Economic sciences / 6. Marketing and management

The post-graduate student, Zykova M. E.

The Oriel state institute of economy and trade, Russia

Working out of an ideological platform of a brand on the basis of market research

Last years, in connection with development of administrative thought, in Russia interest to marketing as to the concept of market management has considerably increased.

After comprehension by administration of that in the conditions of the market to operate the enterprise on the basis of former principles it is impossible, heads of the Russian companies began to reorient activity of the enterprises on use of the concept of marketing as philosophies and sets of practical receptions of operation of business in the conditions of market relations.

The marketing analysis assumes definition and an estimation of the markets of the enterprise and an environment of marketing for the purpose of revealing of attractive possibilities, detection of difficulties and weak places in enterprise work. The effective marketing analysis is a necessary condition of working out of plans of marketing, but it also is carried out in the course of their realization and the control.

Marketing researches are understood as system gathering, display and the analysis of data on different aspects of marketing activity. Marketing researches is a function, which through the information connects experts in marketing with the markets, consumers, competitors, with all elements of an environment of marketing. Marketing researches are connected with decision-making on all aspects of marketing activity. They reduce level of uncertainty and concern all elements of a complex of marketing and its environment on those its components which render influences on marketing of a certain product in the concrete market. [1, with. 61]

Activity of any company concerning working out and advancement of the goods on the market should begin with carrying out of marketing researches since for the organization they will represent the analysis of data on concrete marketing situations which the enterprise will face or has already faced in the market. Carrying out of marketing researches also is very important and for working out of a brand of the company, the goods and-or service. It is very difficult to separate from each other such directions of researches, as the market, the consumer, the competitor. Studying of these directions a necessary condition for brand working out, and the market is inconceivable without competitive struggle since consumers form the behavior in the certain market environment.

Marketing researches can be spent by independently, own forces of the organization, or the organization can resort to services of the specialized consulting organizations. In the countries with the developed market economy there is a branched out network of the organizations that are professionally engaged in carrying out of marketing researches.

The brand is formed not only potential or actual efficiency of competitive advantages of the manufacturer, but also its degree of satisfaction of expectations of the consumer. For achievement of the given purposes, working out of a brand of the goods and / or company-manufacturer services should be under construction based on following stages (drawing 1).

Drawing 1 - Development cycles of branding

It is necessary to notice, that market research assumes finding-out of its condition and development tendencies that can help to reveal lacks of today's position in the market and to prompt possibilities and ways of its improvement, but it, however, only a part of problems which can be revealed during carrying out of complete marketing researches.

Formation of ideology of a brand cannot be carried out without accurately put perspective and final strategy of positioning. Positioning - a place finding in consciousness of target audience and creation of such images and attributes of the trade mark, which most favorably would differ from marks of competitors, would be significant for target consumers, and would meet their requirements or consumer expectations in the best way. Thereby the ideology expresses those non-material thoughts, images and desires which should be generated in consciousness of the consumer during the moment when it faces a product of a brand or with any communication message concerning a brand.

If we ask, that give brands to buyers and clients we can allocate five basic properties:

1. Individuality;

2. Brevity of a statement;

3. Safety;

4. Differentiation;

5. Additional values.

All great brands are guided by these principles. Marketing researches allow the company to approach to complex filling of the presented properties most full.

The ideology is the concept designating structured system of certain and accurately generated positions and ideas.

Accurately formulated ideology of a brand leads to serious qualitative changes of ways of influence on advancement of the goods and sales. To generate a brand and to tell about its inconceivable advantage - catastrophically a little. The brand should find proof emotional perception at the future user. Emotional constituent - the concept defining creation of the demanded emotional response at the subject by reduction of attributes of a brand in conformity with a vector of a brand and the report of this conformity to the consuming subject. It is necessary to correspond, and to generate style of a life of the consumer or separately taken individual is even better

Company Coca-Cola has started to develop roughly when the principle has been generated: worldwide Coca-Cola should be on distance of the extended hand. It is ideological installation. Coca-Cola grasps the market more effectively because of strong ideology. Not quality of a product, not the advertising budget, namely ideology dictates behavior rules to absolutely all links of business. Forces them to operate in one direction.

Consumer style of a life in which the possession a brand - emotion and feelings with it connected can replace persons, became norm. In own way it is a "cultural" shock of our century. However, ideology of ideology is different. For example, the companies sports брендинга Nike, Lakota and other, have generated in due time a huge layer of adherents accepted ideology of sports, achievements and a sound body. It not only is not bad, this formation of the new generation more healthy and strong.

The ideology of a brand is capable to create, for today, notable force, to set a vector of movement of a brand or the company. For last one and a half centuries, especially in last twentieth anniversary, all basic elements of business began to be fulfilled to trifles.

