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Theoretical foundations of marketing. Organization of marketing service at the enterprise. Information support of marketing activities, marketing environment of the enterprise. Consumer behavior of buyers. Analysis of the conjuncture of the market for goods and services.

A huge role in the process of achieving the goals is played by the division "Marketing Department". Marketing department - is structural unit joint-stock company that does not have the right of a legal entity.

The marketing department is headed by the head of the department Khalilov R.R., this division is directly subordinated to Commercial Director JSC "Kazanorgsintez" and is responsible for the timely and quality performance tasks assigned to the department. A person who has a higher professional (economic or engineering and economic) education and has undergone special training in the field of marketing, with experience in engineering and technical and leadership positions at least five years. The head of the department is appointed and dismissed by the order of the General Director of the company.

The Marketing Department in its activities is guided by:

the current legislation of the Russian Federation, the Republic of Tatarstan;

the charter of the joint-stock company "Kazanorgsintez";

internal work schedule;

orders and instructions for the enterprise;

this provision;

decisions of the Board of Directors, the Executive Directorate of OJSC Kazanorgsintez, orders and orders of the General Director, orders of the Deputy General Directors, on issues within their competence;

quality policy;

quality manual;

STP Quality Management Systems.

Tasks and functions. The main task of the department is the formation of policy effective sales products, its planned and guaranteed deliveries, obtaining the established indicators of profit from the sale of products by:

Development and development of sales markets for the products of OJSC Kazanorgsintez;

Development and implementation of new schemes for the sale of products.

Advertising - formation of a positive attitude on the part of consumers and partners towards Kazanorgsintez OJSC and its products. Contribute to reducing the cost of manufactured and developed products by rational use enterprise potential. To implement the assigned task, the marketing department performs the following functions:

Collection and processing of information on sales markets, specifics and dynamics of demand for the products of OJSC Kazanorgsintez, determination of the buyer's requirements for consumer properties of products manufactured by OJSC Kazanorgsintez, its competitiveness in the markets. Comprehensive study of domestic and foreign markets for products, analysis of the activities of competitors and consumers (range, quality, prices, markets);

On the basis of analytical processing of information, the development of current, medium-term and long-term plans for the promotion of products on the markets, forecasting the volume of sales for each type of product. Search for new consumers for the company's products;

Participation in development integrated programs, research and development work aimed at improving product quality, increasing its technical level and competitiveness;

Participation in the formation of contractual prices for the company's products;

Study of modern marketing methods, analysis of the most economical methods of marketing (own distribution networks, dealers, intermediaries, etc.). Definition of the most effective ways payment for goods, considering individual characteristics every buyer. Development of recommendations on preferential sales promotion;

Organization of advertising, exhibitions, consumer conferences. Conducting and analyzing consumer surveys. Informing consumers about the features of the products. Justification and analysis of advertising costs. Tracking and timely informing the management about the possibility of obtaining prestigious and internationally recognized assessments of the enterprise. Conducting an intensive promotional activities in order to stimulate the implementation and create a stable positive opinion of the consumer and partner about the quality of our products, the reliability and profitability of its use.

The head of the department has the following responsibilities:

Ensure timely and high-quality performance of management work in accordance with the work plan and requirements;

Develop measures to improve the work of management;

Know modern methods of market research. Ensure the collection and analytical processing of information, the preparation of sales plans in accordance with modern methods marketing;

Take into account the individual requests of consumers making bulk purchases of JSC products;

Analyze consumer requests, factors influencing the sale of the company's products, advise the Executive Directorate on these issues.

Conduct analysis and ensure the development of sales forecasts based on data from surveys of consumers, buyers and the commercial service of the enterprise;

Provide management and performers of the company with the necessary marketing information, provide plans for promoting products on the markets;

Communicate with departments of the joint-stock company on marketing issues. Determine the range of issues within the responsibilities of his subordinates, based on the tasks and functions of management. To carry out the selection and placement of personnel in management, to strengthen labor discipline, to ensure the implementation of the Internal Labor Regulations by all employees of the department. Ensure the confidentiality of the work performed in accordance with the Regulations on Trade Secrets.

