Marketing in wholesale trade on the example of an enterprise. Features of marketing in wholesale trade. Improving the marketing activities of LLC "TD "Unit"

27.03.2020

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MARKETING IN WHOLESALE

Introduction

The essence of wholesale

Wholesale intermediaries

Literature.

INTRODUCTION

The modern market economy is a flexible system for adapting production to consumption based on marketing tools. Its mechanism is implemented through the functioning of certain economic institutions and, above all, an integral system of mediation based on acts of sale of goods or services.

The domestic history of the development of trade shows that only in the early thirties, after the abandonment of private entrepreneurial activity in the national economy, did national statistics socially fix the categories - wholesale and retail trade, defining their conceptual content. In the previous period, there was virtually no clear economic sign of the division of trade into wholesale and retail.

It is traditionally believed that wholesale - this is a sale in relatively large lots, and the division and sale of reduced lots that differ from the standard size or quantity is retail.

Unlike retail, wholesale trade is almost always associated with the batch nature of goods, mediating the initial stage of their movement to the market. Any other sign, in particular, the movement of goods for personal or industrial consumption, the receipt of goods in the trade and marketing network for further resale, etc., did not actually exist. In Russia, there is no specific definition of the concept of "wholesale trade" in the current regulatory documents. At the same time, not a single regulatory document regulates the mandatory size of the minimum delivery lot, nor has the procedure for settlements been established.

It was during this period, in connection with the rejection of the practice of private entrepreneurial activity in the country, that statistical innovations (for accounting purposes) determined the conceptual content of wholesale and retail trade. The sale of goods for further resale became known as wholesale trade, and the sale of goods for personal, individual consumption - retail th.

1. ESSENCE OF WHOLESALE TRADE

World practice has identified the following types of wholesale trade:

Trade through a wholesale purchasing network, which includes stock exchanges, fairs, auctions, wholesale food markets. Procures crops, raw materials and other goods to be stored, such as grain, cotton, wool, metals, scrap metal. It is necessary to constantly monitor changes in market conditions (exchanges, exhibitions, auctions) to reduce the risk associated with price fluctuations;

Trade through direct industrial relations. It usually connects two successive stages of the production process; it is of particular importance in the trade in ferrous metals and steel;

Wholesale trade in raw materials and materials. This type of wholesale trade, in turn, includes:

wholesale trade with centralized delivery of goods. The wholesaler supplies retailers with goods and also provides them with extensive services;

Wholesale trade with the receipt of goods from the supplier. The customer of the wholesaler, retailer or large consumer picks up the goods themselves;

Wholesale "Cash-and-Carry" with cash payment before the goods are accepted and transported by the buyer (self-service wholesale). This type wholesale sales is carried out to regular consumers (retailers, owners of restaurants and canteens), who complete their orders in a warehouse using the self-service method. Payment for the goods is carried out in cash (cash), the client loads and exports the goods (carry) independently (self-delivery). For example, a retailer can independently purchase the required daily amount of vegetables and fruits on a daily basis at the central market. A similar operation is carried out by restaurants, buying lots of vegetables, fish, meat, etc. in the markets;

Wholesale from racks (Rack Jobber). Large retailers provide the wholesaler with shelving or shelving space. The trader, at his own expense, carries out the current filling of the racks, as a rule, with simple goods and takes back unsold goods. In this way, he relieves the burden on the retailer and complements his assortment. The wholesale trade category is defined as "any activity of selling goods or services to those who purchase them for the purpose of resale or professional use."

At the same time, the expediency of having a wholesale link in the distribution of goods is justified by the fact that wholesalers ensure the efficiency of the trading process. This efficiency is achieved by the fact that: firstly, a small producer with limited financial resources is unable to create and maintain a direct marketing organization; secondly, even having sufficient capital, the manufacturer would rather prefer to direct funds to the development of production, and not to the organization of wholesale trade; thirdly, the efficiency of wholesalers will certainly be higher due to the scope of operations, a greater number of business contacts in the retail sector and the availability of special knowledge and skills; Fourth, retailers dealing with a wide range of products often prefer to buy the entire set of goods from one wholesaler, rather than in parts from different manufacturers.

The value of wholesale trade for counterparties involved in transactions lies in the fact that wholesale trade provides the following benefits for manufacturers:

Unloads sales authorities. There is no need to issue a lot of invoices, invoices, ledger entries and collection letters. Selling costs are reduced because instead of a large number of retail outlets, deliveries are made only to a small number of large wholesalers.

