home Business Formation of product range. Formation of an assortment of goods that ensures satisfaction of customer demand. A wide range of products allows

Formation of product range. Formation of an assortment of goods that ensures satisfaction of customer demand. A wide range of products allows

Keywords: breadth, completeness, updating, etc., management of the range of goods (for example, food or non-food products)

Range– this is a set of goods combined according to a certain characteristic (by purpose, by age and gender, by material, etc.).

Types of assortment. It can be commercial or industrial. Trade assortment – sold in wholesale and retail trade. Industrial range – produced at an industrial enterprise. The trade range is always wider. But if the company has its own specialized store, then the assortment will be the same.

The assortment is: simple, complex, narrow, wide, group, specific and brand.

Simple – characterized by a small number of features (for example, stationery).

Complex – characterized by a large number of features.

A narrow assortment is a set of goods of one type, one group or subgroup (umbrellas, ties, etc.), i.e. narrow and specialized.

A wide assortment is a set of goods from several groups (supermarket, department store, market), i.e. highly specialized.

Group – characterized by a set of goods of a certain group.

Specific – characterized by a set of goods of certain types (for example, umbrellas).

Branded – characterized by a set of goods of a certain brand (for example, Stinol refrigerators).

Assortment indicators. These include: assortment structure, assortment breadth, assortment completeness, assortment stability, assortment renewal and rate of product assortment renewal, as well as assortment depth.

1. Assortment structure– this is the quantitative ratio of various groups and subgroups of goods in trade turnover, expressed as a percentage or in money. The structure is:

Rational – i.e. one that satisfies consumers (consumer demand).

Actual – i.e. one that is characterized by the actual availability of goods.

Preferred – i.e. one that is identified in the process of studying demand.

The rational structure is determined by the rationality coefficient: K R = or K R =, where K R 1.

A rational structure is capable of meeting the needs of the population with a minimum number.

2. Breadth of assortment is the number of types and varieties of goods that satisfy consumer demand.

The breadth of the assortment is determined by calculating the breadth coefficient: K Ш = ;

The basic indicator of breadth is taken as the indicator of these standards (domestic and international), indicators of enterprises and firms according to their catalogues, etc.

3.Complete assortment- this is the ratio of the actual number of types of goods to the quantity assumed by contractual obligations or assortment list.

The completeness of the assortment is calculated by determining the completeness coefficient: K P = ;

4. Stability of the assortment- These are fluctuations in breadth and completeness over a certain time, and are associated with the rhythm of delivery.

The stability of the assortment is determined by the stability coefficient: K U = ;

5. Assortment update- This is a replenishment of new goods.

Renewal of the assortment is characterized by the degree of renewal, and is expressed as a percentage: O A = %;

6.Update rate– is determined for the goods to which it relates and which have a certain service life (shoes, shirts, etc.).

The renewal rate is determined by the formula: T O =%.

Assortment factors. They can be divided into 3 groups: 1). Socio-economic factors. These include: - demographic information shifts; - growth of material condition (stratification); - cultural level; - fashion and prestige; - geographical and climatic conditions; - seasonality; - national characteristics; - professional visibility. 2). Methodological factors. These include: - validity of the application;

Correct study of demand; - study of the consumer and manufacturer.

3). Organizational and technological. These include: - completeness and novelty; - scientific and technical progress; - standardization and unification.

Product assortment management is an activity aimed at creating an optimal assortment structure. Optimal assortment is an assortment that, with a minimum quantity, satisfies the maximum needs of customers (consumer demand)

Range- a large collection of goods united by a common characteristic (raw materials, purpose, manufacturer, etc.), within which smaller aggregates are distinguished that differ in other characteristics. Thus, the assortment is a system of individual elements, combined into groups according to one particular characteristic. There are certain connections between the groups. Relationships between two elements are usually identified through some classification system.

There are industrial and commercial, simple and complex, enlarged and expanded, combined and mixed assortments of goods.

