The Impact of Prize Draws on the Recognition and Sales of a Coffee Shop

The diploma thesis examines prize draws, which are one of the most popular elements of sales promotion. Companies are increasingly choosing to organise prize draws, not only because they are effective for boosting sales, but also because they are excellent for promoting the company. Here, they also used the example of the Starbucks coffee shop chain, a brand that has become known and successful worldwide precisely because of effective marketing. These results were later analysed and presented in more detail in the conclusion.

Problem

The diploma thesis examines prize draws, which are one of the most popular elements of sales promotion. Companies are increasingly choosing to organise prize draws, not only because they are effective for boosting sales, but also because they are excellent for promoting the company. Prize draws on social networks are simple and also very cost-effective, which is precisely why they are used by companies from all over the world.

In the theoretical part of the diploma thesis, they first defined what digital marketing is and the social networks that companies most frequently use for conducting prize draws and promotion, then they described the marketing mix, which is very important in order to offer a product in the right place, at the right price and at the right time.

Solution and Method

Here, they also used the example of the Starbucks coffee shop chain, a brand that has become known and successful worldwide precisely because of effective marketing. Then, in the continuation, they addressed the chapter on the promotion of coffee shops, where they described many different ways of promoting them. Given that digital marketing is very cost-accessible, it gives companies a truly excellent opportunity to promote their products/services.

Not only can companies target their ideal customers (buying persone), they can also adapt content and advertisements on the go to keep pace with the times. In the last chapter of the theoretical part of the diploma thesis, they also addressed sales promotion and prize draws, which are one of the most popular elements of sales promotion. Here, they also briefly analysed how different catering providers organise prize draws on various social networks, primarily on Facebook.

This was followed by the final, research part of the diploma thesis, in which they first presented company X, their goals and vision. After a brief presentation, they also mentioned how company X faced the outbreak of covid-19 and what all changed in the company at that time. The catering industry was, in fact, one of the most endangered sectors.

Many coffee shops also went bankrupt during the pandemic and closure, so a great deal of effort was required for company X to finally get back on its feet after two closures and is very successful today. This was followed by research in which company X published a new prize draw on the social network Facebook every week.

Results

These results were later analysed and presented in more detail in the conclusion.