5 p marketing. Encyclopedia of Marketing. "3P": Distribution of a non-commercial product

need marketing?

Hello everyone! In my last article, I talked about what marketing is not. This article will be its opposite: I will tell you what marketing is for, what it is in general, and I will dwell on the principle of 5P in marketing!

Marketing is profit!

Let's skip the history of marketing and the stages of its development and turn to reference books for a definition: “Marketing is the study and organization of activities in the market of goods and services aimed at ensuring sales, promotion of goods from producer to consumer”.

Too boring and incomprehensible how to put it into practice, let's rephrase:

Marketing is the science (or art) of offering the right product in the right place at the right price in the right way for profit.

From the last lines it is clear why an entrepreneur needs to understand marketing - “in order to make a profit”

What is the 5P principle in marketing?

Let's analyze the whole definition for individual phrases and get a marketing mix. In this case, we will use not its classic variation 4P, but a more advanced one - 5P and consider a further modification of this cocktail.

So, 5P (Product, People, Price, Place, Promotion):

Product

We determine the product or service that we will offer to the consumer. What will it be? What format will the product be? Will it be liquid, viscous, solid or gaseous? What design will the product have and what functionality will it carry?

"What nonsense?!" - you say. “And it’s so clear that I’m in construction or bread production and I don’t need knowledge in marketing.”

But this is not enough! Suppose an engineer has created an innovative product - an unmanned vehicle. This is a real shock to the technological world.

But our innovation can gather dust on the mezzanine if it does not find the right application. It is necessary to research the market in order to understand under what sauce to serve our services or product.

People

So you've come up with a great product. But we remember that the main goal is the acquisition of profit.

Who will we be selling this product to?

At a minimum, we need to segment our target audience according to socio-demographic characteristics. And even better - in terms of behavioral characteristics. What is the logic behind the behavior of lovers of expensive cars? Where do they rest? What do they eat? What books do you read in your spare time? What do they even breathe?

Pricing

A truly underestimated aspect by Russian marketers.

We are ready to make a cool product, find a cool audience ... And at the same time we take the price from the ceiling. We can dump, or we can overestimate and immediately call ourselves a comfort class.

But pricing is a whole science that includes price factors, the political environment, and much more.

In short, you need to remember that the price should ensure the profitability of the company, be interesting to the buyer and at the same time allow you to maintain the presence of the product and its sales at an irreducible level.

Place

When we have a product, its price and target audience, there is very little left before making a profit. You need to place a product or service somewhere.

This is the place - the place of sale, accessible to your target audience.

What to choose - retail network or online stores? How to organize an offline store? How to arrange goods? What should be the company's website? How do visitors perceive information on it, is it convenient for them?

Promotion

The cherry on our cake. All other items have been completed. A store with goods and adequate prices is ready, the portrait of the audience is clear, but there is still no profit.

4P, 5P… Or maybe 7P?

We looked at the marketing mix based on the 5Ps. There is also its classic variation - 4P (Place, Product, Price, Promotion).

And then there is the extended 7P model, where Process (processes) and Physical Evidence (Physical proof) are added.

Processes - refers to the process of providing services. Take, for example, McDonald's and their speed of customer service, or lamoda with delivery and fitting at home.

Physical evidence (Physical Evidence) - this includes the reputation of the company, customer reviews, certificates and licenses, that is, everything that speaks of our competence and the quality of the services provided, product, service in the market.

Learn more about methods marketing analyzes I will tell you in the next article!

In conditions of high competition and an unstable economic situation in the country and the world, it is possible to achieve the set goals only through the use of a wide range of interrelated marketing tools, using an integrated marketing approach. Complexity means that marketing actions (carrying out marketing research, implementing pricing policy, developing and providing services, their promotion to the market), taken by themselves, are not able to provide the effect that marketing as a system gives.

There are several models on the basis of which the complex marketing impact of market process participants on consumers of their services is carried out. The most common and frequently used are the following models:

1. The concept of marketing-mix "5Р":

• Product, the company's product policy (product marketing) is a market-oriented marketing policy for the formation of an assortment of goods (products and services), their commodity and consumer properties (quality), as well as packaging, branding, naming, image trademark etc.;
• price, price policy companies (price marketing) - a market-oriented pricing program: development of the level and behavior of prices, mechanisms for price impact on buyers and competitors, price methods of sales promotion;
• Place, place and time of sale, product distribution and distribution (sales marketing) - selection of optimal distribution channels and resellers, organization of storage and transportation of goods (logistics);
• Promotion, product promotion (communications marketing) - a system for informing potential customers, creating a positive opinion about the product and the company through various methods of sales promotion (advertising, service, etc.);
• People, manufacturers and suppliers, sellers and buyers of goods (relationship marketing) - mechanisms of interaction between subjects of market relations (manufacturer - seller, manufacturer - supplier, seller - buyer); development of the personnel policy of the company (selection and training of personnel focused on the client and the goals of the company); generating potential customers. Like direction marketing activities appeared relatively recently as an addition to the existing concept of "4P".

• People - manufacturers, suppliers, sellers and buyers of goods (relationship marketing);
• Process - processes for providing services;
• Physical evidence - physical characteristics.

