Marketing strategies for promoting high-tech products to the market. Marketing promotion strategy. Consider what the concept of "new product" means

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Basic elements of a promotion strategy

Being an integral element of marketing, the promotion strategy consists of many elements, the totality of which is a complex of marketing communications. AT general view they are shown in Figure 1.

Figure 1. Basic elements of the marketing communications mix. Author24 - online exchange of student papers

Advertising is the basis of the promotion strategy. In general, it is a targeted informative impact of a non-personal nature, carried out in relation to consumers in order to promote and sell the company's products. Its main purpose is to convey information to target audience which is carried out through the use of various media channels.

The second important element of the promotion strategy is direct sales promotion. In general terms, it should be understood as a multiple set of short-term promotional actions carried out by the company aimed at stimulating potential consumers to purchase or test goods and services.

Sales promotion can be directed to:

end consumers;
intermediaries;
trading agents.

The third element is propaganda or PR (public relations - public relations). This group includes various programs designed to promote and/or protect the image of a company and its products. Their main goal is to establish and maintain communications between the company and the public in order to achieve the strategic goals of the business.

The fourth element is personal selling, which should be understood as the direct interaction of representatives of the organization with one or more potential buyers in order to conduct presentations, answer questions and receive orders. In other words, it is a direct presentation of a product or service to a potential consumer, carried out official representative companies.

In some cases, direct marketing is singled out as a separate group within the promotion strategy, based on direct (direct) interaction between the consumer and the manufacturer in the process of selling a particular product.

Development of a promotion strategy

The development of a promotion strategy is subject to a certain algorithm, which implies the need to go through a number of stages. In general, they are shown in Figure 2.

Figure 2. Stages of developing a promotion strategy. Author24 - online exchange of student papers

To penetrate into new sales markets and strengthen positions in already occupied firms, it is necessary to take into account regional specifics. Understanding the strategic goals and objectives of business development plays an equally important role. The promotion strategy should correspond to the general concept of the company's development and complement the marketing strategy of its development.

An important step in developing a sales promotion strategy is to analyze the market, especially competitors. Here it is necessary to understand how competing firms market and promote their products, what tools they use, how they attract consumers.

Based on a deep analytical study in accordance with the overall marketing strategy, the company's goals are determined in the field of promotion and sale of its products in selected markets. The promotion policy is formed, the set and content of the tools of the marketing communications complex are determined. The process of bringing products to the end consumer is subject to planning.

An important role is given to the formation of the promotion budget. Here, the amount of expenses for the implementation of the measures proposed within the framework of the strategy is predicted, and planned sales indicators are also formed.

On the basis of the stages described above, the promotion strategy is formed. The mechanisms for bringing products to consumers and ways to stimulate consumer activity are determined. A special role is traditionally given to advertising policy.

Hello! In this article we will talk about an integral element of any modern enterprise - a marketing strategy.

Today you will learn:

What is a marketing strategy;
What are the levels and types of marketing strategies;
How to write a marketing strategy for your business.

What is an enterprise marketing strategy

Let's look at the etymology of the word "strategy" . In ancient Greek it means "The Art of the Commander" , his long-term plan of action in the war.

The modern world dictates its own terms, but strategy today remains an art that every entrepreneur must master in order to win the battle for profit and market share. Today, the strategy is a long-term plan of action aimed at achieving the global goals of the enterprise.

Any organization has a general strategy that corresponds to its global goals and strategy by activity. One of these is the marketing strategy of the enterprise.

Although the number of companies in various markets is constantly growing, store shelves are bursting with a variety of goods, and the consumer is becoming more and more whimsical and picky, many Russian companies still neglect marketing. Although it is the marketer who is able to highlight your product on the store shelf among competitors, make it special and make a profit. Therefore, the development of a marketing strategy is one of the key issues in planning an organization's activities.

Marketing strategy – overall plan development of each element (physical product - product, distribution, price, promotion; service - product, distribution, price, promotion, physical environment, process, personnel), developed for the long term.

marketing strategy like official document, is fixed in the marketing policy of the company.

