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Файл:Conducting work on the maintenance of landscape architecture objects. Textbook
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paying a high price for a high-quality service, an individual approach, and exclusive
materials.
6. Strategy for setting prices for a bundle of goods (product-bundle pricing) —
involves the formation of a set of products/services related according to some
principle and selling it at a price lower than the total price of the goods included in it.
The strategy becomes effective if this price difference is large enough.
7. Strategy for setting prices on a geographical basis — allows you to take into
account in the price the different position of the buyer relative to the place of
production or shipment of the purchased product/service in the field of landscape
construction.
In practice, pricing strategies in the landscape services market are used in
combination, depending on the specific situation and overall marketing strategic
objectives. In real business life, various pricing strategies are simultaneously used,
which must change in accordance with the actual market situation and the goals
achieved by the organization.
It is difficult to calculate monthly financial indicators in a landscape business.
Relationships with one client last a long time: the project is first agreed upon, then
sketches are made, materials are selected, and work is done on site. For various
reasons, work on a project may be temporarily suspended; often clients pay for
services with delays. In addition, it is impossible to calculate the average monthly
costs for materials - they are purchased individually for each project.
4.8. SALES POLICY
The Russian market for landscape design services began to take shape
relatively recently, only about 15 years ago, and is still not yet formed. In the capital
region, there are currently more than 600 companies offering services in this area.
Every year about two dozen new companies appear and about the same number close
after only one season. There are not many companies in the landscape services
market that provide a full range of services. The main activities of companies
providing landscape design services in Russia are: landscape design, planting of
greenery, landscaping, landscape construction, creation of irrigation and watering
systems, creation of artificial reservoirs, chemical analysis of soils. For long-term
successful activities in the field of gardening construction and landscape design, the
organization needs to stimulate sales by clearly building a sales policy for the
company’s products.
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Sales is a key link in marketing in the market and all activities of an enterprise
in creating, producing and bringing goods to the consumer, the main task of which is
to return the funds invested in the production of goods and make a profit.
Sales policy (sales logistics) in the market is the organization of a rational
process of promoting products from the manufacturer to the final consumer, as well
as its management.
The main goal of sales policy in the market is to ensure the availability of
goods/services and materials for consumers. To do this you need:
1) identify the need of the target market and calculate its capacity;
2) determine effective distribution channels;
3) create an effective sales system;
4) choose methods of product promotion for various groups of goods/services
and segmental markets.
The main elements of the sales policy are the following:
- transportation of goods/landscape services;
- finalization of landscape products — selection, sorting, assembly of the
finished product, etc.;
- storage of products — organization, creation and maintenance of the
necessary stocks;
- contacts with consumers — actions for the physical transfer of goods, placing
orders, organizing payment and settlement transactions, legal preparation of
documents for the provision of services, informing the consumer about the product
and the company.
Promotion of services is all forms of company activity aimed at informing,
explaining, and reminding potential consumers about its services, ideas, and social
activities.
Main means of promotion:
- advertising;
- sales promotion;
- public relations;
- personal sales.
Recently, these tools often include Internet marketing and direct marketing.
Mutually beneficial relationships with partners allow you to place banner advertising
on their websites. Many companies place contextual advertising on the Internet and
have accounts on popular social networks: VKontakte, Twitter, Facebook18. These
pages contain basic information about the company, services, interesting articles on
18
Meta Platforms is recognized as an extremist organization in Russia and is banned.
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the topic of landscape design, and photo reports from organized events. Such
information is also posted on the company’s official website, which provides
feedback.
Direct marketing is used in complex technological production in the landscape
services market, when the manufacturer, on his own, ensures the installation of
complex equipment directly at consumer enterprises. All promotion tools are
developed based on the company’s overall positioning strategy.
An important role in the promotion complex is played by personal sales, which
are handled by the account manager. He communicates with existing clients and
establishes relationships with potential clients, offering services, usually to legal
entities.
Of course, the choice of specific promotion tools depends on the market in
which the company operates, on its goals and objectives, on its financial capabilities,
and on the level of competition. In order to form the most effective promotion
package, it is necessary to take into account the specifics of the company’s work and
the features of the services provided.
Enterprises of landscape goods and services use both simple and complex
product distribution systems. In a simple distribution system, goods are transferred
directly from the seller to the consumer, but in a complex distribution system there
may be, in addition to their own sales channels, various independent sales
intermediaries.
