Central to the process of marketing services is the development of the marketing mix. It includes: services as a commodity, the price of a service, channels for distributing services and a system for promoting services to the market (Fig. 3.1).

Rice. 3.1

There are four levels of service - goods:

• 1) service - the main product, i.e. a combination of different services, problem solving client;
• 2) services - related products, i.e. services required by consumers in order to use the main product;
• 3) services - additional goods that support the main product, give it additional benefits and help distinguish it from those competing with it;
• 4) a service as a product in an expanded interpretation includes the availability of basic, related and additional goods and services, the participation of consumers in the service process and the interaction of customers with each other.

The development of a service as an element of the service marketing mix is ​​most often the development new service, and in a broader sense - a new product.

The process of developing a new product (service) includes: Mironova N. V. Marketing various types services // Marketing in Russia and abroad. No. 4. 2006. - p. 41

• 1. Generating ideas. At the same time, it should be borne in mind that the main sources of ideas for new products (services) are company employees, consumers, competitors, distributors and suppliers.
• 2. Selection of ideas. the main objective such a selection - to find good ideas and get rid of the bad ones as soon as possible.
• 3. Development and verification of the concept of a new product (service). At the same time, one should distinguish between the idea, concept and image of the product (service). A product idea is an idea of ​​a product that the company's managers could offer to the market. The product concept is trial version ideas expressed in meaningful consumer terms. Product image is the consumer's perception of an actual or potential product (service).
• 4. Development of a marketing strategy. It usually consists of three parts. The first part describes the target market, planned product position, sales volume, market share and target profit. The second outlines the planned price of the product, the distribution system and the marketing budget. The third includes the planned long-term indicators of sales volumes, profits and the strategy of the marketing mix - the marketing mix.
• 5. Business analysis, which includes a review of sales, cost and profit forecasts to determine if they meet the company's goals.
• 6. Product development, when a sample of the product is created in accordance with its concept.
• 7. Trial marketing. At this stage, the product and marketing program is introduced into a more realistic market environment.
• 8. Commercialization, i.e. the stage at which a product (service) is introduced into the market.

If we try to briefly outline the pricing policy of a service sector enterprise, then it comes down to solving two sets of tasks:

• 1) choice of pricing method;
• 2) development of a pricing strategy.

The most well-known methods of pricing for services:

• - cost pricing, when the price is formed according to the formula: "costs plus profit";
• - target profit pricing or customer service break-even point determination;
• - pricing with a focus on the requests of service buyers, i.e. when the basis of pricing is the perception of the value of the service by the buyer, and not the costs of the producer;
• - pricing based on competition, i.e. taking into account the dominant prices in the service market.

The main pricing strategies in the service market:

• 1) prestigious pricing, which is preferable for high quality service;
• 2) price policy"cream skimming", which is possible when restricting access to the market for the services of competitors or with successful market innovations;
• 3) the pricing policy of "breakthrough to the market", which is strongly reminiscent of dumping prices set for services to oust competitors from the market;
• 4) pricing for a set of goods (services), when it is possible to offer consumers a certain set of goods (services) at a reduced price;
• 5) discounts for the volume of services, which contributes to a fuller load of service enterprises;
• 6) discounts offered depending on the time of purchase (most often seasonal discounts in the service sector);
• 7) discriminatory pricing, which allows maximizing the income of service enterprises;
• 8) psychological pricing, when services are used in setting the price psychological aspects, such as prestige, recommended prices perceived by consumers, or prices that have developed in their minds;
• 9) price promotion of sales, which is most often associated with the establishment of various discounts and benefits.

Distribution channels as elements of services marketing complexes are a set of independent organizations involved in the process of meeting the demand for services and making them available to consumers. Service marketers call the following distribution channel functions:

• 1) information - collection and presentation of research results on the service marketing environment;
• 2) promotion - creation and dissemination for advertising purposes of persuasive information regarding the offer of services;
• 3) contact - the acquisition of prospective consumers and the establishment of appropriate relationships with them;
• 4) adaptation - the formation and adaptation of the offer of services by consumers to buyers;
• 5) negotiations - coordination of supply and demand for services;
• 6) physical distribution - the actual provision of services to consumers;
• 7) financing - the use of resources to cover the costs of ensuring the operation of the distribution channel;
• 8) risk taking - taking financial risks, including compensation for losses due to underutilization of service providers.

