not limited to telling about yourself, but much broader. It is necessary not only to disclose the company's data, but to sort and formulate the information in detail in such a way that it fully answers all the questions that a potential or real client may have at the time the company is considered a supplier. The main feature is the presence of a catalog on the site, which can replace paper catalogs and not only allows buyers to make their choice remotely, but to get acquainted with the main technical characteristics goods. And this saves time and the buyer and office staff in negotiations. That is, optimization of the use of employees' working time, indirect proof to the buyer of a professional approach to work, respectful use of his time. If the product (or service) is fundamentally unsuitable for the buyer, this fact can be revealed at the stage of his preliminary acquaintance with the company. This reduces the likelihood of mistakes, as a rule, of inexperienced sales managers trying by hook or by crook to "drag" the buyer into the office.
The Internet, as a marketing communications tool, is of undoubted convenience when communicating with remote regions, when the time difference can be 10 hours. Or when you need the experience of specialists from a leading region in a specific professional field.
Interactive in its essence, the Internet is perhaps the most suitable channel for the promotion of complex goods and services with non-standard or non-mass target audiences. The Internet is as flexible as possible and allows any experimentation.
The next element of company promotion that we will consider is public relations.
Features of public relations
Public Relations - a system of non-commercial relations with external organizations, influencing public opinion through the media; type of image advertising activities, which is carried out by firms in order to increase their popularity, fame, achieve mutual understanding, location and cooperation between the organization and the public. (Marketing: Dictionary / G.L. Azoev et al. - M., 2000)
Public relations events are mainly aimed not at promoting the consumer properties of the product, but at creating the image and popularity of the company (individual), explaining the positive value of the product for society or the consumer. (Encyclopedia of the Entrepreneur / S.M. Sinelnikov et al.-SPb., 1994)
If earlier "PR" had more political overtones, today it is actively developing in a commercial environment.
PR laws are the same for all spheres of the economy, but their application in different markets is always specific. Industrial enterprises, concerns and holdings are no exception.
Promotion object. The first feature of PR for industrial enterprises is the object of promotion itself. If the consumer goods market mainly promotes a product or a trademark of a product, then the object of promotion in the industry is the enterprise itself, and not its products as such. In other words, we are talking about PR for the manufacturer. The benefits of PR promotion in this case are that its positive reputation is automatically transferred to everything that it releases or sells. Low public awareness of enterprises is a typical problem in our market. More often than not, the public has no idea what is behind the name of the company. Moreover, she may not even guess that this particular company is producing a particular product, and not another.
The goals of PR promotion. It is very important to correctly formulate the goals of PR promotion. First, PR goals and marketing goals are different conceptsand they cannot be mixed. For example, "increasing market share by 15%" is a marketing goal, and "achieving company awareness in the business environment" is a PR goal that will help achieve a marketing goal. On the other hand, to achieve a successful result, PR goals must be linked to marketing. Typical goals in the field of PR for enterprises operating in the industrial market are the following: increasing visibility in the business environment; building / strengthening reputation in the market; informing the general public; organization of public opinion, etc.
Study of audiences. PR is never "addressless", on the contrary, it affects certain types of the public - priority for the enterprise at the moment of its development. How do you define your priority audiences? The criterion is simple: if the actions or inaction of the audience are able to influence the market position of the company / enterprise, they are priority. The most typical types of public that are important for industrial enterprises are: the media (media); business environment; public organizations; state organizations; shareholders / investors; staff; partners. Mass-media relations are important for any company, but, unfortunately, sometimes this is remembered only when some negative information appears in the media. If in advertising the media are only a channel for the transmission of messages, then in PR the media is a separate specific audience, the relationship with which can both help the company and harm, if they are not established or fragile. It is no coincidence that anti-crisis PR focuses on the media. Likewise, community organizations can bring a lot of trouble to an enterprise or even an entire industry. First of all, we are talking about public organizations for the protection environment, societies for the protection of consumer rights, as well as various informal associations of local residents. The role of PR in establishing relations with government bodies is the active public position of the enterprise and the organization of a positive opinion of the public in relation to the activities and products of the enterprise. Another nuance is to achieve the involvement of government officials in the activities of the enterprise. For example, one of the ways is to invite government officials to important events - the opening of facilities, the launch of a new production line, a round table with the heads of industry structures, as well as to events for the media - press conferences, briefings, etc. Shareholders, investors, partners and staff are the so-called internal public of the company. The importance of strong bonds with them is clear. As for the general public, i.e. population, then socio-economic issues are especially important for this audience. There is no doubt that industrial enterprise is a subject of the economy, but it is often forgotten that it is also a subject of society.
Channels and forms of presenting information in the course of PR-promotion of an enterprise are diverse. It should be noted that there are no identical promotion programs - each of them is developed individually depending on the goals set, the market situation, the stage of development and priorities of the customer company. In most cases, industrial enterprises and holdings do not need bright advertising. Rather, they are interested in a reliable reputation in the business community, strong and well-established relationships with partners, investors, and other types of public. It is the reputation today that can become the main competitive advantage, which is the most difficult for competitors to neutralize. On the other hand, reputation is a margin of safety, a credit of confidence in an enterprise in a crisis. Often 40% of the market value of an average company is its intangible assets and reputation.