The practical importance of marketing strategy for an enterprise

The marketing strategy, being an integral part of the overall strategy of the enterprise, directs activities to achieve the following strategic goals:

Increasing the company's market share in the market;
Increasing the company's sales volume;
Increasing the profit of the enterprise;
Gaining a leading position in the market;
Other.

The goals of the marketing strategy must necessarily be consistent with the mission of the enterprise and the overall global goals. As we can see, all goals are related to competitive or economic indicators. To achieve them without having a marketing strategy, if not impossible, then very difficult.

To achieve any of the above goals, it is necessary to prescribe the following elements in the company's marketing strategy:

Target audience of your company/product. The more detailed you describe your target customer, the better. If you have chosen several segments for yourself, then describe each of them, do not be lazy.
Marketing complex. If you are offering a physical product, then describe each of the four P's (Product, Distribution, Price, Promotion). If you are selling a service, then you will need to describe the 7 Ps (Product, Distribution, Price, Promotion, Physical Environment, Process, Personnel). Do this as detailed as possible and for each element. Name the core benefit of your product, indicate the key value for the client. Describe the main distribution channels for each product, determine the price of the product, possible discounts and the desired profit per unit. Think about what marketing activities will be involved in the promotion. If you offer a service, then determine who, how and where (in terms of the design of the premises, work tools) will implement it.

Each of the elements must also form its own strategy, which will be included in the overall marketing strategy of the business.

Marketing budget. Now that you have a detailed marketing strategy, you can calculate your total budget. It doesn't have to be exact, so it's important to include a fallback here.

Once you have identified each of the listed elements, you can begin to achieve your goals through a series of tasks:

Formulation of a strategic marketing problem (this point should be given the most attention);
Needs analysis;
Segmentation of the consumer market;
Analysis of threats and business opportunities;
Market analysis;
Analysis of the strengths and weaknesses of the enterprise;
Choice of strategy.

Enterprise Marketing Strategy Levels

As we can see, the overall marketing strategy includes strategies for marketing elements. In addition, the marketing strategy must be developed at all strategic levels of the enterprise.

In the classical reading, four levels of enterprise strategies are distinguished:

Corporate strategy(if your company is differentiated, that is, it releases several products, otherwise this level will not exist);
Business strategies- strategy for each type of enterprise activity;
Functional strategy- strategies for each functional unit of the enterprise (Production, marketing, R&D, and so on);
Operational strategy– strategies for each structural unit of the company (shops, trading floor, warehouse and so on).

However, the marketing strategy will only cover three levels of the strategic hierarchy. Marketing experts recommend excluding the functional level, as it involves considering marketing as a narrowly functional type of activity. Today, this is not entirely true and leads to short-sighted marketing decisions.

So, the marketing strategy must be considered from the point of view of three levels:

Corporate level: formation of an assortment marketing strategy and a strategy of market orientation;
Business unit level: development of a competitive marketing strategy;
Product level: product positioning strategy on the market, strategies for the elements of the marketing mix, strategies for each product within the product line strategy.

As we can see, we should develop 6 types of strategies as part of the overall marketing strategy of the enterprise.

Choosing the type of marketing strategy for your business

Let's start moving towards a common marketing strategy from the highest level - corporate. It will be absent if you offer only one type of product.

Corporate Level Marketing Strategy

Within the corporate level, we need to consider an assortment strategy and a market-oriented strategy.

Assortment strategy of the enterprise

Here we need to determine the number of product units of the assortment, the width of the assortment, that is, the number of goods different category in assortment (for example, yogurt, milk, and kefir), the depth of the assortment, or the number of varieties in each category (raspberry yogurt, strawberry yogurt, and peach yogurt).

As part of the assortment policy, the issue of product differentiation (changes in its properties, including taste, packaging), the development of a new product and the removal of the product from production are also considered.

The listed questions are solved on the basis of the following information about the market and the company:

The size and pace of market development;
The size and development of the company's market share;
Sizes and growth rates of various segments;
The size and development of the market share of the enterprise in the product market.

It is also necessary to analyze information about the products that are included in the product line:

Trade turnover by product;
Level and change of variable costs;
Level and trends in gross profit;
The level and change of fixed non-marketing costs.

Based on this information, the assortment strategy of the enterprise is compiled.