Reduces fluctuations in capacity utilization. The wholesaler places orders months in advance. Therefore, the manufacturing enterprise can carry out long-term planning. Thus, the loading of production areas becomes more uniform, and production - more rational; production costs are reduced.

Reduces the risk associated with storing products in a warehouse. The manufacturer has the option of shipping goods ordered by the wholesaler immediately after their manufacture.

The financial advantage lies in the fact that, as a rule, the wholesaler makes payments in a short time, using a discount for paying in cash in advance, or by issuing bills of exchange. Thus, the manufacturer receives the necessary free funds to continue its production.

The presence of wholesale distribution channels provides significant benefits for retailers:

Facilitates the organization of purchases. From a large number of manufacturers' offers, the wholesaler selects the most profitable ones, combines them into one order, and thereby makes it easier for the retailer to choose.

Urgency and small volume of deliveries are provided. The retailer can stock up on goods at any time in the shortest possible time and in arbitrarily small quantities. There is no need to maintain large stocks and risk is reduced.

Credit assistance is provided. The experience of many years of business relationships gives the wholesaler the opportunity to assess the creditworthiness of the retailer and provide him with appropriate credit assistance. Provides services for the organization of sales of goods.

Permissive functions of wholesalers are reduced to the following:

1 Sales and promotion. Wholesalers have a sales force that helps the manufacturer reach many small customers at a relatively low cost. The wholesaler has more business contacts, and often the buyer trusts him more than some distant manufacturer.

2. Purchases and the formation of a product range. The wholesaler is able to pick up products and form the necessary product range, thus relieving the client of significant hassle.

3. Breakdown of large consignments of goods into small ones. Wholesalers provide customers with cost savings by buying goods in wagons and breaking large lots into small ones.

4. Warehousing . Wholesalers keep inventories, thus helping to reduce the corresponding costs of the supplier and consumers.

5. Transportation. Wholesalers deliver goods faster because they are closer to customers than manufacturers.

6. Financing. Wholesalers finance their customers by providing them with credit, and at the same time finance their suppliers by issuing orders in advance and paying bills on time.

7. Acceptance of risk. By assuming ownership of the goods and bearing the costs of theft, damage, deterioration and obsolescence, wholesalers bear some of the risk.

8. Providing information about the market. Wholesalers provide their suppliers and customers with information about competitors' activities, new products, price developments, etc.

9. Management and consulting services. It is not uncommon for a wholesaler to help retailers improve their operations by training their salespeople, taking part in store layout and display design, and organizing accounting and inventory management systems. In recent years, the growth of wholesale trade has been facilitated by several significant trends in the economy: 1) the growth of mass production in large enterprises remote from the main users of finished products; 2) an increase in production volumes for the future, and not to fulfill specific orders that have already been received; 3) an increase in the number of levels of intermediate producers and users; and 4) an increased need to tailor goods to the needs of intermediate and end users in terms of quantity, packaging, etc.

The assortment distinguishes the following types of wholesale trade:

Wholesale of a wide range of goods. In a wide and in-depth range of different product groups, the consumer finds an offer that meets his demand. For example, wholesale trade in food products;

Specialized wholesale trade. The wholesaler forms a small but in-depth range of goods of different quality of one product group and thus provides the consumer with a wide choice of goods.

2. WHOLESALERS

Intermediaries are firms or individuals who take over or help transfer to someone else the right to a particular good or service on their way from producer to consumer. The use of intermediaries in the sphere of circulation is beneficial, primarily for manufacturers. In this case, they have to deal with a limited circle of stakeholders in the sale of products. In addition, the wide availability of goods is ensured when they move directly to the sales market. With the help of intermediaries, it is possible to reduce the number of direct contacts between producers and consumers.

Supply and marketing organizations, large wholesale depots, exchange structures, trading houses and shops can act as intermediaries. Among the main reasons for the use of intermediaries are the following:

The organization of the process of commodity circulation requires the availability of certain financial resources;

The creation of an optimal distribution system requires the availability of relevant knowledge and experience in the field of the market conditions for your product, methods of trade and distribution.

Intermediaries, thanks to their contacts, experience and specialization, make it possible to ensure the wide availability of goods and bring them to target markets.