Features of personal sales
Personal selling is the most effective form of commercial communication between a manufacturer and consumers. The very principle of personal sale as a method of implementing commercial communication is used both in the sale of consumer goods and in the sale of industrial goods. But it is precisely in the process of concluding a deal on the industrial market that the seller's personality plays an important role. Consider the principles of personal selling. If we reduce the sale to its simplest expression, then we can always distinguish two sides - buying and selling. The communication process is influenced by background variables, which include the personality of the seller, the perception of the partner and the selling situation, the latent psychological relationships, the clearly expressed and implied goals of the partners, and the feelings experienced towards the client. The personal sales scheme represents the two main subjects of communication - the buyer and the seller - as equal participants in the process. In the process of communication, it is necessary to achieve communication with the buyer. If a connection occurs, and the buyer is not placed in the position of the defender, the sale is likely to take place. On the contrary, if there is no connection, if the buyer feels himself to be an object of coercion, he is likely to resist the act of selling. It follows from this that the right approach would be to ensure a real, meaningful meeting between the two partners.
Many experts consider the sale as a certain sequence of actions, brought to automatism and excluding any individual involvement. According to this approach, everything is to move through stages, logically and inexorably following one after the other. This theory assumes the possibility of manipulating people.
However, the sale can hardly be reduced to a certain set of predictable actions and events. The consumer is not in our power. Moreover, the development of consumer protection unions, the emergence of the whole science of "consumering", on the one hand, and the presence of unexplored depths in human nature, on the other hand, indicate that the consumer is absolutely indecipherable and is not a controllable object. In this regard, the definition of sale, proposed by the French researcher Philippe Cofre, would be more appropriate: "Sale is an oral exchange between a buyer and a seller, during which the seller makes a presentation of the goods in order to conclude a transaction."
Selling is not a chance meeting, not a simple conversation, it is a commercial activity in which everyone defends their interest. In this sense, the act of sale can be viewed as negotiations, because the interests of the parties do not always coincide. These negotiations take place between two individuals, each of whom has its own status, role, motivations, real and imagined desires. Therefore, in the process of selling, streams of likes or dislikes arise and emotional ties are subtly made or destroyed.
In the act of sale, the following stages can be distinguished:
Negotiation: This requires the ability to persuade, reasonably respond to objections and skillful use of expressive means of oral speech.
Establishing a relationship: To do this, you need to know how to accept a client or make contact, to approach the case correctly, to closely monitor the development of relations and to complete the deal exactly at the moment when it is needed.
Satisfying the need: to catch or find the motives of the customer to buy, that is, the key points of his interest, share the customer's concerns and listen carefully to his complaints or criticism.
Features of direct marketing
Such type of promotion as direct marketing is of particular importance for enterprises operating in the industrial market. Thanks to him, you can inform the client about new products, price changes or the provision of new services. And also to congratulate the client on professional or personal holidays. At the same time, the uniqueness of direct marketing is that it is based on an individual approach to consumers or segments of consumers. The purpose of direct marketing is to build constant communication with each of the available addressees, so that the addressee has a feeling of personal communication, taking care of his needs, increasing his self-esteem and sense of significance. The base should include maximum amount clients, even the smallest. After all, customers are not only a source of income, but also an excellent source of secondary advertising - advice, recommendations, positive reviews, etc. If one company has several contact persons, it is desirable that the base has their full coverage, since they are all "ad agents" creating a wave of secondary advertising. At the same time, if there are more than three such persons, it is necessary to select the most influential of them and send mailing to their names. The selection criterion is quite subjective and it is up to the person who directly works with him to make the decision to add a particular person to the database.
A few rules of direct marketing: The mailing should have a clear informational reason, the mailing must be personal, the mailing must be personal. The letter should resemble a small fascinating story. This is the seller in the envelope. You need to work with the base regularly. Clients are graded once a quarter: new clients are assigned a status, some clients are "demoted" in status. At the same time, for new clients it is necessary to conduct mailings, starting with the first letters and gradually "reaching" them to the mailings of the current moment. Usually this does not cause any difficulties - slightly adapted (date, etc.) letters are sent to clients: the same ones that were worked out for the rest. Psychologists say that everyone likes to receive letters. And they will bring not only profit, but also something that cannot be measured with money - respect, recognition and gratitude.
Features of sales promotion
Sales promotion is the use of a variety of incentives designed to accelerate and / or enhance market response. These include consumer incentives (sample distribution, coupons, etc.); stimulation of the trade sphere (credits for purchases, joint advertising with a dealer, etc.), stimulation of the company's own sales personnel (bonuses, competitions, etc.). The peculiarity of sales promotion in the industrial market is that consumer incentives are not effective. This is primarily due to the characteristics of consumer behavior in the industrial market. First, more than one person is involved in the procurement process, and secondly, the industrial goods market is low profitable. Therefore, the first place is given to the stimulation of the company's personnel, which helps to increase sales.