• Customer value needs and wants - value, needs and requests of the consumer;
• Cost - costs (costs) for the consumer;
• Convenience - availability (convenience) for the consumer;
• Communication - communications with the consumer.

At the same time, the effectiveness of its application by most organizations is so obvious that it would not be very reasonable not to consider it in relation to hospitality enterprises.

Table 1 presents the characteristic features of each element of the integrated marketing concept "5P".

Table 1. The essence of the concept of marketing-mix "5Р"

Some limitations of the presented model in view of its weak adaptability to the non-material sphere of activity led to its expansion from "5R" to "7R". Thus, the 7P marketing concept included two more components that are of great practical importance for the service sector (Table 2).

Table 2. Improved marketing-mix concept (“7P”)

It is this marketing model that is most consistent with the intangible field of activity, reflects the specifics of services well and can serve as the basis for the formation of a comprehensive marketing policy that includes the following main components.

Thus, two additional elements to the existing concept of "5P" (taking into account the component "People" attached to it) justify the need to study the "4C" model as the most client-oriented.

This concept is usually applied in cases where marketing is no longer considered in general, but only those of its tools that are able to form consumer sympathy and interest. Therefore, in his writings, one of the founders of modern marketing, Philip Kotler, interprets this model as follows: “The 4C concept, where the product is comparable to the value for the consumer (Customer value), the price - to the consumer's costs (Customer costs), the place - to the availability of the goods for the consumer (Customer convenience), and promotion - with consumer awareness (Customer communication).

Proposed in the late 80s. of the last century by Columbia University professor R.F. Lauterborn, the concept of "4C" due to its client focus has gained great popularity. Having reoriented the marketing mix from "4P" to "4C", Lauterborn received the following model (Table 3).

As a result of a detailed analysis of the presented model, the reasons for its special popularity among service enterprises become obvious. The service is intangible, which means that the organization involved in its provision has to use all its skill and ability so that a potential consumer turns to it for services, and not to competitors.

Without having had time to fully take shape and adapt in the scientific environment, the 4C model almost immediately received recognition and its further development. In the 1980s and 1990s, when the main markets were saturated and competition intensified, the manufacturer was forced to conduct research on consumer preferences in order to successfully compete for its customers, preventing them from moving to competitors.

Table 3. Essence of the 4C concept

This model actually substantiated the need for the formation of various consumer loyalty programs. It is aimed at its consumers - at their desires and preferences, at joint fruitful cooperation and indispensable feedback from them in order to further improve their products and services, as well as the mechanisms for their promotion.

(The Strategy Process. Henry Mintzberg, James Brian Quinn, Sumatra Ghoshal, 1998, p.13-21)

An original and rather compact interpretation of the concept of "strategy" is given by G. Mintzberg. He defines "strategy" in terms of the so-called combination of five "P": plan, pattern, position, perspective and technique.

1. Strategy as a Plan - a kind of consciously and deliberately developed sequence of actions that is followed in a particular situation. The strategy-plan has two essential characteristics - it is created in advance, before the start of actions, and it is deliberately developed for a specific purpose.

2. Strategy as a technique that a company undertakes to beat its competitors in a particular situation or game.

3.Strategy as a pattern of action - stable characteristics of the behavior of the organization. According to this understanding, the strategy can be both premeditated and built in the course of events, and represents a certain sequence in behavior. In this case, a strategy is a principle of behavior or following a certain model of behavior. Organizations develop plans for the future and derive principles of behavior from their past. Thus, a strategy as a plan can be called a planned (predetermined, pre-planned) strategy, and a strategy as a way of behavior can be called an implemented strategy. From experience, it is obvious that strategies that are developed in advance do not always turn into realizable ones. But there is a third case - the emergence and development of a new strategy, when an unplanned behavior model is implemented. The steps taken, one after the other, eventually line up in a certain sequence or principle - a pattern of actions.

4.Strategy as a Position - is to find the most advantageous position of the company in the market landscape. At the same time, an advantageous position can be deciphered in different terms: having a better profit potential, more protected from competition, more appropriate to the resources and abilities of the company, etc.

5. Strategy as a Perspective - is considered as a vision / perception of the world shared by the members of the organization, which is realized through their intentions and actions.

All considered definitions of strategy are interconnected, none of them can be considered the only true one. In a sense, the definitions are independent, but by and large, each of them is inconceivable without the others. Not all plans become principles of behavior, and not all patterns emerge from a plan. Some clever tricks do not rise to the level of a position, while some strategies are more than just a position, but still less than a perspective. Each definition of strategy adds something important to our understanding, directs us to ask fundamental new questions about the nature of the organization as a whole.

In this way, strategy is not just an idea of ​​how to behave with an adversary or competitors in the market (the opinion prevailing in the popular literature). Questions of strategy force us to address the most fundamental aspects of the nature of the organization as an instrument of collective perception and action.

12. A product is the result of entrepreneurial activity designed to meet real or potential human needs.

A PRODUCT is an object of value used to satisfy individual and collective needs.

Service - - is an intangible product of entrepreneurial activity, a useful action or a benefit that has a consumer value.

SERVICES are any intangible economic activities consumed at the time of their production that directly or indirectly contribute to the satisfaction of human needs.

