100 Ways to Make Money in Tough Times Popov Alexander

How to create a popular brand

If you have come into business for a long time, you need to create your own brand. On the one hand, it makes your product recognizable, recruits new customers and makes old ones come back to you. But on the other hand, the owner of the brand cannot be hackneyed. Those who bought a low-quality product once will not return to this brand. The same actions lead to both failure and victory.

Do not repeat other people's brands, do not copy their ideas: no matter how good your product is (it may even be better than the original), everyone will always remember the one who staked out this place first. For example, beer "Klinskoe" was the first on the market to position itself as "youth". The rest of the brewing giants soon reacted, and today all beer monsters have their own "youth" beer, but nobody knows these brands. They came to the territory that Klinskoye had already staked out.

Try to make your brand stand out from the rest. One of the well-known pharmacy chains entered the market when it was already densely filled. This network was far from the first, but it was she who first started round-the-clock trading, organized the sale of related products for beauty and health, and was the first to actively use advertising. As a result, according to the latest polls, this network is the market leader.

There are many such examples. But it's much more interesting to analyze the errors. Perhaps the most indicative in this regard was the exit to Russian market another cellular network - "Indigo". If you dig into your memory, you may recall an attempt by an American company a few years ago to unite under a single brand name its firms operating in the mobile sector.

Indigo was going to compete with three large mobile operators, and st O so to say that she had enough opportunities for this, and the market would have easily accepted another network.

The American company had about fifty regional operators on the territory of Russia and several neighboring states, and its licensed zone covered 50% of the territory of our country.

But instead of promoting a single brand, the owners began to feel sorry for the old brands, explaining that no one knows Indigo yet, and the names of the old companies have proven themselves well and are popular. As a result, several brands were promoted simultaneously, but under one "roof". Having sufficient funds to promote a new brand, the company decided to save money and keep old customers. As a result, today there is neither Indigo, nor most of the old regional operators.

This example shows that even big money cannot create a good brand name if there is no clear and well-considered development strategy.

But branding is not only an idea, but also a long and complex process in which mistakes are undesirable. However, observing such giants of the world market as Coca-Cola and Pepsi, we see that there were more than enough mistakes in their strategies. Because of the wrong moves, they suffered colossal losses. So no one is immune from mistakes, even those who seem to be super-professionals.

Recent trends, first American and European, and now Russian, are that global brands in the minds of consumers are changing to local brands, often not national, but regional or even urban. In some European countries, the share of local brands in certain sectors of the economy already exceeds 30%. Ten years ago, something like this could not have been imagined. There is a rigid segmentation of the market, and the consumer increasingly prefers “his own, dear”. This is very good news for small businesses.

Maintaining local brands requires significant less expenses... There are savings on logistics (you do not need to deliver anything from another continent), and on warehousing, and on customs clearance, and on advertising, which costs many times more in the national media if you count on the consumer covered by the advertisement.

This trend is already noticeable, but anyone who correctly approaches the creation of their own brand still has a very big chance to become a very significant brand in their city or region. The cost of creating and launching a new brand on the market is constantly increasing, and, despite the crisis, this trend will only intensify.

In the USSR, they first started talking about trademarks in 1962. Then the Resolution of the Council of Ministers of the USSR "On Trademarks" was issued, which later, in 1974, was supplemented by a special provision of the Council of Ministers of the USSR.

Today this area is regulated by the RF Law No. 3520 - 1 of September 23, 1992 “On Trademarks, Service Marks and Appellations of Origin of Goods”.

The right to a trademark is protected by law, and no one can steal it from you. Meanwhile, even the very name of the popular brand today is O it is more than all the equipment of the factories where this product is produced.

But we are still far from this, so let's talk about where to start creating our own brand... You must have a clear idea of ​​the audience your product is intended for. The brand, for example, "Cool" is unlikely to appeal to an aged audience, and young people will indifferently pass by a product called, say, "White Acacia".

Having chosen the right audience, you can start thinking up or choosing a word for the name of your product. It should:

- to represent the merits of the goods;

- be short (preferably no more than seven letters);

- to have novelty, otherwise it is already taken.

