Marketing has long been an integral part of world trade. Specialists do their best to meet market needs in order to extract as much profit from trading as possible. Marketing can be different, it all depends on its purpose. Supportive marketing plays an important role.
What is this?
Marketing is the process of creating, promoting and presenting a product or service in such a way as to satisfy the needs of the target audience and establish a relationship with the buyer for the general benefit.
Many believe that the concept itself is quite new to the world, but the first lectures on this subject were held back in 1902. Since then, marketing has been studied and developed, so there are already several dozen types of it.
Types of marketing
Promotional marketing is one type of this industry, which can be classified according to the state of demand in the market. The most popular in this area is conversion marketing, which is used in conditions of negative demand. In this case, specialists try to rework the serviceor a product in such a way that buyers stop refusing it, but on the contrary, they are interested. Often in this case, they use cost reduction, effective promotion or product redesign.
Thanks to specialists in this field, remarketing is also known, which renews the interest of buyers in the product. Synchromarketing deals with a seasonal product. Counter-marketing works to reduce audience interest in a product and is often about alcoholic beverages and tobacco products.
Definition
Supportive marketing is considered by many to be the most balanced. Due to this, it is often used in conditions of stable demand and without much influence from new competitors. In this case, the organization will be satisfied with the volume of trade turnover, the profitability indicator and the amount of net profit.
What for?
If the situation is already perfect, what is the supportive type of marketing for? The market situation is never stable. As soon as the seller relaxes, his product has already lost demand or has been criticized. To prevent any force majeure from happening, it is extremely important to support its popularity.
We need to maintain demand for the product. If its stability is not in doubt, then its popularity can be expected to grow. Accordingly, it is necessary to take care of a possible increase in production in advance. Also, thanks to this type, it will be possible to maintain stability in the face of changes and the influence of competitors.
This option is relevant if the level of demand corresponds to the level of supply. Only in this case it is possible to work on a reasonable pricing policy and profitable advertising activities.
Goals and objectives
So, this type of marketing requires special methods that would help maintain the formed level of demand. The main advantage of this position is the balance between profitability and sales. But if you manage this trading process incorrectly, you may encounter problems:
- in a competitive environment;
- production volumes in relation to demand;
- organization efficiency.
By the way, such problems arise both with an increase and a decrease in demand. Therefore, it is extremely important to keep a balance. The objectives of support marketing are:
- working with competitors' marketing strategies;
- work with the target audience, the study of customer behavior;
- readiness for the emergence of new competitors in the field.
If a product or service has really become stable, then it is simply necessary to maintain its balance. You should not expect that a new competitor will come or the user will change their tastes, it is important to anticipate all the surprises that may happen to the organization.
What should I do?
Demand is crucial in promotional marketing. To preserve it, it is extremely important to use different tools. But in order to work with different methods, you need to understand your own very well.company. To begin with, you will have to conduct accurate analytics of the market segment.
After receiving and analyzing the data, it will be possible to work with tactics and strategy. Remember that for this type of marketing, the main goal is to maintain the level of consumer demand, so the use of tools can be adjusted based on this.
So what to do for supportive marketing:
- constantly be interested in the pricing policy of competitors;
- monitor market trends and marketing activities;
- monitor and check the cost effectiveness for the company's marketing;
- work on the formation of a bright and recognizable brand in the market;
- study the target audience, its behavioral factors, respond to changing preferences, etc.;
- establish feedback with sellers, dealer network, to analyze the received data and quickly respond to changes.
Examples
There are a lot of examples of supportive marketing now. There are many companies on the market that have consolidated their positions. The most classic example is the fate of General Motors. Back in the 1920s, the company was able to boldly fight Ford. She managed to maintain popularity due to the fact that the specialists launched the production of unusual bright cars, while Ford continued to work on standard black models.
Here it is worth mentioning the fate of Coca-Cola. Marketers had to do a lot of work to ensure thatcreate a bright and memorable image in the company. The peculiarity of the strategy is that the drink was never aggressively imposed on the consumer. At the same time, it is popular both in summer and in winter.
In advertising, the company uses standard cases that are clear to every buyer. In summer, he can quench his thirst with a delicious fizzy drink. In winter, Coca-Cola will give him the feeling of the approaching New Year and Christmas holidays. By the way, in winter, the company holds promotions more often, thanks to which everyone can get a themed toy.
Another striking example of supportive marketing is home sales. Regardless of the company, this segment is constantly maintained by balancing the level of supply and demand. Of course, the economic crisis can shake this situation, but in stable periods everything looks very good for this area.
To maintain this situation, marketers usually use advertising on all existing sites: newspapers, radio, TV, the Internet, etc. They are also engaged in outdoor advertising on objects under construction and ready-made objects.