Wholesale is any activity but the sale of goods or services to those who acquire them for the purpose of resale or professional use.

Enterprises acquire means of production based on their own needs and solvency. Wholesale trade is not related to the sale to end consumers. Therefore, in wholesale trade, a product can be sold several times, first at the regional and then local level, and in retail trade - only once.

Wholesale trade performs the following functions:

sales and promotion;
purchases and the formation of a product range;
breakdown of large consignments of goods into small ones;
warehousing;
transportation;
financing;
risk acceptance;
management services and consulting services.

The tasks of marketing in the wholesale trade system are presented in Table. 8.4.

Table 8.4

The tasks of marketing in wholesale trade

Direction
Development of marketing strategies	Maintaining and increasing market share. Marketing channel design. Development of competitive behavior
Carrying out marketing research	Research of the professional sales market. Studying competitors. Study of small wholesale and retail networks. Studying consumers. Supplier market analysis
Market segmentation	Segmentation of professional intermediary buyers. Consumer segmentation. Selection of target market segments
Purchasing Marketing	Determining the relationship between the nature of product demand and procurement requirements. Marketing evaluation of suppliers. Procurement policy development
Marketing logistics	Determination of buyers' requirements for the logistics structure of the wholesaler's distribution system. Search for competitive advantages in the field of sales logistics
Organization of merchandising	Organization of merchandising at the initiative of the manufacturer. Organization of merchandising at the initiative of the wholesale company
Sales Marketing Solutions	Pricing policy of the wholesale company. Commodity and assortment policy. Sales policy. Service policy. Communication policy
Marketing audit of the sales system	Organization of work with claims of retail trade. Organization of work with claims of buyers. Development of a sales marketing audit program

The main forms of wholesale trade are presented in table. 8.5.

Table 8.5

Wholesale forms

Wholesale Form	a brief description of
Competitive bidding	A form of organized trading in which potential sellers set out in writing all the conditions of purchase, as well as the characteristics of a product or service, and the buyer selects the best offers. This form of trading represents a common market situation where sellers compete for a buyer. Trades are open and closed
auction trading	This is a way of selling a product, in which the seller, wanting to get the maximum profit, uses the competition of many or several buyers present at the sale. The auction is not necessarily held by the seller. As a rule, he entrusts the sale of his goods to an intermediary firm engaged in auction trade. Auction is a form of organizing the sale of commodity and other valuables, based on public auctions. Both large consignments of goods and individual items can be offered for auction. Depending on the nature of the auction being held, its form can be attributed to either wholesale or retail trade.
wholesale fairs	Their main purpose is to establish direct contacts between the manufacturer and enterprises interested in purchasing his goods for the purpose of consumption or subsequent resale. At wholesale fairs can take part: wholesale and manufacturing enterprises, cooperative organizations and individual private firms
barter deals	Direct exchange of goods between the producer and consumer of goods (or a type of trade transactions in which the mutual exchange of products is carried out without monetary payment). In this case, the proportions of exchange are determined taking into account the ratio of prices for exchanged goods on the world or domestic market, the quality of products and the conditions for their supply. In world practice, barter transactions are not common and account for 2% of the trade turnover.
Commodity exchanges	These are organizations that form the wholesale market through the implementation of open public auctions held in a predetermined place and at a certain time according to established rules. There are two main types of transactions on the exchange: transactions for real goods and urgent (future) transactions. The most important centers of international exchange activity are concentrated in the USA and England. Recently, the role of exchanges in Japan has increased. These three countries account for about 98% of the international exchange turnover

There are the following categories of organization of wholesale activities: wholesale activity manufacturers; commercial wholesale activity; agents and brokers (Figure 8.3).

Rice. 8.3.

Let's consider them in more detail.

Wholesale activities of manufacturers. In this case, manufacturers themselves perform all wholesale functions without the involvement of intermediaries. Wholesale trade of manufacturers is carried out through sales offices and branches. Sales offices are usually located in production premises or near the sales market and do not store goods. The manufacturer's branches have conditions not only for the sale of products, but also for their storage. Branches and sales offices are opened by manufacturers of goods in order to strengthen control over stocks, trade and promotion.

Commercial wholesale activity. Commercial wholesale organizations receive ownership of the goods they work with. Depending on the field of activity, they can be called differently: wholesalers, distributors, trading houses.

