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

Ing. Sabine Koch

Master's thesis

Abstract:

Sales promotions are seen everywhere daily, and the promotional tools are constantly under development to attract more customers and increase sales. In this diploma thesis I will be looking deeper into sales promotion in the Fast Moving Consumer Goods sector, and see it in relation to other promotional tools. After achieving a good theoretical foundation, I will analyze and compare two chosen sales promotion campaigns offered in two supermarket chains in two different countries, to the same target group; children, with the purchasing power of their parents. The parents’ reactions to the campaigns are investigated to answer the set hypotheses and to understand how the campaigns could be improved. Based on that, a new, optimal campaign, that is possible to apply across borders, will be outlined.

Keywords

Sales promotion, marketing mix, integrated marketing communication, fast-moving consumer goods, campaign, children, parents, relationship

Language used: English

Date on which the thesis was submitted / produced: 16. 4. 2015

Thesis defence

• Date of defence: 17. 6. 2015
• Supervisor: PhDr. Karel Eliáš, CSc.
• Reader: prof. PhDr. Petr Matějů, Ph.D.

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication