Commodity policy is the development of private strategies for evaluating the range of products and moving them to consumers in the respective markets.

Commodity policy - component a long-term plan for the development of production, including a preliminary selection of the range of products, some of which will later be included in the production portfolio.

The development of a commodity policy provides for:

• - a comprehensive analysis of the possibilities of existing markets from the standpoint of ensuring the successful implementation of the planned product range, i.e. assessment of sales markets;
• - assessment of the level of competitiveness of own goods and similar goods produced by competitors;
• - selection of the most favorable markets and the establishment for each of them of the appropriate product range, sales volume and price;
• - analysis of revenue and development of a plan for a promising range of products, taking into account its competitiveness;
• - exploring the possibility price competition.

Analysis of existing markets. To assess sales markets, it is necessary to determine the place of the product in various markets based on the solvency of demand for the corresponding product, as well as the structure of buyers in terms of effective demand for each of the analyzed markets and the list of competitors.

Analysis of sales markets allows:

• - establish the capacity of the market and its individual segments;
• - evaluate market and forecast opportunities for product sales;
• - to determine the behavior of buyers and their ability to pay;
• - identify methods of production and marketing activities competitors;
• - evaluate the impact of a new product on customers and competitors;
• - Establish a potential range of products.

A great influence on the choice of product policy has an assessment of the possibility of selling goods not only on the local market, but also in the regions. For each market and its segments, the capacity is determined - the planned and actual share of the enterprise providing the corresponding markets with goods.

Purposeful implementation of production and marketing activities, i.e. the implementation of the product policy of the enterprise on the basis of market research and the adaptation of production to it provides independent structural subdivision enterprises - marketing service. Its activities are focused on solving the following interrelated tasks:

• - market analysis, study of its state and dynamics; research on the behavior of consumers and product suppliers; analysis of the activities of competitors and intermediaries; market segmentation, allocation of target segments, sub-segments and buyers; market forecasting;
• - development of proposals for the release of new products and the design of their commercial characteristics; product range management; formation of brand policy; increasing the competitiveness of goods;
• - formation of strategy and tactics of price changes; calculation of discounts and surcharges to prices; marketing costing;
• - construction of distribution channels for products and organization of goods distribution; wholesale and retail sales; planning of commodity circulation and organization of commodity circulation;
• - sales promotion, including advertising, personal selling short-term sales promotion, public relations;
• - organization, planning and control of marketing.

Formation of a competition strategy. clear idea of marketing purposes enterprise allows you to highlight the most significant aspects of the activities of competitors, which impede the timely and complete implementation of the planned work. Knowledge of the peculiarities of the regulation of competitive relations by the Law of the Russian Federation "On Competition and Restriction of Monopoly Activities in Commodity Markets" and taking into account the real activities of competitors is necessary condition for proper orientation in the marketing environment. Indeed, no enterprise can achieve superiority over competitors in all commercial characteristics of the product and the means of its promotion on the market. It is necessary to choose priorities and develop a strategy that is most consistent with the trends in the development of the market situation and in the best possible way using strengths enterprise activities.

A generalization of the practice of competition allows us to identify five basic strategies on the basis of which competitive relations between enterprises are implemented (Fig.).

Rice. Basic Strategies competition and competitive advantage

Strategy to reduce the cost of production. The incentive to use a strategy to reduce the cost of production is the significant economies of scale and the attraction of a large number of consumers for whom the price is a determining factor in the purchase. The strategy is to focus on mass production standard products, which is usually more efficient and requires less unit costs than the production of small batches of heterogeneous products. In this case, saving variable costs achieved through high specialization of production. Fixed costs per unit of output, decreasing with the growth of production volumes, create an additional reserve for cheaper products.

An enterprise that adheres to a cost reduction strategy focuses on the manufacture of inexpensive, but high-quality consumer products. The desire to be a leader in achieving the lowest cost in the industry requires the optimal size of production and product distribution networks, capturing a large market share, using resource-saving technologies, exercising strict control over overheads and other types of fixed costs.

Product differentiation strategy. Differentiation is based on specialization in the manufacture of special (sometimes unusual) products, which are modifications of a standard product. Such products are indispensable for consumers in the event that standard products do not suit them. Separation of goods on the market, and in a broader sense, differentiation of its commercial characteristics can be carried out by creating products with more advanced than standard products, technical parameters, workmanship, on the basis of providing a wider choice of services for the sale and operation of products, on the basis of based on the attractiveness of low prices.

Thus, the main idea of ​​differentiation is to focus on the production of products that are in limited demand, which allows you to evade price competition with more powerful enterprises and at the same time makes it possible to compete with them for specific groups of consumers.

Often the most attractive way to differentiate a product is to use techniques that are least similar to those of competitors. This forces us to look for new, original ways to highlight our products and bring diversity to the market. Imitation is a disastrous way to implement this strategy.

At the same time, as experience shows, the simultaneous use of several methods of differentiation can lead to an attempt to do "everything for everyone", that is, to switch to the path of unification and, thus, spoil the image that the company creates in the market. The most typical direction of using a differentiation strategy is to focus on one of the motives for purchasing products by consumers and to develop their capabilities in order to more fully and high-quality satisfaction of specific needs.

Market segmentation strategy. If the above competitive strategies are based on serving the entire market, then the segmentation strategy is aimed at providing advantages over competitors in a separate and often a single market segment, allocated on the basis of geographical, psychographic, behavioral or demographic principles. The main idea of ​​the strategy is that an enterprise can serve its narrow target market more efficiently than competitors who disperse their resources throughout the market. As a result, an advantage over competitors is created either by product differentiation based on better satisfaction of the needs of the target market, or by achieving lower costs in servicing the selected segment.