Industrial range is a set of goods produced by an industry, an enterprise or other manufacturers (catering enterprises, private entrepreneurs, custom tailoring studios, etc.). As a rule, enterprises produce a small number of items of goods, which allows them to improve the manufacturing technology of these goods, improve their quality, improving consumer properties, i.e., enterprises produce a small range of goods that do not differ in the variety of types and varieties.

Trade assortment represents a set of goods sold in a retail chain. A trading network is a collection of all trading enterprises (wholesale and retail) engaged in the sale of goods.

The trade assortment includes a set of goods produced by domestic and foreign manufacturers. It is more diverse than industrial.

The trade assortment can be considered in relation to one or several retail enterprises, or to the entire distribution network. The assortment of a trading enterprise is represented by the range of goods that the enterprise sells.

The assortment of a trade enterprise determines its type (department store, supermarket, grocery store, etc.). In stores of the same type, but with different sales areas, the assortment differs in the number of groups and types of goods. In this case, trading enterprises are divided into universal and specialized, stores with a combined and mixed assortment.

The range of goods presented at a trading enterprise determines the form of trading services.

If the assortment is represented by types of goods that are classified according to no more than three criteria, then such an assortment is called a simple assortment of goods (vegetables, table salt, laundry soap, etc.).

Types of goods that are classified into varieties according to more than three criteria, together make up a complex assortment of goods (shoes, clothing, etc.).

The division of the assortment into enlarged and expanded is based on a scientifically based system of classifying goods into classes, groups, types and varieties.

For example, when studying the assortment of clothing, first all household clothing is classified into groups (outerwear, light dresses, linen items, hats), then into subgroups (for example, in the group of outerwear - coats and suits).

Subgroups are divided into types of products according to the following criteria: type name, gender, age, season of wear, upper material, intended purpose.

According to the style and complexity of processing, the species are divided into varieties. The style is characterized by style, silhouette and cut.

The assessment of an enlarged assortment comes down to establishing the quantitative relationship between individual groups of products and the characteristics of these groups.

A group of goods should be combined according to a number of characteristics: purpose, design features, etc. Thus, clothing is divided into groups according to purpose, and into subgroups according to model and design features.

The expanded assortment is studied according to the types of products presented. Signs of dividing types of clothing into varieties are the style and complexity of processing.

Combined assortment is a set of several groups of goods that are connected by a common demand and satisfy individual needs. For example, the Men's Clothing store sells a combined assortment.

Mixed assortment is a collection of non-food and food products of various groups. The mixed assortment is represented, as a rule, by the largest number of groups and types of goods.

1. Types of assortment

2. Product range

3. Formation of assortment

4. Assortment planning

5. Assortment structure

6. Commodity range

Deciding on the breadth of product range

The decision to increase the product range

The decision to saturate the product range

Product nomenclature decisions

Range — This composition of homogeneous products by type, grade and brand.

Range- This a list of types and varieties of products and goods, distinguished by individual indicators (characteristics).

Range — This composition and ratio of various types of products, goods, services in manufacturing and trading enterprises; a list of types and varieties of products and goods, distinguished by individual indicators (characteristics).

Types aassortmentA

A distinction is made between a range of services, a range of products and a trade range:

range of services - a set of services offered to consumers. Based on the level of detail, the range of services is divided into three main types: group, specific and intraspecific.

Product range - composition, ratio of individual types of trade items in products enterprises, industry, group of goods, taking into account their quality and grade.

In market analysis, the characteristics of the assortment are: width, depth, stability and height of the assortment.

Assortment of goods is a group of goods related to each other either due to the similarity of their scope of functioning (application), or within the same price range.

Assortment of goods - according to GOST R 51303-99 - a set of goods combined according to any one or a set of characteristics.

It is customary to distinguish between group and expanded assortment (nomenclature). A group assortment is a list of various types of products for industrial purposes and consumer goods; Detailed A. is understood as the composition of products and goods of the same type, distinguished by individual characteristics - brands, profiles, article numbers, models, styles, heights, sizes, colors, designs, packaging, recipes, packaging, etc.