IN last years such method as rollback began to develop and gain momentum. Compromise with conscience - this is how you can briefly describe the moral and ethical side of the rollback. On the one hand, a kickback scheme in one form or another always contradicts the current legislation, on the other hand, it effectively stimulates the receipt of orders, and, accordingly, the company's profit. It is customary to talk about the nature of a rollback for a very long time and from a wide variety of positions. Sergey Bogolepov in his article “Where am I here” writes “... In various circles he is considered“ the next step in the evolution of bribes, ”“ grease on the wheels of business, ”an ineradicable relic of a corrupt Soviet society, etc. Accordingly, the attitude to such a phenomenon as rollback, the most different - from outright rejection in all its manifestations; to an almost enthusiastic greeting as the only tool to ensure business relationships. Today, rollback as a deeply social phenomenon permeates all strata of society and all spheres of its life. Recoil schemes in their pure form or some kind of "improvisation" based on them can be found in almost any business. No matter how funny it may seem, elementary observations show that a rollback in the post-Soviet space is no longer just a concept, but is turning into almost a specialized term along with “leasing”, “franchising”, etc. ”
So, the peculiarities of promotion include the fact that such means as advertising and sales promotion are not as effective as in the consumer market. Advertising is more informative. And in the first place are PR and direct marketing, i.e. those means that form a favorable image, trust in the supplier and the reputation of the company. Personal sale becomes the main means of promoting goods on the industrial market.
General and vocational education of the Russian Federation St. Petersburg State Academy of Engineering and Economics Department of Economics and Management in the Chemical Industry Course work in the discipline Marketing at a chemical enterprise Object of research: LLC PO Kirishinefteorgsintez Performer: _________ ________________ ________ Assessment Teacher Signature ...
9 182 2987 Oil company LUKOIL. LUKOIL is the largest Russian oil company in terms of production and one of the main russian companiesactively participating in the economies of various foreign countries. LUKOIL's foreign projects are handled by LUKOIL Overseas, which is LUKOIL's operator for international upstream projects. In 2003, oil production in ...
... - Khabarovsk Oil Refinery and TNK - Orsknefteorgsintez. These businesses need to be assessed individually, as in some cases investing in them is risky. Thus, having studied the structure of the Russian oil products market, one can draw a number of conclusions, noting the positive and negative aspects, and also predict further development market. The oil industry is one of the most important industries ...
31.1% of heating oil and about 0.7% of generated electricity. The fuel and energy complex is the country's “currency shop”, it provides almost half of all russian exports... Since the 70s, foreign exchange earnings from the export of fuel and energy resources have become a kind of lifesaver, allowing to mitigate the consequences of failures in the domestic economy, to patch up social “holes”. Based on the fact that ...
Communications is understood as the whole set of emerging connections and relationships between market entities in the course of their activities. These may include production and technological ties between cooperating companies, business relationships between buying and selling firms, personal contacts between company personnel, information links, etc. In this regard, communications in industrial markets are not limited to considering only the relationship between selling and buying firms, it also includes relationships between competing companies, relationships with banks, government agencies and all other actors in the industrial market. This leads to the fact that relations between industrial market actors, or communications, become the main element of analysis in industrial marketing, and the establishment and development of relations - the main goal of the industrial leader.
Since industrial figures develop relationships with partners more than they act on the market (that is, they try to sell their product by any means), they are ready to invest in the development of relationships. These investments are of different kinds: in the technical adaptation of products, in the procedure for communicating with partners (consultations, meetings, business negotiations, business trips) and market (creation of sales networks, branches, offices, advertising, etc.).
Organization of the marketing service of an industrial enterprise.
The marketing service can be organized in four basic structure options - functional structure, product oriented structure, market oriented structure and regional structure. The choice of this or that structure is mediated by the peculiarities of the production and marketing activities of the enterprise, the range of products, the location of the clients of the enterprise, etc.
The creation of a marketing service at an enterprise will require a corresponding change in the organizational structure of management services and the establishment of new functional links between the divisions of the enterprise.
Organizationally, the marketing service should be subordinate directly to the director of the enterprise, which ensures the independence of its position in relation to other departments and an objective assessment of the capabilities of the enterprise when developing its marketing policy. In its activities, the marketing service should interact with the divisions of the enterprise involved in achieving its production and commercial goals:
The interaction of the marketing service with other departments is shown in Fig. 2.3.
The tasks of the marketing service at the enterprise are the collection and analysis of initial information, planning and forecasting, operational work. Let's consider the main options for building a marketing service based on its tasks.
Organization by function takes place when the types of products and markets are few, they can be viewed as some homogeneity. The divisions of the enterprise specialize in the following areas:
Market research, assortment planning and new services;
Organization of commodity circulation and creation of a dealer network.
Organization by type of product - useful in cases where the company produces several types of products targeted at different categories of consumers and also requiring the organization of a special service. In this case, managers for each type of product, as a rule, are assigned all of the above activities, with the exception of advertising, exhibitions and public relations, which are assigned to a separate manager.
Organizing by markets (a "market" is a specific industry) is useful if promoting a product to the market requires specific knowledge of its use in specific industries. In this option, managers are also assigned to enterprises of a specific industry, regardless of geographic location, and the entire range of tasks, except advertising, etc.
Organization by territory is considered beneficial when in each of the selected regions the nomenclature is not very high, and the differences between consumers are insignificant. In the structure of the marketing department of the enterprise, all managers are divided by geographic region. This allows the manager not only to have a clear picture of the region, but also to maintain personal contacts with the leaders of the wholesale and retail trade links in them. In practice, various mixed schemes for organizing marketing services are often used.
The principles of organizing marketing research in the industrial market.
With the growth of sales volumes, the number of buyers and markets, sellers need to study their buyers - who they are, their needs, buying behavior, motivation, etc. Every salesperson tries, by studying the consumer, to create a standard model (salesperson's rules of conduct) to facilitate sales.
Industrial buyers are all companies and organizations that enter into relationships with manufacturers and sellers in order to purchase goods and services.