Organize advanced training of management employees.

Manage management staff.

Ensure the content and maintenance of all documentation in accordance with the requirements of the Quality Management System.

Ensure the performance of work in the department in accordance with the standards of the Quality Management System, the Quality Policy.

Facilitate the work of quality officers.

Participate in internal and external audits of the Quality Management System.

Participate in the development and revision of the Quality Management System standards.

current, medium-term, long-term marketing plans and sales forecasts for each type of product;

measures necessary for the effective interaction of all research, design, production and commercial services enterprises;

analytical information on the state of sales markets for OJSC Kazanorgsintez's products;

proposals for improving the organization of the distribution system, for service and preferential sales promotion.

The head of the marketing department has the ability to:

Submit for consideration and approval:

schemes for delegation of authority and responsibility on the issue of marketing, if necessary;

proposals for moral and material incentives for personnel for their personal contribution to the achieved economic results;

proposals for improving the organization of enterprise management;

proposals and documents on issues financial activities marketing services and other structural divisions.

Receive all the information of interest to him about the work of the joint-stock company from the head of any level.

Represent on behalf of the company in other organizations on issues within the competence of management.

Employees of this unit (marketing specialists) report to the head of the marketing department. They are appointed and dismissed from their positions by order of the General Director of the company on the proposal of the head of the marketing department. The organizational structure and relationships with other divisions of this department are presented in the appendix.

Persons with higher qualifications are appointed to the position of marketing specialist. vocational education no requirement for work experience.

The marketing specialist must know:

legislative, normative and legal acts regulating the financial, economic and commercial activity enterprises;

fundamentals of a market economy;

marketing research methods;

sources of information;

modern means of collecting and processing information (computer equipment, telecommunications, etc.);

the procedure for developing agreements and contracts for the supply of products;

fundamentals of production technology, enterprise management structure;

basics of office work organization;

ethics of business communication;

fundamentals of labor legislation;

Internal labor regulations;

rules and norms of labor protection;

enterprise standards.

Certification of a marketing specialist is carried out once every three years.

pledge successful development Enterprises and business prosperity are people, therefore Kazanorgsintez strives to create a corporate environment in which each employee could realize his professional capabilities with maximum benefit for himself and the company. They provide their employees with decent working conditions and material rewards.

All-Russian production volumes (Competitors):

In fact, 5 manufacturers are still present on the Russian polyethylene market. The sixth manufacturer, OOO "Sevilen" is actually a small enterprise, with a small share of production and sales of PE.

Of these, for the production of LDPE:

JSC "Tomsk Petrochemical Company". The raw material for the production of polyethylene is ethylene, produced from straight-run gasoline. AT this moment time management is carried out by OAO "Gazprom". The main operators for the sale of polyethylene produced by OAO "TNHK" are companies belonging to OAO "Gazprom" and AK "Sibur".

JSC "Ufaorgsintez" The raw material for the production of polyethylene is its own ethylene. Management is carried out by JSC "Bashneftekhim". Realization of polyethylenes through operators of OAO AK Sibur.

OAO Angarsk Polymer Plant. The raw material for the production of polyethylene is ethylene, produced from straight-run gasoline. Management is carried out by the structures of NK Yukos. Polyethylene is sold through trading house Yukos.

JSC "Salavatnefteorgsintez" Ethylene is the main raw material for production. Is in trust management OAO "Gazprom".

LLC "Sevilen" The main raw material for the production of polyethylene is ethylene, obtained through an ethane pipeline from OAO Nizhnekamskneftekhim.

For the release of PND:

LLC "Stavrolen" The raw material for the production of polyethylene is ethylene, produced from straight-run gasoline at own productions. Management is carried out by OOO "Lukoil-Neftekhim". Sales of polyethylene are carried out through OOO Lukoil-Neftekhim.