The content of the functions of sales activities of finished products on the
market based on marketing includes three components: planning (forecasting),
organization, control and coordination. Tactical objectives of sales policy in the
landscape services market relate to:
- working with existing clients;
- implementation of programs to attract new clients;
- search and selection of commercial proposals for the supply of goods or
provision of landscape services;
- checking the activities of the manufacturer’s external service on the market, in
particular, the availability and sufficiency of trade stocks, the need for product
presentation, and sales support activities;
- establishing the structure and value of both total costs and costs for each
component of costs associated with the physical distribution of goods, as well as
comparing these costs with the level of delivery service;
- analysis and development of computer software in the distribution system for
prompt monitoring of supply and demand in the landscape services market, as well as
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the development of self-service, accounting and control systems for sales volumes
and prices of sold products for the adoption of operational marketing activities.
A distribution channel is a collection of organizations or individuals that take
over or help transfer to another entity ownership of a particular product or service as
it travels from producer to consumer.
A distribution channel is a system that ensures the delivery of goods to points
of sale. Naturally, the manufacturer is interested in selling its products on the
landscape services market directly to consumers if they have their own regional
warehouses.
A single-level distribution channel in the landscape services market includes
one intermediary. A two-level channel includes two intermediaries. In consumer
markets, these intermediaries are usually wholesalers and retailers. A three-level
distribution channel includes three intermediaries. Small wholesalers buy products in
the landscape market from large wholesalers and resell them to small retailers that
large wholesalers typically do not service.
Consumers of landscape design services are municipalities of cities, cultural,
recreational and entertainment institutions, owners of country houses and plots.
At the same time, the number of consumers — individuals — owners of private
houses has recently increased sharply.
The market for landscape design services has several directions:
- individuals whose incomes are above average and live in private houses.
They may have large territories, as well as a desire to make exclusive projects on
their plots;
- individuals with average incomes who have private houses or garden plots.
Such people want to transform the local area, for this they need the help of
specialists, and in the future they can take care of the landscape on their own;
- legal entities, which include shopping centers, office buildings, and
enterprises that have land plots on their territory. They need landscape design to
create a harmonious environment in order to attract additional customers.
4.9. PRODUCT PROMOTION AND ADVERTISING
Advertising has the following goals:
- increasing the level of consumer knowledge about the company or its
products;
- creating a sense of necessity for the company’s products in the consumer;
- stimulation of trade turnover;
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- encouraging customers to become regular customers of the company;
- creating an image of a stable partner in the eyes of other companies.
It is very rare to find advertising companies that would be aimed at achieving a
single goal. As a rule, several goals are pursued19.
One of the classifications of types of advertising identifies the following types:
informative, comparative, persuasive and reminder advertising.
Informative advertising in the landscape services market is used when a new
service, product or idea appears, and the company needs to convey information about
the service to the consumer. This type of advertising combines two goals —
searching for potential customers and introducing a new product or service to the
market.
A well-known example of comparative advertising is advertising for washing
powders. This type of advertising involves comparing the advertised product with
similar products based on their main characteristics.
In the process of persuasive advertising, selective demand is formed; the
attention of consumers is drawn to the specific advantages of a given product or
service relative to similar ones.
Reminder advertising in the landscape services market comes to the aid of
those goods or services that are no longer new to the market, but need consumers to
be reminded of their existence.
There are other classifications of types of advertising. For example, image
advertising, stimulating advertising and stability advertising are distinguished. Types
of advertising can also be distinguished depending on the advertising medium or
media in which the advertisement is placed. The most common types of advertising
in the press are line ads and graphic blocks. If a line ad, as a rule, is a small text with
coordinates, then a graphic advertising block allows you to place a graphic object in
addition to the text: it can be a photograph of the product itself or a specially created
background on which the ad text is placed.
Modern advertising has long become an integral part of life; it surrounds
people everywhere. Advertising today is not only a science, but also a real art.
Modern types of advertising are widely used to promote products on the
market. As the market grows, the quality and originality of advertising improves.
Sponsorship and Internet advertising are developing. Manufacturers are interested in
increasing sales through advertising and attracting as many customers as possible.
19
См.: Виды и средства рекламы // Визлит: сайт. URL: https://vuzlit.ru/315427/vidy_sredstva_reklamy
(дата обращения 18.12.2023).