Market Orientation Strategies

As part of this strategy, we need to identify the target market and designate target segments. Both questions depend on your assortment and individual products.

In general, at this stage, the decision comes down to choosing one of the following market segmentation options:

Focus on one segment. In this case, the seller offers one product in one market.
Market specialization. It is used when you have several categories of goods that you can offer only to one segment of consumers. Let's depict this schematically ("+" - a potential consumer)

Product specialization is suitable for you if you have only one product, but at the same time you can offer it to several segments at once.

Selective specialization. This is the case when you can tailor your offer to any of the segments. Your product range has enough products to meet the needs of each segment.
Mass Marketing. You offer one universal product that, without any changes, is able to meet the needs of each segment of your market.

Full market coverage. You produce all the products available on the market and, accordingly, are able to satisfy the needs of the entire consumer market

Before defining a market orientation strategy, we advise you to carefully analyze the needs of the customer segments that exist in your market. Also, we do not advise you to try to “capture” all segments at once with one product. So you risk being left with nothing.

Business unit level

The choice of a competitive marketing strategy is a fairly broad issue. Here it is necessary to consider several aspects at once, but first it is necessary to carry out analytical work.

First, evaluate the level of competition in the market. Secondly, determine the position of your company among competitors.

It is also necessary to analyze the needs of your target audience, assess the threats and opportunities external environment and identify strengths and weak sides companies.

It is necessary to carry out analytical work with the product: identify its key value for the target consumer and determine the competitive advantage. After you have done the analytical work, you can start choosing a competitive strategy.

From the point of view of marketing practitioners, it is advisable to consider competitive strategies from two angles: competitive advantage and the role of the organization in a competitive market.

Competitive strategies by type of competitive advantage

Here it would be expedient to immediately present these strategies in the form of a diagram, which we will do. The columns contain the possible types of competitive advantage of the organization, in the rows - strategic goal product (company). At the intersection, we get strategies that suit us.

Differentiation strategy requires you to make your product unique in the quality that matters most to the target customer.

This strategy is right for you if:

The company or product is at this stage life cycle like maturity;
Do you have a large enough Money for the development of such a product;
The distinctive property of the product is its key value for the target audience;
There is no price competition in the market.

Cost leadership strategy implies that you have the ability to produce a product at the lowest cost on the market, which allows you to become a leader in terms of price.

This strategy is right for you if:

You have technologies that allow you to minimize production costs;
You can save money on production scale;
You are lucky with the geographic location;
You have privileges when buying / extracting raw materials;
The market is dominated by price competition.

Focus on costs and differentiation assumes your advantage over competitors in only one segment, chosen by you, in terms of cost factor or distinctive features of the product. Choosing what to focus on (on cost or differentiation) will help the selection factors that we have analyzed above for each of the strategies.

The focus strategy has the following factors:

You can identify a clearly distinct segment in the market with specific needs;
There is a low level of competition in this segment;
You don't have enough resources to cover the entire market.

Competitive strategies by the role of the organization in the market

At the very beginning, we recalled that the concept of "strategy" entered our lives from the art of war. We invite you to return to those ancient times and participate in a real battle, only in our time and in a competitive market.

Before you go to the battlefield, you need to determine who you are in relation to your competitors: a leader, a follower of a leader, an industry average, a small niche player. Based on your competitive position, we will decide on a "military" strategy.

Market leaders it is necessary to hold the defense so as not to lose your position.

Defensive war involves:

Outpacing the actions of competitors;
Continuous innovation in the industry;
Attack on oneself (own competing products);
Always be on the lookout and "jam" the decisive actions of competitors with the best solutions.

Follower of the leader take an offensive stance.

First of all, you need:

Determine the weaknesses of the leader and "hit" them:
Concentrate your efforts on those product parameters that are a "weak" side for the leader's product, but at the same time are important for the target consumer.

Industry average a flanking war would do.

It involves the following combat actions:

Search for a low-competitive market/segment;
An unexpected attack from the flank.

If you are a niche player, your war is guerrilla.

You should:

Find a small segment that you can cover;
Be active in this segment;
Be “flexible”, that is, be ready at any time to move to another segment or leave the market, since the arrival of “big” players in your segment will “crush” you.

