Formation of the marketing mix company
Content
Introduction1.Market
Analysis2.Research tastes and preferences of consumers. Segmenting the
market3.Development of product concept and determine its
characteristic4.Determining the optimal prices of goods on the basis of test
marketing
.1
Determining the relationship between price and
demand
.2
Calculating the optimal price at which the firm
will maximize profits5.Formation of optimal goods
distributionchannels6.Campaign Planning product promotionsof references“A
marketing consumer
segmenting price
Introduction
In the conditions of forming of
market economy the most important factor of the successful functioning of
domestic enterprise is his reorientation on the principles of marketing.
Introduction of marketing complex in practice gives an opportunity to form new
productive programs, operatively to react on the change of market situation and
win in the conditions of competitionis the process of communicating the value
of a product or service to customers, for the purpose of selling that product
or service. There are five competing concepts under which organizations can
choose to operate their business: the production concept, the product concept,
the selling concept, the marketing concept, and the holistic marketing
concept.The four components of holistic marketing are relationship marketing,
internal marketing, integrated marketing, and socially responsive marketing. of
the fundamental categories of modern marketing is the concept of marketing mix
, which is a set of marketing tools, the sum of which influenced to the target
market, with a view to achieve the desired response from its side. The
companies should pay much more attention to such areas as sale and
productsmarketing, profits increase and improvement of financial
situation,product management , in order to reduce prices.object of study in the
course paper is an company "Medochok" which is engaged in producing
and selling organic product- honey. This company offers a different types of
organic honey, produced only in organic way, without using any chemicals.
Company "Medochok" has high reputation and is also known as the
company, which cherish traditions of creating the product.
Chapter 1. Market Analysis
The company that produces honey
"Medochok" started its activity in 2008 , and today operates
successfully in the market of organic products. The range includes various
types of honey, which feature origin, without additives and dyes. Of output is
planned to sell the entire territory of Ukraine. Also in the future our company
is preparing to spread honey through Europe.determine the needs of the
customers we use the classification matrix of individual needs. We need to
classify the needing of honey for people :
. The hierarchy of needs - primary
(physiological) - refers to the need for food needs , is the physiological
needs.
. According to the factors
influencing the need, the need for honey related to age , as it is this
requirement to children and adults .
. Over time parameter refers to the
need for ongoing or current, so that the need for honey or to improve brain
function in a certain period of time there is a certain period of time and has
no prospects after the fun.
. By the principle of meeting the
needs satisfied by a product, that is to meet the needs for pleasure or stimulation
of the brain only one product.
. As the degree of satisfaction of
fundamental needs in pleasure or stimulation of the brain relates to the needs
fully satisfied because the need is fully satisfied with the consumption of one
element without complementary.
. For the elasticity of demand for
pleasure or stimulation of the brain relates to elastic, so that when you
change the price of a product that meets our needs change in demand.
. According to public opinion need
to honey- is a need, which can be also referred as need to stimulate the brain,
and is related to positive social purposes , since the satisfaction of our
needs raised blood glucose levels , resulting in uplift your mood and improve
mental activity.
. The depth of penetration into the
public consciousness the need to satisfy part refers to B needs , because it is
our need does not fully satisfy the need for food and not being able to satisfy
it.
. The degree of current necessary
demand for honey is a normal request, because satisfaction of needs is normal ,
common social phenomenon .
. With the cause of the need to
satisfy the need is impulsive , as occurs spontaneously as a result of
momentum.
. With the freedom to meet the needs
of pleasure or stimulation of the brain related to free needs, so as to meet
the needs of any obstacles there.
. The nature of barriers to meet the
needof honey because due to meet this need, which is improving health.it makes
sense to go to study marketing medium enterprises , as demand for honey we have
examined .