Features of the choice of distribution channel are determined by the following factors:

• - high degree of service uncertainty;
• - compatibility of processes of production and consumption of services;
• - the difficulty of choosing service providers;
• - the complexity of assessing the quality of services;
• - inertia in the consumption of services (repeated contacts are quite frequent);
• - complexity of price guarantee and service level guarantee;
• - the difficulty of maintaining constant contact with decision-makers on the procurement of services;
• - complexity of quality control of services;
• - relatedness of services with other goods and services.

With this in mind, the main forms of interaction between participants in the service distribution channel can be:

• 1) competing relations, which come down to achieving sub-optimization of the position of each participant in the service distribution channel to the detriment of system-wide optimization;
• 2) substantiated relations, which imply the possibility of agreements within the framework of conventional (traditional) marketing systems for the sale of services;
• 3) complementary relationships, which are usually built as contractual vertical marketing systems sales of services;
• 4) qualitative relationships, which are most often possible as multi-channel marketing systems for the sale of services.

The decision-making process for managing the distribution channel of services can be represented in the form of four successive iterations (Fig. 3.2).

Rice. 3.2 Major Channel Management Solutions

When selecting participants in the distribution channel for services, the management of the company - the producer of services - must evaluate the potential development opportunities for each participant in the channel, its profit, profitability, ability to cooperate and reputation. At the same time, the company must constantly motivate the participants in its distribution channels, including not only its employees, but also independent intermediaries. To ensure the effective functioning of the distribution channel, it is necessary to regularly evaluate the performance of your intermediaries and help them with recommendations. With the change in the purchasing model of consumers of services, the expansion of sales markets, the complication of goods and services, the emergence of new competitors, there is a need to modify the structure of the distribution channel, which must be used to create a creative structure of distribution channels for services.

The system for promoting services to the market is a program of general marketing communications for a company that produces services. Marketers name four main means of promotion:

ü sales promotion - short-term incentives to encourage the purchase or sale of a product or service;

public relations - building good relations companies with different segments of the public;

b personal selling- oral communication with one or more prospective buyers for the purpose of making sales of goods and services.

Applied aspects of marketing in the service sector are more or less specific, which will be shown on the example of a number of service industries.

The future is already here. It just hasn't spread widely yet. (c) William Gibson

The choice of promotion strategy largely depends on market conditions and management personnel. In the case of NN Dance Complex, the influencing factors are not only the current situation on the market, but also fashion, the interests of socially active citizens, and the level of income of the population.

Since the dance studio NN Dance Complex is quite young, only a small part of Krasnodar knows about it. Therefore, the strategy in the short term should be aimed at attracting customers, and in the medium and long term, the emphasis should be on retaining existing customers. In this case, it is rational to use two types of advertising - information and image, respectively. Taking into account the conducted studies and analyzes, it follows that it is necessary to focus on marketing activities aimed at mass character, interactivity, involvement. Based on this conclusion, it turns out that the marketing strategy in different periods should achieve the following goals:

1. Long term:

1.1. Become the market leader in Krasnodar in the field of modern pop choreography (70% of the market);

1.2. Open 3 branches in Krasnodar, 1 in Novorossiysk, 1 in Sochi;

1.3. Receive net profit each branch 100,000 rubles;

1.4. Conduct monthly master classes of world-class dancers since 2016.

2. Medium term:

2.1. To occupy 40% of the market share of modern pop choreography in Krasnodar;

2.2. Open 2 branches in Krasnodar, 1 in Novorossiysk;

2.3. Hold quarterly events for the media and celebrities of Krasnodar and adjacent large cities;

2.4. Conduct master classes for world-class dancers in 2016;

2.5. Organize mass image dance events twice a year;

2.6. Become the first socially oriented dance studio in Krasnodar.

3. Short term:

3.1. Arrange stylistically the premises;

3.4. Conduct a series of performances by the GLORIOUS PANDAS children's ensemble in social institutions;

3.5. Find co-marketing partners

3.6. To hold a reporting concert with the fullness of the hall 100%.

As a result of achieving goals in all periods and the existing pricing policy, the population of Krasnodar and Krasnodar Territory the image of the studio as an elite, expensive studio should be formed. There are no dance studios with a similar positioning on the market of the Krasnodar Territory; if we consider the school-studio TODES, then it is perceived as the most famous, but not as an elite one. It is these circumstances that will favorably influence the perception of the NN Dance Complex dance studio in the way it was intended.

An additional factor confirming the correct choice of positioning strategy is the feedback from the NN Dance Complex studios:

Anastasia Knyazeva: My dancing path began in the fifth grade, when my mother sent me to a choreographic school. Since I came to school quite late, compared to the girls who studied from the age of five, it was hard for me at first, but to the surprise of everyone and myself, the progress in my dancing abilities was incredibly fast, in the eighth grade I became a graduate. Having passed the choreographic school, with amazing teachers, I began to study different types dances (oriental, hip-hop, go-go), but I lacked that organization, professionalism, a twinkle in the eyes of teachers, the zeal of girls, as before. I was not interested, there was no incentive, there were no really worthwhile studios, I was about to enter the university and I decided to leave dancing. Time passed, and I realized more and more that I was missing something, namely dancing. After 2 years, I nevertheless decided to resume training and chose 5 numbers of dance studios on the Internet, called one of them. I am happy that this number turned out to be the dance studio NN Dance Complex. Upon learning that I was engaged in dancing, I was offered to go through a casting in a show ballet, but I understood that there was a rather long break and I needed to get in shape first, in connection with which the decision was made to work out in a regular group. The teacher believed in me already at the first lesson and gave me the opportunity to prove myself in the working group. At first there was a little fear, like all newcomers, but it quickly dissipated. At the lesson, I came to understand that I am in the team in which I want to be. That faith in us in the eyes of the teacher, the friendly atmosphere, professionalism, the energy that came from the girls, the desire to win - all this made me very happy and my eyes shone again. I did not expect to find a decent dance studio in our city. As they say, to be the best, you need to be among the best. I regained interest, stimulus, my body began to remember what it means to dance professionally, I began to get in shape. It’s not enough to get into a professional team, the important thing is the atmosphere in it and the spiritual fire that kindles you at every training session. I will take responsibility to say for all the girls in our group that our common feeling is the feeling of freedom of flight in the dance. We get real pleasure from our studio, training, beloved teacher, who gives us the feeling of that very flight, kindles a fire in our hearts and gives an incentive to move forward rapidly.

Adelina Mirzaeva: At NN Dance Comlex, teachers are able not only to create an excellent atmosphere in the classroom, but also to achieve results from each student. There are actually many reasons to dance in this magical place: the first is that Anastasia Oshchipok helped me to open up in the dance - her smile and sparkle in her eyes made me believe that I could also dance; the second is my irresistible desire to learn how to control my body as if you were not driving around the city, but sailing on the sea; third - we like to have fun and joke, but our classes are active work ballet Femme Fatale. We move a lot, learn to feel each other, count and listen to music, come up with figures, get confused in the legs and, of course, get tired. This is the most pleasant fatigue that a person can get.

graduate work

2.2 Analysis of the competitive environment in the dance services market in Krasnodar

We didn't have money, so we had to think. (c) Ernest Rutherford

Krasnodar can be called one of the dance cities in Russia: according to 2GIS, 92 dance organizations are registered in Krasnodar. Many of them are specialized in the dance directions they teach or according to the age criterion. Since NN Dance Complex is a dance studio of modern pop choreography for the population aged 4 years and over without an upper age limit, we will consider the competitive environment based on these data.