The following types of industrial buyers can be distinguished:
Industrial enterprises;
Construction organizations;
Trading (wholesale and retail) companies;
Transport companies;
Non-manufacturing enterprises;
State bodies and organizations;
Non-profit organizations;
Individuals licensed with the right to carry out various commercial activities (agents, brokers, brokers, notaries, lawyers, etc.).
Industrial buyers are characterized by their sizes:
By the number of employees;
By turnover or gross income;
By the volume of purchases of resources, etc.
In addition, each customer is characterized by its own organizational structure, field of activity, personnel qualifications, reputation, etc.
The seller must have a clear idea of \u200b\u200bhis main customers, their size and capabilities, as well as trends in preferences and needs. All this is necessary for the correct understanding and prioritization and emphasis on servicing certain types of consumers, on the allocation of resources to maintain and develop communications with the most profitable or promising buyers.
Industrial marketing also has the Pareto Rule, which states that 20% of buyers provide 80% of the profits. In another way it is called "80/20".
The main value of Pareto analysis is that it can help to identify areas of activity to which the company should pay the most attention.
The next point to pay attention to when organizing marketing research is the identification of "market niches" of unmet demand.
Solution options:
1) Discussion of such issues with firms representing the most promising market segments.
2) Development of a list of problems faced by the use of this type of product, then 100-200 customer firms (or individual consumers) are asked to rank the identified problems according to their degree of importance, and in accordance with this ranking, measures are taken to improve the product.
3) Analysis of the structure of the required qualities and the degree of their availability in the supplied product.
Taking into account the interests of buyers often not only helps to identify needs, but also allows you to get new ways to meet them. In some industries, most new product models are developed by consumers themselves.
Work done in 2010
Marketing communications in the industrial market - Course Project, Trade section, - 2010 - Marketing of petroleum products Marketing Communications in the Industrial market. Under Communications Understands ...
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This topic belongs to the section:
Marketing of petroleum products
You need to know; how to describe the market and break it down into segments; how to assess the needs and demands of consumers within the target market; how .. Differences in the model of people's behavior when choosing and buying goods "for themselves" and .. The purpose of this work is to identify the features of promoting goods on the industrial market.
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Introduction
1. The value of marketing communications
1.1 Motivation of marketing communications in market conditions
1.2 Marketing communications strategy
2. Marketing communications tools
2.2 Sales promotion
2.3 Public Relation
2.4 Direct Marketing
2.5 Personal Selling
3. Marketing communications on the example of the Art-i-shock trademark
3.1 Marketing communications on the example of the branch of "UTK" PJSC - "Kabbalktelecom"
Introduction
The planning process for the marketing mix ends with the development of promotional measures.
Promotion can be considered any form of messages through which the company informs and convinces people, as well as reminds them of its products, services, ideas, social activities or other actions that have an impact on society.
How do the messages reach potential consumers?
The company can transmit the messages it needs through its brand names, packaging, shop windows, exhibitions, lotteries, mass media, as well as through direct contacts with the company's sales representatives with customers. This is the essence of marketing communications, with the help of which the company:
creates an image of prestige, low prices or novelty of the goods it offers;
informs buyers about the parameters of goods and services, about the place and time of sales;
ensures the recognition of new products and services;
maintains the popularity of existing goods and services with buyers;
creates favorable information about the company itself, its products and services relative to competitors.
In recent years, the role of marketing communications has grown significantly due to the intensification of competition for the consumer, increased risks associated with the creation of new products and increased requirements for quality standards of products. Under these conditions, the success of a firm largely depends on how much it is able to manage a fairly complex system of marketing communications.
Purpose: to consider the importance of communication policy in the activities of enterprises.
Consideration of the meanings of marketing communications, its strategy and motivation.
Study of marketing communications tools: advertising, sales promotion, PR, direct marketing, personal sales.
Analyze the communication policy of the enterprise using a practical example.
1. The value of marketing communications
1.1 Motivation of marketing communications in market conditions
The modern marketing concept requires, in addition to the traditional ones, also the principles of communication and motivation.
Communication is carried out to create and maintain the necessary connections and contacts, both with all marketing subjects and within the organization. Its effectiveness is closely related to reducing the interference that occurs in the communication process.
Motivation in the marketing system is a complex process that includes all aspects of entrepreneurial activity. It aims to stabilize and streamline communications and makes it possible to reduce uncertainty in demand management.
The integration of marketing communications requires the creation of a department (group) within the structure of the marketing service that coordinates all work on organizing communications and motivation, planning and controlling them. The organization of the communication and motivation process depends on the place of the firm in the market structures.
The complexity of communication and motivation processes, the impossibility of conducting an experiment in real life necessitates their modeling, which is advisable to carry out according to the stages of the life cycle of a product (service). This approach makes it possible to most fully cover all areas and levels and use resources with optimal efficiency.
Well-oiled communication (direct and reverse) links of a manufacturing company (as well as other subjects of market activity) are an indispensable condition for its normal functioning as an economic unit, one of the decisive prerequisites for its successful market activity. The importance of communication in modern conditions is steadily increasing as a result of the ever increasing saturation of markets with goods, an ever increasing variety of consumer needs, forms and methods of competition, more and more perfect means of collecting, storing, processing, transmitting information and a whole range of other factors.
Marketing communication of a company is a complex impact of a company on the internal and external environment in order to create favorable conditions for stable profitable activity in the market.
