Factors shaping demand for products. Demand. Demand factors. Market segmentation analysis

Formation and content of knowledge about the product. Consumer attitude and its main components.

Factors influencing demand. Classification of demand factors.
Along with the state’s social policy, consumer demand is influenced by other social factors, the study of which is necessary for effective trade. These include:

Forms of ownership that dominate in the production and sale of consumer goods and the corresponding forms of distribution of benefits;

Social composition, population structure;

Level of development of culture and educational activities in the field of education and education;

Consumer habits;

Fashion, etc.

Each factor affects demand in its own way. The impact on demand of the social composition of the population affects, in particular, the structure of expenses for the purchase of goods in the families of workers, employees and peasants with the same level of per capita income. The structure of commodity expenses for these families differs significantly. Thus, in the families of workers and employees, the share of expenses for the purchase of food is very large. In peasant families, this share is much smaller. Conversely, the share of expenses for the purchase of non-food products in peasant families is much greater than in the families of workers and office workers.

Demographic factors include:

Number and age and sex composition of the population;

Number, composition and age of families;

Changes in the average size, composition, age of families;

Migration processes, etc.

In this group of factors, the most important is the number of buyers in the market (active and potential). Obviously, an increase in a given territorial market for a given product is equivalent to an increase in demand, and a decrease means a decrease in demand for a given product.

The opposite factor is the number of unemployed, because it reduces the number of real active buyers due to the lack of constant income. This forces them to save on food and basic necessities.

Natural and climatic factors:

Geographical location of the country and its individual regions;

Climate, duration of individual seasons of the year;

Fertile soils, etc.

National historical factors are traditions, customs, living conditions, etc.

Based on the nature of their impact on demand, factors are divided into general and specific. The general ones include those that affect all processes of demand development and the development of demand in any product market (income level, population, goals).

Specific factors are factors that primarily influence the development of demand for individual goods or groups of goods within the framework of the action of general factors (commissioning of residential facilities, computerization of everyday life, specific requirements of individual consumer segments, etc.).

When it is possible to measure impact, factors influencing demand are divided into:

Quantitatively commensurate;

Factors whose impact is either not quantifiable or very difficult to assess and can be assessed indirectly (fashion, consumer preferences);

The development of all factors in the formation of consumer demand and each individually is directly or indirectly related to state policy, thus, the state has a real opportunity to regulate consumer demand.

Targeted activities to create consumer demand involve the joint efforts of many sectors of the national economy under a single socio-economic program. This activity actually manifests itself in a complex of market activities. These include:

Balancing household incomes and commodity prices;

Active and differentiated impact on the consumer and social and educational measures;

Improving the range of goods and increasing their quality under the influence of scientific and technological progress, taking into account the demand of the population;

Further development of marketing-based trade policy instruments.

Demand rationalization is a long-term process; it objectively depends not only on the directions and methods of influence on it by the state, and on general economic conditions, but also on the market activity of trade.

ABOUT relationships are formed as a result of external and internal influences on the consumer, influence and reflect life style. Attitude can be one of the main criteria for market segmentation. For example, for the voter market. Market segmentation is often carried out depending on the positive, negative and neutral attitudes of consumers towards a product, in order to develop an appropriate marketing mix for each of these segments. The attitude of consumers towards health and physical perfection is a significant factor for working in the market of sports equipment and sports activities, medical services and drugs, cigarettes, and dietary products.

Using a relation presupposes its description. Relationships can be described by the following parameters:

assessment focus(positive, negative, neutral);

evaluation intensity- consumers may have a positive attitude towards two brands of watches, but one of the brands is more positive, i.e. give it preference in comparison;

resistance to change- i.e. the ability to change, even to its opposite. Reflects the potential of consumer loyalty to the brand;

- resistance to destruction is the ability to persist over time. Forming and maintaining a favorable attitude towards the product and the company is one of the goals of current activities in the field of marketing communications and public relations, in particular;

- consumer confidence in the correctness of your attitude towards the product. Confidence in the correctness of your attitude is the basis of confident purchasing behavior. Consumers who doubt the correctness of their attitude towards a product cannot rely on their attitude and tend to seek additional information.

For analytical purposes, relationships are considered as consisting of three interrelated components: cognitive, affective and behavioral

The cognitive component of the relationship is the consumer's beliefs about the object. Consumers have several beliefs about most objects in the environment.

The development of consumer demand is influenced by many factors, some of which act towards its reduction. Classification of factors for the formation and development of demand allows trading enterprises to choose the most appropriate option for market behavior that ensures the economic and social effect of the measures taken.

The general classification scheme of factors affecting demand is presented in the figure.

Rice. . Classification of factors for the development of consumer demand

By the nature of their occurrence, all factors in the formation and development of demand are divided into economic, social, demographic, natural-climatic and historical.

Economic factors include economic processes and phenomena of national and regional significance that directly or indirectly influence the amount and structure of consumer demand. These factors include:

The level of development of material production and the degree of social division of labor;

The size of the product offer and its structure (in the context of individual groups of consumer goods);

Cash incomes of the population and their distribution between individual groups of the population;

Level and ratio of prices for consumer goods and services;

The degree of satisfaction of needs through products involved in consumption by non-commodity demand;

The degree of provision of the population with consumer goods and the stock of durable goods in households.

Since demand is formed from different sources (Fig.), its carriers can be divided into two groups:

Families receiving fixed incomes;

Families receiving variable incomes (Fig.).

Rice. . Sources of income generation for the population

The first group includes people whose income does not depend on their level of employment (pensioners, unemployed, disabled people, students and large families). This group also includes the active part of the population working in public sector enterprises. Their work is paid at fixed rates from the state budget. Budgetary organizations include the army, law enforcement agencies, medical institutions, educational institutions, communications, social services, etc.

The second group of families consists of employed workers in production, entrepreneurs and intellectuals employed in the private sector of the economy.

Personal and family incomes of citizens and the state economy are interconnected and interdependent. The structure of a market economy predetermines state intervention in the sphere of income of the population: families of the first group need material support, and the salaries of public sector workers should be based on the minimum level established by the state. At the same time, the withdrawal of part of the monetary income from families of the second group ensures the redistribution of income between various social groups and generates the funds necessary to satisfy common needs (defense, ecology, development of production and infrastructure). An increase in cash income leads to significant changes in consumer demand. Thus, in conditions of economic stability of society, with an increase in the monetary income of families, as a rule, the share of expenses for the purchase of non-food products increases and, accordingly, the share of expenses for the purchase of food products decreases.

The growth of monetary incomes of the population leads to significant shifts not only in the ratio of expenses for the purchase of food and non-food products, but also to changes in the structure within the food and non-food groups of goods. Thus, with an increase in income per family member, the share of expenses for the purchase of meat and meat products, eggs, confectionery, fruits increases, and at the same time the expenses for the purchase of potatoes, bread and bakery products decrease. In the group of non-food products, the share of expenses on electrical goods, cars, furniture, etc. is growing.

Changes in the structure of demand are significantly influenced by the degree of differentiation of incomes of different groups of the population. This is manifested in the fact that groups of families with different levels of per capita income have different patterns of purchases of goods and consumption. Therefore, in the commercial activities of enterprises in the goods market, it is necessary to take into account the demand not of any aggregate, abstract buyer, although this is important, but of well-defined groups of buyers with their interests, requests, intentions and motivations. Each of these groups of buyers forms a certain market segment, which should be targeted by one or another program of commercial actions.

The formation of the volume and structure of consumer demand is also significantly influenced by the level of prices for consumer goods.

If the need for a certain product can be satisfied only through payment for the product, then the size of this payment - the price - affects both the choice of the product purchased and its quantity. Therefore, demand is the quantity of a good that can actually be purchased in a given market at a constant price level.

Demand is one of the sides of the multidimensional process of market pricing. The cause-and-effect dependencies characteristic of it have the form of steadily operating economic market laws.

Thus, there is an inverse relationship between the price and quantity of purchases of a particular consumer product , those. the lower the price of a product, the greater the quantity (all other things being equal) can be purchased, and vice versa. This dependence in economic theory is called the law of demand, which was formulated mathematically in 1838 by A. Cournot. It says: there is an inverse relationship between the price level (p) and the quantity demanded (D).

Di = b (i/p) – all other things being equal

A change in price, without changing the total amount of money used by the population to purchase a particular product, can significantly affect the number of purchased natural units of a given product. Therefore, the dynamics of demand in monetary terms may not coincide with the dynamics of demand in physical terms.

The law of demand expresses:

Inverse relationship between price and purchasing quantity of goods;

A gradual decrease in demand for a given product or service.

The ratio of the growth rate of demand to the growth rate of price is called the coefficient of price elasticity of demand.

The rate of change in consumer demand can be expressed by its derivative:

(DR)" = R"D + RD"

When prices fall, the second term has a negative sign

(DR) " = DR "R - DR" d DR = d DR – d RD

divide both parts by dP and on the right side we will take it out of brackets D:

d DP/ d P = D(ŋ - 1)

Thus, if the elasticity coefficient is greater than one, then a decrease in price entails an increase in consumer demand.

If the elasticity coefficient is equal to one, a decrease in price does not cause an increase in demand, since the positive increase in the latter as a result of an increase in the number of units of goods will be equal to its negative increase associated with a decrease in price.

If the elasticity coefficient is less than one, then a decrease in price will cause a decrease in consumer demand.

Price elasticity of demand is typical primarily for those groups of the population whose income does not fully satisfy the need for these goods. In those population groups whose income fully satisfies the demand for some goods at higher prices, a decrease in prices for them does not lead to an increase in demand for these goods. At the same time, money saved when purchasing goods at reduced prices is used to purchase other goods for which demand has not yet been satisfied. Consequently, the reaction to changes in the price of a product by different groups of the population is different. For some groups this reaction is less pronounced, for others it is stronger.

This largely depends on which group, in terms of the degree of necessity, the product for which the price is changing belongs to. Thus, with an increase in prices for essential goods, the demand for them decreases, but to a much lesser extent than would be the case if prices for less necessary goods increased. This occurs due to the fact that part of the funds previously intended for the purchase of less necessary goods is switched to the purchase of goods needed in the first place.

A significant impact on demand is exerted not only by the price level for a particular product, but also by changes in it for other goods, and, first of all, by the developing price ratios for interchangeable and complementary goods. For example, if prices for a product do not change, but the prices of substitute goods decrease, then consumer demand for such a product may decrease due to an increase in demand for substitute goods for which prices have decreased. A similar result is possible with an uneven decrease in prices for interchangeable goods. In the case of complementary goods, a change in the demand for one of them due to a change in its price will entail a change in the demand for complementary goods, since they are consumed together.

Social factors associated primarily with the social policy of the state aimed at improving the standard of living of the population, the formation of a culture of consumption and aesthetic tastes.

Human economic activity ultimately has the goal not of obtaining monetary income, but of creating material wealth and material conditions for improving living conditions.

Concerted action to improve living conditions is called social policy. Social policy expresses the ultimate goals and results of economic growth. Social policy plays a dual role in the economic system.

On the one hand, with economic growth and accumulation of national wealth, the creation of favorable social conditions for citizens becomes the main goal of economic activity.