The product has been released, the name has been invented for it, now it is necessary to promote it to the market. It's time to get into advertising. Advertising in almost any business is a very expensive item. These costs are especially critical for young businesses. Especially in a crisis ...

This text is an introductory fragment. From the author's book

I.3. Application of CCP by organizations engaged in trading activities I.3.1. The use of cash registers in settlements with the population Cash registers are one of the instruments of state control over cash circulation, timeliness of posting

From the author's book

III. Accounting in organizations engaged in trading activities III.1. Documenting trading operations In accordance with clause 1 of Art. 9 of the Law on Accounting and clause 12 of the Regulations for maintaining accounting and accounting statements in Russian

From the author's book

HOW TO CREATE YOUR BRAND How do you create your brand? And how do you avoid destroying it? I am sure that my answer will no longer surprise you: “Applying the 4 Foundations of Trust and 13 Behaviors at the organizational and market level.” But you may be surprised by the following: I am quite convinced that if your

From the author's book

Chapter 9 HOW TO CREATE YOUR OWN TRADEMARK AND REMOVE ALL COMPETITORS Many, hearing the word "negotiations", immediately get scared. It's just not clear why. Negotiation is one of the most natural human activities. We do this every day: with family, when

Huge companies like General Motors or Procter & Gamble spend over a billion dollars each year in marketing and advertising work for own goods, and what can you spend for these purposes, being the owner of a small business? Of course you can do some things.

However, if you are the owner of a progressively growing own business, even at home, your spending on these needs can be minimized, or even nil, without affecting the natural achievement of marketing success. How?

Through the application of the so-called rolling marketing, the result of which is the creation of your own brand.

Creating your own respected and popular brand is the dream and goal of any marketer's work, because it is good brand best represents your products and services on the market, provides the necessary height in the eyes of the public, and also creates in the public the feeling and awareness that everything you produce, sell and offer is worthwhile.

And since you are the owner of a small business, your customers - both actual and potential - turn to you personally as their partner or supplier. That is why small business owners should care about their own brand as much as about their own image, and vice versa.

How to start creating your own brand?

And immediately from all their representative materials, which seem to say: "Here I am!" - namely, from packaging materials. Make sure that all your paperwork headers, covers, envelopes, thank you cards, coupons, discount cards, etc., speak confidently and meaningfully about you and your business and leave a lasting positive impression.

For a paper background, choose light color tones - blue, pink, light gray - so that all your correspondence stands out from the rest of the papers on the table of your client or partner.

Work on graphic design until you create a pleasing and tempting image of the package, so that it will be remembered better than others.

Do not leave a blank back side of your business card, but in the original graphic design, state on it information confirming your competence in the field of activity and your friendly attitude towards customers.

Next, be very selective in the way you present yourself in telephone conversations. Remember that optimism and good mood are usually contagious. When calling customers, when answering phone calls, in all situations, be cheerful and upbeat.

For example, my answering machine tells a client that if he hears this message, then most likely I am outside my desk, and most likely I am babysitting my children.

For all its seeming absurdity, this message is quite original and warm, and most importantly, memorable. Use your imagination and the rules of mnemonics, the knowledge of which can provide you with an essential service.

Finally, elevate yourself to the rank of expert in your field. How can this be achieved? For most people, an expert is a person in a suit, with his own business card and advertising brochure under his arm, claiming to be the consummate expert.

So start by putting all of these elements into practice. Add on business card the words "Specialist-consultant", speak more often at events where your potential clients may be - at commercial meetings, presentations, at conventions of associations, public events and especially at events held in organizations directly related to your field of activity.

Join alliances of entrepreneurs in the line of your activities, create strategic partnerships with their members. Finally, communicate with other businessmen via the Internet. Lecture at local educational institutions, write articles for newspapers and magazines, introduce yourself to publishers and reporters as an expert in your field.

Small business, as well as, is nowadays a fairly young industry, the success of which to a large extent depends on the personal abilities and efforts of its owner, that is, on you. And it is your task and primary duty to create a good trademark for your business - necessary condition existence and success.

Clothing brand: development information for beginners

In this article I will tell you how to create a clothing brand, organize production and build a sales system using the example of locating production in Russia or in China, Vietnam (on this issue you can contact me for a separate consultation), of course, you cannot tell all the nuances, but any business idea requires specifics, so if you have any questions, you can ask for a separate business consultation for the owners.