Marketing environment of the company
- a set of active entities and forces that operate outside the company and
affect the possibilities of marketing to establish and maintain relationships
with target customers of the business staff.a complete analysis of the market
should describe the marketing environment , namely its two components: the
microenvironment and macro- is a force that is directly related to the
enterprise, micro- components :- legal persons who provide material resources
company .- individuals or groups of people who will buy our product to meet
your needs. To predict the consumers of our honey include people with
predominantly low-and middle -income countries , namely young people and
children who want to buy our products.- a companies that produce the same
products as our business is honey. But in general , the market situation is
quite good. The number of competitors in our price range is negligible , the
quality of the goods offered by us is good enough.are only few companies, that
seriously provide honey production in Ukraine. Those are : “Bartnick”,
“Ukrainian honey” and “Svit Medu”.are relatively high, but this is offset by
the high quality and that the product is considered brand. Jar of honey with a
mass close to ours, ranges from 34-36 USD.- individuals and legal entities that
help distribute, promote and sell products on the market. supermarkets (
"Auchan ", "Arsen ", " Silpo "), transportation
companies, delivering products to the place of sale.the audience - any group
that pays real or may have some influence on it . «Honey investments» - a
company that will invest money in businesses , public organization " The
streets of the city ," which organizes many cultural events under our
sponsorship , internal audience contact , which promotes goodwill and friendly
relations among employees .- all the forces that are not subject to control of
the company . Each macro factors to a greater or lesser extent, have an impact
on our business entails the following macro factors : demographic, NTP , economy,
political, economic and cultural.: age factor , because the main consumers are
middle aged . Affects the company so that the target audience are mainly older
consumers and maddle-aged people , as all activities aimed at meeting the needs
of those groups of people. and technological progress : include new technology
, new achievements NTP, use of new technology models that allow to improve the
production process. It has a direct impact on the efficiency of the company ,
because our company " Medochok " is equipped with advanced machinery
that stands out rate production, reliability and quality , 60% automated, so
workers mainly control system and hardly interfere with the production
process.year our company confirms its structural and technological expertise to
the supervisory authority, which is the office of veterinary and phytosanitary
control of Ukraine. The result of this test is authorized to export our
products to the countries concerned.economy of the state: the impact on output
, as present in 2013 the country is recovering from the crisis , so the output
can be increased.: influences through various statutes , laws, expected tax
increases , resulting in the production of non-profit , and perhaps also loss .
Have a positive effect when the actions of politicians promote the development
of enterprises, for example the reduction of taxes , benefits , and of a
negative when enforcement " overlapping oxygen " of the enterprise by
increasing taxes , creating limitations in activity.factors : the product that
produces our company, must meet international standards, environmental impact
does not result because the effect is material and interferes with the
production process, namely , to avoid emissions from production, the
environment ( water, soil , air).: the company should consider the level of
cultural development of consumer positively influence his habits, promote
healthy lifestyles, belong to a class who do not care about their health and
well-being of others.
Chapter 2. Research tastes and
preferences of consumers. market segmentation
research - collecting , processing
and analyzing information and opportunities to develop recommendations based on
these data.typically include analysis of sales and marketing opportunities ,
forecasting sales , market supply and demand curves . The results of market
research companies use in planning and monitoring activities. Such studies are
often accompanied by the collection and search of raw data . A need for this
arises either at the final stage of the study , or insufficient number of
secondary data to make appropriate decisions .research should be systematic ,
not random. This is not a one-off measures and a set of actions or processes
that involve the collection, recording and analysis. Objectivity is ensured
that the information comes from different sources , of course, eager to data
were deep and meaningful , because otherwise you can reach erroneous
conclusions. The scientific approach is based on objectivity , accuracy and
thoroughness . The purpose of this study is to analyze the needs and tastes of
consumers , motives acquisition of goods and services. With it, the company
" Medochok " seeks to answer a series of questions :
· Do people need a
new brand of honey ?
· Are they prepared
to pay more for a quality product ?
· Under what
characteristics should be subject to a new med ?
· Size and weight it
is advisable to produce a unit of honey ?
· What most affects
the decision to purchase honey ?