Commercial wholesale organizations are:

with a full service cycle;
with limited service life.

Commercial wholesale organizations with a full service cycle provide a full range of services:

collect a range of products in a certain place;
provide trade credit;
carry out storage and delivery of goods;
offer assistance in the sale of goods;
provide employees for personal selling;
offer research and planning support.

These organizations are common for groceries, tobacco, alcoholic beverages, plumbing fixtures, and drugs.

Commercial wholesalers with a limited service cycle also receive ownership of the products, but perform fewer functions.

Agents and brokers. Perform various wholesale functions, but do not take ownership of the goods and perform only a few functions. Their main task is to facilitate the sale and purchase. Unlike commercial wholesalers who make a profit from the sale of goods they own, agents and brokers work for a commission on the selling price.

Agents and brokers specialize in certain types of products or buyers. Agents differ from brokers in that the former are used on a permanent basis, while the latter are used temporarily. The main function of a broker is to bring the buyer and seller together and help them reach an agreement. Brokers are paid by the party hiring them. Brokers do not hold inventory, do not transport goods, do not participate in the financing of transactions, do not take on risk. Agents represent the interests of either buyers or sellers.

There are different classifications of wholesalers. Types of wholesale trade enterprises, depending on the five classification features, are shown in fig. 8.4.

Rice. 8.4.

Depending on the range of products

with a wide range (1 - 100 thousand items);
limited range (
with a narrow range
with a specialized range.

Depending on the shipping method:

wholesale organizations carry out delivery by their own transport;
sale from a warehouse (self-delivery).

Depending on the degree of cooperation allocate wholesale organizations:

horizontal cooperation for joint purchases and organization of wholesale markets;
vertical cooperation for marketing purposes and competition with retailers for the end-user market.

Depending on the relationship to the marketing system allocate:

exclusive sales system: the manufacturer provides a license to trade under the terms of franchising;
selective sales system: distribution and dealer agreements between the manufacturer and wholesale companies chosen by him;
an intensive sales system: work simultaneously with all intermediaries.

Depending on turnover allocate:

large wholesalers;
medium wholesalers;
small wholesalers.

Sales marketing: CHAPTER IV. Wholesale marketing

From the position of a manufacturing enterprise, wholesale trade is an important link in distribution, which can and does solve its marketing problems.

From the point of view of marketing, the role of wholesale trade is to maximize the satisfaction of needs retail businesses supplying them with the necessary goods in certain volumes and on time. Usually located in large settlements(cities), wholesale companies are also well aware of the needs of end customers. Therefore, they, on their own or with the help of a product manufacturer, are able to organize powerful marketing support for retail trade.

As modern experience shows, wholesale companies in most cases carry out marketing functions better than the manufacturer, since they have well-established ties with retail trade, as well as a good warehouse and transport base. Today, wholesale companies provide their customers not only with goods, but also with a wide range of related services: advertising at the point of sale, organization of sales promotion events, delivery of goods, pre-sale preparation, including packing and packaging of goods under the brand name of a retail enterprise or retail chain. In the market of technically complex goods, wholesale companies organize, with the support of manufacturers, service centers.

And since the activity of any intermediary increases the cost of goods, the task of the wholesale link in the distribution system is to form a minimum wholesale margin (due to the rationalization of trade and logistics operations) or to provide the product with additional values for the buyer, who will perceive the set price as fair.

Solving the problem of satisfying the interests of manufacturers, on the one hand, retail trade and end customers, on the other hand, has led to a variety of methods and forms of wholesale trade.

by breadth of assortment

wide assortment (1-100 thousand items);
limited range (< 1000 наименований);
narrow range (< 200 наименований);
assortment specialized;

by delivery method

delivery by own transport;
sale from a warehouse (self-delivery);
by degree of cooperation
horizontal cooperation for joint purchases and organization of wholesale markets;
vertical cooperation for the purposes of marketing and competition with retailers for the end-user market;

in relation to the marketing system

exclusive sales system: the manufacturer provides a license to trade under the terms of franchising;
selective sales system: distribution and dealer agreements between the manufacturer and wholesale companies chosen by him;
intensive sales system: work simultaneously with all intermediaries;

by turnover

large wholesalers;
medium wholesalers;
small wholesalers;

There are three general categories from a wholesaler's point of view:

wholesale trade of manufacturers;
wholesale trade of intermediary enterprises;
wholesale trade carried out by agents and brokers.

