The efficiency of promotion policy a tea trade mark under domestic market conditions

Abstract

The article dedicates the efficiency of promotion policy of tea trade mark under domestic market conditions. Current activity of TM Alokozay Tea has been selected as an example for research. By analyzing there have been revealed the main communication instruments: public relations, advertising and sales promotion. Those basic instruments aren’t effective enough, because of having number of disadvantages, such us the high costs, unfocusing on the conclusive users, narrowly directed advertising campaign etc. The article contains online research to establish the consumer awareness to Alokozay Tea Company. The results of internet investigations confirmed the poor consumer’s informativity about this trade mark and the non-availability in the wide retail access. To improve promotion efficiency, the author proposed the following: to expand the distribution system (access to large retailers); to increase the scale of advertising campaign and introduce instant sales promotion. In conclusions, the author indicates the necessity to conduct comprehensive assessment of major financial and economic indicators, which reflects how well the company operates in the market and how well invested efforts, money and resources reproduce the final results. Keywords: efficiency, promotion policy, communication, advertising, public relations, sales promotion, tea, consumer, trade mark, market.

Specific feature of current tea market development arise a steady increasing role and importance of promotion policy in the relationships between trade companies and consumers. High competition in the tea market enhances the struggle between the companies for consumers, where victory is determined by effective work of marketing communication tools. By the competent communications support of tea producers brand distribution and popularity is increasing, by that the consumption of this beverage is enhancing. The article dedicates the efficiency of promotion policy of tea trade mark under domestic market conditions. Current activity of Alokozay Tea International Ltd. has been selected as an example for research. In the article a huge attention is paid to the necessity of optimal use promotion policy as a tool for ensuring the competitiveness of companies in the tea industry. The prerequisites for enhancing the competitive position in the Ukrainian market are the target audience expansion, the formation of commitment and customer loyalty through active promotion policy. The article noted the large number of tea brands on the domestic market, most of its admirers are faced with the choice of tea brands and trading enterprises faced with problem of implementation.The article describes the features of functioning and developing TM Alokozay Tea, as a leading foreign company. The priorities are to conquest the customer’s confidence by satisfacting demands of high product quality and to achieve leadership positions in the internal market.By analyzing have been revealed the main communication instruments: public relations, advertising and sales promotion. Those basic instruments aren’t effective enough, because of having number of disadvantages, such us the high costs, not focusing on the conclusive users, narrowly directed advertising campaign.In order to establish the consumer’s awareness to Alokozay Tea Company and its tea the author had conducted Internet research. The results of internet investigations confirmed the poor consumer’s informativity about this trade mark and the non-availability in the wide retail access. To improve promotion efficiency, the author proposed the following: to expand the distribution system (access to large retailers); to increase the scale of advertising campaign and introduce instant sales promotion. In conclusions, author indicates the necessity to conduct comprehensive assessment of major financial and economic indicators, which reflects how well the company operates in the market and how well invested are the efforts, money and resources to reproduce the final results - receiving a profit. Keywords: efficiency, promotion policy, communication, advertising, public relations, sales promotion, tea, consumer, trade mark, market.