Экономические науки/6.
Маркетинг и менеджмент
Akhmetova Z., Kozhamkulova J.,
Seydalieva D.
Al-farabi Kazakh national university
Kazakhstan
The features of promotion
of products in the industrial and consumer market of Kazakhstan
At the present time it can be firmly
asserted that the marketing development of local enterprises is moving to a new
level, up to this point its own characteristics had already formed which show
how to promote products in the both consumer and industrial markets.
Take into account the fact that the oil and gas sector
is one of the strategic vectors of state policy and the Head of State is going
to further strengthen the country's role as a reliable partner in the
international oil markets in this article as an example of the industrial
market is mentioned gas and oil equipment. Oil and gas equipment is one of the
fastest growing segments in the world market. Over the past three years, the
volume of world trade in the segment grew an average annual rate of 19%. In
2013, the market volume in Kazakhstan was 168 bn USD. of which 12% were sales
of domestic products. The remaining need for oil and gas equipment was filled
by import which volume in 2013 amounted to nearly 150 bln. tenge.
Adoption of the national program of industrial-innovative
development to 2014 in Kazakhstan aims to eliminate disparities between sectors
of the economy. It requires the rapid
development of industrial production, especially the use of advanced high-tech
products and machinery and equipment, capable of creating competitive products.
The speed and quality of implementation of the program depends largely on how
to operate and develop the marketing in this sector, which is responsible for
determining not only the most necessary Kazakhstan samples of modern equipment,
but also ways to promote it in the market environment
In the modern sense of the term the industrial
equipment market is a set of economic relations between the actors of the
market over the negotiations and implementations of economic interests during
the exchange of industrial goods and services with a view to their use in the
manufacture, resale, lease or transfer to others. Companies buy the equipment
to be able to carry out its production activities, and the state in order to
fulfill its goals and objectives.
Promotion of industrial equipment due to the presence
of a narrow circle of consumers is characterized by the following features: the
most effective use of the method of personal selling; high degree of importance
of reputation, therefore, to create a successful brand; liaising with the
public; participation in exhibitions and conferences.
In general, each year in our country about 5-6 major
events are held in the field of oil and
gas equipment market, which is considered as the traditional site for
networking local and foreign experts, familiarization with new technologies and
demonstrate the potential of the country.
It is worth noting that in our republic holding such
high-quality and large-scale international event as KIOGE, facilitate market
expansion, investment and development of new technologies in the field of oil
and gas. During the long years of it’s existence, the event has become a
meeting place for leading professionals in the industry, where we discuss
topical issues and find solutions to the most pressing questions. KIOGE is one of the leading events of the
energy sector of the country and a significant platform for the discussion of
topical issues oil and gas industry and dialogue with national and
international partners on the public and private levels. Every year this event
attracts about 500 companies from 30 countries. The exhibition were visited by
about 10 thousand industry experts as representatives of Kazakhstan, and the
entire global oil and gas community. [1]
"Mangystau: Oil, Gas and Infrastructure" is
an International Industrial Exhibition promoting the development of new types
of equipment, creating a highly
efficient, environmentally friendly production technologies in the oil and gas
sector and to further scientific and technological development of the industry
of the Republic of Kazakhstan. At the exhibition are invited leading officials
of ministries and departments, specialists of industrial enterprises,
commercial firms, supplying organizations. It uses the direct delivery of 10
000 complimentary tickets to Kazakhstan, spread 2000 invitation tickets through
specialized publications. [2]
Based on the results of exhibitions many press
releases are usually produced, articles are published in professional journals,
also press conferences are organized. Industrial Exhibition being a unique
multidimensional complex activities enables the company to raise awareness,
expand the range of business links, to present their products are really
interested clients and through these important aspects to improve the company's
profitability.
Thus, Kazakhstan has created the conditions for the
construction of effective promotion strategy is absolutely natural gas
equipment for all industrial companies using as a tool to promote participation
in exhibitions.
In the consumer market consumers of goods or created
services are individuals, families (such consumers often called households) and
other organization (industrial consumers).
Significant part of enterprises manufactures their products
to meet the needs of household organizes its activities to meet the
requirements of the relevant markets. Therefore it is very important to know
how households make decisions about buying goods that affect these decisions.
The basic interests of individual consumers to
purchase certain goods are needs. They express an objective need for certain
individual life benefits, reflecting its physiological and social entity.
In everyday human practice increasingly important role
played by various communication tools (media), without which it is difficult to
imagine modern life. Mobile phones and the Internet recently appeared, but now
at a population coverage of data communications can judge the level of
economic, and in general, the development of a country.
Information processes have global in nature, but they
have a national identity of the state in which they occur. In Kazakhstan, with
the acquisition of sovereignty, formed a new system of mass communication.
De-monopolization of the telecommunications, broadcasting sector were held. The
emergence of new media organizations, private, joint stock media broadcasting
companies made it possible to get faster and easier into a media market that is
constantly feels the need for information resources in broadcast exchange.
Currently the country is actively developing the
market of mobile telephony. Ministry of Transport and Communications of the
Republic of Kazakhstan is actively working to introduce 3G standard in the
country. By the beginning of 2013 were 24 million cellular subscribers in the
country.
There is a rapid growth of Internet users in
Kazakhstan. Thus, over the period 2000 to 2009 the number of Internet users in
Kazakhstan increased from 70 thousand to 2.3 million people (an increase of 30
times). By 2010, the number of Internet users was 3.5 million. At the beginning
of 2012 there were 8.7 million internet users.
Currently booming new QMS and, in particular, social
networks around the world, and Kazakhstan is no exception. Facebook - one of
the most popular social networks in the world, is a frequent request in the
search engine Google. As the Executive Director of "Интеньюс-Казахстан" - M.
Elshibaeva, "if the Russian Internet users prefer such social networks as "Одноклассники" and "В контакте", the Kazakhs more like «Facebook» and "Мой мир". And on Facebook Kazakh
language is one of the four most frequently used. [3]
The first cable television network in the country were
established in the late 1980s. Currently in the Republic of cable television
services offer 146 operators of cable television networks, mainly in regional
centers and major cities of the country. The country is the rapid development
of cable television systems, where subscribers of this type of broadcast
received more than 100 channels. In March 2003, in Kazakhstan Association of
cable TV operators was established. The biggest players in the cable TV in
Kazakhstan:
- JSC "Alma-TV"
- Holding «Alem Communications», which includes
network: Digital TV (Almaty), G-Media (Pavlodar), "Секател" (Aktau, Astana, Almaty), and 5 companies in the
cities -Taraz, Aktau, Zhanaozen, Uralsk, Aktobe .
- Icon TV,
- "Казахтелеком" and iDTV.
According to experts, the pay-TV market in Kazakhstan
is growing annually by 15-20%.
Kazakhstan actively introduces new information
technologies in the media. The vast territory of the country also contributes
to the development of satellite TV - Television without frontiers. A great help
in this direction is the Kazakhstan cosmodrome "Байконур" - Center for Space Launch. Due to satellite TV
system "Жарык"
("Light") became possible to transfer TV shows from the northern and
southern capitals in all regions of Kazakhstan, as well as cover the peripheral
portion of broadcasting Russia, Uzbekistan, China and Mongolia.
Currently state program "e-government"
implemented, which was approved by the Presidential Decree 10 November 2004.
Its purpose - to build a nationwide corporate information system. It takes
place in two stages: first - the information, the second - interactive. Web
portal of "electronic government" launched, which as a single window
integrates all Internet resources of government agencies.
The share of non-state media in the information market
of the country is 85%. The highest percentage among print media are:
- Social and political editions - 36%
- Information -32%
- Scientific and analytical -27%.
Of the total number of newspapers, almost half goes in
the Kazakh and Russian languages, there are newspapers published only in Kazakh
or only Russian language, some newspapers are published in the Uighur, Korean,
English, German and other languages. In Kazakhstan accredited foreign news
agency ИТАР-ТАСС, РИА "Новости", Reuters, Franz-Presse, Xinhua and other. [4]
On the support of ethnic media and coverage of
interethnic relations since 2005 funding increased more than 4 times.
Newspapers and magazines in Kazakhstan available in 15 languages, are located
on eight radio, television broadcasts in 11 languages, the government allocates
funds to support the activities of 19 ethnic media, and all them - 33. [5]
In Kazakhstan the expert community has developed a
strong opinion that the information space of our country is strongly influenced
by Russian media. At the same time the domestic media relegated to a marginal,
subordinate role in the formation of the world picture of Kazakhstan. How true
this for consumers of various media in Kazakhstan?
In this case, in our view, first of all, the data are
interesting for the consumption of media such as satellite and cable TV. And
here is noticeable specificity of Kazakhstan. Active consumers of these
services are high proportion In the Republic of Kazakhstan. I.e. you may notice
that in Kazakhstan is relatively high consumption of programs broadcast on
satellite and cable TV (largely foreign). Besides the potential negative costs
of the Information and ideological terms, in this case, you can make the
assumption of a higher level of material prosperity Kazakhs who are able to
carry out the connection "to the satellite".
Creating the information services market, the
emergence of networks of different operators, communications firms in
Kazakhstan, the new TV and radio channels - these factors are affect the
prospects of the current media development in the country. Modernization of a
number of countries and regions can be successful while maintaining their
identity in a society under economic globalization and communication with the
active development of new information technologies and new media
communications.
References:
1.
www.kioge.kz [электронный ресурс]
2.
www.moge.kz [электронный ресурс]
3.
Джалилова А.
Эксперты говорят о революции в сфере массовой коммуникации // Панорама, 2010, 1
октября - С. 3.
4.
Государственная
программа развития цифрового телерадиовещания в Республики Казахстан на
2008-2015 годы.
5.
Онербаева К.
Нация созидателей//Экспресс-Казахстан, 2011, 2 июля. С.5.