Applying Promo Technologies at Points of Sales for Sales Stimulation

Under severe competition and rapid changes in market conditions companies are obliged to be in constant pursuit of new sales promotions methods which are flexible, technological and able to fully satisfy customer’s expectations. In accordance with the above, constant monitoring of the used promotion technologies’ effectiveness and their ability to satisfy customer’s needs become crucial for company’s survival. In the course of this research the usage of promotion technologies in the «Alpha» company was analyzed. On the basis of the key findings of this project several recommendations on the improvement of current product promotion system were generated and the mechanics of the development in planning, organization and control of the promotions were created. The recommendations set out in this research will help to minimize the risk of promoters’ unconscientiousness, to increase their motivation for performing qualitatively, which will lead to the growth in sales and market share.