The concept of marketing innovation. Methods and types of innovative marketing

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

1. New old goods. This innovation includes new methods of using products known to the consumer.
2. New markets. Search for a new group of buyers.
3. New business strategies. This type of innovation involves finding new ways to supply old products. AT modern world they have become the main ground for the creation of marketing.

Subjects and objects of the innovation process

The objects of the innovation marketing process include:

1. State and public documents that control innovation activity, namely, laws, instructions, regulations.
2. Proofs of intellectual property: certificates of authorship, patents, etc.
3. Licenses for innovative goods, certificates.
4. Innovative projects.
5. Shares of innovative companies and shares.
6. Objects of innovative manufacturing.
7. 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 on 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, at 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 the information system and new products. 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, the target market is selected. 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, and the establishment of communication links.
• The fourth block - the final stage of the organization of innovative marketing - is the practical implementation of 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 that are being introduced into all areas of the financial and information space. The practical tasks of 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.

To characteristic features characteristic of 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 wider 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 for a wide range of 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

1. Primary awareness. The buyer has heard about the innovation, but his knowledge of it is superficial.
2. Product recognition. The consumer recognizes the product, he is interested in it. You can search for additional information about the new product.
3. Identification of innovation. The buyer compares the goods with his needs.
4. Assessing opportunities to try products. The consumer decides to test the novelty.
5. Approbation of innovation by the buyer, obtaining additional information about it.
6. The consumer acquires or invests in creating an innovation.

Introduction

1.1 Strategic marketing

1.2 Operational innovation marketing

2.Organization of innovation activity

2.1 Goals of innovation

2.2 Innovation management

2.3 Channels for promoting innovative products

Conclusion

Bibliography

Introduction

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.

In the process of creating new products, there are many pitfalls: you need to properly organize its development, guess with the product, conduct testing, etc. In one article it is impossible to describe all the nuances of business processes associated with the development of new products, so here we will briefly consider only the main methods and techniques for creating new products.

Business development requires increasing the profitability of production and expanding the range. Both goals can be achieved by developing new products. Increasing competition requires constant tension from market participants in the struggle for position in this very market. Without moving, i.e. without doing anything and without changing, you can be far behind your competitors. Market novelties are one element of such a movement. As a result of a successful launch of a new product, a company either expands its product line or establishes a new product category. The basis for achieving such results at the enterprise is the work of the marketing service and, in particular, one of its activities - innovative marketing.

Innovative marketing is a marketing concept that requires an organization to continuously improve marketing products and methods.

Innovative marketing is an activity in the innovation market aimed at generating or identifying demand in order to maximize the satisfaction of requests and needs, which is based on the use of new ideas regarding goods, services and technologies that best contribute to the achievement of the goals of the organization and individual performers. Innovative marketing can be considered in various aspects.

As a business philosophy, innovative marketing offers a system of thinking and an ideological basis for entrepreneurial activity, which consists in orienting an organization to the basics of marketing and achieving competitive advantages when using innovation, an important feature of which in market conditions is the novelty of its technical and consumer properties.

As an analytical process, innovative marketing provides for the implementation of research work: conducting marketing research to study the market situation, identifying consumer tastes; forecasting the dynamics of demand for innovation; segmentation and selection of the target segment and the development of a marketing strategy for innovation and the like.

As an active process, innovative marketing solves a number of tasks related to the positioning and promotion of innovation to the market. As a function innovation management innovative marketing begins with the stage of searching for new ideas for goods, services and technologies that can best satisfy existing and potential demand, with their next materialization and commercialization, and ends with the saturation stage of the product life cycle.

As a macroeconomic toolkit, innovative marketing, orienting the development of the national economy on an innovative development path, makes it possible to form the needs of end consumers, promotes the efficient use of resources through the introduction of product, technological and organizational innovations.

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 upon strategies and practices of actively adapting to the requirements of potential consumers of innovation with a simultaneous targeted outpouring on their interests.

1. Types of innovative marketing

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 field 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.

1.1 Strategic marketing

The basis strategic marketing research an analysis of the market situation is laid, followed by the development of market segments, the organization and formation of demand, and the modeling of buyer behavior.

An entrepreneurial firm should initially aim at market conquest, expanding and deepening segmentation, creating your own 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 constant feedback between the producer and the 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 existing level national production of similar products, the presence or possibility of imports, the current level of exports, data on the production of import-substituting products and on 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- this 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 driving force, which 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 public policy in the field of privatization, taxes, budget, social security, depreciation system, science, engineering and technology.

The formation of innovation marketing is inextricably linked with the development of management activities and the place of the consumer in the process of social reproduction. At present, the issue of maintaining competitiveness in the market is particularly acute, and here the role of system marketing cannot be underestimated. The competitiveness of enterprises depends on many factors, which means that modern management requires not only the efficient use and redistribution of resources, but also taking into account market conditions and the prevailing proportions in the market. It is the increased competition that has become one of the factors in the emergence and development of innovation marketing.