Of course, sales are key - you can buy ready-made clothes or order tailoring in China or Vietnam, but in any case, you will face the promotion of your brand and subsequent implementation.

So, you have an idea to promote your clothing brand to the Russian market or you are just wondering how to create a clothing brand, perhaps for adults, perhaps for children, perhaps only for men or for women, perhaps ... you can choose any segment, but in any case you need to resolve issues:

Information on creating your own clothing brand

• The golden mean for the quality of clothing: the composition of the fabric.
• Assortment line.
• Building a sales system.

And this is just the beginning: creating and developing your brand not only provides opportunities, but also contains quite a few risks - how to avoid typical mistakes and invest your time and money effectively?

Are you interested in building your own clothing brand ?! - apply for your tasks and work out the development strategy of your company, taking into account your capabilities and the current market situation.

The simplest thing is to start analyzing competitors, for example, such large companies as: Gulliver, Zara, Gloria Jeans.

I wrote two key articles about competitor analysis:

• in addition, you can familiarize yourself with new publications in

But I will say right away that you will hardly be able to do this without the appropriate skills, but if required, then you can.

After examining the necessary information, you can determine your target audience and build a competitive business model in order to clearly understand how to create a clothing brand

What issues need to be worked out when creating a clothing brand

A post shared by Tips & Consulting (@savkinks) on Jun 16, 2019 at 12:50 pm PDT

Algorithm for creating a clothing brand

Step 1. Market analysis and choosing your niche

Perhaps this is the most important step that determines your further success or failure.

Of course, you can rely on intuition, but only if you have launched a dozen clothing brands before, and then additional analysis has never bothered anyone.

It is necessary to evaluate the main players in the market, look at your competitors from the point of view of their strengths and weaknesses, the opportunities they are using in the marketplace and their methods of dealing with potential threats.

Such analysis will give you the opportunity to focus your niche and more accurately determine the target audience of your business.

Step 2. We form an assortment matrix

To do this, we evaluate the current successful collections that are on the markets and plan our collections, but do not forget that the purpose of the business is profit, and therefore the key task of reaching the target audience and promoting your products to the market.

Of course, you will have questions about:

• Choosing a quality fabric,
• Looking for a good production.
• Obtaining a certificate.

But to resolve these issues, it is better to turn to professionals who have this experience.

If you are already the owner of a clothing brand or store, how do you assess the risks of your business and how do you plan for further development?

An idea can give growth to your business, but it is very important to correctly evaluate the idea and make the necessary adjustments.

When analyzing the market, it is necessary to take into account global trends and try to independently consider the success stories of international brands:

Of course, it would be ideal if you find empty segments, but it is very important to answer your question: why are these segments empty?

After all, the leading clothing companies have quite large budgets in order to test and analyze the market.

The answers to these questions show how much you considered the concept of branding and brand building, given the choice of market niche (luxury, mass market, etc.); type of assortment (for children, adults) and many other nuances.

Clothing brand production

In this article about creating a clothing brand, I will not dwell on production specifics, since the topic is quite voluminous, it requires specifics and expert advice, but at the same time, let's highlight the main points of control:

• Searching and building relationships with designers: patterns, gradation age groups, reference dimensions, assessment of completeness, fitting of models.
• Compliance with quality standards for children's, sports and adult clothing.
• Compliance with age specifics, types of prints on clothes.
• Requirement for labeling of clothing and packaging of the finished product.
• Clothing production control.

Of course, the development of clothing brands, including children's clothing, has its own specifics, but ultimately rests on sales: either there is a sale or there is no sales, and therefore: the key to success is building and improving the clothing sales system.

A sharp drop in the purchasing power of the population in 2014 led Russians to the need to reconsider their priorities - the final cost of the product is at the forefront, which, with proper product quality, should be as low as possible. People begin to make purchases more thoughtfully, objectively assess the price / quality ratio of various goods within the product group and make a choice in favor of the most profitable purchases. The value of added value, brand name in the FMCG segment is dying out. Networks are forced to cut the markup, losing profits. How to keep profit and stay afloat? You will learn about this in the material. commercial director GC "Vneshtorg" Anton Viktorovich Paremsky.