Marketing communication is a two-way process: on the one hand, it is supposed to influence target and other audiences, and on the other hand, to receive counter information about the reaction of these audiences to the influence carried out by the firm. Both of these components are equally important; their unity gives reason to speak of marketing communication as a system.
For the successful sale of an individual consumption product, it is necessary that the end consumers (buyers) are well aware of the consumer properties of the offered product, points of sale, prices, discounts and payment terms. And as buying decisions are made by millions of people, large-scale, often nationwide, advertising campaigns become necessary, requiring significant funds.
Modern marketing requires much more than creating a product that meets a customer's needs, assigning a suitable price to it, and making it available to target consumers. Firms must communicate with their customers. At the same time, there should be nothing accidental in the content of communications, otherwise, the company will have a decrease in profits due to the high costs of communicating and because of the damage to the company's image.
The complex of marketing communications consists of four main means of influence:
propaganda;
sales promotion;
personal sales
1.2 Marketing communications strategy
To successfully enter the market, an enterprise, focusing on the selected target market, or rather, the preferred segment of the target market (in advertising practice, the contact audience), must offer its potential buyers (consumers) an attractive product of market novelty. In accordance with this, it is planned to carry out activities to create demand for the product, the main one, of which is trade advertising.
There are 2 communication models:
Interpersonal communication model (simple);
2. Model of mass communication.
In the very general view a model of simple or interpersonal communication consists of the following basic elements: a communicator (who ?; transmitting the message), a message (what ?; the content of the message in a sign or other form) and a recipient (to whom ?; addressee receiving the message).
Fig. 1 Model of interpersonal communication.
Any communication involves the exchange of signals between a transmitter (communicator) and a receiver (target audience) using an encoding-decoding system for recording and interpreting signals. There are six elements of the communication system between the transmitter and receiver:
coding (converting ideas into symbols, images, shapes, sounds, etc.);
message (a set of symbols sent by the transmitter);
transmission channels - the means by which a signal is transmitted from a transmitter to a receiver;
decoding - the process that allows the receiver to make sense of the symbols received from the transmitter;
response - the aggregate response of the receiver after reading the message;
feedback - part of the response (response) of the receiver, coming to the transmitter.
What is characteristic of interpersonal communication and distinguishes it from mass communication is the presence of involuntary feedback between the recipient and the communicator (with what effect?). It is thanks to this feedback that the communicator can perceive the results of his activity, correlate them with the set goals, and, therefore, if necessary, correct his behavior, even during the transmission of the message. The model of interpersonal communication is graphically presented in Fig. 2
Such a model is suitable for describing only part of the marketing communications complex, namely the process of personal selling and some methods of oral propaganda. The vast majority of marketing communications can be adequately represented using the mass communication model.
The mass communication model differs from the previous one by the presence of a message channel - mass communication (print, radio, television, cinema, sound, video recording, local and global communication systems, etc.) (Fig. 2).
Fig. 2 Mass communication model (general communication model)
But this is not all the difference between simple communication and mass communication. In the latter, in contrast to the interpersonal one, the communicator and the recipients are separated in space, and if the message is transmitted in the recording, then in the time of transmission and reception of information. In addition, in mass communication, the recipients (or their groups) are separated in relation to each other, in other words, dispersed in space.
The degree of influence of each element in both schemes on the effectiveness of communication is different. But priorities are not an argument to ignore any of them. Practice has proven that there are no trifles in organizing communication impact on the target audience. Often, seemingly insignificant at first glance, a detail can negate a reasonably planned campaign.
Before embarking on developing a communication program, it is necessary to collect information from various sources. Gathering information is one of the functions of marketing. You need to have good information about what is happening outside the communication networks, in particular about who buys what, where, when, from whom, at what price. The reasons for purchases should be identified: such an analysis helps to study the market and identify motivation, provides information about the real and potential size of the market, about competing firms, about products, methods of selling and disseminating information, about distributors and their capabilities, about internal and external channels through which certain norms of behavior apply.
Taking into account the goals and information about the initial and final stages of its activities and its competitive environment, the company develops a communication program, focusing on certain areas and goals that need to be covered.
In the implementation of the goals of communication, an important role is played by their clear definition in terms of content, as well as in time and space. It is necessary to decide which aspects of the product (reliability, quality, quality-price ratio) will be highlighted (communication directions), to whom the communication is directed, to which segments of potential consumers, by what means (press, postal advertising) will achieve the intended goals: for example, create an image of an updated company adapted to the needs of the current moment.
Today the company has at its disposal an integrated marketing communications system (see Fig. 3). The company communicates with its resellers, as well as with product consumers and various contact audiences.
Intermediaries exchange information with their clients and other consumers. Consumers tell other consumers about products and those who do not use these products or services. In general, each component of this system acts as a source of information for the rest.
It is important to say that the communication process will take place only if the communication object (receiving information) reacted to the transfer of the subject (transmitting information). However, the decision on how important the information is, is made only by the object of communication.
In this regard, it should be noted that at least 96% of the information produced is not used, since it is lost in the process of transmission and acceptance. The decisive factor is what the receiving party chooses from it. Therefore, it is also an important issue to decide what specific methods of dissemination of information should be used.
2. Marketing communications tools
2.1 Advertising its role in product promotion
Advertising is any form of communication paid for by a specific person intended to promote goods, services or ideas. While some types of advertising (eg direct mail) are targeted at a specific individual, most advertising messages are targeted at large groups of the population and are distributed by media such as radio, television, newspapers and magazines.