Consider the table of NN Dance Complex competitors:

Table 6 - Competitors of NN Dance Complex

NN Dance Complex	Competitor	Competitor advantage	Lack of a competitor
	School-studio TODES	Fame Reporting concerts	No performances during the season
	Children's Ballet Theater of Transience	Fame Speeches
	Dance school "Without rules"
students	Dance school "Without rules"	The largest dance school in Krasnodar Regular photo / video materials with the participation of students
		The second most popular dance studio for teenagers and young people (mainly street dancing, hip-hop)
		The only large school in the Yubileiny microdistrict	Difficult to get to from other areas
	School-studio TODES	Fame Reporting concerts
	Interstyle	Participation in various competitions and festivals Several branches in different parts of the city
Professionals	Show ballet NON-STOP
	Cheerleading Teams
	Show ballet FRESH
	Creative Association COSMO
	Show-ballet EXPANSION
	School-studio TODES	Regular participation in competitions, festivals	All travel and accommodation costs are covered by participants.

Having studied the table, you can see that in Krasnodar there are few dance schools and studios that confidently occupy a leading position among the townspeople. Their success was not achieved in one year - it is the result of long and painstaking work of the entire management team. Moreover, most dance schools either do not stand out in any way, or their difference is insignificant. This situation provides an opportunity for rapid market entry and consolidation of new talented schools with smart leadership.

To identify the key factors in choosing a dance school for classes by potential clients, a social survey was conducted among the studios of popular schools: dance school Without Rules, Rich Ghetto, school-studio TODES. The results are shown in the table:

Table 7 - Results of a social survey among those involved in leading dance schools

From the conducted social survey, the statement follows that the priority in choosing a school for dancing is the fame of the school and the level of professionalism of teachers. Based on all of the above, the conclusion follows: if a dance studio wants to be the most in demand, then its marketing activities should be aimed at involving public events followed by contact with the audience.

2.3 Analysis of the current marketing activities of the firm

Making plans is a waste of time if it is not entrusted to those who will execute them. (c) Henry Kissinger

If we go back to the origins of the creation of the NN Dance Complex dance studio, we can see that the marketing plan was not formed initially. Previously, no research was conducted, channels for attracting customers were not monitored. The advertising was chaotic, spontaneous and ineffectual. Posters of the 2A0 format were given, publications in the magazines Sobaka.ru, Art of Consumption. Premium.", Which in general did not give any result. Promotion on a multimedia basis was not thought out (website, social media). The studio "existed" only at the expense of the clients who moved to the studio together with the choreographer.

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INTRODUCTION………………………………………………………3

1. SELECTION AND STUDY OF GOODS…………………………..4

2. COMPREHENSIVE MARKET RESEARCH………….6

3. ACHIEVE COMPETITIVE ADVANTAGES

WITH THE HELP OF SEGMENTATION, SELECTION

TARGET MARKET AND POSITIONING………….9

4. DEVELOPING A MARKETING STRATEGY……………11

5. PRICE POLICY IN MARKETING………………12

6. IMPLEMENTING THE MARKETING STRATEGY…………..13

CONCLUSION…………………………………………………….16

REFERENCES……………………………………..17

INTRODUCTION

In conditions market relations a special place is occupied by marketing, as a system for managing the production and marketing activities of a company, aimed at effectively satisfying consumer demand.

In my work, I chose a dance school to develop a marketing program, as I believe that this type of business in my city is currently quite promising. In the development of the program I:

I chose the main idea of ​​​​forming a business

Chose development strategies in relation to the market, product, competitors.

Chose the market segment that my business will target.

Developed some individual features of the development of this business

1. PRODUCT SELECTION AND STUDY

The service I want to offer to the consumer is an art school. I chose this activity after talking with some of my circle of friends, and also after seeing the hype of young people for the film Step Up 3. If the film is so popular, then it can be concluded that a lot of people like modern dance. Hence the conclusion that some of these people would like to learn to dance beautifully themselves. In our time is running promotion of a sports lifestyle, including dancing, is also a sport. However, any sport is a big cost for those involved in it and a good profit for those who implement it.