Product level marketing strategy

The marketing strategy of a product is represented by three types of strategies at once: a strategy for positioning a product on the market, strategies for the elements of the marketing mix, strategies for each product within the marketing strategy of a product line.

Positioning strategy

We propose to highlight the following positioning strategies:

Positioning in a specific segment(for example, young mothers, athletes, clerks);
Positioning on the functional features of the product. On the functional features focus mainly on companies specializing in high-tech products. For example, Iphone, seeing the need of the target audience for excellent photo quality, positions itself as a smartphone with a camera no worse than a professional one;
Positioning at a distance from competitors(the so-called "blue ocean"). There is such a positioning strategy as the strategy " blue ocean". According to this strategy, the competitive market is a "red ocean", where companies fight for each client. But an organization can create a "blue ocean", that is, enter the market with a product that would have no competitors. This product must be differentiated from competitors by key factors for the consumer. For example, Cirque du Soleil proposed a completely new format of the circus, which differed in price (it was much more expensive), did not have performances with animals and clowns, changed the format of the arena (there is no longer a round tent), and focused mainly on an adult audience. All this allowed the Cirque du Soleil to withdraw from the competitive market and "play by its own rules".
Positioning on the corporate character. There are quite a few such examples: the rabbit Quickie from Nesquik, Donald McDonald from McDonald's, the cowboy Wayne McLaren from Marlboro. True, sometimes a character also has a negative impact on the image of a company or product. So Wayne McLaren died of lung cancer and in the period from diagnosis to death sued Marlboro, publicly telling how harmful their cigarettes were. "Toons" are also sometimes harmful. So "Skeletons" from Danone were not popular among mothers because of the pumping images of cartoon characters used in advertising.
Discoverer. If you are the first to offer a product, you can choose a pioneer strategy when positioning;
Positioning based on a specific service process. This is especially true for the service sector. Everyone has already heard about the restaurant "In the Dark". He will be a great example of this positioning.

Marketing Mix Strategies

Within the framework of the strategy for the elements of the marketing mix, it is necessary to consider four strategies for the elements of the marketing mix.

Product marketing strategy

In addition to the assortment strategy, which we have already considered, it is necessary to define a strategy for each product unit. It will depend on the stage of the product life cycle.

There are the following stages of the life cycle:

Implementation. The product has just appeared on the market, there are not so many competitors, there is no profit, but sales volumes are quite high, as are costs. At this stage, our main goal is to inform the target audience. Actions should be as follows:

Analysis of existing demand;
Informing the target audience about the qualities of the product;
Convincing the consumer of the high value of the product;
Building a distribution system.

Growth. You see a rapid increase in sales, profits and competition, costs are falling. You need:

Modify the product to avoid price competition;
Expand the range to cover as many segments as possible;
Optimize the distribution system;
Direct the promotion program to stimulate, and not to inform, as it was before;
Price reduction and introduction of additional services.

Maturity. Sales are growing, but slowly, profits are falling, competition is growing rapidly. In this case, you can choose one of three strategies:

Market modification strategy, which involves entering new geographic markets. In addition, as part of this strategy, it is necessary to activate promotion tools and change the positioning of the product.
Product modification strategy involves improving the quality of the product, changing the design and giving additional characteristics.
Marketing mix modification strategy. AT this case we have to work with the price, it needs to be reduced, promotion, it needs to be activated, and the distribution system, the costs of which need to be reduced.

recession. Sales, profits, promotional costs and competition are down. This is where the so-called “harvest” strategy, that is, the gradual phasing out of the product, will suit you.

Pricing Strategies

Distinguish pricing strategies for new businesses and "old-timers" of the market.

Pricing strategies for new ventures

Market penetration. Relevant if the market has a sufficiently elastic demand. It consists in setting the lowest possible price for the product.
Functional discount strategy for sales participants. If we want our product to be promoted by large networks, we need to give them a discount. Suitable for large companies.
Standard pricing. Nothing special. The price is calculated as the sum of costs and benefits.
Market following involves setting the same prices as competitors. Suitable for you if there is no fierce price competition in the market.
Price integration strategy applicable when you can agree to maintain the price level for certain level with other market participants.
Strategy of balance between quality and price of goods. Here you need to determine what you will focus on: price or quality. Based on this, either minimize costs (lower the price), or improve the quality of the goods (raise the price). The first option is valid for elastic demand.

