Marketing as a way to meet the demand by trade

Many Ukrainian businessmen older generation to the question, "cause if you do market research?" - vaguely shifted his shoulders, and in the best case, will say that there is somewhere with this name department attached, it seems, to the advertising. Someone once said that a vast experience allows to evaluate the market and conduct business, as they say, to the eye, and this method it has never failed. However, the further "deep into" emerging market economies, the clearer it becomes that market research - not a fad, but a real necessity. That business thrived, the new product has taken root in the market, for this is the beginning of the market need to thoroughly study and analyze, which will greatly reduce the risk when making important decisions, effectively spreading potential of the company. This is especially true of the situation, when a new segment of the market has not yet formed, or not yet, "debugged" new business. However, those who are going to open a business, should also pay sufficient attention to market research, which can help determine whether a particular product a chance to "survive" in the market competitiveness of the company, potential customers and so on. D.

Methods and marketing research areas are numerous. In this article, we are unable to describe everything, so limit ourselves to the basic concepts. You can also hire an experienced marketer for the job.

Why do we need market research?

Marketing research for any enterprise - an important element of a successful development strategy in a market economy, they can decide (as a package, or separately) the following tasks:

Determining the size of the market

Market research will help to objectively evaluate the size of the market situation at the moment, to see real opportunities for further business development, to determine its potential as compared to the competitors, to make the sale of the program, select New, effective lines of business.

By the way, inexperienced entrepreneurs often confuse the terms "size" and "capacity" of the market, although this is not the same thing. Capacity - is the maximum amount of all sales, which can achieve now existing company in a certain territory and for a certain period. Of course, it is impossible to get all the potential consumers to buy a particular product, so the concept of "market capacity" is theoretical and is used only to give an idea of ​​the range of its saturation. Market size - this is a real product for sale on the market in a certain period. Experts say: to determine the market size is useful when:

 expansion of sales border,

 improvement of a known product,

 starting a new project.

Determination of market share

Market share - the ratio between the volume of sales of the product or services of the company and the volume of sales of products produced in this product category all the companies operating in a particular market. Determine market share - is to find a digital value, for a place can claim company or firm. Sometimes markets are classified according to the shares, occupy the particular goods or services (eg a monopoly - a company with a market share of more than 25%).

The task of any marketing strategy - increasing market share. The larger it is, the more successful the business, less the costs below the cost of production. In this case the company gets more opportunities, for example to charge higher prices for high-end products, to dictate their terms to distributors, etc. A study of the company's market share should be carried out in dynamics for several periods and always in comparison to other competitors. The analysis draws conclusions on the situation of the company, its competitiveness trends, as well as being investigated and studied the causes of changes in market share.

analysis of demand

Marketing research in this direction will help to find out how consumers are loyal to a given group of products, as well as the market requires such products. In other words, whether or not cost-effective to promote it on the market. Find out who (what category of people - middle, high or low income) to buy a certain product, you can set competitive prices for the products, change them in accordance with the requirements and capabilities of potential buyers, as well as to find a more effective advertising strategy.

analysis of the proposal

Feature of any market lies in the fact that on the same "territory" can be operated company producing identical products or services. A comprehensive analysis of proposals (knowledge of the products and the marketing competition policy) orient you in the market. In other words, you can determine their individual pricing policy, product promotion that will provide you the victory in the tough competition.

Analysis of possible distribution channels

He will identify the most effective ones and form the finished chain optimal product movement from producer to consumer.

Of course, this is an incomplete list of marketing "opportunities", but we called the main.

Who owns the information he owns the world .... To date, this saying is very important. Especially for marketing research (and subsequent analysis of the data), which is impossible to carry out effectively without the originally accurate information about the Company. Data collection - the work is not the most difficult, but it is allowed a number of errors, which then have a negative impact on the entire course of the study. The first of them - the collection of the "wrong", that is, or is not reflecting the essence of the matter, or is unsuitable for this type of research information. Second, data is collected suboptimal way.

To carry out basic marketing analysis of a company should be "get" data:

 the volume of sales in physical and monetary terms (by time, assortment groups, customers, vendors);

 sale of related goods and services;

 customer base;

 Information about the marketer;

 Information about each of the major competitors;

 sales promotion (advertising budgets and promotions, participation in exhibitions and so on. n.).

We stress: for successful product promotion, opening a new business or line of business is very important the accuracy of the information, otherwise significant distortion of the output data can occur. Equally important is the efficiency of the collection of information: the competitors are not asleep after all!

After you have collected all the necessary information, a qualified specialist will be able to easily carry out a market analysis in key areas.

Marketing strategy.

One of the main tasks of marketing research - to calculate the further development options of the company or promoting a certain product. That is what determines the company's marketing strategy. The main foundation of it - the results of the preliminary analysis of marketing data. It gives an idea of ​​the situation with the sale of goods, profits, customers, buyers needs.

