МАРКЕТИНГОВАЯ ПОЛИТИКА ПРЕДПРИЯТИЙ ПРИ ВЫВОДЕ НОВЫХ ПРОДУКТОВ НА РЫНОК

Шаповалов В.А.¹, Дмитриенко Н.А.², Сергеева Н.В.³

¹Кандидат экономических наук,

²кандидат педагогических наук,

³магистрант,

Институт сферы обслуживания и предпринимательства (филиал) Донского государственного технического университета

МАРКЕТИНГОВАЯ ПОЛИТИКА ПРЕДПРИЯТИЙ ПРИ ВЫВОДЕ НОВЫХ ПРОДУКТОВ НА РЫНОК

Аннотация

В статье рассмотрена последовательность и содержание маркетингового обоснования внедрения нового продукта на предприятии: обоснование потребительского замысла, идентификация целевого рынка, позиционирование продукта, элементы маркетинговой стратегии.

Ключевые слова: новый товар, позиционирование товара, целевой рынок.

Shapovalov V.A.¹, Dmitrienko N.A.², Sergeeva N.V.³

¹PhD in economic sciences,

²PhD in pedagogical sciences,

³master,

Institute of business and service (branch) Don state technical university

THE ENTERPRISES MARKETING POLICY IN THE PROMOTING A PRODUCT TO THE MARKET

Abstract

The article describes the sequence and content of marketing policy in the process of introducing a new product in enterprises: a rationale consumer plan, identification of target market, product positioning, elements of the marketing strategy.

Keywords: new product, product positioning, target market.

Due to the rapid changes in the modern market, the enterprises can not rely only on the production of their current products and services. But they should promote a new product which is supposed to be a risky business, as it is associated with setbacks and losses. To increase success chances of a new product to be selected by consumers, you need to make marketing justification for further marketing implementation. Marketing justification of a new product is a so called «proof» of feasibility of introducing product at different stages from production stage and its further promotion to the market. The justification must demonstrate that the product will be successful at the market and reach the perspective buyers who will be able to buy this one choosing among the other existed goods and products [3].

The introduction of a new product to the market is a complex stage or a process, in which there are two main stages. The first stage is a set of necessary works associated with the creation of the product and preparing the market segment for further purchasing. The second stage is the actual implementation of a new product in the market [1].

Considering the marketing justification process the process of introducing innovations is obligatory, we take into consideration the example of the printing company «Whist» and the market of printed products accordingly. To increase sales volume and get profit they need the best way of using productive capacity of the company, so it was proposed to do everything to increase a range of products and services of enterprise. It can be done at the expense of introducing new products in production within the existing technology, without changing the activity scope and industry sector.

Market opportunities for increasing the products volume are intended to form their own image. The packaging of goods is a necessary element of marketing activity that helps the product to be distinguished among the same goods.

Printing company is proposed to introduce package manufacturing. Packaging of any type is an effective means of advertising and branding.

It is important to consider the consumer's plan of a new product in marketing planning. That is, to establish where and when can consumers use the product and purchase the product, to determine the scope and functionality of the product and determine how the customers’ Needs to be satisfied. Using various types of packages, consumers can meet the following needs:

• gift wrap is one of the most common types of printed products.
• offset printing of boxes for souvenirs and gifts can be done with the indication of the logo or brand of the company;
• perfume package box for cosmetic;
• boxes made of cardboard, boxes for industrial products, boxes for dishes, boxes for books, etc.

LLC «Whist» is planning to manufacture various types of packaging, such as gift packaging, dedicated to different celebrations, cardboard boxes of small sizes for various items and goods, packaging for various products with logos and colors of customers or individual customers.

The next aspect of marketing study is the identification of a perspective product at target market. The portrait of a customer can be represented as follows:

organizations and enterprises engaged in the production and sale of goods:

• individual entrepreneurs who wish to differ from the mass;
• individual customers who wish to make unique gifts for friends and family

For all consumers we can distinguish the following requirements: the quality of performance of the order, the quality of the materials used in the manufacture, the Terms of the order, the Print Quality, providing non-standard Solutions, Personality.

Positioning of new products (packaging) LTD «Whist» will be based on the individuality of consumers. The image of the product will be created for them due to the necessity of enhancing the competitiveness of customers, which will help them to be a unique. As previously pointed out the enterprise customers had to travel to Krasnodar for the packages it increased products prices, but now they need not do that as a result they have a significant reduction of money and time.

Price policy.

Based on the steady prices policy, production costs and the required level of profitability ensuring the optimum payback period of the project, the following minimum price is adopted it has 45 rubles per package. The price varies depending on material, number of colors used and the complexity of the packaging production. The proposed price is much lower than similar proposals done before, but it will completely cover the expenses of the company for manufacturing their package production. Also it will meet the requirements of a market share.

Distribution of goods. As to the new products the following sales policy is proposed:

• the use of a zero distribution channel, it means to work directly with clients without intermediaries;
• the method of direct sales, that is, the work with existing database;
• for orders made from other parts of the Republic Adygea the company «Whist» the delivery terms will be agreed separately;
• Storage is not provided, as the work will be done directly, and orders must be taken by customers at the time of completion the work or order.

Promotion of products. It is advisable to develop promotional activities through local media, the production of promotional leaflets and notification of major consumers in the process of introducing new products [2].

References

1. Bagiev G. L., Tarasevich V. M., Ann X. Marketing: textbook. M.: Economics, 2010. – 447 p.
2. Pankruhin A. P. Marketing: tutorial textbook: additional Ministry of Education of Russia.Moscow: Dashkov and K; 2009. – 656 p.
3. Shapovalov V. A. Marketing Management: textbook. manual for high institutions. Shachty: Publishing house of S.R S U ES, 2008. – 181 p.