On the other hand, social policy is a factor in economic growth. If economic development is not accompanied by an increase in well-being, then people lose the incentive to work effectively. And vice versa, the higher the wealth of society, the higher the demands on people, their knowledge, qualifications, and morality. This, in turn, requires further development of the social sphere.

Along with the state’s social policy, consumer demand is influenced by other social factors, the study of which is necessary for effective trading. These include:

Forms of ownership that dominate in the production and sale of consumer goods and the corresponding forms of distribution of benefits;

Social composition, population structure;

Level of development of culture and educational activities in the field of education and education;

Consumer habits;

Fashion, etc.

Each factor affects demand in its own way. The impact on demand of the social composition of the population affects, in particular, the structure of expenses for the purchase of goods in the families of workers, employees and peasants with the same level of per capita income. The structure of commodity expenses for these families differs significantly. Thus, in the families of workers and employees, the share of expenses for the purchase of food is very large. In peasant families, this share is much smaller. Conversely, the share of expenses for the purchase of non-food products in peasant families is much greater than in the families of workers and office workers.

Demographic factors include:

Number and age and sex composition of the population;

Number, composition and age of families;

Changes in the average size, composition, age of families;

Migration processes, etc.

In this group of factors, the most important is the number of buyers in the market (active and potential). Obviously, an increase in a given territorial market for a given product is equivalent to an increase in demand, and a decrease means a decrease in demand for a given product.

Introduction

Chapter 1 Theoretical aspects of the analysis of factors and forms of influence on a potential consumer

§ 1. Basics of consumer demand formation

§ 2. Theoretical foundations of marketing research

Chapter 2 Implementation of specific forms and factors of influence using the example of the advertised product “Roland JP 8000”

§ 1. Research of the commercial environment of the advertised product “Roland JP 8000”

Conclusion

Introduction

This work is devoted to the topic “Factors and forms of influence on a potential consumer.” The first chapter reveals the theoretical aspects of the main forms and influence factors that are used by various firms to increase the number of their customers, namely:

1. The first paragraph of the first chapter analyzes the factors under the influence of which the consumer makes a purchasing decision and ways to influence this decision, i.e. the basis for the formation of consumer demand;
2. The second paragraph covers the answer to the question of how the magnitude of consumer demand can be identified using marketing research;

In the second chapter, theoretical knowledge is applied to develop a set of marketing activities for a real-life company. Such a company is the Roland Corporation, which is a leading manufacturer of electronic musical instruments for more than 25 years of existence on the market. This company pays special attention to scientific and technological development. Almost all of the company's developments are rare, and many manufacturers of musical equipment copy them. An advertising campaign is being developed for a new product released at the end of 1997 - the Roland JP 8000 synthesizer. The synthesizer uses a new form of signal synthesis called “physical modeling”, the main emphasis is on innovative technologies that allow you to create sound that is indistinguishable from analogue. In order to correctly develop an advertising campaign for this product, the following tasks were solved:

3. The result of the work done is a calendar plan for the advertising campaign, which consistently indicates the time, place, quantity and cost of advertising placed.

The problems of introducing a new product to an actively developing market are common to a large number of companies. Advertising a new product is quite a difficult task. A lot depends on the first entry of a product into the market, and therefore a new product requires a particularly carefully developed and executed advertising campaign, because it is easier not to make mistakes than to correct them later. This work is an attempt to develop the most optimal advertising campaign, which is based on scientific research materials.

Chapter first. Theoretical aspects of the analysis of the main forms and factors of influence on the consumer

§ 1. Basics of formation of consumer demand

The concept of demand, its elasticity

To match the needs of people and organizations for goods and services with their goods and services, purchasing behavior is of great interest.

Demand is determined by the purchasing power of buyers (consumers). Demand is depicted as a graph showing the quantity of a product that consumers are willing and able to buy at some price possible over a certain period of time. It shows the quantity of a product for which (other things being equal) will be demanded at different prices. Demand shows the quantity of a product that consumers will buy at various possible prices.

Any price set by the company, one way or another, will affect the level of demand for the product. The relationship between price and the resulting level of demand is represented by the demand curve (see Fig. 1.1)

The curve shows how much of a good will be sold in the market during a specific period of time at the different prices that can be charged within that period of time. In a normal situation, demand and price are inversely proportional, i.e. the higher the price, the lower the demand. And accordingly, the lower the price, the higher the demand. So, by raising the price from C1 to C2, the firm will sell less of the product. It is likely that budget-constrained consumers, when faced with a choice of alternative products, will buy fewer of those whose prices are too high for them.

Most demand curves tend downward in a straight or curved line, as shown in Figure 7a. However, in cases with prestigious goods, the demand curve sometimes has a positive slope of the type shown in Figure 7b. The perfume company discovered that by raising the price from C1 to C2, it sold more perfume, not less. Consumers considered a higher price to be an indication of higher quality or greater desirability of the perfume. However, if the price is too high (P3), the level of demand turns out to be lower than at price P2. Demand is likely to be less elastic under the following circumstances:

1. there is no or almost no replacement for the product or there are no competitors,
2. buyers do not immediately notice price increases,
3. buyers are slowly changing their purchasing habits and are not in a hurry to look for cheaper goods,
4. buyers believe that the increased price is justified by an increase in the quality of the product, a natural increase in inflation, etc.

Buying behavior model and purchasing decision process

The growth in the size of firms and markets has deprived many marketing managers of direct contact with their customers, so they are increasingly having to resort to consumer research. Recently, companies have been spending a lot of effort on researching the relationships between marketing incentives and consumer response. The key question is: How exactly do consumers respond to the strong incentive marketing techniques that a firm may employ? The starting point for all these efforts is the simple model shown in Fig. . It shows that incentives, marketing and other stimuli penetrate the “black box” of the buyer’s mind and cause certain responses.

In Fig. 1.2 the same model is presented in a more expanded form. In the left rectangle there are two types of motivating factors. Marketing incentives include four elements: product, price, distribution and promotion methods. Other stimuli are composed of the main forces and events in the buyer's environment; economic, scientific, technical, political and cultural environment. Having passed through the "black box" of the buyer's mind, all these stimuli cause a series of observable consumer reactions, represented in the right rectangle: product choice, brand choice, dealer choice, choice of time of purchase, choice of purchase volume.

The task of a market worker is to understand what happens in the “black box” of the consumer’s consciousness between the arrival of stimuli and the manifestation of responses to them. The "black box" itself consists of two parts. The first is the characteristics of the buyer, which have a major influence on how a person perceives and reacts to stimuli. The second part is the process of making a purchasing decision, on which the result depends.

Now it is necessary to consider the stages that the buyer goes through on the way to making a decision to buy and making it. In Fig. Figure 10 shows the five stages that a consumer goes through. From this model it follows that the purchasing process begins long before the act of purchase and sale is completed, and its consequences appear long after the act of purchase.

The buying process begins with the buyer recognizing a problem or need. He feels the difference between his real and desired state. Need can be aroused by internal or external stimuli. At this stage, the market actor needs to identify the circumstances that usually push a person to recognize the problem. It is necessary to find out: a) what specific tangible needs or problems arose, b) what caused their occurrence, c) how they led a person to a specific product.

An anxious consumer may or may not search for more information. If the urge is strong and the product that satisfies it is readily available, the consumer is more likely to make a purchase. If not, then the need may simply be deposited in his memory. In this case, the consumer can either stop searching for information, or search a little more, or engage in active searches. When looking for information, the consumer can turn to the following sources:

• Personal sources (family, friends, acquaintances).
• Commercial sources (advertising, salespeople, packaging, exhibitions).
• Publicly available sources (mass media).
• Sources of empirical experience (touch, study, use of the product)

The relative influence of these sources of information varies depending on the product category and buyer characteristics. Each type of source can have a different impact on the purchasing decision. The most effective are personal sources.

The consumer uses the information to create a set of brands from which the final choice is made. The question is how exactly a choice is made among several alternative brands, how the consumer evaluates the information. To evaluate options, you can identify several basic concepts with the help of which it is accomplished.

First, there is the concept of product properties. Each consumer views any given product as a specific set of properties. Most of all, a person pays attention to the properties that are relevant to his need.

Secondly, the consumer tends to attach different weights to properties that he considers relevant to himself. A distinction can be made between the importance of a property and its distinctiveness, i.e., salience.

Third, consumers tend to create a set of beliefs about brands. A set of beliefs about a particular branded product is known as brand image. Consumer beliefs can range from knowledge of true properties from personal experience to knowledge resulting from selective perception, selective distortion, and selective remembering.

Fourth, it is believed that the consumer attributes a utility function to each property. The utility function describes the degree of expected satisfaction with each individual attribute.

Fifthly, the consumer’s attitude towards branded alternatives develops as a result of his assessment.

The evaluation of options leads to a ranking of the objects in the choice set. The consumer forms the intention to make a purchase, and the most preferred object. Having purchased a product, the consumer will either be satisfied or dissatisfied with it. He will exhibit a number of reactions to the purchase that are of interest to the market operator. The work of a marketer does not end with the act of purchase, but continues into the post-sale period. What determines the degree of consumer satisfaction with a completed purchase? The answer lies in the relationship between consumer expectations and perceived product performance. If the product meets expectations, the consumer is satisfied; if it exceeds them, the consumer is very satisfied; if it does not meet them, the consumer is dissatisfied. The greater the gap between expected and actual performance properties, the greater the consumer dissatisfaction.

§ 2. Theoretical foundations of marketing research

To compare the needs of people and organizations for goods and services with their own goods and services, purchasing behavior of both individual consumers and industrial buyers is of great interest. The behavioral characteristics of large groups of people give direction to any advertising aimed at these groups. Thus, advertising uses behavioral trends to create a fashion or habit in the behavior of a particular consumer. In order to reliably determine these trends, it is necessary to conduct marketing research. Advertising research is the systematic collection and analysis of information whose specific purpose is to facilitate the development or evaluation of advertising strategies, advertisements and advertisements, and mass media advertising campaigns. In essence, this is a type of market research and market activity opportunities, or marketing, such as market research, which is a simple collection of information about a specific market. To develop strategies for working with the media, to select these media and evaluate the results of the work, a separate type of advertising research is used, called media research. This type of research is carried out through a subscription to any publication of syndicate research services (for example, Rosmediamonitoring, Public Opinion Foundation, Comcon-2, etc.), which constantly monitor and publish information on the degree of achievement of the goal and the effectiveness of various mass media.

The line between market research and promotional activities is so vague that it is often difficult to know where market research ends and promotional activities begin. Advertising research includes four stages (see Table 2.1).

Table 2.1 “Main stages of research in advertising”

Classification of marketing research

To generate marketing information, it is important to classify it correctly, as this will help determine effective ways to organize arrays of valuable information and develop rational technological processes for collecting, transmitting and processing information.

A marketing information system (MIS) is an interconnected, ongoing structure that includes people, equipment, and procedures for collecting, processing, and transmitting adequate, timely, and reliable information for use in decision making within a firm's marketing program. The system includes four relatively separate subsystems - internal information, marketing research, current external information, information processing and analysis.

The central element of MIS is marketing research.

Marketing research is the systematic collection, processing and analysis of data about problems related to the marketing of goods and services.

Marketing research (hereinafter referred to as MI) includes two components: market research, otherwise the study of the external commercial environment, and research into the activities of the enterprise itself. These two components can be objects of independent research.

