Sales Promotion as a Tool of the Integrated Marketing Communication in the Selected Company

Ing. Eli Goldmann

Diplomová práce

Anotace:

Integrated marketing communication is a tactic which many companies are now using in their marketing strategies, and one of the most important facets of this tactic is how sales promotion is utilized within it. This paper analyses the use of sales promotion as a tool within the integrated marketing communications (IMC) strategy of a defined FMCG company—Anheuser-Busch InBev. Specifically, the practice of IMC itself will be defined and methods to employ it described and how sales promotion is used within this marketing strategy. Then, Anheuser-Busch InBev is examined in how it utilizes sales promotion within its own IMC strategy, primarily within its major brands. The effectiveness of Anheuser-Busch InBev’s use of sales promotion within their IMC campaigns is analyzed, and a conclusion drawn based on the evidence.

Abstract:

Integrated marketing communication is a tactic which many companies are now using in their marketing strategies, and one of the most important facets of this tactic is how sales promotion is utilized within it. This paper analyses the use of sales promotion as a tool within the integrated marketing communications (IMC) strategy of a defined FMCG company—Anheuser-Busch InBev. Specifically, the practice of IMC itself will be defined and methods to employ it described and how sales promotion is used within this marketing strategy. Then, Anheuser-Busch InBev is examined in how it utilizes sales promotion within its own IMC strategy, primarily within its major brands. The effectiveness of Anheuser-Busch InBev’s use of sales promotion within their IMC campaigns is analyzed, and a conclusion drawn based on the evidence.

Keywords

FMCG, IMC, Integrated Marketing Communication, Sales Promotion, Marketing Mix, Anheuser-Busch InBev, ABI, Marketing Communication, Promotional Mix

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 30. 4. 2019

Obhajoba závěrečné práce

• Obhajoba proběhla 21. 6. 2019
• Vedoucí: PhDr. Karel Eliáš, CSc.
• Oponent: PhDr. Ilona Toufarová

Vysoká škola finanční a správní

Magisterský studijní program / obor:
Ekonomika a management / Marketing Communication