Sales Promotion as a Tool of the Integrated Marketing Communication in the Selected Trade Company (FMCG)

Bc. Timur Panov

Master's thesis

Abstract:

The following diploma thesis is dedicated to the topic sales promotion as a tool of integrated marketing communications and the objective of the whole work is to analyze the sales promotion campaigns of the selected trade company and if needed, suggest ways to improve the sales promotion in the company. The whole thesis itself is divided into two parts. The first part is theoretical and includes theoretical background of the given topic. In order to understand the concept of sales promotion tool, this chapter is devoted to the definition of terms “marketing communications and marketing mix”, “integrated marketing communications”, and “sales promotion”. The second part is practical. It includes analysis of the chosen company and its sales promotion activities. The practical part of the thesis will also include the research. The main purpose of conducting the research is to evaluate the overall effect of the sales promotion activities of the selected trade company, to find out if sales promotion influences the decision of customers to purchase the products of the selected trade company and if sales promotion stimulates further repeated purchases. To accomplish the objective of the research, the analysis of secondary data, primary data collection with online survey method as a tool and empirical research methods are used throughout the second part of the thesis work. Secondary data is collected from publications, literature and online sources such as annual reports, news reports etc. Online survey is created from the literature basis covered in the theoretical part of the thesis and evaluation of sales promotion activities of the selected trade company.

Keywords

Marketing Communication, Integrated Marketing Communication, IMC, Marketing Mix, Promotion Mix, Fast Moving Consumer Goods, Trade company, FMCG, Sales Promotion, Stimulation, Discount, Price off, Incentive, Pepsi, PepsiCo.

Language used: English

Date on which the thesis was submitted / produced: 11. 4. 2018

Thesis defence

• Date of defence: 14. 6. 2018
• Supervisor: PhDr. Karel Eliáš, CSc.
• Reader: Ing. Jiří Šnajdar

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication