ВКР (1190817), страница 14

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The offer shall be rather strong to involve new consumers in purchase of goods.

UTP can be true — emphasizing real differences of goods from products of the competitor — and false, not based on real uniqueness of goods.

Considering that the organization is engaged in training and different organization of events, it is possible to create a unique selling proposition which will yield huge fruits. But the organization does not have it. She does not know as well as that it is correct to offer. Nobody sees advertizing, it is few of it, and quantity trained a little. Therefore, the organization needs UTP or new faces will not visit the organization, and already available over time will leave, as well as occurs.

For organization of events of UTP it is important not only for the audience or participants, but also and for sponsors, partners. All participants of events shall know – why they go for event or why it is sponsored.

5. Lack of a payment for events. The organization not always charges a fee for tickets for events. It would be by the way if all aforesaid was performed and the organization could not worry for profit or result after carrying out event. But since at the organization in plans to receive huge result, at the same time all problems are not considered above, it needs to charge a fee for events. Otherwise the organization can enter minus and only in case of elimination of all problems can expect huge positive result.

Thus, the organization has five problems:

1. Low-quality website

2. Lack of SMM

3. Lack of a context

4. Lack of the Unique Selling Proposition (USP)

5. Lack of a payment for events

Problems are reasonable and are subject to a further explanation and recommendations about their elimination.

Necessary events for elimination of problems:

1. Expansion of a range of services: carrying out and organization of events of any class

2. Determination of the Unique selling proposition

3. Hiring of SMM of agency

4. New website

5. Sale of tickets

6. Financial model and Gantt's chart

1. Expansion of a range of services: carrying out and organization of events of any class.

Will be engaged in different organization of celebrations actually always since it is first of all service, so no import will be able to replace it. Also there will be Birthdays and weddings, holidays according to calendar day and city events on which carrying out there will always be a demand if the organization can do it top-level, even for expensively.

The center is engaged in the organization of several events. He is not engaged in the organization and carrying out custom events, holidays and tenders though would cost since it is demanded. Also the center has the video counts and photographers, the director of the organization has an extensive experience of the leader, etc. therefore the organization has all necessary to expand a range of the services.

The organization can be engaged in carrying out children's holidays, Days of Births, city tenders and competitions, parties and other city events. It is also possible to be engaged in holding weddings, various holidays which are celebrated by many people (on March 8, on February 23, new year and others), corporate holidays and evenings, the organization of holding forums.

2. Development of a unique selling proposition

The concept of UTP has been pushed by American Rosser Reeves. In the book "Reality in Advertising" which has appeared in 1961 it has described rationalistic approach to sales. Advertizing, according to this approach, shall concentrate on these or those unique properties of a product or service which bring to the client clear, tangible benefits.

BEST of all the idea is characterized by the main rules which shall be observed in the advertizing offer (the principles of UTP):

1. In advertizing the emphasis on benefit, important for the client, is placed.

2. This benefit is unique: competitors or cannot present her (for the technical or image reasons), or so far have not made it.

The first two points shall affect strongly consciousness of the consumer, involve it in purchase of goods or services.

Contrary to a popular belief, its creation and implementation is rather labor-intensive and long process. Sometimes on study and testing of efficiency the whole years leave.

2. UTP shall differ markedly from competitors, to be not standard and creative that it could be allocated against competitors.

3. It is necessary to use a universal formula when forming UTP which includes summing of answers to such questions as:

- goods/service name;

- in what difference from competitors;

- why.

So, we will create UTP for advertizing and producer the BEST center. The organization is engaged in producing and the organization of various events and does it at the professional level, with experience, with attrevent of stars if it is required, therefore, it is necessary to attract clients with the bright, short announcement.

The name of service can sound so: "BEST. Organization and carrying out events: Expensively…for those who appreciate quality and require bigger".

In this case the announcement sharply contrasts with competitors who offer the services, usually using the words "at low price", "cheap", "qualitatively" and тд.

3. Hiring of SMM of agency

Practically each business realizes marketing campaigns on social networks. The entities create publics and groups, publish content, attract one way or another subscribers. Actually, they spend resources for different types of activity on social networks, without understanding their value for business and even without trying to make it.

"BEST" also have a public, group, a profile in an Instagram. But as nobody is engaged in promotion and there is no understanding that it can bring the organizations, and participants of groups, subscriptions, etc. significantly it is not enough.

4. New website. It is necessary to rewrite completely the website, both for the organization, and for its projects and events.

Attendance of the website — one of the most important indicators of its successful promotion. Therefore brands spend resources to receive a target traffic. They use various marketing technologies, including advertizing, content marketing, SMM, Email-mailings, SEO, etc. Fight for a traffic requires continuing efforts and investments as potential and current consumers always need new information.

It is necessary to develop separate design for mobile version, so the share of a mobile traffic already exceeds computer.

We summarize specific events for the organization:

1. Opening of meanings (writing of the selling texts)

2. Creation of a prototype of the website (Moqups – prototyping of the websites)

3. Development of design under a prototype

4. Adaptation of design under mobile version

5. Connection of services of analytics (Googlanalytics, Yandex metrics)

Thus, the bigger number of visitors will know of all events of the organization.

5. Sale of tickets. The organization does not sell tickets for the events. Including on the tender "Ms. Khabarovsk". It is connected with the fact that not each person in the city knows about this tender and when it is carried out, according to persons interested there is not a lot of. Tender can be simply not interesting to someone if there are no familiar faces. Besides the organization does not invite fans of participants since it is more important to invite to event of the famous figures of the city for advertizing to tender. As regular residents will not give good advertizing, they are not on events. Last year of tender the organization charged a fee from fans in the amount of 3500 and the quantity them has been limited. Same year the payment in the amount of 4000 has been at first offered, but soon it was cancelled and tickets on sale were not. Perhaps, because of lack of demand for tickets. But the organization has gone to a meeting to participants who have taken certain places to the tender final, having offered them as a gift the ticket for two persons and at the same time has sold the available tickets.

To the entity it was not profitable to take to charge payment since there is no good advertizing for event and a fee there is nobody in principle. From the famous figures of the city who have been invited personally by the organization it is also not profitable to charge a fee since not all want to visit events, and the payment for tickets will only push away potential customers, especially for not the small amount.

Exit option from such situation for the organization in my opinion such: to be engaged in advertizing as it was already recommended above, to be engaged in social networks, the website and other various promotion of the organization and its events. To extend also the UTP various communication channels. Advertizing will be seen by as much as possible people, events will interest someone, events and services of the organization, therefore, there will be a demand, and the profit will increase from there. On a skolka of event of the organization, its services will become popular and there will be a great interest at audience then it is possible to appoint a payment for tickets for all events and it will be reasonable.

6. Financial model and Gantt's chart

All planning process of events it is possible to present Gantt's charts in the form. Too most it was possible to make for the tender "Ms. Khabarovsk 2015". The chart does evident all process and simplifies its planning.

Gantt's chart (English Ganttchart, also tape chart, Gantt's schedule, the schedule) is a popular type of column charts (histograms) which is used for an illustration of the plan, the working schedule on any project. Is one of planning methods of projects. It is used in applications on project management. In fact, Gantt's chart consists of the strips oriented along time axis. Each strip on the chart represents a separate task as a part of the project (work type), its ends — the moments of the beginning and completion of work, its extent — work duration. As a vertical axis of the chart serves the list of tasks. Besides, on the chart cumulative tasks, completion percent, indexes of sequence and dependence of works, tags of the key moments (milestone), a tag of a present situation of time, etc. can be noted "Today".

It is possible to build financial model of the entity also.

The example of financial model can be performed on the example of a wedding celebration. We will provide that in connection with big the number of the weddings which are taking place in the summer them will be about 20 for June.

The organization takes about 50% of total amount to itself. Event is held by professionals who have available own professional photographer, the choreographer and the leader whose experience constitutes several years therefore the percent from total amount is reasonable. Revenue of agency directly depends on the number of organized events and their budget. On average in Russia spend for a wedding from 100 thousand rubles to 1 million and more rubles. Respectively, the more expenditure for event, the profit of the organization is more.

Result the cost amount has constituted 103 800 rubles. The commission of agency constitutes 50%, therefore the profit of agency will be in the amount of 51 900 rubles. Have assumed that 20 weddings will be held in June, and from here the profit constitutes (provided that the commission on average 50%) 1 038 000 rubles.

Costs of the organization for advertizing of the events and services for the first time constitute: to make the excellent website from 80 000 to 100 000 rubles, setup of YandexDirect and GoogleAdwords from 10 000 to 60 000, advertizing monthly constitutes from 10 000 to 100 000 rubles. We will take the website for 80 000 rubles, setup of Yandex and Google of 30 000 rubles and a monthly payment for advertizing 50 000. The amount of total costs constitutes: 160 000 rubles.

In the conclusion it would be desirable to note that the organization can rise and steadily get high profit. The main thing to consider all recommendations and to take advice.

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