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The organization of advertising activities is very important and depends on
many factors. Most enterprises organize advertising activities on their own. Large
enterprises create their own marketing and advertising departments that promote the
company's products and services. Having such a department in an organization has a
number of advantages:
- department specialists have a good knowledge of the company’s products and
services, as well as the relevant market sector;
- department employees have all the information related to both the enterprise
development strategy and its current tasks, and can quickly take this into account
when conducting an advertising campaign;
- department employees are directly interested in the effectiveness of the
advertising campaign.
Advertising agencies are hired to carry out work on creating advertising and
information materials, advertising campaigns and their placement. An advertising
campaign is a set of interrelated advertising activities developed in accordance with
the company's marketing program, covering a certain period of time and aimed at a
given target audience in order to evoke a reaction that will help the company solve its
strategic or tactical objectives.
The goals of an advertising campaign are determined by the development
strategy of the enterprise as a whole, tactical marketing objectives, as well as the state
of the target audience. There are three types of advertising campaign goals:
economic, image, social.
Economic (commercial) goals are expressed, as a rule, in increasing sales
volumes of goods or services, increasing profits, increasing the market share of the
company, entering new markets, etc. The economic goals of the advertising campaign
are predominant and fundamental in the activities of landscape service enterprises.
Image goals come down to creating a positive image of the enterprise,
increasing prestige and reputation, fame and popularity. For landscape service
businesses, setting and achieving image goals is a very important task. This is due to
the fact that the quality of the services provided can only be assessed after their use,
and in order to attract and retain customers, an enterprise must have a certain image
strategy. It is the image of the company that is one of the elements through which the
client can judge the quality of the landscape services provided and the reliability of
the company itself.
Social goals in advertising are related to environmental problems, improving
social conditions, increasing the level of employment, etc.
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The established goal must be realistic, achievable within a given time frame
and by certain means. Without a clearly defined goal, it is impossible to successfully
carry out advertising activities and accurately predict its results.
Depending on the time interval, long-term, medium-term and short-term
advertising campaigns and, accordingly, advertising goals are distinguished. It is
advisable to include advertising campaigns planned within the framework of longterm development programs of the company and designed for a year or more as longterm advertising campaigns. This kind of advertising campaign is associated with
maintaining the company’s image, planned entry into new regional markets,
participation in international exhibitions, for which applications are usually submitted
a year in advance, etc. Medium-term advertising campaigns are designed to last
several months and are most often timed to coincide with the beginning of the warm
season of landscape services. Short-term advertising campaigns, as a rule, cover a
period within a month and are associated with the sale of goods with a short shelf life,
perishable goods (seedlings, etc.), seasonal services and similar promotions.
Correctly formulated goals of an advertising campaign influence both the choice of
means of advertising distribution and the cost of the entire advertising campaign.
Depending on its market share and marketing objectives, a landscape services
company can implement one of three types of marketing strategies: offensive,
defensive or retreating. Each of these marketing strategies can be compared with an
advertising strategy (Table 5).
Table 5
The relationship between the company's marketing
and advertising strategies
Marketing goal of the organization in the market
Type of strategy
Marketing
Advertising
Gaining and expanding market share
Attacking
Increasing
Maintaining existing market share
Defensive
Flat
Leaving the market
Retreat
Descending
An attacking, or offensive, strategy pursues the goal of conquering or
expanding market share, significantly increasing the number of customers, and
occupying a more stable and independent position in the market. If the market share
occupied is below optimal (profit is small), then the task arises either to take
measures to expand it or to leave the market. With an unreasonable, unsecured,
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excessive increase in market share, the quality of the services provided may suffer
significantly.
Companies use an offensive strategy in cases where:
- the current market share is insufficient and it is advisable to expand it by
attracting new customers;
- promotion of a new service to the market;
- competitors are losing their positions in the market, and there is an
opportunity to increase market share at relatively low costs;
- the organization plans to enter new markets, for example, opening regional
branches.
When choosing an attack marketing strategy, the advertising campaign is also
quite aggressive in nature and requires significant costs.
A defensive (holding) strategy is used in the following cases:
- with a satisfactory position of the company in the market;
- in case of insufficient funds to carry out an attack strategy;
- in a situation where the company fears active opposition from competing
companies if it pursues a more aggressive policy.
This strategy is usually used by large monopolistic complexes in markets they
have already mastered. However, when implementing such a strategy, it is necessary
to clearly monitor the market situation so as not to lose your market share when
competitors' strategies change. In this case, the goals of the advertising campaign are
to remind about the organization itself and its services, stimulate sales and maintain
its image.
