Sales Promotion Methods and Techniques – Consumer Contest

Ing. Michal Hlubuček

Bakalářská práce

Anotace:

This bachelor´s thesis deals with sales promotion techniques and methods. The main part of this work is a consumer contest in terms of marketing and also legislation. A practical part of this work is build up on the theory of this problematic. The objective of this work is to compare selected consumer contests. The goal of this work is to prove stated hypothesis. Based on two hypotheses it can be assumed that the consumer contests in FMCG food market are very similar and companies, even competitors, are using the same model of the contests. Also it is based on assumption that consumer contests do not offer a big financial value from the consumer point of view.

Abstract:

This bachelor´s thesis deals with sales promotion techniques and methods. The main part of this work is a consumer contest in terms of marketing and also legislation. A practical part of this work is build up on the theory of this problematic. The objective of this work is to compare selected consumer contests. The goal of this work is to prove stated hypothesis. Based on two hypotheses it can be assumed that the consumer contests in FMCG food market are very similar and companies, even competitors, are using the same model of the contests. Also it is based on assumption that consumer contests do not offer a big financial value from the consumer point of view.

Keywords

Consumer contest, sales promotion, marketing, marketing communication mix, Nestlé A.S., Nestlé s.r.o., Coca Cola.

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 16. 4. 2015

Obhajoba závěrečné práce

• Obhajoba proběhla 11. 6. 2015
• Vedoucí: PhDr. Karel Eliáš, CSc.
• Oponent: Ing. Jiří Šnajdar

Vysoká škola finanční a správní

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