Action plan for promoting products to markets. Modern marketing plan (example) Development of measures to promote the products of an industrial enterprise

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In regional and local markets for medium and small structures, the issues of using marketing tools in professional activities in modern conditions often determine the possibilities of sustainable functioning through adaptation to identified and specified client preferences. In this aspect, competent marketing planning, in particular, becomes crucial. To clarify this situation, we consider it appropriate to consider the issue using the example of a conditional enterprise that promotes furniture products on the regional market.

As is known, mutual understanding allows subjects of the commercial equipment market to come to the rescue and assist each other in achieving mutually beneficial goals and is the basis for the development of outsourcing, without which it is very problematic within one company to ensure the retention of “old” clients and attract new clients, especially in crisis conditions of the national economy.

In this regard, when developing a marketing plan for promoting the products of a conditional enterprise, one should adhere to a concept aimed at synthesizing all competitive market entities working on the basis of strong partnerships. The synthesis process should begin with defining the main goal of the enterprise. Then, based on primary information, requirements for the subsystems of economics, technology and marketing management should be formulated. Next, in the process of collecting and accumulating new information, comes the stage of improving the work of the enterprise departments. In this process, an important role must be played by the marketing plan, which is preceded by a study of the state and prospects for the development of the regional market for commercial equipment. An important tool for solving this problem is the marketing information system (MIS). We can propose the following MIS structure, capable of performing the functions necessary in market conditions at a sufficiently high level (Table 1).

Table 1

Main components and functions of MIS

Name subsystems	Main functions
Main	Determining the need for volumes of services. Drawing up schedules for the provision of services, which serve as a means of monitoring the rhythm of the sales process and assessing the use of available material, financial, information and labor resources.
operating room	Reflection of sales dynamics and determination of criteria for their effectiveness in accordance with the nomenclature goods and services sold
Control state	Reflection of the status of service provision for each nomenclature item for a certain period of time with the transfer of information through appropriate communication channels for making management decisions.
Treatments	Confirms information about the receipt of orders from customers and their acceptance for execution. Issues messages about the provision of one or another type of service according to the dates indicated by the staff, responsible for order execution. Constantly records cases of delayed orders and refusals to provide services to clients.
Distribution of products according to customer requests	Issuing special messages about payment obligations, violations of contractual terms, and the activities of financial and banking structures involved in the sales cycle.

We believe that the above MIS structure is capable of more clearly identifying the optimal composition of functional areas in an enterprise, which will help optimize the movement of material, financial, labor and information flows and thereby reduce the total costs of circulation while providing high quality service to all clients without exception.

To improve the quality and reduce the timing of marketing planning, it is recommended to use existing software, a comparative assessment of which is presented in Table 2.

table 2

Possibilities of marketing software (software) for developing a product promotion plan

From the data in Table 2 it follows that the most suitable software product for developing a company’s marketing plan can be considered the “Marketing-Kosatka” marketing program, integrated with the Internet and the economic calculations block.

In the process of drawing up a marketing plan for promoting the goods of a conditional enterprise, it is necessary to take into account a number of principles, provisions and factors of a spatio-temporal, social and economic nature.

At the same time, the policy of comprehensive provision of services only by the company’s team must be deeply analyzed and strictly balanced. An important role in this belongs to scientifically based methods of forecasting the market for furniture products, which are combined into four groups:

1). Qualitative forecasting methods based on the intuition of the company manager and sales department.

2). An overview of the market for furniture products and services, which, in fact, was used by us in the second chapter of this work.

3). Analysis of sales dynamics over the past three to four years, the purpose of which is to establish and forecast the factors that determine sales fluctuations over time.

4).Mathematical methods of forecasting. In particular, you can apply the exponential smoothing method, which makes it possible to obtain more accurate estimates of demand in comparison with other methods of analysis. This method is based on determining the weighted average of sales over a certain number of past periods. In this case, the greatest weighting coefficients are given to subsequent sales.