Thus, according to the main areas (or objects of study), MI can be divided into market research and research into the market activity of an enterprise. The first of these components includes the main directions:

1). Analysis of the external commercial environment.

1. Studying consumers, including existing and potential consumers, identifying the system of their preferences, intentions, etc.
2. Study of market segmentation.
3. Analysis of market conditions, including determination of market trends, market capacity, forecast of demand volume, etc.
4. Market competition analysis.
5. Analysis of the enterprise's market position.

2). Analysis of the internal market activity of an enterprise includes the following main areas:

1. Product research.

1. Price research.
2. Product promotion research (in other words, bringing the product to the consumer).
3. Research into the effectiveness of product promotion, including research into the effectiveness of advertising activities.

3). Analysis of the strengths and weaknesses of the enterprise, its problems and opportunities.

According to the degree of coverage of the listed areas, MI can be very different. They can cover the entire set of listed tasks or certain sets of tasks, and can be aimed at solving a separate problem.

According to the regularity of MI, they can be continuous or one-time. Continuous observations are carried out, for example, on the market situation based on information from companies about the progress of product sales, as well as on the basis of published market reviews. Conducting problem research is usually associated with making important decisions for the enterprise (for example, penetrating a new market).

Depending on the characteristics of commodity markets, MI can also have its own specifics. Thus, when researching the market for consumer goods, sample surveys are more often used, and when researching the market for capital goods, it is possible to study the majority of buyers and focus on studying their requirements.

There are certain differences in MI depending on which market is being studied - internal or external.

General procedure for developing MI

The general procedure for conducting MI includes the main stages given in Table. 2.2:

Table 2.2 “Main stages of marketing research”

Below is a brief description of the main stages of MI:

1. Defining a problem is the formulation of the subject of MI. This stage is decisive for all subsequent ones.
2. There are three main general objectives of the study:

The purpose of the research focuses on its final result; tasks form questions that must be answered to realize the objectives of the study. The goal determines the primary orientation of the research. Objectives contain requirements for problem analysis.

1. Here it is necessary to determine the level of detail of the required information, the level of its accuracy and completeness.

The most important methodological tool of research is a hypothesis (scientific assumption about the structure of the objects being studied, about the nature and essence of connections between phenomena). Working hypotheses should be formed after using the available theoretical and empirical information related to the area under study. The formulation of hypotheses precedes the study of reality through observations, experiments, surveys, etc. According to the degree of development and validity, hypotheses are divided into primary and secondary. Primary ones are formed before collecting empirical data. If they are refuted, then secondary hypotheses are put forward in their place. A sample of research is one in which the problem is clearly formulated, concepts are clearly interpreted, and there are one or more general hypotheses that allow the derivation of specific hypotheses and their empirical testing.

1. Depending on the goals and objectives of the study, the state of knowledge about the object being studied, as well as the formulated working hypotheses, in each specific case a MI plan should be developed that determines the content and sequence of operations. There are three variants of the plan: search (reconnaissance), analytical (descriptive) and experimental.

An exploratory research plan is used in cases where there is no clear idea of ​​the problem or object of research. The purpose of the plan is to formulate the problem. The research begins with a general search, during which the problem must be formulated, the main set of research tools must be determined - research methods, the order of their application, the order of tasks to be solved. The search plan involves conducting research in three stages: studying documents, interviewing experts and making observations.

The analytical (descriptive) plan is used in cases where the existing knowledge about the problem allows us to identify the object and formulate a descriptive hypothesis. The purpose of the plan is to test this hypothesis and, if confirmed, obtain qualitative and quantitative characteristics of the object being studied. In this plan, the following set of research tools is used: sample or monographic survey, statistical analysis of the data obtained.

The experimental design is used in cases where existing knowledge about the object allows us to formulate an explanatory hypothesis. The purpose of the plan is to establish cause-and-effect relationships in the object, to reveal not only the structure of the latter, but also the reasons that determine its functioning or development. The most reliable method of achieving this goal is to conduct an experiment.

In actual practice, it rarely happens that one of the three types of plans described exists in its pure form. Sometimes all three types of design are combined in one study: it begins with a search, then comes with the development of descriptive hypotheses, and then follows with an understanding of cause-and-effect relationships through the implementation of an experimental research design.

5. The number and composition of sections of the plan may change, but the collection of two types of data must be provided: primary and secondary. Primary data is an array of information obtained during the research process directly to solve the identified problem. Secondary data includes all information that can be made available to the study at the time the work begins. Accordingly, two terms are used here: desk research and out-of-desk (field) research, the purpose of which is to collect primary data.

Desk research precedes any out-of-desk research. This is due to the fact that the costs of desk research, as a rule, are significantly lower than for field research (information is available and is gradually updated, special collection of new data is not required); There is data that, in principle, cannot be obtained by the company (large sociological studies, forecasts for the development of science and technology, demographic studies, etc.). Desk research often helps clarify objectives during the preliminary analysis process. Internal information is collected before external information.

6. After collecting, systematizing and analyzing secondary information, depending on the results obtained, decisions are made on further research plans. In this case, the following options are possible: a) termination of work (problem solved); b) transition to the next stage of the study.

As a rule, after analyzing secondary information, it becomes necessary to make certain changes and additions not only to the subsequent work program, but also to the research plan as a whole. After this, you can move on to the next stage of work - collecting primary information.

7. Collecting primary information to solve certain problems is the only way to obtain all the information an enterprise needs. Its main advantages include: collection of information for specific purposes (the degree of detail, units of measurement, collection time, etc. are determined, control of the methodology for collecting and processing primary data (high data reliability), availability of all results obtained with sufficient “closedness” them for competitors and the absence of inconsistency in the data obtained, since all information comes from one source.

But off-desk research also has disadvantages: collecting it requires a lot of time and money.

When preparing to collect primary data, it is necessary to obtain answers to a number of questions:

1 – Who collects the data (In-house or through third party specialists)?

2 - What primary information should be collected? Should the type and amount of information required be specified?

3 - Who or what needs to be investigated?

The procedure for selecting research subjects should be determined. Large and dispersed populations are often studied using a sample survey, examining only a portion of the population. This requires determining the type of sample and the required sample size. Methods exist for estimating sample size in terms of cost and precision required, and determining the type of sample.

Using sampling research, you can study, for example, consumer requirements for consumer goods, etc.

The study of goods for industrial and technical purposes is often possible using a comprehensive survey, i.e. study of the entire population or most of it.

4- What data collection methods should be used? There are four main methods of collecting primary data: survey, observation, experiment, simulation.

A survey is a method of obtaining primary information based on an oral or written address to a surveyed population of people (respondents) with questions, the content of which represents the research problem at the empirical level. A survey is the most common method of collecting primary information, especially when studying people's subjective states, opinions and attitudes towards events.

There are two large classes of survey methods: interviews and questionnaires.

An interview is a conversation conducted according to a specific plan, which involves direct contact between the interviewer and the respondent. Interviews are used at different stages of research: firstly, it is used in the early stages of research to clarify hypotheses, objectives, and research methods; secondly, it is used as the main research method with a limited sample, especially when it is necessary to obtain information of a socio-psychological nature; thirdly, interviews are used as an additional method of collecting information to other methods (observation, study of documents), as well as to control data obtained by other research methods.

Questioning is one of the most common types of survey, the main components of which are the researcher, the questionnaire (questionnaire) and the respondent. It is considered a fairly quick and economical type of survey. From the point of view of reliability, one or another type of survey is preferred depending on the goals and characteristics of the study. Thus, it is assumed that a questionnaire that ensures complete anonymity will allow better exploration of topics of great personal significance.

An interview provides deeper and more detailed information about the subjective world of respondents, while questionnaires provide a broad, representative picture. It is advisable to combine a questionnaire and an interview in one study, which increases the reliability of the information.

The choice of method depends on the goals and capabilities of the specific research design.

Observation is the direct recording of events by an eyewitness. It is usually used along with other methods, as well as in cases where the necessary information cannot be obtained by any other means.

An experiment is a type of research where, under controlled conditions, one or more factors change (for example, some element of marketing - from packaging design to advertising media) while everything else remains unchanged. For example, to evaluate the effectiveness of a new advertising method, you can apply it to one type of product, and then compare the sales results of the compared products. The main advantage of the experiment is that it allows you to see cause and effect (for example, new advertising sharply increased sales). The main disadvantages are high delays and the inability to control all parameters of the marketing plan or all the factors influencing it.

Imitation is a computer-based method that recreates the use of various marketing tools in an artificial situation (“on paper”), rather than in real conditions. The method is based on constructing a simulation model. This method is complex, time-consuming and depends significantly on the assumptions underlying the model.

5 - Cost of research. The following should be clearly defined: general and specific costs of the study; time of managers, researchers, technical staff; use of computers, response incentives (if any), interviewer costs, special equipment costs, and marketing costs (such as advertising, for example).

The costs of the research should be compared with the benefits that will be obtained as a result of its implementation.

6- Conditions for collecting primary data. Here you should get answers to the following questions:

How will the data be collected? The personnel required for data collection should be identified, including their capabilities, qualifications and training.

What is the expected duration of data collection?

When and where should information be collected?

8- After completing the collection of primary data, the researcher must systematize and also conduct a preliminary analysis of the data, which includes coding the questionnaires, classifying and counting responses, etc.

9- Analysis of the results consists of evaluating the answers received. Typically carried out using statistical methods related to the problem at hand (especially if questionnaires are analyzed). It is advisable to carry out such analysis jointly by marketers and statisticians.

11- Communicating the research results provides feedback to marketing management who are responsible for using the results.

As noted, this procedure is of a general nature and can be modified taking into account the specifics of the object being studied.

Analysis of the external commercial environment

The study of the external commercial environment includes, first of all, analysis of consumption and market segmentation, assessment of quantitative market characteristics, market analysis and competition research. Let us consider sequentially these problems and methods for their study.

Consumption analysis

Defining a market is first and foremost a description of consumers. The marketing concept gives priority to the consumer; in accordance with this, the needs and requirements of consumers that are supposed to be satisfied are studied at the initial stage.

Let's consider a system of factors influencing consumer behavior.

The listed groups of factors reflect the system of basic characteristics of the consumer.

Group 1 includes: income, property, savings, nature of housekeeping, prices, etc. The main objective of studying these factors is to establish how various preconditions and conditions of consumption promote (or hinder) consumer behavior; How developed are the capabilities and conditions of different groups of the population; what trends of further changes in conditions can be expected.

2nd group. Here, formed consumer behavior is assessed for various groups of goods: activity, development, rhythm and other characteristics of consumer behavior are assessed.

3rd group. The study of situational consumer orientations helps to measure consumers' assessments and opinions about the level of satisfaction of their needs, tastes, preferences, etc.

4th group. Identification of consumer inclinations, habits, orientation, including finding out what stylistic qualities of goods consumers pay attention to when choosing and purchasing goods.

5 group. The study of past experience is based on measuring the level and structure of consumption in past consumer behavior, i.e. the nature of the changes taking place and the dynamics of consumer behavior are revealed.

6 group. Clarification of possibilities for changes in consumption, including expected volumes and structure of consumption, as well as desired and preferred goods and services.

7th group. Includes age, gender and other similar characteristics.

1. group. Covers factors such as social status, education, nationality, marital status, family composition and age, scope of work and its nature.

