Company Promotion Program Development

Student: Verkholantseva Anastasia

Faculty: Faculty of Management

Educational Programme: Business Administration (Bachelor)

Year of Graduation: 2024

In today’s business environment the primary objectives of any company is to maximize revenue from the sale of its products or services, which can be achieved through a well-designed promotion program. A promotion program is a combination of various marketing tools, the coordinated use of which allows organizations to achieve their objectives. However, today company executives do not sufficiently focus on marketing and promoting the company in particular within the market. This work is aimed to develop a promotion program for a company operating in the confectionary market in Perm. The research involves the use of situational analysis, SWOT analysis, analysis of competitors and market trends, and consumer analysis through the use of questionnaires and interviews with company’s director. Based on the research, a promotion program has been developed for the SantOnore café-confectionary chain. The program includes a description of the promotion activities, their estimated cost and implementation period, as well as criteria for assessment the effectiveness of the program after it has been put into practice.

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