Another effective tool used to improve a product and form a strategy for its promotion is a three-level product analysis.

This effective concept invites to comprehend, draw conclusions and fix them, paying attention to the following points.

In a three-level product analysis, describe the essence of the product, the actual product, and the additional product.

The essence of the product is that basic benefit that is of interest to the consumer when buying a product offered by your company. This category includes those needs for the satisfaction of which the consumer buys this product. For example, when buying a TV, a consumer wants to satisfy the need for new information and knowledge, recreation, etc.

actual product- these are the main characteristics that are the minimum condition for the existence of a product on the market, taking into account the offers of competitors. The main characteristics of a TV are its size, weight, screen diagonal, contrast ratio, screen refresh rate, image and sound quality, etc.

Additional product- additional benefits that the consumer can receive over and above the actual product. As a rule, it is these benefits that act as arguments when choosing a product of a particular manufacturer. Additional benefits when buying a TV can be: home delivery, the ability to choose the color of the model, the terms of warranty service, various promotions, etc.

A company that wants to be successful in the market must constantly analyze and improve its products and offer additional benefits - improve the “additional product”, because, other things being equal (essence and actual product), it is additional benefits that are an argument in favor of buying one or another product of one type. In the context of the above example, this is very revealing: in which store do you think a consumer will buy a TV - in a store with a flexible system of discounts, the possibility of home delivery and a choice of colors, or in a store where all this will not be?

Of course, it is also worth remembering about adequate pricing - products will be much more in demand if additional benefits are offered to customers as options. For example, when buying a laptop, a consumer can pay a certain amount and get additional service- Drawing on the top cover of the computer your favorite pattern or logo.

When creating product presentations based on a three-level analysis, it is very important to remember that a company offers the “essence of the product” (satisfying the needs and wants of the customer), and not the “actual product” (a set of specifications and product properties)! It is important to focus on the additional benefits that the consumer will receive if they make a purchase, and on how well and perfectly your product meets their needs.

Product life cycle (product life cycle) - a set of processes performed from the moment the needs of society for a certain product are identified to the moment these needs are met and the product is disposed of.

The life cycle includes the period from the emergence of the need to create products to its elimination due to the exhaustion of consumer properties. The main stages of the life cycle: design, production, technical operation, disposal. It is used in relation to products with high consumer properties and to complex science-intensive products of high-tech enterprises.

PLM system(English) product lifecycle management) - application software for product life cycle management.

Shapovalova Larisa

Before proceeding to consider the "marketing mix" in NPOs, one very significant point should be noted. Continuing the discussion about the use of social marketing technology in the Russian Federation, it should be noted that, unfortunately, its use among NGOs is very unpopular. Firstly, this is due to the fact that due to the lack of effective support from the state, which is especially important in Russian society, the non-profit sector often has to spend all its efforts on the struggle for its own existence, constantly looking for sources of project financing, as well as other necessary resources. . This problem sometimes leads to the fact that the organization "goes in cycles" in the search for funding for its activities, forgetting about the main purpose of its operation. Unfortunately, few realize that marketing activities can help them raise funds and attract resources to the organization. Although experts note that for successful interaction with Russian commercial structures, which still treat NPOs with great distrust, personal acquaintance with senior management is more essential than the use of any marketing tools. However, the funds of commercial organizations are not the only source of income for NGOs.

Secondly, there are still many “myths” about the insignificant role of the non-profit sector in society, which largely hinder the development of the sector and the effective resolution of social problems on an equal basis with the state (and most often at a higher quality level that meets the needs of target audiences). In addition, a consequence of the existence in society of "myths" about the non-profit sector is the lack of well-systematized theoretical material regarding the formation, development, and improvement of the activities of NGOs in the Russian Federation. Naturally, the material accumulates, databases are gradually created that meet the most pressing problems (databases of organizations, vacancies, legal documents), but there is still no single concept, a single conceptual apparatus. Of course, those NPO employees who constantly attend seminars and trainings with the participation of foreign specialists, undergo internships abroad, have this information and, one might say, “speak the same language”, but it is not enough to know and understand, it is also necessary to be able to bring, implement acquired knowledge where needed. At this stage, significant problems arise.

Thirdly, the quantity non-profit organizations in Russia there are still quite a few, partly for the reasons indicated above. Large well-known NGOs can be "counted on the fingers." For this reason, in many non-profit organizations there is no understanding of the need to find effective methods of managing an organization and tools for achieving goals. "Pioneers" in the development and application of the same marketing technology are representative offices of foreign NGOs in Russia (for example, the Wild World Foundation (Foundation wildlife), Greenpeace (Greenpeace Russia)) or those that operate at the expense of grants from foreign funds.

In view of the foregoing, the subsequent material on social marketing will be based on the approach chosen by the author, which is based on the arguments of American scientists, namely F. Kotler, A. Andreasen, N. Lee and others.

So, once again we emphasize that the marketing used by NGOs in Russia is social marketing. This technology is the application of the principles and tools of classical marketing with the aim of influencing the target audience so that the latter voluntarily agrees, rejects, changes (modifies) or refuses a certain type of behavior, which would ultimately benefit individuals, groups of people or society as a whole.

