The project in five facts.
Challenge, approach and results.
Sales promotion in today's era of globalisation and the resulting strong and fierce competition in capturing market share is a factor that strongly influences the success of operations and the competitive ability of a company. It can be argued that sales promotion is one of the primary instruments of marketing communication. The theoretical part of the thesis defines fundamental concepts: marketing communication, sales promotion, advertising. In the practical part of the thesis, theoretical assumptions are presented through the example of sales promotion of spices and fragrances in the company XY d.o.o.
Problem
Sales promotion in today's era of globalisation and the resulting strong and fierce competition in capturing market share is a factor that strongly influences the success of operations and the competitive ability of a company. It can be argued that sales promotion is one of the primary instruments of marketing communication. The theoretical part of the thesis defines fundamental concepts: marketing communication, sales promotion, advertising.
Solution and Method
In the practical part of the thesis, theoretical assumptions are presented through the example of sales promotion of spices and fragrances in the company XY d.o.o. For sales promotion, the company primarily used the following instruments: promotional sales of products and various discounts, tastings in retail systems, presentations at trade fairs, prize competitions, promotional samples and other promotional materials, sales promotion through trade intermediaries, sales promotion through its own sales staff.
Module, programme and stories.
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