Consider the environment petrochemical industry in RF. In Russia, there was an increase in the number of manufacturers of products from polymer materials, in particular polyethylenes. The polymer materials market is developing rapidly, in particular, the volume of consumption in the field of polymer containers and packaging is increasing. The production and consumption of household products made of plastics is increasing. Recently, the food packaging market has been rapidly developing in Russia. In this regard, the production of containers and packaging for food products is growing. The main raw material for the manufacture food packaging are polyolefins, in particular polyethylenes, used for the manufacture of various films. During the period of demand, there is a significant shortage of these grades of polyethylene. Polyethylenes are in increasing demand for thin and strong films and their consumption remains stable even during periods of so-called low demand for polyethylenes.

On the Russian market polyethylene production, the prerequisites for the introduction of new polyethylene production capacities, as well as the renewal of the brand range, appeared. In the segment of new types of polyethylene grades Russian manufacturers significantly inferior to world manufacturers. In the last decade, the polyethylene consumption market has been significantly constrained in its development by the lack of domestically produced polyethylene.

Based on the above, manufacturing plants cannot have a significant impact on pricing. One of the manufacturers' enterprises that influences the sales policy is OJSC Kazanorgsintez, which sells independently the largest part of its products compared to other manufacturers.

The seasonal nature of products affects the pricing of the polyethylene market.

The most favorable periods in the sale of polyethylene are the summer months of the year, the end of spring and the beginning of autumn. This is due to the increased activity of producers of films, containers and packaging, which is associated with increased consumption of their products in the warm season. Scheduled overhauls of manufacturing plants, which take place during the summer period, also have a significant impact on the sales market. The shutdown of one of the producers leads to a sharp increase in demand due to the lack of polyethylene.

Taking into account the cost structure of polyethylene production, where the share of raw materials and energy carriers ranges from 55% to 75%, price policy and pricing will be a primary factor for those companies that own and/or have a direct connection primarily to primary raw materials - straight-run naphtha, butane gas mixtures, and ethane. Moreover, the latter types of raw materials are the most cost-effective for the production of ethylene and polyethylene, and provide significant flexibility in pricing commercial products.

In 2006, Kazanorgsintez sold products and services worth 15.5 million rubles. Polyethylene, polyethylene pipes, phenol, acetone, glycols remain the main types of products, generating more than 80% of all sales proceeds. Basic specific gravity- 73% in the sales structure is sales of products to the domestic market. The increase in sales to the domestic market was due to a more favorable market domestic markets the main products, as well as a decrease in services for the processing of tolling raw materials (processing).

The choice of deliveries to the domestic or foreign market is carried out in such a way as to maximize the profitability of sales and maintain a sufficient volume of exports to increase it under favorable conditions. In the reporting year, exports amounted to 20% products sold.

Services for the processing of tolling raw materials accounted for 7% of all sales. The decrease relative to 2004 (11%) is associated with an increase in the supply of purchased raw materials.

Compared to the previous year, the amount of products sold increased by 1,632.8 million. rubles or 13.8%. main reason growth in sales - an increase in prices for the company's products.

Kazanorgsintez's pricing policy is to set prices for products that would allow reaching the planned profit volume and capturing the maximum possible market share. When determining the price level, we take into account: market conditions, competitors' prices, production costs.

Consider the stages of the life cycle of goods. The life cycles of goods are very diverse, but it is almost always possible to distinguish the main phases. In classic life cycle product can be divided into five stages or phases:

Introduction or entry into the market. This is the phase in which a new product enters the market. Sometimes in the form of test sales. It starts from the moment the product is distributed and it goes on sale. At this stage, the product is still new.

Bisphenol, polycarbonate, etc. are at this stage at the enterprise.

growth phase. If the product is required in the market, then sales will begin to grow significantly. At this stage, there is usually an acceptance of the goods by buyers and a rapid increase in demand for it. Market coverage is increasing. New product information is passed on to new customers. The number of product modifications is increasing.

At this stage, there are polyethylene grades PE2NT05-5, PE2NT11-9, PE2NT22-12, PE2NT21-13, PE2NT26-16, film grades - PE2NT15-10, PE2NT17-5, PE2NT17-11.

