Project on International Marketing. Brewery «Sozh».

The aim of this project is to develop international marketing. In accordance with the purpose of the work is necessary to solve the following problem, which determined the logic and structure:
- Explore the prospects of the project of international marketing;
- Provide a description of the market of the project;
- Explore the international marketing environment;
- Identify the factors affecting the determination of the target market;
- To describe the specific segments of the scripture
- To explore a project of international marketing with the help of the marketing mix.
The object of the study is the brewery "SOZH".
The subject of study is the relationship arising from the drafting process of international marketing.
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Introduction
1. Research of the perspectives of international marketing project
1.1. General description of international market proposal
1.2. Research of international marketing environment
1.3. SWOT-analysis of international marketing perspectives
2. Description of a Target Market (Segment)
2.1. Identification of factors influencing on definition of Target Market
2.2. Description of segmentation process
2.3. Description of specific segment(s)
3. International Marketing Mix development (4P or 7P concept is to be selected according to a specific marketing proposal)
3.1. Product description
3.2. Pricing description
3.3. Place description
3.4. Promotion description
3.5. Physical evidence
3.6. Process
3.7. Conclusions
Overall conclusions
Bibliography

Relevance of the research topic. The issue of international marketing and financial investments in foreign markets, as well as the origin and development of multinational companies have long studied by researchers world-wide. In the last decade between the marketers and the leading economists of the country is an active debate on the theme of the ability of companies with a large scale to have a significant impact on the situation on any market, competitive activity, and stimulate scientific and technical process of the countries in which they are presented.

Demand for the products of OJSC «Sozh» relating mainly to the mainstream segment is price elastic.Product Life Cycle "beer" has a seasonal character. Season sales increase: April - September, a season of recession: Autumn-Winter. To extend the season, you can use advertising and promotions. In 2004, due to the action "under the cover of Fortune" managed to raise the demand for beer in December to the level of July and August.The portfolio of brands of OJSC «Sozh» consists of two brands.- Brand «Sozh»Brand positioning OJSC «Sozh» is based on the premise that corporate brand is therefore subordinate to it different assortment positions aimed at different target segments. Brand positioning is to make maximum use of the positive image of the trademark OJSC «Sozh» and distribute it to consumers with different taste preferences.Brand strategy OJSC «Sozh» - sustainable leadership in the beer market in the Republic of Belarus among domestic manufacturers and importers.- Brand «Get lucky»Brand «Get lucky» is positioned as a beer for young people with active lifestyles.3.2. Pricing descriptionWhen setting the price for a new product takes into account the supply and demand for beer in the Republic of Belarus and the Russian Federation (exports) and prices of competitors on the market, which is expected to sell its products, the costs of the enterprise. One component of the analysis prior to the decision on the establishment of prices for new goods or price changes on existing threshold analysis is the price that consumers are willing to pay for the company's products or for goods - competitors.At the moment, one of the major benefits to consumers of beer, produced by OJSC «Sozh» is a reasonable price. Also take into account that the threshold price for the majority of consumers of beer in Eastern Europe is 1.5-2 euros. It is therefore planned to retain the overall position of the main varieties of beer under the "mainstream" segment (currently 1.5-2 euros) but also to certain varieties present in the segments of "cheap beer" and "premium segment".Due to chosen strategy of the enterprise development (strategy to protect existing position + expand market share) applies flexible pricing, based on the difference between the wholesale customers with price discounts and promotions.Price discounts are provided to wholesalers and retailers, for a certain period of time.The following types of discounts and promotions:- Discounts for the total amount of advance payment;- Discount for the amount of purchased goods;- Functional discounts (price reduction for companies and other entities of the system of commodity circulation, performing certain functions on the sale of products of JSC "SOG", its storage, advertising, sales promotion, etc.);- Commission remuneration.The size of discounts is determined individually for each intermediary.3.3. Place The illustration clearly showing the levels of the distribution companies OJSC «Sozh» is shown in Figure 3.1.Figure 3.1. Distribution channels of beer OJSC «Sozh»-16446567945 Large wholesalersSmall wholesalersRetailторговцыConsumer OJSC «Sozh» RetailторговцыOJSC «Sozh»Consumer Own networkConsumer OJSC «Sozh» Small wholesalersRetailторговцыRetailторговцыOJSC «Sozh» Own networkConsumer00 Large wholesalersSmall wholesalersRetailторговцыConsumer