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1
УДК 658
Шевченко А.А. студент 4 курса факультет «Управления и бизнеса» Кемеровский институт (филиал) РЭУ им. Г.В. Плеханова
Россия, г. Кемерово
ВАЖНОСТЬ МЕРЧАНДАЙЗИНГА ДЛЯ ТОРГОВЫХ ПРЕДПРИЯТИЙ
Аннотация: Данная статья посвящена роли мерчандайзинга в эффективном продвижении продукции и, самое главное, в завоевании спроса населения. В статье отмечены факторы, которые оказывают влияние на эффективное продвижение продукции, а именно местоположение предприятия, его площадь, грамотное размещение продаваемой продукции, рекламы в самом помещении, звукового сопровождения и т.д.. В работе рассматриваются основные моменты того, как правильно распределять товары в торговом помещении и каким образом стать мощным конкурентом. Однако акцент сделан именно на грамотном размещении продаваемой продукции.
Ключевые слова: мерчандайзинг, конкурентное преимущество, размещение.
Shevchenko А. А.
4th year Bachelor's Degree student Plekhanov Russian University of Economics Kemerovo Institute (branch) Kemerovo
IMPORTANCE OF MERCHANDISING FOR TRADE COMPANIES
Annotation: This article is devoted to the role of merchandising in the effective promotion of products and, most importantly, in the achievement of the consumer demand. The article points out the factors that influence the effective promotion of products, namely the location of the enterprise, its area, the competent placement of the products sold, advertising in the premises, sound accompaniment, etc. The article discusses the main points of how to properly distribute goods in the trading space and how to become a powerful competitor. However, the emphasis was placed on the proper placement of the products sold.
Keywords: merchandising, competitive position, display.
The most important merchandising concept is merchandising is the way to create the best conditions for customer contact with promoted products through a visual or any other method of attracting attention to the product so that the consumer wants to purchase this product [1].
The relevance of this work is directly related to the fact that in the conditions of market competition merchandising plays a huge role in winning the demand of the population and in effective promotion of products, since only if all conditions
for the successful promotion of goods are met, it is possible to cause the interest of the population in the products being sold and to "force" any commodity to be bought "here and now".
Merchandising in our modern world has become an integral part of the organization of goods sales. Due to this, it is possible to manage with promoting a variety of goods. After all, the most important thing is not to produce goods, but to be able to sell it, that is, to force a consumer without any physical violence not just to purchase this product but to want to buy it. But not all enterprises can effectively promote own products, one firm is better, the other one is worse.
Many factors influence the effective promotion of products: the location of the enterprise, its area, the competent placement of the products sold, the available finances to create a pleasant atmosphere for consumers, the placement of various showcases, advertising in the premises, sound accompaniment, various actions, tastings. However, an important factor is the competition of enterprises with each other, since all favorable conditions for the most effective promotion of products can be created, but due to the fact that the enterprise that sells any product, at the moment, in the modern world, does not have monopoly power and constantly competes with other enterprises, the company even with excellent knowledge of effective merchandising cannot cover the interest of absolutely the entire population, since every consumer has the right to choose the place where he will purchase the products he needs. But in spite of this, merchandising is extremely important in the conditions of market competition, since the more competently all the goods are distributed and the atmosphere for buyers is more pleasant, the more likely that the consumer will give preference to the products of this firm.
Each of us often encountered this situation: you wanted to buy something, and eventually you left the store with a full package. This situation, indeed, happens to the most of the buyers, and this is due to the science of merchandising, which can be called as art to extract money from another pocket without resorting to any violence. Only knowing the basic principles and rules of merchandising, a skilled worker knows where to present stocks for any goods, as well as how many and exactly what goods will be on the store shelves.
However, it is better not to try scoring the entire area of the retail space with products, because in this case it will be difficult for the buyer to find the goods he needs, if he is uncomfortable, he can simply go to another store, that no trade enterprise wants. Here, merchandising helps, because knowing this science it is possible to organize a trading space in such a way that the maximum production is placed, but at the same time there is place for a large number of buyers coming to this store.
Developing a plan for placing products in a trading room, it is often possible to ask how much space should be allocated for each group of goods. And there is the simplest principle that helps to effectively solve this problem: depending on what proportion of sales of products relatively to the total amount, it is possible to determine also the area for this product. For example, if sausages account for 35% of sales for a store, and only 15% are allocated for it, then in this case it is necessary
to change the location of products in the retail space, giving the sausage products more space [2].
An important point in the placement of goods is that the products of one group should be in the same place, for this reason, for example, the loaf takes place next to the baking and confectionery, and the cottage cheese next to milk and yogurt. Placement of commodity groups should be, first of all, logical. It will be very strange, if the buyer, going to the confectionery location, besides bakery products sees there also racks with washing powders. However, there are exceptions for products that participate in any special offers. That's why you can often notice that stands with chocolate and cleaning products are near to each other. Quite often, the goods participating in special offers are located in the cash zone and are marked with special posters and stickers.
Let's note one more feature of merchandising in retail trade, such as the location of the product most requested by consumers at the eye level, that is, the products that are best seen and most conveniently taken can be sold on a larger scale [3]. The same principle can be applied to the promotion of any product that may have just entered the market, or simply the demand for it is small. We must also remember that small buyers, that is, children have growth that significantly differences from adults growth, and that is why children products need to be placed as efficiently as possible for children in order to sell effectively. This approach is considered to be very effective, because it focuses on psychology: if a child took a product and asked to buy it, then the parents in most cases do not refuse him the purchase of this product. A similar situation occurs in the cash area, where chocolate bars and chewing gum are usually located, which attracts both adults and especially children: and while a child is standing with his parents at the cash desk, waiting for his turn, he sees a bar and asks his parents to buy it . That is why you can see that these impulse goods are at the level of the child eyes.
Thus, the main goal of merchandising is to ensure that the goods are located so logically and influentially from the point of consumer psychology view, that he would buy as many goods as possible and at the same time want to come to this store all the subsequent times. And the more efforts are made for the competent placement of products, the greater the likelihood that the store will be able to win customers who, once visiting this store, will decide to come to this outlet all the subsequent times.
Использованные источники:
1. Толмачева, Ирина Алексеевна. Эффективный мерчандайзинг. Взгляд поставщика / Ирина Толмачева. - Санкт-Петербург : БХВ-Петербург, 2012. -159 с.
2. Черноносова, Наталия Валерьевна. Использование мерчандайзинга в розничной торговле: теория и практика / Н. В. Черноносова. - Науч. изд. -Москва : ИВЦ "Маркетинг", 2010. - 31 с.
3. Чкалова О. В. Организация размещения и выкладки товаров как составная часть управления торговым предприятием // Маркетинг в России и за рубежом 2001 № 3.