To get some answers to questions
imputation we conduct a survey among starshohopidlitkovoho age and older people
, including pensioners, because they consume the most honey . For this
questionnaire was developed , the required number of respondents - 40-50
people.
After the survey, we present the
analysis of the results.the picture 2.1 shows us the people, who like
honey.Among the respondents, most people like the product(83%), which means
that they can be considered as our potential clients.
.2.1 Number of people who like honey
2.2 Shows us the favorite kinds of
honey according the taste of potential buyers. We can see that most respondents
prefer Flower honey (47%), the second place is for Liquid honey (26%). This
means, that we should product enough of these two kinds of honey and develop
the production system.
Pic.2.2 The buyers favorite kinds of
honey
On picture
2.3 we can see the frequency of using honey. The biggest part of respondents
use honey 2-3 times a month (31%), the next result was 27%- this is the part of
people, who use honey once a month.
Pic.2.3 The frequency of using honey
of potential buyers
2.4 shows us the popularity of our
product. The result is very good - almost 80% of respondents have tried or used
our product. That also means that we can make it even more popular, using parts
of SMC.
Pic.2.4 The popularity of honey
‘Medochok’
Picture 2.5 is very informative.
This picture shows us the real feelings of respondents towards our product. As
we see, our cuatomers totally agree, that iur product has got high quality and
is well build. But we also can see that they are not definitely sure, that
‘medochok’ is a brand, they can trust as well as they thunk that our product is
quite expensive.
Pic.2.5 The
opinion about honey ‘Medochok’
Picture 2.6
informs us about the customers attitude towards our product. Most respondents
(37%) admit, that ‘Medochok’ is a minor improvement of the product, that they
used before.
Pic.2.6 The
discription of needs
This picture shows us the total
reaction towards ‘Medochok’.the answer of most respondents was that the product
is very good (37%), answers ‘fair’, ‘good’ and ‘excellent’ are almost on the
same level, which showsthe great attidude of buyers towards our product.
Pic.2.7
Reaction to product
Picture 2.8
shows us the level of influence on the potential buyers. We can see, that most
respondents answered, that nobody influences their buying decision (70%).
Pic.2.8 The
influence on potential buyers
From this
pucture we can see that the main places for buying honey are: special shops
selling organic products(32%) as well as stalls in the market (30%) and
supermarkets(24%).
Pic.2.9 The
main places of buying honey
. 10 shows
us that within their budget, 43% of respondents will be somewhat interested in
buying our product, and 27%- will be extrmely interested.
Pic.2.10 The interest on buying
honey if it was within potential buyers budget
From picture
2.11 We can see that our main rivals are ‘Ukrainain honey’ and ‘Svit medu’.
Pic.2.11The
popularity of rival brands
2.12 show us
that within potential buyers there are 53% of women and 47% of men.
Pic.2.12 Gender of potential buyers
From picture 2.13 we can jump into
conclusion that our main audievce is people from 26-45years group(46%) as well
as 46-and over years group(34%).
Pic.2.13 Age group of potential
buyers
2.14 shows the income level of
potential buyers. We can see that the main group of respondents got the income
1000-2000 USD (53%).
Pic.2.14 Income level of potential
buyers
This
questionnaire helped us to create the segmentation of market to our product.
Due to the results of questions, our audience is built out from two age groups
: 26-45years group and 46-and over years group,and is created mainly out of
women. Consequently, 'Medochok' will focus the production on Flower honey -
according to popularity of this kind of product.
Chapter 3.
The development of the concept of the product and determine its characteristics
Our product
- honey , like any product , seeing it as a complex concept can be viewed at
three levels. In describing the characteristics of the honey will use a
three-level model in the firm :level: Absolutely organic and fresh: the main
benefit of product.honey is produced in perfect conditions, without using
chemicals or other inappropriate addings. Other companies may put lover price
on their product due to less spendings on creating and producing the product.