Wholesale trade is carried out by manufacturers with the help of their own sales bodies, for which a subsidiary wholesale company is created. However, the activities of such a company will be justified if the volumes and range of products produced are sufficient. Otherwise, it is advisable to transfer the functions of wholesale trade to independent companies.

Independent wholesale companies are organized in accordance with the above classification, depending on the requirements of the retail trade and their own capabilities.

A detailed classification of the types of wholesale intermediaries is given by F. Kotler [9].

The choice of the form of wholesale trade depends on the specific product, its position on the market (in demand; demand is not great, the degree of market saturation), on the specific transaction of the wholesale company with the seller of the goods.

There are two main forms of wholesale trade:

transit;

warehouse.

In the transit form, goods are delivered from the manufacturer to a retail chain or another wholesale company (smaller or located in another city), bypassing the warehouse of the intermediary wholesaler. This form has the advantage that turnover is accelerated, logistics costs are reduced, and the safety of goods is increased.

Transit delivery is used if intermediate preparation of goods for quality, packaging, sorting, etc. is not required. In this case, the intermediary wholesaler does not have the opportunity to form an assortment, except for what the manufacturer shipped.

There are two types of transit delivery settlements with manufacturers:

with payment for a transit consignment of goods;

b) without investment own funds by receiving an intermediary percentage (commission).

In the second case, the wholesale company performs organizational functions and is not the owner of the goods.

In the warehouse form, a batch of goods from the manufacturer enters the warehouse of the wholesale company, and then is distributed through various distribution channels to retail. Despite the increased logistics costs, in this case, the needs of trade in pre-sales preparation are better met.

The rhythm of supplying shops is also improving, including in small batches, which is convenient for them. It opens up the possibility of forming the product range required for each store.

The most common types of wholesale trade from a warehouse are:

a). personal selection of goods in the warehouse;

b). upon a written request (for example, sending a fax) or an oral request by phone from the store;

in). through field sales representatives (agents, sales managers);

G). using active calls from the control room;

e). trade at wholesale exhibitions and fairs.

The choice of the type of trade for the wholesaler is determined taking into account the desire and size (capacity) of the retail enterprise.

Wholesale with personal selection is advisable when a retailer wants to quickly make a purchase (stocks are running out), expects to form an assortment on the spot, select new products, and receive discounts for pickup.

Personal selection is often used in the purchase of fabrics, garments and knitwear, fine wines, furs, etc.

To demonstrate some goods, novelty goods, the wholesale enterprise equips a demonstration or showroom.

During personal selection, marketers of a wholesale company can conduct a survey of visitors, test products, take into account comments from both the retailer and customers.

For many standard products, personal selection is organized using self-service. To move the selected goods, small-scale mechanization means are used: cargo carts, roller conveyors, stackers, etc.

Wholesale trade on a written request or by telephone is carried out on the basis of a pre-signed agreement between the buyer and the seller. The terms of payment for each order are also stipulated there. Delivery of goods to the store can be carried out by the transport of the wholesaler or the store. In the first case, the time of the store employee is saved, who does not need to go to the wholesaler for the goods, but the time of delivery of the ordered goods to the store may increase.

Wholesale trade with the help of traveling sales agents and managers has become widespread as the most active form of marketing.

To do this, the wholesale company organizes an agent network to search for buyers - legal entities(smaller wholesalers and shops). Travel agents maintain contact with their customers, monitor the availability of goods in trading floor store, controls the timeliness of payments for goods, etc.

For better coordination of sales agents, the latter can be assigned to a certain territory, to a group of customers, or to sell only certain products.

Wholesale through active (outgoing) calls from the office or sales department. For this, a dispatcher is organized, where specially trained sellers work. Dispatchers-sellers transfer the received information about potential buyers to sales managers. The dispatch service can also take orders from old customers, perform marketing telephone surveys, and keep sales statistics.

Wholesale trade at exhibitions and fairs allows you to conclude supply contracts during a visit to the exhibition by representatives of the buyer or to conduct preliminary negotiations. Exhibitions and fairs attract a large number of professional market participants (manufacturers, intermediaries, consumers), so here you can conduct a large amount of marketing research, get the latest information about new products. The exhibition must be attended by authorized representatives of the sales service, responsible for the efficiency of work at it.