Maturity phase. It is characterized by the fact that the majority of buyers have already purchased the goods. The product goes into the category of traditional. The quality of the goods and the smoothness of production are increasing. The service is being improved. Achieve maximum sales volume. Price competition.

At this stage are ethylene, polyethylene high pressure, low pressure polyethylene, ethylene oxide, phenol, etc.

saturation phase. Sales growth stops. The price is greatly reduced. But, despite the price reduction and the use of other measures to influence buyers, sales growth stops. The market coverage is very high. Companies seek to increase their sector in the market. The sales network is also no longer growing. The technology is one. At this stage, there is a high probability of repeated technological improvement of the product and technology. Often this stage is combined with the stage of maturity for the reason that there is no clear distinction between them.

5. Recession. A recession is a period of sharp decline in sales and profits. Sales may drop to zero or remain at a very low level. The main reason: the emergence of a new, better product or a change in consumer preferences. The bulk of consumers are conservatives with low solvency.

The company's sales are based on the following principles:

Providing preferential terms to regular consumers who purchase significant volumes of products for a long time;

Expansion of highly efficient sales markets and search for new consumers;

Establishing such prices for products that would allow reaching the planned profit volume and seizing the maximum possible market share. When determining the price level, the demand for the products of OJSC Kazanorgsintez, market conditions, competitors' prices, production costs are taken into account;

The choice of deliveries to the domestic or foreign market is carried out in such a way as to maximize the profitability of sales and maintain a sufficient volume of exports to increase it under favorable conditions.

In 2006 OJSC "Kazanorgsintez" exported products worth 2.8 billion. rub. in 27 countries of Europe and Asia. The main share in the structure of exports is occupied by HDPE and HDPE (75%).

In 2006, export earnings increased by 181 million rubles. (+6.9%). The main impact on revenue growth was the increase in polyethylene exports (+44% compared to 2005).

Main foreign markets the countries of the near abroad act - Ukraine, Belarus, Kazakhstan and Uzbekistan (61% of all exports). The markets of these countries are characterized by an increase in the consumption of chemical products and a higher level of prices in comparison with the world ones, in connection with which OJSC Kazanorgsintez considers this export direction as a priority.

Fig 2.1.1 Export structure of Kazanorgsintez OJSC by countries in 2006

Summing up, we highlight the competitive advantages of Kazanorgsintez OJSC:

) "Kazanorgsintez" is the only enterprise in Russia, which, since Soviet times, has been given the opportunity to obtain the basic monomer - ethylene, from low-cost ethane. This gives him competitive advantage compared to other polymer producers - ethane is three times cheaper than such feedstock sources as propane butane or straight-run gasoline.

) JSC "Kazanorgsintez" takes a leading position in the Russian market for polyethylene and polyethylene pipes;

) Established relationships with suppliers and buyers.

Year of foundation: 1963

Industry: chemical industry

Manufactured products: polyethylene, polyethylene pipes, phenol, acetone, ethylene glycols, ethanolamines, bisphenol, polycarbonate and other organic synthesis products

Revenue: RUB 79,021,773 thousand (2018)*

Net profit: RUB 19,913,410 thousand (2018)*

CEO: Minigulov Farid Gertovich




PJSC "Kazanorgsintez"— the largest domestic manufacturer of ethylene polymers and copolymers, leading enterprise chemical industry Russian Federation, which is of strategic importance for the development of the economy of the Republic of Tatarstan and is part of the TAIF OJSC group of companies. It produces more than 38% of all Russian polyethylene and is its largest exporter.


The history of the enterprise began in 1958, when a decision was made to build a plant. In 1963, the first tons of phenol and acetone were produced, and the plant became one of the operating chemical enterprises.

open joint-stock company Kazanorgsintez was established in 1993 in accordance with the privatization plan for the Kazan leased production association Organic Synthesis. Since the transformation, the enterprise has undergone a number of large-scale programs to modernize production facilities. Today, the plant has many years of experience in the chemical goods market, is largest producer polyethylene and polyethylene pipes price Russia |

Currently, polyethylene, polyethylene pipes, phenol, acetone, bisphenol A, polycarbonates are produced. There are 170 types of products in total. The volume of annual production is 1.6 million tons.