Our honey may cost a little more, but the customers can be absolutely sure that
they are using perfectly created organic product. Customers trust our brand and
the amount of them is increasing. That's why 'Medochok' company has got very
high chances to grow the annual profit.level : goods - actually created a
product with specific properties and characteristics, such as: product quality
is very high because it produced a natural way and is completely clean of
impurities and organic.
Honey
actually has original fresh appearance , as well as the appearance it can be
recognized. Packaging is very beautiful honey can not be said of competing
companies that use standard banks. Our company also uses a packing (Picture.
3.1):
. 3.1. Packing honey
An important
element of the marketing of goods policy is packing the goods. Packaging - is
not just a subject in which the product and no longer functions not, as a
subject that is important and has a number of functions , namely information
about the product that is on the package , protects the product during
transportation and storage , change package makes it possible to meet the needs
of different segment groups - this is an important means of communication of
the company and the consumer.
Our company
uses a rather interesting package in the form of a bear that because sho is
made of plastic , protect from thermal deformation.can be seen in Picture. 3.2.
. 3.2. Packaging of goods
The next
element is a brand name that is shown in the following picture 3.3.
pict. 3.3.
Brand
level: at
this level, the product must be reinforced by additional services or
facilities. The product that we produce - honey , as a number of additional
services or benefits is unrealistic , namely credit, guarantee , installation,
however we can deliver our products to intermediaries using all 7 rules of
logistics, with a large fleet of vehicles which are equipped with all that
needs to honey , such as: air conditioning, so it does not suffered from heat
and shelves with clamps that it is not deformed from impact . Therefore, we can
deliver our products to middlemen without any problems.
It was also
held product positioning relative to its alternative competing products . First
of all, Positioning - provision of goods is clearly separated from other
products in the market place and in the minds of target consumers.Positioning
As our
product has entered the market few years ago, its main purpose at this point is
the need to become stronger and more popular in the minds of consumers. So we
create positioning of a product.
Quality Price
|
Low
|
Avarage
|
High
|
Low
|
|
“Ukrainian honey”
|
|
Average
|
“Svit Medu”
|
|
'Medochok'
|
High
|
|
“Bartnick”
|
|
After analyzing the products of
competing firms by such characteristics as "price and quality" we
found an unoccupied position in the market of producing honey that characterize
our products as high quality merchandise at a reasonable price.
Chapter 4. Determination of optimal
price for a product , based on a test marketing
Test marketing involves the limited
sale of goods in the selected region. The purpose of test - to determine
whether consumers buy a product in real conditions and experience different
methods of sales.strategy of the firm can be based on three methodological
approaches : the cost, demand or competition. In the course project is used
method of pricing, that is oriented to demand, taking into account influence of
of other methodological approaches because they are interrelated. The chosen
method is based on the classical economic model that considers pricing as a
mechanism responsible for the efficient allocation and use of resources.
Central economic model is the law of demand, according to which between demand
and price there is an inverse relation . That is - the price increase leads to
a decrease in demand. The chosen methodology assumes that the demand can be
established with reasonable certainty.
4.1 Determination of relationship
between price and demand
For the estimation of relationship
between price and demand for the new product (by the level of its sale) company
for months conducted test marketing of the product for different valuesof the
price.
Data-in: price and the sales volume
Table 4.1
Price,UAH.
|
The volume of sales,units.
|
150
|
120
|
142,8
|
132
|
135,6
|
144
|
128,4
|
156
|
121,2
|
168
|
114
|
180
|
106,8
|
195
|
99,6
|
210
|
92,4
|
225
|
85,2
|
240
|
78
|
255
|
70,8
|
270
|
If represent each pair of
observations in the system of coordinates where the quantity of demand (N) is
deposited on the axis Y, and the price (Ц)
-on the axis X, then we get the correlation field points.
