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Wide range for all types of work. Formation of an assortment of goods that ensures satisfaction of customer demand

One of the most important merchandising characteristics of goods is the assortment characteristic, which determines the fundamental differences between goods of different types and names.

Product range- a set of goods combined according to one or a set of characteristics (GOST R 51303-99).

The term comes from the French word “assortiment”, which means a selection of different types and varieties of goods. However, in commodity science, it is customary to limit the set of goods by their names, and varieties as gradations of the quality of goods of the same type and name are referred to as an assortment.

In accordance with the mentioned GOST R, the unacceptable concepts are “product range” and “product range”. However, it is difficult to agree with the inadmissibility of the latter, since this term is used in international and Russian practice, as evidenced by the name of the regulatory document “Commodity nomenclature of foreign economic activity.” In this regard, we consider it necessary to define this term.

Product nomenclature- a list of homogeneous and dissimilar goods of general or similar purpose.

Thus, the commodity nomenclature of foreign economic activity (TN FEA) is a list of goods intended for export-import operations. The range of products subject to confirmation of compliance with safety indicators is intended for the purposes of mandatory certification.

Thus, the above concepts are close to each other. What they have in common is that they are both lists of goods. The differences lie in the purpose: the range of goods is intended to meet the needs of consumers, the product range may have a different purpose - to regulate a certain professional activity or another field of application.

The professional activities of commodity experts are mainly related to the range of goods, so in the future we will consider issues related specifically to this concept.

The range of consumer goods is divided into groups - according to location, into subgroups - according to the breadth and depth of coverage of goods, into types - according to the degree of satisfaction of needs, into varieties - according to the nature of needs.

By location of goods a distinction is made between industrial and commercial assortments.

Industrial range(unacceptable (hereinafter - NDP): production assortment) - an assortment of goods produced by a separate industry or a separate industrial enterprise (GOST R 51303-99).

The industrial range of goods from various manufacturing organizations, including public catering enterprises, regardless of the form of ownership, must be agreed upon with the sanitary authorities of the Ministry of Health and Social Development of the Russian Federation.

An example is the industrial assortment of the Babaevsky confectionery concern, which includes about 100 types of caramel, candy and chocolate products.

Trade assortment- assortment of goods presented in the retail chain (GOST R 51303-99).

Unlike the industrial one, the trade assortment usually includes products from different manufacturers. The exception is the branded stores of manufacturing organizations, whose strategy is based on the sale of goods only from this company. Thus, the product range of any confectionery store includes goods produced by many confectionery factories, and sometimes by catering establishments, bakeries that produce flour confectionery products. If pastry shops do not have refrigeration equipment, cream cakes and pastries should be excluded from their assortment.

The breadth of coverage of goods included in the assortment is determined by the number of groups, subgroups, types, varieties, brands, types and names.

Depending on the breadth of product coverage The following types of assortment are distinguished: simple, complex, expanded, enlarged, accompanying, mixed.

Simple product range(NDP: simple assortment goods) - an assortment of goods represented by types that are classified according to no more than three criteria (GOST R 51303-99).

This assortment is represented by a small number of groups, types and names of goods that satisfy a limited number of needs.

A simple assortment is typical for stores selling everyday goods in areas where customers live with little financial resources. For example, bakery and dairy stores in working-class areas and rural areas.

Complex range of products(NDP: complex assortment goods) - an assortment of goods represented by types that are classified according to more than three criteria (GOST R 51303-99).

This assortment is characterized by a significant number of groups, types, varieties and names of goods that satisfy various needs for goods.

A complex assortment is inherent in wholesale centers and retail trade organizations such as supermarkets or department stores, targeting customers with different demands.

Wide range of products(NDP: intragroup assortment) - an assortment of goods represented by their varieties (GOST R 51303-99).

It includes a significant number of subgroups, types, varieties, names, including branded trade articles, belonging to a group of homogeneous goods, but differing in individual characteristics. Such an assortment is usually found in specialized stores, and the number of groups of homogeneous goods can be relatively small. For example, the product range of stores specializing in the sale of audio and video equipment includes three or four groups of homogeneous goods (TVs, tape recorders, video recorders), but they are represented by a large number of goods of different classes of complexity and brands.

