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This statisticscauses such a deep distribution in the practice of merchandising trade.Many experts define merchandising as marketing in sales points, using thetraditional marketing mix: goods, prices, sales, and communications.The main activities in the field of merchandising are identified:- Controlling the state of commodity stocks at a trading enterprise.- Maintaining the desired product range and the required level of inventory.- Developing and implementing the effective schemes for placing goods intrading rooms.- Realizing a complex of marketing communications in points of sale.- Stimulating the efficiency of sales personnel.There is also such a thing as integrated marketing communications at pointsof sale (ISMPS) - this is a complex of marketing communications, which includeselements and techniques of advertising, sales promotion, personal sales and publicrelations.
This, in fact, is the communication component of merchandising(promotion of stamps in points of sale).The funds of the IMCMP are divided into external and internal:1. External funds of IMCMP:- signboards;- scoreboard;- showcases;- icestoppers – are items near the store (product layout - light flax,mannequins, flat figures, barkers).2. Internal funds of IMCMP:104- POS - materials (point of sales - place of sale);- Music;- smells;- goodwill of the staff, its firm uniform;- design of commercial premises using the canons of the corporate style of thestore.4. SponsorshipFederal Law No. 38-FZ of 22.06.2006 "On Advertising" gives the followingdefinition of the sponsor:Sponsor - the person who provided the funds or provided the provision offunds for the organization and (or) the conduct of a sport, cultural or any otherevent, the creation (or) broadcast of a TV or radio broadcast, or the creation and(or) use of a different result of creative activity.Sponsorship is a system of mutually beneficial contractual relations betweenthe sponsor and the subsidized party (recipient), whose overall goal is to achievethe communication and marketing goals of the sponsor [52, p.197].Depending on the type of main target audience, the following areas ofsponsorship are distinguished:1.
Sponsorship focused on the consumer (on client markets):2. Sponsorship oriented to the general public (to the public):The main areas of application of sponsorship are:- Sports (comes first in the activity of sponsoring).- Culture and art.- Social sphereThus, marketing communications are called the tools by which the message issent; they are divided into four main types: advertising, sales and sales promotion,public relations, personal sales.In addition to the main ones, now, communications are actively developing,simultaneously using several or all of the main types of marketing communicationsand thus allowing to achieve a synergistic effect.
These include direct marketing,105branded technologies, sponsorship, exhibitions and fairs, integrated marketingcommunications at points of sale. The most rapidly developing forms of directcommunication with the target audience are currently developing. Of these, thepromotion of goods through electronic networks, in particular through the Internet,is particularly important.The influence of the communications carried out by the company and theirpotential impact on the target audience depends on how effectively thecommunication is planned.Careful planning of the marketing communications strategy makes it possibleto build more precise communications that will have an increased impact on themarket, saving large amounts of money. The planning process also facilitatesregular analysis, done and helps the manager to get a common perspective, whichis sometimes lost in a variety of everyday tactical actions [26, p.
176].The strategy provides the company with many benefits:- Each tactical action undertaken within the framework of the overall strategyis interfaced with other actions, which allows increasing the overall finalresult of the company's activities.- Tactical planning, if it is coordinated with a clearly defined strategicdirection, is easier and more expeditious.- The strategy of marketing communications leads to the strengthening of theoverall communication impact through integration.- The strategy of marketing communications is based on the organization'smarketing strategy, which, in turn, flows from the company's strategy.
Themarketing strategy includes the definition of the goal, the choice of markets(consumers), positioning, the development of a marketing mix, theallocation of resources.As you know, the strategic process begins with the study of the target market.It is necessary to analyze the results of the company's activities for the previousperiod and the potential of the product or brand. For this, we use indicators ofchanges in sales volume, market share, profit. It is also necessary to consider the106attractiveness of the market and the availability of distinctive advantages of thepromoted product or brand [7, p. 194].The next stage is the formulation of the goal of communication. Goals areformulated based on a definition of what can affect the behavior of the targetaudience. Clear definition of goals affects the next stages of communicationplanning; they also serve as criteria for evaluating the campaign after itscompletion.
Therefore, they must be specific, measurable and operational.After formulating goals, it is necessary to assess the factors that determine therelative importance of various channels of marketing communications. The nextstep is to develop a communication strategy: it should best correspond to the goalsof communication. The development of a communication strategy involveschoosing the type of communication and developing the message. The correctchoice of types of communications, each of which has its own characteristics,certain advantages and disadvantages, largely determines the success of thecampaign [1, p. 293].Next - the stage of drawing up and distributing the budget.
The amount ofmoney that will be spent on a set of marketing communications depends on thecommunication strategies chosen by the firm. The amount intended for eachelement of the complex is determined by its relative importance. The mainmethods of compiling the communication budget are: on the basis of goals andobjectives, based on percentages of sales and based on parity with competitors.Arbitrary methods are also used.
All methods act as "top-down", and "bottom-up".The final stage of developing a complex of marketing communications is theevaluation of the effectiveness of marketing communications. A good indicator forassessing the effectiveness of each element of the marketing communicationscomplex is the increase in sales volume, which is provided by each additional rublespent on advertising, sales promotion, personal selling, public relations. Given thedifficulties in determining this indicator, the effect of communication can beassessed by intermediate indicators. In particular, it is possible to evaluate theeffectiveness of the communication appeal on the awareness of the brand and the107attitude to the company, which ultimately determine the volume of sales of itsproducts [1, p.
244].It is possible to conduct surveys of consumers and buyers to determine thelevel of awareness of a product or brand, an understanding of their main featuresand messages, identify consumer attitudes towards the product, brand andcommunications. Surveys are necessary for developing a message and determiningan adequate communication channel. In addition, these studies are useful foridentifying the strengths of the product or brand that should be developed, and theweaknesses that need to be overcome.To develop effective communication, you also need detailed informationabout customers and the processes of making a purchase.
We study the types ofcustomers who purchase goods or brands, the reasons for buying them, the placesof purchase, the methods of consumption, the persons influencing the purchasingprocesses and the degree of their impact . On the basis of these data, th 116 e mostprofitable buyers are determined and an understanding is formed of how to deliverinformation to them.The set strategic task or the problem of applied marketing should be matchedby not only the tasks and methods of organization of marketing communications.But also by the organization of its conduct, including also the stages of choosingthe format of the meeting, the management and budgeting principles, the methodsof processing and analyzing the results, the formation of a report and thedevelopment of recommendations for implementation Marketing tasks [32, p. 234].The practice of organizing marketing communications involves the use of oneof three formats: self-organization of communications - by the company; with theinvolvement of a third-party organization; Partial cooperation.Practice shows that only certain methods of organizing communications canbe recommended for self-implementation.
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