Pricing Strategies for the Watchdog Market

Open price competition. If you are ready to reduce the price to the last player in the market, then this strategy is for you. Do not forget to estimate the elasticity of demand, it should be high.
Rejection of "price transparency". In this case, you need to make it impossible for consumers to compare your price with competitors' prices. For example, make a non-standard volume of the product, for example, not 1 liter of milk, but 850 ml. and set the price a little lower, but in such a way that your liter of milk is actually more expensive. The consumer will not notice the trick.
The strategy of offering a package of goods. The strategy of offering a package of goods is to provide the opportunity for the consumer to purchase a “bundle of products” at more than favorable price than buying them separately. For example, in the McDonald's chain of restaurants, such a package of products is a Happy Meal for children. When buying it, the consumer receives a toy at a reduced price, and the company receives an increase in sales.
The strategy of step pricing on the proposed range. Break down the entire range by price segments. This will allow you to cover the majority of the market.
Price linking strategy. We all remember the “appendage” that was attached to scarce goods. This is a great example of applying this strategy.
Price differentiation strategy. If your main product needs complementary products, then this strategy is for you. Set a low price for the main product and a high price for the complementary one. After purchasing the main product, the consumer will be forced to purchase a complementary one. Good example– capsule coffee machine and capsules with coffee.
Introduction of free services. This strategy is similar to the strategy of abandoning price transparency. In this case, the consumer will also not be able to compare your prices with the prices of competitors.

The next step in defining a pricing strategy is to define a pricing differentiation (or discrimination) strategy, which is optional for the company.

There are two price differentiation strategies:

Geographic price differentiation strategy. It is subdivided into zonal pricing, flat pricing, selling price, basis point pricing, and producer shipping costs strategies.

If your company is present in several areas (multiple geographic markets), then use the strategy zone prices. It involves setting different prices for the same product in different geographic regions. The price may vary depending on the average wages in the region, the difference in shipping costs and so on.

If you set the same prices for products in all regions, then your strategy is single price strategy.

Sale price strategy applies if you do not want to transport the goods at your own expense to the consumer (point of sale). In this case, the consumer bears the cost of delivery.

Basis point price involves fixing a certain point, from which the cost of delivery will be calculated, regardless of the actual place of dispatch.

Manufacturer's shipping cost strategy speaks for itself. The manufacturer does not include the cost of delivery of goods in the price.

Price differentiation strategy for sales promotion. Suitable for you if the product is at the stage of maturity of the life cycle. There are a few more strategies here.

Lure price strategy. If your assortment has a sufficient number of products, you can apply this strategy. It consists in setting prices much lower than market prices for any one product. The remaining goods are offered at the average market price or above the average price. The strategy is especially suited to retail stores.

Price strategy for special events - promotions, discounts, gifts. We won't stop here. Let's just say that there are discounts for timely payment of goods in cash ( wholesale), volume discounts, dealer discounts, seasonal discounts (if you sell a seasonal product, you need to stimulate sales in the off-season).

Product distribution strategy

As part of the distribution strategy, it is necessary to determine the type of distribution channel and the intensity of the distribution channel. Let's deal with everything in order.

Distribution channel type

There are three types of distribution channels:

direct channel– movement of goods without intermediaries. Used when a company offers high-tech or exclusive products to a small segment.
Short channel with the participation of a retail trader. In this case, an intermediary appears who will sell your product to the final consumer. Suitable for small companies.
long channel with the participation of a wholesaler (wholesalers) and a retail trader. If you have a high volume of production, then this channel will provide you with a sufficient number of outlets.

Distribution channel intensity

The intensity of the distribution channel depends on the product and production volume.

There are three types of distribution intensity:

intensive distribution. If you own a large production and offer a mass product, then this strategy is for you. It assumes the maximum number of outlets.
selective distribution. Selection of retail traders on any basis. Suitable for those who offer a premium, specific product.
Exclusive distribution. Careful selection of merchants or independent distribution of products. If you offer an exclusive or high-tech product, you should choose this type.