Pic 4.1 Correlation field points
Putting the regression equation,
which establishes interrelation between the studied parameters: price and
volume of demand, in this case equal to that of actual sales, which will look
like:
,
N - the
theoretical value of sales volume at an appropriate price.calculate b0
and b1 need to solve the system of normal equations:
Substitute
the known numbers in Table 4.1. to the system of equations to obtain the
following result:
After
multiplying on first formula, we get:
When
substitution value b0 of the upper equation system we obtain the
next equation.the resulting equation we find b1, then substitute
this value in any of the original equations to find b0.1=-1,9012237760=401,1451049
Interim payments will be recorded in
the table. 4.2.
Table 4.2calculations
m=12
|
n
|
P*n
|
P2
|
n2
|
Ni
|
Ni-nm
|
Ni-nm2
|
1
|
150
|
120
|
18000
|
22500
|
14400
|
115,96154
|
-75,288462
|
5668,352441
|
1
|
142,8
|
132
|
18849,6
|
20391,84
|
17424
|
129,65035
|
-61,59965
|
3794,516923
|
1
|
135,6
|
144
|
19526,4
|
18387,36
|
20736
|
143,33916
|
-47,910839
|
2295,448509
|
1
|
128,4
|
156
|
20030,4
|
16486,56
|
24336
|
157,02797
|
-34,222028
|
1171,147199
|
1
|
121,2
|
168
|
20361,6
|
14689,44
|
28224
|
170,71678
|
-20,533217
|
421,6129915
|
1
|
114
|
180
|
20520
|
12996
|
32400
|
184,40559
|
-6,8444056
|
46,84588794
|
1
|
106,8
|
195
|
20826
|
11406,24
|
38025
|
198,09441
|
6,84440559
|
46,84588794
|
99,6
|
210
|
20916
|
9920,16
|
44100
|
211,78322
|
20,5332168
|
421,6129915
|
1
|
92,4
|
225
|
20790
|
8537,76
|
50625
|
225,47203
|
34,222028
|
1171,147199
|
1
|
85,2
|
240
|
20448
|
7259,04
|
57600
|
239,16084
|
47,9108392
|
2295,448509
|
1
|
78
|
255
|
19890
|
6084
|
65025
|
252,84965
|
61,5996503
|
3794,516923
|
1
|
70,8
|
270
|
19116
|
5012,64
|
72900
|
266,53846
|
75,2884615
|
5668,352441
|
Sum
|
1324,8
|
2295
|
239274
|
153671,04
|
465795
|
2295
|
|
26795,8479
|
Interim calculationson the data we
make a regression equation that would look like this: =
401,1451049+(-1,901223776)* Pplot the dependence (pict. 4.2) the volume of
sales (N) of the price (P). Example graph of the function N = f (P).
4.2. Graph of
dependence total sales and price.we determine the density of connection between
these values by calculating the coefficient of determination.
where- factor
variance, - total
variance;coefficient of determination - is the proportion variance of the
dependent variable that is explained by the examined model dependence.
After
receiving the necessary data for the calculation, we calculate the coefficient
of determination:
= 0,9938, which means the link
between price and demand is relatively strong, which enables us to almost
accurately determine physical dependence prices and demand.
.2
Determination of the optimal price at which the firm will get the maximum
profit
A
mathematical model of the task is:
Where П -
profits that the firm receives from the sale of goods per year;fixed costs of
firms in the manufacturing and marketing of products for the period;variable
costs per unit of output.
F=5400 UAN;
V=35 UAN
Interrelation
between P and N is set to a regression equation.
N=b0+b1*P
A firm can
maximize profits by using derivative .
=( b0 - b1*V)+2b1*
P
So, we get:
Nopt
= b0+b1*Popt
Nopt
=401,1451049+(-1,901223776)*122,99 =167,31 units- 168 units;
The
resulting the optimal number of products are 168 units.we need to calculate the
value of the maximum profit on the basis of the above calculated values optimal
for optimum sales volume and the known fixed and variable costs using the
formula below:
max=
122,99*168 -(5400+35*168) = 9382,32 UAN.