Therefore, without pursuing the goal of providing leadership in cost reduction and (or) product differentiation in the entire market, the enterprise, based on market trends, achieves such results in the target segment. Having a low cost of production or offering a large selection of products for a specific, for example, geographically isolated, segment, the enterprise protects itself from opposition from enterprises using other competitive strategies.

Innovation strategy. The modern world experience of competition irrefutably proves that the vast majority of monopolies formed in Lately, arose on the basis of discoveries, inventions and other innovations that made it possible to create a new, previously unknown market with wide opportunities and the prospect of accelerated growth. Modern leaders in the automotive, aviation, electrical and electronics industries emerged from small pioneer firms. Recent decades have confirmed this pattern in the field of computer technology production, development software, the creation of special types of weapons.

Enterprises that adhere to the innovation strategy do not bind themselves with the need to reduce the cost of products, differentiate them or develop a specific market segment, but focus their efforts on finding fundamentally new, effective technologies, designing necessary, but still unknown types of products, methods of organizing production, sales promotion techniques, etc. The main goal is to get ahead of competitors and single-handedly occupy a market niche where there is no competition or negligible. Such a revolutionization of the market is a source of large sales volumes and super profits, but in most cases (8 out of 10) it ends in bankruptcy due to the unwillingness of the market to accept innovations, technical or technological underdevelopment of a new product, busy distribution channels, lack of experience in replicating innovations and other reasons. The high risk of following this strategy, explained by the high degree of uncertainty of its results, is comparable to venture risk, which deters many firms from specializing in this business.

Strategy for immediate response to market needs. The presence of effective demand for a particular type of product only in theory automatically creates its supply. In practice, most enterprises are not able to engage in activities that do not correspond to their profile.

In contrast to such enterprises, firms that implement a strategy of immediate response to market needs are aimed at the fastest possible satisfaction of emerging needs in various business sectors. The basic principle of behavior is the selection and implementation of projects that are the most profitable in the current market conditions. Enterprises aimed at quick response are ready for an immediate reorientation of production, changing its scale in order to obtain maximum profit in a short period of time, despite the high unit costs determined by the absence of any specialization of their production.

Majority modern companies companies that have a wide range of products and (or) different business areas simultaneously use several competitive strategies for different product groups, regions or periods of their development. The main criterion for choosing a strategy is the adaptation of its capabilities to specific market conditions. In this sense, the presented approaches are the general economic basis on which practical marketing work is built.

Test

On this topic

Development of the company's product policy

The concept of the product life cycle (LCT) was developed in 1965 by Theodor Leavitt and finds great practical use in management and marketing. The concept of ZhTsT proceeds from the fact that any product, sooner or later, is forced out of the market by another. Newer item.

Product life cycle - this is a concept that displays the process of developing a product, its marketing, making a profit, the behavior of competitors, the development of strategic marketing from the moment the idea of ​​\u200b\u200bcreating a product is born to the moment it is removed from the market.

LCT is a process consisting of the following steps:

Stage of product development;

Bringing goods to market;

growth stage;

Stage of maturity;

Decline stage.

Sales and profit in value terms

I stage (Product development)

Connections are being developed with the costs of developing design activities, testing technologies, training production facilities and personnel.

The company does not make a profit, but on the contrary, incurs losses.

II stage of (Bringing) to the market

It begins with the sale of the first samples of the goods. At this stage, trading is unprofitable, because. sales are declining and marketing costs (especially advertising) are high.

Influence of elements marketing policy on sales volume (by level of expenses) and significance is as follows:

the quality of goods;

price drop;

service improvement.

At this stage, the manufacturer may encounter the following problems that have a negative impact on sales:

the reluctance of buyers to move away from the 45 stereotypes and accept new product;

production difficulties at the heart of serial production;

insufficiently high rate of output growth;

poor use of the distribution network;

incorrect pricing.

In marketing, 4 strategies for entering the market with a new product are considered, depending on how the consumer relates to it, what is the level of competition, how well advertising is organized.

Intensive marketing strategy- differs in that a high price is set and a lot of funds are spent on sales promotion. A high price ensures significant profits, and strong promotional efforts allow for quick market penetration.

According to Kotler, such a strategy is applicable if

Most buyers are not aware of the product;

Those who know about the product are not behind the price.

It is necessary for 14 competitors to develop a preferred attitude towards the product among buyers.

Selective Penetration Strategy- this is a high price with little sales promotion, i.e. low marketing costs.

Used when:

The market capacity is not large;

The product is known to most buyers;

Buyers are willing to pay a high price for a product;

The competition is insignificant.

Penetration strategists The price is low and marketing costs are high. This strategy is the most successful for fast market entry and capturing the maximum market share.

Applies if:

Large market capacity;

The buyer is poorly informed about the product;

The high price is unacceptable for most buyers;

Strong competition;

Increasing the scale of production reducing costs per product (scale effect).

Passive marketing strategy– low price and low promotion costs.

This strategy is justified if the demand level is 25 to 26, because in this case low marketing costs provide sufficient sales profitability.

Conditions for such a strategy:

Large market capacity;

Good product awareness;

Refusal of buyers to purchase expensive goods;

Slight danger of competition.

III growth stage

Acceptance by buyers of the product and the rapid increase in demand for it. Growing sales and profitability.

The influence of marketing policy elements on sales growth:

Quality improvement;

Price drop;

Service improvement.

During the growth stage, competition intensifies as The product begins to displace competitors' products. In this situation, firms seek to win over independent sales organizations and organize your own distribution network.

Prices do not change, the company seeks to support the rapid growth of sales, for which they improve the product, modernize it, go out with product improvement to new market segments, increase advertising in order to create a sense of satisfaction from the purchase and 27 to secondary purchases among those who purchased the product.

By the end of this phase, the product is acquired by about 50% of potential buyers and after that it enters the stage of maturity.