There are few schools in our city that would teach all the famous modern views dancing, or rather, almost no such school, with an equipped hall and highly qualified specialists. Eat separate sections where they teach certain types. The most popular now are tectonic, R'n'B, house. breakdance, etc. However, these sections usually do not operate year-round. Usually it is something like seminars from well-known specialists who come to the city for a few weeks and teach their art for a very tidy sum. However, it is worth noting that they are aimed at the contingent who already have some skills in dancing. So it turns out that for real good schools, with competent specialists we have almost none. The exception is Studio C. However, sports dances are taught there, which are now somewhat outdated.

To start the activities of the school, a room of about 150 m 2 will be needed, with a shower, a dressing room, a recreation room and a hall. After that, it will be necessary to re-equip and repair this room. spend a small promotional activities to search for personnel (through newspapers and employment offices) and to find clients (newspaper, TV, radio, various posters). This ends the initial cost.

Thus, what is available at the beginning of the activity:

1. For this service, demand exceeds supply, i.e. there is a circle of clients that will immediately be possible to capture.

2. There is a need for the service. To generate income, it will only be necessary to carry out the correct advertising policy, as well as set reasonable prices and establish yourself for the first months of activity.

3. Initial costs are relatively small. For everything, including the first salary, repairs, payment for the first month of rent and the purchase of equipment, it will take a maximum of 500,000 rubles.

4. Training mainly takes place in the evenings or on weekends. Therefore, one can find additional income, renting out the premises during the daytime and morning hours on weekdays for private classes, as well as for training by other dance groups that do not have their own high-class hall.

2. COMPREHENSIVE MARKET RESEARCH

2.1 Choice of territorial market

My service is specific and not promoted in any corner of my city. Based on this, we can conclude that for clients it will not matter where the school is located. Although a trip through the whole city can still serve as a negative factor for a certain number of customers. Thus the best place for the opening of the school will be the center of the city. But there are several problems in the city center. Firstly, there are very few rooms available for rent that are suitable for a school. Secondly, the high cost of rent. In this regard, the most relevant will be to rent a room somewhere close to the center. I thought that the best place would be the 60th anniversary of October Avenue, which is relatively equidistant from all parts of the city and renting a room in which is cheaper. Rather than downtown.

2.2 Conducting research

The life cycle of a product or service goes through five stages during its existence:

Implementation

Maturity

Saturation

To determine the stage life cycle services, I analyzed each of them in relation to my product.

On this moment, I think my service is about at the end of the growth stage. Its implementation and growth has been active for about the last 10 years. Thus, the cream of the crop can still be harvested at the end of the growth stage, and also, especially, at the maturity stage.

For getting necessary information Before entering the market, the following studies were carried out:

· Office. The offer of other representatives of this service was analyzed, the prices requested by competitors were analyzed, and some youth forums on the Internet were analyzed, where it became possible to determine the attitude to this service, to see the need for it.

· Field. First, a personal survey was conducted among their own acquaintances on the attitude to the service, the preferred price for the provision of the service, the preferred time for the provision of the service, as well as the specific type of service (dance style). Then the same questions were posed in some popular forums, where a lot of results were also received.

The results of the research can be summarized as follows:

1. Passion for modern dance is mainly observed in the contingent of 15-24 years old

2. Most respondents would agree to attend dance lessons for a price of about 300 rubles for a 2-hour lesson (with 8-10 lessons per month), but they agreed to this price taking into account the available shower, highly qualified specialists, equipped and meeting Western standards hall.

3. The vast majority of respondents are ready to study in the evening on weekdays and at any time on weekends.

4. Based on paragraph 3, an additional desk study was carried out, as a result of which it was concluded that the hall can be rented out periodically for other dance groups, during the time not occupied by school classes. However, it is not worth counting on such a lease as a permanent income, since it is usually one-time rather than permanent. Although, with constant optimization of the school's work schedule, it would be possible to maximize the number of such rentals per month, while the rental price will be about 1000-1500 rubles. per hour. (This price was proposed by me based on the fact that usually in groups of no more than 10-15 people, for a 2-hour lesson, the average price for private choreographers is about 200 rubles. In such a way that the teacher or organizer of this group remains in profit , it is necessary to set the price less than 3000 rubles for 2 hours, i.e. less than 1500 rubles).