As a result
of the calculations we obtain the value of the maximum profit 9382,32 UAN. with
the optimal price 122,99 UAN., and the optimal number of 168 units.find also
unit costs for a given volume of sales:
S=V+=35+(5400/168)=67,142~68 UAH.
The next
step is creating a graph of cost of sales, which is shown in pict.4.3.
4.3. Graph of dependence cost from
sales volume
effective
decision making it is important to determine the price elasticity of demand.
Price elasticity of demand determines the degree of sensitivity levels of
demand, depending on the extent of changes in prices and is given by:
=1,0101
Elastic
demand occurs when E >1. In this case, 1,0101 ˃ 1. Demand for the
company's products "Medochok" is flexible, ie percentage change in
demand is ˃ than percentage price changes. The coefficient of price
elasticity of demand shows the percentage change in quantity demanded for a
product by changing the price of this product in 1%. If you change the price of
enterprise "Medochok " on 1% - quantity demanded will change to
1,0101%.
Chapter
5.Formation of optimal goods distribution channels
distribution - is one of aspects of
business industrial enterprise. Sales are means of achieving the goals of the
enterprise and the final stage of identifying tastes and preferences of
consumers.
Production distribution is important
for the company because of the following factors: sales volume determines such
indicators, as the income , profit, profitability . Also production and sales
depend on logistical support . Thus, in the process of marketing result is definitively
determined by the enterprise , that aimed at enhancing the business activity
and maximize profits .adapting marketing network and service before and after
the purchase of goods to consumer demands, enterprise-producer increases its
chances in the competition.
Length of distribution channel
enterprise "Medochok" will be onel evel, that consists of one
intermediary. This will appear retailer. The choice of one level channel is
explained by the company is not profitable to attract other mediators through
great expense to them, and the company saves money that can be used for
different types of advertising.distribute our production, cooperating with such
companies as: 'Agroru', 'Zlatomed TM' and 'Peredova Pasika'.task of retailer
besides selling goods will also be collecting information, conducting market
research and distributing of the results for saling and trading. That is, it
will help the company to improve its production to meet consumers.
Participants distribution channels
perform certain functions:
. Data collection, conduct market
research and spread of the results to plan marketing and barter;
. Finding potential customers,
establishing and maintaining relationships with them;
. Sales promotion;
. Conducting negotiations with
customers on price levels;
. Selling goods to consumers;
. Transportation and storage of
goods;
. Funding for distribution of goods;
. Assuming the risk.
For successful functioning of our
business we need potential customers.So that to find them, establishing and
maintaining relationships with them will deal brokers, who will be attracted by
retailer.is important to adapt products to the requirements of customers,
including manufacturing, mounting, packaging products, sorting and picking.
Retailers provide commercial, trade
services, for example sale of goods to consumers.railway transport is well
adjusted for transportation of different parties of cargoes in any weather
conditions. It provides an opportunity to deliver the goods over long
distances, regularity, and quite low cost of transport."Medochok"
personally will finance the process of distribution of commodities and accept
the risks , including responsibility for product during its promotion to the consumer.
Determining the width of the channel
, the company " Medochok " is oriented on the principles of selective
distribution. With this division of the company limits the number of retailers
, giving rights to sell its products to individual brokers . The objectives of
the company are reduced to reaching a wide market, getting high profits through
the implementation and ease of place of purchasing for the consumer.consumer
will be able to buy our products in a store, where he can see the goods.
It is well known that the sales
volume of the company is a dynamic indicator and as a result of various factors
can be changed. Therefore advisable to analyze the breakeven point and to find
the critical sales, where price is equal to the cost and the company with the
proceeds from the sale may only cover their costs.from sales: I = P*N=122,99
*168=20662,32costs = V * N = 35*168 =5880costs = F + V * N =5400 + 35
*168=.11280
The volume of sales of the company
is a dynamic indicator and as a result of influence of different factors
(changes in economic conditions, actions of competitors, etc.) can fall.
