Automobile marketing 2000: an epilogue to Lozansky
Automobile marketing 2000: an epilogue to Lozansky
Conferences.
In that time when autoindustrialists of the world prepared to
To the Geneva motor show, experts in automobile marketing in
The turn was collected by suitcases to go on
Scientifically-practical conference to Lausanne.
It is necessary to underline, that for the first time for all time of existence
This forum representatives of Russia have taken part in him. Volga
Automobile factory and our country at conference "Automobile
Marketing-2000 "represented the head of department on marketing
Joint-stock company "AUTOVAZ" And. V.Borisoglebsky, the chief of department of the analysis
Efficiency of trading activity of A.L.Bredihin and the chief
Department of the analysis of the markets And. V.Kuznetsov.
We also have applied to them to tell about conference,
To share the impressions about participation in it, to name subjects
The most interesting reports.
And. V.Borisoglebsky:
- The organizer of conference is association ESOMAR. It
The basic mission - the organisation of an exchange of experience in provedenin
Marketing researches and Business cooperation between
The companies and the organisations of all world. The association is formed in
1948 also switches on more than 400 members in 100 countries of the world. Members
Associations, as a rule, are representatives marketing
Divisions of the industrial enterprises, advertising agencies,
Universities, business schools.
Conference on automobile marketing ESOMAR, which
It is spent each two years, represents a forum for
Discussion and an exchange of new ideas on the diversified questions
The marketing, influencing motor industry.
The purpose of conference ESOMAR - stimulation of use of an estimation
And marketing research for improvement of ways
Decision-making in business and public sphere.
In conference job have taken part more than 150 experts on
To automobile marketing from all ends of the world.
Sessions were spent on following subjects: buyers
Tomorrow, the market and the analysis of the information on competitors of firm,
Establishment of mutual relations on the basis of use of the trading
Stamps, sale of cars by means of an electronic communication facility,
Automobile marketing in the future.
It is necessary to notice, that ESOMAR is an association
Professionals-experts in marketing, membership in which is based on
Personal participation. People get to number of lecturers at conference
Not ordinary, those who has made already the name and at present
Something can tell topical.
For us that we participated for the first time in was very important
Similar conference. Listening to the presented reports, we have understood,
That, first, we move in the necessary direction, secondly, at us
Accents are a little displaced (i.e. We a little differently range
Values).
For example, at conference we were offered to estimate everyone
The report on several parametres. Unanimously, all ours
Delegation we on the most higher scale have estimated the report of the professor from
Australia Ken Clark.
What our surprise, when following the results of conference was
The first place was occupied with report Ljusil Ramekers, which construction
Was for us completely not grasping. In this report its author
Has presented research of the consulting firm apropos
Advancements in the car market "Toyota Yaris". In the beginning it
Argued, what is this the car, what its advantages
By buyers are considered: its price, profitability,
Comfort, running characteristics etc. Its researches
Have shown, that this car sorientirovan on a young family,
Having the small child or going to to get to itself the child.
Though, in our opinion, this conclusion arises in itself, costs
Only to see this car.
Thus, we have understood, that most highly there are appreciated
Practical jobs in which there are problems, are ways of their decision
Also there is a result, on 100 % confirmed with practice.
A.L.Bredihin:
- As to report Ljusil Ramekers "Value of emotions for
Acceptances of strategic decisions "it has been made on a basis
The researches of the Netherlands marketing firm reserved
Branch "п пЎп пЎя п " in Europe. Experts of firm have spent
Researches before the car has gone for sale. When
Researches have spent and have revealed target group of buyers, was
The shock dose of advertising is thrown. As a result correctly
The carried out research, correctly certain target group,
Successful advertising the car since first year of realisation has occupied
One of leading places on sales. For sew the countries similar
Reports are not perceived yet, since. At us other approach. For
The theoretical substantiation, than applied things is now more important than us.
Therefore reports of the professors, called to interest us, remained
Not claimed for the majority of listeners.