Top three market trends retail over the past 5 years are:

1. Strengthening buyer's power
2. Consolidation of the B2C market
3. Increased competition among suppliers, leading to lower margins

One of the main ways to restore the margin and get away from direct price comparison in conditions when all prices of all sellers were freely available, and those who are able to offer the best price took advantageous positions - to introduce their own brands (PL) of retail chains and direct manufacturers of products in the main product groups. The first to pick up on the trend were the larger and more dynamic markets of Food and FMCG. Then she entered the DIY and home appliance market.

It became obvious that trademark holder (TM) - an extra link in the product chain... It can be eliminated by working directly with the manufacturer or by launching your own production. Chains are starting to start their own TM and form an assortment and price offer... And this tendency will develop: chains will start more TMs, and the share of private label sales will grow. At the same time, the number of TM will increase insignificantly, but sales volumes will grow very significantly - at least 5-6 times.

Not inferior in quality to the goods of the middle price segment from the TM holders, the goods under the private label traditionally belong to the lowest price segment. This is because the goods of this category are placed directly in production facilities, the trade marks of the chains, without capitalization, do not increase the value of the goods.

Private label creation in the DIY segment

Trading in goods of technically complex groups allows you to earn more due to higher margins. It is the DIY segment that is the most profitable in this regard, but also the most difficult.

The process of creating a private label for technical complex goods is associated with a number of risks for chains:

• weak dynamics of switching consumer preferences due to the high value of brands in this group of goods
• low turnover of residues
• additional expenses to provide service maintenance of goods and maintenance of a warehouse of spare parts
• the minimum number of deliveries for regional networks leads to the need to provide a stock for six months in advance (bringing 10-12 sku can cost the network 100-150,000 dollars)

These risks are borne by the network, creating additional costs. Because of this, the attractiveness of this product group is significantly reduced. Even regional leaders see independent creation of private labels as unprofitable. Therefore, it is more rational to outsource the process to companies specializing in this. Their specialists are usually experts in their fields and know the market well.

It should also be borne in mind that most of these companies are limited to ensuring the supply of goods directly from factories in China. But an important milestone full-fledged competent work on the creation of a private label should be the development of an assortment matrix in accordance with current situation on the market and the level of competition, the results of research on sales statistics and the wishes of partners. Each entered matrix must be designed for a specific client, suit him and be strictly personalized.

Client search

There are not so many DIY networks, you can type in any search engine "TOP 10 DIY networks" - and the key is in your pocket. Another thing is how to start working with them, how to convince them to outsource this process. First of all, the reputation and rich experience of each of our team members works for us. The total salary fund for specialists involved in different stages of private label creation is 1.5-2 million per month. It is clear that not every company will find it expedient to have such a team on its staff.

Finding a manufacturer and forming a matrix

The territory of Russia is huge and divided into regions and macro-regions, and the Russian instrument market is very segmented and has features depending on the geographic location. In this regard, in different areas different brands prevail. A fairly common situation is when local dealers set the direction for the development of the entire product group in a particular region.

When working with a client, the key factors are both the general vision of the market and the situation in specific area... In order to make the search for a manufacturer as effective as possible, it is necessary to analyze the goods of the client and his competitors, and only after marketing analysis form a matrix for which a specific manufacturer will be selected. Typically, the choice is based on the client's needs, taking into account three key factors:

1. Situation in the region
2. The policy of the network itself
3. General market trends

The number of manufacturers in China is huge, but finite. 95% of them are located in the countries of Southeast Asia, we know absolutely everything. Since one of the important parameters is the quality of the product and the scope of its application (household, semi-professional, professional), the circle of possible manufacturers is narrowing. As a rule, there is a certain assortment that can be offered to a specific partner. The final decision is made based on a combination of price factors and appearance rulers.

The composition of the matrix is ​​determined by three factors:

1. Budget
2. Network specialization
3. Competitive environment

The basis of almost any matrix is ​​the position of category A (screwdriver, hammer drill, jigsaw), but the saturation of each category, additional product groups are determined by the parameters listed above.