Therefore, you should conduct a break-even analysis and find the point of
critical sales, where the price is the cost and the company due to income from
the sale may only cover their costs. The point of critical sale divides the
volume of realization(in the theoretical sense) into two intervals:
· Interval (0;Nkr),
in which the company suffers losses, because P<S;
· Interval (Nkr;Nopt),
in which an enterprice makes a profit,because P>S.
We need to find the critical sales
volume:
Pic.5.1 The theoretical critical
level marketing
A break-even point - is a level of
physical volume sales at a given price within a particular time period (month ,
quarter , year) , due to that an enterprise covers its costs. Profit of the
company delves at break-even point. A break-even point shows at what volume
productions and realization of products a profit yield from realization equals
charges on a production. Enterprises makes sense to produce products, if a
project will allow to provide a production and realization of commodity in a
volume that exceeds the threshold of break-even, only then a project begins to
bring in a return.
For volume production, the lower the
threshold of break-even , the company incurred losses., in order that an
enterprise did not end up in losses, but here it will have no profits, it is
needed to realize units.
Chapter 6.Campaign Planning product
promotions
marketing communications encompasses
four components , such as:
· advertising;
· PR (public relations);
· personal selling ;
· sales promotion.
Advertising - any paid form of
non-personal information spreading about the company or its product or service
from a particular registered customer. The main objectives of advertising is to
inform consumers about the product and a reminder of image formation . Our
company will market our products by:advertising using promotional videos on
leading TV channels of the country;
souvenir advertising, which is
characterized by the fact that there will be given away for various small
podarunochky ( key rings , pens , calendars , etc.) with our brand name ;are
the examples of key rings:
Pic.6.1 The ‘Medochok ’key rings .
Outdoor advertising, which will be
manifested in the form of a billboard .Committee (PR) - aims at a positive
image of the company activities , friendly to her and her friend . Our company
focuses on children because we have a Christmas service when Santa Claus brings
chocolate child personally to the address, but this should be indicated and the
number of units sold products must be at least 50. The same goodies Santa
brings our production in orphanages and kindergartens.selling - a means of
communication to inform consumers about the product and company and direct
implementation of marketing operations when contact with the user completes the
sale of goods. It is the most effective means of communication among all . Our
company uses direct marketing in supermarkets "Auchan " in the form
of tasting where consumers can try our chocolate, get all the information you
need and if you want, buy it.Promotion - short-term incentive measures to
encourage consumers and intermediaries to purchase goods. Ways of sales
promotion are discounts, sales , sweepstakes, promotions and more.
Among the varieties of my marketing
communications company prefers to use the rules of the shares of the
supermarket chain . We use such actions as:
"3 for the price of 2-story
" that is because, when you buy 2 units sold , 3 is given as a gift, which
is good news because getting something for free is always nice ;that our honey
company will be different from the other , it requires sufficient advertising ,
so you should use the strategy of " pull " , because you need to
familiarize consumers with the benefits of our products interest them , and
then has been actively promoting the product by channels.is therefore important
to use and combine all 4 tools of marketing communications because it is to
lead to an increase in demand and the objectives of the company "Medochok
".
Conclusions
During the writing of course project
were identified needs of the population in high-quality and relatively
inexpensive honey of domestic production. There was conducted collecting of
secondary information, which showed that dissatisfied need really existed . To
meet this need, was created the enterprise "Medochok", which mission
is to meet consumer demand for honey.the second chapter, whuch based on the
research of tastes and preferences of consumers, was made a segmentation of the
market. The company aims are to reach a target market, distributing it to
targeted segments of consumers by gender, age, favourite type of honey for each
segment of consumers. We also apply a differentiated marketing strategy.the
third chapter we discussed the range of enterprise operations and
characteristics of the goods by the three-level model of F.Kotler. BAlso we
worked out the chart of positioning and defined basic advantages above
competitors: high quality and average price.the fourth chapter , it was
determined that the demand for honey is flexible, ie when prices change in
demand also change dramatically. We calculated the optimal price for a product
company, which is 122,99UAH .The optimal amount of sales -168 units. also
defined the maximum profit of the company in the amount of 9382,32 UAH. And
built a graph of cost of sales.