Note that if the necessary statistical data is available, the above methods for forecasting demand for furniture products can be implemented in the Mathcad 7.0 software environment.

Since no method is able to give an accurate forecast of demand for the planned period, in order to make appropriate management decisions it is necessary to constantly monitor the sales of the company’s products and, based on its results, adjust the marketing plan for promoting the company’s products.

It is important that the content of a company's marketing plan be derived from the content of the marketing strategies that the enterprise pursues. According to the marketing view, they, i.e. strategies should represent a system of consistent reactions to stimuli generated by the external environment (Table 3).

Table 3

Name
1. Expanding the boundaries of the market and consumer structure	Entering new market segments
2. Penetration into new markets	Updating Channel Subjects distribution
3. Change activity structures	Partial change in the range of services; combination of new and traditional services in the service portfolio
4. Adaptation technological specialization market needs	Transformation of enterprise activities with a focus on gradual satisfaction of new promising customer needs

These incentives, for example, with strategy 3 “Changing the structure of activities” and strategy 4 “Adapting technological specialization to market needs,” can come from promising types of furniture products and services in retail trade.

One of the most promising areas of an enterprise’s communication policy during the period of overcoming the consequences of the economic crisis should be considered work with social networks, which, thanks to the multiplying effect, becomes an important factor in improving its interaction with the client base, which should be taken into account when drawing up a plan for promoting the company’s products and services. In particular, it is recommended to include issues related to improving the functioning of the company’s website and optimizing search engines for its blog.

Considering that the development of information technology has recently led to the creation of many new communication channels, there is now an opportunity to save on personal sales visits, preserving only those stages of the sales cycle that are truly impossible to do without.

When drawing up a plan for promoting the furniture products of a fictitious enterprise, one must keep in mind that increasingly the bulk of transactions in industrial markets take place through so-called “industrial exchanges”. They represent a kind of network market, which, using the principle of dynamic prices, brings together many buyers and sellers in a single market space.

In order to increase the efficiency of such exchanges in different segments of the furniture market, even at the stage of planning activities to promote goods, it is recommended to divide potential consumers into three groups:

“Significant value” buyers are those who know exactly what they need and use “industry exchanges” to find the lowest price of options for the service they are interested in that they believe represent equivalent alternative offerings.
Incidental value consumers are those who are faced with a problem that they do not know how to solve, and therefore need advice from the company's employees.
“Strategic” consumers are those who strive to form and maintain long-term relationships with the enterprise.

It has been noticed that with the development of the Russian market for furniture products, the old rules cease to apply, since consumers increasingly refuse to be “assigned” to any particular channel for the sale of services. Therefore, it is becoming increasingly important not only what a company sells, but also how it sells.

In this case, two interrelated issues are put on the agenda. The first of them concerns improving the quality of services provided by the company, which is measured by final results, and not just by intermediate indicators of the performance of individual departments or employees. Because of this, objective difficulties arise in assessing the quality of customer service, which in the process of drawing up a plan are recommended to be leveled through the widespread use of various self-control systems on the part of specific performers.

The second question arises from the lack of competence of some consumers. To fill this gap, it is advisable to plan the organization of seminars for the personnel of purchasing companies so that students can become familiar with the latest scientific and technical achievements, advantages and disadvantages of various types of furniture. These services can become a unique selling proposition (USP) of the company, helping to establish first contact with new buyers of the goods and services of the conditional enterprise. In the future, based on the development of our own marketing information system, it will be possible to organize “remote consulting” via the Internet.

Since, according to statistics, the costs of attracting new customers are several times higher than the costs of retaining “old” customers, significant marketing efforts should be made to retain them and, at the same time, attract new customers through various means of promoting the company’s goods and services. One of the simplest and most effective tools on this path is a company’s work schedule that is acceptable to most consumers, plus the organization of comprehensive communication events.