The retreat strategy is, as a rule, forced and associated with a radical
diversification of the services offered, reorientation of the organization, its
withdrawal from the market for financial reasons, etc. In this case, there is no need
for an advertising campaign, and it goes downward.
You can count on high efficiency of advertising campaigns only if20:
- they are prepared and conducted on the basis of preliminary marketing
research, taking into account the dynamic nature of the consumer market;
- professionally executed, memorable and properly influencing the target
audience advertising products were created;
- means of advertising distribution are selected skillfully and correctly, and all
advertising events are coordinated.
20
Сайт. URL: https://sinref.ru/razdel/05000sport/15/378487.htm (дата обращения 18.12.2023).
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Technology for creating an advertising product.
Development of advertising text, corporate identity and trademarks
An advertising product is an advertising offer with which an advertising
company addresses its clients (real and potential) in hopes of convincing them to
purchase its products and/or use of its services. An advertising product basically has a
triune nature — it is the result of a combination of practice and science, and art.
Creating an advertising product is a complex, sequential creative process consisting
of certain stages. It is based on the art of designers, the work of writers of advertising
texts, photographers and other representatives of creative professions. In general, the
process of creating an advertising product can be represented in the form of three
stages: searching for an idea, developing an advertising text, developing a visual
solution and an original layout.
Each of the three stages has its own meaning. First you need to formulate a
creative idea. This stage is the creative beginning of the advertising message. At the
second stage, you should prepare the text of the advertising message (here the work is
done on the main part of the advertisement). Finally, the third stage, associated with
the development of visual solutions and the preparation of original layouts, ensures
the formation of the final version of the advertising product.
Let’s look at each of the stages in more detail.
Search for an idea. The process of creating an advertising product begins with
the creation of a creative idea, which in a general sense should be understood as the
informational essence of the advertising message expressed in a certain artistic form.
In other words, this is the conceptual basis of an advertising product, acting as a kind
of foundation on which advertising will be built. Usually, to develop a creative
advertising idea, a creative team is involved, which must formulate a USP (unique
selling proposition). Its meaning is the need to include in the advertising message an
interesting, reasoned proposal addressed to consumers and emphasizing the
advantage of the advertising object.
In practice, the following techniques are most often used to develop a creative
advertising idea: brainstorming; random search method; RAM conductor theory. The
brainstorming method involves creating a special working group, whose members
first independently come up with ideas and then discuss them in a group, ultimately
choosing the most suitable and original one.
The random search method is based on the assumption that the best creative
and ingenious advertising ideas come to mind completely by chance. To develop a
creative idea, within the framework of this technique, it is proposed to generate as
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many potential ideas as possible, one of which can become decisive. According to the
RAM conductor theory, the central element of advertising becomes a certain
associative correspondence (i. e. conductor). A conductor is a certain visual or verbal
element that can attract attention, but, at first glance, has nothing to do with the
subject of advertising.
Development of advertising text. The second stage of preparing an advertising
product is the creation of the text of the advertising message. Typically, the textual
basis of an advertising message is a written statement of the most important appeals
and arguments designed to help in solving the assigned tasks. On radio and TV, the
writers of advertising texts are usually the scriptwriters. If we are talking about print
advertising, these could be copywriters or employees of the advertising department of
the enterprise itself. It is believed that advertising text should not be too long. Its size
in most cases depends on the purpose of advertising and its object. One way or
another, the text of the advertising message must reflect the essence of the advertising
message, and be easy to understand and remember.
Experts in the field of advertising highlight the following principles for
developing advertising text: before starting to create advertising text, it is necessary
to study the advertised product, its previous advertising and advertising of competing
companies; When creating the text of an advertising message, it is necessary to
analyze consumer reviews of the advertised product; the text of the advertising
message should contain 1–2 key ideas, indicate the uniqueness or advantages of the
advertised product and contain important facts and details. Thus, the text of the
advertising message should be simple in content, specific, highlight the strengths of
the product, and also be flexible. It must clearly demonstrate benefits for the
consumer.
Creation of the final original layout of the advertising product. The final
stage of creating an advertising product is integration and combining into a single
whole all elements of the advertising message. In this case, the elements of an
advertising message are understood as text and graphics, colors, fonts, etc. Thus, at
the third stage, it is necessary to determine the final form of the advertisement and
create an original layout, which will subsequently be put into production. The created
original layout is subject to approval by the management of the advertising company.
Only after approval can it be transferred for further proceedings. This completes the
creative stage of designing and preparing an advertising product. Next comes the
stage of its production, placement and distribution.
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