The next step was the formation of
an extensive network of goods movement and collaboration of agents. There was a
graph of the demand for Honey, we also found the break-even point (47
units).last chapter was defined communication policy of the created firm,
namely select facilities of distribution of advertisement, described facilities
sales promotions that an enterprise will use. It describes two types of
advertising: television and magazine. Sales promotion is certain for every
level.
References
1. Balabanov
LV Marketing: Tutorial. - 2nd edition , revised. and add. - K.: Knowledge
Press, 2004. - 645s .
2. Garkavenko
SS Marketing: Textbook. - 4th edition enlarged - K.: Libra, 2010 - 720 p.
3. Krykavskyy
EV, Deynega I. Patora R.Navch . Guide. Marketing product policy - Lviv: 2nd
Edition . Publisher of "Lviv Polytechnic ",
2008. - 276s .
4. Guidance
for the course of the project " Formation of the marketing mix of the
enterprise" of course " Marketing" for students of all learning
disciplines 0305 "Economics and entrepreneurship " and the 0306
"Management and Administration" / Sost. : Frost L., E. Krykavskyy V.
mowers NS, NE Kuzio , Leonov S., Rykovanova IS, Savchenko YT - Lviv: "Lviv
Polytechnic " 2009 . - 26 p.
5. Frost
LA, Chukhray NI Marketing / for science. eds. Moroz LA : Tutorial - Lviv:
"Lviv Polytechnic " ( Information and Publishing Center
"Intelligence +" Institute training and retraining ), 2009. - 244 p.
Questionnaire
Hello! The company
"Medochok" conducts a survey to determine the demands of consumers in
choosing a product as honey. Please answer a few questions. Select the option
that is most appropriate for you, or write your own answer.
.Do you like honey?. Yes. No
. What is your favourite kind of
honey?. Flower Honey. Comb Honey . Liquid Honey (extracted). Creamed
Honey (granulated)
.How often do you use honey?. Once
a week or more often . 2-3 times a month . Once a month . Every 2-3
months . 2-3 times a year . Once a year or less . Do not use
.Have you ever tried honey
“Medochok”?. Yes. No (go to question 8 )
5.Please tell us how “Medochok
”would rate on the following attributes.
|
1 Not At All Descriptive 2 3 4 5
Very Descriptive High quality
Expensive
A
brand I can trust
Well built
A good value
. Which of the following best
describes your need for honey ‘Medochok’?. I really need this product
because nothing else can solve this problem. . This is a minor
improvement over what I currently use. . Looks okay but is about the same as
what I'm using now. . My current product would serve me better. . I am not
at all interested in this product.
.Overall, what is your reaction to
the described product ‘Medochok’?. Poor . Fair . Good . Very
Good . Excellent
.Did anyone influence your buying
decision?. Yes . No(go to question 10)
. What exactly influences your
decision and how? _______________________________________________________________
.Where do you mostly buy honey? . in
supermarkets . stalls in the market . Special shops selling organic
products . Your reply ___________
.Based on the product description,
how interested would you be in buying honey if it were within your budget?
Please check one.. Not at all interested . Not very interested . Not
sure . Somewhat interested . Extremely interested
.What other brands of Honey have you
used? (Check all that apply). “Ukrainian Honey’ . “Svit Medu”. . “Bartnick”
. I haven't used honey “Medochok’,but I'm familiar with it. . I
know nothing about honey “Medochok”
. Please select your gender: . female
. male
.Enter your age category: . 13-18
years . 19-25 years . 26-45 years . 46-and over
. Enter your average monthly income:
. 1000 USD. . 1000-2000 USD. . 2001-3000 USD. . 3001
and more
16.In what part of Ukraine do you
live?
_______________________
Thank you for your cooperation!