Having considered these elements, we will get a product distribution strategy that will be included in the overall marketing strategy of the company.

Product promotion strategy

There are two main promotion strategies:

Stretching progress involves stimulating demand in the market by the manufacturer on his own, without the help of distributors. In this case, the consumer himself must ask for your product from distributors. This can be done using promotional tools (advertising, PR, sales promotion, personal selling, direct marketing). In this case, the promotion strategy must specify all the tools used and the timing of their use;
push promotion. In this case, you must make sure that it is profitable for distributors to sell exactly your product. You have to “force” him to promote your product. This can be done with the help of discounts to sales representatives.

At first glance, choosing a marketing strategy seems to be a very time-consuming and lengthy process. However, after going through all the described stages of determining a marketing strategy for each level of the strategic pyramid, you will understand that it is not so difficult. Let us give you an example to prove our words.

Marketing strategy example

Step 9 Calculation of the overall marketing budget. We repeat once again, here will be only approximate figures.

Step 10 Marketing strategy analysis.

That's it, our marketing strategy is ready.

Promotion of goods and services is the most important component of a complex of marketing activities, representing any form of action used by an enterprise to inform, persuade and remind consumers about its goods, services, images, ideas, social activities. Suleimanova B. The system for promoting goods and services as one of the tools of the marketing complex // Marketing in Russia and abroad. - 2009. - No. 4. - S. 76.

Modern organizations use complex communication systems to maintain contact with intermediaries, customers, various public organizations and layers. In this regard, the concepts of "marketing communications" and "methods of product promotion" are essentially identical concepts, although experts include the same specific methods of product promotion and trade organization (for example, direct marketing) in different ways in the concept of "product promotion" and marketing communications.

The following types of communications are used to deliver planned messages to the consumer:

Advertising is any form of communication paid for by a specific person intended to promote goods, services or ideas. Although some types of advertising (for example, direct mail) are targeted at a specific individual, most advertising messages are intended for large groups of the population, and are distributed through such means. mass media like radio, television, newspapers and magazines.

Advertising plays an essential role in the activities of a huge number of private and state companies: it stimulates the consumer, forms public opinion, allows you to sell more, but significantly increases costs. Trutneva E.A. Econometric analysis of the effectiveness of the impact of advertising activity on the strategic indicators of the company's development (on the example of the telecommunications market) // Higher School of Economics Economic Journal. - 2009. - No. 4. - C. 520 - 548.

Sales promotion - various types of marketing activities that increase the initial value of a product or service for a certain time and directly stimulate the purchasing activity of consumers (for example, coupons or trial samples), the work of distributors and sales personnel.

Consumer incentives are aimed at increasing the volume of purchases by consumers, it uses the following main methods: providing samples for testing; use of coupons; return of part of the price or trade discount; package sales at reduced prices; premiums; advertising souvenirs; encouragement of a permanent clientele; contests, sweepstakes and games that give the consumer a chance to win something - money, goods, travel; expositions and demonstrations of signs, posters, samples, etc. at the point of sale of products.

For example, the distribution of samples, as well as tastings of products, is the most profitable move for edible products brought to the market, as well as printing, souvenirs, hygiene items and some other goods. These methods can either precede the start of sales, or work simultaneously with the start of trading. Kharlampieva S.S. Drawing up an advertising plan as part of a business plan when starting a private business // Marketing in Russia and abroad. - 2009. - No. 1. - S. 81.

Sales promotion activities are characterized by the rapid emergence economic effect, as they help to make a final purchase decision or stimulate purchases of an impulse type. After the end of the sales promotion campaign, sales return to the previous level. Slepenkova E., Gorchakov V. Building a complex of integrated marketing communications in Russian company// Vestnik Mosk. university Ser. 6. Economy. - 2009. - No. 5. - S. 72.

Public relations (public relations) - coordinated efforts to create a favorable image of the product in the minds of the population. They are implemented by supporting certain programs and activities that are not directly related to the sale of goods: publication in the press of information important from a commercial point of view, "publicity" on radio and television.

