Changes in the world create conditions for the emergence of innovations. The goal of innovative marketing is to catch these changes in time. It includes marketing and services, innovations in management strategy, the formation of its new system. What will be the main tasks assigned to this area of business depends on the stage of the innovation process.
However, it is a mistake to believe that the function of innovation marketing is only to promote a completely new product to the market. Based on the research of Peter Doyle, a professor at the University of Warwick in the UK, only 2 out of 10 innovations discussed by the media are such. The remaining eight are a fresh look at the use of already known products, entering the product into the latest segments or new methods. entrepreneurial activity and changes in the service sector. In this article, we will look at the main features of this area of business.
Types of Marketing Innovations
- New old goods. This innovation includes new methods of using products known to the consumer.
- New markets. Search new group buyers.
- New business strategies. This type of innovation involves finding new ways to supply old products. In the modern world, they have become the main ground for creating marketing.
Subjects and objects of the innovation process
| name of category | Subjects | Their tasks and functions |
| main subject | Innovation company | In the early stages - growth, in the later stages - stable development and expansion |
| Subjects generating ideas |
| Based on them, innovations are created |
| Subjects managing the process |
| Manage innovative projects |
| Subjects of financing |
| Depends on the stage of commercialization (the process of turning innovation into a marketable product) |
| Subjects of innovation infrastructure |
| Help to create and promote innovative projects |
| Consulting firms | Research the market and competitors' offers, solve legal issues, create development tactics |
|
| Subjects of state and public control |
| Stabilize the innovation process, defend the interests of workers in the innovation sphere |
| Subjects of consumption of innovative goods |
| Products are made directly for them. |
The objects of the innovation marketing process include:
- State and public documents that control innovation activity, namely, laws, instructions, regulations.
- Confirmations intellectual property: certificates of authorship, patents, etc.
- Licenses for innovative goods, certificates.
- Innovative projects.
- Shares of innovative companies and shares.
- Objects of innovative manufacturing.
- Arrangements and transactions between the subjects of the innovation process.
Marketing tasks at different stages of the innovation process
The foundations of innovation marketing are built around tasks. What they will be depends on the stage of the innovation process:
Types of innovation marketing. Strategic Marketing
This type of marketing is aimed at analyzing the economic situation that is developing in the market in order to develop market segmentation, demand development and consumer behavior modeling.
The work of the corporation is aimed at capturing the market, increasing and deepening its segmentation, and forming its customer (that is, it is necessary not only to take into account the desires of the modern consumer, but also to predict what will be relevant in the future).
The main feature of the marketing of innovations of a strategic type is the close contact of marketers and sociologists of the company with customers. They conduct surveys by phone and all kinds of questionnaires.
It is not enough to simply diversify the range of products, it is also necessary to develop a strategy for the aging of their own products for the subsequent introduction of innovations that will replace or improve them.
Operational Marketing
Operational marketing is a type (method) of innovation marketing that develops specific forms of implementation of the previously chosen strategy. It is aimed at a significant increase in sales, expansion of the sales market and preservation of the company's image. In addition, the tasks of operational marketing include:
- creation of a detailed written plan for the promotion of goods, which will be used by employees of the company working in the field of marketing;
- calculation of future expenses, including the cost of operational marketing within the total budget of the company;
- regulating the marketing work of the firm: monitoring the progress of the implementation of annual plans, profitability control and strategic control.
Innovation Marketing Management
The whole process of innovation marketing management can be divided into four basic blocks. First of all, forecasting and analysis of the possibilities of market innovations are carried out. This process includes specifying the goals of the analysis, conducting research in the field of marketing, studying information system and novelties of scientific and technological progress. The following are the steps:
- The first block can be called analytical. The recommendations developed in it dictate the decision-making in all other blocks.
- In the second block, there is a choice target market. It is important to take into account market segmentation, analyze the attractiveness of segments and determine the place of your product among competitors in the perception of the buyer.
- The development of a marketing mix (conditionally the third block) includes an analysis of the stages of the innovation process, the design of an innovative product, the choice of a market strategy and pricing policy, establishing communication links.
- Fourth block - The final stage innovative marketing organizations practical implementation marketing activities. At this stage, the development marketing plan, creating an annual marketing budget and evaluating plan implementation.
Innovative marketing in the financial sector
In the field of finance, innovation is the economic embodiment of a new banking product or a significant change in an existing one. Banking innovation can also be called the introduction of a new marketing, technological, administrative way of doing business. The formation of innovative credit and banking services, rivalry in the field of investments and loans shows the development of commodity-money relations in society. Financial innovation marketing consists of a strategic and an operational component. This direction is always given special attention. Bank marketing of innovations extends to the entire process of establishing the value of financial innovation for the consumer. It all starts with the search for ideas and ends with their implementation in certain groups of the financial market. The marketing functions of financial innovations are performed through the study of new social and economic processes, the formation of new non-standard ways of thinking, which are being introduced into all areas of the financial and information space. Practical tasks banking innovative marketing are to attract new ideas, establish and expand communications, organize the relationship of participants in the innovation process.
The specifics of an innovative product and the innovation market
Obviously, an innovative product is a kind of innovation, but it is worth paying attention to its other characteristics, namely:
- Such a product is unique, but this also creates the risk of low sales, which is difficult to predict before the product enters the market.
- An innovative product has its own author, it is industrial or intellectual property. Therefore, sales will directly depend on the knowledge and talent of the creator.
- Such products may not be immediately correctly understood and accepted by the consumer, at first he may completely reject it. But it is possible that later the demand for the product will increase, as innovations are able to form new customer needs.
The characteristic features inherent in the innovation market include the following:
- There is a certain psychological barrier between the perception of the buyer and the innovative product.
- innovations (for example, firms) must perform tasks that are unusual for them due to the imperfection of the innovation market system.
- Most buyers are professionals, so courtesy and competence in dealing with them is especially important.
- For innovative trading floors it is not typical to have a permanent place and distribution channels.