Faced with social problems and developing a non-commercial product (hereinafter referred to as NCP), the marketer chooses exactly the method of persuading (influencing) consumers, since one of the main features of NCP is that between the purchase process and the result (the benefit that the consumer receives) there must be a long time, which is not typical for a commercial product (goods/services). It turns out that like the commercial sector that sells goods and provides services, the social marketer sells "behavior change" or "desired behavior." Typically, NGOs want to get the following from the impact on their target audience:

• acceptance, and therefore the implementation of a new mode of action (behavior);
• refusal of potential behavior (for example, from what could harm an individual, group, society as a whole);
• modification of the current behavior;
• breaking old habits.

On the this stage reasoning, it would be appropriate to compare social and classical marketing (Table 1).

Table 1. Comparative table of social and classical marketing

We can say that, from the point of view of the organization, social marketing is a technology of influencing the target audience with the aim of voluntary acceptance (choice) of a non-commercial product. What is a non-commercial product, what are its features?

"1P": Non-Commercial Product

In social marketing, a product represents a desired behavior and the associated benefits of implementing that behavior. The very concept of "behavior" also includes tangible objects that can be felt, proposed in order to support and promote intended changes in the behavior of the target audience. Therefore, a non-commercial product is a whole range of benefits that a seller offers on the market to meet certain needs of the buyer. For clarification, let us turn to the following examples: the provision of educational services (for a certain category of the population) and the program against drunk driving (Table 2).

Table 2. Non-commercial cutaway product

Traditionally, classical marketing theory defines three product levels: generalized product (product by design, basic idea of ​​the product), actual product (real product, specific product) and extended product (product with reinforcement), which is also true for a non-commercial product. These basic concepts help the social marketer in the formation and description of the product strategy.

Diagram 1. Three levels of a non-commercial product

The product by design, the central part of the Product, answers the questions: “What is in the Product that makes the consumer buy it?”, “What problems does this Product solve?”. It must be understood that the core of a Product is neither a desired behavior nor a tangible product or service. On the contrary, these are the benefits that the target audience can receive if its members implement the desired behavior, or the benefits that the audience considers most significant for themselves (for example, regular exercise will make them feel better, look fresher and live longer).

What is the difference between this level of the Product: commercial and non-commercial?

· If we are talking about a commercial product (for example, cosmetics), then its basic idea is the desire or hope of the consumer to look more attractive, younger.

If we turn to the NCP, then we can say that, without delving into the study of the mechanism for implementing the educational process, coming to educational institution, we enjoy the fact that we begin to understand what and how functions in the world around us.

The actual product "surrounds" the product by design and is a specific behavior that the seller suggests (e.g. exercise must be done 5 days a week, 30 minutes a day, 10 minutes at a time). In other words, this is what is required to achieve the result (benefits) inherent in the basic idea of ​​​​the product. Additional components at this level can be any brand names (for example, the slogan "Be healthy. Be Active. 30/10/5"), a campaign of a sponsoring organization, support (for example, by a relevant ministry).

An extended product includes any tangible items and services that the seller offers along with the desired behavior. Most often they are needed in order to stimulate (for example, accompaniment during a walk), remove existing barriers (organize walking programs, provide maps indicating routes), reinforce (a log to determine the level of load). Table 3 provides examples of the above three levels for various non-commercial products.

Table 3. Examples of three Product levels

The NPO product should always be perceived in a complex way - this is one of the essential features of the NCP. The basic idea embedded in it is the goal of a particular project or program, which, in turn, is one of the components for fulfilling the mission of the organization. The actual and expanded product may have various modifications and act as competitive advantage organizations.

In connection with the above, a situation often arises in an NPO when employees believe that it is not necessary to change the product, since these changes may violate the basic idea with which it was created. However, it must be understood that as much as the basic idea of ​​the product cannot change, the benefits that the product can provide can and should be adapted to the needs of existing and potential beneficiaries (consumers).

"2 P": The price of a non-commercial product

The issue of pricing in NPOs is a separate issue, since not all methods used in the commercial sector are suitable for NPOs.

Before we move on to consider the process of setting prices, it is necessary to briefly dwell on the main motives (“drivers”) of consumer behavior in the non-profit sector. This will help us better understand what we have to influence and what obstacles we face in the process of influencing. The scheme, proposed by A. Andreasen in 1995, is based on four key drivers of behavior, called VZMS factors:

1. Benefits;

2. Costs;

4. Self-efficacy.

When purchasing a product, the buyer is always faced with the need to make a choice - or make an exchange - between benefits and costs. In the private sector, the costs are usually expressed in terms of money and time, but in the NPO environment, they can include pain, embarrassment or loss of self-esteem, guilt, and many other non-monetary costs associated with making difficult decisions.

Behavior can be strongly influenced - and influenced - by other consumers present in the environment of the target audience. Interpersonal and societal pressure can be a powerful tool both for and against an NPO program. Many large investors provide material assistance to NGOs only because their colleagues, who offered to join them, do so.