All these basic directions of branding are not represented possible without carrying out of primary and secondary marketing researches. They offer a wide range of the investigated questions which companies most seriously promote to the analysis to approach to working out of ideology of a brand that it has been formulated unlike competitors, and the most important thing recognized and remembered.

Marketing researches also allow to find and describe that part of target audience from which it is easier to find contact and which could recommend the future brand to the rests. To define, than the company can cause a stir from competitors in a favorable side from the point of view of the chosen consumers. To develop position of a practiced brand rather already existing at the enterprises and the possible future.

Following functions, in our opinion, should be assigned to ideology of the future brand (drawing 2).

Drawing 2 - Functions of ideology of a brand

That the trade mark has turned to a high-grade brand by working out of its concept and ideology, first of all, it is necessary to be defined with the position. For brand-audit carrying out, i.e. carrying out of preparatory marketing researches which are necessary for formation of a platform of a brand.

The format of deep interviews and focus group discussions should be for this purpose used. At the given stage, it is necessary to reveal, what potential and possibilities the trade mark as the company imagines its future what she sees the target audience possesses.

At a following stage it is expedient to start researches of the market and the competitive environment. Quantitative gauging and actions within the limits of brand-audit give the chance receptions of answers to following questions:

Company place in the market (leaders, beginners, middles, a share in market total amount),

Behavior of competitors (the marketing and advertising policy, equipment, potential),

What marks exist (characteristics of marks - under names, target audience, popularity),

What characteristics of the market (growing, competitive, not mastered etc.).

The important research problem - gathering and the analysis of the information on new "know-how". New "know-how" can be applied at manufacturing of an old product, but underlining of these new technologies will allow positioning a product in a new fashion.

Besides, based on research segmentation of consumers by various criteria is carried out (the sex, age, formation, the status, a financial position, the income), is defined the capacity of each segment, is described their psycho drawing. The main result of quantitative researches is definition of a kernel of target audience.

Further, by means of qualitative researches values of the future consumers of a brand are defined. Qualitative researches within the limits of brand-audit should consist of focus group discussions with representatives of target audience and deep interviews to representatives of the various groups, which opinions will allow to generate a picture of consumer perception (representatives of various segments of target audience, representatives of the industrial enterprises, employees of the enterprises of wholesale and retail trade). Based on the given qualitative researches emotional values of a brand, its rational benefits and physical attributes should be worked.

Based on the analysis of results of sessions working out of marketing strategy of a brand is carried out. Based on the given marketing researches the brand platform where positioning - defines the subsequent vector of construction of a brand is developed. The brand platform is embodied in elements of its verbal and visual identification. Brand identification is carried out by consumers or in a complex, or on one of key criteria inherent in a brand: the brand name, a delirium logo, packing, a brand corporate style, a firm melody etc. For achievement of the maximum effect, all elements of identification should be accurate скореллированы.

The further stage is formation of strategy of positioning of a brand. Brand positioning begins with development of ideology that lays in its basis. To create it, it is necessary answers to set of questions that are accessible in the course of carrying out of marketing researches. Further formation of hypotheses of positioning is carried out. The developed schemes of positioning and a perception card on which basis possible variants of ideological and visual platforms of a brand are defined some. Schematically for each variant key properties and brand, messages should be described. To choose, which variant approaches the company in the ideal image, it is necessary to test it about conformity to target audience expectations. Map development of incorporated spaces on which positions of competing brands, as a rule, should be represented, and consumer preferences. They allow to understand how much unique they offered variant is, and how much adequately he answers features of a category of your product. The third development cycle of positioning of a brand also consists in it. Its result is the choice and completion of the definitive version.

Ideology - the important part of a brand. On the one hand, it is non-material, as is expressed in what thoughts and images are formed in consciousness of the consumer while it faces a product or its communication message. On the other hand, it has most that, on there is a material expression. After all, from that, the ideology will be how much accurately formulated; the success of a brand, level of its sales and, finally, company profit depends.

Branding which have been created according to all laws of efficiency of the advertising companies, considers set of factors: the socially demographic and behavioral portrait of representatives of target audience, the basic properties of an offered product, the emotional message, which brand should bear to the consumer.

All these characteristics should be reflected in the special document accompanied by illustrations that supplement the text information and do ideology of a brand as much as possible accessible to understanding.

Hence, the mark becomes a brand, not only thanks to quality of a product/service, excellent naming, excellent visualization, but also the thought over communication platform in which basis the brand concept lays, the analysis of competitive efforts, a marketing estimation of a situation and creative idea of advancement becomes realization of the competent marketing and advertising policy, which driver.

The literature:

1. Golubkov, E.P. Marketing of research: the theory, methodology and practice / Е.П. Pigeons. - М: Publishing house "Fin press", 1998. - 416 p.

2. Fathutdinov, R.A. Strategic marketing: the textbook for high schools. 5 edition / R.A. Fathutdinov. - SPb. Peter, 2008. - 368 p.: silt. - (A series “the Textbook for high schools”).