Marketing

When promoting Chinese manufacturers in Russia, most often the main component of the marketing strategy comes from the manufacturer himself, since he has a clear idea of ​​what niche he is working in. There are eight different tool segments on the market, however, there is no one line that works in all segments at the same time. Usually the widest range covers about three to four segments.

• focus on the quality and marketing budgets of the supplier
• develop its own strategy for each segment, since the strategy aimed at promoting a home tool will differ from the strategy for promoting a professional tool
• direct marketing strategies to targeting - give preference to SMM channels

If the work is carried out with a ready-made brand of a Chinese manufacturer, then the main message is set by the manufacturer. Your task is to adapt it to the Russian consumer. If a brand is developed from scratch, then a unique identity is formed for each region... For example, partners from Karelia and Petrozavodsk prefer Scandinavian, European themes, while clients from Central Russia and the Urals tend to Russian names that often appeal to the Soviet past - for example, TechMash.

When creating a private label on request retail chains the marketing component lies with the customer. It is important to take into account that private labels are, as a rule, a low budget segment, where the main trump card is the price.

Participation in production processes

Production control is one of the top quality priorities. The production of the tool must be controlled absolutely at all stages. Ideally, if possible, for these purposes it is worth creating a headquarters of professionals right in China. Depending on the size of the project, control can be carried out up to ensuring the development of a unique design for a specific client... At the initial stages, external elements are developed: naming, branding, form style and packaging, or suggested ready-made solution with maximum branding. In the future, quality control is carried out at each stage.

Distribution

Most often, a private label is developed for a specific retail network, which places the product on its shelves and is subsequently responsible for the sale of the product. This process should also be monitored - making recommendations that are guaranteed to ensure high sales. Placing a product in a prominent position, training and motivating salespeople has a significant impact on the success of a brand.

Private label turnkey

The main task of Vneshtorg Group is to create private labels for large networks and Internet sites focused on cooperation with sales channels.

Vneshtorg Group of Companies provides its clients with the service of creating a turnkey private label in the DIY segment, specifically in the category of “power tools”. The service includes elements:

1. Matrix development and manufacturer selection. Consolidation of orders from factories for the best price
2. Marketing component: naming, history and legend, corporate identity, market positioning
3. The control production processes and transportation of goods to the partner's warehouse

Vneshtorg is distinguished by an individual approach to each client. We select manufacturers - leaders in their segments in terms of quality - and bring their products to the Russian market. And most importantly, we provide services for the development and promotion of private labels.

We believe that the client should focus only directly on the sale, therefore such moments as the development and printing of BTL materials, training of sellers, service maintenance we also undertake.

If a product or service is not selling well, then the situation can be corrected through the creation and use of a trademark. Accordingly, the question arises of how to create a trademark. In principle, this is not difficult, you can simply take any word that has not yet been registered as a trademark and register it as your trademark. This is the easiest way.

But there is one problem here. It consists in the fact that it takes money to promote a brand. The more unknown the word, the more money you need, the more famous the word, the less money you need. Another problem is that not every word can be registered as a trademark and, as a rule, it is usually the best-known word that cannot be registered as a trademark.

For the above reason, when creating a trademark, the main task is to come up with and choose a word that is familiar to people, but at the same time can be used as a trademark. Finding the optimal combination is the answer to the question of how to create a trademark. The task seems difficult, but only at first glance.

In fact, there are not just a lot of words that can be used to make a great trademark, there are a lot of them. Many of them lie on the surface and therefore are not very noticeable. For example, one of these words is AMERO. Probably everyone in all countries of the world knows this word. This is the intended name for the new US currency in the event that the US dollar is canceled and can be easily used as a trademark.

In general, the topic of the proposed new currency AMERO already seems hackneyed. Probably every self-respecting publication has already noted the news about AMERO, and every self-respecting person has already noted his opinion on this hypothetical currency. Opinions were divided. Some believe that, as soon as AMERO is released tomorrow, the other part believes that all talk about AMERO is a fairy tale and this currency will never replace the dollar.

Probably you have your own opinion about AMERO, and this is very good. True, now we are not talking about this, but a little about something else, about how to create a brand that has already been promoted and on which you can quickly make money. In the language of marketing, there is a truly colossal opportunity to make money on AMERO. Each of you can do this.