At the end of the 20th and the beginning of the 21st centuries, the world economy entered an era characterized by globalization, an unprecedented fierce competition, the rapid obsolescence of technologies, and the penetration of the Internet into all areas of the economy. The ongoing shifts lead to a qualitative change in the socio-technological structure, which is reflected in such a concept as the new economy. The structurally new economy includes industries with a high proportion of intangible, human capital, such as information and communication technologies, education, science and intellectual services (consulting).

In the conditions of the new economy, the main vector of the economic policy of the leading countries of the world is to increase the competitiveness of products and ensure a leading position in the international markets for high technology products. This is possible, as the analysis of world experience shows, provided that the economy moves to the path of innovative development.

Russia is increasingly involved in the processes of the world economy, and the task of transferring the Russian economy to an innovative development path is classified as strategically important, despite the fact that the Russian innovation market is currently in its infancy. According to D.A. Medvedev, “over the next decades, Russia should become a country whose well-being is ensured not so much by raw materials as by intellectual resources: a “smart” economy that creates unique knowledge, exports of the latest technologies and innovative products.”

The transfer of the economy to an innovative path of development is associated with the growing role of innovation as a key factor in modern socio-economic development and technological modernization of production. Innovations are an effective means of increasing competitiveness, as they lead to the creation of new products and the development of new markets, to the inflow of investments and the reduction of all types of risks. The speed and efficiency of the dissemination of innovations today is becoming an increasingly important tool for increasing labor productivity, economic growth rates and the level of well-being of the territory.

Innovation leads to the emergence of new products, processes and services that reduce production costs, open access to new markets and allow you to create new ways (technologies) of activity. As noted in the report of the European Commission, “in many areas of business, enterprises that have fallen behind in the creation of new and modernized existing products, or in the introduction of more advanced methods of production, distribution and marketing of products, put their future at risk.”

In addition, the innovative activity of individual companies, along with direct benefits for their own development, also contributes to the growth of social productivity, the development of other companies, the creation of new firms and the growth of employment. In addition to having a positive impact on the performance and competitiveness of the economy, business innovation can create new, socially useful products, technologies and services, as well as generate inventions that facilitate the solution of important social, cultural and environmental problems.

The development of innovativeness of the organization occurs under the influence of internal and external factors environment. Internal factors:

the need for reliable functioning of the organization, cost reduction, risk sharing, loading production capacity and providing staff with work.

External factors: the development of technology and technology, the development of the market of productive forces and the sales market, changing consumer attitudes towards the product, constant changes in competition and competitive relations. The evolution of the formation of management science predetermined the application of marketing principles in innovation: Stage 1 (1940-60) - in the world economy, emphasis is placed on the development of R&D. This period is characterized by a high share of expenses for Scientific research, active state support for science. At this time, science becomes divorced from practice, which predetermined a number of problems: - ideas proposed by scientists do not find practical application;

Doesn't pay off most of costs.

Stage 2 (1950-70) emphasis on traditional marketing (taking into account requests, studying needs, R&D - in the background). The traditional concept of marketing offers a set of activities within the framework of the marketing mix model (4P) in the course of implementing innovative activities. This complex, which includes pricing, commodity policy, distribution policy and product movement, is focused on the active impact on the external environment in order to implement innovative products. With this approach, marketing is perceived as a separate function of innovation management, a necessary tool for solving tactical problems. Taking into account global trends, it is proposed to single out the following factors that cause the activation of the modern sphere of innovation:

The need for new knowledge and constant updating of capacity; - synchronization of the activities of organizations throughout the cycle of creation and dissemination of innovations;

Establishing and developing relationships that provide organizations with the advanced knowledge and resources needed to maintain sustainable competitive advantage; - the pooling of capital and intellectual resources of companies from different fields of activity, especially in those areas where development is excessively expensive. Modern marketing approaches are more of a strategic nature, and therefore, it is necessary to distinguish between the concepts of "innovative marketing" and "marketing of innovations".

Marketing of innovations is the activity of an enterprise to create products of market novelty, which make it possible to ensure high-quality satisfaction of needs (including emerging ones).

Innovative marketing is distinguished by a great strategic orientation. It is associated not only with the promotion of ready-made innovations to the market, but also with the management of the process of their creation, taking into account market requirements. This concept is a bit broader and includes the development of a strategy and tactics for conducting innovative processes using a marketing mix.

Innovation marketing is a set of marketing technologies for identifying goods and (or) technologies that have significantly new properties and are aimed at creating, expanding and maintaining markets for new goods and services with sustainable competitive advantages.

The level of novelty of an innovation determines the level of competitive advantages, and in the marketing of innovations - the degree of innovative potential. The core competency of innovation marketing is to match the product to market demands. The objects of innovation marketing are intellectual property, investments, new products, new materials and components, new ways of promoting goods and services, as well as means of labor and employment.

There is a definition by the famous modern economist Peter Drucker, who believes that a business has only two main functions: marketing and innovation. Marketing and innovation produce a result, everything else is a cost. Marketing is a separate area of ​​work that includes a number of specific activities. But first of all, it is the most important component of the business. This is a business from the point of view of the final result, that is, from the point of view of the client. Marketing asks the question: “What does the customer want to buy?”. He doesn't say, "That's what our product or service does."