Taking into account the real picture of the state of enterprise marketing strategy is developed. In its "package" usually includes the company's long-term plans, the analysis of market structure, pricing principles and competitive advantages, the choice of effective positioning in the market.

Development of marketing strategy comprises the following steps: analysis of the strengths and weaknesses of the enterprise; analysis of market opportunities; competitor analysis; study of the relationship with customers and partners; analysis of the influence of the external environment; marketing audit of the internal environment; determining ways to improve the old and new product development.

5 tips for those who have no experience work

Find out how much you are worth. Advance to assess their strength. Find out how much you can really cost you in the labor market. To do this, carefully read the description of all the vacancies of interest to you, paying attention to the required skills, experience and the proposed salary.

Learn the language. Competition for attractive places in the IT companies, inviting graduates usually rather big. If you really want to work in IT company - refine you resume, look at the resume examples https://finditcareer.com/resume-examples. In many cases, it helps beat the competition knowledge of a foreign language. And if you own multiple languages ​​- for international companies the price you will not.

Do not start a conversation with money. You are invited to an interview. But that is no reason to start a conversation with, how much you would like to receive. Tell us about your business qualities, as well as how their practice, learning in high school, which functions had to be performed.

Show yourself as a person - man, striving for development, with great potential and the ability to easily learn. Remember that you experience is not yet enough. So try to convince the employer that you want to work in his company.

Looking for a job as soon as possible. In time to begin a successful career, start looking for work as soon as possible. Try to make sure that by the end of high school you were waiting in the workplace. Gain experience in the specialty can be during his studies. But choose for practice only those companies where you would like to work in the future.

Do not be afraid to start from scratch. Getting a first job, think about the experience that you can get, and not about the salary. Perhaps the first time, the employer will not pay you much. But he will have the opportunity to invest in your training - training, courses and seminars. It is important to "work" on your resume, good recommendations, which will help to quickly move up the career ladder.

Professions: the promoter and merchandiser supervisor

To begin with, what is the BTL. The authorship of the term BTL belongs to one of the company's executives Procter & Gamble, which claimed the marketing budget for the next year. advertising in the press, on TV, etc. Marketers have drawn a line under the final amount, but then remembered that it was not taken into account the cost of distribution of free samples and other sales promotions - The estimate all the traditional means of promotion are included... I had to enter the figures below, that is, below the line. Since then, the traditional direct advertising is called ATL - above the line (above the line), and all other methods of sales promotion - BTL - below the line (below the line). sales promotion by means of these same "other" methods and engaged promoters, merchandisers and supervisors.

Promoter - a specialty of the lowest rung in the chain engaged in the BTL-marketing. But this does not mean that his work is not as important and necessary. It is from the competent actions of promoters depends largely on the success of a promotion program.

Here are the main types of work which involve promoters:

 distribution of leaflets and promotional materials.

 tasting products.

 issue for the purchase of gifts.

 advising buyers about a particular product, and so on. d.

Promoters are more likely to work in the specialized agencies, under the conditions of piecework payment. Or yourself - for a few different companies. Most often, the promoters of part time students. It's too unstable and uneven earnings to make it their main source of income. Companies rarely keep a staff of promoters as they are not always required. The need for their services occurs within any action for some time. Therefore, more profitable businesses to contact the agency or employ people on temporary work.

Of course, any promoter necessary communication skills. He must correctly answer questions and politely withdraw from conflict situations, if they arise. Do not interfere, and organizational skills: you need to organize yourself and your team to avoid any hitches and delays. Quick response and mobility, responsibility, good memory and the ability to work in a team - and that without which does not do any good promoter.

Before you begin, companies conduct special training, which promoters get the necessary information about the promoted product (service), its characteristics, benefits, target audience, competitors, etc. A serious agencies for promoters organize specialized training in theory promote sales, overcome objections, the development of acting skills.

Eligibility promoters in a very democratic: age - 18 (rarely 16) to 30 years, mainly, not necessarily the presence of higher education. Working conditions often include: free schedule, 3-4 hours work per day.

Merchandiser

Merchandising (from the English merchandise - products) is literally translated as "the art of trading." In fact it is a set of activities that are carried out on the trading floor in order to increase sales and the active promotion of a product. Accordingly, merchandiser - a specialist in product promotions in retail outlets retail.

This profession has appeared in the 30s of the twentieth century in the United States. The American Marketing Association defines merchandising as "plan promoting the right product in the right quantity at the right time in the right place at the right price." In other words, to the buyer took the offered goods as "correct", and therefore the right, and there is a merchandising system.

In practice, work merchandiser includes four main areas:

 Display of goods in a shop.