Enlarged range of products(NDP: group assortment) - an assortment of goods combined according to common characteristics in a certain set of goods (GOST R 51303-99).

The totality is a class, subgroup, type of goods. In trade, an enlarged assortment usually refers to a genus (for example, food or non-food products), as well as a group or subgroup of homogeneous goods (for example, clothing, footwear or dairy products). A set of the same type, but different names or brands will determine the brand assortment.

Products of an enlarged assortment satisfy the same needs as products of a comprehensive assortment. Most often, a functional or social purpose acts as a common feature. For example, bakery, fruits and vegetables, dairy, footwear, clothing and other groups of goods are combined on the basis of functional purpose, and goods for children, youth, and recreation - on the basis of social purpose.

An enlarged assortment forms the basis of the organizational structure of many trading enterprises. Thus, at non-food wholesale warehouses, warehouses differ in their enlarged assortment. For the same reason, department stores create different sections (clothing, shoe, haberdashery, etc.).

Species assortment- a set of goods of various types, varieties and names that satisfy similar needs. It is an integral part of the assortment. For example, the assortment of milk - pasteurized, sterilized, etc. - is part of the assortment of dairy products.

Branded assortment- a set of goods of the same type, but of different brands. Such products, along with satisfying physiological needs, are largely aimed at satisfying social and mental needs. These needs are satisfied by prestigious brands of cars, clothing, shoes, perfumes, fine wines, etc.

An example of a branded assortment could be the assortment of pasteurized milk of the following brands: “Tsaritsyno”, “Lianozovo”, “Domik v Derevne”, “33 Cows” and others, or an assortment of perfumes: Krasnaya Moskva, Chanel No. 5, Nina Ricci, etc. A branded assortment can include assortment units as product articles that differ in packaging, size and other characteristics

Related products- a set of goods that perform auxiliary functions and are not core to a given organization. Related products, for example, in a shoe store are shoe care items, and in a grocery store - soap, matches, and some other household goods.

Mixed assortment- a set of goods of different groups, types, names, characterized by a wide variety of functional purposes. This assortment is typical for stores that sell both non-food and food products, for example, hypermarkets.

By degree of satisfaction needs, a distinction is made between rational and optimal assortment.

Rational assortment- a set of goods that provides a sufficient degree of customer satisfaction and achievement of the organization's goals.

Forming a rational assortment requires taking into account a large number of factors and indicators, many of which are quite variable. Such factors, first of all, include real needs, which depend on the standard of living of the population, achievements of scientific and technological progress and other features of the external environment. In turn, many of these factors directly influence changes in the rational assortment. For example, achievements of scientific and technological progress stimulate the development of new products and create new needs. This is clearly manifested in the formation of a rational assortment of household appliances.

The criteria for assessing a rational assortment among consumers, sellers and manufacturers are not the same. For consumers, such criteria are the degree of satisfaction with the set of necessary goods, the ability to purchase the necessary goods in one place, and the sufficiency of the breadth and depth of the assortment. For manufacturers and sellers, criteria such as profitability, the possibility of timely and uninterrupted delivery of goods, sales volumes in certain periods, and compliance of the set of goods with the existing material and technical base for production, storage and sales are more important. The degree of consumer satisfaction with the rational range of goods sold is regarded by the manufacturer and seller as one of the results of ensuring the competitiveness of their organization.

Optimal assortment- a set of goods that satisfies real needs with the maximum beneficial effect for the consumer or organization at rational costs for their acquisition and consumption (sales). Products with an optimal range are characterized by increased competitiveness.

The optimal assortment can be considered from the perspective of consumers - purchasers of goods and organizations that form them.

The criterion for classifying goods as an optimal assortment can be the optimality coefficient (CoP), which is calculated for a specific product using the formula:

where E p is the beneficial effect of the acquisition and consumption of a product when used by the consumer for its intended purpose, rub.;

3 - costs of design, development, production, delivery to consumers, rub.

The beneficial effect (E p) is the benefit that a consumer can receive if the product is used correctly.