Innovation marketing provides an opportunity to capture a market or create a new niche by reprioritizing products from "functional" to "innovative", while achieving greater customer satisfaction.

The processes taking place in the organization and management of the modern innovation process also contribute to the strengthening of the role of marketing, among which are:

an increase in the speed of dissemination of innovation, and the possibility of copying them due to the development of information technologies and the emergence of additional technical capabilities, which reduces the importance of patents as a means of protecting intellectual property and stimulates the search for new means;

the need to involve a significant number of participants in the innovation process, including those from different fields of activity and industries, due to its greater intellectual component and technological complexity, which makes it important to coordinate activities and harmonize the interests of participants;

decrease in the importance for consumers of product innovations due to (1) limited perception of them when they appear too much and often, (2) problems of disposal of old products;

influence on the process of creation and adoption of innovations by state structures and public organizations, which to a large extent can contribute to or hinder its successful implementation;

active formation and development of markets for intangible products (services, information, knowledge), which leads to the use of new methods for their promotion and marketing.

Therefore, innovation marketing plays a key role in the latest generation of innovation processes.

The creation and release of a new product is carried out with the help of marketing tools used all the way through the creation of a product from initial research to after-sales service. The main goal of innovation marketing is to develop a strategy for introducing innovation to the market. Therefore, an integral part of the marketing of innovations will be the strategic marketing of innovations, the elements of which are the analysis of the market situation, the subsequent development of its segments, the organization and formation of demand, and the modeling of buyer behavior.

The following distinguishing features of innovative marketing can be distinguished: 1) strategic focus on finding and meeting new needs suggests that innovative marketing is used not only at the “output”, but also at the “input” of innovation management; 2) the organization and management of the innovative activity of an enterprise is carried out through the prism of interaction with the market, which involves the use of network theory and the study of modern forms of relations in the innovative market;

3) the subject of research and the product on the market is not a finished product, but an idea, which determines the use of methods for using and evaluating intellectual property. Thus, it is possible to define the goal of innovative marketing as the formation and implementation of an innovative strategy for the organization's activities, which involves increasing its competitiveness. The objectives of innovative marketing are:

determination of criteria for selection of areas of innovation activity;

2) search for promising areas of innovation and preparation for placing a new product on the market; 3) analysis of the internal potential and external environment of the organization in the formation of an innovative strategy;

4) optimization of costs for the development and introduction of a new product into production;

5) planning and forecasting of innovative activity; 6) organization, management and control over the implementation of the innovation strategy. The modern concept of marketing in the management of innovation processes is designed to solve the following functions (table 1.1).

Table 1.1.

Functions of innovative marketing

Innovative marketing involves the use of creative approaches in all areas of the enterprise, focuses on the constant search for ideas, their implementation in order to improve enterprise technologies and create competitive products. Modern researchers highlight possible areas of innovative marketing within the framework of traditional thinking and non-standard (combinatorial thinking).

If the first is aimed at searching for ideas and creating products within the framework of the goals, target markets and opportunities defined by the enterprise, then the second assumes unrestricted processes for searching for innovative ideas and their primacy over the goals of enterprises. The second direction determines the allocation of innovative departments in large enterprises and the emergence of venture capital firms aimed at implementing risky projects and the emergence of fundamentally new products and technologies.

F. Kotler and F. Trias de Bez, on the basis of the type of thinking, it was proposed to single out the concepts of vertical and lateral marketing in the innovation process (Table 1.2.) Vertical marketing is based on the logic and consistency of thinking. The concept of lateral thinking was introduced by Edward de Bono and defined it as "a set of processes designed to use information in a way that generates creative ideas through the insightful restructuring of concepts accumulated in memory."

Table 1.2.

Differences between vertical and lateral marketing

Table 1.3.

Situations in which you should use vertical and lateral marketing

Innovative marketing is, first of all, an objectified type of production and economic activity of a company or institution, aimed at optimizing and controlling the organization's innovative and production and marketing activities, based on research and active influence on market conditions enterprises.

In other words, this is the concept of traditional marketing, according to which the organization must continuously improve products.

Innovative marketing should include:

• -carrying out marketing researches of the market of innovations, including perspective introduction of innovations to new markets - diffusion of innovations.
• - analysis of potential industrial consumption and demand for innovations (dynamics of consumption volumes, analysis of consumer market segments, determination of their volumes, analysis of effective consumer demand, demand structure, analysis of consumer preferences, consumption motivation, market trends and prospects, assessment of existing and potential market capacity) ;
• - analysis of competition in the markets (determination of the main competitors and their market shares, identification and analysis of points of competition - quality, product characteristics, pricing, sales strategies, etc., analysis of strengths and weaknesses competitors, analysis of commodity, marketing, advertising strategies of competitors);
• - analysis of pricing and price structure;

The object of innovative marketing is intellectual property, new materials and components, new products, new processes, new markets, new ways to promote goods and services, new organizational forms of management. The main thing in the marketing of innovations is the study and forecasting of demand for a new product, based on a thorough study of the consumer's perception of innovation and the qualities and properties of the product that are significant for the consumer.