In modern conditions of a market economy in the Russian Federation, the range of various goods has increased many times, a significant part of which is represented by products of insufficiently high quality and does not meet modern world requirements.

Errors in selection product, ignorance of its properties, characteristics, storage conditions, transportation, incorrect assessment of its quality can result in major losses and damages for a businessman. Therefore, future businessmen basic understanding of commodity science of various groups of goods is necessary.

Market success is now the main criterion for assessing the activities of domestic enterprises, and their market opportunities are predetermined by a properly developed and consistently implemented product policy. It is on the basis of studying the market and the prospects for its development that it receives initial information to resolve issues related to the formation of the assortment, its management and improvement.

A strategic approach is required to solve the problems of commodity policy at any economic level. This means that any decision in this area must be made not only from the point of view of current interests, but also taking into account how it “works” for the ultimate goals. This approach requires concentrating efforts on the main areas.

Product range

A set of goods offered by the manufacturer on market, called assortment.

The nomenclature, or product range, is the entire set trade items, produced by the enterprise. It includes various types of goods. The type of product is divided into product groups (types) in accordance with functional features, quality, and price. Each group consists of assortment items (varieties or brands), which form the lowest level of classification.

A wide range allows you to diversify products; cater to different requirements consumers and encourage one-stop shopping. At the same time, it requires the investment of resources and knowledge in various product categories. A deep assortment can meet the needs of different customer segments for one product; maximize the use of space in retail outlets; prevent the emergence of competitors; offer range prices and encourage dealer support.

However, it also increases the costs of holding inventory, modifying products, and fulfilling orders. In addition, certain difficulties may arise in differentiating between two similar product lines. Typically, comparable assortments are easier to manage than disparate assortments. It allows the company to specialize in the field market analysis and production, create a strong image and ensure stable relationships in distribution channels. However, excessive concentration can make the enterprise vulnerable to threats from the external environment, fluctuations in sales, and slowing growth potential due to the fact that the entire emphasis is on a limited range of products.

Nomenclature literally means a list of names. Thus, the product range is a list of names of products manufactured by the enterprise. As for the product range, this is a list of groups of goods offered by a specific seller. it can offer customers products from one or many manufacturers, using the product range of each of them in full or in part. Nomenclature as an economic category has an integrated character. We can talk, for example, about men's, women's or children's shoes, bedroom or dining sets, televisions or tape recorders, caramel or chocolate. Essentially, these are assortment groups, and the product range is a list of assortment groups of products or goods.

Product range literally means a selection of items, a set of their names according to some characteristics. From this point of view, the range can be simple or complex, narrow or wide. This classification provides for the identification of groups of homogeneous products or goods based on type, variety, brand, etc. Assortment groups are formed within which items have a certain similarity. And you can also distinguish between the range of products (the UFO is produced by the enterprise) and the range of goods (what is offered consumers by this seller).

The group assortment of goods shows a list of enlarged product groups that make up the product range. So, a grocery store can sell gastronomic and grocery products, and a sporting goods store can sell summer and winter sports equipment.

The product assortment reflects the presence of a number of types in a product group. For example, dairy products may contain kefir, cream, cottage cheese, etc. Men's footwear includes such concepts as boots, boots, shoes, sandals.

The intraspecific assortment of goods represents varieties of products, dividing the species into parts. Thus, cottage cheese can be of different degrees of fat content, samovars can be of different capacities, shoes can be of different styles, fabrics can be of different colors, etc. The intraspecific assortment of goods may have different depths of development and detail. In this sense, we can talk about the degree of complexity of the assortment. For example, medications used for a specific human disease can be presented for external or internal use, in the form of tablets or liquids, have different packaging, packaging, etc.

In relation to industrial enterprises, a production range of products is established, and in relation to trading enterprises - a trade range of goods. The first of them reflects the specialization of the enterprise and serves as the basis for concluding supply contracts. In the second case, there are grounds to judge the extent of the ability of a trading enterprise to satisfy the needs of the population and distinguish between specialized and universal trading enterprises.