5. About 80% of the respondents agreed to periodically perform at concerts organized by the school, where they could show off the skills they have acquired, and just feel like a little star. At the initial stage, these concerts will not even pay off. Even at a low price of about 50-100 rubles, mostly friends of the performing dancers will go there. But with the promotion of the school, these concerts can become as popular as films about dances, which are attended by a large number of people.

6. The worst result is the lack of qualified specialists in the city. In this regard, fairly young specialists will be recruited (there is a bet that these specialists will work for the school for a very long time) with a good knowledge of choreography, and in the future, expenses will be incurred for holding seminars for them from well-known specialists. As a cheaper option - showing video seminars, which can either be downloaded from the Internet, or you will have to buy it also via the Internet.

3. ACHIEVE COMPETITIVE ADVANTAGES THROUGH SEGMENTATION, TARGET MARKET SELECTION AND POSITIONING

In the marketing of individual use services, there are several groups of criteria by which you can identify your potential buyers.

Regarding the geographical criterion, I think that in our region, and specifically in the market in which I am going to distribute my product, it will not have any effect. The same can be said for the national criterion.

It would seem that, based on the analysis of the two criteria listed above, it follows that everyone and everywhere can learn to dance, but here comes another criterion - gender and age, which indicates that all the same, some people will not be my clients. For example, small children, people over 30 years of age, people with health problems.

However, it is worth noting that the dance school allows you to kill 2 birds with one stone, namely, to learn your favorite style of dance, learn to understand it, invent something yourself, and also just a good opportunity to keep fit (which applies more to girls), the ability to realize yourself in dance, discover new possibilities in yourself.

There are not many competitors, but they are. Basically, these are small sections of private teachers.

At the same time, most of these teachers teach not modern dances, but more classical ones. Therefore, they certainly capture a group of clients from 30 years old, who, for the most part, do not need youth dances at all. My school, based on previous studies, gets the segment from 15 to 24 years. However, there are private teachers who teach the same dance styles as in my school. The price of such teachers ranges from 150 to 300 rubles per lesson, however, they either conduct such classes in non-specialized rooms or in small rooms. Those. their level of service is much lower. Therefore, with a small difference in price, my school will have a much higher one. Also they are not as reliable as the official school.

Thus, entering the industry, conquering the necessary market segment and then reaching a high level is not so difficult.

DEVELOPING A MARKETING STRATEGY

4.1 Regarding the service

With regard to the service, I chose the strategy of concentrated growth, and specifically the strategy of market development. This strategy suits me, because for my service I use those segments that are currently either not occupied with such a service or are not fully satisfied. In this way, I will be able not only to profit from my school, but also to develop my service in my region.

4.2 In relation to competitors

In relation to competitors, a narrow specialization strategy suits me. As stated earlier, modern dance is not well developed in my city as a service that can be readily available. Creating a school, I will be the first to start implementing this service on high level rather than at the private level. And while I will be the first - all the profit due to this specialization of my service will be mine.

4.2 Regarding market share

In terms of market share, only an aggressive strategy suits me, since I am just entering it. In no other way than by aggressively capturing the segment of the market I need, I will not be able to succeed. although there is no need to apply special aggression, since the market for this service is now free and is waiting for a solid business to take it.

PRICE POLICY IN MARKETING

Since I enter the market without having strong competitors, then the price could be set any, starting, for example, from 500 rubles. But there are private choreographers on the market who charge much less for their classes. Therefore, initially you will have to set a price similar to theirs, only a little more, playing at a higher quality of service. Only then will their actual and potential clients want to compare the quality of their service with the quality of mine. Then, after capturing most of the customers, prices can be gradually increased.