Groups 7 and 8 serve as the main ones for typology of consumers.

So, the main tasks of studying consumers are: determining the general characteristics of consumers (i.e., characteristics that can be used as the basis for typology); studying needs, including unsatisfied ones, studying consumer requirements for a product and its characteristics (including marketing ones), studying the reasons for low demand, studying motives and purchase intentions; determination of consumer preferences of goods and their characteristics; product positioning based on identified consumer preferences; consumer segmentation.

Needs research can be done in different ways. For example, consumers are asked to fill out a verbal protocol in which they record information about how they buy and use products, what their desires and evaluations are.

Some firms prefer qualitative structural methods. For example, from a set of products, consumers are asked to choose the two products they believe are most similar and indicate the reason for the similarity. Next, they are asked to choose the two most dissimilar and indicate the reason for their dissimilarity. The process continues until all products are divided into similar and dissimilar.

Purchasing motive research

Studying purchasing motives helps a company solve the following problems:

1) Identification of the reasons for low (insufficient) demand for the company’s products.

2) Ways to increase demand for the company’s products;

3) Positioning of your products and companies’ products;

4) Segmentation of the consumer market and selection of “your” target market or checking the correctness of the choice of the target segment, if this choice was made without researching consumer motives.

5) Development of a new product.

Let's consider the procedure for studying the motivation of consumer behavior in order to identify the reasons for low demand for the company's products.

The research carried out by the company (or a third party) to solve this problem can be represented as a sequence of the following steps

Stages of research aimed at identifying the reasons for low demand for the company's products

Creating a profile-1

Sampling –1, 2

Conducting a sample survey - 3

Formation of a list of factors – 4

Identification of factors that do not satisfy consumers in a company's product

taking into account the significance of this factor

1. Questionnaire - 1 is created to identify the main factors that the consumer focuses on when choosing a product. The question can be formulated as follows: “What do you focus on when choosing a product?” or “What qualities (properties) of a product play a role for you when choosing?”

2. It is advisable to ask active buyers of the market for valuable products to fill out Questionnaire 1.

Actions 1, 2, 3 are optional. The researcher can independently generate a list of factors, however, in this case, there is a possibility that some significant factors will be missed.

3. Based on the data obtained, a list of factors influencing the purchase is formed (it includes those factors that were named by the majority of respondents plus those that the researcher deems necessary to include).

4. In questionnaire 2, respondents are asked to rank factors according to the degree of significance (importance) when choosing, or to rate them in points on a scale.

5 points – “very important”

4 points - “important”……………0 points “unimportant” or on any other scale

5. Survey 2 (like survey 3) should be conducted among former, current and potential buyers of the branded product.

Of particular interest are the profiles of former and potential buyers.

In the case of a limited number of buyers (for example, in the market for industrial goods, where the number of buyers is much smaller than in the market for consumer goods), it is possible to conduct a continuous survey.

6. A survey, as you know, can be carried out in different forms: telephone interviews, questionnaires by mail, personal interviews. The choice of survey method depends on the specific study and the scope of the study and the capabilities of the researcher.

7. The formation of a group expert assessment is understood as the process of obtaining the processing of individual expert assessments (questionnaires) to obtain a single assessment, which should be fairly well consistent with individual expert assessments and can be considered as their generalization. It is necessary to evaluate the consistency of individual expert assessments, because with their low consistency, group assessment has no real meaning.

8. The purpose of the questionnaire – 3 – is to identify the image of a branded product in the eyes of buyers. The questionnaire offers a list of factors (formed into 4, as well as any other factors at the discretion of the researchers). Respondents are asked to rate them in points.

9. Similar to point 5

1. Similar to point 6
2. Similar to point 7
3. The results of the survey - P and the survey - Sh are compared and the most significant factors that do not satisfy consumers in the company's product are identified.

You can combine the questionnaire – P and the questionnaire – Ш and conduct a single survey.

EXAMPLE 1: In 1993, due to difficulties with the sale of products, the Board of Directors of Odyssey-RTI JSC conducted marketing research on the linoleum market in Russia.

The following segments of potential consumers of linoleum such as “Listopol”, “Politex” and “Relin-V” produced by Odyssey-RTI JSC were identified: budgetary industries (health care, communications, military units); construction organizations; intermediaries (both sectoral and regional), industry.

A questionnaire was developed, including questions about the consumer properties of Odyssey-RTI linoleum.

The sample covered the entire population of aggregated consumers - a total of 150 respondents. The return was 35%, which made it possible to characterize with a sufficient degree of accuracy the main trends and processes occurring in the linoleum market in Russia.

Table 2.3 “Relative importance of various consumer properties of linoleum in an industry context”

Among the surveyed consumers of flooring, 31.25% were those who had previously purchased products manufactured by Odyssey-RTI JSC. They were asked to rate ten consumer properties of the floor covering they were using. The assessment was made on a four-point scale: 0 - difficult to answer, 1 - bad, 2 - satisfactory, 3 - good. Its results are presented in table. 2.4.

Table 2.4 “Assessment of consumer properties of flooring”

Positioning of your products and those of competing companies based on identified consumer preferences.

It is carried out to identify the strengths of a product or to select a direction for research when developing a new product.

The general design of the study can be the same as when studying the reasons for low demand, except pp. 9-12.

1. - a survey is carried out not only to identify the image of a competing product.

11. The group assessment is formed separately for each competing product.

1. So-called “positional maps” can be constructed (for clarity, these maps are built based on a pair of properties). It is useful to build such maps according to the properties that are most important to the consumer. This will reveal the advantages of the company's product. These maps will not reflect the actual properties of the goods, but the perception of these properties by consumers, i.e. this is a subjective assessment. If you wish and have information about objective characteristics, you can build such maps using objective information. Knowing the “strengths” of your product (those properties that are important to consumers and which are highly valued in your product), it is easier to create advertising and develop an assortment policy.

In the case where consumer preferences are unknown (it is not clear to the manufacturer in which direction the product should be improved), an additional survey can be conducted by asking consumers to describe (evaluate for the same reasons and on the same scales as in 9.-11.) the “ideal goods", i.e. a product that a consumer would buy. If the consistency of consumer responses is very low, then you can segment by some attribute, achieving higher consistency in each individual segment.

If it was decided not to conduct segmentation, then all the opinions of surveyed consumers can be plotted on a positional map and thus it is possible to identify consumer dissatisfaction with the qualities of existing product brands and either improve your product in this direction (if possible), or try to create a new product focused on this unmet demand.

Example: A study of the copier market was conducted in Novosibirsk.

Respondents were asked to rate on a five-point scale the degree of importance of 16 criteria for consumer choice. Based on the responses, the following estimates were identified (Table 2.3).

Average ratings of the degree of importance of characteristics when purchasing a copy machine (0 - not at all important, 5 - very important)

Table 2.5 “The importance of characteristics when purchasing a copier”

Ratings of various characteristics are differentiated from 1.85 to 5, but clearly the most significant characteristics that received ratings of more than 4.5 are: cost of copy, price, quality, reliability, availability of warranty service, availability of consumables and ease of use. Consequently, these characteristics can be used for a comparative assessment of copier models on the market (positioning criteria).

Respondents were asked to rate such characteristics as ease of use and reliability in relation to the devices used in their organizations on a scale of “High, medium, low.” Based on these data and available information on individual brands of copiers, positional maps were constructed.

Studying purchase intentions

In this area of ​​research, two main approaches can be distinguished: 1 – determining the volume of future purchases of individual goods based on surveys about absolute volumes; 2 - development of special indices of consumer propensity to purchase goods. Work in the field of the first direction was carried out in the West back in the 40s, but they encountered a number of difficulties, including the fact that buyers are not always willing to communicate their intentions, do not always clearly understand their needs, and do not always follow their intentions .

The work in the 2nd direction was based on ideas about the determining role of psychological factors in the formation of consumer behavior. Currently, in the United States, surveys on purchase intentions for durable goods (which are the main subject of research) are conducted regularly and cover hundreds of households. Each questionnaire includes about 40 questions in 3 areas: personal income, economic conditions, conditions for making purchases. Based on surveys, researchers seek to obtain estimates not of the absolute level of consumer intentions for a certain period, but rather estimates of the directions of their change. At the same time, the task is to determine the causes of changes, as well as the directions of influence on consumer behavior.

Market segmentation analysis

Market segmentation is one of the most important marketing concepts, which refers to the division of the market into groups of buyers, each of which may require separate products and / or marketing complexes (strategies). Through the policy of market segmentation, one of the most important principles of marketing is put into practice - consumer orientation.

Market segmentation analysis consists of the need to identify the most important features of each consumer group in order to subsequently, at this stage of strategy development, orient its policies to meet specific requirements. At the same time, segmentation allows you to identify the most preferable markets for an enterprise and their segments.

The following segmentation features can be used:

Geographical, on the basis of which the identification of consumer segments is carried out within certain territories and their characteristics: population size and density, the transport network of the region, the structure of commercial activities in the region, the level of competition, the level and nature of demand for the company’s goods in the region, accessibility of the media, administrative and economic barriers, the size of consumer enterprises, the economic situation in the region, the presence of unsatisfied demand for the product.

For example, consumer regions can be grouped according to the last characteristic:

a) regions with a favorable economic situation;

b) – with unfavorable.

Another example is the identification of segments based on the level of demand: a) markets with a high level of demand; b) – with moderate; c) - with low. This kind of grouping was proposed to be done at the stage of priority analysis. Markets grouped into such groups (if such groups can be distinguished) require a different approach in terms of the use of specific marketing means:

Socio-demographic characteristics: gender, age, family size, income level, professional affiliation, education, etc.

Behavioral characteristics of consumers: degree of product use, consumption motives, speed of adaptation to new products, customer commitment to certain trading companies, reaction to prices and advertising policies.

These two groups of characteristics are more consistent with the segmentation of consumer goods, although some of these characteristics can also be used for industrial goods. There are also other signs of segmentation, for example, “psychographic”, etc.

Segmentation is not an end in itself. Its main task is to answer the question: can stable groups of consumers of a given product be identified? If such groups are not clearly identified, then the company’s activities can be focused on all buyers of a given product (the so-called mass marketing strategy).

If these groups (segments) are clearly revealed during the analysis, then the enterprise faces a choice: all segments, a certain combination of them, or a separate segment (differentiated or concentrated marketing strategy). Selecting a segment in practice means adapting to the specific needs of a given group of consumers.

The segmentation procedure includes the following main steps:

1. Determination of the main characteristics of consumers and their requirements regarding the type and volume of goods or services that the enterprise offers.

2. Based on the information received, an analysis of the similarities and differences of consumers according to selected characteristics is carried out. As a result, the most significant segmentation features are selected.

3. “Profiles” of consumer groups are being developed. Profiles define market segments by grouping together consumers with similar characteristics and needs and separating them from consumers with different characteristics and needs.

4. The selection of consumer segment (segments) is carried out in the same way as it is done at the stage of preliminary analysis.

Stages 1-4 relate to marketing research tasks.

The next stage of segmentation relates directly to the formation of a strategy.

5. At the stage of strategy formation, one of the directions is the choice of actions regarding the identified market segments, namely, the decision on the strategy of undifferentiated, differentiated or concentrated marketing.

