Marketing communications in a wholesale company
The communicative policy of most wholesalers is aimed primarily at the professional sales market. The most commonly used methods of communication are:
• business advertising;
• Personal sales;
• sales promotion.
Large wholesale companies (for example, "Soyuzcontract", "Uniland") also conduct PR campaigns.
Business Advertising - placement in the selected channels of a business proposal on the possibility of supplying goods at specific prices. Sometimes discounts and terms of transportation are also published. Advertising channels are chosen such as those used by professionals: prefabricated catalogs ( Wholesaler & quot ;, Petersburg store & quot ;, etc.), specialized magazines, some popular newspapers and magazines.
Personal sales are carried out at all hierarchical levels of sales staff: directors, managers and sales agents. Sometimes personal communications are carried out also by heads of the wholesale company. For successful work, sales staff should have representative advertising in the form of business cards, souvenirs, company folders, pens, etc. The professional behavior of the seller promotes successful negotiations, and his authority influences the formation of the image of the whole wholesale company.
The sales promotion in wholesale trade is carried out in three directions:
1) stimulating consumers;
2) stimulating intermediaries;
3) stimulation of own sales staff.
Consumer Stimulation is designed to attract buyers to purchase exactly this product. The consumer is emotionally pressured through intense advertising. Specific methods and means of stimulation depend on the type of customers and the type of goods. The most common means of stimulation are the following.
1. Dissemination of samples for display or for trial. This can be done in the form of posting, mailing, distribution in the store, applications to any product. For some foods, tasting is effective.
2. Coupons give the right to purchase goods with a certain discount. They can be sent by mail, attached to the first purchase, included in an advertisement, put in a package. They are effective for stimulating sales of goods in the phase of growth or maturity.
3. Discount for the amount when several packages of the packaged goods or a set of different goods (kit) are sold at a reduced price.
4. Premium - a product sold at a discount or free of charge attached to another product as an incentive (10 pcs. + 1 bank for free).
5. Credits are a type of bonus that you get when you buy goods for a discount at the next purchase.
6. Free of charge service (furniture delivery to the house).
7. Discount or free delivery of goods upon presentation of a certain number of packages (lids, etc.) as evidence of earlier purchases.
8. Bonuses when buying goods for a certain amount. At the same time, one of the most attractive products available in the store is usually used as an award.
9. Use of packaging that can be used for other purposes after the product is consumed (for example, a bank of instant coffee in the form of a coffee pot, which is quite suitable for making this drink).
10. A money-back guarantee if the product for some reason does not suit or like it. The usual condition in this case - the return of goods in safety. No explanation of the reasons for refusing it is required, and the procedure for obtaining money is simplified as much as possible.
11. Receiving an obsolete product as a first payment for a new one upon sale in installments.
12. Lottery coupons attached to the purchased product. As a prize (prizes) often quite expensive things appear: cars, fur coats, especially high-quality consumer electronics, etc.
The meaning of measures for stimulating intermediaries is not only to increase sales and the corresponding increase in the mass of profits. Increase in sales means a reduction in warehouse costs, and this circumstance should be taken into account when determining the amount of the discount resulting from an activity. In the practice of foreign firms, its usual size is about 2.5%.
The main means of stimulating trade are:
1) providing discounts from the price for volumes (cumulative, non-cumulative discounts);
2) providing discounts for the inclusion of a new product in the purchased range;
4) Provision of distributor (dealer) discounts;
5) the provision of representative materials with the advertisement of the manufacturer's trademark;
6) organization of professional meetings and specialized exhibitions;
7) contests, lotteries, games for dealers and other intermediaries with a view to encouraging an increase in the volume of purchases;
8) the organization of the service;
9) organization of training;
10) consumer discounts (price reduction of the manufacturer to reduce them in the entire chain of intermediaries).
Stimulation of buyers of industrial goods:
1) supply of spare parts;
2) installation, adjustment;
3) staff training;
4) repair of equipment;
5) warranty and post-warranty service;
6) reception of worn out equipment.
Like advertising, incentive measures require certain, sometimes significant expenses, so it is planned to maximize the return on investment. The main stages of the development of incentive programs:
1) setting the goal;
2) determination of intensity of stimulation;
3) determining the terms of the manufacturer's participation in the incentive program;
4) identifying channels for disseminating information about the program;
5) setting the duration of the incentive program;
6) timing for events and incentives;
7) drawing up a consolidated budget for the implementation of the program;
8) evaluation of the results of incentives.
Before starting a full-scale incentive program, you should first test the selected method.
Means to stimulate own sales staff. The success of the sales activity largely depends on the extent to which the sales staff are interested in the results of their work. To do this, the company should have a system of incentives for sales personnel.
In its most general form, it has a financial and non-financial basis. Financial incentive methods involve a combination of a constant part of the salary with a premium, commission form of remuneration for specific results. Material (free lunches, payment for transport, etc.) and non-material (cups, certificates, etc.) incentives can be extended to either an individual employee or to a group.
Service policy plays an important role when the product is technically complex and requires a large amount of after-sales service. Recently, the role of the service has greatly increased and this is a powerful marketing factor in the competitive market. Large enterprises, both producers and intermediaries, create a network of service centers located as close as possible to consumers.
The manufacturing company will organize service by choosing one of two options:
1) Full service by creating your own (branded) service centers;
2) the manufacturer undertakes only to supply spare parts to an independent service company.
From the point of view of marketing, the task of organizing service is to increase the value of the product. It is assumed that the service is an important attribute for the buyer of the goods, including being an intangible component (attention, benevolence). Communication in the service sector is characterized by individualization of communication, great flexibility, transparency of the production process.
Orientation to the constantly changing needs of consumers leads to the need for interactive relations between the seller and the buyer, in which case the invaluable role belongs to the service. Specialists of service centers, periodically meeting with customers, are well aware of their products and consumers' opinion about it. This can serve as the basis for developing the principles of marketing interaction.
Marketing-audit of the sales system should support its effectiveness by periodically reviewing marketing decisions, especially with respect to the marketing methods used, sales channels, the degree of their balance, the qualifications of the sales staff, the content of complaints from partners. Of particular importance is the financial audit of sales, namely, checking the state of accounts receivable and payable, the level of bad debts, inventory turnover and working capital in general, assessing the potential for theft, loss of goods, etc.
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