- The innovation market is global.
- The work of the market is carried out by information, administrative and financial infrastructures.
- The innovation market is characterized by a large assortment of goods and high competition.
Peculiarities of innovation market segmentation
The innovation market, like any other, is divided into segments. The main principles of segmenting the innovation market include:
- functional;
- food industry;
- geographical;
- disciplinary;
- problem.
The functional principle implies the distribution of consumers according to their functions. This principle is broader than the product-industry one, since the company is interested in several innovative projects aimed at one function. For example, instead of developing a specific project for additional equipment cars, you can take several innovative projects related to the transportation of passengers.
The product-industry principle is suitable for diversified firms, as well as for enterprises that produce innovative products. a wide range applications. Two spheres can be outlined: production and non-production, each of them has its own industries and sub-sectors.
According to the geographical principle, the market is divided into regions, each of which has different requirements for innovative products. First of all, such distribution is necessary in the production of scientific and technical products, the region will greatly influence the needs of the buyer in this area, especially when it comes to the final product. Also, with geographical division, it is important to pay attention to both the domestic and international markets.
The disciplinary principle is based on the fact that consumers of innovative products are interested in the same scientific discipline, for example, biology, mathematics, physics. Consumers in this distribution may perform different functions and be located in different regions.
The problematic principle arose due to the fact that global scientific problems (for example, artificial intelligence) appear at the intersection of scientific disciplines. They are cross-sectoral and cross-functional in nature.
Consumer perception of an innovative product
- Primary awareness. The buyer has heard about the innovation, but his knowledge of it is superficial.
- Product recognition. The consumer recognizes the product, he is interested in it. Searchable additional information about the novelty.
- Identification of innovation. The buyer compares the goods with his needs.
- Assessing opportunities to try products. The consumer decides to test the novelty.
- Approbation of innovation by the buyer, obtaining additional information about it.
- The consumer acquires or invests in creating an innovation.
Innovation (English "innovation" - innovation, innovation, innovation) is understood as the use of innovations in the form of new technologies, types of products and services, new forms of organization of production and labor, service and management. The concepts of "innovation", "innovation", "innovation" are often identified, although there are differences between them.
Innovation means new order, new method, invention, new phenomenon. The phrase "innovation" literally means the process of using innovation. From the moment it is accepted for distribution, an innovation acquires a new quality and becomes an innovation (innovation). The period of time between the appearance of an innovation and its implementation into an innovation (innovation) is called the innovation lag.
The official Russian terms in the field of innovation are the terms used in the "Concept of Innovation Policy Russian Federation for 1998-2000”, approved by the Decree of the Government of the Russian Federation of July 24, 1998 No. 832. Specifically, this document defines innovation as follows:
"Innovation (innovation) - final result innovative activity, realized in the form of a new or improved product sold on the market, a new or improved technological process used in practical activities».
An idea can be innovative or, more precisely, potentially innovative, when there is a strong belief that, having passed through the stages of the scientific, technical and innovative cycles, it will materialize into innovation, i.e. product. At the same time, it is possible that in some cases the idea itself may already be an innovation.
The concept of "innovation" as an economic category was introduced into scientific circulation by the Austrian economist I. Schumpeter. He first considered the issues of new combinations production factors and identified five changes in development, i.e. innovation issues:
Use of new equipment, technological processes or new market support for production;
introduction of products with new properties;
use of new raw materials;
Changes in the organization of production and its logistics;
the emergence of new markets.
Innovative marketing is a marketing concept that requires an organization to continuously improve marketing products and methods.
The logic of business development requires increasing the profitability of production and expanding the range. Both of these goals, or one of them, can be achieved by developing new products. Of course, this is not the only tool for achieving these goals, but it is very important. As a result of the successful introduction of a new product to the market, the company usually either expands its product line or establishes a new product category. The most common, of course, is the first option: it is simpler, less risky. But in the case of launching a completely new product on the market, you can get much more profit and take a strategically advantageous position as a leader in a new product category.
Innovative marketing can be different and include:
1. Introduction of a completely new product or improvement of the quality of an existing product.
2. The introduction of a new production method, also new way processing goods on a commercial basis.
3. The conquest of a new source of supply of raw materials or goods, regardless of whether this source already exists or should be created, the capture of new markets.
4. Increasing the competitiveness of their new or improved products, improving the image and increasing credibility in the market.
5. Reducing the resource intensity of the product and increasing the amount of cash flow.
6. And, of course, how to create competitive advantages for an innovative product.
Innovative activity is carried out by the subjects of innovative activity as the main one or as one of the types of activity and includes:
Research, applied and experimental work necessary to create innovations;
Works related to the creation of prototypes and serial samples new products and technologies;
Works related to the preparation of production and industrial testing;
Work related to the certification and standardization of innovative products;
Work related to the conduct of marketing research and the organization of markets for innovative products;
All types of intermediary activities and other types of work, interconnected in a single process with the aim of creating and disseminating innovations.
Subjects of innovative marketing are:
Individuals and legal entities that create and implement innovations;
Organization of the infrastructure for innovation;
State bodies involved in the regulation of innovation activities;
Public associations representing and protecting the interests of producers and consumers of innovations.
Objects innovative marketing are:
The results of the intellectual creative activity;
Innovative projects and programs;
Technologies, equipment and processes, products.
Innovative marketing can have subject not only the promotion of new products or additional quantities of the old product that can be produced using more productive technologies, but also the promotion of the new technologies themselves, meaning primarily the sale of licenses for inventions and know-how embedded in New Product or in the technological process, as well as in the equipment for its manufacture.
The concept of innovation marketing is at the heart of market research as well as search competitive strategy. Innovative marketing in the complex includes strategy development, market analysis, as well as operational marketing. It consists of seven stages: consumer analysis, analysis of possible threats and risks in innovation, consideration of strengths and weaknesses in competitiveness, choice of strategy, control of the marketing plan.