The innovative policy of the enterprise is aimed, first of all, at increasing the competitiveness of manufactured products. Product, technological and resource innovations aimed at improving the quality and technical (consumer) characteristics of products ensure the growth of competitiveness, as a result of which the demand for products and sales volume increase at the same price. With the growth of the competitiveness of products, it is possible to increase the price and, accordingly, the volume of sales with the same demand. In this case, the profit increases, as well as the profitability of production.

Innovative marketing is the first stage of the life cycle of an object and the first function of the functional subsystem of the management system.

The main terms of innovative marketing is the innovative potential of the organization - this is the degree of its readiness to fulfill the tasks that ensure the achievement of the set innovative goal, i.e. the degree of readiness for the implementation of an innovative project or a program of innovative transformations and innovations. Innovative activity is often interpreted as an activity related to the use of new technologies. Many enterprises try to carry out innovative activities in one form or another on their own, through subsidiaries or innovation centers created specifically for this purpose, designed to promote the promotion and use of innovative products. Specialists are hired - professionals in patent and licensing activities, protection of intellectual property and other components necessary for the commercial use of innovations. 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, the first option, it is less risky. But if a completely new product is introduced to the market, it is possible to make big profits and take a strategically advantageous position as a leader in a new product category. The idea of ​​focusing innovations on higher consumer effects seems to be highly productive, but its justification in the literature is more of a technical and technological nature. As a result, the presented classification of innovation according to the degree of its radicality (basic, improving, rationalizing) either loses its consumer content altogether, or turns out to be focused on the internal environment of the company. With this approach, the motivation for the innovation process is naturally the need to replace obsolete equipment in order to increase the competitiveness of products. Organizations study the end-user market in an attempt to forecast future demand. These studies should be carried out and used by manufacturers of end products: bread, milk, meat, etc. They need to follow new developments that appear on the market and, most importantly, their prospects for the market situation.

In innovative marketing, innovations are divided according to the degree of potential:

• - radical innovations - fundamentally new products and technologies. They are not numerous and, as a rule, provide for the emergence of a new consumer and / or a new market;
• - combinatorial innovations - a new combination of already known elements and properties. Combinatorial innovations are usually aimed at attracting new consumer groups and/or developing new markets;
• - modifying innovations - are to improve or supplement existing products. Modifying innovations are usually aimed at maintaining or strengthening the market position of the enterprise.

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
• - development of an innovation penetration strategy
• - Operational marketing activities
• - 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, in fact, 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. Innovation marketing as a concept is broader than innovation marketing, it includes the mission of the organization, the philosophy of thinking, the field of scientific research, the style of management and behavior. This is a special type of relationship and complete risk taking.

One of the main conditions for the introduction of innovations is the availability effective system marketing and sales, which connects the enterprise with end users in order to constantly identify new customer requirements for the quality of goods and services produced. This condition is important, since in practice innovation is often defined as "the creation and provision of goods or services that offer consumers benefits that they perceive as new or improved." And experts explain most of the failures in bringing innovations to the market by the fact that they arise on the basis of new knowledge, not needs, while buyers do not need a new product, but new benefits. For the implementation of innovative activities, it is necessary to have the innovative potential of an enterprise, which is characterized as a combination of various resources, including:

intellectual (technological documentation, patents, licenses, business plans for the development of innovations, an innovative program of the enterprise);

material (experimental and instrumental base, technological equipment, area resource);

financial (own, borrowed, investment, federal;

personnel (leader-innovator; personnel interested in innovations; partnership and personal relations of employees with research institutes and universities; experience in research and development; experience in project management);

infrastructural (own divisions of research and development, department of the chief technologist, department of marketing of new products, patent and legal department, information department, competitive intelligence department);

Other resources necessary for the implementation of innovative activities. It has always been to innovate strong point Russian science. The commercialization of innovations either did not exist at all, or was extremely imperfect. However, today the winner in the competition is the one who not only knows how to produce innovations, but also organizes their practical application.

Depending on the goals and objectives, marketing of innovations should be divided into two groups: strategic marketing of innovations and tactical marketing of innovations.

In the strategic marketing of innovations, regular and rehabilitation marketing should be distinguished. Strategic regular marketing of innovations serves to maintain the competitiveness of the enterprise through the constant formation and, as necessary, the use of scientific, technical and commercial reserves of product and process innovations. They should be able to restore or increase the profitability of the enterprise in the event of a deterioration in the sales situation for a previously produced product (it becomes necessary to master the production and sale of a new innovative product) or in the event of an increase in the cost of purchased resources (resource-replacing technological processes and equipment become necessary). The old-fashioned regular marketing of innovations fits into the so-called diamond concept, according to which, with the increasing degree of competitiveness of the market where manufacturing enterprises operate, the main guarantee of its competitiveness, maintaining and improving financial well-being becomes the innovativeness of their products, as well as the innovativeness of their activities. Innovation here is understood as the ability of a manufacturer, on the basis of available proprietary technologies (or access to technologies acquired under a license or created to order) and commercial know-how in the areas of marketing and supply, to constantly master the production and sell new, innovative, meeting market demand products, as well as master new technological processes (if necessary, simultaneously with new technological equipment). 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.