The position of a wholesale company or a manufacturer engaged in wholesale trade depends significantly on the chosen marketing strategy, marketing policy and the nature of marketing decisions.

The tasks (functions) of wholesale marketing are presented in Table 5.

Table 5 Marketing tasks in the wholesale trade system

Marketing strategies in the field of marketing activities of the enterprise are developed in the case of expanding sales in the old market, entering new markets, when designing new marketing channels, for example, when the old sales system has ceased to be effective.

The implementation of marketing strategies in sales activities requires a long time, significant financial costs, since, as a rule, investments in sales are required. In tab. 6 shows a plan for the marketing strategy of the enterprise when it enters the Russian market.

Table 6 An example of a marketing strategy plan for an enterprise when entering the Russian market



St. Petersburg
Moscow
Million cities
Other
CIS
Coverage in million people
Number of retail outlets covered
Potential turnover with given coverage in retail prices, mln. $
Average consumption per person per year, kg/year
Market share in %
Number of sales personnel, people
Number of wholesale depots

Marketing research carried out by a wholesaler covers the three most important areas:

research of consumers - the population in order to obtain information from them about goods in demand, and about the level of dissatisfaction with different brands;

market research of suppliers to solve their own problems related to procurement.

Other studies may be carried out based on the strategic goals of companies.

At the initiative of the supplier-manufacturer, it is possible to conduct various experimental studies to assess the consumer qualities of the goods.

Market segmentation is a mandatory marketing function of a wholesale enterprise. For example, to select target segments of professional buyers and to know the purchasing preferences of different segments of the population and their reaction to the supplied goods.

The professional sales market is segmented according to such criteria as: purchase volumes, breadth of assortment, business reputation, solvency, pricing policy, etc.

If the consumer is the population, then various systems of indicators are used, choosing from them those that best characterize the consumer segment (social, demographic, economic, behavioral and other indicators).

Purchasing marketing serves to gain competitive advantages already at the stage of working with suppliers through the acquisition of goods that can satisfy the needs of end customers.

In this case, the following tasks are solved:

purchase goods that are in demand by the consumer;

the procurement process should provide economic benefits for the wholesaler (due to obtaining discounts, deferred payment);

in the case of substandard goods, the wholesaler should be able to replace it.

a). determination of needs for a particular product, a particular brand with the establishment of its quantity;

b). determination of needs in the assortment, which is desirable to buy from one supplier;

in). determination of the criteria that form the initial basis for assessing suppliers and negotiating with them (economic, marketing, technical, logistical requirements);

G). search and analysis of suppliers by methods of marketing research of the market;

e). selection of suppliers and organization of negotiations with them;

e). placement of trial orders;

and). evaluation of results;

h). conclusion of long-term contractual agreements.

We can formulate the main requirements for suppliers:

popularity (fame of the brand;
reliability;
availability;
interest in working together;
understanding the role of marketing in promoting your products;
minimum delivery time;
take a share of the risk, for example, associated with transportation.

When selecting suppliers, the wholesale company decides whether to choose one supplier (principle of concentration of orders) or select several suppliers (principle of dispersion of orders).

The advantage of concentrating orders with one supplier allows you to get big discounts due to the larger order size. This is also facilitated by close cooperation, including the implementation of joint projects for the production of new goods. The wholesale company can provide information about new demand trends, new products entering the market from other manufacturers.

However, working with one supplier increases the wholesaler's risk and limits his ability to quickly adapt to the requirements of the retail network.

The marketing logistics of a wholesale company is to develop such a transport and warehouse scheme that would take into account the requirements of procurement marketing and sales marketing. Like other enterprise structures focused on a marketing approach in their work, logistics services must take into account the specifics of the behavior and requirements of retailers that they impose on their wholesalers. This is, first of all, the size of the consignment of goods and the speed of delivery.

Marketing solutions in the distribution system are intended to support the implementation of the planned volume of goods in the local and regional markets.

Marketing information that fuels the sale helps to reduce the risk of the sales activity.

Sales marketing solutions cover the entire marketing mix.

product line decision

From a financial point of view, the formation of the assortment takes place taking into account the turnover of goods, the size of the turnover and the profit received.

The expansion of the range is carried out for several reasons, including:

for some products of the main assortment, it is necessary to have complementary products (complement products);

the activity of a wholesale company with this assortment is unprofitable (small turnover);

other marketing tasks are solved: new products are promoted, the company switches to larger retail segments, etc.