Even if the benefits of a certain behavior outweigh the costs and public opinion favors this behavior, members of the target audience may not act in the way that NPO employees expect. Experience shows that in these cases the factor that Albert Bandura called "self-efficacy" was ignored. The latter implies the task of convincing a person that he is quite capable of changing his behavior. For example, many people are aware of the dangers of smoking and that the benefits of quitting far outweigh the losses and that other members of society whose opinions are important to them would like them to follow the directions. But people still do not do this, because, firstly, their own willpower is not enough for them, and secondly, they believe that nothing will come of it. Then, in order to achieve a positive result, NPO specialists need to focus on consumer self-efficacy.

It should also be noted that individual behavior depends on the degree of involvement of the individual and the complexity of the desired behavior.

Now let's go directly to the process of setting the price of NCP. In general, the price of a non-commercial product is the price that the target market associates with the adoption of a new behavior. Adoption costs can be monetary or non-monetary. Money spendings often refer to material (tangible) items and services associated with the adoption of behavior. Non-monetary costs are most often intangible, but also real to the target audience. These are the following costs:

• associated with the time, effort and energy required to perform a required act or behave in a certain way;
• psychological risks and losses that could be felt or experienced;
• and any physical discomforts that may be associated with the implementation of certain behaviors.

The single purpose of pricing in social marketing is best described by exchange theory, which states that what we offer to the target market (benefit) must be equal to or greater than what we will give in return (cost). There are two stages of price setting. The first step involves identifying the monetary and non-monetary costs associated with adopting the new behaviour; the second step is to develop strategies to reduce costs and increase benefits in order to “tip the balance”, shall we say.

The first step is to draw up a cost estimate. There are so-called "exit costs" associated with abandoning old habits, and "entry costs" required to adapt to new behavior. Let's try to bring full list monetary and non-monetary expenses (Table 4). For example, any social projects implemented by NGOs.

Table 4. Costs associated with the implementation of a social project

Starting from a certain social program that we implement, we can compile a full list of potential monetary and non-monetary costs that the target audience perceives as necessary to adapt to new behavior. The main problem is in estimating non-monetary costs.

Let's turn to the second stage of pricing - the development of cost management strategies. Recall that there are currently two strategies:

• reduction of adaptation costs,
• increasing the benefits of adaptation.

Tools include pricing tactics, as well as other similar elements of the marketing mix: product, promotion, and distribution. Five pricing tactics, in turn, are distinguished: reducing monetary (1) and non-monetary costs (2), reducing costs relative to competitors (3), increasing monetary (4) and non-monetary benefits (5).

(1) This tactic involves the use of the following forms of cost reduction: discount coupons, cash discounts, quantity discounts, seasonal discounts, incentive price (temporary price reduction), segment price (the price depends on the geographical location of sales). The implementation of this goal is achieved by NGOs due to the interest of commercial organizations, which apply this tactic in practice. When faced with a problem, an NGO forms a coalition with various government and commercial organizations, thinking in advance how this union can be beneficial to each of the participants. To do this, NPO specialists need to know well strategic plans each of the organizations with which it intends to establish partnerships.

(2) A non-monetary cost reduction strategy means: reducing time, effort, physical or psychological discomfort. Such a technique as “do it because it is necessary” often does not work, although some scientists believe that “it is necessary” is written among the Russian people. Therefore, it is necessary to look for other ways. For example, in order to reduce the time spent, the authors of social marketing manuals suggest using the method of "introducing" a new type of behavior in current activities and “linking” it with an established habit (for example, taking daily walks in the fresh air and at the same time learning English by listening to audio books, or taking the stairs instead of using the elevator to maintain a healthy lifestyle) .

(3) Cost comparison strategies are just as effective in the NPO sector as they are in the commercial sector, especially when the price differential is large and in favor of the NPO.

(4) Increasing monetary benefits involves the use of the following forms: discounts, cash incentives, price adjustments that reward buyers for adopting appropriate behavior. For example, the "Reduce Energy Use" program involves setting a reduced price for electricity during off-peak hours.

(5) Non-monetary tactics such as "identification" and "appreciation" can be used to increase the perceived benefits of the desired behavior and often include "identification programs" (for example, preparing certificates indicating that a certain person adheres to certain rules ).

"3P": Distribution of a non-commercial product

Very important tool marketing is the place of product acquisition. In social marketing, this is the place where and when the target audience can get the opportunity to exhibit the desired behavior, purchase the required material items and associated services. The main purpose of the creation and development of the NCP distribution system is the development of strategies that make it as convenient and pleasant as possible, the acquisition of NCP ("testing" the desired behavior, the acquisition of the required goods / services).

This marketing tool involves the development of distribution channels for distribution, delivery of the finished product from the place of production to the consumer. Marketing channels are a set of organizations (independent or dependent) that allow a product/service produced/provided by a manufacturer to reach its consumer.

Some social marketing programs offer products by relying on direct physical receipt by consumers. Then NPOs try to make these products the most accessible to target consumer groups by distributing them through various channels (through retailers e.g. supermarkets, public and private clinics, etc.). In this case, the channel corresponds to the one that is created in organizations that offer the market any product / service. The difference is only in the flows that pass through the channel, and the system of motivation of intermediaries.

Other social marketing programs do not deal with specific products, but need to interact with various groups and agencies in order to carry out their program. For example, the idea of ​​running a smoke-free campaign requires coordinating with other sympathetic organizations to select training venues and organize side events to attract as many participants as possible.