Thus, the marketing plan must be drawn up in such a way that the choice of specific marketing activities to promote the company's products and services in the regional market determines the functionality for a strategic perspective. In this regard, it is recommended to introduce into the marketing plan a set of measures related to increasing the company’s marketing potential. We believe that the more successfully the specified principles and methods are implemented in the process of developing a marketing plan, the more likely long-term contacts with consumers will become, which will help increase the efficiency of promoting the company’s products and services on the regional furniture market.

Developing a marketing plan: promotion policy (part 1)

What you will find in this article

It’s not enough to create a good product, set a reasonable price and choose winning places to sell; you also need to inform customers about your product or service, convince them of the need to buy it and not let them subsequently forget about it. Therefore, having talked about the sales policy of the enterprise, in this article we will consider possible options for promoting your products.

Promotion is any form of action used by a firm to inform, persuade and remind people about its products and services.

The main methods of promotion are advertising, sales promotion, public relations (publicity and public relations) and personal selling. However, we will return to the consideration of specific promotion methods later, and first we will consider the general principles of developing a promotion program.

Development of a promotion program

Step 1. Pay attention!

When determining how to promote your products, you should consider four main factors: the size of your target market, its characteristics, the type of your product or service, and also such an important detail as the size of the budget allocated for promotion.

Target market size. If the size of your target market is large enough (many target consumers) and/or they live far enough apart, it makes more sense to use advertising (mostly) to promote your product or service. If there are few consumers and they are concentrated within one area (city, region, depending on the scale of the business), which is most often the case in the business goods market, then personal sales can be successfully used.

Features of the target market. Studying the characteristics of your customers can tell you the best way to reach them. For example, if it turns out that the majority of visitors to your dry cleaner are residents of nearby houses, the most logical way of promotion would be to send out flyers to their addresses or advertise on cable television.

Product type. Advertising is usually used to promote consumer goods; Personal selling is better suited for promoting complex and expensive products.

The size of the allocated budget. It is logical that the set of ways to promote your product should be determined in such a way as to make the most efficient use of the allocated funds. For example, it makes sense to consider the advisability of using expensive means of promotion - advertising on television and radio - only if the budget for promotion is large enough. If you assume that you will not be able to allocate a lot of money for promotion, it is better to opt for more economical ways to promote your products: advertising in the press, mail advertising, etc.

Consider the size and characteristics of your target market, the type of product you have, and the amount of budget you can allocate for promotion.

Step 2: Set Goals

Promotion goals can be divided into two main areas: stimulating demand and improving the company's image (which, again, is ultimately done to increase sales). Demand for your product consists of three main parts:

the number of people who bought your product at least once (so-called initial market penetration);

the share of those who buy your product again (percentage of repeat purchases);

consumption intensity (consumption rate) of your product (i.e. how often consumers on average purchase your product).

In order to maximize demand at each of these sites, a hierarchy of impacts model was developed (Figure 1).

According to this model, every buyer, before purchasing your product, goes through six stages, from awareness of the need for it to purchase. In the first two stages (awareness knowledge), the main goal of promotion is to provide information about your company or product. At the third and fourth stages (attitude preference), it is necessary to form a positive attitude towards your company/product in the consumer. In the fifth and sixth stages (persuasion purchase), you need to convince the consumer that your product is better than competitors' products and he should purchase your product.

However, this model for each individual buyer is easy to implement only if you work with large buyers, each of whom you know personally and can provide information to each in accordance with the stage at which he is. If you sell your products to many small buyers, there will be people at different stages of the purchasing decision who will need different information. However, the same model can be used in relation to the stages of bringing your product to market, starting from the assumption that at each stage your customers will be dominated by people who are at the same stages of this model.