Pricing decision.

In the overwhelming majority of cases, when concluding a deal with a wholesale company, the main factor is the price, quality of goods and payment terms. In tab. Figure 7 shows the data of surveys conducted among St. Petersburg wholesalers, and for comparison, the results of a survey of retail enterprises in France are shown.

Table 7

Therefore, the wholesale price should be profitable for the store, taking into account the nature of the demand for this product and the price offers of competitors.

Sales channel decision.

Options for decisions about methods and distribution channels are made in the same way as the manufacturer.

Experience: In St. Petersburg, small companies deliver goods to many stores in the city - carriers or private individuals in their cars.

Deciding on the placement of a storage location for inventory

The wholesale company decides on the organization of a system of warehouses or one centralized warehouse, and possibly a combination of them.

The starting points are the ratio between the costs of maintaining the production activities of warehouses and improving the wholesaler's customer service. On Fig. 10 shows an example of the location of warehouses of a Russian wholesale company.

Rice. 10 Organization of warehouses of the wholesale company PARTY-CENTER

The communication policy of most wholesalers is aimed primarily at professional market sales.

The most commonly used communication methods are:

personal selling

sales promotion

Large wholesale companies (Soyuzkontrakt, Uniland) also conduct PR campaigns.

Business advertising - placement in selected channels of a business proposal on the possibility of supplying goods at specific prices. Sometimes discounts and shipping conditions are also published. Advertising channels are selected such as those used by professionals: prefabricated catalogs (wholesaler, St. Petersburg store, Apraksin Dvor, etc.), specialized magazines, some popular newspapers and magazines.

Personal selling is carried out at all hierarchical levels of employees of the sales department: the director, managers and sales agents. Sometimes personal communications are performed by the heads of the wholesale company. For successful work, sales department employees must have representative advertising in the form of business cards, souvenirs, branded folders, pens, etc.

The professional behavior of the seller contributes to successful negotiations, and his authority influences the formation of the image of the entire wholesale company.

Sales promotion in wholesale trade is carried out in three directions:

a). stimulation of consumers;

b). stimulation of intermediaries;

in). stimulation of own sales personnel.

BUT. Consumer incentives is made with the aim of attracting buyers to make a purchase of this particular product. The buyer is emotionally pressured through intense advertising.

Specific methods and incentives depend on the type of buyers and the type of product.

The most common incentives are:

distribution of samples for display or for testing. This can be done in the form of posting, mailing, distribution in the store, attached to any product. For some foods, tasting is effective.

Coupons - give the right to purchase goods at a certain discount. Coupons can be sent by mail, attached to the first purchase, included in advertisement. Coupons may be included in the package. They are effective for stimulating a product that is in the growth or maturity phase.

Quantity rebate when multiple packs or a set are sold at a discounted price different goods(set).

A premium is a product sold at a discount or free of charge attached to another product as a promotion (10 pcs + 1 can for free).

Vouchers are a type of bonus that you receive when you purchase a product to receive a discount on your next purchase.

Free service (delivery of furniture to your home).

Discount or free issue of goods upon presentation of a specified number of packages (lids, etc.) as evidence of previous purchases.

Rewards when buying goods for a certain amount. In this case, one of the attractive products available in the store is usually used as a premium.

The use of packaging that can be used for other purposes after the product is consumed, such as a can of instant coffee in the form of a coffee pot that is quite suitable for preparing this drink.

Money back guarantee if the product does not fit or you do not like it for some reason. The usual condition for this is the return of the goods in safety. At the same time, they do not require any explanation of the reasons for refusing the goods, and the procedure for receiving money is extremely simplified.

Acceptance of obsolete goods as a down payment for a new one in an installment sale.

Lottery coupons attached to the purchased product. The prize(s) are often very expensive things - cars, fur coats, especially high-quality consumer electronics, etc.

The meaning of sales promotion measures is not only to increase sales and a corresponding increase in the mass of profits. An increase in sales means a decrease in storage costs, and this circumstance must be taken into account when determining the amount of the discount resulting from this or that activity. In the practice of foreign firms, the usual size of such a discount is about 2.5%.