The above calculation formula takes into account mainly the functional purpose of goods and the economic effect of consumption, but does not take into account the social effect. This calculation is applicable mainly for non-food products and is not suitable for food products, since it is impossible to calculate in monetary terms the health benefits received by the consumer.

For the consumer, the optimal assortment is characterized by a significant number of products with a high optimality coefficient. At the same time, this assortment for different consumer segments will contain a different set of goods. Thus, for wealthy consumers, high-quality goods of prestigious demand are of the greatest importance, which largely determines the beneficial effect of consuming these goods for them. For socially disadvantaged consumers, purchasing costs in the form of sales prices of goods are more important. Therefore, the optimal assortment of economy-class (discount) stores will be formed due to the predominance of goods with reasonable prices and adequate quality. There are no expensive products from prestigious brands in such stores.

For organizations, the optimal assortment is determined by the predominance of highly profitable products that ensure the planned profit. At the same time, such an assortment should contain the required quantities of low-profit, but socially significant goods that are in steady demand. This will allow the organization to attract and retain its consumer segment, as well as fulfill its mission of meeting the needs of this segment and thereby obtain the planned profit.

The optimal range of trading organizations is determined by their type and type. Thus, the optimal assortment of hypermarkets and supermarkets is characterized by a large breadth and completeness of goods of heterogeneous groups with prices acceptable for certain segments of consumers. The optimal assortment of “walking distance” stores is formed mainly by goods of a simple range of everyday and sustainable demand.

The criterion for assessing the optimal assortment for consumers is the beneficial effect of purchasing goods, which can be conditionally calculated as the average cost of one purchase made by the average consumer. The conditionality of this assessment is due to the fact that the expected beneficial effect is caused by satisfaction with the appearance and price of the product. As a result of evaluating these indicators, the consumer makes a purchasing decision. In small grocery stores, the average purchase price ranges from 50-200 rubles, and in hypermarkets - 1500-3000 rubles. However, the costs of consumers in the first case will be insignificant and are expressed mainly in the time it takes to get to the store and make a purchase. The costs of purchasing goods in hypermarkets are higher and are caused by transportation costs, significant travel time to the store, selection of necessary goods and payment for them.

The costs of trading organizations are assessed by distribution costs caused by the purchase, delivery, storage and sale of goods of the optimal range, and the beneficial effect is assessed by net profit.

Depending on the nature of needs the assortment can be real and predictable.

Real assortment- a valid set of goods available in a specific organization of the manufacturer or seller.

Projected assortment- a set of goods that will satisfy expected needs.

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 a consolidated 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:

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; Expanded A. refers to 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 determined 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 a consolidated 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.

An assortment of goods is a set of their types, varieties and varieties, united or combined according to a certain characteristic. The main grouping characteristics of goods are raw materials, production and consumer goods. There are industrial and commercial assortments of goods.

The production range is the range of goods produced by industrial and agricultural enterprises, as well as other manufacturers. As a rule, enterprises producing goods produce a narrow range of goods, which allows them to introduce advanced production technology, improve the range of goods produced, and improve their quality. Therefore, the goods they produce require further sorting, taking into account the requirements of trade, whose enterprises concentrate a wide range of goods, which is a combination of products produced by a wide variety of manufacturers. Such sub-sorting, or transformation of the assortment, is carried out mainly at wholesale trade enterprises, through which the bulk of goods of a complex assortment pass. Some food and non-food products are sorted directly in stores and other retail establishments.

The trade assortment is a range of goods to be sold in a retail chain. It includes a range of goods produced by many enterprises and is divided into two product sectors: food and non-food products. Each industry is divided into product groups, which include goods that are combined according to a number of characteristics (uniformity of raw materials, consumer purpose, degree of complexity of the assortment).

Product range is a certain set of various goods included in trade.

In stores, a relatively narrow product range is transformed into a wide trade range, which includes goods from various specialized production enterprises. The production of products in a market economy, from a marketing point of view, should be aimed at satisfying the diverse needs of the population, taking into account local, national and climatic conditions, therefore, primary attention in stores should be paid to the formation of a product range, as a process of establishing such a range of goods that develops over time , which would satisfy the product structure of the population's demand.