With good reason, the stated provisions on the nomenclature and range of products can be attributed to the performance of work and the provision of services, in relation to which groups, types, and subtypes of products are also distinguished.

Planning of nomenclature and product range can and should be based on knowledge businessman needs market and his condition. Such knowledge is achieved as a result of an activity called market analysis. Many definitions are used to analyze market conditions at different times and by different authors. Taken together, all of them, despite the variety of formulations, come down to one judgment - market research, demand analysis, sales, ensuring the most complete satisfaction of social needs. Satisfaction, in turn, is achieved by the development and production of new products that meet current demand, and by establishing communications sales products, creation of service services accompanying the use of the product.

The product range includes certain types of goods.

The type of product is divided into product groups in accordance with functional features, quality and price. For example, book publications can be divided into the following assortment groups: scientific literature, popular science, industrial and instructional, educational, program and methodological, fiction, children's, official documentary, reference, socio-political literature.

Each assortment group consists of assortment items, which are the simplest unit of structure. For example, educational literature is divided into textbooks and teaching aids.

A product range is characterized by breadth (the number of product groups), depth (the number of items in each product group) and comparability (the relationship between the product groups offered in terms of consumer community, end use, distribution channels and prices).

Formation of assortment

Forming an assortment is the problem of selecting specific goods, their individual series, determining the relationships between “old” and “new” goods, single and mass-produced goods, “high-tech” and “ordinary” goods, embodied goods, licenses and “know-how”. When forming an assortment, problems arise in setting prices. politicians, requirements for product quality, definition of guarantees and level of service, etc. It is also important to determine whether the manufacturer is going to play a leadership role in creating fundamentally new types of products or is forced to follow other manufacturers.

The formation of the assortment is preceded by the development of an assortment concept by the enterprise. It represents the targeted construction of an optimal assortment structure and product offering, while, on the one hand, the consumer requirements of certain groups (market segments) are taken as a basis, and on the other hand, the need to ensure the most efficient use of raw materials, technological, financial and other resources by the enterprise in order to produce a trade item at low cost.

Assortment planning

Assortment policy - determining the set of product groups that is most preferable for successful work on the market and ensuring the economic efficiency of the enterprise as a whole.

Assortment tasks politicians may be different. This:

satisfying consumer demands is one of the basic principles of market analysis, which corresponds to the task of deep segmentation and differentiation of the market and ensures close communication with consumers;

optimal use of technological knowledge and experience of the enterprise;

optimization of the financial results of the enterprise - the formation of the assortment is based on the expected profitability and profit margin, which is more common in practice work enterprises, however, it can be justified in case of difficult financial situation, lack of alternatives, etc.;

winning new customers by expanding the scope of the existing production program. This approach is quite conservative, since it is designed for short-term results and involves extending the life cycle of obsolete publications by finding new markets;

compliance with the principles of flexibility through diversification of areas of activity of the enterprise industry printing and inclusion of non-traditional industries;

compliance with the principle of synergy, which involves expanding the areas of production and services of the enterprise, interconnected by a certain technology, uniform personnel qualifications and other logical dependencies.

A wide range of products strengthens the company’s market position and expands sales volume.

The assortment policy determines the optimal ratio of a set of publications that are different in life cycle stages, but are simultaneously on the market. Optimization of the range of publications that are simultaneously on the market, but differ in the degree of novelty, allows enterprises in the printing industry to be guaranteed relatively stable general conditions for ensuring sales volumes, coverage costs and achievements arrived.

The assortment strategy can also be built in the following areas.

Products collected in a group, which is formed in accordance with their similarity in one or more characteristics, are called “assortment”.

Types of assortment

The generally accepted division of assortments according to who created them includes product and industrial groups.

Industrial becomes the result of the activities of a manufacturing enterprise or several companies operating within the same industry. This type of assortment is sold by the company itself, and on its basis, individual wholesale and retail trade organizations form their own assortment.

Types of assortment are studied and used in their activities by marketers, since their tasks include organizing procurement and promotion of the product.