Innovative marketing is a system integration of a full innovation cycle: from studying the market situation of innovation, business planning of an innovation project, its implementation, to promoting innovation to the market, diffusion of innovation and income generation.

Innovative marketing should include (Figure 1):

• - conducting marketing research on the market of innovations, including the prospects for bringing innovation to new markets - diffusion of innovations;
• - analysis of potential industrial consumption and demand for innovations (dynamics of consumption volumes, determination of their volumes, analysis of effective consumer demand, demand structure, analysis of consumer preferences, consumption motivation, market trends and prospects, assessment of existing and potential market capacity);
• - analysis of competition in the markets (and their market shares, identification and analysis of points of competition - quality, product characteristics, pricing, marketing strategies, etc., analysis of the commodity, marketing, advertising strategy of competitors);
• - analysis of pricing and price structure;
• - for innovations with completely new needs, the development of a demand generation program;
• - methods of sales promotion (analysis of efficiency, volumes of filling sales channels, analysis of product circulation, analysis of the distribution system);
• - advertising and analysis of its effectiveness;
• - positioning of innovation in the markets and repositioning.

The object of innovative marketing is intellectual property, new materials and components, new products, new processes, new markets, new ways to promote goods and services, new organizational forms of management.

Creating innovations has always been a strong point of Russian science. The commercialization of innovations either did not exist at all, or was extremely imperfect. However, today in the competitive struggle, the winner is the one who not only knows how to produce innovations, but also organizes their practical application.

About 12 percent of the world's scientists are concentrated in Russia, while the country's share in the global innovation market is only 0.3 percent. This gap is not only indicative of intellectual weakness domestic specialists, how many about the lack of mechanisms for converting ideas and technical solutions into market products, similar to the mechanisms of developed countries.

Innovative marketing makes it possible not only to satisfy the needs of the consumer even more, but also to increase the price of the product, capture the market or create a new niche and successfully occupy it.

AT modern business there is a shift in priorities from “functional” to “innovative” products:

Functional products serve to meet essential needs and are bought, in most cases, without regard to the place of purchase (it took - I saw - I bought). There is a more or less predictable demand for them, and their life cycle is relatively long. They are easy for competitors to imitate and therefore difficult to make highly profitable.

Fig.1. Generalized scheme of innovative marketing.

Innovative products, on the other hand, are the last word in technology or fashion, demand for them is difficult to predict, and their life cycle is much shorter. As compensation for the risk and brevity of the existence of such a product, its producer receives relative freedom from competition and the associated opportunity to achieve higher profitability.

That is, in the new conditions of globalization of the economy, the speed of change in products and services becomes the main instrument of competition. In this regard, technology becomes the main driving force and determines the development of business. It allows even small companies to become big players in the international market. This is a huge incentive for small and mid-sized companies to innovate. In large companies, the combination of customer orientation with employee involvement has led to the creation of a project management style. The project is always focused on a specific consumer and exists insofar as the consumer exists. At the same time, the hierarchical levels of organization seem to disappear, and the brutal vertical hierarchical management structure that arose at the beginning of this century as a result of the process of division of managerial labor is replaced by a flexible matrix (“flat”) organization.

In the context of economic globalization, the importance of such a competitive advantage factor as innovation lies in the fact that, unlike the resource factor, it does not depend on importing countries, and in the event of a decrease in exports, output is offset by an increase in domestic production. That is why the economic policy of the state should be built in such a way that manufacturers are interested in working at the early stages of the product life cycle, so that the expansion of the domestic market occurs, first of all, at the expense of such goods.

There are trends that allow us to talk about the predominance in the sectors of the economy of factors associated with such a competitive advantage as the movement of innovation. These factors are represented by the innovative components of demand for the products of domestic producers. First of all, they should include all the factors of domestic demand. Both the product life cycle theory and M. Porter's theory of international competition do not deny the fact that the path of innovation to the world market begins with the development of the domestic market, since the very fact of innovation is initially tied to needs that can be realized in demand precisely from domestic consumers . That is why innovative marketing in the context of the globalization of the economy is directed, first of all, not to the external market, but to the internal one. In other words, in order to realize the competitive advantages of the "innovation movement" type, the domestic market must be filled with products with a short life cycle.

On the other hand, the importance of the innovation movement factor as an innovative competitive advantage domestic producers is confirmed by the dependence of their position in the world market on the innovative activity of competitors. Thus, since the 1970s, Japanese firms have switched from using purchased licenses to developing their own fundamental programs. Soon, Japan began to actively push the United States in the field of scientific and technological achievements, and by now, from a technologically backward and dependent country, it has turned into a scientifically and technologically advanced state, leading in a number of advanced areas, such as biotechnology, fiber optics, laser technology, integrated circuits. etc. the movement of innovations in the form of rapid changes in models was one of the methods of competitive struggle of Japanese firms.

