Marketing is an important area of enterprise. Without it we would find it difficult to know about things going on around us. We see marketing material every day; in adverts in newspapers, posters on walls, leaflets, on the televisions or through the internet. Marketing can be a clever way of providing information to a wider audience.

Marketing is an activity. Marketing activities and strategies result in making products available that satisfy customers while making profits for the companies that offer those products.

Marketing activities are numerous and varied because they basically include everything needed to get a product off the drawing board and into the hands of the customer. The broad field of marketing includes activities such as:

1. Designing the product so it will be desirable to customers by using tools such as marketing research and pricing.
2. Promoting the product so people will know about it by using tools such as public relations, advertising, and marketing communications.
3. Setting a price and letting potential customers know about your product and making it available to them.

Marketing is the link connecting holding units with each other and with consumers.
This method should be reflected in the whole organizational structure of the enterprise. The main rule is creation of effective organizational structure for the realization of the modern marketing concept focusing holding on satisfaction of consumers needs.

Interesting ling activity of this holding is marketing activity i.e. creation of marketing department and project of the marketing plan for structure of holding in the specific conditions of the advertising services market.

This article is devoted to Limited liability Company «Advertising digest» of the city of Tomsk, and an estimation of an existing situation, and the marketing plan for a complex of holding departments.

«Advertising digest» was created in 1997. Basic activity of media holding production and distribution of all advertising kinds in mass-media of Tomsk, cities of Siberia and Russia.

The holding structure is allocated among the leading Tomsk companies in the field of advertising. Such extensive assortment of production as at the «Advertising digest», perhaps, is not present at anybody in Tomsk. It is known that specialization allows to raise quality and to lower the cost price of output product.

Units in the holding structure can offer any products satisfying inquiries even of the most exacting and choosy consumers, now. The assortment of production can be opened infinitely, I will list the basic positions: the newspaper "Advertising", «Street Media», the publishing house "D-print", radio holding, television channel MTV (37 channel), glossy magazine «Dear pleasure» and other.

Such large holding as the “Advertising digest” deal with a problem of repetition of actions - it is necessary to trace accurately activity of all departments, for the purpose of competition suppression from outside the departments. Therefore departments are obliged to give the semi-annual plan of activity with instructions of all studied objects, the advertising plan, in order to avoid duplication of placing of advertising modules in the same magazines, etc. in head department for the further analysis and the control.

For the analysis and the estimation of internal and external conditions of activity of the company the SWOT-analysis (strength, weakness, opportunities, threats), a representing method of complex studying strong and weaknesses of the enterprise, and also possibilities and environment threats is used:

Strengths

Pricing pattern in the holding, considering discounts and clearings between the departments entering into structure of holding;
The broadest assortment of used materials;
The broadest assortment of the offered goods;
Possibility of manufacture of architectural products;
Image of the company;
Efficiency of deliveries

Weaknesses

A personnel Lack (promoters, supervisors, agents);
System of calculations of services cost;
Partners are competitors, therefore the mutual trust and support are unattainable

Opportunities

Ways of expansion of assortment;
A weakening of positions of firms-competitors;
Growth of number of any activity companies – demand growth in marketing branch

Threats

New (regional) competitors;
Occurrence of new services in the market of services;
Economic recession

It is necessary for holding to improve already existing competitive advantages and to carry out search new, and also not to dismiss development of the new markets and working out of the new goods.

Besides, presence modern and highly skilled employees allow holding to make the equipment the unique products, which competitors not in a condition to reproduce.

Now in “Advertising digest” there is such concept as "marketing department", marketing activity moves ahead "at full speed". Creation of marketing department allows to collect the accumulated information in one department and to analyze a situation in the market more seriously.

The marketing control is a process of measurement and an estimation of results of strategic realization and plans of marketing, efficiency of the correcting actions which provide achievement of the marketing purposes. "Advertising digest" as the control uses following information: comparison of the plan and actual realization, and also partial valuation of efficiency of advertising in last year. Each department gives the report on the done work, on its results, and also on the reasons leading to themes or to other changes in fiscal year. Involvement specialized exhibitions and fairs is the most effective kind of advertising activity. Such exhibitions bring good results by search of suppliers of ad publications, by search of clients.

Necessity of creation of marketing department is obviously. The project of creation of department marketing is more low resulted, i.e. the list of employees.
1. The chief of marketing department.
2. The manager-expert in marketing
3. The advertising manager, PR, work from mass-media
4. The manager on strategy of sales and marketing researches

In process of the organization of marketing department, interrelations between operating divisions are created, namely: a sales department, raw department, a direction on pricing, regional department and again created department of marketing. Reorganization of activity of the company leads to improvement of activity of the company, increase in sales volumes, increase of loyalty of consumers etc.

Today creation of such division allows to organise marketing activity at the company.

The marketing service helps the company to systematise already accumulated information, to organise its regular gathering and an estimation, to estimate a situation in the market etc.

Scientific advisors:
Natalya A. Belenyuk, senior teacher, candidate of science,
Gutkevich A.E., PHD., the senior lecturer.