Objectives: to announce the appearance of a new product, to inform potential buyers about its main characteristics, to provide high awareness.
Strengths: Reaches a mass audience, stimulates large-scale demand, gives brand awareness, serves as a reminder.
Disadvantages: it often turns out to be intrusive, requires high costs, can pollute the information environment, it wastes most of its impact due to its mass orientation.
Although the main objective advertising is about creating demand, and it is often difficult, if not impossible, to establish a link between a specific advertisement and the number of sales of a particular product. When conducting research on the relationship between advertising costs, sales and profit, the following was found:
A. Businesses with a higher ratio of advertising spend to sales generate a higher return on investment.
In addition, other studies show that businesses that do not cut ad spend during severe economic downturns have the highest growth rates in sales and bottom line. Conversely, companies that cut their ad budgets during downturns have the lowest sales and bottom line increases.
To be effective, advertising must serve three purposes. It needs to attract attention, be memorable, and deliver compelling messages to people. In addition, it should be aimed at the audience and meet the stated advertising goals. To measure the effectiveness of advertising, businesses can use research methods such as focus groups, image and positioning research, consumer ratings, and market tracking to test the impact of advertising on sales.
2.2 Sales promotion
Sales promotion - various types of marketing activities that for a certain period of time increase the initial value of a product or service and directly stimulate the purchasing activity of consumers (for example, coupons or trial samples), the work of distributors and sales personnel.
Purpose: To nudge consumers or traders to take immediate action.
Advantages: not only helps to generate an immediate reaction by creating additional incentives and real additional value, but also increases the tone of buyers, increases the likelihood of repeat purchases, stimulates the support of intermediaries.
Disadvantages: May exacerbate information chaos, generate expectations of price reductions, undermine brand image and long-term consumer loyalty.
Incentive strategies can target a consumer audience or a retailer that includes resellers and sales staff. Trade promotion provides support among intermediaries and sales personnel, i.e. help in "pushing" the goods. The most common sales promotion techniques in trade are:
A. Dealer contests. The goal is to encourage people to buy in bulk, to create enthusiasm. Implementation method: direct mail advertising, commercial advertising, sales personnel.
B. Sales coupons for the organization. The goal is to increase the frequency and volume of purchases, to achieve a quick assessment of the product, to "promote" the local store and the manufacturer's product. Method of implementation: local advertising, vending machines inside stores.
B. Dealer Prizes. The goal is to reward a certain level of shopping, to reward the intermediary for supporting promotional efforts, to create a sympathetic attitude. Method of implementation: sales staff, advertising for trade.
D. Trade Agreements. The goal is to achieve cooperation in the promotion of goods. Method of implementation: sales staff.
Consumer incentives directed at the end-users of a given product are intended to "drag" the product through the distribution channel. The most commonly used consumer incentives are:
A. Price manipulation. The goal is to stimulate additional and trial purchases, to increase the volume of a single purchase. Sales method: points of sale, media, bonus packaging, combined packaging, cash discounts.
B. Contests and Lotteries. The goal is to encourage repeated purchases, strengthen the brand image, and generate enthusiasm. Methods of implementation: sales staff, media, direct mail advertising.
B. Gifts. The goal is to increase the value of the purchase, to induce numerous purchases. Method of implementation: store gifts, attachments or attachments to packages, free gifts in mailings.
D. Distribution of samples. The goal is to stimulate trial purchases, to encourage buyers to buy more. Method of implementation: attachments or attachments to packages, direct mail advertising, magazines, points of sale.
E. Long-term programs. The goal is to maintain customer loyalty. Mode of implementation: sales staff, media, direct mail advertising.
2.3 Public Relation
Public relations (public relations) - coordinated efforts to create a favorable image of the product in the minds of the population. They are implemented by supporting certain programs and activities that are not directly related to the sale of goods: publication in the press of important information from a commercial point of view, "publicity" on radio and television.
Purpose: to increase interest in the product, change the positions and beliefs of the interested audience, develop and maintain a positive image of the company.
Advantages: they can improve the reputation of the company, they allow tracking the attitude of consumers in order to assess their perception of the image of the company or its brand, have low costs.
Disadvantages: Their effectiveness is difficult to assess, usually cannot be the direct cause of increased sales.
Public relations can serve many functions. The main types are:
A. Relations with the media (working with representatives of the press and supplying them with stories for reports and other information);
B. Corporate relations (advising top managers on the reputation of the company as a whole, its image in the eyes of the parties and its reaction on important issues);
B. Crisis management (warning about where and when trouble will break out, and planning how to build company and communications relationships during a crisis);
D. Relations with personnel, relations in the financial sector (maintaining information contacts with analysts, stock brokers and investors);
E. Community Affairs and Community Relations (work on local government issues that affect the organization);
E. Product promotion (use of publicity and other PR tools to market and promote products).
2.4 Direct Marketing
Direct Marketing - an interactive marketing system that allows consumers to easily obtain information of interest and purchase goods using various channels of information dissemination. Includes direct mail, print catalog orders, and online catalog sales.
Advantages : can be highly targeted, is a great way to reach limited or niche audiences, is cost effective when working with small audiences, can provide one-on-one customer contact, can provide feedback with the client, its results are measurable, all elements are extremely flexible.
disadvantages : efficiency depends on the accuracy of compiling the database, often goes unnoticed due to information overload of clients, and requires large expenses when working with large audiences.