Their development period for new products turned out to be shorter than that of American manufacturing firms.

The development of new technologies and the speed of implementation on their basis of fundamentally new types of products and services leads to the fact that the needs of consumers and the situation on the market are changing at an ever-increasing rate. The consumer dictates what, when and in what form he wants to receive and at what price. New Approach to understanding the marketing concept is based on increasingly close work with the so-called target groups - sets of potential customers of the organization from the strategic market segment. By identifying homogeneous groups of consumers with the help of market research and defining strategic segments, the company saves significant funds and achieves greater efficiency in subsequent contacts with current and potential clients. Active communications with selected market sectors make it possible to attract the attention of the vast majority of consumers, many of whom become the company's clients. That is why, since the beginning of the 21st century, most market leaders in various industries have merged the departments responsible for advertising, PR, direct sales, promotion, and intercompany relations into unified communications services. A growing number of companies are using integrated marketing communications.

The departure from the same type of standardized solutions, the increasing adaptation of marketing solutions to the needs of consumers and the conditions of specific markets is also manifested in innovative marketing. There is an increasing use of marketing techniques adapted to a specific target market. And although in this case there are more significant costs, they are usually offset by gaining a larger market share and higher profits, which is ensured by creating conditions for a reliable (reproducible) innovation monopoly.

The supplier of a new product can ensure an innovative monopoly by:

• - registration and active protection (monitoring of the observance of exclusive, by law, rights to commercial use of relevant technologies, prosecution of violators in case of neglect of these rights) of a package of claimed patents for inventions and utility models incorporated in the design or technology of a new product;
• - maintaining in a trade secret (protected by a specially declared and observed secrecy regime, the existence of which, if necessary, can be documented in court) of key technical solutions (know-how) relating to the design or technological features of a new product.

Innovative monopoly in connection with the release to the market of a product that is fundamentally new for the market, meeting newly emerged or previously existing, but not satisfied needs, is available to any innovative enterprise, regardless of its size. This monopoly does not exceed, as a rule, 1.5-2 years. It is violated both by the re-development of relevant key inventions (with the filing of applications for "parallel" patents and their receipt), and the leakage of key secret know-how occurring in connection with the turnover of personnel - the owners of this know-how (not to mention much more " exotic", but really applicable methods of industrial espionage).

An innovative monopoly protected by law can be used either to obtain super profits based on increased prices, or (which is typical for small firms planning their economic growth for the future) to gain a foothold in the market (formation of a clientele) that involves not so much increased profitability of sales as maximization of further secondary sales of the product and its modernization to consumers who previously bought it.

Considering the trends in approaches to the choice of methods for promoting products, it can be noted that this choice is an extremely creative, dynamic process. Any innovations in this area almost immediately become the property of competitors. And if these innovations were successful, then competitors immediately take them into service, eliminating the competitive advantage achieved through these innovations.

Surveys of managers involved in the development of new products revealed the following main success factors for a new product (Table 1). The numbers in the table characterize the percentage of respondents who noted the importance of these factors.

New Product Success Factors

From the above data, it follows that the main success factors are, on the one hand, the product's compliance with market requirements, and, on the other hand, the organization's ability to develop and manufacture it. It is important to have superior technology, to rely on management support, and to adapt multi-stage development to the market acceptance process.

Development, introduction into production of new products have for firms great importance as a means of increasing competitiveness and eliminating the dependence of the company on the mismatch of the life cycles of products. In modern conditions, product renewal is proceeding at a fairly rapid pace. For example, in the sectors of general engineering, the automotive industry, and instrumentation, products are updated by 60% or more over a five-year period. In the electronics industry, a new product appears every one to two years.

R&D directions are determined, first of all, not by the possibilities and tasks of improving production, developing simple modules, but by the results of studying consumer preferences regarding the characteristics of new products. When developing new products, more attention should be paid to testing the market, rather than laboratory testing of these products.

Summarizing these and other conditions, we note that for the implementation of innovative activity, it is necessary to have the innovative potential of an enterprise, which is characterized as a set various kinds resources, including:

• - intellectual (technological documentation, patents, licenses, business plans for the development of innovations, an innovative program of the enterprise);
• - material and production (experimental and instrumental base, technological equipment, space resource);
• - financial (own, borrowed, investment, federal);
• - personnel (leader-innovator; personnel interested in innovations);
• - partnership and personal relations of employees with research institutes and universities (experience in conducting research and development work; experience in project management);
• - infrastructural (own divisions of research and development, department of the chief technologist, marketing department, patent and legal department, information department);
• - other resources necessary for the implementation of innovative activities.

Currently, innovative marketing in Russia is in the process of formation and institutionalization. That is why it is too early to talk about the full maturity of organizational forms of marketing.