The main principles of innovative marketing include: focus on achieving the final practical result of innovation; focus on capturing a certain part of the innovation market in accordance with the long-term goal that is set for innovative project; integration of research, production and marketing activities into the enterprise management system; long-term orientation, which requires marketing research, obtaining on their basis ideas for innovations that provide highly effective economic activity; application of interdependent and mutually agreed strategies and practices of active adaptation to requirements potential consumers innovations with a simultaneous targeted outpouring on their interests.
The concept of innovation marketing is the basis for the work of the entire marketing service, market research and the search for a competitive strategy for the enterprise. The primary task of marketing departments at the initial stage of the search for innovation is market research: the level of demand and competition, the behavior of the buyer and the dynamics of his preferences, the availability of competing products and the possibilities of securing new items on the market. Marketing strategy, market analysis and operational marketing consist of six fundamental steps:
1) general economic analysis of the market;
2) analysis of the economic situation;
3) special market research;
4) development of an innovation penetration strategy;
5) operational marketing activities;
6) estimates of costs and income from marketing.
It follows from the marketing concept that innovative marketing in the modern sense is a unity of strategies, business philosophy, management functions and procedures, and methodological framework.
Innovative marketing for countries with economies in transition is essentially an innovation.
In industrialized countries, the marketing concept of the development of the company has taken pride of place for decades. At the same time, it should be noted that the formation of innovative marketing as a scientific discipline took place only in recent decades.
Innovative marketing is marketing that includes the mission of the organization, the philosophy of thinking, the area of scientific research, the style of management and behavior. It is organic, not imposed, innovation, a special type of relationship and complete risk taking.
Innovative marketing has a social orientation, followers. Its most important types are the strategic and operational components.
Unlike conventional marketing, which may consist in repeating already existing ideas, an innovative idea can be defined as a real possibility of producing an original product, product, service or their improved versions (modifications), as well as new brands.
Marketing is the management of the production and marketing activities of an organization, which is based on a constant comprehensive analysis of the market.
And innovative marketing is the constant improvement of their products and goods. The main feature of innovative marketing, in contrast to traditional marketing is that innovative marketing does not work with a real product, but with an idea, an innovation. The challenge is to determine whether the given idea or innovation will bring sufficient profit to offset the cost of supporting the innovation. Also, the features of innovative marketing include the following: firstly, it is the need to take into account the intersectoral nature of the result of scientific and technical development.
Commercial Marketing. Marketing activities is aimed at maximizing the commercial results of the organization. The word "commercial" emphasizes the commercial goals of such marketing. The commercial result may be income from the sale of products, the amount of profit. Business objectives are a reflection of the intentions, or market conditions, of an organization. For example, for a private enterprise, both the conditions and the goals of the activity cannot but be commercial - the founders of the enterprise must receive income.
Thus, commercial marketing is aimed at making a profit, while innovative marketing is aimed at improving products and goods. Innovative marketing works with a new idea, a new product, a product of the future. And marketing directly works with already available goods for which there is a demand.
Business objectives are a reflection of the intentions, or market conditions, of an organization. For example, for a private enterprise, both the conditions and the goals of the activity cannot but be commercial - the founders of the enterprise must receive income.
1. Essence of innovative marketing
Innovation (English "innovation" - innovation, innovation, innovation) is understood as the use of innovations in the form of new technologies, types of products and services, new forms of organization of production and labor, service and management. The concepts of "innovation", "innovation", "innovation" are often identified, although there are differences between them.
Innovation is understood as a new order, a new method, an invention, a new phenomenon. The phrase "innovation" literally means the process of using innovation. From the moment it is accepted for distribution, an innovation acquires a new quality and becomes an innovation (innovation). The period of time between the appearance of an innovation and its implementation into an innovation (innovation) is called the innovation lag.
The official Russian terms in the field of innovation activity are the terms used in the "Concept of the Innovation Policy of the Russian Federation for 1998-2000", approved by the Decree of the Government of the Russian Federation of July 24, 1998 No. 832. Specifically, this document defines innovation as follows:
"Innovation (innovation) is the end result of innovative activity, realized in the form of a new or improved product sold on the market, a new or improved technological process used in practice."
An idea can be innovative or, more precisely, potentially innovative, whenthere is a strong belief that, having passed through the stages of the scientific, technical and innovative cycles, it will materialize into innovation, i.e. product. At the same time, it is possible that in some cases the idea itself may already be an innovation.
The concept of "innovation" as an economic category was introduced into scientific circulation by the Austrian economist I. Schumpeter. He first considered the issues of new combinations of production factors and identified five changes in development, i.e. innovation issues:
· use of new equipment, technological processes or new market support for production;
· introduction of products with new properties;
· use of new raw materials;
· changes in the organization of production and its logistics;
· emergence of new markets.
Innovative marketing is a marketing concept that requires an organization to continuously improve marketing products and methods.
The logic of business development requires increasing the profitability of production and expanding the range. Both of these goals, or one of them, can be achieved by developing new products. Of course, this is not the only tool for achieving these goals, but it is very important. As a result of a successful launch of a new product, a company usually either expands its product line or establishes a new product category. The most common, of course, is the first option: it is simpler, less risky. But in the case of launching a completely new product on the market, you can get much more profit and take a strategically advantageous position as a leader in a new product category.
Innovative marketing can be different and include:
1.The introduction of a completely new product or the improvement of the quality of an existing product.
2.The introduction of a new method of production, also a new way of processing goods on a commercial basis.
.The conquest of a new source of supply of raw materials or goods, regardless of whether this source already exists or should be created, the capture of new markets.
.Increasing the competitiveness of their new or improved products, improving the image and increasing credibility in the market.
.Reducing the resource intensity of the product and increasing the amount of cash flow.
.And, of course, how to create competitive advantages for an innovative product.