Direct marketing differs from indirect marketing in that it bypasses middlemen and retailers; using direct marketing involves contacting customers to distribute the product directly; direct marketing relies on direct response advertising rather than promotional advertising.
There are three types of direct marketing - one-step, two-step, and negative feedback.
The direct marketing process (Figure 4) handles planning in a special way because marketing is primarily focused on sales and relies on high quality databases. The database is the essence of direct marketing. It contains information about buyers and prospects that is collected over a significant period of time.
Fig. 4 Direct marketing process.
There are several types of delivery vehicles for direct marketing messages:
B. Catalogs, which are divided into four categories: retail, full-line, business-to-business, and specialized consumer.
B. Media used in direct marketing include magazines, newspapers, radio, television, video text and online services.
D. Telephone marketing includes outgoing and incoming calls.
2.5 Personal Selling
Personal sale - establishing personal contact with one or more potential buyers for the purpose of selling goods. Examples of such contacts include telephone calls between regional representatives of the manufacturer and local companies or retailers, selective calls to potential customers directly at home, or sales of goods by telephone orders.
Advantages: the marketing message is offered only to the target audience of potential buyers, a face-to-face meeting allows the use of repetition of specific calls to action, a variety of possibilities.
Disadvantages: high costs per contact, inconsistent message, difficulty in controlling sales agents.
The role that personal selling plays in the marketing communications mix depends on several factors, including the product itself, the market, distribution channel, and the availability of alternative marketing communications solutions.
The approaches most commonly used in the personal selling technique can be divided into two categories (Figure 5)
Sales orientation
involves the use of persuasion techniques - buyers are "forced" to buy the offered goods. Technology sales representativessales-oriented activities include exaggerating product characteristics, criticizing competitors' products, using carefully prepared presentations and offering discounts in order to close the deal immediately. This approach assumes that consumers are unwilling to purchase a product other than under pressure from the seller, that they are exposed to a strong impression of a smooth presentation, and that they will not regret the purchase afterwards.
Fig. 5. Approaches used in the personal selling technique.
Consumer orientation consists in identifying his needs and finding ways to satisfy them that are beneficial for the producer and consumer. This orientation requires new skills from the sales force.
First, the seller must help the buyer clearly articulate their needs.
Secondly, the seller must demonstrate to the buyer the value of the offered product, which can be both economic and psychological (the purchase brings satisfaction, self-confidence, increases the prestige and self-esteem of the consumer).
Third, the seller is called upon to find a solution to the problem that meets the needs of the buyer. The seller offers the consumer real value by emphasizing that his product is more satisfying than competitors' products.
Fourth, the salesperson creates the foundation for a long-term business relationship with the customer.
There are other marketing communications tools (sponsorship, licensing, souvenirs, exhibitions, fairs, etc.). The role of auxiliary marketing serviceswhich include many marketing tools. They are used to build customer confidence in this product and its manufacturer or to help close a possible trade.
3. Marketing communications on the example of the Art-i-shock trademark
The Art-i-shock brand is the fruit of the creative searches of designers Galina Romanova and Svetlana Tychkina. The designers themselves built the ideology and developed a graphic solution for the brand based on the definition of their target audience. The brand was created a year ago and is designed for young, extraordinary and liberated people. Experts have not yet undertaken to assess its success - too little time has passed since the first announcement of a new fashion brand.
Experts estimated the costs of promoting the Art-i-shock brand at no more than $ 3-4 thousand per year. To achieve fame with minimal costs, Yekaterinburg designers have to independently engage in branding, saving on literally everything - naming, advertising companies that support a PR-action. The company is not yet ready to outsource the promotion of its own brands, as big brands do.
Also, the "branding" estimate includes the costs of marketing, design and media planning - about $ 10 thousand.
As the experience of promoting local fashion brands shows, designers do not always use such a marketing move as direct advertising. This is due to the fact that not for all target audiences such a method will be the most effective, and the fact that the advertising budgets of local fashion designers are very limited. Designers find non-standard methods to promote their products.
The first step of the advertising campaign for the Art-i-shock brand was the distribution of printed products with a corresponding logo in the universities of Yekaterinburg. The Ural State University, USTU-UPI, Pedagogical University, Humanitarian Institute and Economic University participated in the advertising campaign. In each educational institution, the work was carried out individually: flyers were laid out in places of the greatest concentration of students. In USTU-UPI the company coincided with the contest "Mister and Miss UPI". The effectiveness of the advertising campaign was evident - sales in the store went.
For stable work chain production - advertising - sale-profit, constant expenses for brand promotion are necessary. Realizing this, designers are considering various schemes to raise money, including finding sponsors and investors. According to fashion designers, with a well-chosen marketing and advertising strategy investment in a fashion brand pays off within a year. Now, for example, Art-i-shock designers are looking for a company willing to invest in a new brand. They do not use the services of specialists in the field of investment relations - the budget does not allow this yet.
3.1 Marketing communications on the example of the branch of "UTK" PJSC - "Kabbalktelecom"
The Kabbaltelecom branch of the South Telecommunications Company Open Joint Stock Company is a traditional telecom operator operating throughout the Kabardino-Balkarian Republic.
The main competitive advantage of the branch is based on the use of unique infrastructure resources, technical means of a traditional operator, allowing to provide users with the maximum range of communication services.