If we talk about the specific policy I have chosen, it will be the policy of market segmentation. Those. those people who are willing to overpay a small amount will study with me and get real satisfaction from the classes, since everything in my school will be specialized for my service. Those who are not able to pay more than they pay private choreographers will receive less, incomplete satisfaction with this service. However, later, when my school acquires an image, it is quite possible that that part of the clients who stayed with private choreographers will be interested in my service. After capturing this segment, it will already make sense to change prices upwards, based on the authority of the school.

IMPLEMENTATION OF THE MARKETING STRATEGY

6.1 Selection and justification of the distribution channel

Sales (distribution) channel - a set of independent organizations involved in the process of promoting a product or service from a producer to a consumer who uses this product or service either directly or for the production of other goods or services based on them

Based on this definition, we can conclude that I will have a direct distribution channel. They will mainly educational establishments cities. There are two options for this.

The first is to use student organizations, trade unions as this channel, which can carry out advertising activities at the university, school.

The second is to personally carry out this promotional activity. For example: spread information about this service through acquaintances. Those will pass it on to their friends, and those to theirs, and so on along the chain.

On the other hand, there is a third option, based more on psychology. It lies in the fact that modern dances are practiced/want to be practiced by active people themselves, who are more likely to find my school on their own than any promotional activity will reach them. It is enough to post information about it on the Internet or on any forum.

6.2 Measures to form demand for the service

An effective means of generating demand and maintaining it for required level is a flexible pricing policy. But before being interested in the price of the service, the buyer must be sure that this is exactly the service that he needs.

In this regard, at the initial stage of development, one cannot hope that if one simply advertises the school as the best in the city, then a wide range of customers will immediately appear. Therefore, the school first of all needs to earn an image, authority, popularity. To do this, I came up with the following methods:

· Performances of own students. It is on such performances that schools win a decent segment of the market. However, this is the case if the students of the school show a really high class of dancing. Therefore, before holding such performances, it is necessary to personally attend rehearsals from the very beginning and only after that organize extensive promotional activities to invite a wide range of people to these concerts. Moreover, if possible, tickets for them should be made at a minimum price, or even give out invitations to potential customers. On the one hand, we are losing profit on the concert, but at the same time we are betting on the future, which can subsequently pay off these costs if these spectators become our customers.

· Constant cooperation with night clubs. This interaction can result in clubs quite often needing a small circle of energetic dancers to get the crowd going. At the same time, the club allows our students to come to their party for free, maybe even pay extra (which is an even more huge plus for motivating students to continue their education), and in return we get a good image.

Thus, I will use active marketing. Constantly using the opportunities for the performance of school students in other institutions, showing them what the school can give, the constant improvement of the teachers themselves, drawing up the optimal schedule for the provision of services, etc., will constantly keep the demand at the right level and even increase it.

6.3 Measures to form the sale of services

Perhaps the most effective means of generating sales and maintaining it at the required level are discounts and something free. The mentality of any person, and especially Russian, always craves something free, accessible, easy. Based on this, I will suggest the following:

· Free first lesson. It will allow the client to get to know the teacher, evaluate his teaching culture, see if this choreographer can really teach something. It will also allow the clientele to see a really high class of service, an excellent level of room equipment and more.

· A system of discounts for inviting friends, as well as for paying for a full month or any a certain amount classes.

· This can also include possible further employment. Dancers are now quite needed for filming in various clips, films, etc. The pupils of my school might well be needed in these directions.

CONCLUSION

To get the most benefit, as well as to ensure that any commercial idea will be successfully implemented, in most cases you need to have marketing idea. This idea can be a carefully developed business plan, or it can be a simple idea, but in which there are already fundamental principles for building the future, or an already established business. There are no specific calculations in my marketing program, no premises, no clients, that is, in principle, there is nothing at all, but there is an idea, approximate calculations based on advertisements in newspapers and the Internet, there is a potential circle of clients that was formed as a result of a simple survey . This is mine marketing development for a business that may or may not succeed. However, the development plan I have chosen increases almost to the maximum the positive result of such a business as a dance school.

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