1. First stage (awareness knowledge). At the first stage, when you are just starting to sell your product (or introducing an old product to a new market starting to sell it in another region or another group of consumers), most people know nothing about it and have never bought it, and your task is to form primary demand. To do this, you need to inform as many of your potential buyers as possible about your product, its features, and encourage them to make a trial purchase. In other words, you need to ensure that people know about your offer, i.e. The main goal of promotion at the first stage is INFORMATION.

tell the market about your new products/services/offers;

offer new opportunities for using your products/services;

explain the purpose of goods/services;

tell your customers about price changes.

2. Second stage (attitude preference). In the second stage, when most of your potential buyers already know about your product and have made a trial purchase, your main goal is to encourage them to buy your product again, i.e. turn them into regular customers. To do this, through promotion, you need to ensure that consumers develop a positive attitude towards your product, and they begin to give it preference over competitors' products. In other words, the main goal of promotion in the second stage is to CREATE POSITIVE ATTITUDE AND PREFERENCE.

Main goals at this stage:

ensure good attitude towards your company/brand/product/store;

convince customers to purchase the product;

Convince your customers that your products are better than your competitors' products.

3. Third stage (persuasion purchase). At the third stage, when you have already managed to attract a sufficient number of regular buyers of your product, in order to increase demand, you should ensure that your potential buyers purchase your products more often or in larger quantities. The main goal of promotion in this case is to STIMULATE A MORE NUMBER OF PURCHASES AND RETAIN THE INTENTIONS of buyers to continue purchasing your product.

Main goals at this stage:

remind your customers about the existence of your company/products/services;

remind your customers what products they can purchase from you;

Remind your customers about the characteristics of your products.

Determine your promotion goals: Decide whether you will inform, persuade, or remind your customers about the product.

Step 3: Determine your target audience

The target audience this is a group of your actual and potential customers to whom you address your messages.

If your products are purchased by several groups of consumers that differ greatly from each other, then you have several target audiences. For each of them, you need to develop your own information message, focusing on the qualities that are most important to them in your product and the benefits that they want to get from purchasing it.

To determine your target audience, answer this question: who uses (will use) your products or services? Find out what they already know about your product, what are their motives for purchasing it (this can be done by surveying your potential and/or actual consumers). If it turns out that when purchasing your products, different consumers pay attention to different parameters of the product/service (for example, for pensioners, the price of a haircut in your hairdresser plays an important role, and young women are interested in the professionalism of hairdressers and the opportunity to get advice on choosing a hairstyle), divide them into groups and prepare your own message for each group.

At the third stage, identify your target audience and determine what they already know about your company, product or service.

Step 4: Determine the content of the message

The topic of your appeal must correspond to the promotion goals, your product, service, company, and must be traced in all the activities you undertake to promote your product. The process of choosing a message topic consists of three stages:

Stage 1. “List of proposals.” Make a list of everything you can offer the buyer;

Stage 2. “Motivational analysis.” Imagine yourself in the place of a consumer of your product and answer the questions: why would I use (not use) this product, why is it better (worse) than other products, what characteristics of the product convince me to make a purchase, which ones make me doubt its purchase. The result of this stage will be a list of the main motives leading to the purchase and preventing it. Note that it is better to do such an analysis not only on the basis of your own conclusions, but also using the results of a survey of your consumers.

Stage 3. “Market analysis”. Compare the characteristics of your product with the characteristics of competitors’ products and market requirements, and highlight the characteristic of your product that is important for your consumers and is missing from competitors’ products formulate your unique selling proposition (USP).

After this, you can formulate the main theme of events to promote your product based on the USP.

Determine what you want to communicate to your consumers.