Some “basic” segmentation methods can be identified. The most important of them is consumer cluster analysis (taxonomy). Consumer clusters are formed into a group of those who give similar answers to the questions asked. Buyers can be grouped into a cluster if they have similar age, income, habits, etc. Similarity between buyers is based on different measures, but often the weighted sum of the squared differences between buyers' responses to a question is used as a measure of similarity.

Consumer segmentation based on cluster analysis is a “classical” method. At the same time, methods of market segmentation appeared based on the so-called “product segmentation” or market segmentation according to product parameters. The latter is especially important when releasing and marketing new products. Product segmentation, based on the study of long-term market trends, is of particular importance. The process of developing and producing a new product and completing large investment programs requires a fairly long period, and the correctness of the results of market analysis and assessment of its capacity is especially important here. In conditions of working on the traditional market of standard products, calculation of its capacity can be carried out by using the market summation method. In modern conditions, in order to increase its competitiveness and correctly determine the market capacity, it is not enough for an enterprise to carry out market segmentation in one direction - defining consumer groups according to some criteria. As part of integrated marketing, it is also necessary to segment the product itself according to the most important parameters for its promotion on the market.

Advertising research is used to develop strategies and test concepts. The research results help formulate the concept of the product, select the target market and develop the main elements of the advertising message.

Promotional programs are significantly influenced by the marketing plan, which allows for the analysis, criticism and optimization of all campaign activities, including previous marketing and advertising programs, and also suggests the future role of advertising in the complex market activity. It identifies those activities that will require advertising support and those promotional activities for which marketing support will be needed. Also, the marketing plan determines the focus and direction of the creative development of advertising, preventing creative impulses from derailing the mainstream; it improves the execution, control and consistency of advertising programs and ensures optimal allocation of advertising funds.

Sales planning is a continuous process that begins with the consumer and ends with him. The research determines the needs and sizes of various market groups. Potentially profitable market segments are selected. Corporate goals are formulated, which in turn determine production, financing and marketing goals. To achieve these goals, various strategies are developed, targeting specific market segments. Finally, through research, the success or failure of the implemented marketing plan is assessed, based on which ways to improve the activity are suggested, after which the process is repeated from the beginning.

To successfully conduct a promotion campaign, you need to answer the following questions:

1.Who? Who are your customers now and in the future? They must segment the market correctly in order to accurately represent who the advertising is aimed at.

2.For what? What are you trying to achieve? Increase in sales? New product introductions? Maintaining or gaining market share? Create an image for yourself or maintain it.

4.What? What are the specifics of the product (service) that you are trying to promote to the market. What makes its sale unique?

5.Where? Which media is most suitable for your advertising campaign.

How should time be spent when planning promotion?

1) Setting goals

2) Establishing responsibility

3) Setting a budget

4) Theme development

8) Analysis of joint efforts

9) Evaluation of the result obtained

(success/failure)

Setting Goals

The hierarchy of advertising goals can be visualized using a pyramid, each subsequent level of which is smaller than the previous one. Before a new product is introduced to the market, buyers naturally do not know anything about it, therefore the first task of advertising is to lay the foundation of the pyramid by introducing a certain part of potential buyers. The next level of the pyramid is the assimilation of information not only about the existence of a product, but also about its purpose and some properties. Next, advertising must convince a certain number of people of the value of the product offered (conviction level). From those who are convinced of the usefulness of the product, some will move to the next level - among those who want to have this product. And only a very small percentage of the initial number of potential consumers will reach the action level and go to the store to buy the product.

Once a certain percentage of buyers have made a purchase decision, a new advertising objective can be introduced: to encourage repeat product experience. As the number of purchasers and repeat purchasers increases, the model undergoes changes. At the top of the old pyramid, a new one is built, representing the growing number of people who have joined the pyramid's action level due to the acquired habit of repeating purchases. This model helps to understand, by representing people at different levels of the pyramid, what our communication needs are, what goals we can achieve and in what way. Thus, in relation to new products, the main goal will be to achieve awareness. In relation to the well-known - creating attractiveness. For well-known and reputable products, it is most appropriate to use advertising that encourages reuse of the product and encourages action.

Informative advertising. Telling the market about a new product or about new possible uses of an existing product. In addition, information about price changes, new services provided, dispelling doubts and fears of the consumer, and shaping the image of the company.

This type of advertising mainly prevails when introducing a product to the market, when it is necessary to create its primary image. For example, skim butter manufacturers first educate consumers about the health benefits, taste, and numerous uses of the product.

Persuasive advertising. Forms a preference for a brand, strives to switch from competitors’ brands to one’s own. Changes the consumer's perception of the properties of the product, seeks to induce him to make a purchase without delay or to accept the salesman. Persuasive advertising takes on special significance at the growth stage, when the task is to create selective demand. It seeks to establish the advantages of one brand by specifically comparing it with other brands in a given product class. So-called comparative advertising is used in such product categories as, for example, detergents (for example, “Safe Guard” soap, “Blend a med” toothpaste). This also includes advertising for Duracell batteries, Bridge Stone car tires, etc.

Reminiscent advertising. Reminds consumers that the product may be useful to them in the near future, informs them where it can be purchased, and keeps the product in mind during the off-season. For example, advertising a store selling sheepskin coats in late summer - early autumn. This type of advertising is extremely important at the maturity stage so that the consumer does not forget about the product. PepsiCo's TV commercials simply aim to remind people about the drink and inform or persuade them. Next to it there is also supporting advertising, which seeks to assure the buyer of the correctness of the choice made. Quite often, celebrities from posters or television screens admire some product or the peculiarity of its use (D. Malikov in an advertisement for “Head & Shoulders” shampoo or N. Fomenko, advertising “Vist-1000” computers).

Advertising as the main element of stimulation. It is an effective way to reach a wide geographical coverage of the population, while requiring low costs per advertising contact. While TV advertising, as mentioned earlier, may require large budgets, newspaper advertising requires much less.

Establishing responsibility

Once goals have been established, in advertising, as elsewhere, accountability must be established. Who exactly will be involved in the advertising campaign; a division of a company or an independent advertising agency. Although it often happens that in addition to its own advertising departments, a company uses the services of external advertising agencies, different ones for each product group.

Setting a Budget

Public relations and information materials

Photos

Sponsorship activities

Holding open days, etc.

Postage

Donations

Membership (Societies, Chambers of Commerce)

Printing and design services

Media placement

Photographs, graphics, design, typist services

Printing services

Correspondence

Postal catalogs

Payment for television and radio studios, services of presenters and actors

The cost of advertising should be assessed in two ways. First, the total cost of a particular product is determined (for example, about $5 thousand for a multi-color, full-page ad in a magazine); secondly, the cost per reader or viewer (usually per 1000 people, but for newspapers per million).

Radio

A television

Newspapers

Price lists

"Yellow Pages"

Specialized directories (regional, seasonal, Chambers of Commerce publications)

Trade or production directories

Business cards of your sellers

“Direct mail”

Notices

Sales flyers

Post cards

Public relations

Press release

Articles in newspapers and magazines

Open days

Business meetings

Interview

Sponsorship

Conducting seminars

Membership in clubs, etc.

Telemarketing

Telephone marketing

Questionnaires

Provision of services: response to customer complaints; Special offers

From sale to sale

Presentation material

Personal letters

Client offers

Personal training for sellers

Promotion

Providing discounts

Coupons (discounts)

Matchboxes, keychains, lighters, etc.

Information pages

Sales points

Store equipment and design

Lighting

Other types of promotion

Flyers

Handouts

Balloons

“Display clamshell”

For an advertiser, the task of choosing a means of distributing his advertising message is very important. To do this, he needs to decide how wide the coverage his advertising should have, how often it should appear, choose the main means of its distribution depending on their cost, etc. These criteria are listed below in full.

Reach means how many people per contact will be able to see the advertising message. For television and radio, for example, this is the total number of television viewers (listeners) who encounter an advertising message. For printed products, reach includes two components - circulation and transmission rate (how many times each copy reaches a new reader). For example, one copy of the newspaper “Extra M” is read by approximately 5 people. In addition, the transmission rate for magazines is much higher than that of daily newspapers.

Occurrence frequency determines how many times the average representative of the target audience should encounter advertising. It is greatest for newspapers, radio and television, where advertisements appear daily. The lowest frequency is found in telephone directories, any outdoor advertising, magazines and Direct Mail. It should also be remembered that information in special telephone directories can be placed or changed only once a year.

Impact force advertising contact depends on the selected distribution channel. For example, a radio ad is less impressive than a TV spot, and different magazines, for example, may have different degrees of impact. It is highest in television, since it is able to combine sound, color, movement and other factors. This indicator is also significant for journals in general. Some newspapers, such as Speed-Info, specifically improve their printing technology in order to print color photographs and increase their exposure.

Message persistence measures how often a given advertisement is seen and how memorable it is. A large number of people see outdoor advertising, roadside advertisements and telephone directories; magazines are retained by consumers for a long time, while advertisements on radio and television last on average about 30 seconds.

Occupancy characterizes the number of advertisements contained in one program, one page, one publication, etc. If a lot of advertisements are given, then the occupancy is very high. Television is often criticized for playing very short commercials over and over again. Since 1967, the number of commercials on television has tripled.

Submission deadline- this is the period for which an information source can place an advertisement. It is smallest for newspapers and largest for magazines and telephone directories. Its duration indicates how many weeks or months a company must plan ahead for its advertising campaign and face the possibility of the wrong messages appearing in an ever-changing environment. In popular television programs, the presentation period may also be long due to the limited number of advertisements broadcast.

A useless audience is that part of the audience to which the advertising campaign is not aimed. Due to the fact that advertising efforts are aimed at mass audiences, this is a very significant factor. For example, in a magazine for amateur gardeners, the company placed an advertisement for garden houses, having determined through marketing research that about 500 thousand readers are interested in such buildings, and 150 thousand are not. Accordingly, the cost of such an advertisement will be equal to:

In order to correctly solve the problems assigned to advertising, its developers use different methods. Many ideas come from conversations with consumers, distributors and retailers. An advertising campaign for Schlitz beer under the motto “When you don’t have Schlitz, you don’t have beer” arose after an advertising agency employee accidentally heard this phrase in a Pivbar: one of the clients said it to the bartender in response to a message that “ There is no slot.

Some creatives try to imagine what type of reward - rational, sensitive social satisfaction or self-gratification - customers expect to receive in the form of an experience. Typically, many different types of advertising messages combine reward types with experience types. First of all, the appeal must tell the consumer something desirable or interesting about the product, and besides this, something interesting and special that distinguishes this brand from others. It must be plausible and provable. The impact of an address depends not only on what is said, but also on how it is said. Circulation may be critical in product categories such as detergents, cigarettes, coffee and beer. Since these products are similar, it is the circulation that makes it possible to distinguish the necessary brands from many others. In addition, the advertiser needs the message to attract the attention of the target audience.

At the beginning, the advertiser provides a task for developing the text of the future advertisement, which stipulates its main points (objectives, content, argumentation). After this, professionals will have to find the style, the necessary words, tone and form of embodiment of the appeal.

Any address can have different styles.

1.Sketching from life. This could be, for example, a prosperous family in a real home environment expressing satisfaction with a new vacuum cleaner.