Innovative activity is carried out by the subjects of innovative activity as the main one or as one of the types of activity and includes:
research, applied and experimental work necessary to create innovations;
work related to the creation of experimental and serial samples of new products and technologies;
work related to the preparation of production and industrial testing;
work related to the certification and standardization of innovative products;
work related to the conduct of marketing research and the organization of markets for innovative products;
all types of intermediary activities and other types of work interconnected into a single process in order to create and disseminate innovations.
Subjects of innovative marketing are:
individuals and legal entities that create and implement innovations;
organizing the infrastructure for innovation activities;
government bodies involved in the regulation of innovation activities;
public associations representing and protecting the interests of producers and consumers of innovations.
Objectsinnovative marketing are:
results of intellectual creative activity;
innovative projects and programs;
technologies, equipment and processes, products.
Innovative marketing can have subjectnot only the promotion of new products or additional quantities of the old product, which can be produced using more productive technologies, but also the promotion of the new technologies themselves, meaning primarily the sale of licenses for inventions and know-how embedded in the new product or process, as well as equipment for its manufacture.
The concept of innovation marketing is at the heart of market research as well as the search for a competitive strategy. Innovative marketing in the complex includes strategy development, market analysis, as well as operational marketing. It consists of seven stages: consumer analysis, analysis of possible threats and risks in innovation, consideration of strengths and weaknesses in competitiveness, strategy selection, marketing plan control.
The main principles of innovative marketing include: focus on achieving the final practical result of innovation; focus on capturing a certain part of the innovation market in accordance with the long-term goal set for the innovation project; integration of research, production and marketing activities into the enterprise management system; long-term orientation, which requires marketing research, obtaining on their basis ideas regarding innovations that provide highly efficient economic activity; the use of interdependent and mutually agreed strategies and practices of active adaptation to the requirements of potential consumers of innovation with a simultaneous targeted outpouring on their interests.
The concept of innovation marketing is the basis for the work of the entire marketing service, market research and the search for a competitive strategy for the enterprise. The primary task of marketing departments at the initial stage of the search for innovation is market research: the level of demand and competition, the behavior of the buyer and the dynamics of his preferences, the availability of competing products and the possibilities of securing new items on the market. Marketing strategy, market analysis and operational marketing consist of six fundamental steps:
) general economic analysis of the market;
) analysis of the economic situation;
) special market research;
) developing an innovation penetration strategy;
) operational marketing activities;
) estimates of costs and revenues from marketing.
It follows from the marketing concept that innovative marketing in the modern sense is a unity of strategies, business philosophy, management functions and procedures, and methodological framework.
Innovative marketing for countries with economies in transition is essentially an innovation.
In industrialized countries, the marketing concept of the development of the company has taken pride of place for decades. At the same time, it should be noted that the formation of innovative marketing as a scientific discipline took place only in recent decades.
Innovative marketing is marketing that includes the mission of the organization, the philosophy of thinking, the area of scientific research, the style of management and behavior. It is organic, not imposed, innovation, a special type of relationship and complete risk taking.
Innovative marketing has a social orientation, followers. Its most important types are the strategic and operational components.
Unlike conventional marketing, which may consist in repeating already existing ideas, an innovative idea can be defined as a real possibility of producing an original product, product, service or their improved versions (modifications), as well as new brands.
Marketing is the management of the production and marketing activities of an organization, which is based on a constant comprehensive analysis of the market.
And innovative marketing is the constant improvement of their products and goods. The main feature of innovative marketing, unlike traditional marketing, is that innovative marketing does not work with a real product, but with an idea, an innovation. The challenge is to determine whether the given idea or innovation will bring sufficient profit to offset the cost of supporting the innovation. Also, the features of innovative marketing include the following: firstly, it is the need to take into account the intersectoral nature of the result of scientific and technical development.
Commercial Marketing. Marketing activities are aimed at maximizing the commercial results of the organization. The word "commercial" emphasizes the commercial goals of such marketing. The commercial result may be income from the sale of products, the amount of profit. Business objectives are a reflection of the intentions, or market conditions, of an organization. For example, for a private enterprise, both the conditions and the goals of the activity cannot but be commercial - the founders of the enterprise must receive income.
Thus, commercial marketing is aimed at making a profit, while innovative marketing is aimed at improving products and goods. Innovative marketing works with a new idea, a new product, a product of the future. And marketing directly works with already available goods for which there is a demand.
Business objectives are a reflection of the intentions, or market conditions, of an organization. For example, for a private enterprise, both the conditions and the goals of the activity cannot but be commercial - the founders of the enterprise must receive income.
2. Types of innovative marketing
Strategic Marketing
The basis of strategic marketing research is the analysis of the market situation with the subsequent development of market segments, the organization and formation of demand, and the modeling of buyer behavior.
Entrepreneurial firm should be aimed initially at conquering the market, expanding and deepening segmentation, creating its consumer. In addition to analyzing markets and factors external environment modern marketing not only studies today's consumers, but also forms potential ones.
Strategic marketing is focused on close contact between employees of the marketing and sociological services of the enterprise and the consumer (questionnaires, telephone surveys, representative samples, etc.).
Since few small and medium-sized firms can afford to have a marketing department, more use should be made of expert advice, visiting exhibitions, studying catalogs, direct contact with the buyer. The most successful method of risk reduction may be a complex type of marketing ("marketing mix"), based on a constant feedback between producer and consumer. The entrepreneur must see the consumer in all the diversity of his environment, behavior, desires, unconscious potential needs.
It is necessary not only to produce a diverse range of products, but at the same time to concentrate efforts on creating tactics for premature local aging of their own products in order to quickly promote modifications that replace and replace innovations. It is with such marketing that market leadership is ensured.
General economic analysis allows you to explore macroeconomic factors related to the demand for innovation, including population, its growth rate, per capita income and consumption, consumer price index; "consumer basket", inflation rates, etc. In addition, this includes the study of legal and institutional conditions, as well as the practice of legislation related to the import and export of such products, quotas, restrictions on standards, obligations, taxes, subsidies, etc. At the same time, it is necessary to analyze the current level of national production of such products, the presence or possibility of imports, the existing level of exports, data on the production of import-substituting products and complementary innovations.
