Marketing miks i ostali bauci - Suveniri Srbije
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СУВЕНИРИ СРБИЈЕПројекат фирме Кројач д.о.о.
2007 – Основана прва домаћа интернет сувенирница на адреси
www.SuveniriSrbije.com
Почеци, тим, први сарадници, прве наруџбине
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ЦИЉЕВИ ПРОЈЕКТА- формирање јединствене базе произвођача и сувенира- обезбеђивање пласмана и лаке доступности- промоција произвођача сувенира и регије- подстицање комерцијалних контаката између произвођача и локалних туристичких субјеката- повезивање приватног и јавног сектора- развијање квалитета понуде тржишта
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ШТА ЈЕСМОКровно тело за промоцију и унапређење пласмана сувенира
Умрежавамо купце и продавце
Развијамо свест о значају маркетинга и нових технологија
ШТА НИСМОДистрибутери, малопродаја
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ИНФО СЕРВИСПрви регионални бесплатни инфо сервис за произвођаче сувенира и старе занатлије
Преко 30 упита недељно
Информације о конкурсима, кредитима, субвенцијама, изложбама, сајмовима, набавкама, тендерима...
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ПРВИ КОНЦЕПТ 07-09
Оnline продаја
Сарадња са неколико стотина произвођача
Врста продаје
(купац – Сувенири Србије - добављач)
Маржа: просечно 30%
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ПРВИ КОНЦЕПТ 07-09
Предности: поузданост и кредибилитет, униформно паковање и брендирање, сигурна достава, сигурна уплата
Слабости: недоступност одређених сувенира, зависност од добављача, финансијски ризик
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РЕЗУЛТАТИ 2007-09Подигнута општа свест о значају и улози сувенира
Побољшан општи начин представљања сувенира
Повећан број новооснованих фирми за производњу и дистрибуцију сувенира
Побољшан укупан пласман понуде
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РЕЗУЛТАТИ 2007-09у бројкама
Више од 40.000 продатих сувенира
Сарадња са 500 произвођача и старих занатлија
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ДРУГИ КОНЦЕПТ 2010
Адресар произвођача, старих занатлија, сувенирница.
Производне цене.
Куповина без посредника.
Адресе, контакти, описи:- произвођача сувенира- старих и уметничких занатлија- етно удружења, занатских радионица, сувенирница...
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ДРУГИ КОНЦЕПТ 2010
Предности: куповина по производним ценама директно од произвођача, могућност посебне наруџбине, умрежавање купца и продавца, извор информација за медије, дистрибутере, правна и физичка лица – лак пут до купца и још лакши пут до продавца!
Слабости: недовољна контрола квалитета производа, начина доставе, пословне комуникације, недовољно објективан увид у упите и позиве од стране заинтересованих.
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РЕЗУЛТАТИ 2009-11
Сувенири Србије се наводе као кровно тело за промоцију сувенирског тржишта.
Прва адреса за купце, медије, дистрибутере, произвођаче сувенира...
Имиџ поуздане, кредибилне, иновативне, креативне и предусретљиве фирме
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РЕЗУЛТАТИ 2009-11у бројкама
Први на Google-у за многе кључне речи везане за сувенире
Број продатих сувенира: --
Више од 800 произвођача
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ШТА И КАКО ДАЉЕ?
Нови изглед сајта + нови модули
Циљ: Информативни порталМодули: Интервјуи, Конкурси, Били смо на... Најаве догађаја, Актуелно, Репортаже, Представљамо вам, Шта је Ваше право?
У припреми: Друштвене мреже за Ваш успех (како користити FB, LinkedIn за боље пословање)
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Souvenir (fr.) - uspomena, sećanje.
Suvenir prestaje biti samo predmet, postaje emocija koja vraća lepa sećanja na mesto koje predstavlja. Da bi se to ostvarilo suvenir mora biti dovoljno specifičan.
Suvenir odražava autentičnost podneblja sa kojeg potiče ili na koje se odnosi Prehrambeni proizvodi, pića, odevni predmeti jesu suvenir onda kada su predstavljeni u formi suvenira (adekvatno pakovanje, mala ambalaža i dr.) Materijal od kojeg se suvenir proizvodi može biti sa područja na koji se suvenir odnosi.