 Providing outlets where the product is presented, brand advertising media, leaflets, special posters, decorative elements with the company logo, and so on. D.

Retail store equipment. Many companies offer own branded stores shelves, racks, shelves.

Work with vendors. Merchandiser The challenge is that the seller was represented by its advantageous product.

The responsibilities of merchandiser also includes control of availability of goods in stock, and sometimes the tracking of competitors' prices.

Admission requirements to the place of merchandiser also democratic, but they are still more than a promoter. Age, as a rule, - 20 years. It is desirable to have higher education and knowledge of the basics of merchandising. In many companies, a requirement for the applicant is to have a driver's license and personal vehicle. Recently, preference is given to most male candidates, because it is easier to deliver and unload the goods and promotional materials. A good merchandiser should have aesthetic sense, passion and courage in decision-making.

Work promoter and merchandiser - a career start in sales. These specialty does not apply to professions for a lifetime. Usually, after working for a while, people are moving farther: to supervisors, marketing staff or sales managers.

supervisor

Supervisor translated to English means "observer» (supervise - observe, monitor). Supervisor at BTL-marketing - is a person who leads a group of promoters and merchandisers. As a rule, the supervisor is a person who has worked as a promoter or merchandiser, knowing the specifics of the inside work.

This is a complex profession: it combines specialty teacher trainer, vendor, analysts, economists and many others. Therefore, the candidates for this position is usually quite high demands imposed requirements: age - from 23-25 ​​years, higher education, work experience of 1 year in most cases, the presence of the car. For the supervisor is very important leadership qualities and the ability to organize the work of the group. Therefore, a person who works on this path, should have a high professionalism in the recruitment and good intuition. After the formation of the team - this is the main point, without it does not achieve the main goal - to increase sales.

The ideal candidate is considered, which also has the skills of planning and systems thinking - the ability to see the whole situation and forecast of its development. It is necessary to know the structure and excellent sales skills, be able to negotiate to know the specifics of the market and the fundamentals of merchandising. He should possess such personal qualities as sociability, observation, resistance to stress, perfectionism, ability to work in a busy schedule.

Income Supervisor consists usually of a fixed salary and interest on sales of his group. Many employers provide to their employees in the use of cell phone service or incur some of the cost when using a personal device, also issued compensation for use in your personal car or paid for travel on public transport.

Usually the agency, advertising and marketing companies or company-goods dealers also carry out special training for new employees, train them in the basics of the profession, focusing on the Western experience.

What do you do instead of dinner?

It turns out that many people in their legitimate 60 minutes of rest in the middle of the working day is not engaged in food absorption. Office Life questioned, singled and reached the top of the best and most unusual ways to spend your lunch not for dinner. We start from the end, of course.

10. Go to the interview

Find an interesting job, to agree on a job interview, go at it - all employees prefer to do "the job of primary production." At the same time is the second half of the day to think about the proposal and in the evening ... refuse. As shown by our survey - most of the interview, which took place in the lunch break ends in nothing. Unlike those for which people take time off work. Probably, it is directly proportional to the effort to obtain the position and the actual desire to get it.

9. Increase the level of their education

But to form a legal break more often - effectively. "I have handed over at lunchtime several exams in graduate school of journalism of Moscow State University - told Office Life Evgeniya Baturina, editor in chief of the fashion glossy magazine. - It was the first to respond, he said quickly, back in time, and are always ready at night. Most of the exams I was handed over to a very good score. "

Many clerks with no higher education, but with higher aspirations for exams, preparing for tests and control it at lunch. Hiding in a quiet corner of your own office - reading a book or doing homework.

Those who have their own career plans and diplomas understood - also spend a break, not without benefit. "Our office is located in the city center. This means that in walking distance - many museums, exhibitions and showrooms, - says sales manager Elena Borodina. - I try to keep track of when near the office will open another exhibition and be sure to go on it. It helps to and from the working affairs aside and cultivate.

8. in one's dotage

Raise your hand, those who have offices located next to residential buildings? Uh-huh. Now raise your hand those who are in the yards of residential houses beautiful summer walking warm noon? What have less? And why? And how wonderful playgrounds with swings for every taste and size?

Once we are in the summer with a friend decided to walk to his legitimate break to the nearest yard - to sit and bask in the sun, breathe the unconditioned air. Probably, that this air was to blame! - says an employee of one of the offices of the company "VimpelCom" Natalia. - Children's swing in the courts of Moscow as bright as the picture from my childhood! We could not resist and decided to take a ride. As a result, the so amused that he almost broke the swing. You should have heard what we said grandmother near the entrance! ".

But how many emotions. It's already winter ends. A summer adventure is still remembered.

