• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site
  • HSE University
  • Student Theses
  • Developing the Tool-kit for Promotion Efficiency Estimation in the Direct Sales Market on the Example of Company N

Developing the Tool-kit for Promotion Efficiency Estimation in the Direct Sales Market on the Example of Company N

Student: Tcevileva Marina

Supervisor: Vera Alexandrovna Rebiazina

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2017

The purpose of the current paper is to develop a toolkit that will allow to evaluate the efficiency of sales promotions to effectively manage the distribution of promotional activities and the budget allocated to them in company N. In the framework of the theoretical review, marketing metrics dashboard was chosen as a main toolkit to evaluate the efficiency of sales promotions. Based on the main stages of the development of this tool, a mixed research design approach was developed. As the results, efficiency and effectiveness of sales promotions metrics were developed and evaluated in the example of direct sales company N. The testing of the chosen toolkit showed that the sales promotion in terms of the distribution of marketing resources were efficient, but not effective, which can be explained by failures in the electronic system of placing orders, as well as low consultants’ satisfaction with terms of some sales promotions. Also, six recommendations were developed to assess the efficiency of promotions in company N. Advantageously, the recommendations relate to the implementation of marketing metrics dashboard, the main advantages of which have also been described in the work.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses