Development and standardization of methods for promoting products on the example of bakery products

• Main Authors: O. A. Orlovtseva, M. I. Litvinova, E. V. Litvinov, D. K. Kostina
• Format: Article
• Language: Russian
• Published: Voronezh state university of engineering technologies 2018-04-01
• Series: Vestnik Voronežskogo Gosudarstvennogo Universiteta Inženernyh Tehnologij
• Subjects: bakery products, marketing, advertising, standardization
• Online Access: https://www.vestnik-vsuet.ru/vguit/article/view/1663

The popularity of products depends not only on its quality, but also on the activities that have been undertaken to promote it in the market. The media plan developed for this purpose should be based on the use of scientific approaches, since the success of an advertising campaign directly depends on the correctness of the selected promotion channels and the level of the developed advertising and information materials. At the same time, it is necessary to optimize the media plan, which makes it possible to ensure the effectiveness of advertising by attracting consumers, advancing competitors and rational use of resources, including material ones. The article gives an example of a developed advertising campaign for the promotion of bakery products: advertising channels in magazines, a radio commercial in shopping centers, advertising stand and distribution of flyers were chosen as channels for promotion. The general concept of this advertising is the promotion of various types of fresh hot products, so the main character is Red Riding Hood. The article gives examples of layouts of printed materials, an approximate scenario of a radio commercial and a description of the layout of magazine advertising. To assess the adequacy of the developed advertising company, the media plan and expenses for creating and conducting an advertising campaign are calculated.. On its basis, a methodology is formulated and an algorithm for performing these marketing activities is constructed. An important step in the application of this technique is its standardization - the creation of an organization standard. The standardization document containing the rules, regulations and requirements will allow optimizing production processes and increasing the competitiveness of the enterprise's products, and also contributes to a common understanding of marketing concepts and advertising policy in the enterprise.