Recently there is very dynamic development of the business sector of economy in the conditions of rather unstable market situation that leads to growth of the competition and oversaturation of the market with almost identical goods. Therefore in marketing the innovative technologies allowing the companies to raise considerably profit and to broaden the sector of the market occupied by their products are widely applied now.
What includes innovative marketing?
Often, innovative marketing includes a complex of the actions directed to the analysis of the market, development of marketing strategy of increase in sales of these goods and its implementation. For successful advance of a product the application of methods of strategic innovative marketing which purpose is development of technology of penetration of new goods on the market is vital.
Stages of innovative marketing
Refer accurate division of the developed strategy of an entry of goods into the market into certain stages and their passing in the strict sequence to features of innovative marketing. Let's consider them in more detail:
- Usually strategic innovative marketing assumes studying a macroeconomic situation in the country in the beginning: rates of inflation, solvency of the population, its structure and growth rates, political situation, changes in the tax law, output of products, similar to goods, etc.
- As a rule, use of technologies of tactical innovative marketing begins with the careful analysis of market appeal of a product. During this period demand of consumers for any given goods is studied for what surveys of buyers in outlets, questioning, etc. are conducted. After processing of this information with use of instruments of innovative marketing it becomes clear what type of products, what quality and at what price will be most demanded in a specific market segment.
- The research of competitiveness of a product in the market and definition of its position among similar goods also belongs to innovative methods of marketing.
- After that it is carried out, the so-called, portfolio analysis consisting in studying all activities of the enterprise and identification of the most profitable of them. It becomes in order that applying innovative marketing strategies, to advance products, the most competitive and attractive to the consumer. Then the chosen strategy is implemented in practice for the purpose of receiving the maximum profit and expansion of the market share occupied by goods. During this period features of innovative marketing are accurate definition of a type of traded goods, establishment on it the best price allowing to get good profit, but rather attractive to buyers, the choice of the place of its realization and the strategy of advance (advertizing campaign, improvement of the production technology, etc.).
Types of strategic innovative marketing
It is possible to refer the following strategy of promotion of goods to types of innovative marketing in the market:
- the strategy of the high prices which is applied in the absence of fierce competition and emergence of absolutely new goods, information on which is absent. Allows to get quickly considerable profit at the expense of consumers with high solvency. Then the company can reduce the price and attract buyers from other segment of the market;
- penetration on the market when on a product the low prices because of a large number of competitive goods are established;
- strategy of prestige. In this case application of innovative marketing is in belief of the consumer that the high price corresponds to high quality of goods which acquisition is prestigious;
- in case of the strategy which is based on opinion of consumers it is possible to refer thorough study of demand for a certain type of products and establishment of the most affordable price to features of innovative marketing /