IV growth stage

It is characterized by the fact that the majority of buyers have already purchased the product (approximately 80% of potential buyers have the product).

Sales growth is declining, profits are starting to fall, and spending on advertising and other marketing activities is rising.

Elements of marketing activities in their own way affect the volume of sales and are arranged in the following order:

quality improvement;

service improvement.

Slow decision-making buyers appear on the market, secondary buyers of goods with a low life cycle in operation are possible.

To maintain a high level of sales it is necessary:

improving the reliability and convenience of the product;

use new modern materials in competition;

improve packaging;

offer a set of models;

provide and expand services to consumers;

cut prices;

enter new ways of mass media;

offer new trademarks considering changing tastes and fashions.

V growth stage

A period of sharp decline in sales and profits with the help of product modernization, price changes and sales promotion, it is possible to prevent a complete decline for a short time and even introduce the product into the stage of re-saturation. However, at the end, an even deeper recession sets in and the product is withdrawn from bidding and production. Trading profit drops during the renewal period due to increased marketing costs. The question becomes active whether to leave the product on the market, continuing to modernize it or withdraw it from production, organize a quick sale at low prices and replace it with a new one. In order to make a decision on the removal of goods from production or the need for its further modernization, marketing and accounting control is carried out, which consists in studying the dynamics of sales of each product. Next, a forecast is made for the product for which we can expect an early exit to the recession stage. If a decision is made on the expediency of leaving the market, then a care plan .

care plan- a schedule for the gradual cessation of production and marketing, the restructuring of production and the redistribution of resources.

Types of product life cycles (according to Evans and Berman)

Time is plotted on the x-axis

The Y-axis represents the volume of sales

Types of life cycles differ both in duration and in form.

A - Traditional life cycle of goods-includes distinct stages of development, breeding, growth, maturity and decline.

B - Classical product life cycle- Describes very popular products with stable sales over a long period of time.

IN - entrainment curve Describes a product that is experiencing a rapid rise and fall in popularity.

G - Long lasting hobby- a manifestation of the fact that sales continue in sizes that make up an insignificant fraction of the sales volume.

D - Seasonal curve- the product sells well during periods separated in time (seasons).

E - Resumption Curve- the product was outdated, but then gained popularity again.

AND - Failure The product was not successful at all.

Classification characteristics of the goods

In marketing, products are a unity of three components:

Useful qualities;

physical properties;

Additional services.

Useful qualities - these are the characteristics that make it possible to satisfy certain needs of consumers.

physical properties. Useful qualities must be materialized into a tangible product, i.e. have physical properties. At the same time, one should not forget about the packaging of the goods, design, trademark, because for the consumer it is sometimes more important how the product looks than what is inside.

Additional services. The consumer is also attracted by additional services provided after the purchase of the goods: delivery, installation, warranty, after-sales service.

By durability Products can be divided into 3 groups:

Durable goods - as a result of careful consideration by the consumer of the purchase, the informative function of advertising, personal selling, and selectivity of distribution have a great influence.

Non-durable goods - it is important to stimulate sales with price discounts that encourage repeat purchases. Advertising is designed to express more about times and symbols that encourage consumption rather than provide information.

Federal Agency for Education of the Russian Federation

Volgograd State Technical University

Department of "Management, marketing and organization of production"

Methodological guide "Marketing"

For the specialty 080507 "Management of the organization"

Volgograd, 2004

UDC 339.13 (075.8)

Reviewers

Associate Professor, Cand. economy Sci., Head of the Department of Active-Passive Operations of JSCB “KOR” T.Ya. Kholopenkova,

Head Department of "Economics and Management" VPI, Associate Professor, Candidate of Economic Sciences. L.I. Nasonova

Published by decision of the editorial and publishing council of the Volgograd State Technical University

Methodological guide "Marketing" / Comp. Yu.I. Osadshiy, V.N. Molodozhenova, T.P. Ostapenko, E.V. Samsonova / Volgograd. state those. un-t. - Volgograd, 2004.

The principles and methods of realization of marketing activity are stated. IN methodological guide gives a brief idea of ​​the many approaches, ideas, solutions used by domestic and foreign organizations. The features of innovation marketing are considered.

© Volgograd State

Technical University, 2004

1. Basic concepts of marketing 4

2. Marketing management 7

3. Marketing research 12

4. Market segmentation 18

5. Product policy development 22

6. Objectives and pricing policy 31

7. Planning and organization of goods movement 39

8. Demand Generation and Sales Promotion Systems 44

9. Features of marketing innovations of scientific and technical organizations and manufacturing enterprises 47

10. Marketing environment of an innovative firm 61

11. Marketing strategy innovation activities 69

Basic concepts of marketing

Marketing is a type of human activity aimed at meeting the needs and requirements of people through exchange.

Need is a feeling of a lack of something felt by a person, this is something that comes from human nature. Needs can be physiological (clothes, food, etc.), social (communication, self-expression, etc.), personal (knowledge)

A need is a need that has taken a specific form in connection with the cultural level of development of society and the personality of the individual.

Demand is a need backed by purchasing power.

Exchange is the act of obtaining a desired object from someone by offering something in return.

A product is everything that is offered to the market in order to attract attention, purchase and use.

A market is a collection of existing and potential buyers of a product.

Marketing principles:

1. Orientation of the final results of production to the real requirements and wishes of consumers.

2. Knowledge and comprehensive study of the market, the use of information about the market in the process of developing and making scientific, technical, industrial and economic decisions.

3. Maximum adaptation of production to market requirements. It is necessary to produce what is sold, not to sell what is produced.

4. Impact on the market and consumer demand through all available means.

5. Organization of the delivery of goods in such quantities, such a time and place that would most fully suit the end consumer.