The product range is usually called the one presented in wholesale and retail stores. That is, these are goods that are sold in one place, produced by several manufacturers and have different purposes. There are situations when it is presented with the products of one manufacturer, for example in branded stores.

The main types of assortment, their volume and structure are directly influenced by factors such as consumer demand, its dynamics and trends.

Products of different origins offered on the market to satisfy the same need are called consumer product lines. These products may differ in certain parameters or in price.

What is breadth of product coverage?

This term characterizes how fully the formed types meet the expectations and needs of clients. Based on how the breadth of product coverage can be characterized, assortments are distinguished:

All these types of assortment, their distinctive features and specifics are described in more detail below.

Characteristics of assortment subgroups

If a product presented by a manufacturer or trading enterprise can be classified according to a minimum number of characteristics (three), it is called simple. This definition is recorded in GOST. Many stores that prefer to sell everyday goods rely on such an assortment. The types of assortment also depend on the income level of customers.

Sellers who form this type of assortment count on buyers with low incomes and locate their enterprises in their places of residence. An example would be a village store selling bread.

In the case when classification can be carried out according to a larger number of characteristics, they speak of a complex assortment. Different types of large retail trade organizations (department stores, hypermarkets), as well as wholesale centers create an assortment of this type.

Variety of assortment

An enlarged assortment represents products united by some common feature or set of characteristics. These are often features related to functionality or social purpose. The organizational structure of the enterprise is formed on the basis of the enlarged assortment.

When the assortment of goods includes a large number of their varieties, it is called expanded. These types of product assortment take place in Here the seller offers various brands, subgroups and types of goods, their varieties and names. A feature of the expanded assortment is the relatively small number of groups into which homogeneous products are combined.

Features of accompanying and mixed assortment

Related products are products whose functions are classified as auxiliary, that is, their sale is not the main source of income for the organization. An example of this type of organization of trading activities is the availability of soap and other household goods in a grocery store.

The mixed type assortment is distinguished by a very wide variety of products with different functional purposes. This approach is used by stores offering both food and non-food products.

Other types of assortment

A more detailed classification identifies several more categories into which the assortment is divided. The types of assortment, based on how fully they satisfy the needs, look like this:

Rational - within its framework, products are offered that are designed to adequately satisfy consumers, which contributes to the achievement of the company's goals.
Optimal - for its formation, goods are needed that will not only meet consumer needs, but will also be useful for them. The specificity of this type of assortment is that the costs of design, production and sales of its products are reduced to a minimum. Products belonging to the optimal range are extremely competitive.

Depending on what needs the range is intended to satisfy, it is called:

real;
predictable.

The first is characterized by the fact that the necessary goods are available from the manufacturer or trade organization.

The second is a list of products that can satisfy needs that have not yet arisen (anticipated).

Assortment and novelty of goods

The well-being of any enterprise depends on the extent to which its product meets the interests of the consumer. Demand is influenced by a number of factors, including socio-economic, demographic, trade and organizational, national, as well as random market influences.

Brand new.
Improved.
Modified.
A product of market novelty.

It is necessary to distinguish between the concepts of “modernized” and “modified” goods. Updating a product is considered a modernization, and changing its properties or replacing them is already a modification. In addition, the situation in which a new product is released, but an obsolete product continues to be produced, is considered as differentiation.

Product range - a set of their types, varieties and varieties, united or combined according to a certain characteristic. The main grouping characteristics of goods are production, raw materials and consumer. The assortment should have the most attractive effect on customers.

Formation of product range – the process of selecting and establishing a product range that meets customer demand and ensures high profitability of the trading enterprise. The most important principle of forming a product range is to ensure its compliance with the nature of the demand of the population served by the enterprise’s clients. It should provide for comprehensive satisfaction of customer demand within the selected market segment. In this regard, the range of goods offered to customers must have sufficient breadth and depth. At the same time, the breadth of the assortment is determined by the number of product groups, subgroups and names of goods included in the nomenclature, and the depth is determined by the number of varieties of goods for each item.