OJSC «Sozh» RetailторговцыOJSC «Sozh»Consumer Own networkConsumer OJSC «Sozh» Small wholesalersRetailторговцыRetailторговцыOJSC «Sozh» Own networkConsumerAs can be seen from the circuit manufacturer does not sell its products directly, that is, using the distribution channels of the first, second and third level. Bring the product to the end consumer it helps wholesalers, its own network and, of course, retail.3.4. PromotionPromotion of the brand lies in the fact that, in the minds of consumers, he was associated with an active lifestyle, as well as sports events of RB and sport in general (advertising support of all major sporting events broadcast on television, radio, etc.). Positioning in this case is not aimed at athletes and their fans.Planning promotional activities at OJSC «Sozh» is part of the marketing planning. Planning marketing / advertising at «Sozh» is carried out in several stages:- Development of annual marketing plan, annual plan of promotional activities;- Monthly planning promotional activities;- Planning an advertising campaign.Annual marketing plan of "SOG" contains 10 chapters.1) Problems of marketing in 2015.2) The state of the beer market in the Republic of Belarus in 2004. Forecast for 20153) The results of studies of beer consumers.4) Calendar plan of marketing research.5) The portfolio of brands (description and characteristics of brands, brand positioning and strategy)6) Pricing policies.7) channels and methods of distribution of goods.8) methods of promotion.9) Advertising. The budget for advertising and promotion in the context of the directions of use.10) The plan of organization of sales promotion for distribution channels (wholesalers, retailers, its own sales network).Elements of planning promotional activities include not only the sections "methods of moving goods", "Advertising", but also the section "The portfolio of brands".In addition to the marketing plan for the next year experts of the marketing department developed schedule of promotional activities for the year, comprising determining the advertising budget for the year, the distribution of budget lines, as well as a schedule of activities with the definition of the goals of planned activities, time, artist, and projected costs of these activities.Writing a marketing plan in general and plan promotional activities in particular of "SOG" is preceded by a situational analysis. It is based on market research carried out by order of the marketing department of the enterprise by third parties, as well as regular surveys of the International Agency Marketing Research MASMI BY, held within the framework of national competitions Brand of the Year and Product of the Year. The studies evaluated:- Socio-demographic characteristics of consumers of beer;- The place of purchase of beer;- Terms of beer consumption;- The frequency of purchase of beer;- Beers;- Type of packaging, etc.The disadvantage of these studies is the lack of evaluation of sources of information, representatives of target segments, which complicates the planning process. Usage data is not enough to generate reasonable advertising policy, however, despite these shortcomings, based on research by experts of the marketing department of the enterprise defined target segments for the company and formed the target audience for the advertising messages.Based on these results, and often based on personal experience of an expert on advertising prepares the description of a typical representative of the selected target segments. For example, students are described as follows:"The average student drinking beer 3-4 times a week. It prefers to drink beer in the company of friends. Most drinking beer on the street or in bars, is rarely at home. He prefers to spend leisure time for socializing with friends, on the Internet, watching TV (mainly films and sports events). A lot of time it takes to travel around the city (public transport, including metro). Attend concerts, discos, cinema. The information often gets from the Internet or from the television, the radio, at least from the print media".On the basis of the description and is often based on personal experience is the description of the advertising media, the most effective for the representatives of the selected segments.For example, students were selected following advertising media:- TV ads;- Advertising on the Internet;- Sales promotion (actions in the field of sales, tasting);- Registration of places of sales of POS-materials;- Advertising on the radio (preferably with the national radio coverage for maximum effect);- Advertising / public transport;- Outdoor advertising (the main street of the city);- Placing materials in the mediaSo in 2014 the three leaders on the preferences of consumers of beer was as follows:1) "Krinitsa" 34.1%;2) " Baltika "27.9%;3) " Lida beer" 26.3%.On the basis of these data are based on card positioning indicators: the percentage of consumers who know the products of JSC "SOG"; the percentage of consumers who prefer the company's products. These data are compared with the previous period, to assess the dynamics parameters. This graph is shown in Figure 2.7., 2.8.Figure 2.7. Position among competitors according to data for 2014Figure 2.8. Position among competitors according to data for 2015The rating actions of competitors advertising on television the previous period is based on reports provided by advertising agencies, with which the company cooperates. The reports are based on data diary panel research company «NOVAK» TV and monitoring activity conducted by "Basma".In these reports, assessed the following parameters:- The cost-per-category beer and manufacturers / brands;- Accumulated 30 "TRP (the sum of ratings of all outputs commercials in a campaign) in general categories and manufacturers / brands;- The share of the costs (SoE) and the share of voice (SoV).Forecast indicators in 2016 are presented in Table 2.6.Cost, US$30”TRPTotal timeShare of voiceOJSC «Sozh» 456 7365 08531 7351 897OJSC "PK Baltika"487 9966 42721 4751 006OJSC «Lida beer»198 4172 50810 795550OJSC «Rechitsa beer» 178 4672 2219 630601OJSC «Olivaria»68 2739168 235692Radio, press and outdoor advertising is not considered on the estimated parameters because of the lack of monitoring data in Belarus means of advertising.On the basis of this analysis and taking into account the mission of the enterprise formed the goals and objectives of marketing and advertising for the next year.The main objectives facing the marketing department of the company for the next year are:- Providing extensive growth distribution of products of OJSC «Sozh» in regions of Belarus;- Increase in the share of OJSC «Sozh» on the beer market in Eastern Europe;- Increase customer loyalty to the production of OJSC «Sozh» and knowledge of brands "Krinitsa" and "Aleksandryya" through enhanced communication policy (advertising, sales promotion, merchandising);- Attracting new customers by launching new versions of products (products in new packaging).The main challenges facing the marketing department of the company for 2016 are:- The study of opinions and preferences of consumers in order to form a complete picture of the market;- The organization of the collection of data on the behavior and intentions of competitors;- Development / adaptation of the concept of electronic systems for data collection and analysis distribution and merchandising;- Leading pricing strategy in line with the pricing method with a focus on demand;- Provision of integrated support to market beer brands OJSC «Sozh» and «Get lucky» aluminum cans 0.5 liter .;- Providing comprehensive support brands «Sozh», «Get lucky».Determined and advertising objectives for 2016. These include:- The creation of a favorable image (image) of "SOG" and its products;- Attracting new customers.Advertising costs are planned on the basis of a fixed percentage to the planned volume of sales, but at the same time to take into account the size of the total budget of commercial costs.The TV in this case acted as the primary means of advertising, because the previously allocated segments namely television is the most effective, and we considered that this advertising tool has one of the greatest potential coverage.Table 2.7. The main characteristics of the mediacriterionTVradiomagazinesNewspapersoutdoor advertisingadvertising on transportInternetThe possibility of exposure to a specific target audienceaveragegoodhighgoodlowlowhighPotential coveragehighaveragelowhighhighhighaverageThe rate of accumulation of target audiencequicklyquicklyslowlyquicklyslowlyslowlyslowlyThe unit cost of placinghighlowhighaveragelowlowaverageNote. Source: [28, 20]At the next stage the allocation of budget by object of expenditure, as well as a draft calendar plan of production and distribution of promotional materials (see Appendix G).During the year advertising specialist in General adheres to this schedule, making adjustments if necessary. So car commercials in support of canned beer had to be shifted due to the backlog in production.When preparing an advertising campaign is developed, the strategy of the campaign. So when preparing advertising campaigns for the canned beer on the market, together with the advertising Agency strategy was developed, containing: 1) brief description of the product;2) General definition of the target audience;3) the campaign period;4) the region of influence of an advertising campaign;5) common mediastrategy;6) justification of the choice of advertising media;7) mediastrategy for each of the selected advertising media.The order specified the advertising campaign were identified:– informing of the maximum number of representatives of the target audience about a new product on the market;maintaining the popularity of the product.As the target audience for planning were selected young people aged between 18 and 35, predominantly male, leading an active lifestyle, mostly urban residents (70% of residents). In relation to the selected segment as the main advertising media were taken the ads on television and ads in the subway. The rationale for this choice is given in table 2.8. As supportive advertising media were defined press (news feed, the widest possible coverage of the release of new products in the media and on the Internet) and POS materials (posters, Wobbler), reminiscent of just before making a purchase.Media planning and placement of advertising materials for OJSC "Sozh" carry out third-party organization, on the basis of data provided by the marketing Department of OJSC "Sozh" . The marketing Department provides data about the target audience, objectives and budget of the planned campaign.Media planning for TV at OJSC "Sozh" is carried out in two stages.Step 1. On the basis of predictive performance ratings, Audience, Audience Share of Cost and representatives of specialized companies (advertising and media Agency), is about a monthly media plan for advertising on TV. The main purpose of this plan is to choose the method of distribution of an advertising campaign in time (uniform, concentrated, moving, pulsing), the definition of TV-channels (carriers) and time of advertising (Prime time, morning time on weekends, etc.).The composition of this media plan allows you to get a better position on the ad units within the highest-rated time, and tailcoat due to the volume of bookings TV time.In that case, if you are planning a large-scale campaign, lasting several months, the media plan for the entire period of the campaign. Step 2. During the entire scheduled time of the placement of weekly advertising specialists advertising and media agencies together with an advertising specialist of the company held approximate adjustment of media plan for next week with specific programme indicators and Rating, Audience, Share of Audience and Cost for each transfer, which will accommodate the advertising of the enterprise. On the basis of this adjustment a final media plan for the week, which is approved by the representatives of advertising and media agencies, advertising specialist of marketing Department of OJSC "Sozh" , the head of marketing and CEO. The media plan is accepted to the leadership and specialists of advertising and media agencies to place ads for the enterprise on television.This weekly adjustment due to the frequent change of schedules, shifts and changes in the broadcasting schedule, that is not always possible to follow the plan for the month. In addition to this weekly adjustment allows you to control the advertising enterprises only in the transmission of potentially designed to target the audience and satisfy with the company performance Rating, Audience, Share of Audience and Cost.Media planning for other advertising media (advertising in the subway, outdoor advertising, advertising in the press) is developed by the specialists of marketing Department of OJSC "Sozh" together with the organization, place ads on these media and, as a rule, subordinated to the logic of the advertising campaign on television. This is because the TV is selected as the primary advertising media, and everyone else recognized as an additional, supportive. However, the company should be aware that in recent times television has become less effective as more and more advertisers and advertising agencies pay attention to television advertising, and the air is increasingly filled with high quality made commercials. In this regard, the company should pay more attention to alternative advertising media.At this point in the implementation of the functions communication policy of OJSC "Sozh" constantly interacts with multiple outside organizations. As a rule, most of the advertising materials prepared and posted by the specialists of these organizations. Regular, fairly long-term relationship with these organizations enable us to facilitate decision making on advertising and maximize the effectiveness of your advertising materials. If necessary OJSC "Sozh" attracts other third parties to perform certain functions of a communication policy. As a rule this concerns the placement of advertising and PR materials in the press and on the Internet, the development of some types of beer paraphernalia and souvenir materials. The choice of the new organization is made on the terms of tender (competition) selection. The tenders organized by the marketing Department, are closed. The organization of the tender consists of several stages. Step 1. The analysis of the market for the required services. Select three to five bidders.Step 2. Preparation of the brief. Transfer brief in the selected organization.The brief contains the main conditions of the tender: the task that needs to be addressed (for example: improved graphics, increased site traffic; the market launch of products in new packaging), the solution (redesign and web site promotion; development of the concept of advertising campaign and promotional materials), the deadline for submitting proposals.Step 3. Communication with representatives of organizations-participants of the tender. A collection of questions about the job that was brief. If necessary preparation of additional tender conditions (explanatory note to the brief/assignment).Step 4. Analysis of proposals received during the tender. The selection of the most interesting. The evaluation is conducted according to the following criteria:– creativity of the proposal; the services offered comply with the stated objectives;– the volume and run time of the claimed work;the final cost of the project;– payment terms;– the availability of additional services and discounts.Step 5. Preparation and conducting of tender Commission. Preparation of tender documentation (minutes of the tender Commission).Step 6. The results of the tender. The formalization of contractual relations with the organization selected by tender.Control over the implementation of promotional activities at the OJSC "Sozh" is carried out quarterly in the form of control by senior management over the implementation of the plan of promotional activities for the past period of the year. Quarterly specialist in advertising and sales promotion is a report on the implementation of the plan of promotional activities for the past quarter, which contains:– the goals of communication policy, the tasks for the specified time period.