6. Conquest of the market by goods top quality and thereby gaining an advantage over competitors.

7. Ensuring targeted management of the entire process of the enterprise, i.e. development, production, sales and service provision.

8. The need to divide the market into segments.

9. Assistance to resellers.

10. Orientation of marketing strategies for the future, etc.

Marketing concepts are built on the definition of needs and real consumer assessments of the range and quality of goods and the recognition of the need to adapt production and marketing to these needs and assessments, and better and more efficiently than competitors do.

There are 4 main concepts:

1. The concept of improving production. The application of this concept allows the manufacturer to reduce production costs by increasing production volumes.

2. The concept of product improvement. The manufacturer will earn more profit if he produces higher quality products than competitors.

3. The concept of sales promotion. The manufacturer must put some effort, use advertising and sales promotion to sell his product.

4. The modern concept of marketing is built on meeting the needs and requirements of customers

5. The concept of social and ethical marketing is built on meeting the needs and requirements of customers, taking into account the needs of society.

Main types of marketing:

1. Demarketing - excessive demand. The task of the manufacturer is to reduce the demand for goods and services, which cannot be satisfied due to the insufficient level of production capabilities, limited commodity resources and raw materials.

2. Conversion marketing - negative demand, when most market segments reject this product or service.

3. Counter marketing - irrational demand,

implemented with the aim of ensuring the well-being of consumers who consider certain goods and services unacceptable for personal use.

4. Promotional marketing - lack of demand, typical for products that first entered the market.

5. Developmental marketing - hidden demand, i.e. the task of marketing is the transformation of potential demand into actual demand.

6. Supportive marketing - full demand. This type marketing is typical for products that have been on the market for a long time and bring profit to the manufacturer.

7. Remarketing - falling demand.

8. Synchromarketing - irregular demand, it focuses on conditions when demand exceeds production capacity or vice versa, when the volume of production turned out to be more than the needs of the market (seasonal marketing).

Marketing Features:

1. Analytical function, it includes the study of the market, consumers, the firm structure of the market, the study of the commodity structure of the market.

2. Production function, it includes the development of new technologies, the organization of the production of new goods, logistics, quality management and competitiveness of products, the implementation of a targeted pricing policy.

3. Sales function - organization of a distribution system, a service system, demand formation and sales promotion (FOSSIS)

4. The function of management and control - the organization of strategic and operational planning. Information Support marketing management process, organization of control of marketing activities.

Marketing Management

Marketing management is the analysis, planning and implementation of activities designed to establish, strengthen and maintain beneficial exchanges with customers in order to achieve certain company goals (profit, sales growth, etc.).

The management process includes:

1) Analysis of market opportunities. To identify the market where the product will be sold, you can use several methods: deeper penetration into the market, expanding the boundaries of the market, product development, diversification.

In addition to searching for a market for goods, an assessment of marketing opportunities is included. A marketing opportunity is an attractive area of ​​marketing efforts in which a firm can achieve competitive advantage. Marketing Opportunity should be consistent with the goals and resources of the firm.

2) The selection of target markets includes an assessment of the current sales volume and a forecast of the future. If the forecast is successful, then the market is segmented. When the target segment is selected, the positioning of the product is carried out, i.e. providing a product with a different, desirable place in the market and in the minds of target consumers.

3) Development of the marketing mix

The marketing mix is ​​the set of controllable marketing variables that a firm uses together to elicit a desired response from its target market.

Marketing mix: Product, Price, Place, Promotion.

4) Organization and control of marketing activities. The organization includes the development of a planning system - ensuring strategic planning those. identifying the most attractive products for customers in the future and ensuring operational planning, i.e. development of plans for each individual production or goods of the company.

An important point in the organization of marketing activities is the organization system - marketing services. When building the structure of a marketing service, a firm can use several methods: functional organization, organization on a geographical basis, organization on a product basis, organization on market principle, organization on the commodity-market principle.

The control system consists of 3 types:

1 . execution control annual plans;

2. profitability control;

3. control over the implementation of strategic guidelines.

Marketing mix development

Product - at this stage, the company's product policy is being developed, which includes an assessment of the quality of product competitiveness, consumer tastes and the development of a product range, it is also important to evaluate the main properties of the product and its environment (ease of purchase, reliability of delivery, design, price, brand and after-sales service ).

When developing a product, it is necessary to take into account fluctuations in the volume and duration of the production of a particular product. Fluctuations in the duration of production and marketing of products - this is the life cycle of the product. The concept of the life cycle of a product comes from the fact that sooner or later any product is forced out of the market by another cheaper or more perfect product. The product life cycle concept can be applied to product type, type, model, trademark. The classic product life cycle curve has the following form, shown in Figure 1.1.

Volume of sales

1 2 4 5 time

Fig. 2.1 Product life cycle curve

1. Stage - the phase of introduction to the market, the goal is to create a market for a new product.

2. The stage is the growth phase, there is a recognition of the goods by buyers, a rapid increase in demand, the volume of sales is growing; and hence profit.

3. The stage is the phase of maturity, there is an increase in the saturation of the market with this product and the product, which was considered a novelty, goes into the category of traditional ones, because. a large number of buyers know about it.

4. The stage is the saturation phase, the volume of sales of goods falls, and therefore the volume of profit falls.

5. The stage is the decline phase, the consumer loses interest in the product, the demand for it falls and the manufacturer has two ways out of this situation: the first is the revival of the product by changing its position on the market; the second is the cessation of production of goods. Different states of the product life cycle curve.

Commodity policy is a certain course of action of an enterprise in relation to the goods and services it produces.

The development and implementation of a product policy plan requires the following conditions: a clear understanding of the goals of production and marketing; availability of marketing strategies coordinated with each other; good knowledge of the market, the nature of its requirements and the prospects for its development; a real idea of ​​the capabilities of the enterprise at the present time and in the future. All these conditions must be taken into account when planning the product policy of the enterprise.

