Formation of product range. The concept of assortment Notes a wide range of products in

Objectives and methods of assortment formation

Assortment management represents the activities of the relevant services of the enterprise for control, analysis and acceptance management decisions in the field of marketing, sales and production in order to adapt the range to the needs of customers. Assortment policy is the art of making decisions on an individual product unit, product group and on 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;

· Achievement competitive advantage due to 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.

Product range ( product range) – the totality of all product groups offered by the company to the market as a whole or to each segment separately.

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

The product range consists of:

· Product groups;

· Product lines;

· Product units.

Product group– 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 distribution 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 species product range.

1. By degree of importance for the enterprise:

A. Main range– includes goods that are in high demand. Selling, first of all, precisely these goods that bring the greatest profit, is the goal of the enterprise. It is necessary to ensure permanent presence in stock of the main range.

B. 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 variable assortment.

2. Depending on the number of product groups in the assortment:

A. Wide range – consists of many product groups, each of which contains large number goods. Most wide range presented in hypermarkets (more than 100,000 items), supermarkets (up to 100,000 items), trading houses, 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;

§ the overall inventory turnover slows down;

§ the complexity of accounting increases;

§ It is difficult to maintain the stability of the assortment.

B. Narrow assortment – consists of a small number of goods of 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;

C. Specialized range – 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.

Dignity The specialized assortment is the depth of the assortment, which allows a wide choice for the buyer.

3. Depending on the number of similar products

A. 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

According to 1, only 2% of industrial enterprises form an assortment in depth (in width - 34%).

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

4. Depending on the degree of product differentiation:

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

B. 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.)

C. Mixed assortment – it presents completely different product groups: food, goods household chemicals, personal care products, newspapers, etc.).

3. Assortment management process

The essence of planning, formation and management of the assortment is that the commodity producer (producer of services) promptly offers a certain set of goods (services) that would, in general correspond to the profile of its production activities, most fully satisfy the requirements of certain categories of buyers.

The assortment formation system includes the following main points:

o Determination of current and future customer needs, analysis of ways to use these products and features purchasing behavior in relevant markets.

o Evaluation of existing analogues of competitors in the same areas.

o Critical assessment of the products produced by the enterprise (services provided) from the buyer’s perspective.

o Resolving issues: which products should be added to the range and which should be excluded from it due to changes in the level of competitiveness.

o Consideration of proposals for the creation of new products, improvement of existing ones, as well as new methods and areas of application of goods.

o Conducting product tests (testing).

o Evaluate and review the entire product range.

Product strategy

The product strategy is developed for the future and may include three strategic directions to improve the attractiveness of the company’s product range:

1. Product innovation

2. Product variation

3. Elimination of goods.

Rice. Company product strategies.

Product Innovation – process continuous improvement product related to the creation of original, improved or modified products.

Differentiation – development of various options for product offerings at two levels: between competitors in similar markets and between products of the same manufacturer, aimed at different market segments.

Product diversification – offering products with better characteristics and design than competitors (leaders in quality, scientific and technical progress achievements).

Diversification horizontal– replenishment of the company’s assortment with new products that are not related to those currently produced, but may arouse the interest of the existing clientele.

Conglomerate diversification – replenishment of the assortment with products that have nothing to do with the technology used by the company or its current products and markets.

Concentric diversification – replenishment of the assortment with new products that, from a technical or marketing point of view, are similar to existing products companies.

When carrying out diversification, it is possible to change both the product and the markets or a combination of both.

To identify strategic alternatives when seeking to develop new target markets The product-market matrix is ​​used, the Ansoff matrix.

Ansoff matrix

Strategy 1. The entrepreneur seeks to achieve a higher market share with the help of existing products (a policy is used to persuade existing customers to purchase more products(advertising) or luring customers away from competitors, attracting new ones.

Strategy 2: The entrepreneur seeks new markets in which to offer existing products. There is a search policy new niche market, or new sales channels, new geographic markets.

Strategy 3. The entrepreneur develops new types of products through improvement; or product offers with different technical characteristics for various consumer groups.

Strategy 4. An entrepreneur discovers a new attractive market. There are concentric (use of old experience and technology), horizontal (use of old sales space); conglomerate diversification (addressing completely new production and sales areas).

Product Variation– modification of a product that is already produced and on the market by changing its properties or quality indicators.

Elimination– withdrawal of existing products from the enterprise’s production program; cessation of production of goods; withdrawal of goods from the market as having lost competitiveness in the market and demand. To check a product for the need for its elimination, the criteria of sales volume, market share, place in the life cycle, the share of turnover of this product in the total turnover of the company, profitability, capital turnover, etc. are used.