Step 5: Determine the message form

In your message, not only its content is important, but also its form. Of course, each means of promotion has its own characteristics, but we can give some general tips on the form of your message:

speak simply: use everyday words and short expressions, avoid professional expressions;

speak in an interesting way: try to arouse curiosity, focus not on the product, but on the benefits that the buyer will receive with its purchase;

speak directly: do not overload the text with unnecessary words;

speak affirmatively: replace negative sentences with affirmative statements of an encouraging nature;

use common sense: try to be convincing and understandable to the average person;

speak briefly: short texts are read more often because they are faster and easier to read;

Be truthful: false statements may attract buyers at first, but once convinced of the deception, they will no longer believe you;

be original: express your thoughts in an original way, try to ensure that your messages do not repeat messages from other companies;

repeat the most important points: by focusing on them, you force the consumer to remember the main idea of your promotion program. Arguments can be repeated in different ways, in different formulations;

strive to attract and retain attention: break your text into paragraphs, blocks, add headings;

avoid mentioning the names of competitors: firstly, comparative advertising is prohibited, and secondly, do not remind your consumers about them once again;

pay attention to the last phrase: it is this that is remembered;

address the message not to the void, but to the individual: address your consumers;

offer an action plan: give your consumers clear instructions what exactly they should do after reading this text (contact you for more information, make a purchase, etc.)

Determine what form your message should take.

Step 6. Calculate your budget

Once you have determined why, to whom, what and how you want to communicate about your product or service, you need to determine how much money you can spend on it what your budget for promotional expenses will be.

Promotion budget this is the amount of funds allocated for all types of activities to promote your product.

Today, there are five main ways to set a budget for promotion, namely: the residual method, the incremental method, the parity method, the sales share method and the target method.

Remainder method.

Under this method, the firm first allocates funds for all marketing elements, and the balance goes to the promotional budget. This method is sometimes also called "whatever you can afford." It is the simplest, but also the weakest of all, but it is the one most often used by small, production-oriented companies. Disadvantages of this method: little attention paid to promotion, lack of connection between expenses and set goals, the danger of a “zero” budget for promotion if there are no funds left.

Increment method. When using this method, the company builds its promotion budget, focusing on the budgets of previous years, increasing or decreasing them by a certain percentage. The advantages of this method: the presence of a starting point, the ease of determining the budget, the use of the company's past experience. Disadvantages of the method: the size of the budget is determined largely intuitively and is rarely linked to goals.

Method of parity with competitors. The promotion budget in this case is determined based on estimates of the budgets of competing firms. This method is used by both large and small companies. The advantages of this method: it provides a starting point, is market-oriented and quite conservative, and sets clear limits on promotion costs. However: this is a method of catching up, not of the market leader; In addition, it is quite difficult to determine competitors’ promotional expenses. If there are significant differences between your company, goods and services from the companies, goods and services of competitors, this method is not applicable.

Target method.

When using this method, the company first determines what goals need to be achieved through promotion, then formulates the tasks that need to be solved for this, and only then determines how much it will cost to complete these tasks. This amount is included in the promotion budget. This is the best of the five methods. Its advantages: clear definition of goals, linking costs to task completion, adaptability, and the ability to relatively easily assess success or failure. Weakness the difficulty of calculating the budget using this method: you need to set goals and objectives, determine the means of promotion, the use of which will allow you to solve these problems, find out how much the use of these funds will cost you.

Calculate the budget that needs to be allocated for promotion.

Step 7: Create a program Promotion program

this is a set of promotional tools used by the company (advertising, sales promotion, personal selling and public relations).

In order not to experience disappointment, having implemented a promotion program that seems to have been developed according to all the rules, first draw up a work schedule, clearly defining who should do what and when. Having such a plan in hand, you will sharply reduce the likelihood of encountering a situation where a new product, the appearance of which has already been announced by advertising leaflets to residents of all nearby houses, will appear at your disposal only in two weeks.

In addition, the work plan will help you not only implement the promotion program without any problems, but also evaluate the results of its implementation.

Determine which promotion tools will be most effective for promoting your product and draw up a work schedule.

Step 8: Decide how to measure results

The issue of measuring promotion effectiveness is quite complex. On the one hand, without knowing how effective your promotion program is, you can neither improve it nor correct mistakes. From this point of view, performance measurement is simply necessary; it will fully pay off and bring undoubted benefits.