If we place the innovative and life cycles of any product on the timeline (Fig. 2), then it turns out:

At the stages of appearance, R&D, and production of prototypes, innovative marketing dominates, determining the fate and market prospects of innovation. The main goal of innovative marketing is to develop a strategy for introducing innovation to the market. Therefore, the basis of innovative marketing 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.

Innovative marketing is determined by market segmentation, product positioning. The key point of the strategy of innovative marketing is the study and forecasting of demand for a new product, based on a thorough study of consumer perception of innovation. In the course of strategic research, the leader of an innovative project must determine what quality and to what consumers he will offer an innovative product. Therefore, innovative marketing is focused on close contact between employees of the marketing and sociological services of the enterprise and the consumer (questionnaires, telephone surveys, etc.). The primary task of the marketing department at the initial stage of developing an innovative strategy is market research.

• - At the stages of implementation and organization of mass production, innovative marketing moves into the stage of operational marketing, which ensures segmentation of consumers and the search for new market niches.
• - When the product reaches the maturity phase, the use of tactical marketing becomes decisive, using such tools as price reduction, improvement of logistics schemes and strengthening of supportive advertising.

Innovative marketing in promoting a product or service involves a departure from existing ways of presenting a product or service to the consumer. These are new forms of pricing, distribution and communication.

The development and introduction of new products into production are of great importance for firms as a means of increasing competitiveness and eliminating the firm's dependence on the mismatch of the life cycles of manufactured products. The acceleration of the development of new products is due to the following reasons:

• 1. development on an exponential curve of the world base of technologies and know-how;
• 2. changing consumer needs;
• 3. reduction in the life cycle of goods (the life cycles of goods over the past 50 years have decreased by 4 times;
• 4. Increasing globalization of the economy.

In the context of the globalization of the economy, product innovation is the most important tool in the competitive struggle. Today, the volume of sales attributable to new products (if it was offered to the market for no more than five years) is 40-50% and this ratio is growing rapidly.

The innovation process is the process of transforming scientific knowledge into innovation, which can be represented as a sequential chain of events during which innovation matures from an idea to a specific product, technology or service and spreads through practical use. The innovation process does not end with the implementation stage, because as it spreads (diffusion), the innovation improves, becomes more efficient, and acquires previously unknown consumer properties. This opens up new areas of application and markets for it, and, consequently, new consumers who perceive this product, technology and service as new for themselves.

By innovation we mean production and technical achievements, the end result of creative work, realized in the form of a new or improved product, a new or improved technological process used in economic circulation.

The innovation process begins with fundamental research aimed at obtaining new scientific knowledge and identifying the most significant patterns. The purpose of fundamental research is to reveal new connections between phenomena, to know the patterns of development of nature and society, regardless of their specific use.

The priority importance of fundamental science in the development of innovative processes is determined by the fact that it acts as a generator of ideas, opens the way to new areas of knowledge and indirectly leads to the emergence of ideas for new products.

The second stage of the innovation process - applied research - is aimed at exploring the ways of practical application of previously discovered phenomena and processes. Scientific research work of an applied nature aims to solve a technical problem, clarify unclear theoretical issues, obtain specific scientific results, which will later be used as a scientific and technical reserve in development work. Applied research purposefully uses existing scientific methods to develop ideas for new products.

Experimental design work involves the application of the results of applied research to create (modernize, improve) new products, samples of new equipment, material, technology. R & D is the final stage of scientific research, the transition from laboratory conditions and experimental production to industrial production. At this stage, the reference can be not only to fundamental and applied research, but also to the market - opportunities are identified based on the desires and needs of consumers; then scientific research is oriented towards the satisfaction of these desires.

The final stage of the sphere of science is the development of industrial production of new products, which includes scientific and industrial development: testing of new (improved) products, as well as technical and technological preparation of production.

After the development stage, the process of industrial production and introduction of a new product to the market begins.

Thus, the innovation process can be defined as a set of sequential work from obtaining theoretical knowledge to the use of a product created on the basis of new knowledge by the consumer.

Creation of innovations involves:

• - bringing innovations to the creation of new technologies, systems, equipment, etc.;
• - practical implementation of innovation to the consumer (in the market);
• - ensuring the effective use and operation of an innovative product;
• - obtaining new innovation-oriented innovations.

Currently, there is a decrease in the average duration of the life cycle, so manufacturers are forced to spend significant funds on the creation of new products. It is difficult to come up with something completely new, and, as practice shows, this is not always necessary for consumers. The novelty of a product can be viewed from different points of view.

The trend of reducing the life cycle is due to the influence of scientific and technological progress, which allows competitors to produce more advanced products. Objectively, this situation is contrary to the interests of the manufacturer, since the time for reimbursement of costs for the development and production of a new product will be reduced. The normal desire to make a profit pushes the manufacturer either to reduce costs (which is dangerous for quality) or to increase prices (which is dangerous for demand). To reduce development costs, manufacturers tend to use different methods creation of new goods.

