Development of the Promotion Program Based on the Example of "Keramissa" Company

The present work is devoted to the development of a promotion program for the «Keramissa» company, which is engaged in retail sale of ceramic tableware. At present, the market of tableware presents products for every taste and budget, which allows meeting the demand of consumers. However, the competition in this market is at a high level, so for the company engaged in retail trade of tableware development of the promotion program is relevant and a priority area of work. The theoretical part of the work is considered of the concept and tools of promotion, as well as the process of developing a promotion program for the further application of the information received in the practical part of the work. The practical part of the work includes the analysis of the promotion activities of the company «Keramissa», competitive analysis and the research of consumer preferences and behavior when buying tableware on the basis of which the promotion program was developed. The individual contribution of the student is offering the recommendations for the promotion of the company «Keramissa» and methods for further evaluation of their effectiveness to a practical implementation.