SALES PROMOTION OF PRODUCT X

V diplomskem projektu obravnavamo trženjsko komuniciranje, in sicer opredelitev le-tega, vlogo v sodobnem gospodarskem okolju in izzive, s katerimi se sooča v 21. stoletju. Navajamo instrumente oz. orodja trženjskega komuniciranja, s katerimi sporočila o ponudbi podjetja ali drugih novosti dosežejo ciljne skupine. V prvem delu diplomskega projekta pojasnjujemo, zakaj so nekatera orodja (neposredno trženje in pospeševanje prodaje) primernejši od konvencionalno uporabljenih (oglaševanje). V nadaljevanju našega dela se osredotočamo na opredelitev in cilje pospeševanja prodaje. Pospeševanje prodaje vidimo kot odlično orodje za uspešnost preživetja izdelka X na trgu. V raziskovalnem delu s pomočjo intervjuja in anketnega vprašalnika umestimo trženjsko komuniciranje in pospeševanje prodaje v zgodbo o uspehu podjetja Pro-FIT Team, povzamemo ugotovitve in podamo sklep na zastavljene hipoteze.In our paper we have been focusing on marketing communications. We have tried to identify its meaning and role and how marketing communications cope with challenges in business environment of the 21st century. Firstly, we have listed and followed the fad in use of marketing communications tools\u27, which serve as a \u27client\u27 in providing messages about new products and services to potential clients. In first part of our paper we explain why some tools (direct marketing and sales promotion) are preferred with respect to conventionally used-ones (advertising or flogging). In second chapter of our diploma we have narrowed down to sales promotion and its goals. We argue that sales promotion is the most appropriate instrument for guaranteeing success of product X on market. Secondly, research part of our paper was conducted with interview and questionnaire. We have tried to summarize the effects of marketing communications and sales promotion that led towards the success of Pro-FIT Team