Nomenclature, or product range , is the entire set of products produced by the enterprise. It includes various types of goods. The type of product is divided into assortment groups (types) in accordance with functional features, quality, and price. Each group consists of assortment items (varieties or brands), which form the lowest level of classification.

A wide range allows you to diversify products; cater to different consumer requirements and encourage one-stop shopping. At the same time, it requires the investment of resources and knowledge in various product categories. A deep assortment can satisfy the needs of different customer segments for one product; maximize the use of space in retail outlets; prevent the emergence of competitors; offer a range of prices and encourage dealer support. However, it also increases the costs of holding inventory, modifying products, and fulfilling orders. In addition, certain difficulties may arise in differentiating between two similar product lines. Typically, comparable assortments are easier to manage than disparate assortments. It allows an enterprise to specialize in marketing and production, create a strong image and ensure stable relationships in distribution channels. However, excessive concentration can make an enterprise vulnerable to threats from the external environment, fluctuations in sales, and slowing growth potential due to the fact that the entire emphasis is on a limited range of goods.

Nomenclature literally means a list of names. Thus, the product range is a list of names of products manufactured by the enterprise. As for the product range, this is a list of groups of goods offered by a specific seller. The seller can offer customers products from one or many manufacturers, using the product range of each of them in full or in part. Nomenclature as an economic category has an integrated character. We can talk, for example, about men's, women's or children's shoes, bedroom or dining sets, televisions or tape recorders, caramel or chocolate. Essentially, these are assortment groups, and the product range is a list of assortment groups of products or goods.

Assortment features of product groups are being formed, within which objects have a certain similarity. And you can also distinguish between the range of products (soap is produced by the enterprise) and the range of goods (what is offered to consumers by this seller).

1. Assortment groups by location of goods:

For industrial enterprises it is established production range products, in relation to trading enterprises - a commercial assortment of goods. The first of them reflects the specialization of the enterprise and serves as the basis for concluding supply contracts. In the second case, there are grounds to judge the extent of the ability of a trading enterprise to satisfy the needs of the population and distinguish between specialized and universal trading enterprises.

Trade assortment– a list of goods formed by the organization taking into account demand, material and technical base and the specialization of the store.

2. Assortment groups by breadth of product coverage:

Group assortment products shows a list of enlarged product groups that make up the product range. So, a grocery store can sell gastronomic and grocery products, and a sporting goods store can sell summer and winter sports equipment.

Species assortment goods reflects the presence of a number of types in a group of goods. For example, dairy products may contain kefir, cream, cottage cheese, etc. Men's footwear includes such concepts as boots, boots, shoes, sandals.

Intraspecific assortment goods represents varieties of products, dividing the type into parts. Thus, cottage cheese can be of different degrees of fat content, samovars can be of different capacities, shoes can be of different styles, fabrics can be of different colors, etc. The intraspecific assortment of goods may have different depths of development and detail. In this sense, we can talk about the degree of complexity of the assortment. For example, medications used for a specific human disease can be presented for external or internal use, in the form of tablets or liquids, have different packaging, packaging, etc.

Simple– a set of goods represented by a small number of groups of types and names that satisfy a limited number of consumers.

Difficult– the set of goods is represented by a significant number of groups, types of varieties of items that satisfy various needs.

Expanded– a set of goods that includes a significant number of groups, subgroups, varieties of names, but differing in individual characteristics.

Related– a set of goods that performs auxiliary functions and is not one of the main ones.

Mixed– a set of goods from different groups, characterized by a wide variety of functional purposes.

3. Types of assortments according to the degree of consumer satisfaction:

Rational assortment– a set of goods that most fully satisfies realistically justified needs that provide maximum quality of life at this stage.

Optimal– a set of goods that satisfies real needs with the maximum beneficial effect for consumers at minimal cost.

4. varieties of assortment according to the nature of needs:

Real– an actual set of goods located in the seller’s store.

Projected- a set of goods that can satisfy expected needs.

Training– a set of goods for studying and achieving educational goals.

Classification characteristics of the product range: