COMPLEX OF MARKETING FOR A NEW PRODUCT USING THE EXAMPLE OF ORGANIC FERTILIZER

Shushakova Anna A. () and Novikova Ksenia V. ()
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Shushakova Anna A.: Perm State National Research University Russia
Novikova Ksenia V.: Perm State National Research University Russia

Annals of marketing-mba, 2017, vol. 2

Abstract: The article considers modern marketing strategies, formed on the basis of the marketing mix concept. The analysis of the market of organic fertilizers in the Perm Krai was carried out. The main trends are identified. The recommendations on the formation of commodity policy have been developed. The installation for the purpose of the price is given. The channels of commodity circulation and availability of goods for consumers are identified. A system for motivating dealers and intermediaries has been developed. The article deals with personal and non-linear channels of communication policy. On the basis of marketing research of consumers, channels for disseminating information about a new product were selected and analyzed, and recommendations were made. In conclusion, the financial result was assessed when implementing the developed set of measures.

Keywords: marketing complex; commodity policy; pricing policy; marketing policy; communication policy; new product marketing; marketing research; questionnaire; focus group; pricing; competitor analysis; dealer motivation; personal communication channels; non-personal communication channels. (search for similar items in EconPapers)
JEL-codes: D2 (search for similar items in EconPapers)
Date: 2017
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