Evaluation of the Effectiveness of the Promotion of Public Catering Enterprises (Coffee House COFFESSION): Analysis of Relationship between Online and Offline Methods

Companies are forced to constantly adjust to the continuously changing operating conditions in the current economic situation and in this regard optimize their business processes. The dissertation is devoted to the study of promotion trends, analysis of the relationship between online and offline methods, consideration of their application by the COFFESSION. In the first chapter theoretical principles of promotion were considered. An analytical review was conducted of foreign and domestic papers studying this topic. The second chapter is devoted to the study of the object of research. The characteristics of the main activity indicators of the COFFESSION are given, an online survey of representatives of the target audience was conducted, the results obtained are described, as well as benchmarking of the competitors COFFESSION. In the final part, the strategy for promoting COFFESSION is described and analyzed, a prognosis model of its future status is developed, and recommendations are given for increasing the efficiency of its promotion, as well as other companies, which are work in catering. In the appendix, the brand book of COFFESSION, an example of the technical task to the designer for development of advertising illustrations and the questionnaire of an online poll of a target audience is resulted.