THE STRUCTURE OF THE COMPANY

• Plant for the production and processing of low-density polyethylene
• HDPE plant
• Bisphenol A Plant
• Polycarbonate plant
• Ethylene plant
• Plant of organic products and industrial gases
• Plant for the preparation and conduct overhaul

KEY SHAREHOLDERS**

as of September 30, 2019

56,32% - OOO "Telecom-Management"
21,18% - JSC "Svyazinvestneftekhim"
17,18% - PJSC Joint Stock commercial bank "AK BARS"

Terms of reference for the construction of the stand
PJSC "KAZANORGSINTEZ" within the framework of a single exhibition concept of GC TAIF OJSC at the 23rd international specialized exhibition
"Oil. Gas. Petrochemistry - 2016", September 7 - 9, 2016, Kazan

Description of works:
1. Development of the concept of representation of Kazanorgsintez PJSC at the exhibition, taking into account all requirements and the reserved area.
2. Installation and dismantling of the exhibition exposition, taking into account the developed concept and the requirements of the organizers.

Company PJSC "KAZANORGSINTEZ"
WEB-site www.kazanorgsintez.ru

Exhibition 23rd international specialized exhibition
"Oil. Gas. Petrochemistry - 2016"
Dates and place of holding 09/07/2016 - 09/09/2016, Kazan, JSC "Kazan Fair",
st. Orenburg tract, house 8

Place in the pavilion See Appendix 1 - layout
Building area 40m2 (height up to 5m)
Configuration, booth type Corner, open from 3 sides (see layout diagram)
Jointly within the framework of a single concept with OAO TAIF-NK 40 m2, PJSC
Nizhnekamskneftekhim 40 m2
Terms of payment 50% - advance payment, 50% - 10 working days upon completion of work

Logos of ONLINECONTRACT, Kazanorgsintez PJSC, General frieze of TAIF OJSC
The concept of 3 independent stands of Kazanorgsintez PJSC, Nizhnekamskneftekhim PJSC, TAIF-NK PJSC, made in the same style in the respective corporate colors of the companies and united by a single frieze with the logo of the TAIF group of companies.
The main idea of ​​the stand, tasks at the exhibition Presentation of Kazanorgsintez PJSC, which is part of the TAIF group of companies as a stable and dynamically developing enterprise, a reliable business partner. Search/attraction of new partners.
Expansion and strengthening of interregional and international business cooperation, contributing to the dynamic development of the industry.
Presentation of Kazanorgsintez PJSC products (granules: high and low density polyethylene, polycarbonate, pipes, liquid chemicals), as well as end products made from Kazanorgsintez PJSC raw materials.
The purpose of participating in the exhibition is to strengthen the image of the organization, to increase the recognition and status of the enterprise in the eyes of consumers and partners of the company.

Wishes on style Creative approach to the design of the exposition. The design and layout of the exposition should be decided with the wide use of modern exhibition technologies. The stand should be up to 5 meters high, as open as possible, express a desire to communicate with visitors and create comfortable conditions for this.
The design style is in the corporate colors of the companies (in accordance with the company's brand book) / see. link https://yadi.sk/i/Ado7ISIAs7WcE /, using the theme of ecology.