Essentials of the reports presented at conference were
Are connected with marketing researches, on which basis
The advertising policy calculated on was created in turn
Certain target audience. With the big interest we have heard
Reports on firm Volkswagen advertising campaigns this firm
Transnational that is why advertising campaigns are spent by it
Almost on all continents of the world. On the rollers shown on
Conferences, it was accurately visible, that for them the main thing - to define
The potential buyer. All was considered - its mentality,
Age, temperament. Therefore also the advertising created for the different
The countries, was absolutely various.
And. V.Kuznetsov:
- The stay program has been calculated on conferences on 3
Day. Within two days lectures were read, reports became in
Conference hall of one of the most luxurious hotels at coast
Lake of Geneva in Lausanne. Last day also there were reports,
Then their discussion was spent, were summed up.
Reports have been broken on subjects. In the first day were discussed
The questions connected with marketing researches in the market, with
Degree of satisfaction of consumers. The second part has been connected with
Advertising researches. Separately there passed sessions of working groups
On similar subjects - retails of cars, wholesale
Sales of cars, researches on uzkonapravlennym to subjects, in
That number on electronic business (i.e. That they name
Sale through the Internet).
I think, it is necessary to stop on a number of reports.
In section "the Market also I compete - shchie data" interesting jobs
Verner Hagshtots, Bryan Nibb and group of authors have presented from
Brazil. In last report the working method is described
Strategic planning of the company a Volkswagen using
Specially developed system of gathering of the information.
In Verner Hagshtotsa's written on the basis of the own the report
Experience, the author offers innovative and focused on
Application the concept which can be used in area
Automobile marketing in any point of globe. In quality
Starting point danoe the offer uses the information
The systems of marketing already existing in many companies, which
According to control indicators occupy a leading position
And in this connection require retrospective data.
Bryan Nibb described preliminary results of job,
Directed on the analysis of application of the method based on the scenario
For information search about the competitor. Job goes since 1997,
Though as examples were the projects started in 1999 are taken
The company "Nibb Komertsano and Partners".
In section "Electronic business" it is necessary to note reports
David Dzhejmisona and group of the Danish experts.
Today it is much spoken about what influence will render the Internet
On process of purchase of the car and on process of distribution,
Used by the majority of manufacturers of cars. In the report
David Dzhejmisona two reports presented by the USA are considered
And the Great Britain. The analysis of reports was spent by the group which is engaged
Automobile researches, the centre Maritsa. In the analysis
Degree of use of the Internet in the course of acceptance is estimated
Decisions at car purchase.
Danes in turn with special delight describe
Electronic commerce and its prospects as a whole and in particular -
In automobile marketing.
The reports presented in section "the Future were interesting
Marketing in motor industry ":" One University - grease
Company language "a Mercedes - Benz","Strategic innovations in
Automobile sector "," Key changes in marketing practice
And their value for motor industry ".
And. V.Borisoglebsky:
- Undoubtedly, conference visiting "Automobile
Marketing-2000 "was for experts of AUTOVAZ useful.
Any of the ideas, any of reports have not appeared for us
Opening, at least, at the slightest pretext at us already was available
The ripened opinion, and, as a rule, the correct.
Yes, we have dispersed in an estimation of reports, but it and is clear: we
We work in a little bit other conditions in the market, than they. We today
We solve problems about which in the West have already forgotten. At the same time
If we speak about a car class, about market segmentation,
For us it is all globally, clearly and unequivocally. It is clear and
The buyer. Any our dealer can describe the buyer.
By the way, that information which we have gathered on
Conferences, we will necessarily pass dealers. It it it will be simple
It is necessary for the further job.
Especially it would be desirable to notice, that our participation in conference
Has taken place thanks to the financial and organizational help of firm
"Lada Swiss", being the importer of joint-stock company "AUTOVAZ" in Switzerland.
We thank the director of firm Vladimir Gray-haired for
The given possibility to take part in such forum.
On newspaper materials "the Volga autobuilder" on July, 10th, 2000
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//* an information Source: joint-stock company "AUTOVAZ" Press centre, 10.07.00
//* Reg. Nom. - 1100700011.02-------------------------------------------
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