Direct marketing is an interactive marketing system that allows consumers to easily obtain information of interest to them and purchase products through the use of various information distribution channels. Includes direct mail, use of print catalog orders, and online catalog sales.

Personal selling - establishing personal contact with one or more potential buyers for the purpose of selling a product. Examples of such contacts are telephone conversations regional representatives of the manufacturer with local companies or enterprises retail, selective calls potential buyers directly to the house or sale of goods by telephone orders.

Special promotional or point-of-sale advertising media refers to the use of media that delivers a marketing message directly to the point of sale and increases the likelihood of purchase by customers. Such means, such as in-store coupons, remind the shopper of a particular product, deliver the company's marketing message, or inform them of the benefits of a future purchase.

Packaging - in addition to the main function, it serves as a location for a marketing communication message. Therefore, both technologists and designers, as well as marketing communications planners, are involved in the development of product packaging. Since it is the marketing message on the packaging that the store visitor sees in front of him at the moment of making a purchase decision, it plays an extremely important role in the process of persuading consumers.

Special souvenirs - free gifts, serving as a reminder of the company that produces the goods, and its brand name.

Sponsorship - financial support provided by the company non-profit organizations during the various events in exchange for the right to establish special relations with them. Sponsoring activities can enhance the prestige of the company and create a positive image of its activities. Examples of sponsorship include financial support for tennis tournaments or the donation of funds to charitable public foundations.

Licensing is the practice of selling the right to use a company's trademark or product. When a university allows a T-shirt manufacturer to use its name as an inscription on them, this permission must be issued in the form of a special contract.

After-sales service is an important part of maintaining marketing communications, which consists in after-sales customer service. Service programs are aimed at meeting the current needs of customers. An important tool for maintaining a positive perception of the company in the after-sales period is also the provision of guarantees for the goods sold.

Unplanned communications include all other ways to convey various information about the company and about it to potential customers. trademark. For example, a dirty delivery vehicle, lack of a safe parking space near a store, surly behavior of order takers, untidy appearance of the firm's office building, irritated employees, or constantly busy phones are some of the negative messages that can have a stronger effect on consumers. impact than planned marketing communications, including advertising and public relations. All employees of the firm, and especially those who directly deal with clients, may inadvertently become sources of unwanted information if they do not undergo special training, during which they become familiar with the communication effects of their actions and manner of communication. Although marketing communications professionals should not always be held accountable for these unplanned messages, they should still anticipate and eliminate messages that are inconsistent with the overall communication strategy of the firm, and stimulate the dissemination of information that fits into this strategy. Burnet J., Moriarty S. Marketing communications: an integrated approach / Per. from English. ed. S.G. Bozhuk. - St. Petersburg: Peter, 2001. - S. 8.

When promoting a product, a push strategy and a pull strategy are used.

"Push" strategy - the organization's activities aimed at promoting the product are addressed to representatives distribution system in order to persuade them to "bring" the product to the end consumer.

The "pull" strategy - the organization's activities aimed at promoting the product, is addressed to end consumers who, if they want to buy the product, begin to demand it from representatives of the distribution system, who in turn turn to the manufacturer. Golubkov G. Marketing research: theory, practice, methodology: Textbook. - M.: Publishing house "Finpress", 2005. - S. 105.

Most organizations use a combination of these two strategies.

All elements of the marketing mix are interconnected. For example, the functionality, quality of the product determine the price charged. Each consumer explicitly or implicitly evaluates the purchased product according to the “price-efficiency” criterion, comparing the amount of money laid out of his pocket with the benefits, the efficiency that the purchased product will provide him. Of course, the "pocket size" of each consumer is different. From this follows a well-defined practical recommendation for manufacturers: manufactured products should be designed for the "pockets" of consumers of various sizes. It is obvious that the chosen means of promoting and delivering the product affect the volume of sales and profit. And examples of such relationships between the elements of the marketing mix can be continued.

Thus, the promotion of a new product on the market is a set of various kinds activities to bring information about the merits of the product to potential consumers and stimulate their desire to buy it. Product promotion is carried out by using a certain proportion of advertising, sales promotion (sales), personal selling and public relations methods.