2.Emphasis on lifestyle. Emphasis is placed on a certain lifestyle. You can give an example of an advertisement for “Harley Davidson” perfume - the Spirit of Freedom.

3.Fantasy setting. (Welcome to the world of Wispa. A world of beauty, romance and happiness).

4.Creating a mood or image. For example, advertising for Dove, Hershey’s chocolates (There are moments filled with tenderness and love), “Bounty” (heavenly pleasure).

5.Musical Several people or characters sing a song about a product, as in the Coca-Cola commercial.

6.Use of a symbolic character. (Marlboro Cowboy, Rabbit in the Nesquik drink advertisement).

7.Emphasis on technical or professional experience. For example, a cosmetologist in an advertisement for Lux soap, or a dentist in an advertisement for Blend a Med.

8.Use of scientific data. Like, for example, the “Safe Guard” soap advertising campaign.

9.Use of evidence in favor of the product. When a product, as mentioned above, is advertised by celebrities or ordinary people declaring how much they like it.

At the same time, a suitable tone must be selected. Philips advertises in a positive tone, with sometimes a slight touch of “coolness”. Some companies use humor in their advertising campaigns, while others rely on the “solidity” of advertising.

Chapter two. Implementation of specific forms and factors of influence using the example of the advertised product “Roland JP 8000”

§ 1. Marketing research of the external commercial environment

Company information

Roland Corporation is a leading manufacturer of electronic musical instruments. It has been on the market for more than 25 years. Pays special attention to scientific and technological development. About 60% of the latest developments used in synthesizers belong to this corporation. In terms of sales volume, Roland occupies a leading position in the professional musical equipment market. Almost all of the company's developments are rare, and many manufacturers of musical equipment copy them.

Manufactures the following products: digital pianos and organs, synthesizers, electronic percussion, samplers, recording equipment, multimedia products and various accessories, guitars.

Product Information: Roland JP 8000 Synthesizer

The synthesizer uses a new form of signal synthesis called “physical modeling” (the process of processing basic forms of sound waves with a built-in processor, i.e. reproducing mathematical models of various forms of harmonic oscillations). The main emphasis is on sound quality, which has much in common with real analog synthesizers.

The product was developed in 1997. From the point of view of the product life cycle theory, it is at the stage of introduction to the market. In this regard, product advertising should emphasize its novelty and the use of advanced technologies.

Formulation of the problem

When entering the market with a new product, the company must decide when, where, to whom and how to offer it.

1) WHEN. The first step is to decide on the timeliness of releasing a new product to the market. Situations such as an economic downturn, an unfavorable situation in the industry, or the irrelevance of a given development at the moment may be critical for the release of new products.

3) TO WHOM. In a group of successively developed markets, the firm must select and focus its main sales promotion efforts. It is necessary to select the most important market segments and ways to attract them.

4) HOW. The company must develop an action plan for the consistent introduction of a new product to the markets.

Market research

The second half of the 90s saw major changes in the world of synthesizers. In the beginning, it was expressed in a rise in interest in old models of synthesizers, especially those released in the 70s. “Minimoog” has again become necessary for every keyboard player, and prices for it have increased several times. Manufacturers initially ignored this movement, considering it a temporary fashion zigzag, but the duration and size of demand for old models reached such magnitudes that it was no longer possible to ignore them. At the same time, sample playback technology received a blow not only from the past, analog synthesis, but also from the future - physical modeling. Instruments of this type are capable of providing effective, expressive solo performance, while placing increased demands on the performer’s preparation. As a result, recent keyboard instruments offer more possibilities for solo performance, both expressive sounds that respond well to the player's individual style and a variety of real-time controls.

Today on the EMR market, in particular synthesizers, there are the following models that use the principle of physical sound modeling (in the price category from $1,500 to $2,500):

Peavey DMP SI ($2,218);

Kawai K 5000 S ($1,736);

Korg Z 1 ($2,220);

Nord Lead ($2,500);

Roland JP 8000 ($1,695).

Additionally, the older-generation Ensoniq KT 88 ($2,195) synthesizer, which uses sample playback, can be added to this comparison group.

In total there are about forty music stores in Moscow, and only 10 of them have the above instruments in their assortment: A&T Trade (Ensoniq KT 88, Korg Z 1), A-PRO (Ensoniq KT 88, Korg Z 1, Roland JP 8000), Invask ( Korg Z 1, Roland JP 8000), Petroshop (Peavey DMP SI, Roland JP 8000), D.M.S. (Roland JP 8000), ART Technology (Ensoniq KT 88, Roland JP 8000), Grand Mystery (Kawai K 5000 S). All stores are distributors.

Roland Corporation has a fairly developed sales network, unlike its competitors.

Thus, we can draw the following conclusion. This product has many valuable qualities that contribute to product promotion: its technical characteristics meet the latest market requirements, the price is slightly lower than that of competitors, and there is a well-organized sales network.

Market segmentation analysis

The market for musical instruments can rightfully be classified as a business market. The specificity of business markets is that products sold in business markets are often intended for resale to a general buyer. The same criteria can be used for segmentation as for the consumer market. However, business markets also have their own distinctive features. They can be classified according to the Standard Industrial Classification (USA), they can be concentrated in a particular geographic area, and they have a relatively small number of buyers. The market for musical instruments is largely concentrated in large cities: Moscow, St. Petersburg, Novosibirsk, Kaliningrad, Krasnoyarsk, Kharkov, etc. According to statistics, 63% of the market for electronic musical instruments is concentrated in Moscow and St. Petersburg. In this regard, it seems advisable to focus specifically on these markets.

In addition, segmentation of business markets can be done from the point of view of sales policy. Then all consumers can be divided into three levels:

The third level is dealers (the largest intermediary firms). The third level in this particular case is defined quite clearly: the official distributors of the Roland corporation are the stores Petroshop, Invask, A-PRO, D. M. S.", "ART Technology".

The process of evaluating new products and purchasing professional equipment is much more complex and less flexible than that existing in the consumer market. The purchasing decision process can take weeks, months, or even years. In this case, trading and intermediary companies are chosen as direct buyers, where the purchase decision can be quickly made.

Now let's move on to segmenting end buyers who are direct users of EMR. This segmentation is most important for product positioning and requires more detailed consideration. The market of consumers of musical instruments of the class under study mainly consists of professional musicians who have reached a certain level of fame. The main criteria for segmentation can be the popularity of musical groups, as well as the style in which these groups work. Traditional segmentation criteria (age, gender, social status, marital status) are not decisive. Segmentation is presented in table. 2.1

Table 2.1 “Segmentation of end consumers of EMR”

This segmentation is quite arbitrary and to clarify the concepts it is necessary to provide the following explanations.

Pop music was defined as easy to understand and popular among the people. The vast majority of Russian musical groups can be attributed specifically to this segment. This type of music is distinguished by fairly simple arrangements, low (in most cases) sound quality, and the absence of complex synthesized sounds.

Pop electronics is a musical direction created in the late 1970s. This direction combines new electronic and computer technologies with the ease of perception of pop music, using musical styles such as rave, happy hardcore (Roman Ryabtsev), lollipoptechno (Russian Size), dream house (DJ Groove), house ( "New Composers"), etc.

According to this classification, electronic music of the new direction (1992-1993) includes all electronic groups playing in the following styles: electronic minimalism (“Kinds of Fish”), jungle (“Barbitura”), trip-hop, tech-step, goa trance (“Radiotrance”), hardcore, electronics (“Ministry of Psychedelics”), etc. This segment, although the smallest of all three, is the consumer of almost 70% of all analog synthesizers. In view of this, it is advisable to make him your main addressee. In Russia, there are still quite a few musical groups working in this direction. However, the development of the new trend is proceeding at a fairly rapid pace, which allows us to predict a growing wave of demand for EMR of the Roland JP 8000 type.

Based on the market segmentation carried out, we can conclude that the main buyers of the synthesizer will be electronic groups of a new direction with medium and high popularity, the second most important target segment is electronic pop groups with medium and high popularity.

Purchasing motive research

Marketing research was conducted to determine the segments of potential consumers of EMI (electronic musical instruments) such as Alesis QS-8, Ensoniq KT-88, Peavey DMP SI, Kawai K 5000 S, as well as to find out the preferences of consumers of this class of EMI. The above instruments are the main competitors of Roland.

For the research, interviews were used as a survey method for collecting primary information, as well as an expert assessment method. The experts were employees of large stores selling musical instruments “Petroshop”, “Invask”, “A-PRO”, “D. M.S., ART Technology, which are official distributors of Roland.

Table 2.2 “Consumer assessment of the target segments of the parameters of the studied synthesizers”

The table presents the relative importance of various consumer properties of EMR, in particular synthesizers, for segmented sections of the consumer market.

Positioning of the Roland JP 8000 synthesizer and products of competing companies based on identified consumer preferences

We will compile a summary table of the technical characteristics of the studied EMRs, based on the company’s materials.

Table 2.3 “Technical characteristics of the instruments under study”

The table shows the exact technical characteristics of the EMU. But they cannot help in analyzing the market situation. It is necessary to compile a table of expert estimates of these technical values. Moreover, the experts in this case will be the most highly qualified users, such as studio sound engineers, since there are no independent professional appraisers of audio equipment in our country yet. To conduct this study, sound engineers from ten leading studios in Moscow were interviewed. Their responses were processed accordingly, the average of their scores was calculated and the results were tabulated.

Table 2.4 “Expert assessment of the technical characteristics of EMU”

In order to make the research results more visual, positional maps should be drawn up. The difficulty lies in the correct selection of positioning criteria. The classic approach involves constructing a positional map with the dependence of only two criteria, for example, price/reliability or price/sound density. But a consumer's decision-making is almost always influenced by a combination of factors represented by a given tool. Then it is advisable to divide all the characteristics of the tool into two groups, which can be roughly called as follows:

1. sound quality;
2. specifications.

The first group includes all instrument parameters that in one way or another affect the final sound, namely: sound density, synthesis quality, accuracy of imitation of live and electronic instruments, effects. The second group includes the actual technical characteristics that are not directly related to sound quality, namely: multitimbral, polyphony, number of outputs, compatibility with the GM/GS format, reliability, keyboard, ease of use, additional features, and brand recognition. Based on these criteria, positional maps 1 and 2, presented below, were compiled.

Based on the market research conducted, a methodology for promoting the product is planned, a product concept is formulated, realistic goals are set for the advertising campaign, the time and place of the advertising campaign are selected, marketing means of attracting potential consumers, specific media, and an advertising message is formulated taking into account the target group. and a promotional plan is drawn up.

This product has many valuable qualities that contribute to product promotion: its technical characteristics meet the latest market requirements, the price is slightly lower than that of competitors, and there is a well-organized sales network.

Product concept

The development of the JP 8000 synthesizer is a response to the growing market demand for live synthesizers. This instrument combines analog sound and analog type of adjustment and control. The synthesizer uses a new form of signal synthesis called “physical modeling” (the process of processing basic forms of sound waves with a built-in processor, i.e. reproducing mathematical models of various forms of harmonic oscillations). The main emphasis is on sound quality.

Selecting the target audience

Based on the market segmentation carried out, we can conclude that the main buyers of the synthesizer will be electronic groups of a new direction, with medium and high popularity; The second most important target segment is electronic pop groups with medium and high popularity.