Therefore, if your budget is limited, then use the simplest and cheapest methods for assessing effectiveness. The simplest method, used almost everywhere, is to contact clients with the question “How did you hear about us?” You can also compare the volume of sales of your goods/services (let's say, per week) before and after the release of advertising and sales promotion campaigns. Another way to evaluate the effectiveness of promotion is to conduct a simple telephone survey of consumers, which will allow you to find out how the attitude of buyers towards your company, product or service has changed.

Summary

So, to develop a program to promote your business, product or service, you need:

take into account the size of your target market, its features, the features of your product or service, as well as the size of the budget allocated for promotion;

set promotion goals;

determine the target audience;

select the subject of the message and determine its form;

draw up a promotion program and work schedule;

evaluate the results of the promotion program.

We will look at the features of using specific promotion methods in the next article.

The following materials were used in preparing the article:

Westwood J. Marketing plan. St. Petersburg: Peter, 2001. 256 p.

Zavgorodnyaya A.V., Yampolskaya D.O. Marketing planning. SPb: Peter. 2002. 352 p.

Carter G. Effective advertising. Business-Inform, 2001. 244 p.

Machado R. Marketing for small enterprises. St. Petersburg: Peter Publishing, 1998. 288 p.

Popov E.V. Promotion of goods and services. M.: Finance and Statistics, 1999. 320 p.

An enterprise needs to hire a marketing specialist to organize an effective marketing policy, since one of the main goals of any commercial enterprise is to obtain the maximum possible profit. An enterprise must plan and manage the marketing process.

The main objectives of marketing in an enterprise:

- obtaining the necessary information about the market and its participants;
- planning of production and sales of products;
- development of a pricing system;
- forecasting sales expansion and increasing market coverage.

The marketing specialist will be responsible for the following areas: planning and implementation of sales, development of the most effective sales policy, an important component of which is the pricing strategy, including methods and forms of settlements with consumers, payment terms.

Since the Day Light enterprise has a rather weak advertising campaign, it is proposed that one of the points for improving the promotion program is to conduct an extensive advertising campaign. To substantiate this campaign, a marketer added to the company's staff must conduct a small marketing research on the awareness of consumers of PVC structures about the company, whether consumers receive enough information from advertising, from what sources they learn about the company, etc. A sample questionnaire is given in Appendix A.

Based on the results of this survey, it is necessary to formulate a strategy for the sale and promotion of the enterprise’s products on the market, as well as apply new advertising methods, which are discussed below:

1.Participation in the exhibition (organization of your own stand). Participation in the exhibition provides an opportunity to demonstrate your product and attract to the stand not only ordinary buyers, but also dealers, as well as small and large construction organizations. The working group for organizing exhibition stands must develop a plan for presenting information at the stand and the design of the stand. 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.

Elements of other marketing communications, such as personal selling, are organized at the stand (the product offered can be sold at a discount at the stand, free window finishing can be offered depending on the volume ordered).

Also at the stand you can hold lotteries, free distribution of advertising booklets, pens with the company logo, price lists with contact numbers and a list of services provided.

The following benefits are expected from participation in the exhibition:

- improving the company's image;
- attracting new buyers and wholesale representatives;
- increase in trade turnover in the coming period.

Table 3.2.1 shows the required amount of costs for participation in the exhibition.

Table 3.2.1 - Costs of participation in the exhibition.

Note - source: own development

It is expected that about 400 people will visit the exhibition every day, approximately 80 people will be interested in the company’s stand and 10 contracts will be concluded. The average income from one transaction is 900,000 rubles. This means that the effectiveness of the measures taken can be calculated using the formula:

Ef = P pl? Stotal (3.1)

where: S total - total costs

P pl - planned profit (900000? 10)

Eph=9000000?4240000=2.1

We calculate profitability using the formula:

P = P pl? S total?100 (3.2)

Р=9000000?4240000=210

Consequently, the costs of participating in the exhibition will be fully recouped, and the proposed events will be effective.