The analysis of the economic situation is associated primarily with general market trends and with the study of conjuncture-forming factors (COF).
Economic conjuncture is a form of manifestation in the market of factors and conditions of reproduction in their relationship with the external and internal environment. Based on this, COFs are the driving force that determines the dynamics of changes in the conjuncture, its direction and pace of development. These factors include both macro-impacts and a specific sphere of influence. Thus, important macro factors include cyclical economic processes, elements of state policy in the field of privatization, taxes, budget, social security, systems of depreciation, science, engineering and technology.
They are classified: by belonging to different parties of the market process (demand, supply, prices), by origin (economic, social, political, scientific and technical, etc.), as well as by controllability, predictability and direction of impact.
Market-forming factors can be long-term (up to 10 years), medium-term (3-5 years) and short-term, as well as cyclical, non-cyclical, seasonal. Of particular note is the conjuncture commodity market. Thus, macroeconomic factors have the greatest influence on production in engineering and construction, seasonal factors - on the market for food, raw materials, tourism services, and social security and income policies - on consumer goods markets and housing construction. The innovation policy of the state and the development of fundamental sciences determine the most important factors of the conjuncture in the field of innovation.
According to the provisions of innovative marketing, the process of perception of a new product is a process consisting of the following stages: primary awareness, recognition of the product, identification of a new product, assessment of the possibilities of using the innovation, approbation of the innovation by the consumer, decision-making based on the results of the test on the acquisition or investment in the creation of innovation.
Primary awareness. The consumer learns about the innovation, does not have sufficient information.
Product recognition. The consumer already has some information, shows interest in the novelty; it is possible to search for additional information about the novelty (advertising, brochures, reference books).
New product identification. The consumer compares the novelty with his needs.
Evaluation of the possibilities of using the innovation. The consumer decides to test the innovation.
Approbation of innovation by the consumer in order to obtain information about the innovation and the possibility of purchase.
Deciding on the results of the test to acquire or invest in the creation of innovation.
Operational innovative marketing
innovative type economic development - this is the logic of the development of an innovative company, which leads to the transfer of the center of gravity from operational tactical planning and management to the strategic level, to the level of formation of a new type of management - innovative marketing. With a high activity of the external environment with its social and political conflicts and upheavals, information and technological transformations, behavior economic system and its structure-forming elements begins to acquire an increasingly probabilistic and unpredictable character. Under these conditions, the survival of enterprises is directly dependent on the abilities of managers and their ability to navigate in unexpected situations, to anticipate risk. It retains various fragments of traditional principles but applies them to situational analysis. This allows you to optimize the company's activities in a continuous search for innovations, sources of capital and new markets. In such circumstances, the situation as a whole is determined by the interaction of the conditions of the internal and external environment.
Operational Marketing- this is marketing, in which specific forms of implementing the concepts of strategic innovative marketing are developed, and which is closely related to the stages life cycle innovations in the market. It is especially important to determine the start point of the innovation life cycle.
At the first stage of the life cycle of the presence of innovations in the market, special measures are needed to accentuate and diffuse innovation. So, it is necessary to form adequate sales channels, including the creation of new channels, modify and adapt existing old ones. Here, the effectiveness of marketing depends on a number of factors: the activity of informational advertising, the optimal moment for an innovation to enter the market, the choice of an innovation behavior option in the context of existing products, the forecast of the behavior of possible competitors, and also on how the market structure corresponds to a new product. Marketing under these conditions should ensure not only the positioning of the innovation in the market, but also technological market adaptation, overcome the functional competition between the novelty and generations of other products.
During the growth stage, marketing approaches change. Innovative marketing loses its creative character and acquires a stimulating value. The nature of advertising is changing, it becomes aggressive, emphasizing the advantages of this company and this product. Used modified new product sales channel network. The competitive advantages of the manufacturer continue to play a leading role here.
At the stage of product maturity, it is no longer possible to avoid direct competition with other market participants, and, as a result, a change in competitive strategy is possible. Here, the role of the cost leadership strategy increases, and the price of innovation falls. It is at this stage that the innovative enterprise is already preparing a new modification or a fundamentally new product for entering the market.
Innovative marketing at this stage has two goals: to promptly maintain the volume of sales of a mature product and create a strategy for promoting the new product that is coming to replace it.
This strategy is characterized by a focus on demand. The main point is to determine what needs the company needs to satisfy.
Innovation marketing management is not only to expand sales, but also to provide supply and after-sales services. Often success in the market depends on the performance of the product and the organization of its after-sales service. Uneven technological development, the unstructured market and inflation in Russia lead to the fact that price competition is expressed in varying degrees of price increases for similar products. This creates ample opportunity for market pathology to flourish.
To manage the sales of a new product and conquer the market, it is advisable to apply math modeling, planning for uncertainty, situational analysis. The most widely used are the methods of expert assessments, a priori ranking, the Delphi method. At the same time, a significant role is played by score and specific gravity various factors.
3. Innovative Marketing in Russia
Innovation is the main path that ensures the constant growth and prosperity of the company. Peter Drucker in The Practice of Management notes: "The goal of any enterprise is to create a customer, any enterprise has two (and only these two) main functions: marketing and innovation."
Marketing is a unique function of business. An enterprise can only exist in an economic environment in which change is natural and desirable. The second function is innovation. Innovation can be the discovery and implementation of new uses for familiar products, marketing or management methods, innovation in the training of managers, the provision of better and cheaper goods and services.