From the point of view of sales policy, all consumers can be divided into three levels:

The first level is end consumers (musical groups, sound engineers, composers).

The second level is recording studios, which in one way or another focus on end consumers of electronic devices.

The third level is dealers (the largest intermediary companies, such as A&T Trade, Slami, MS-Max, etc.). The third level in this particular case is defined quite clearly: the official distributors of the Roland corporation are the stores Petroshop, Invask, A-PRO, D. M. S.", "ART Technology".

This advertising campaign is intended to promote a fundamentally new synthesizer model to the market and is tied to two music exhibitions. In accordance with the advertising pyramid theory, advertising objectives are presented as follows:

1. During the advertising campaign, distribute information about the new development of Roland, which is revolutionary in the world of music technology, among 60% of the target audience.
2. Inform 50% of this “informed” group that the Roland JP 8000 synthesizer has high sound quality, uses the principle of physical modeling, can simulate the sound of analog synthesizers, and has a variety of real-time controls.
3. Convince 50% of this “informed” group that the Roland JP 8000 synthesizer is of very high quality, produces good sound, is indispensable for professional musicians, and also convince them to visit the exhibition stand.
4. Stimulate 50% of this “convinced” group to want to come to a retail store or exhibition to get acquainted with the advertised product.
5. Motivate 50% of this “willing” group to actually purchase a Roland JP 8000 synthesizer at a retail store.

1. Bring information to consumers who belong to the selected target market segment about the new product;
2. Concentrate advertising efforts in the city of Moscow;
3. Ensure the continuity of the advertising process and ensure that the volume of advertising remains unchanged throughout the entire advertising period;
4. Use media that will help solve strategic problems and convey the necessary information to the audience that belongs to the target segment;
5. Place the main emphasis on the exclusivity of the quasi-analog type of synthesis technology, on its highly professional purpose, on the ease of operation in real time;
6. Try to achieve the highest frequency of advertising and enhance the impression from it.

The best time to enter the market with a new synthesizer model is spring, since it is in the spring that the demand curve for synthesizers rises to its highest point. This is due to the fact that a large number of music exhibitions take place in the spring. In summer, demand usually drops. Therefore, it would be most optimal to conduct an advertising campaign between January and May. In June, July and August, take a break from the advertising campaign. Depending on the results obtained, plan further promotion of the product.

Regional aspect of product promotion

The Roland JP 8000 synthesizer is a fundamentally new product. Based on this, it is better to organize product promotion in a geographically small but highly concentrated market. Moscow is most suitable for the role of such a market.

The advantages of using exhibitions are as follows:

1. targeting a specific target group, and the higher the degree of professionalism of the product, the more important the role of the exhibition in promotion;
2. the ability to compare competitive products, based on the market positioning carried out, one can conclude that such a competitive neighborhood is profitable;
3. the possibility of distributing promotional literature to a specific target audience;
4. the opportunity to demonstrate the JP 8000 synthesizer in action, provide the buyer with the opportunity to listen to the sound for themselves and be convinced of its merits;
5. possibility of collecting data for further marketing research.

The music equipment industry hosts four trade shows each year, two in the spring and two in the fall. The Roland company will take part in spring exhibitions, namely:

When planning participation in the exhibition, it is necessary to take into account such factors as

1). Stand size and location;

2). Desired image or impression of the stand;

3). Range of exhibited goods;

5). Cost of the above activities.

Advertising leaflets with prices, advertising magazines and catalogs must be prepared for the exhibition.

Leaflets should be of two types: with prices for all types of company products and with information about the new synthesizer.

Magazines should contain interesting and useful information about what's new in the world of musical equipment, as well as information about the company's activities in the form of an interview with the CEO.

Catalogs must contain a brief description of all models produced, illustrated with a photograph.

The media selected below will be used to inform consumers about these exhibitions.

Media Selection

The target audience of synthesizer buyers is no more than one percent of the total population (data for Moscow). Therefore, when planning advertising, you should not strive for maximum coverage? on the contrary, it is better to focus on selectivity.

After mail advertising, magazines have the greatest selectivity. Of course, the ideal option would be to use mail advertising, where selectivity is about 90%. But there are at least two serious obstacles to this. Our country does not yet have a database of addresses of professional musicians, and it is unlikely that it will appear in the near future. Creating your own database requires considerable costs that may not pay off. The second obstacle is that mail advertising has already lost its prestige due to the many useless advertising messages that are placed in mailboxes by advertising peddlers.

Thus, magazines were chosen as the main media. Magazine advertising has a number of significant advantages:

1. Targeted appeal is achieved through the use of thematic magazines;
2. Possibility of using bright and memorable design elements;
3. Placing an advertisement for a product in a specialized publication can raise the prestige of the manufacturer.

When analyzing magazine products, the following professional magazines for musicians were found:

1. "Show Master" is a monthly magazine with a circulation of 18,000 copies;
2. "In-Out" is a monthly magazine with a circulation of 20,000 copies
3. "Musical Review" is a black and white monthly magazine with a circulation of 3,000 copies.

In addition, when analyzing the readership of various youth magazines, it turned out that about 3% of the readers of the Ptyuch magazine (a monthly magazine with a circulation of 110,000 copies) are professional musicians. This magazine is quite popular among them, but not as a professional magazine, but as an entertainment one. In such a magazine you can post an interview with a musician who uses the Roland JP 8000 synthesizer in his work. The musician must be a fairly well-known and authoritative person, both among adherents of the new musical wave and among musicians who prefer the dance style. A suitable candidate for this role was Shamen, who used a Roland JP 8000 on his new album. This album was written as a soundtrack to the film "On a Cloud". Quote from his interview in Keyboards magazine: “The capabilities of this tool are difficult to overestimate. Despite the intimidating number of buttons and knobs, it is surprisingly easy to use. Believe me, I am not advertising this instrument, its advertising is the sound quality... I think it is possible to make a sound similar to what exists in the JP 8000 using my old analog synthesizer. To do this, I need about three dozen people to crowd around him and each turn two knobs. This is not a real thing - you understand...” Such an article should significantly expand the scope of application of the synthesizer and attract attention to it. The article is planned to be published in the March issue of the magazine.

Magazine advertising must be supported by other media to enhance its impact. Recently, television has become the most popular advertising medium. Television is mainly used for advertising consumer goods; for highly specialized goods the costs per consumer belonging to the desired target audience will be too high. In addition, it is very difficult to raise the prestige of a brand by placing an advertisement for a highly professional product between an advertisement for soup seasoning and laundry detergent. But there is a way out of this situation: you can make an advertisement in the form of an original story and show it in a thematic program. There are many music programs on television, but they are all entertaining. The only program that touches on the topic of musical equipment is “Program A”. It has a mandatory section that talks about musical instruments. But this transmission has a significant disadvantage. It features live musical groups, and it is logical to assume that the audience will also be musicians playing live. Although it is quite possible that in the near future the merging of live performance and electronic music will become quite commonplace. This trend is reflected by the Mumiy-Troll group, which was named the most popular rock band of 1997.

Thus, it was decided to place four “Public Relation” stories in “Program A” according to the following schedule:

1. The first story comes a week before the exhibition “Music-Show-Technology 98” with the aim of informing about the participation of the Roland company at the exhibition and the presentation of the new synthesizer “Roland JP 8000”;
2. The second story comes immediately after the exhibition. This story is presented as a report. First, there is a short story about the exhibition itself, then the presenter speaks in the first person about the advantages of the synthesizer; everyone who missed this exhibition is advised to go to the next one;
3. The third plot is prepared similarly to the first;
4. The fourth is similar to the second, with the difference that at the end of the story the presenter advises visiting professional musical equipment stores where this synthesizer is sold, but without specific names and addresses (otherwise it will be open advertising).

Recently, another new type of advertising has appeared - advertising on computer networks. More and more musicians are writing music using a computer as a sequencer. In addition, the Internet is becoming more and more accessible to the user. This advertising is quite effective at its low cost compared to other types of advertising. The Roland company has its own page on the Internet, but a certain inconvenience is caused by the fact that it is made in English. You need to design a Russian-language page and make hypertext links to it on various music sites. The page should be as informative as possible. The advantages of posting information on the WWW are targeting certain levels of users and fame in world circles.

Distribution of actions

The company has a department for conducting advertising campaigns, which should be entrusted with the development and implementation of advertising campaigns. In table Figure 2.5 shows a diagram of the central group for managing and controlling the advertising campaign (includes employees involved in cost calculation).

Table 2.5 “Central group for advertising campaign”

To use electronic media, it is better to contact advertising agencies. This is due to the fact that advertising agencies have significant volume discounts. They will be able to advertise on television, small companies will be able to film a program about the product. The creation and design of the website is entrusted to a design computer company. It is also advisable to develop stands in design firms. It is better to contact magazines and newspapers directly to the advertising and publications departments, since almost no one is engaged in wholesale purchases of advertising space, and placement through agencies will cost more.

§ 3. Development of a set of specific activities during an advertising campaign for the “Roland JP 8000” synthesizer.

Product cost: $1,695.

1.Participation in exhibitions(organization of your own stand)

Participation in exhibitions provides an opportunity to demonstrate your product and attract representatives of all three levels to the stand. The working group for organizing exhibition stands must develop a plan for presenting information at the stand. The department for developing the corporate identity of the product carries out the design of the stand. Several (4-8) employees are allocated to the stand from the reference information and customer service department. The image of the company and the interest of visitors in the exhibited product depend on the general level of awareness, correctness and appearance of the employees at the stand, the design and technical level of the stand itself.

Also at the stand you can hold lotteries, free distributions of pens with the company logo, leaflets with prices, contact numbers and a list of services provided, and advertising magazines.

2. Conducting conferences and seminars. Holding conferences and seminars is the main way to attract the attention of third- and fourth-level consumers (heads of music studios, heads of dealer companies) to your product. A competent explanation of the advantages of this product leads to the conclusion of contracts for the supply of musical equipment to studios and intermediaries. Conferences and seminars can also be held at the stands.

3. Advertising on television. Advertising on television is not the most effective due to the specifics of the product; in this case, distrust on the part of the last two levels in this product should be taken into account, since the product is highly specialized and complex. The video should be made in the form of a “PR” story in a section talking about musical instruments. Also, the press relations group must agree with large television companies that make reports in news releases on the provision of information about the product being sold (hidden advertising, publicity formation).

4.Advertising in a magazine. Advertising in a magazine is one of the most convenient, since you can not only give an advertisement in a generally accepted format, but also give a hidden advertisement in an interview with the head of an enterprise, or just an article about the company. All selected magazines are focused on music technology, the press relations department should provide full information about the benefits of the product. It is better if information about the product precedes the music exhibition and there is an indication of a specific stand.

5.Advertising on computer networks (Internet). This advertising is completely new and very effective at its low cost compared to other types of advertising. All Internet providers (“suppliers”) make it possible to organize your “page” (Web site) on WWW (World Wide Web) - a global hypertext information system. Hypertext is text with markup that links to other places in the text. While reading such text, you can see highlighted words, when you click on them with the cursor you can get additional information. The advantages of posting information on the WWW are targeting certain levels of users and fame in world circles.