2. Advertising on transport. Road construction cannot keep up with the increase in the number of cars and the load on transport routes is increasing. This, in turn, leads to more and more traffic jams on the roads, therefore, the average speed of cars is reduced. This, among other things, suggests that the potential audience for outdoor advertising is expanding significantly: drivers and passengers sitting in cars, passers-by have more time to look at outdoor advertising media (including advertising on transport).

Up to 90% of the population uses various types of transport in any city. In large cities, a large number of visitors are added to them. The advertising possibilities of various vehicles are very wide. Transport advertising itself has a number of advantages over other media:

- extraordinary low cost of the first advertising contact;
- high level of consumer attention;
- high frequency;
- wide coverage.

To promote the products of the Daylight Company, a non-standard type of transport advertising is offered. What is non-standard advertising? This is a hybrid of a billboard and a car - instead of the body or trailer of a small truck, a billboard with two-sided advertising is installed, and this structure slowly, with frequent stops, travels along the chosen route. The advantages of such an installation are that it’s not often that one of these passes in the middle of a stream of completely standard cars. Attention involuntarily stops. And it becomes easier for the advertiser to bypass the most painful problem of advertising of this type, because the billboard can be rolled, for example, only in those areas where potential consumers mainly live, parked near administration buildings - in a word, in those very advantageous places where it is impossible to hang a billboard or very expensive.

71% of passers-by who encountered it for the first time remain impressed by the outdoor advertising they see. While only 18% remember the first time they heard a radio commercial, 23% remember the first time they saw a video. It is possible that the memorability rate of transit advertising is higher than 71% - due to its dynamism, mobility and, often, large size compared to billboards.

Coming into the field of view of pedestrians, passengers, drivers, i.e. potential addressees, transport advertising operates in a constantly changing environment. Repetitive, but not boring (unlike television advertising) is another advantage of transport advertising. Very often in television and radio advertising, the advertising image replaces the product itself, the advertising offer, the name or coordinates of the company. In contrast, transport advertising ensures that the advertising message is clear, specific and concise.

3. Service. Service is understood as a customer service system that allows you to choose the best product for him and ensure its optimal consumption during a period acceptable to the consumer.

For convenience and comfort when choosing a model for a long time, browsing through catalogs or waiting for a sales consultant, offer a cup of coffee or tea for free. (A box of Nescafe coffee costs approximately 22,000 rubles. It is designed for approximately 170 - 200 cups of coffee, this amount of coffee will take about 2.5 kg. Sugar - 5,500 rubles, a total of 27,500 rubles.) Since coffee will be offered to specific customers, who are currently placing an order, a box of coffee will probably last for two months. The costs are not large, the effect is that it will have a positive effect on the image of the Daylight company, i.e. will raise it.

4. Price incentives. It is proposed to use the following types of discounts when selling products:

seasonal discounts - provide a 10% discount for the winter period, since during the winter period there is usually a decrease in the number of orders;

discounts depending on order volume;

also the development of complex promotions when there is a seasonal decrease in demand.

As part of an advertising campaign, the Day Light company can offer such a promotion as “Three months”. When concluding an agreement with the company in the period from September 1 to November 30 for the production and installation of windows, which will be installed for the client exactly three months later with an additional winter discount of 10%. To do this, you need to pay only 2% of the actual cost of the order, and 10 days before installation, pay the balance at the winter price.

This promotion is designed to increase sales volumes to private consumers of PVC structures (installation of windows and glazing of loggias in apartments, cottages, etc.). during the three winter months, when there is minimal demand for products in the industry.

To summarize, it can be noted that the proposed measures will help the company increase sales volumes, and therefore production volumes, and also increase its share in the Belarusian market. It should be mandatory to determine economic and psychological effectiveness, which will make it possible to select for use only those means of promotion that will always give good results. Acting in accordance with these recommendations, with careful planning of advertising and sales promotion activities, will allow you to continue to operate successfully in the consumer goods market and even improve your position.