The development of a plan for the product policy of an enterprise consists of several main stages interconnected.

1. Setting goals and objectives.

The main goals and objectives in the field of the enterprise's commodity policy are determined. The objectives of a commodity policy may relate to such issues as: the range of goods and services produced; the rate of renewal of products in general and for its individual types; launching fundamentally new products on the market; change in the ratio of new and old goods; introduction of new forms of customer service; increasing the competitiveness of products, etc.

In terms of marketing, it is necessary to formulate goals and objectives. both the product policy of the enterprise as a whole, and for individual goods or groups of goods.

2. The choice of commodity strategies.

A strategic approach is needed to solve the problems of commodity policy. Any decision in this area should be made taking into account the long-term goals of the enterprise. The developed product strategies during the period (3 - 5 years) for which the marketing plan is drawn up, as a rule, should remain practically unchanged.

In the marketing plan, it is necessary to formulate and describe the strategies that the company intends to use in its product policy.

Product strategies should be consistent with the main strategies and strategies of individual tools of the marketing mix.

3. Choice of the concept of commodity policy.

1) Assortment concept.

The assortment, or commodity nomenclature, is the totality of products manufactured by the enterprise.

The assortment concept is expressed as a system of indicators characterizing the possibilities for the optimal development of the production assortment of a given type of goods. The purpose of the assortment concept is to orient the enterprise towards the production of goods that are most appropriate to the structure and diversity of the demand of specific customers.

The assortment concept should reflect the following points:

Characterization of current and future needs of customers, analysis of ways to use these products and features of consumer behavior in the relevant target markets.

Evaluation of existing products of competitors and analysis of the competitiveness of goods manufactured by the enterprise.

Analysis of the possibilities of producing new or improved products, taking into account issues of price, cost and profitability.

Solving questions: what products should be included in the assortment; what should be the width and depth of the assortment; how and in what direction the assortment will change over time; what batches to issue.

Scroll marketing research and methods of their implementation are necessary for successful assortment management.

Methods of assortment management and control.

The assortment concept is one of the important decisions in terms of marketing, which must be taken very seriously, since in the future it will be costly for the company to correct errors.

2) The concept of a new product.

The concept of a new product is a description of the physical and perceived end characteristics of the product and the set of benefits that it promises to a certain group of users.

The concept of a new product should reflect the following points.

· The main requirements for a new product, which it must satisfy, taking into account the forecasts of future requirements of consumers and their needs.

· Analysis of the design and creative potential of the company.

· Forecasts of the market by the time of the release of goods and further in time.

· Forecasted technical and economic indicators of new products.

· The nature of possible competition and the degree of its development.

· Product positioning - determining the place of the product in a number of other products.

The developed concepts are evaluated by the management of the enterprise. If necessary, business plans are drawn up.

3. Drawing up a product plan.

The essence of planning lies in the fact that the commodity producer promptly offers a certain set of goods that would, in general, correspond to the profile of his activity, most fully satisfy the requirements of buyers.

The product plan specifies: a list of goods and services of all assortment groups that the enterprise must produce for the planned period of time; the volume of manufactured products in physical and value terms; average batch size; production schedule; production start and end dates. At the same time, it should be noted in it, not only those goods that the enterprise produced earlier and is going to produce in the future, but also the planned new brands of goods.

The action plans include activities that need to be carried out to achieve the goals set within the framework of the selected strategies and concepts. The list of activities mainly depends on the characteristics of the enterprise in a competitive environment and its internal specifics. Most of the activities are aimed at creating new products. These include: creating a concept for a new product; carrying out design and technological preparation; market testing of a new sample; release of an experimental batch; preparation of business plans; clarification of sales methods; conducting various marketing research in the field of product creation; carrying out coordination with other departments of the enterprise, etc.

The action plan should include the following information.

1. A list of all activities and actions with a brief description of their implementation.

2. Timing of events.

3. Expected result from the events.

4. Responsible executors and controlling persons.

5. List of cost items and the required amount of financial resources for their implementation.

6. It is necessary that all activities be coordinated with each other.

The budget of an enterprise's product policy is based on the costs of all ongoing activities and actions related to the formation of a product policy, the creation of new products and their introduction into the life cycle. Practically all the leading specialists and management of the company participate in the discussion of the budget, since the development and production of new products affects all the main divisions of the enterprise.

During budgeting, the following steps are taken:

1. Possible cost items for all activities are determined.

2. Costs for each activity are calculated.

3. Cost items of the same name are summed up for all marketing activities.

4. The total amount of the budget for the implementation of the commodity policy of the enterprise is determined.

The control plan is drawn up in the following steps:

1. The areas of control of the product policy of the enterprise are determined.

2. The objects and parameters that need to be controlled are listed in detail, control maps are drawn up.

3. Responsible persons exercising control are selected and their powers are determined.

4. Determine the timing, frequency of control and the form of presentation of control results.

The creation of new products is associated with high commercial risk and high costs. Therefore, it is necessary to pay special attention to the quality of the development of the product policy of the enterprise and the organization of its implementation.

Ministry of Education Russian Federation

Voronezh State Technical University

Faculty of evening and distance learning

Department of Economics of Production Management and Organization of Engineering Production

course project

discipline: "Marketing"

topic: "Development of the commodity policy of the enterprise"

Checked by: Voronin S.I.

Voronezh 2004

1. Introduction 3

2. Commodity, classification 4

3. Product cycles 4

4. Product competitiveness 7

5. New item 8

6. Commodity information 9

7. Sales of goods 11

8. Commodity policy 12

9. Product packaging 14

10. The main tasks of TEMP LLC 14

11. Types of sewing machines manufactured by TEMP LLC 15

12. Three sections LLC "TEMP" 17

13. Competitiveness of sewing machines 18

14. New product LLC "TEMP" 18

17. List of used literature 23

The main objectives of the course project is to consolidate and deepen theoretical knowledge in the discipline, mastering practical skills for students to conduct marketing research, develop and justify marketing programs and marketing solutions in the domestic and foreign markets.

