Development of Marketing Communication Program for the Product of Inсab Company

Nowadays the cable market is one of the fastest growing. Since marketing communications can influence a consumer to make a purchase, it is important to mention the marketing contribution in promotion. This becomes relevant when the company plans to launch the product to market, in particular, the company “Incab”, which produces the fire-resistant optical cable. The problem of marketing communications choice has become as incentive for further study. The overall objective of the research is to determine the marketing elements and develop a program that will increase product awareness in the market. We have studied the current situation in the cable market, analyzed competitors and marketing channels selection. Based on these data, a theoretical model of the marketing communications choice was developed. Then we made a plan of promotion as for a product and for the dealer network. Proposed marketing communications programs may be applicable to the company “Incab”.