Kuznetsova J.V., Mamajkin I.S.
Advertising in a
complex of marketing communications
of the enterprise.
The analysis
of economic conditions and existing marketing technologies testify that
development of a domestic production of the goods and services in many respects
depends on a way of their promotion on the market and formation of loyalty of
consumers to marks of production. Thus, simultaneously with increase of a role
of marketing the role of promotion of the goods has increased for the market.
Really, effective communications with consumers became key factors of success
of any organization.
Advertising
is one of the major elements of a complex marketing communications and
marketing and, finally, promotes achievement of the general marketing purposes
of firm. Therefore the purposes of advertising are necessary for considering as
an organic part of system of the marketing purposes. In this system realization
of strategy of its growth, and also maximization of the profit are main
maintenance of steady position of the enterprise in the market. Advertising
influences behavior of people and allows to reach lump sum a much more
audience, than other elements of marketing communications.
Advertising
represents the impersonal form of the communications, by means of paid means of
distribution of the information on the goods or about the manufacturer with
precisely specified source of financing. Advertising is connected to use or
mass media - newspapers, magazines, radio, TV, advertising in places of sales
or with the direct reference to the buyer with the help of items of mail,
actions, exhibitions.
The overall
objective of advertising - to induce potential buyers to action desirable from
the point of view of the manufacturer. Achievement of this purpose is carried
out during realization of the following most important tasks:
- Informing
buyers on manufacturer, his history, features of production, the prices, time
and a place of possible purchase, formation on this basis of necessary
knowledge of the goods and his manufacturer;
- Belief of
the persons accepting the decision on purchase of the goods in prefer ability
of the suggested goods, in necessity to make purchase that is to make active at
consumers strong emotional stimulus to purchase;
- A reminder
to buyers about necessity to get the goods, his separate characteristics,
tendencies of change of the price, maintenance of positive emotions at the
consumers bought the goods, and creation on this basis of conditions for
preservation of awareness on the goods, directions of activity of the firm -
manufacturer and, in a result, formation of loyalty.
Depending on
problems distinguish the following kinds of advertising:
1) Initial
advertising which acquaints consumers with the goods new to the market by
granting particularizes on quality, the price, a way of consumption, a place of
sale of the goods and its other characteristics;
2)
Competitive advertising which promotes allocation of the goods promoted by the
manufacturer among the similar goods of competitors and characterizes his differences
stimulating the buyer to buy these goods;
3) The
supporting advertising intended for maintenance of demand for earlier promoted
goods and carrying reminding character.
Development
of advertising in
Use of
advertising in each company has the features. For example, specificity of
advertising of alcoholic production is determined by the Russian legislation
according to which it is practically forbidden in traditional mass-media.
Therefore for manufacturers of alcoholic production in the Russian market the
main thing in promotion is as much as possible the effective utilization of
means of not standard advertising.
The basic allowed kind of advertising of alcoholic production - Point Of Sales
Materials which can be carried to sector BTL, that is indirect advertising.
Also use of means of not standard advertising
promotions actions, can considerably promote alcoholic production. The
important requirements of the modern buyer is an information, rest,
entertainments, therefore promotions actions can include and various
competitions among consumers of promoted production. Gifts for various holidays
from the known manufacturer and sponsorship too are good means of advertising
of the alcoholic goods. Uniformity of the offer of participants of the market
within the framework of the given market segment gives crucial importance to
brands and appearance of alcoholic production with which the necessary goods
among analogues help the consumer to allocate.
In this
connection, competent use of advertising as an effective element of a complex
of marketing communications allows manufacturers of alcoholic production to
reach the big successes and to occupy leading positions in business. So, the
company «Mordovspirt» is the largest manufacturer of high-quality spirit and
alcoholic production and both in Republic Mordovia, and in
The company «Mordovspirt»
are carried out advertising programs on promotion of vodka brands, constantly
pass actions in support of sales with use of all accessible means of
advertising. Among actions on support of promotion - advertising, within the
limits of allowed by the legislation, branding, exclusive registration of the
goods, promotion actions, accommodation Point Of Sales Materials in places of
sales of alcoholic production, sponsorship, presentations, Internet -
advertising.
The basis brand
politics of the enterprise is made with the offer of original trade vodka marks
in various price categories. In an economy class: vodka «Stoparik» submitted in
exclusive 100-gramme container - «granenyi stakanchik». Production has modern
registration, high quality and the comprehensible price. In a medium class: a vodka series «Zolotoe Sechenie»,
consisting of three drinks - «Zolotoe Sechenie Classicheskaya», «Zolotoe
Sechenie. Originalnaya» and «Zolotoe Sechenie. Specialnaya». Vodka are spilled
in firm, exclusive bottles, have a stylish label, original cork.
As souvenir packing the three-position box is offered. Ideal proportions of a
compounding âîäîê «Zolotoe Sechenie» allow to recommend it both for the use in the
pure state, and for preparation of cocktails. In a premium class: a collection vodka
«Nationalnaya», consisting of five drinks – «Nationalnaya», «Nationalnaya.
Traditiya», «Nationalnaya. Visit», «Nationalnaya. Colorit», «Nationalnaya.
Prestige». In a compounding of drinks high-quality grain spirit «Lux», the
artesian corrected water and extremely natural components, unique and various
on the structure is used. Exclusive bottles, high quality labels, use corc give
collections a unique kind and reliable protection against fakes. As a gift variant
the souvenir box under 5 bottles is offered. Besides in a premium class elite
vodka «Mordovia. Premium» in original decorated bottles and firm vodka of
Republic Mordovia «Ersya» are offered.
The
enterprise of the company «Mordovspirt» in full gives all necessary promotional
materials. Practically in each shop of city it is possible to meet various set
Point Of Sales Materials the company «Mordovspirt». All production has bright,
individual design and the external registration attractive to the consumer
allowing it to be allocated on a shelf of shop. Vodka «Mordovia. Premium» is a
good gift of republic, even at the highest representation level and uses steady
demand in the market, essentially new design of a souvenir box and its original
registration decorates production.
In May -
April 2007 the large-scale action «Glance under a cork» has been carried out.
The action passed in the territory of Republic Mordovia, and any of 18 years old
consumers of production to which could take part in it. For this purpose it was
necessary to buy vodka «Nationalnaya» with an special emblem
of the action. During the action 4 automobiles and home appliances have been raffled. The company «Mordovspirt» acted as one of the
main sponsors of significant republic action «Ms. Mordovia». Also a number of
meetings with veterans of WWII was hold. Vodka «Stoparik»
has been submitted in a special celebratory series «Frontovye sto gram» and has
caused in veterans positive emotions. The company «Mordovspirt» conducted the special presentation action of a vodka
series «Zolotoe Sechenie» which are positioned as drinks of new generation.
Vodka has been submitted as a basis for preparation of cocktails. The
presentation of cocktails was accompanied by display of slide show and
entertaining competitions. Original prizes from the company «Mordovspirt» have
been given to winners of competitions.
The company «Mordovspirt»
has an official web site, which the consumer can familiarize with production
released by the enterprise, to receive the detailed information on the company
and the favourable offer on cooperation. With a view of the fullest
satisfaction of consumers alcoholic production of the company of the company «Mordovspirt»
on a site constantly carries out interrogations of consumers and voting,
changes have been brought in external registration of popular kinds of vodka
the enterprises.
Thus,
competent interaction with consumers and buyers of production with the help of
advertising allows the enterprise to be one of the most dynamically developing
players of the market.