7. Go on a date

"The first date I always assigned to the lunch break, as it is a great opportunity to all the minimize, if not gone - told me a friend who works in a famous magazine. What? Fresh idea! I do not like it - you can always say that the blockage at work and it's time to run. Liked - forward, to negotiate about dinner. Girls, take note.

6. swim

"When working in Brighton, the break was 40 minutes, I ran to the beach, to go tearing off clothes (run 5 minutes longer swimsuit hook.) - Share Stories Maria Surkov, a junior brand manager of the newspaper" Vedomosti ". - 10 minutes of pure swimming in the sea and a hot dog in half with seagulls and running work-work! ".

In Moscow, there are plenty of ponds where you can swim. Closer to the summer we will publish a table of office buildings, from which you can reach the authorized bodies of water.

5. Read in the book

"I went every day to the bookstore and read there are several books that did not want to buy a home, one of them was, for example," The secret properties of plants "of plants, allowing to change the state of mind - a story told us employee of the department of information systems Natalia Mareeva . - The store was self-service, in Medvedkovo, so take a book and flip through it half an hour between the shelves was not a problem. "

First, we would like to carry this story to a nine-point about education. Still, it deserves a special place in the top. Read "The Secret properties of plants" - it will not pass the exam!

4. Check loyalty / her spouse

As in the joke: the husband comes back from work early ... But there is not only early, but at lunchtime. And the real story. We, of course, will not name, but believe in the word. A man from time to time in the afternoon went home "to check" - he had big doubts about the fidelity of his wife. However, on the second and subsequent times, he is nothing but a hot meal on the table, not caught ...

3. To have a sleep

In our top dream I was in third place, not because it is very original. And because it is very important and numerous. Who among us has ever not slept on the job? I, for example, is still fondly remember the tiny sofa in the conservatory TTC "Ostankino", which saw their best dreams.

"When I worked in neskazhukakoy company, here's what I did in the break - down to the first floor of our office tower and go to the toilet for the disabled. It had a separate room with a sink, a toilet, but, most importantly, a small sofa, - says Alexander Korzivin, head of the company engaged in network equipment. - On the couch I fell like a log and slept exactly one hour, putting himself on a mobile alarm clock. Then he washed his face, to wake up and go to work on. "

However, there are also more extreme ways to sleep on the job. The cabinet size 60/60 cm, under his own desk in the office toilet - to perfect this process is still far away. So there is room for improvement!

2. Arrange inter-office competition "The Best anything"

It contributes to the strengthening of friendship between different offices of the same company or one large office different. Nina works at the reception a small trading company. In a great business center on Nina's 8th floor crammed several offices. One creative secretary tired "to send do not know where to" get lost couriers and decided to get acquainted with their neighbors in the building. In the morning, she hung up the elevator the announcement of the competition among the firms "On the best smile." And the next day held at lunchtime contest based on local dining. So what, that was the main prize of the three-course meal. But Nina now knows where to send the prodigal couriers? and on what floor sits her current best friend Anya.

1. Make an offer and apply. At once

The story we decided to give a direct speech. The author writes well, and the situation is unique.

"7 years ago I worked in a IT-company designer. Came once in the morning to the office and said that all the women - being bad, and I'm never getting married. All said, ma la dec! And at lunchtime I called one of his good friend and asked:

- You have your passport with you?

- Yes, why? - she asked again.

- And now we go to the registrar? - I suggested.

- Let's go - do not hesitate, she said.

I got up, dressed and went. Time to submit an application and go back to work. But even with champagne. The chief said only that he had never seen a bald groom.

March 3 is just 7 years old and will be ... "

What do you do instead of dinner?

10 tips for those who work at home

• Separate your work space from the relaxing atmosphere of the rest of the house and set a clear timetable for the work. So psychologically easier to enter into a working rhythm and did not get off to the household chores.
• Observe home dress code. No pajamas and robes. Much better to dress, wash, eat breakfast and even then get to work.
• Close the door to the room in which it operates. Even ajar, as if she invites households to come and have a chat.
• Place your order on the desktop. Paradoxically, it was he who helps to keep order in the mind and improve work efficiency.
• Turn off the phones, ICQ, and a new e-mail message notification. If the work is not directly related to the internet, it is better to switch off and him.
• Every hour is interrupted by 15-minute break. This greatly improves the quality of work.
• It is very important to stop in time. If a planned part of the work has already been done, do not sit in the workplace. The quality of this will affect only the worse - will have an elementary fatigue.
• If a large part of the working time is spent at the monitor, on the day you need to drink at least two liters of water. After a long prosizhivanie the computer leads to dehydration.
• To work while listening to music should be only if it is non-intrusive and background, uplifting.
• The scope of work should be properly distributed over the working week. Firstly, it will help avoid the hectic activity. And secondly, it limits the number of working hours, leaving more time for life.