It is important to remember that all organizations that promote the promotion of the NCP to the consumer are a kind of links in the distribution channel being created.

Since the specifics of NGOs is that the financing of their projects is provided by raising the necessary funds through donations, grants, social contracting, etc., they have to deal with two interrelated tasks in the field of marketing:

1) activities to attract the necessary funds and resources

2) the use of attracted funds and resources in accordance with the mission of the organization.

The need to care both about raising resources and using them in accordance with the mission of the organization means that NPO leaders have to deal with two groups of “end users” (the last link in any distribution channel): the direct recipients of the NCP and other stakeholders (philanthropists). /donors, volunteers, government, etc.). Maintaining a balance between the interests and expectations of these two groups is often a very difficult task. For example, donors, as well as many organizations that provide intermediary services on an unpaid basis, may require that their funds (any resources) be used to provide services to a specific population group, while the leaders of the organization consider that their client programs should be a different population group. In addition, “third parties” are often interested in the activities of the organization - for example, health insurance companies, politicians, former clients (say, alumni educational institutions or participants of previous programs), which one way or another may or may not support the activities of the organization, as well as the media.

In order to better understand the work of the distribution channel in NCOs, the author considers it necessary to refer to the example of the functioning of a real non-profit organization.

Let's take NPO N and describe the service it provides. NPO N sees its main goal of activity in supporting young talents in various fields of activity. To achieve the goal, it carries out many projects that have certain tasks. For example, project A is aimed at developing the scientific consciousness of the younger generation. The main essence of the project lies in the fact that organization N holds several youth creative competitions, both on the scale of their own country (for example, the Russian Federation), and other countries of the world. Further, the Jury and the Organizing Committee of the competitions choose the Laureates. During the year, the works (not only of the Laureates) are shown at various exhibitions, forums, where children are awarded diplomas and prizes, they are introduced to the organizers of the exhibition, they conduct excursions, and organize training seminars. Charity concerts and auctions are also organized to help talented children who are not able to continue their education according to their abilities. The project involves the media (in the Russian Federation and abroad), which notify the public about the event, publish the names of the Laureates with their works. Depending on the subject of the work and its depth, individual works children may be referred to the Expert Councils of other organizations (for example, eminent scientists, federal agencies and others), who choose their winners and give them special prizes.

Now let's turn to the characteristics of the distribution channel.

This channel would be zero if NPO N were an art school that held a competition for students and did not further promote either the work of the winners or the winners themselves. The Expert Council (from teachers) would select and award the Laureates.

In organization N, everything is much more complicated (diagram 3).

Diagram 3. Existing service distribution channels in company N

NPO N, through the Governors of the regions of the country or Extraordinary and Plenipotentiary Ambassadors of other countries in the Russian Federation (based on the exchange of letters, agreements or other methods), contacts the School Administrations, which encourage children to participate in the Competition. At the same time, if the Governor believes that these actions benefit the Governor directly, he is also ready to provide a small financial support to NPO N for the implementation of the project in full.

It should be noted that international exhibitions, forums and other similar events are much more willing and more likely to express their consent to demonstrate children's work at exhibitions (thematic). These projects, according to the organizers of the exhibitions, are an integral part of them.

Separately, it should be said about the benefactors of the project A (the second group of end users of the service) NPO N.

More often than not, Benefactors (donors, may be sponsors) should not be included in the distribution channel, since by funding the organization, they are above the entire process of distributing the service.

It is important to understand that each participant in the distribution channel has its own interests, and sometimes an individual participant in the channel can turn into an end consumer (as discussed above).

Ideally, the participants in the marketing channel of any organization should strive to align their goals, plans and programs with each other, thus ensuring maximum efficiency. common system distribution. That is, the maximum effect from the work of the distribution channel is achieved if the participants maintain certain partnerships. Partnership relationships are built on close relationship, cooperation, trust and fulfillment of obligations by the participants of the marketing channel. The development of such relationships leads to the creation of an integral marketing channel, in which the boundaries between its participants disappear.

"4P": Promotion of a non-commercial product

The main goal of a social marketer related to promotion is to make sure that the target audience knows about the offer, wants to receive certain benefits and is ready, “stimulated” to take action. For this reason, depending on the stage at which the target audience is, the tasks of developing communications are different.

Table 5. Tasks for the development of communications depending on the stage at which the target audience is on the path of "behavior change"

Everything an organization has—its products, people, equipment, and activities—carries information of one kind or another. Each organization must evaluate its communication style, needs and capabilities in order to develop a communication program that is both effective and cost effective. The communication tasks of an organization are far from being limited to communication with target audience. The organization must communicate effectively with its external partners, which include the press, government agencies and potential investors. It must have an effective mechanism for internal communications with members of the board of directors (management), administrative staff different units, staff members and volunteers, whose help it uses. The organization must know how and what to communicate about itself to various community groups in order to enlist their support and goodwill.

The development of a communication strategy includes two important stages: creating a message (what and how we want to convey) and choosing channels for its distribution, or bringing it to the target audience (where, when and by whom it will be transmitted).