4. New product development strategy

Due to the rapidly changing needs and demands of consumers, a company in a competitive environment must have its own program for developing new products. A company can obtain new items in two ways:

By acquisition from outside, for example, by purchasing a patent, license or another company;

Creation of a research and development department,

There are different degrees of novelty of a product:

Fundamentally new product(pioneer product) - a product that has no analogues on the market, created as a result of fundamentally new discoveries and inventions using the achievements of scientific and technological revolution; it satisfies a qualitatively new need or raises an old one to a new qualitative level;

A radically improved product is a product that has qualitative differences from analogues on the market; it pushes the boundaries of needs, expands and improves the consumer properties of the product;

Modified product - a product that was previously presented on the market, but has undergone unprincipled, often cosmetic, improvement (sometimes only the packaging changes);

A product of market novelty is a product that is new only for of this market; old product found new area applications.

The process of updating a product is called modernization.

Changing the properties of a product, giving it new ones is called modification.

If the old product is not discontinued from production and sale, then the appearance of a new or modernized one is called product differentiation.

The creators of new products are faced with the task of carefully working through each stage of development (Fig. 9.1.).

Rice. 9.1. The main stages of developing a new product.

Product development begins with search, evaluation and selection promising ideas, their testing.

Technological development consists of designing and constructing the product itself, creating necessary equipment and production capacity for its mass production.

Economic development comes down to justifying investments and forecasting their effectiveness, calculating cost and selling price, forecasting profit and profitability.

Marketing development begins at the stage of preliminary consideration and selection of ideas for conducting market research, on the basis of which its capacity is determined and demand is predicted.

The product development process takes some time. How faster goods goes through all stages from conception to appearance on the counter, the more effective its implementation. Reducing the time gap between the emergence of an idea and the industrial release of a product represents an important joint program of management and marketing.

Process from idea to finished product includes five main stages:

o idea development. An initial assessment of proposals for the development of new products and services is carried out in order to select the more effective ones.

At the idea generation stage, sources of new ideas are studied using special idea generation methods and creative problem solving methods, and the idea (essence) of the project is developed.

Sources of new ideas are:
- consumers;
- competitors' products;
- opinion sales workers;
- government publications;
- research and development work.

Methods for generating ideas are:
- targeted discussions;
- “brain attack”;
- inventory of “weak points”.

Creative problem solving methods are:
- method “ brainstorming”;
- “reverse brainstorming” method;
- Gordon's method;
- questionnaire method;
- method of imputed connections;
- method notebook;
- heuristic method;
- scientific method;
- method of cost analysis;
- method matrix structures;
- parametric analysis, etc.

o conceptual development. Ideas are refined taking into account the requests of potential consumers, and the first (working) version is drawn up business plan, which describes the main characteristics of the product and the proposed strategy for its sales, taking into account, if possible, the opinions of potential buyers;

o experimental design development, where all circuit design, technological, production, technical and engineering issues are resolved

o creating an experienced sample for testing design documentation, debugging everything technological process production, testing and presentation to customers to study their opinion on competitiveness;

o market trial provides for the production of a trial batch and its sale, based on the results of which one can judge whether the market will accept the new product;

o commercialization.

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 selection various types and types 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 in international and Russian practice this term is used, 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.

Professional activities merchandising is mainly related to the assortment of goods, so in the future we will consider issues related specifically to this concept.

The range of consumer goods is divided into groups - by 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 establishments, regardless of the form of ownership, must be agreed upon with the sanitary authorities of the Ministry of Health and social development RF.

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 manufactured by many confectionery factories, and sometimes by enterprises catering, bakeries that produce flour confectionery products. If candy stores don't 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 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 similar 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. He is integral part 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 shoe store- these are shoe care items, and in the grocery store - soap, matches, and some other household goods.

Mixed assortment- set of goods 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 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 adequacy 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 products 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 the goods and economic effect from consumption, but the social effect is not taken into account. This calculation is applicable mainly for non-food products and is unacceptable for food products, since it is impossible to calculate in in monetary terms health benefits received by the consumer.

For the consumer, the optimal assortment is characterized by a significant number of products with high coefficient optimality. 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, acquisition 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. Expensive goods There are no 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 appearance and the price of the goods. 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 transport costs, significant time spent traveling to the store, selecting the necessary goods and paying for them.

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

Depending on 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.

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

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

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

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

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

Complex – characterized by a large number of features.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Types of assortment

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

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

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

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

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

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

What is breadth of product coverage?

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

• simple;
• complex;
• group;
• expanded;
• accompanying;
• mixed.

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

Characteristics of assortment subgroups

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

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

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

Variety of assortment

An enlarged assortment represents products united by some common feature or set of characteristics. These are often features related to functionality or social purpose. Based on the enlarged assortment, they form organizational structure enterprises.

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

Features of accompanying and mixed assortment

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

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

Other types of assortment

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

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

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

• real;
• predictable.

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

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

Assortment and novelty of goods

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

1. Brand new.
2. Improved.
3. Modified.
4. A product of market novelty.

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