The theme of this course project is "Development of the commodity policy of the enterprise."

It is this topic that is relevant now, when the country is raising the economy, many new companies are opening that provide the population with various new goods and services.

Product- a product that is offered to the market for purchase at agreed prices.

Trade item- isolated integrity, characterized by indicators of size, price, appearance, etc.

Goods classification:

1) by terms of use:

long-term use

short-term use

services (short-term and long-term)

2) consumer goods:

consumer goods

Impulse buying goods

goods for emergencies

preselection goods

specialty items

goods of passive demand

3) industrial goods:

materials and parts (cheeses and semi-finished products)

capital property (structures, buildings, equipment used specifically in production)

Distinguish between the life and market cycles of a product

The market cycle is the time a product spends on the market from the moment of the first batch until the end of supply and sales.

The life cycle is the time the product is on the market and with the consumer, and additionally includes the time for service maintenance, the supply of spare parts, etc. The product life cycle, its duration is difficult to predict. It depends on price, demand, distribution costs, etc.

Usually each product goes through 4 phases. The product life cycle graph is shown in Fig. 1

T, time

(1) - product

(2) - additional profit from the sale of the modified product

(3) - profit

There are 3 ways to keep a product on the market:

1) market modification (search for new consumers and stronger stimulation of an existing product)

2) product modification (change of packaging, product properties, appearance)

3) marketing modification (sales promotion using one or more elements of the marketing mix)

Table #1

Product life cycle, company situation, market situation and sales structure

Since the transition from stage to stage passes without sudden jumps, the marketing service of the enterprise must constantly monitor changes in the market and make timely changes to the marketing program. It is important to ensure that the plan for production of products and the volume of its sales in the market. The presence of unsold products will lead to direct losses (costs of materials, labor and financial resources) and the emergence of lost profits, when these resources could be directed to the production and marketing of other profitable products.

Types of product life cycle:

1) - traditional, includes all phases of the product life cycle

2) - boom or classic, describes a popular product with stable sales over time

3) - an increase characterizes a product that receives a rapid rise and fall in popularity

4) - continued increase, characterizes the modification of the product

5) - seasonality or fashion characterizes a product that sells well at a certain time

6) - renewal or nostalgia, i.e. first the product lost popularity, then resumed

7) - failure, i.e. the product was not successful at all

Product competitiveness- this is the degree of its compliance with the currently selected market in terms of technical, economic, commercial and other characteristics that ensure the possibility of marketing in this market.

We single out 3 groups of parameters that ensure the competitiveness of the product:

1) technical - purpose parameters (dimensions, weight, power, design, maintainability)

2) economic - acquisition price, operating costs

3) organizational - completeness and terms of delivery, terms of payment, discount system.

An enterprise can apply various strategies in the field of competitiveness of its product. At the same time, it should take into account both the market situation, the advantages and disadvantages different strategies, and production capabilities. For each competitive strategy, there are advantages, necessary market conditions, and other factors.

New product- a product that satisfies a new need or ensures the satisfaction of an already known need, but at a different, higher level.

New product groups:

1. goods - novelties

2. modified goods, i.e. significantly or slightly improved old

3. additional goods

Stages of creating new products:

Formation of ideas, the source of ideas can be:

1. inner ideas(research, resellers, employee suggestions, activities to serve competitors)

2. external ideas(products of competitors, wishes of customers, opinions of specialists, market development)

idea selection

economic analysis of the remaining ideas

· Development of a new product

trial marketing

commercial implementation

When developing a product, the designer needs to perceive the idea of ​​production at three levels.

Figure 2 shows three product levels

1. Expanded item includes all the characteristics that accompany the product and focus on the consumer

2. Product in real time includes not only his features, but everything that makes up his image

3. Product by design the basic physical entity of a product with specific characteristics and is offered under a given description

The product concept allows you to identify consumer requirements and distinguishing characteristics from competing products

New product failure rates:

o Absolute failure (when the firm is unable to recover its costs and financial losses)

o Relative failure (when the firm makes a profit, but in a small amount)

The most common factors leading to failure are:

The distinctive advantage of the product is not enough

Poor product quality

Poorly chosen moment of implementation in the markets

Lack of consumer information about the product

Product information - information about the product intended for the user. There are 3 types of commodity information:

1) Fundamental commodity information

2) Commercial Information

3) Consumer product information

To bring information to the subject of market relations, the following forms of commodity information are used:

verbal information

Digital information (used when a quantitative characteristic of product information is required)

Depicting information (provides visual and emotional perception of information about the product using artistic and graphic images of the product itself)

Bar information (barcode)

Symbolic

Commodity information means: marking, technical documentation, regulations, reference, scientific and educational literature, advertising and propaganda.

Marking- text, symbol or a drawing applied to the packaging and / or product, as well as other aids, designed to identify the product or its individual properties, as well as bringing to the consumer information about the manufactured quantitative and qualitative characteristics of the product.

Main marking functions:

Informative

Identifying (information on the product must match)

Emotional and motivational (the product should be brighter)

Depending on the place of application, there are:

1) production marking - labels, inserts, tags and labels, control tapes, hallmarks and stamps

2) trade marking - cash receipts and price tags, sales receipts, which are issued together with cashier's checks

STRUCTURE OF MARKING

Sign production structure

Trademarks are designations capable of distinguishing, respectively, goods of the same legal entities from homogeneous goods of other legal entities. Trademarks include: company trademark, assortment mark, dimensional marks, operational marks, manipulation marks, economic marks, barcode.