Let's touch on the first stage - the generation of possible messages. Exists different ways creating messages. One approach is to have conversations with the target market and other influencers (for example, through in-depth interviews or focus groups) and find out how they perceive the NCP, listen to their wishes and reflect in the message. Another way is to brainstorm with key people in the organization to generate different ideas. The third technique involves the use of some formal deductive scheme to identify possible communicative messages. There are many such schemes. Within this research work two of them are considered: the scheme of the rational, emotional and moral (REW scheme) and the previously outlined scheme of the VZDS. Let us turn to the REW scheme and characterize each type of messages.

Rational messages designed to convey information and/or interest an audience. With the help of such messages, the marketer tries to convince the consumer that the required behavior will bring him the expected benefits. Examples: messages describing the quality of the offer, savings, benefits; messages about the long-term positive health effects of exercise.

Emotional messages serve to awaken some negative (feelings of fear, guilt, shame) or positive emotions (love, fun, pride, joy), as a result of which the consumer has a need to adhere to the desired behavior. Both humorous and serious versions of the same message can be effective.

Moral Messages affect the perception of the target audience about what is good and right. Often this type of message is used to convince people to contribute to some socially beneficial program, which may include protecting the environment, helping the needy, etc.

Next, we move on to the second stage in the development of a communication strategy - the choice of channels for distributing a message. For a more complete disclosure of the issue and a better perception of information, we will summarize the data on possible communication channels and the degree of their use in Russia by NGOs in a table.

Table 6. Characteristics of communication channels

The most commonly used communication channels in Russia to promote NCPs are advertising and PR, printed matter, and personal selling. If we talk about the main functions of promotion channels, then in NPOs, the fundraising function comes to the fore, aimed at creating a certain idea of ​​the organization among potential donors and providing the donor with the necessary, “motivating” information to make a positive decision on financing the activities of NPOs. Secondly, NGOs use communication channels to create a positive image of the organization in the eyes of the public, in other words, to carry out PR activities. And finally, by offering a certain message (from informing about past and upcoming events to presenting analytical materials and annual reports) and choosing a channel for bringing it to the target audience, the organization strives to make its activities more open and transparent for the external and internal functioning environment.

"5P": NCP Consumers

Finally, we approached the characteristics of the target audience of NCOs - beneficiaries/consumers of NCPs. The role of the target audience, its characteristics often plays the most significant role in the marketing activities of NGOs. Only because of the movement in the logic of classical marketing, the author placed this section in the conclusion.

Usually, the mission and goals of an NPO's activity provide an understanding of who the main target group of this organization is. A deeper acquaintance with the various areas of its activities allows you to identify segments of beneficiaries. In the language of social marketing, the target audience in broad sense- These are people whose behavior can have a negative impact on themselves, others and society as a whole. Therefore, on the one hand, the target group of NGOs are people who have been affected by this or that social problem; on the other hand, these are all members of society who can support the organization and contribute to the solution of a specific social problem (people of this category can become supporters or volunteers of the organization) or, conversely, contribute to the aggravation of a social problem; either to be associates, but inactive, requiring additional motivation, or simply not indifferent, etc. Each segment of the target audience requires careful study, namely: all kinds of motives, reasons, incentives that serve as the basis for a certain behavior of the audience members. At the same time, it should be remembered that the more people an organization wants to reach, the more techniques it will have to learn in order to “get through” to each beneficiary. This is due, firstly, to the fact that each person is individual; secondly, with the fact that social problems that people face have varying degrees of severity (for example, in a family a child cannot adapt to the team at school or a child with a disability was born in the family). Consider the example of one active Russian NPO M.

The main target audience of NPO M is people with special needs and their families. The problem of disability is quite serious in the Russian Federation, since often children with disabilities are diagnosed as "unlearned" and are not given the opportunity to integrate into society. For a better understanding of the role of the target group in social marketing, we will give an example of conducting marketing research in NPO M. When there was a need to conduct a study and receive “feedback” from parents of people with developmental disabilities, the management paid great attention, first of all, to preparing the researcher to collect information: at first, the researcher attended classes with parents and children, tested questionnaire in the presence of teachers, the questions of the questionnaire were discussed with many specialists, based on their comments, adjustments were made, in addition, the researcher was constantly monitored by the management. This whole procedure is necessary in order to understand whether the researcher is able to establish contact with a particular audience. In addition, audience research is necessary to prepare such questions, the answers to which would allow you to get the desired information (not all questions will be suitable for every member of the audience).

The characteristics of a specific target audience also play an important role in the development of a research data collection methodology. It is important to choose those methods of information collection that are most comfortable for the audience when interacting with the researcher. For example, to conduct the described study in NPO M, such a method as a telephone interview could not be used, since, on the one hand, respondents at home have a limited amount of time, on the other hand, without seeing the reaction of the beneficiary, it is impossible to get a reliable answer to Some questions.