Innovation concerns all forms of entrepreneurial activity. This is equally important for industrial enterprises, and for a bank, an insurance company or a travel company and other organizations. X
From the beginning of the transition to a market economy, its modernization based on innovative technologies was planned for later. The raw material orientation of the economy has aggravated its dependence on the world commodity market. So, in the world market of high technologies, the share of Russia today does not exceed 0.5%. At the same time, the entire volume of Russian high-tech exports is 2% of the corresponding exports of the United States, 3% of the export volumes of Japan and Germany, 7% of the exports of France, Great Britain and the Republic of Korea, 10% of the exports of China, 20% of the exports of Thailand. If one ton of crude oil brings up to 20-25 dollars of profit, and a kilogram aviation technology- up to 1 thousand dollars, then a kilogram of high-tech product in high-tech industries (electronics, communications, etc.) allows you to extract up to 5 thousand dollars of profit.
Despite the losses of the perestroika period, 12% still work in Russia world scientists. According to this indicator, we take the fourth place after the USA, Japan and China. However, this most important development resource is very little used in solving the problems of the country's socio-economic development. At present, in the field of technology, Russia lags behind developed countries by about 45-50 years. For twenty years of reforms, only 10% of significant innovations in production have been made.
In conditions when the destruction of the scientific potential created by many generations continues in the country, it is difficult to talk about the innovative development of Russia. Factory science, which in developed countries performs the lion's share of research and development, has almost disappeared in Russia; today it accounts for only 6.5% of R&D. Annual funding for the entire Russian Academy of Sciences today is less than $2 billion, which is less than the budget of one mediocre American university.
On the world market high-tech products it is mainly transnational corporations (TNCs) that compete, securing competitive advantages for themselves mainly through the effective use of scientific and technical potential, the purchase of patents and know-how.
The assets of the 50 largest TNCs reach $ 8.8 trillion. The world champions of competitiveness today are the pillars of computer science. The sales of Microsoft alone exceed the total sales of the three automotive giants - General Motors, Ford and Chrysler.
In the article by S. Kuzina “2025: the war of nanomachines will break out” (Komsomolskaya Pravda, March 15, 2010), with reference to authoritative US scientists, it is said that nanotechnological weapons are many times more destructive than nuclear weapons. From this point of view, the lag in this area can have catastrophic consequences for Russia. One gets the impression that, at times, development is carried out not in a spiral, but in circles. In my memory, innovation (in the middle and in the second half of the 20th century, the term “ scientific and technical progress”), a lot of party-state decisions were devoted, a number of targeted programs of scientific and technological progress were developed. Decisions were made to increase labor productivity, develop resource-saving technologies, and improve the quality of products. During Gorbachev's time, there was a lot of talk about the rejection of the raw material orientation of the USSR economy, the transition to the use of high technologies. Many years have passed since then, in fact, a new era has begun in our country, the economic formation has changed, and “things are still there.” The leadership of Russia faces the extremely difficult, vital task of changing the trajectory of the country's development as the only possible option to take its rightful place in the world community. In other words, provide innovative development Russia.
The main directions for the development of innovations in Russia are: creation of demand for innovations; solution of investment, organizational, legal, personnel issues; implementation of other conditions conducive to effective innovation. Among such conditions, in our opinion, is the expansion of the use of innovative marketing.
Markets and consumers of innovative products also have their own characteristics. In this regard, we can talk about the following features of the market and consumers of basic innovations:
1.The organization deals with consumers who are completely unfamiliar with the new product due to its fundamental novelty. The market for this product still needs to be created.
2.Initially, this is a rather narrow market, focused primarily on innovative consumers. For products for industrial and technical purposes, it may turn out to be narrow in the future.
.Initially, this market has a low price elasticity of demand. Pricing has a limited impact on initial sales.
.In this market, there may initially be no direct competitors (due to the monopoly on intellectual property).
.An important role is played by personal sales, promotional activities to promote an innovative product, and the ability to negotiate. Because if the consumer is not explained the meaning of the innovation, then he simply will not buy this product.
.Distribution channels are not as diverse and do not have many levels, as in the case of the sale of products that are in mass demand.
.The strong dependence of the marketing of innovative products on the innovative potential of the intended consumers. Many basic innovations do not find their market due to unavailability and general technological backwardness of consumers.
When considering the tools and strategies of innovative marketing in detail, it is advisable to classify innovations into two types: supporting (sustaining) and breakthrough (disruptive).
Supporting innovationsinvolves the production and sale of improved products by the company to its traditional customers. These innovations are based on both incremental engineering improvements and leaps in performance improvement trajectories. Companies that adhere to this innovation strategy are not always the first in the market, but almost always are adjacent to the market leaders.
Breakthrough innovationsbased on the following two common strategies. The first strategy is based on the creation of a new market, which serves as a basis for undermining the position of competitors. The second - involves the destruction of the prevailing type of business by creating a growing business in the existing market. The stated strategies fit well into the well-known matrix "products - markets".
In Russia, innovative marketing faces a number of problems:
no real support innovative enterprises;
large companies not prone to ideas of innovation;
there is no competition in the technological environment, which leads to a lack of demand for the sale of innovation products.
Also, there are a number of problems in relation to human resources:
lack of specialists focused on innovative ideas;
the lack of people who are ready not only to invent, but also to promote such a product;
low project development due to lack of knowledge among technology businessmen;
when launching the production of an innovative product, the desire to produce it on new equipment, with the possibility of production on the old one (which entails additional costs, and considerable ones);
lack of a favorable environment for the development and implementation of innovative product projects.
According to experts, assistance from the state is needed. Support for innovative enterprises will begin to attract more and more people to such a business. From here, competition will appear, and large companies will be forced to produce innovative products in order not to lose their leading positions. If we talk about human resources, with the support of innovative business from the state, entrepreneurs will have experience in creating a new product, with the right strategy and analysis, such people will very quickly become high-quality specialists in this field. In addition, it is necessary to take into account the peculiarities of using individual marketing tools depending on the type of innovative product: industrial, consumer and service products.