New product refers to any innovation or change to an existing product that the consumer considers significant. However, the degree of novelty can be different (Fig. 3) and be considered at several levels. Innovative for the enterprise will be those products that they have never produced before.

Innovative products are products for which the manufacturer has no experience in production and marketing activities. Any new products require development costs from manufacturers. However, the creation of an innovative product requires more effort from the manufacturer than the improvement of an already produced product. Significant costs for the creation of an innovative product are associated not only with design development, but also with marketing activities (market research and development of a marketing mix) to bring the product to the market.

Rice. 3. Levels of consideration of novelty of goods.

New products, regardless of their level of novelty, can be created by the manufacturer's own efforts or purchased from other firms. The structure of methods for creating new products and their characteristics are presented in Table. 2.

In innovative marketing, novelty-modifications are subject to the least risk. Creating a modified product or modification is the process of improving the characteristics of an existing product by a manufacturer in order to extend its life cycle. Analyzing the block model of the product (Fig. 4), one can notice that the perception of the product by consumers changes when one of the components of the product model changes.

Rice. four. Block model of goods 4P+1$

This approach allows manufacturers to extend the life cycle by creating modifications to the marketing mix. As an independent direction, we can single out the creation of a product modification, since changing this particular component of the marketing mix requires more effort from manufacturers. Given that the life cycle is tied to a specific market, often to its separate segment, and due to uneven development, the life cycle of the same product in different markets will be different, the manufacturer searches for new users of the product. This direction of extension is called market modification. The general composition of variants of the modified product is shown in fig. 5.

Modifications can be created using two methods. The first technique leads to a change in the presentation of the product on the market (creation of variation), the second to the creation of several variants of the presentation of the product at the same time (creation of differentiation):

Fig.5. Ways to extend the life cycle of a product with the help of modifications

• - the change in the product is not so significant that the comparison of options is beneficial to the manufacturer;
• - a new version of the product can replace the old one, as it is better suited to solving these problems of consumers.

Variation is a method of modifying a product, in which a new version of the product is offered to the market to replace the previously existing one and the old version is excluded from circulation. Variations are used by the manufacturer in cases where:

• - there are not enough resources to implement two options for the offer of goods at the same time;
• - the old version has completely exhausted all the possibilities on the market.

Methods for creating new products

Differentiation is a method of product modification, in which a new version of the product is offered to the market at the same time as the old one, thereby achieving a greater variety of product offerings. If there are no reasons for the manufacturer to resort to variation, then firms will differentiate the offer of their product on the market, as this technique allows you to increase market coverage and create a wide and deep assortment.

Modification of the marketing mix involves changing one or more of its elements in order to attract the attention of new consumers to the product and achieve the commitment of those who have tried the product. To attract new customers, you can reduce the price or run a sales promotion campaign. You can try to develop a more efficient advertising campaign and change the image of the product. The firm may use other market channels or offer additional services to customers. The set of possible marketing tools for creating a modification of the marketing mix is ​​shown in fig. 6.

Product modification involves changing product characteristics such as design, quality level or properties in order to attract new users and intensify consumption.

Rice. 6. modification of the marketing mix.

Changing the external design gives the product attractiveness and modernity. Often it is the design of the product that determines its relevance to its time, while the functional properties remain unchanged for a long time.

Quality improvement makes sense to carry out in cases where the following conditions are met:

• 1. the quality of the goods can be improved;
• 2. Buyers believe the assurances of quality improvement;
• 3. a sufficiently large number of buyers want to improve the quality of the goods.

Improving the properties of the product allows you to make its operation safer, more convenient.

As part of the creation of a market modification, a search for new users of the product is carried out. New users may represent a new segment of consumers not covered by the firm in the old geographic market, in which case it is possible to change the positioning of the product so that it is attractive to the new segment. At the same time, the company can keep the offer of goods for the old segment, or it can focus only on a larger or fast-growing market segment. A firm can increase its offer by entering new geographic markets, in which case a change in the manufacturer's distribution network is also required. Obviously, the use of product market modification may require the firm to make additional efforts to change the marketing mix and even product characteristics. The line between different variants of modifications cannot be clear. However, differences are still present and are associated with the choice of the purpose of creating a product modification.

Any idea for a new product, first of all, must be tested on its significant group of potential consumers in terms of its usefulness and the presence of the need itself, as well as the level of price at which it can be realized.

If the idea meets with a favorable response, it should be embodied in an "offer" to the consumer. The task of assortment planning is, first of all, to prepare a customer specification for a product, transfer it to the design department, and then ensure that the prototype is tested, modified if necessary, and brought to marketable condition.

No matter how logical all of the above may sound, it must be recognized that such an organization of product assortment planning is still used only at individual enterprises. The main stages in the development of a new type of product are shown in Figure 7.

The main value of these methods lies in the fact that they force managers to maintain a certain discipline when considering issues related to the development of new types of products. They ensure that all relevant criteria are properly considered and that the company's inherent strengths and weaknesses that distinguish it from others are taken into account when drawing up a new product development plan.

3. Comparison table of innovative marketing and traditional marketing.