6. Printed advertising materials (leaflets and advertising magazines). Leaflets should contain useful information with product prices, contact numbers and a list of services provided. Leaflets must be placed at the stand (many enterprises send employees to exhibitions to collect information from stands). Also, leaflets can be placed on the counters of specialized computer stores or distributed at the main entrance of the exhibition and near the stands. Advertising magazines should, in addition to advertising information, contain various articles about the latest achievements in the music world. Magazines will be issued after filling out a questionnaire compiled in a certain way (to analyze the opinions and desires of potential consumers).

1. Exhibition, conferences, seminars.

3. Television. A few days before the exhibition, a video is released with brief information about the product that will be provided at the exhibition. Information programs are held during the exhibition. At the end of the exhibition, programs are created summarizing the results.

4. Leaflets. Information is distributed at the stand and at the entrance to the exhibition.

Conclusion

In this work, the topic “Factors and forms of influence on a potential consumer” was considered. The first chapter is devoted to the theoretical foundations of the forms and influence factors used by various companies to increase the number of their customers, namely:

1. The first paragraph of the first chapter analyzes the factors under the influence of which the consumer makes a purchasing decision and ways to influence this decision, i.e. the basis for the formation of consumer demand;
2. The second paragraph covers the answer to the question of how to identify the presence or absence of consumer demand using marketing research;
3. The third paragraph deals with the theoretical organization of specific measures to attract consumers, namely planning an advertising campaign.

In the second chapter, theoretical knowledge is applied to develop a set of marketing activities for a real-life company. Such a company is the Roland Corporation, which is a leading manufacturer of electronic musical instruments for more than 25 years of existence on the market. This company pays special attention to scientific and technological development. Almost all of the company's developments are rare, and many manufacturers of musical equipment copy them. An advertising campaign is being developed for a new product released at the end of 1997 - the Roland JP 8000 synthesizer. The synthesizer uses a new form of signal synthesis called “physical modeling”, the main emphasis is on innovative technologies that allow you to create sound that is indistinguishable from analogue. In order to correctly develop an advertising campaign for this product, the following tasks were solved:

1. In the first paragraph of the second chapter, the situation in the market for synthesizers using the principle of “FM” synthesis (i.e., generating sound by creating mathematical models of envelopes) was analyzed, the main competitive products were identified, and the segmentation of EMR consumers was derived. Purchasing motives were then analyzed separately for each market segment. An expert assessment of various characteristics was also carried out. As a result, positional maps of the Roland JP 8000 synthesizer and competing products were created based on consumer preferences identified during the study. These positional maps showed that the Roland JP 8000 clearly outperforms its competitors in terms of sound quality (being slightly inferior to KORG), as well as in price, while technical characteristics are far from being in first place.
2. From marketing research, general and specific conclusions were drawn about the nature of the advertising campaign and recommendations were given on the following issues:

3). Media selection;

4). Distribution of responsibility.

3. The result of the work done is a calendar plan for the advertising campaign, which was developed based on the recommendations. This plan consistently indicates the time, place, quantity and cost of advertising.

The problems of introducing a new product to an actively developing market are common to a large number of companies. Advertising a new product is quite a difficult task. A lot depends on the first entry of a product into the market, and therefore a new product requires a particularly carefully developed and executed advertising campaign, because it is easier not to make mistakes than to correct them later. In this work, an attempt was made to develop the most optimal advertising campaign, each decision of which is based on scientific research materials.

The relevance of this topic is due to the specifics of the development of a modern market economy in Russia. Features of activity within the professional musical equipment market only emphasize the significance of this problem for the market as a whole. The following materials were used during the work: special economic literature, data on the marketing activities of the Roland company, special information and reference literature.

Bibliography

1. Courtland L. Beauvais, William F. Arens “Modern Advertising”, Moscow 1994

2. Motyshina M. S. “Methods and models of marketing research”, St. Petersburg 1996

4. Fedoseev V.V. “Economic and mathematical methods and models in marketing”, Moscow 1996

7. Bagiev P. L., Arenkov I. A. “Fundamentals of marketing research”, St. Petersburg 1996

8. Dorosheev V.I. “Marketing communications system and sales activities”, St. Petersburg 1993

9. Journal “Marketing and Marketing Research”, NN 10-11, 9-10 for 1997

12.Marketing research materials provided by representatives of the company “Roland”

population size and its social structure; level and structure of per capita income; distribution of income by social groups; share of food expenses in total income; income elasticity; price elasticity; tastes and preferences of customers; interchangeability and complementarity of goods; goods of higher and lower quality. When analyzing the first four factors, their dependence with such variables as the volume of demand (Co), structure, variety of demand (Cc), the alternative to “buy” (Ak) and the alternative to “produce” (Ap) is determined. The “buy” alternative refers to a situation where a household prefers and is able to purchase food products. The “produce” alternative refers to a situation where a household prefers to produce food products on a private plot rather than buy them, primarily due to a lack of funds. To determine the influence of these social structures of society on the formation of demand for food, it is necessary to consider this factor in conjunction with other determinants of demand (elasticity of demand by income and price, tastes and preferences, goods of higher and lower quality, etc.) Therefore, we will formulate several hypotheses regarding the influence this factor and the trends in food consumption outlined within it. The aging population positively correlates with a decrease in demand for food and with a narrowing of the breadth of the range of food products, since, firstly, the anatomical consumption rate is lower, secondly, income and the dynamics of their income are lower, thirdly, tastes and desires are less diverse and , fourthly, the elderly population is most prone to maintaining private household plots. The growing process of urbanization positively correlates with an increase in demand for food with a simultaneous expansion of its range, since, firstly, incomes of the population are growing, and secondly, the number of people willing and able to run private household plots is decreasing. There are also other trends emerging (a decrease in the number of families and their size, an increase in the proportion of working women), which have different effects on the variables we are considering. The ratio of demand in value terms and demand in physical terms changes depending on changes in the main factors determining demand. In accordance with the economic theory of demand (homogeneity of goods), the income elasticity of demand in monetary and physical terms remains identical as long as the homogeneity of goods remains, since with an increase (decrease) in income, the commodity mass that is in greater (smaller) demand is taken into account according to the same prices. In reality, as income changes, the buyer turns to goods of a different quality. Therefore, the requirement of product homogeneity is difficult to fulfill in real life. If, with a changing income, goods of different quality are purchased, then with an increase (decrease) in real income (assuming constant prices for qualitatively identical goods), buyers purchase goods of higher (lower) quality. Thus, expenses increase (decrease) more (weaker) than the consumed commodity mass.

Demand is formed under the influence of many factors, which can be combined into the following groups:

• Ш economic factors, the level of development of goods production, cash income of the population, the level of retail prices and their ratio, the degree of achieved availability of goods;
• Ш social factors: social culture of society, professional composition of the population, level of cultural development, etc.;
• Ш demographic factors, population size, ratio between urban and rural populations, gender and age composition, family size and composition, population migration;
• Ш natural and climatic factors, geographical and climatic conditions, traditions, living conditions, etc.;
• Ш political factors, unforeseen emergency situations.

Non-price factors also influence changes in demand:

• 1. change in cash income of the population;
• 2. changes in prices for substitute goods;
• 3. economic policy of the government;
• 4. changes in consumer preferences.

Along with demand, an important element of the market is the supply of goods. For commercial operations, this is the most significant factor that determines the saturation of the market, its structural changes, etc.

Supply is the quantity of a good or service that producers are willing to sell at a certain price during a certain period.

The proposal includes two elements:

• v the manufacturer’s readiness to alienate this product or service;
• v a set of conditions under which the seller is ready to sell the product.

The law of supply states: supply, other things being equal, changes in direct proportion to changes in price. Supply may change not only under the influence of price factors, but also due to other reasons:

• · changes in production costs as a result of technical innovations;
• · changes in sources of resources, tax policy, cost of production factors;
• · entry of new manufacturers or importers into the market, increasing supply regardless of prices;
• · actions of natural and political factors, etc.

The interaction of supply and demand in market conditions forms the price.

Market price is the result of the interaction of supply and demand.

Laws of market pricing:

• o the price tends to a level at which demand equals supply;
• o when demand increases while supply remains constant, the price will increase and vice versa.

At the level of coincidence of supply and demand, the price corresponds to the value, i.e. socially necessary expenses.

Cost is a balance of interests of buyers and sellers, i.e. equilibrium of marginal utility (price and demand) and production costs (price and supply).

Price equilibrium in a market economy is designed to perform three functions:

Exclusion function (sanitizing), i.e. Sellers whose prices (costs) for goods exceed the cost of production are forced out of the market.

The alignment function, i.e. through the price, the interests of the seller and buyer are aligned, and the price approaches the value of the product (the market price is a measure of the scarcity of the product).

The regulation function, i.e. through price, the market displaces goods that do not meet the requirements of buyers in terms of their costs, quality and other parameters.

Formation of prices that bring them closer to cost is possible in conditions of pure (perfect) market competition, when there are at least 6-8 free sellers on the market, ensuring market saturation and competing with each other. In this situation, the role of the state in regulating prices is negligible. In conditions of monopoly and oligopoly, the state, through the antimonopoly mechanism, influences the setting of monopoly prices. Usually this is either strict price regulation, or indirect - through an increase in taxes and other enforcement measures.

Demand, supply and price are interdependent and are taken into account as a whole in commercial activities.

The degree of change in demand and supply under the influence of one or another factor characterizes their elasticity. A quantitative measure of the interaction of these elements of market relations is elasticity.

Elasticity is a measure of the response of one quantity to a change in another. It shows by what percentage one variable changes when another changes by 1%.

Ep = Percentage change in quantity demanded (Q) / Percentage change in price (P)

Ep - price elasticity coefficient;

Q is the quantity of goods for which there is demand;

P is the market price of the product.

Elastic demand is a coefficient greater than one, i.e. quantity demanded changes by a larger percentage than price or income.

Inelastic demand - the elasticity coefficient is less than one.

Demand with unit elasticity - price and quantity demanded change by the same percentage.

Elasticity is fairly constant over time and can be used to determine the strategy for purchasing and selling products. In addition, using this indicator, the government develops tax policy (the correct application of indirect taxes increases tax revenues to the budget) and methods of state regulation of the market.

For developing a strategy for commercial activities, such an indicator as the elasticity of supply is of great importance.

Elasticity of supply shows how the production and supply of a particular product reacts to changes in price:

E = Percentage change in S / Percentage change in P

E - supply elasticity coefficient;

S - sentence;

When determining the volume of purchases (sales) of products, the interchangeability (complementarity) of the product is important.

Interchangeable goods (substitutes) are pairs of goods, an increase in the price of one of which leads to an increase in demand for the other.

Complementary goods (sets) are pairs of goods, an increase in the price of one of which leads to a fall in demand for the other (an increase in prices for cars leads to a fall in demand for fuels and lubricants).

If the elasticity coefficient is greater than one, then the product is interchangeable; if it is less, it is complementary.

When there is an excess amount of money in circulation, the relationship between supply and demand changes. Thin arrows show a direct relationship between changes in the size of market elements, and thicker lines show an inverse relationship.

Depending on the type of demand, various methods of studying it are used:

realized demand is studied using the operational method (the code is read), the balance method;

unsatisfied demand - registration of sheets of unsatisfied demand, registration of facts of lack of goods, taking into account the number of days when the goods were unavailable, registration of orders, analysis of customer complaints.

Emerging demand is studied at exhibitions, fairs, tastings, and through surveys.