First of all, it should be noted that it is generally difficult to imagine the fact that you can make money on some word. In marketing, this is possible and even, of course, because marketing is such a flexible concept and technology that allows you to look at AMERO from a perspective that will reverse the current profit situation.

How to create a brand that works

In marketing, in principle, they earn from the trademark, more precisely, by increasing the value of the products that are produced under it, or due to the fact that the product with the trademark is more recognizable. In fact, making money on marketing is a modern business. Production makes money on creating a product, trading on selling it, and marketing is on increasing the value of a brand. Accordingly, in marketing, there is no question of how to create a trademark, but the question is how much you can earn from it.

Let's take a closer look at what modern business is. Modern business Is, first of all, a brand, i.e. an image that hides behind a trademark, which has long been understood in developed countries. In these countries, few people are already involved in production. Basically, everyone focused on branding: a trademark is created, and a brand is based on it. Then the brand is promoted and stamped for various goods or services.

Moreover, the goods themselves are ordered somewhere in China or Taiwan. The profits are decent. Suppose jeans ordered in China cost $ 10, and are sold for 50-100, or even more American money. If jeans are produced in the most developed country, then they can cost 50-100, or even more American money. But it goes without saying that these jeans have market price... It could be 10, maybe 50, maybe 100 $.

It turns out that if you produce jeans in a developed country, then it is almost impossible to make money on it. So it was decided to move the production to a place where their production has a low cost, and to leave behind the most important operations - marketing and sales.

But what is a brand? A brand is, first of all, emotions about a certain word, feelings about it, all sorts of associations. The fact that there are opinions regarding AMERO means that there are already feelings regarding AMERO! In fact, AMERO is an already formed brand, in the promotion of which you do not need to invest a dime, although usually a lot of money is required for promotion, sometimes it can be billions of dollars!

At the same time, AMERO is not just a brand, almost a superbrand, because many people know about it. If to estimate offhand, then probably at least 1 billion people know about AMERO! Just think about this figure - 1 billion people potential buyers... You probably have never had so many buyers, so you can express on a different scale - one thousand million buyers and these are only rough estimates.

If you know how to create a brand and know how to do it, then you can earn a lot. Very, very much. Even if you get $ 1 of net profit for each customer, you will get $ 1 billion of net profit out of thin air, and the investments are not at all large and depend on what to start producing according to this brand. There can be many product options:

- matches - lighters - coffee - souvenirs - toilet paper - sauces - clothes - vodka - cigarettes - food - drinks - energy drinks

In principle, there is no need to list further. You can release anything you want, except, probably, money. Here it will be possible to run into the fact that your rights to this trademark are not recognized for you, because there are other persons who began to talk about it in the context of money earlier than others, which means that they recognize the rights for them. But in other areas, everything is clean, so the question of how to create a trademark at it's not worth it. The question here is how to quickly use this unique opportunity.

The beauty of this situation is that the majority of potential consumers are ready to explode! They are already so charged, so motivated, that they can explode at any moment! You just need to give them a detonator - something that personifies AMERO, about which everyone talks and writes. Everyone needs AMERO.

People are tired of suffering from this uncertainty, they want to get rid of it and for this they need AMERO! Give them at least not AMERO itself, but at least something that personifies this word, a symbol. People will buy everything that will be labeled AMERO, and they will do it for any money, just like you are ready to pay almost any money in order to celebrate little need after drinking 5 glasses of beer while waiting for the toilet to be emptied.

Almost everyone who knows about AMERO is in a state of "after 5 glasses" of beer, and this is not less than one billion people. Help them meet this need and they will thank you with their money. The example with AMERO is just one example. You can find many such examples if you spend a little time on it. The main thing here is to approach the issue from a marketing point of view. If you don't know how to do it yourself, then ask a marketing expert for help.

They will tell you what and how to do, how to create a trademark and make money on it. By the way, stale goods can also be sold under the AMERO trademark. People need something with this inscription and they don't care what it will be. So the registration of the AMERO trademark can become good business for the sale of stale goods. The main thing is to do this business in accordance with the principles of marketing, for which you need to read articles on marketing and articles on branding. Only in this case will the business be successful. If there are not enough of them, order branding consultations during which you will receive answers to all questions.