Diploma - BTL in the marketing communication

The seller is blocked and sales of the product are suspended

Diploma - BTL in the marketing communication. Application of BTL-technologies on the example of the promotion of luxury chocolates of Ferrero

Introduction 3
Chapter I Role of BTL in the marketing communication 5
1.1. Marketing Communications 5
1.2. Integrated Marketing Communications 9
1.3. The role and place in the complex BTL marketing communications 12
1.3.1. The concept of BTL 12
1.3.2. Classification of BTL 16
1.3.3. Market analysis of BTL in Russia 18
1.4. Types of BTL technologies 20
1.4.1. Sales promotion (sales promotion) 20
1.4.1.1. Consumer promotion (promotion and sales promotion, designed for the end user) 25
1.4.1.2. Trade promotion (promotion of trade network) 31
1.4.1.3. Merchandising 33
1.4.2. . PR (event marketing) 45
1.4.3. Direct Marketing 47
1.5. Place of BTL-technologies in marketing communications 53
Chapter II. Development of BTL campaigns promoting elite candy company Ferrero 59
2.1. Situation Analysis 60
2.1.1. Analysis of the company's market 60
2.1.2 Competitive Analysis 62
2.2.Razrabotka BTL campaign
2.2.2. Merchandising 68
2.2.3 POSM 69
2.3 Development of the schedule of activities 69
2.6. Determination of budget measures 69
2.7 Evaluation of BTL-73 events
Conclusion 79
References 80