In conclusion, I would like to emphasize that among the main directions for the development of innovations in Russia: creating demand for innovations, solving investment, organizational, legal, and personnel issues, the expansion of the use of innovative marketing plays a certain role. Thanks to him, both sides win - the producer and the consumer. There is a wide variety of content of innovative marketing in relation to different groups of products, markets for innovations, subjects of innovative activity, conditions and opportunities for its application. Therefore, new approaches to the implementation of innovative marketing in Russia are needed. In my opinion, such a concept will give a new impetus to the development of the economy.
Conclusion
Innovative activity is a very important indicator on the way to success, especially in our time when competition reigns around. And the manager is obliged to develop innovative activity.
To achieve positive results, an organization must continuously improve products, innovate in the market, including the formation of a competitive innovation strategy based on the formation of distribution channels and positioning of a new product.
Innovation in enterprises is carried out in different ways, great attention now given to formal research and development for breakthrough innovation. But innovations can be developed less formal ways through modifications to the practice of exchange and combination of professional experience and in many other ways. Users, customers who buy goods or use services, are an important factor in the search and implementation of innovations. Strategic innovative marketing is determined by product positioning, market segmentation. The key point in the search for innovation in marketing strategies is the study and forecasting of demand for an introduced new product or service, this is possible due to a thorough study of the consumer's perception of a potential innovation.
During the introduction of innovations, strategic research of the project is necessary, during which it is necessary to determine what products, what level of quality and what consumers it will offer. That is why strategic innovative marketing should be carried out in close contact with employees of the marketing and social services of the enterprise directly with the consumer (this may include questionnaires, telephone surveys, representative samples, etc.). A company cannot develop by cutting costs, innovation is a key element in ensuring strong profit growth and improving bottom line results. In general, business organizations spend significant amounts of their turnover on innovation, such as making changes to their established products, processes, and services. The amount of investment can vary from the lowest percentage of the organization's turnover to more than twenty percent of the turnover. The average cost of innovation for all types of organizations is four percent.
In the modern framework of the constant development of the economy, innovative marketing carries a certain concept, which is based on the constant improvement of marketing methods and products. Innovation is, first of all, continuous development, and development in marketing consists in increasing the profitability of production itself, as well as expanding the range. The current conditions indicate that in order to have advantages over competing parties in any field, constant dynamic growth and development, innovation in activities and products is necessary. It is difficult to choose the right concept, but it is even more difficult to get people to accept it later. Innovation in marketing is a special tool, a means that provides an opportunity for the implementation and implementation of new ideas. Working with innovation requires not only courage, but also strategic thinking, data analytics.
innovative market competitive positioning
Bibliography
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2.Anisimov Yu. Innovative marketing.-M.:Knorus, 2009. - 208 p.
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Innovation marketing is a relatively recent concept. It arose in connection with the rapid development of high technologies.
Improved products should be easily introduced to the market. In order for the mechanisms to be debugged as much as possible, specialists have done work to bring together and combine two objects: marketing and innovation.
Today, innovation marketing is defined as a type of economic and production activity of a company aimed at controlling innovation, optimizing production and marketing based on ongoing research, and most importantly, actively influencing the market through the introduction of new products.
Features of innovation marketing today have a rather weak specificity. Nevertheless, it is already possible to identify some methods of regulation in this area.
The specificity of marketing innovations, as well as other types of services and goods, is determined by the characteristics of the site and the products presented on it.
The and methods are defined according to these parameters.
Market Features
The public institution, where the exchange between sellers and buyers of innovative products is carried out, has the following features:
- This market is characterized by the fact that the proposals significantly outnumber the demand for innovation. In fact, this is a seller's market, which must convince the buyer of the expediency of purchasing his particular product.
- This market is characterized by high psychological barriers to the perception of innovative products by consumers.
- capacity of this public institution depends on the state of the economy at the "macro" and "micro" levels and its activity regarding innovation.
- The innovation market is inherently global in nature.
- Unlike conventional sites, the innovative one does not have a specific place and distribution channels.
- Innovative products are purchased exclusively by professionals (excluding consumer goods), and in dialogue with them, competence and common terminology are important.
- This market is distinguished by a variety of goods, the purchase / sale of which has specifics, for example, the use of end results by both the seller and the buyer.
- The functioning of this market is carried out by the financial, informational and organizational infrastructure.
- The subjects of this market (technoparks, research institutes, enterprises and others) are forced to perform functions that are unusual for them, due to the underdevelopment of the innovation market and the complexity of communications.
Innovative products are specific goods on this site, which are subject to exchange. Along with novelty, it has other properties:
Types and methods of activity
Features of innovation marketing have many aspects, including those depending on the strategies inherent in the market. For example, in Russia, the innovation market is characterized by “pushing a new product”, therefore, methods should be applied to search for areas for using new products. This is a creative process with a weak structure.
The following actions can be applied here:
- "brainstorm";
- fronting;
- benchmarking (analog method);
- wide search by industry for product input;
- analysis of business systems in specialized industries, etc.
In order to increase the chances of commercial success of a new type of product (even before it is introduced to the market), intensive testing and research must be carried out at the development stage. Presumably, these could be the following directions:
- to test the concept of a new type of product, concept testing is carried out;
- after a laboratory alpha test, beta testing is carried out, or otherwise, a field test of the novelty;
- trial marketing (market testing) is carried out to test the plan for introducing a new type of product to the market and the reaction of consumers to it.
Unfortunately, domestic developers and companies do not use this tool, but an elementary study of consumer opinion about a new type of product is necessary, since it reduces commercial risks. Features of innovation marketing in this case are that it is necessary to use a variety of, often non-standard methods. For example, involving consumers in the creation of a new type of product, early acquaintance with a novelty, observation, and the like.
Fronting as a working tool
Market fronting or fronting is marketing activities leading to the capture of a market in which another business entity operates, or entry into a foreign market. The event is associated with a comprehensive solution to the problem. Fronting the market by the seller of innovation begins with the basic task: at what cost to sell the novelty. As a rule, the mistake here is the same for everyone - it is to sell on any terms, as long as the product is bought.