Usually, employees of the organization receive a large amount of information regarding the target audience in the course of sociological research. The difference between sociological research and marketing lies in the object of study: the object of sociological research is some kind of social phenomenon, for example, a change in the attitude of parents towards the birth of a disabled child; for marketing research, the target audience is considered as the recipient of a non-commercial product. Information obtained from other types of research is essential for understanding the audience and finding other optimal ways for them to adopt the “desired behavior”.

conclusions

Let's summarize. In a broad sense, marketing activity in a non-profit non-governmental organization, or social marketing, is an activity aimed at meeting the needs of the organization's target audience by offering it a non-commercial product at a certain cost, in a certain place and with a certain communication component. In a broad sense, the essence of the marketing activities of any organization is the same. In a non-profit non-governmental organization, it has specific features. Obviously, marketing allows any organization, and in particular a non-profit non-governmental organization, to understand and correctly formulate the goals and objectives of its activities, as well as to find ways for the most optimal interaction with the internal and external environment of its functioning: the target audience, the local population, government agencies, partners, donors, donors, international organizations, employees of the organization and others.

Kotler F. Andreasen A.R. Strategic marketing of non-profit organizations. - Ed. 6th. — Rostov n/a: Phoenix, 2007. Kotler F., Andreasen A.R. Strategic marketing of non-profit organizations. - Ed. 6th. - Rostov n / a: Phoenix, 2007.

There is an easy-to-remember principle, consisting of 5 rules, on how to quickly and reliably achieve success in any of your affairs that bring results not immediately, but in the near, medium-term or long term.

For example, these could be:

1. Work, career, business.
2. Learning or developing certain skills.
3. Comprehending any art.
4. Formation of good habits.
5. Changing yourself...etc. etc.

Not taking into account any of the components of the “5P principle” immediately affects the time to achieve the goal and can either greatly increase the time frame or even lead to the impossibility of achieving the goal. Therefore, all these recommendations should be implemented in a complex.

And another note. Rapid achievement of success in the context of the 5P Principle does not mean instantaneous or very short-term achievement of the goal. This only means that following the 5P principle, you will spend the minimum possible amount of time. But this could already be a huge breakthrough.

Can be taught English language years, and can be mastered at a fairly high level in 3 months. You can read a maximum of one book a week, or you can learn to speed read and read one a day.

Or you can, say, try to remove belly fat from the age of 30 until old age (without achieving significant success), or you can do it in a few months and forget about this problem altogether, devoting no more than 5 minutes a day. There are many examples. The 5P principle works for all of them.

Let's move on to the description of the "5P" sections. For each rule, for additional illustration, wise phrases of our ancestors are selected.

So, if you decide on something "seriously and for a long time", then you need to do this:

1. Constantly

This means that in order to achieve rapid success in realizing the goal, you need to do certain actions every day. Ideally, not just, let's say, "every working day", but in general every one, including any weekends, vacations, illnesses, etc.

And when you reach a goal, more often than not, you will need to spend time maintaining it or further developing it.

In many cases, rather short-term efforts are needed, but constant ones are a must.

"A sword that is not polished will rust." (Japanese proverb)

“A drop hollows a stone not by force, but often falling.” (Giordano Bruno)

"Great things require tireless constancy." (Voltaire)

2. Gradually

A very important rule, which can be briefly described by the phrase: "From simple to more complex."

Each new skill should lay down on a certain accumulated basis. You can not rush and step over to the next level ahead of time or immediately take on "aerobatics".

"Hurry breeds error." (Chinese proverb)

"Great haste brings great delay." (German proverb)

3. Sequentially or Planned

First of all, you need to determine for yourself ultimate goal. And after that, a sequence of pre-thought-out and calculated actions is needed, leading to the achievement of this ultimate goal.

You should break the global goal into specific intermediate steps and write them down, ideally with deadlines and “deadlines”. Moreover, the previous rule of gradualness must be observed here.

“The flower will not bloom - the fruit will not tie ...” (Chinese proverb)

“The future must be embedded in the present. It's called a plan. Without it, nothing in the world can be good.” (Georg Lichtenberg)

4. Long

As a rule, to achieve even the first significant results, a certain time must pass and you need to be prepared for this. Accepting and following the recommendations of the "5P" greatly reduces the time to achieve the goal, but still the time factor remains. And, most likely, even when you get great results, in the future you will need to spend time on "keeping in shape."

“You shouldn’t pull rice sprouts, they won’t grow faster from this, and it’s easy to cut off.” (Vietnamese proverb)

"A child must be gestated for a certain time before being born." (People's observation 🙂

5. Right

It is important to start following the right methodology from the very beginning in order to put yourself on the “right base”. In other words, it is necessary to “pick up” the theory.

Following the methodology constantly creates and consolidates more and more necessary foundations (base, foundation) for further rapid growth. Any correct technique necessarily includes the previous recommendations: Persistence, Graduality, Consistency, Duration.

Another criterion for a correct methodology is that by applying it, anyone can achieve impressive success within a specified period, and not just a gifted one.

The difficulty here, as a rule, is to find such a technique for yourself.

In most cases, there are several correct methods, of varying degrees of effectiveness and suitable for different types of people. You should rely on those that have proven their effectiveness in numerous examples.

And one more observation. Following the correct methodology usually gives a significant tangible result after 3 months (subject to other principles).

"Practice without theory is dangerous, theory without practice is useless." (Authorship unknown).

“Three paths lead to knowledge: the path of reflection is the noblest path, the path of imitation is the easiest path, and the path of experience is the most bitter path.” (Confucius)