Assortment policy is the art of making decisions on an individual product unit, product group and the entire assortment as a whole in order to achieve the company's goals.

Main goals of assortment policy:

· Increasing sales by optimizing the assortment structure;
· Increased inventory turnover;
· Achieving a competitive advantage through a more attractive assortment;
· Entering new markets;
· Reducing costs associated with maintaining the assortment;
· Formation of the company's image by positioning assortment product units.

Customer needs are changing rapidly, so the company is forced to constantly update its product range, and this requires additional resources.

Fierce competition leads to the fact that a new product launched on the market does not have time to recoup the investment in its production and promotion.

Enterprises do not have an assortment management system in place due to the difficulty of forecasting changes in consumer demand and the lack of assortment optimization techniques.

Rice. 1

An assortment item represents a specific unit of goods - model, brand or size.

The product range consists of:

· Product groups;
· Product categories;
· Product lines;
· Product units.

Rice. 2

A product group is a set of goods and their types, grouped according to a certain combination, the most important of which is the similar purpose of the goods.

Product line (line) - a set of goods intended for the same customers or sold through the same sales channels or having the same price range.

The product range (nomenclature) is characterized by:

· Length (saturation), showing the total number of product units sold by the company;
· Width equal to the number of product groups that make up the assortment;
· Depth, showing the number of options for each type of product.

Classification of product range types

By degree of importance for the enterprise:

The main assortment includes products that are in high demand. Selling, first of all, precisely these goods, which bring the greatest profit, is the goal of the enterprise. It is necessary to ensure the constant presence of the main assortment in the warehouse.

Additional assortment - includes products that complete the main assortment. These are complementary products, impulse purchases, and special occasion items that are not available in other retail outlets.

For example, consumables when selling office equipment; lamps, curtains, carpets in a furniture store.

Additional assortment may not always be present in the warehouse, and may vary by name, i.e. belongs to the category of variable assortment.

Depending on the number of product groups in the assortment:

Wide range - consists of many product groups, each of which contains a large number of products. The widest range is presented in hypermarkets (more than 100,000 items), supermarkets (up to 100,000 items), trading houses, and large wholesale companies.

Advantages of a wide range:

· attracts various categories of buyers and increases their number;
· the number of unplanned purchases increases;
· allows you to more effectively manage profits by varying trade margins.
· Disadvantages of a wide range:
· additional equipment space is required;
· overall inventory turnover slows down;
· the complexity of accounting increases;
· It is difficult to maintain the stability of the assortment.

Narrow assortment - consists of a small number of products from several product groups (3 - 5).

Advantages of a narrow range:

· it is easier to maintain the stability of the assortment;
· You can concentrate on meeting the specific needs of customers;
· easier to carry out accounting and management

Disadvantages of a narrow range:

· there is a high risk of not receiving the required profit if the demand for these product groups decreases;
· Buyers may prefer sellers with a broad or specialized range.

Specialized assortment - consists of 1 - 2 product groups. The specialized assortment attracts those customers who want a wide selection of goods and receive qualified service and advice.

The advantage of a specialized assortment is the depth of the assortment, which provides a wide choice for the buyer.

Example. The company "ALSEL SPB" works in the field of completing equipment for heating, water supply and sewerage systems, has more than 3,000 items of products in a warehouse in St. Petersburg and more than 20,000 items in a central warehouse in Sweden. The company operates according to the European principle, when the warehouse and office are located in one place. Prices are higher than those of other sellers, but due to the wide range, significant savings are made on transportation, processing and delivery speed.

Depending on the number of similar products

Deep assortment - there are many options for similar or similar products (for example, different packaging of toothpaste, gels, elixirs). Advantages of a deep assortment:

· a large selection ensures that the buyer is unlikely to leave without purchasing;
· customer loyalty is developed.

Disadvantages of a deep assortment:

· too much variety of the same product irritates the buyer;
· sellers themselves are poorly versed in the differences between products;
· the effect of “cannibalism” appears

Flat assortment - a small number of product varieties are presented. You should carefully select products, focusing only on the most popular ones.