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Karakteristika određenog područja ističe se izgledom, materijalom i/ili načinom proizvodnje suvenira, ne samo natpisom naziva na suveniru („Pozdrav iz Srbije“) Suvenir može biti ukrasnog i/ili upotrebnog karaktera Veličina i težina suvenira je prilagođena zahtevima transporta Suvenir može biti serijski industrijski proizvod Suvenir ne sme da vređa nacionalna, verska i etička opredeljenja korisnika niti da nanosi bilo kakvu štetu Suvenir može da bude i postojeći predmet koji je upakovan na adekvatan način Suvenir mora biti tako izrađen da ne može uzrokovati povredu korisnika/kupca
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Suvenir kao svetska mamipara
Oko 700 miliona turista u svetu, do 2020. godine procenjuje se porast na 1.6 milijardi turista godišnje
Podela na UKRASNE i/ili UPOTREBNETradicionalni/etno, savremeni, serijski ili ručno proizvedeni, verski, poslovni, manifestacioni, ekskluzivni...
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Na osnovu prikupljenih dokumenata, analize zakonskih regulativa i obavljenih intervjua, definisani su problemi u sledećim oblastima:
plasman i distribucija zaštita intelektualne svojine registracija poslovanja zakoni i uredbe koji definišu poslovanje zanatlija definicija suvenira (ponuda/potražnja) marketing nabavka sirovina, opreme i mašina, kao i stručno usavršavanje za njihovo korišćenje
Iako postoji tražnja za suvenirima i tradicionalnim proizvodima, naročito u gradskim turističkim centrima, trgovina i proizvodnja se obavljaju na nivou lične preduzetnosti i sposobnosti pravovremenog reagovanja proizvođača i distributera.
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IZVOR: Zavod za statistiku Srbije
2.000.5972010*
6.413.515noćenja
turista
2011
779.365turista u prvih pet
meseci
Domaći gosti najviše borave u banjskim centrima, inostrani u gradskim.Domaćih gostiju je bilo 66%, a stranih 34%. Najviše gostiju dolazi iz Crne Gore, BiH, Slovenije, Nemačke itd.
*
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Samostalna prodaja od strane proizvođača suvenira
Lokalne radnje, galerije i knjižare, suvenirnice, hoteli, malotrgovinske radnje većih lanaca (ređe), info centri lokalnih turističkih organizacija (ređe), internet, dijaspora, preporuka, izrada po narudžbini.
Otežavajuća okolnost u ovom vidu plasmana suvenira je ta što proizvođači često nisu registrovani što bi im omogućilo lakšu saradnju sa drugim pravnim licima i nabavku finansijski povoljnijih sirovina.
Proizvodi često ne odgovaraju zahtevima tržišta, finalna prodajna cena je često i 100% veća od nabavne (kupac-distributer-proizvođač), suveniri se prodaju komisiono sa otplatom i do 90 dana po prodaji.
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Prodaja u okviru sajmova, manifestacija i sezonski u turističkim centrima
Vid plasmana koji omogućuje proizvođačima uvid u zahteve tržišta, kao i određenu sezonsku zaradu (u zavisnosti od broja posetilaca i njihove platežne moći).
Najzastupljenija je prodaja na improvizovanim tezgama tokom turističke sezone. Problemi su neorganizovanje prodajnog mesta od strane opštinskih vlasti, nedostatak infrastrukture (opremljeni prostor, voda, struja...), nepostojanje uvida u ponudu i prodaju.
Veliki troškovi iznajmljivanja i opremanja proizvodno-prodajnog prostora, neophodnost registracije i mesečni troškovi poslovanja firme, zapošljavanje radnika.
Proizvođač ne mora biti i trgovac.
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Zastupljenost ručnog rada (unikati, umetnički i izrada po narudžbini).Mala razvijenost serijske proizvodnje.
Proizvođači smatraju da je atraktivan dizajn pakovanja i suvenira važan za dobru prodaju, kao i dobar kvalitet.
Cene: od 10 RSD (nalepnica) do preko 200 EUR (kolekcionarski primerci). Najzastupljeniji su proizvodi od keramike i metala, zatim drveni, stakleni i kožni (nacionalni motivi i ispisi). Po mišljenju kupaca, dizajn pakovanja ne prati savremene trendove.Veliki broj suvenira stiže iz Kine, ređe Rusije, Grčke.
Ponuda najviše sadrži ukrasne suvenire. Upotrebni predmeti su traženi, uglavnom su unikati i veće vrednosti. Mali izbor poslovnih suvenira. Zastupljenost verskih suvenira. Hrana kao suvenir je veoma tražena i kupci su spremni da plate i veću cenu za autentične specijalitete.
