Development of Promotion Strategy for the Loyalty Program

The relevance of the theme is very important because in now days we see changing in shopping malls visitors’ behavior, which opens up great opportunities for the development and transformation of the business. Shopping centers need to improve the quality of customer service. This program is dedicated to the launch and development loyalty program, which was also launched in the shopping center MEGA, and evaluate its effectiveness. There are three parts of the theme. In the first chapter were learned the theoretical and methodological foundations of marketing strategy developing and the process of its development. Also, in this part of project the concepts of loyalty programs were analyzed. In the second chapter were description of new loyalty program MEGA Friends, were made assessment of the used communication channels for promoting this project. Also, there were presented the KPI and the results of the project, analyzed the research results and calculated communication channels efficiency. The third chapter is a case study project. It assumes public using of this educational project at the university and assumes student possess marketing knowledge and competencies and can offer their solution to the problems of the case.