This position has only one advantage: the seller declares himself and that there is some kind of innovation, but undermines future prestige. For example, potential buyer may think that the innovation is not of high quality.
Such low-quality fronting will result in an attempt to acquire other products at low prices . The event then goes through the following steps:
- Market analysis
Fronting will be successful if there is complete information about the market. It is also necessary to develop a possible strategy. - Direct fronting
It begins with an expert study of this market, with the development of a plan to capture the market. - Timing and method of innovation release
These options are situation specific.
The structure of innovative marketing is in the process of creation. Marketing and innovation mutually influence each other. Marketing selects tools and methods, respectively, the type of activity itself is subject to deformations. And there are innovations in marketing.
Innovation Marketing- an integral element of innovation management, which allows to increase the return on the commercialization of innovations.
The main goal of innovation marketing is to study the conditions of competition and the ability of the firm to implement successful innovations in these conditions.
The process of developing and launching a product on the market includes stages from the generation of ideas to the start of the commercial sale of the product. At this time, the firm creates potential options, gets the idea of consumers about them, evaluates them, eliminates the least attractive ones, develops prototypes of products, tests them and introduces them to the market. Savings in the early stages can cause large costs and even losses in subsequent ones. Therefore, a prudent policy is to carefully test the concept of the product at an early stage.
Marketing tasks vary depending on the stage of the innovation process.
At the initial stage(search for innovative ideas) a "portfolio of innovative ideas" is being formed. Marketing research are carried out to analyze the supply on the market and identify a free market niche (unsatisfied market demand). At this stage, the results of the conducted research become a source of innovative ideas.
At the development stage promising ideas are selected and innovations (prototypes) are created on their basis. The purpose of market research is to analyze development trends to identify the most progressive direction; identification of alternatives to the existing direction. Upon receipt of a trial sample, market tests (“market probing”) are carried out to test the innovation and identify possible shortcomings.
Rice. Innovation as a result of interaction between R&D, marketing, production and management
At the implementation stage The main task of marketing is to disseminate information about the innovation. Work is underway to form consumer preferences, determine the pricing policy and the optimal sales scheme. Pricing depends on many factors, including marketing strategy, which the firm adheres to, and is determined by either the offer price or the ask price.
growth stage characterized by the expansion of market share and range of consumers. There is an acceleration of market development due to reactive innovations introduced by competitors. The firm loses its monopoly position, and extensive advertising is used to maximize the benefits of the initial promotion of the innovation.
At maturity stage there is a stabilization of sales volume, which depends on consumer preferences for the brand. There is a routinization of innovation, i.e., the transformation of innovation into an old product. The task of marketing is to develop and implement actions to retain the company's market share.
The stage of maturity inevitably ends with the stage of decline.
On the decline to reduce the cost of maintaining the required sales volumes, it is necessary to timely withdraw an outdated non-competitive product from the market in order to replace it with a more advanced innovation. At this stage it is necessary to search for and prepare new ideas for innovative projects.
To understand the marketing procedure, it should also be borne in mind that an innovation can enter an enterprise in the following main forms: “ideal” (not materially embodied) scientific and technical products; scientific and technical products embodied in specific materials, forms and media; new technologies; new materials; new equipment.
From the standpoint of marketing, innovation markets can be classified according to the following criteria:
By focusing on external or internal consumers: external or internal markets for innovations;
Degrees of novelty for the developer and seller: markets for obsolete technologies and markets for new technologies;
Degrees of science intensity: markets for technologies of the highest science intensity; high science intensity; average knowledge intensity; low science intensity.
Degrees of completion: markets for immaterial and markets for embodied innovations.
Based on the features of the innovation process, we can consider the following features of innovation marketing :
1. Between the development and application of scientific and technical products, there is sometimes a fairly significant period of time, the end result from its use can be fully manifested in one or another future period. The competitiveness of the future final product, among other things, also depends on the correct choice of the direction of research during the period of R&D for its development. Therefore, in the innovation marketing system, a significant place should be occupied by technological forecasting, which aims to identify such areas of R&D, the results of which will be competitive in the future.
But the bulk of the discoveries and inventions that will form the basis of a 5-10-year perspective have already been made. This means that currently one should choose from their total weight those that will be at the forefront of technological progress in the future. This task is the most difficult, since the bank of existing inventions is huge. These inventions are at various stages of suitability for practical implementation, their economic efficiency is different, and their innovative potential is not the same.
The selection of the most promising inventions can be carried out on the basis of patent statistics and expert assessments. It should be noted that the list of patented inventions is only a list of potentially feasible technical projects, which does not contain information about the feasibility of production and commercial use of the new device. In addition, not all inventions are patentable and not all of them are patentable.
Despite the shortcomings noted, the selection of inventions, as well as non-patented developments, is necessary for the above reason: today's inventions are tomorrow's innovations.
2. Since the product of scientific and technical activity is the initial link of the final product, the marketing of the first cannot be effective without studying the market of the second. In other words, it is necessary, with the required degree of thoroughness, to investigate the directions of changing needs not only in the intellectual product itself, but also in the final product. Marketing of a scientific and technical product should include the collection and analysis of information about the operating environment of its consumers.
3. The use value of an intellectual product lies in its ability to save living and materialized labor in the sphere of material production. Therefore, marketing efforts should be directed to the study of this ability. The price of a smart product will depend more on the size of these savings than on the cost of developing it (among other factors).
4. An intellectual product is subject to more rapid obsolescence than a material product. It has commercial value as long as the developer can secure monopoly rights to the product as a business entity. This determines the need for efforts to protect and preserve intellectual property rights, as well as to ensure its patent purity. These efforts are made in the process of marketing scientific and technical products.
5. Once created, an intellectual product, depending on its nature and direction, can be repeatedly sold in different markets to different consumers. Finding ways to replicate an intellectual product is one of the tasks of its marketing. Innovation marketing involves finding out the impact on the market of two main factors: technological progress and the needs of end users.
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