number of storeys

Stand planning solution The stand area is divided into open and closed zones (approximate ratio 80% - open; 20% - closed).
Open area (for simultaneous work of 3 employees) includes:
- 1 counter - reception, illuminated, equipped with shelves for documents from the inside; 3 comfortable bar stools for 3 employees;
- an area (not closed) for negotiations with comfortable easy chairs and tables (planned furniture - 2-3 tables + chairs (do not include furniture in the utility room).
- podiums (racks) with illumination or shelves (niches) for product samples (granules of polyethylene, polycarbonate, etc. products) (8 pcs.)
The restricted area includes:
utility room (negotiation room) about 9 meters m2 (3x3m) with a cooler (non-carbonated drinking water in the amount of 2 bottles), a table with 4 comfortable chairs, a closed cabinet with shelves, a hanger, a wastebasket
The floor is a minimum rise with lighting around the entire perimeter, the coating is artificial turf or carpet.
Lighting, accents - the stand should be creatively and maximally illuminated, there should be light dynamics.
Stand color solution Based on corporate identity and colors - more light, harmonious use of corporate colors.
1. The main logos of enterprises should be three-dimensional and with internal illumination (see attachment)
2. Brand color - pantone 336C (green), white color
Information content of the booth (additional equipment) The booth can contain:
Constructions, information panels with diagrams, tables, etc. (possibly with light diodes), stands-podiums for demonstrating products with illumination.
Additional equipment: multimedia effects
- Video screen (video wall 9 screens) (LED) for demonstration of image films. A laptop.
- Modern touchscreen for displaying information about Kazanorgsintez PJSC
- Provide a specialist serving the video wall and touchscreen
Additional conditions The contractor must meet the following criteria:
1. Legal entities are residents of Russia.
2. Experience in the organization exhibition events and construction of stands for at least 2 years.
3. Availability of qualified personnel included in the state.
4. Implementation of at least 5 exhibition projects for Last year(provide photos of projects and information about them).
5. Compliance with the safety requirements of the materials used in the installation of the exposition, the availability of fire safety certificates.
6. Availability of a certificate R-ISO 9001-2008 in relation to the organization and maintenance exhibitions, design and construction of exhibition stands.
7. Availability of permits for electrical work and work at height from specialists involved in the installation of the relevant elements of the stand.
8. The participant must own or have guaranteed access to the main types of mechanisms and equipment necessary to perform work on the subject of the tender, which must be in working condition.
9. The performer of works is obliged to be accredited by the organizer of you-bid, and is obliged to conclude supplementary agreement about responsibility during installation/dismantling works at the exhibition site.

The right of PJSC "KAZANORGSINTEZ" to accept or reject the tender offer if:
- the Participant's experience, technical and personnel equipment does not meet the requirements established by the Organizer;
- not all documents required by the terms of reference are submitted;
- the applicant refused to give clarifications on the submitted documents;
- Incorrectness was found in the documentation submitted by the applicant, deliberate distortion of information, etc.

Characteristics of Kazanorgsintez enterprise

About the company. OJSC Kazanorgsintez is a Russian chemical company and a chemical enterprise of the same name, the country's largest producer of polyethylene. The territory of the enterprise is 4.2 km 2 (single industrial site). Since its founding, the company has been operating without interruption. OJSC Kazanorgsintez consists of following productions having a common transport, energy and telecommunications infrastructure:

• · Ethylene plant (including production of phenol and acetone)
• Plant for the production and processing of low-pressure polyethylene (HDPE)
• Plant of high-pressure polyethylene (LDPE)
• Plant of organic products
• Plant for the production of nitrogen, oxygen and cold
• Plant for preparation and overhaul
• Ancillary production.

Manufactured goods: organic synthesis products: high and low pressure polyethylene, phenol, acetone, glycols, ethanolamines, corrosion inhibitors, textile auxiliaries, coolants, polyethylene pipes and fittings for water and gas pipelines, polypropylene bags and soft containers of the BIG BAG type . The range of commercial products includes over 300 different brands.

Shipment of products is carried out by rail and by car. Over 25% of manufactured products are exported.

Company history 1958 At the plenum of the Central Committee of the CPSU, a decision was made to accelerate the development of the chemical industry. By the decision of the Council of Ministers of the RSFSR of July 14, 1958, the directorate of the plant was approved.

• 1959 year. The construction of industrial facilities of the first stage of the plant has begun.
• 1963 year. The enterprise has established production of phenol and acetone.
• 1993 year. State Production Association"Organic Synthesis" was transformed into an open joint stock company "Kazanorgsintez".