CUSTOMER RESPONSE TO A BONUS POINT COLLECTION SALES PROMOTION IN COMPANY XY

Sales promotion is, in the era of globalisation, one of the key instruments of marketing communication, as it establishes a connection between customers, sellers and manufacturers. We can certainly assert that sales promotion has a significant impact on business performance and the competitive ability of a company. The diploma thesis presents a sales promotion campaign as one of the effective methods of sales promotion. The diploma thesis provides the finding that the sales promotion campaign of company XY was well designed and executed. The company successfully established contact with customers, who will also participate in similar sales promotion campaigns of the company in the future.

Problem

Sales promotion is, in the era of globalisation, one of the key instruments of marketing communication, as it establishes a connection between customers, sellers and manufacturers. We can certainly assert that sales promotion has a significant impact on business performance and the competitive ability of a company.

Solution and Method

The diploma thesis presents a sales promotion campaign as one of the effective methods of sales promotion. In the first part of the thesis, which is of a theoretical nature, sales promotion in retail trade, the objectives and methods of sales promotion, and the sales promotion campaign as a tool of sales promotion were defined with the help of professional literature by various authors. In the second, research part of the thesis, we present a sales promotion campaign using a concrete example of company XY and, with the help of a survey, we determine the opinions and satisfaction of customers regarding the sales promotion campaign.

Results

The diploma thesis provides the finding that the sales promotion campaign of company XY was well designed and executed. The company successfully established contact with customers, who will also participate in similar sales promotion campaigns of the company in the future.