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Pravilnik o razvrstavanju delatnosti na stare i umetničke zanate i domaću radinost Mali broj registrovanih firmi, radnji, radionica za proizvodnju rukotvorina i suvenira Visoki troškovi registrovanog poslovanja Mogućnost poreskih olakšica za stare zanatlije i umetničke zanatlije
Prednosti registracije delatnosti: poslovanje sa pravnim licima i lakše širenje distributivne mreže, nabavka materijala, sirovina, mašina i opreme pod povoljnijim uslovima.
Prioritetna aktivnost – najpovoljniji model registrovanog poslovanja.
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Primećen je uvoz kineskih suvenira urađenih po dizajnu naručilaca iz Srbije.
Svetska praksa govori da borba protiv kineskih kopija daje slabe rezultate (EU primeri).
Razlog za pojavu uvoznih suvenira je u činjenici da ispunjavaju karakteristike suvenira i tako dokazuju prednosti serijske proizvodnje:
brza produkcija,nepromenjiv kvalitet,niska cena.
Zaštita intelektualne svojine u borbi protiv kopiranja. EU praksa i praksa zemalja u okruženju.
Nastup na tržištu sa novim proizvodom po konceptu brzoд napada.
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Nastup na tržištu i promocija se najčešće obavlja kroz nastup proizvođača na organizovanim turističkim manifestacijama i sajmovima.
Mediji prate aktuelnosti u sektoru onda kada su obavešteni o dešavanju i aktuelnostima.
Ograničavajuća okolnost za aktivniju promociju je i veliki broj neregistrovanih proizvođača.
Rezultati iz okruženja pokazuju da se kontinuiranim promotivnim aktivnostima doprinosi popularizaciji i povećanju potražnje suvenira i do 75% na godišnjem nivou.
Predloženi model je stalno informisanje medija o aktuelnostima i aktivnostima aktera suvenirskog tržišta (TO, Udruženje, proizvođač).
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Trening kao početni korak za unapređenje suvenirske ponude.
Treninzi su namenjeni proizvođačima suvenira, distributerima, kao i potencijalnim korisnicima i saradnicima (predstavnici lokalnih TO, muzeja, NP, turističkih objekata).
Definisati odgovarajuće pravne forme poslovanja, nastup na tržištu, zaštita intelektualne svojine, konkurentnost proizvoda/usluge, održivost poslovanja, definisanje tržišta i tržišne niše, razvoj usluga prema klijentima, marketing veština, razviti strateška partnerstva i dr.
Sve navedene aktivnosti i teme treninga potrebno je usaglasiti sa aktuelnim zakonima i propisima, kako bi se doprinelo objektivnoj primeni i održivosti poslovanja.
Cilj je unapređenje kvaliteta suvenira i prodaje, kao i osamostaljivanje u biznisu – OD HOBIJA DO PROFITA.
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Da biste mogli da zadovoljite potrebe kupaca bolje i kvalitetnije od vaših konkurenata, potrebno je da saznate što više o vašem tržištu:
Koji su motivi kupovine vašeg proizvoda i/ili usluge?Kakve su želje i zahtevi vaših kupaca?Koje su glavne karakteristike tipičnog kupca vaših proizvoda?Kolika je veličina vašeg tržišta? Da li će se u narednom periodu ono povećavati ili smanjivati?Kako ćete dopremati proizvode kupcima – koje prodajne kanale ćete koristiti?Kakva je struktura vašeg tržišta? Da li ono može da se podeli na više prepoznatljivih segmenata – deca: predškolska, školska i tinejdžeri ili žene: zaposlene i domaćice?
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Vidovi istraživanja tržišta:
Primarnim istraživanjem se podaci prikupljaju direktno sa tržišta za koje ste se opredelil i to kroz intervjue, analize i direktne kontakte sa trgovačkim predstavnicima i potencijalnim i postojećim kupcima.
Sekundarnim istraživanjem prikupljaju se podaci iz različitih izvora, kao na primer: publikacije, internet, domaća i strana literatura.
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ISTRAŽIVANJE TRŽIŠTA započećete određivanjem ciljne grupe potrošača (prikupljanje i analiza).
- Treba sagledati KO su potencijalni KUPCI vašeg proizvoda ili usluge, odgovorivši na pitanja KO, KADA, GDE, KOLIKO i ZAŠTO kupuje određeni proizvod ili uslugu.
- Treba sagledati KO je i KAKVA je postojeća KONKURENCIJA.
- Treba saznati i izanalizirati KO su mogući DOBAVLJAČI.
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KO?KADA?GDE?
KOLIKO?ZAŠTO?
...se kupuju suveniri i/ili rukotvorine
vežba, 10 min
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