Sales of goods means transportation, storage, refinement, promotion to wholesale and various commodity links, pre-sale preparation and sale of goods.

Distribution channel is an organization or individuals involved in the movement and exchange of goods.

The length of distribution channels is the number of distribution participants or intermediaries in the entire distribution chain.

Distribution channel width is the number of independent sales participants in a particular stage of the supply chain.

There are seven ways to sell a product:

1. Direct distribution channel (manufacturer ®buyer)

2. Direct marketing (direct work with the client, i.e. regular visits and customer demand)

3. Phone marketing

4. Indirect marketing (producer®intermediary®consumer)

5. Vertical marketing outlet (consists of a manufacturer, wholesalers, one or more different merchants acting as one system)

6. Horizontal distribution channel (the firm seeks to merge with another firm in order to conduct joint marketing activities)

7. Mixed distribution channel (direct channel + indirect)

Commodity policy of the enterprise- a certain course of action of the commodity producer and the principles of his behavior, ensuring the formation of the assortment and its management, the creation and maintenance of the competitiveness of goods at the required level, finding certain product niches, development and implementation of packaging, labeling, product maintenance (service) system.

The product range must be balanced, have a sufficient number of assortment groups (width), positions in each assortment group (depth), as well as harmony (comparability), characterizing the proximity between goods of different assortment groups in terms of end use, distribution channels, consumers, etc. .

There is an assortment:

o Group

o Intragroup

When forming the assortment, a set of measures is carried out. In the process of assortment management, they determine the optimal ratio of production volumes of various groups of products that are at different stages of the life cycle, conduct a constant analysis of sales and profitability of products, make adjustments to assortment policy enterprises.

Figure 3 presents the matrix of the Boston Advisory Group (growth rate of market demand and market share)

Big Small

Figure 3

Figure 4 shows the matrix of consumer demand (product quality and price)

Table 2 shows the dependence of competitiveness and product development prospects.

Figure 4

table 2

An integral part of the product policy is the packaging of goods, which has the following functions: protection of goods during transportation, storage and use, dimensions for sale: means of advertising and self-presentation, ease of use.

When developing packaging, they take into account the norms of standards and unifications accepted on the market, carefully choose the color, shape and size of the packaging, packaging material, design.

Packaging must ensure the transportation, storage and handling of goods, be visually perceptible, correspond to the practice of storage, cargo handling and export of goods by resellers, and create a favorable reaction from consumers.

Let's move on to a specific enterprise, TEMP LLC, which manufactures electric sewing machines. For 5 years, the company has been operating in the markets, producing sewing machines that differ in the number of operations performed, in ease of use, design, and purpose.

Electric sewing machines are among the goods of long-term use, a fairly wide demand, to industrial goods. As with any enterprise, the goal of TEMP LLC is to obtain maximum profit at minimum production costs; interest the largest number customers, opening additional sales markets, crowding out competitors, returning investments, fulfilling social obligations to staff, increasing wages working staff.

As mentioned earlier, the product goes through 4 main phases of the life cycle. Electric sewing machines of TEMP LLC are on the 2nd phase, i.e. implementation stage. Despite the fact that the output of the product is not large (the company is new, developing), the sales volume is significant for the stage of introducing the product to the market. Let's make a table:

Table 3

LLC "TEMP" produces 5 different modifications of the names of sewing machines:

1. Electric sewing machine "T-1". Characteristics: performing basic 5 sewing operations, the most simple model, easy to use. Price (indicated in conventional units - USD) 100. Supplied to private enterprises for tailoring. Disadvantage: low power, therefore it is used for tailoring summer clothes from light fabrics. The competitiveness of this model is low, as many firms use more well-known brands.

2. Electric sewing machine "T-2".

3. Electric sewing machine "T-3". These models of sewing machines practically do not differ from each other. Their main difference is appearance. Characteristics: performance of 10 sewing operations, including not simple machine lines, but various others. Both models are easy to use. Their price is 140 and 160 USD. respectively. The price compared to the T-1 model has increased significantly, but various characteristics have also increased. It is supplied both to small private enterprises and to various others, where the number of manufactured products is more significant. The disadvantage of the "T-2" model is an inconvenient operation switch, in the "T-3" model this disadvantage is eliminated. The competitiveness of these models is higher compared to the competitiveness of the T-1 model. Buyers are attracted by a not very high price (compared to leading firms), as well as good quality goods.

4. Electric sewing machine "T-4".

5. Electric sewing machine "T-5". These models of sewing machines are the most modern and widely used, practically do not differ from each other. Features: 25 sewing operations, including embroidery operations. Model "T-5" includes the operation of sewing on buttons, various sizes, convenient switch of sewing operations. These models of electric sewing machines are supplied with sewing kits (various presser feet, bobbins, scissors, threads, needle threaders, pins, thimbles). The price of sewing machines is 205 and 208 c.u. respectively. Beautiful design and ease of use, high power allow these models to be used in large clothing factories. The competitiveness of these machines is high compared to other models. The buyers are innovative companies that buy high-quality and inexpensive equipment. These models (T-4 and T-5) are not inferior in their characteristics to sewing machines of well-known companies (“Deric”, “Brother”, etc.).

Consider the electric sewing machines of the company "TEMP" in three sections.

1) Product by design. The goods are used for tailoring for various segments of the population.

2) Product in real performance. The quality of sewing machines, depending on the model, is different, but mostly high; modern materials, machines, and technologies are used for manufacturing. The appearance of all machines: the body is made of white plastic, the operations are depicted in red and black colors (it is this appearance that attracts and interests buyers). All machines are placed in a plastic case, convenient for moving and storing the sewing machine. Each model is implemented carton package, indicating the type of sewing machine model. Be sure to attach a technical passport, a book on the repair and operation of the sewing machine and a warranty card.