Depending on the degree of product differentiation:

Simple assortment - consists of simple undifferentiated goods (rolled metal, vegetables, sugar, cereals, etc.)

Complex assortment - consists of basic, complementary, interchangeable goods or goods that, within one type, have their own internal classification according to various criteria (footwear: styles, sizes, colors, decorations, etc.)

Mixed assortment - it presents completely different product groups: food, household chemicals, personal hygiene products, newspapers, etc.).

Range- this is a fairly large collection, united by some common characteristic (raw materials, purpose, manufacturer, etc.), differing from each other in other characteristics. There are industrial and commercial, simple and complex, combined and mixed, expanded and enlarged assortments of goods.

Industrial range is a set of goods produced separately or separately.

Trade assortment— a set of goods sold in a retail chain. - this is the totality of all (and) involved in the sale of goods. The trade assortment includes a set of goods produced by both domestic and foreign manufacturers. It is more diverse than the industrial range.

The range of goods presented at a trading enterprise determines its type (department store, supermarket) and the form of trade service. In addition, in stores of the same type, but with different sales areas, the assortment will differ in the number of groups and types of goods. In this case, trading enterprises will be divided into universal and specialized, stores with a combined and mixed assortment.

Taking into account complexity, a distinction is made between simple and complex assortments of goods.

Those types of goods that are classified according to no more than three criteria will amount to simple assortment of goods(vegetables, table salt, laundry soap, etc.).

Those types of goods that are classified into varieties according to more than three characteristics will collectively amount to complex range of goods(shoes, clothes, etc.).

Enlarged assortment determined by the ratio of individual product groups. A group of goods should be combined according to a number of characteristics: production method, purpose, design features, etc. Expanded assortment determined by the types of goods presented.

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

Mixed assortment— a set 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.

Main characteristics of the product range

The main indicators of the assortment are structure, completeness, depth, stability, and novelty.

Assortment structure

Assortment structure- this is the percentage ratio of certain sets of products to their total quantity.

Indicators of assortment structure are often expressed as percentages. For example, the percentage of shirts, suits and other products determines the type structure of the assortment in the Men's Clothing store.

Breadth of assortment

Breadth of assortment is determined by the number of product groups and is estimated by the latitude coefficient:

K w = G f / G n

where G f is the number of product groups at the time of determination, units; Gn - total number of product groups, units.

Completeness of assortment

Completeness of assortment- this is the correspondence of the actual availability of types of goods to the developed assortment list and existing demand.

They express the completeness of the assortment through the coefficient of completeness K p of the assortment, which is determined by the formula:

K p = V f / V n

where V f is the actual number of types of goods at the time of inspection (inspection), units; In n - the number of types provided for by the assortment list, supply contract, standards, etc., units.

Depth of assortment

Depth of assortment determined by the number of varieties of goods for each item. The assortment depth coefficient is estimated using the formula:

K g = R f / R n

where R f is the actual number of varieties of goods at the time of inspection, units; R n - number of varieties provided for by the assortment list, terms of the contract, price lists, etc., units.

Stability of the assortment

Sustainability(stability) characterizes the constant availability of goods of the corresponding type (variety) for sale. The stability coefficient K y is determined by the formula:

K y = 1 - (P" f1 + P" f2 + ... + P" fn / P n× n)

where P" f1, P" f2,..., P" fn - the actual number of varieties (types) of goods from those provided for in the assortment list and not on sale at the time of individual checks, units; R n - number of varieties (types) of goods provided by the assortment list, units; n - number of checks.

The assortment stability coefficient is usually determined for a specific period (month, quarter, year). It has been established that the optimal coefficient of stability of the assortment should be expressed by the following values: for department stores - 0.80; for specialized stores - 0.75.

New assortment

Novelty characterizes the emergence of new varieties of goods over a certain period of time and is assessed by the novelty coefficient K o:

K o = R o / R f

where P o is the number of new varieties of goods that appeared at the time of inspection, units; R f - average number of varieties, units.

The novelty coefficient characterizes the degree of renewal of the assortment and the emergence of new products.