B. Incentives for intermediaries

The main means of stimulating trade are:

providing discounts from the price for volumes (cumulative, non-cumulative discounts);
providing discounts for the inclusion of a new product in the purchased assortment;
discount discount;
providing distributor (dealer) discounts;
provision of representative materials with advertising of the manufacturer's trademark;
organization of professional meetings and specialized exhibitions;
contests, lotteries, games for dealers and other intermediaries to encourage an increase in purchases;
service organization;
organization of training;
consumer discounts (manufacturer price reduction to reduce prices in the entire chain of intermediaries);

Stimulation of buyers of industrial goods:

supply of spare parts;
installation, adjustment;
training;
repair of equipment;
warranty and post-warranty service;
acceptance of worn-out equipment.

The main stages of developing an incentive program:

goal setting;
determination of stimulation intensity;
determination of the conditions for the participation of the manufacturer in the incentive program;
identification of channels for disseminating information about the incentive program;
setting the duration of the incentive program;
timing of promotional activities;
drawing up a consolidated budget for the implementation of the incentive program;
assessment of the results of stimulation.

Before starting a full-scale incentive program, a preliminary test of the chosen method should be carried out.

B. Incentives for own sales force

The success of sales activities largely depends on how the employees of the sales department are interested in the results of their work. To do this, the company must have a system of incentives for sales personnel.

In the very general view the incentive system has a financial and non-financial basis. financial methods incentives involve a combination of a fixed part of the salary with a bonus, commission form of remuneration for specific results.

Non-financial methods - material (free lunches, payment for transport, etc.) and non-material (cups, certificates, etc.) incentives can apply both to an individual employee and to any group.

Service policy plays a big 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 a competitive market. Large enterprises, both manufacturers and intermediaries, create a network service centers located as close as possible to consumers.

The manufacturer organizes service in two ways:

a). full after-sales service by creating our own (branded) service centers;

b). The manufacturer only undertakes to supply spare parts to an independent service company.

From the standpoint of marketing, the task of organizing service maintenance is to increase the value of the product. At the same time, it is assumed that the service is included as an important attribute of the product for the buyer, including its intangible, intangible component (attention, goodwill). Communication in the field of service is characterized by the individualization of personal communication, great flexibility, transparency of the production process (for example, the installation of a washing machine, an electric stove takes place in front of the buyer).

Orientation to the constantly changing needs of consumers leads to the need for interactive relations between the seller and the buyer, and in this case, the service plays an invaluable role. Specialists of service centers, periodically meeting with customers, are well aware of their product and the opinion of consumers about it. This can serve as the basis for developing interaction marketing principles.

Organization of merchandising.

Merchandising is any activity of a manufacturer or wholesaler in a location retail to maximize turnover.

Basic merchandising procedures:

a). placement of goods on the trading floor;

b). control over the timely replenishment of inventories and, especially, over the presence of goods in the right quantity on the trading floor;

in). assessment of the fairness of the price of the goods indicated on the price tag.

The placement of goods on the trading floor involves determining the place of the goods on the trading floor, according to the height and length of the trading shelf. Specific recommendations depend on the type of product, which for merchandising purposes can be divided into four main groups:

fast-selling goods that provide the store with a good turnover (meat, milk, etc.). average price the buyer is aware of such goods, so if the price is attractive to him, then he can become a regular customer of the store;

standard goods (cereals, sugar, drinks) that the buyer expects to buy in the store and if they are not available, he will go to another store;

goods of impulse demand, should be noticeable and attract attention. Placed on separate, bright racks, as well as at the checkout;

special-purpose goods for which the buyer comes only to a specific store. A store that has these products is remembered by customers.

A merchandiser - a representative of a manufacturer or a wholesale company, of course, monitors his goods, seeking from the administration to fulfill the conditions agreed in advance for placing goods on the trading floor. Some manufacturers publish recommendations for displaying their products in special magazines intended for distribution to stores.

A marketing audit of the sales system should keep the sales system in a highly efficient state by periodically reviewing marketing decisions, especially with regard to the methods of distribution used, sales channels, the degree of their balance in the qualifications of sales personnel, and the content of complaints from partners. Of particular importance is the financial audit of sales: the state of accounts receivable and accounts payable, the level of bad debts, inventory turnover and working capital in general, assessment of the possibility of theft, loss of goods, etc.

Marketing in wholesale trade on the example of an enterprise. Features of marketing in wholesale trade. Improving the marketing activities of LLC "TD "Unit"

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