In the process of the merger, the open joint-stock company "South Telecommunications Company" got the opportunity to use a single information space, optimal planning and development of interregional communication networks to reduce the cost of services, which allowed the branch to gain price advantage and increase profitability.
At the same time, the target consumer segments branch of "UTK" OJSC - "Kabbalktelecom" are:
corporate clients federal levelhaving an extensive network of branches;
attached operators;
VIP and corporate clients of the business sector;
the business sector at the regional level (18.3% in general, 12.0% for package services);
high and medium income subscribers;
on the waiting list (9.8%);
According to the results of marketing research of the telecommunications market of the Kabardino-Balkarian Republic in 2003, the brand recognition of UTK in the subscribers segment was 53.2%, in the business sector - 42%.
Studies confirm that in order to achieve the main communicative goal of promoting services, namely, ensuring recognition throughout the territory served by the branch at the level of 80% of the target audience, it is necessary to achieve the following tasks:
Achievement of a stable association "UTK - the best company in the field of communications";
Active promotion of new services in the market of the Kabardino-Balkarian Republic (Internet, IP-telephony, ADSL, VPN) by both traditional and non-traditional advertising means;
Informing target audiences about the sphere of traditional communication services of the branch of "UTK" OJSC - "Kabbalktelecom";
Implementation of the program, which includes service standards for all consumer segments, into the activities of "UTK" PJSC branch - "Kabbalktelecom";
Development of a program of PR events and principles of interaction with media representatives;
Creature positive image branch of "UTK" OJSC - "Kabbalktelecom" at the regional level;
The use of a unified brand identity for the branch of "UTK" OJSC - "Kabbalktelecom" and a unified style of presentation of advertising materials by all structural units branch;
Implementation integrated system customer relationship management.
The mechanism for achieving the goal and objectives of promoting the branch's services to the market of the Kabardino-Balkarian Republic in 2005 is the development and implementation of advertising campaigns, including:
The concept of promoting the services of the branch in 2005 was developed, which includes advertising of the following types of services.
2. Internet access services for legal and individuals.
IP telephony services for legal entities and individuals. IP telephony is a voice communication in which the voice is transcoded into a packet form. The prices for this service are lower than for long distance calls, and the quality is almost the same as when using traditional telephony.
ADSL, VPN, intelligent network services for corporate clients and individuals with high level income. ADSL-Asymmetric Digital Subscriber Line - allows data transmission in an asymmetric scheme. This means that the frequency bands used for transmission in different directions are different.
Additional services for legal entities and individuals with middle and upper middle income.
Traditional services for businesses and individuals.
According to this methodology, the annual budget for the provision of promotional events was calculated based on the use of three methods:
% of sales of communication services;
the growth rate of the company's income and expenses.
Also, the sales, marketing and advertising department of the Kabbalktelecom branch takes into account the recommendations developed by "UTK" advertising agencies, as well as layouts of the necessary documents - technical tasks for a more complete transfer of all necessary information to the contractor.
The main criteria taken into account when choosing advertising agencies for the development of advertising materials for the Kabbaltelecom branch in 2005:
Professional reputation of the agency;
2. Agency pricing policy;
Service quality;
Terms of order execution;
Knowledge of the relevant market segment and consumers.
The general contractor and the subcontractor in the field of advertising services for the branch are determined on the basis of selection according to the specified criteria and, if necessary, by holding a tender.
After the selection of the general contractor for the performance of a certain type of work, the sales, marketing and advertising department of the Kabbalktelecom branch notifies the new services promotion and advertising department of the General Directorate of "UTK" PJSC of the selection results.
Taking into account the recommendations set out in the methodology for developing a program for promoting services of OJSC Svyazinvest, it is planned to carry out measures to track advertising performance indicators, marketing performance indicators and economic performance indicators for promoting services. Economic indicators of the efficiency of investment are assessed by combining marketing efficiency indicators and indicators of sales of certain types of services over time, taking into account the general market situation for the analyzed period.
Thus, we can say that this organization for promoting services to the regional market has determined the main goals and objectives of positioning in 2006 of the branch of "UTK" OJSC - "Kabalktelecom", relying on the main consumer segments. The organization's program is closely tied to the marketing strategy of this branch for the period 2004-2006.
4. Plan for conducting marketing research
1 Problem definition and research objectives:
1 Determination of the enterprise problem based on the analysis of marketing activities.
2 Formation of the research goal
3 Developing hypotheses
4 Choosing a direction of research
Marketing research of activities by type:
Exploratory research should provide insight into the problem.
Final research is necessary in order to choose the best course of action. The results of the research act as the starting point for making a decision.
Descriptive (descriptive) research - describes the phenomenon, behavior. This is a study, as a result of which a causal relationship is established between variables, since how changing one variable will affect another.
Field research is research, as a result of which primary information is collected (information that is collected for the first time to solve a specific problem), through surveys, observations, experiments, computer modeling.
Desk research is research, as a result of which secondary information is collected (information collected by someone, once for solving other purposes and problems), by working with documents related to external information (advertising, media, printed editions and others) and internal (the system of internal reporting at the enterprise).
5 Selecting an object of research
Selection of information sources:
1 Determining the content of the required information
2 Identification of sources of information (secondary information: external, internal)
Analysis of internal and external information, assessment of the need for further research
Analysis of ways to collect additional information.
The choice of methods for collecting primary information (survey, observation, experiment).
5. Development of a plan for sampling procedures:
5.1 Definition of the target population