3) Goods with reinforcements. The warranty card specifies the warranty period for each machine. For models "T-1", "T-2" and "T-3" this period is 1 year after the sale, the warranty period for machines "T-4" and "T-5" is 2 years from the date of sale. Warranty service is mandatory. Since the company is new, there is only one guarantee point, located in the city of Voronezh, i.e. in the manufacturing city.

After the purchase of sewing machines, the company delivers the equipment free of charge to the right place specified by the buyer. "TEMP" directly works with six stores, therefore, free delivery is carried out by store employees.

Sewing machines can be purchased on credit. The minimum lot for purchasing on credit is 8 sewing machines. In this case, the buyer pays 25% of the total cost of the machines, the remaining 75% is paid within 10 months after the purchase of the equipment.

More about the competitiveness of sewing machines from TEMP LLC

The competitiveness of each model was said. A small number of competitors is explained by the fact that the product of this company is in the implementation phase, but the company is doing everything to make their sewing machines more competitive.

1. Technical parameter - small dimensions, average weight (lighter cars "T-4" and "T-5"), average power (more powerful "T-4" and "T-5"), excellent design, etc. d.

2. Economic parameter (low prices compared to other firms 100-200 USD)

3. Organizational parameter (convenient terms of delivery, loans, after-sales service, product warranty)

The most competitive models of sewing machines "T-4" and "T-5", as these are more modern, easy to use, more modified models. Accordingly, their integral indicator will be higher than that of other models.

Every enterprise must be able to create new goods and services. In this case, the enterprise either acquires a patent or license for the production of goods (sometimes even buys an enterprise that produces this product), or develops and manufactures new goods.

TEMP LLC plans to manufacture new electric sewing machines that would meet the needs of customers at a higher level:

First, remove the model of the T-1 electric sewing machine from production and improve it.

1. Generation of ideas. The company's research and marketing department conducted various studies. A survey was also conducted among customers, buyer firms and found out the advantages and disadvantages of the T-1 sewing machine, letters, complaints and wishes of customers were considered.

2. Evaluation of products (selection of ideas). Experts invited by TEMP evaluated and analyzed each idea for the modernization of the T-1 model

a. General direction (expected to increase profits, increase competitiveness, increase sales)

b. Marketing direction (it is supposed to increase the life cycle, market attractiveness)

c. Production direction (simpler production is assumed, the possibility of production at a lower price, the availability of material and labor resources)

3. Economic analysis remaining ideas. The buyers expressed their attitude towards the modernization of the T-1 model. The company gave a description of how the improved model of the sewing machine would look like. An analysis was made of the demand for the "new" model, the costs, the necessary additional investments and the expected profit, and the assessment of competition.

4. Development of a new product. All the ideas that were proposed for the modernization of the T-1 model were embodied in physical form through product design, packaging and branding.

5. Trial marketing. The company produces the first batch of modernized electric sewing machines of the T-1 model (at the moment the new model is called T-1.1). The company supplies this batch to 2 stores in the city. Experts monitor developments and decide when, where and for how long to apply trial marketing. Sales results are analyzed. Based on all this, we can conclude that the T-1.1 model began to be in greater demand than the T-1 model. Model "T-1.1" performs 8 sewing operations, its capacity has increased by almost 1.8 times, the price has increased by 30 conventional units. Competitiveness has also increased (innovative firms are the main buyers).

6. Commercial implementation. It is planned to remove the model "T-1" from production in the near future and produce a model of the sewing machine "T-1.1", because. this is the most beneficial for TEMP LLC. The firm organizes mass production new model, will conduct advertising and sales promotion.

The T-1.1 model meets existing and future needs, economic efficiency increased, increased and competitiveness, the possibility of producing the machine "T-1.1" at a lower price.

Secondly, the company had ideas for the production of not only sewing machines, but also other sewing equipment, such as overlockers. However, their release is at the idea generation stage.

As already mentioned, TEMP LLC is a developing company, therefore the technical level of production is not at the highest level. To promote electric sewing machines on the market, the company uses the FOSSTIS system (“FOS” - demand generation, “STIS” - sales promotion). This system includes advertising, product promotion and provides public relations. Demand generation (“DOS”) includes informational advertising, participation in exhibitions and fairs. These activities are aimed at a potential buyer, introduces him to a new product and helps in choosing.

a. Showcases

b. Signboards, inscriptions, signs

c. Package

b. A television

Sales promotion (“STS”) promotes the expansion of sales of a product that already exists. The task of "STIS" is to encourage new purchases and distribute this product among new customers. LLC "TEMP" does its best to make buyers not only innovative firms, but also the wider population.

The company employs skilled workers, who also become more with the growth of the company.

Let's sum up some

TEMP LLC is a developing company that produces electric sewing machines. In general, for 5 years of work, the company has achieved success in the market. But there is still a lot of work to be done to become one of the leading firms.

It is necessary to discontinue the production of the T-1 sewing machine model, open new warranty service points, reduce the minimum lot for purchasing machines on credit, introduce a discount system (for example, provide a discount when buying 5 machines or more), increase (stimulate) sales sewing machines models "T-4" and "T-5", because they are the most competitive, reduce marketing costs, increase prices for more profit, carry out wider advertising, expand sales markets, attract more customers, cooperate directly with clothing companies.

In general, the prospects for TEMP LLC are great, the potential is growing: the company introduces its product, which is in demand, to the market.

List of used literature:

1) Varkan D.I. - "We manage the company in market conditions", Akvilon, 1991.

2) “Marketing. Principles and technology of management in a free market system” - ed. Enriashvili, Unity, 1998.

3) "Marketing" - a textbook, ed. A.I. Romanova, Unity, 1995.

4) "Marketing" - account. allowance, S.I. Voronin, Voronezh 2001.

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