Promotional strategy its effectiveness on the vissan companys business activities

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES AND INFORMATION TECHNOLOGY (HUFLIT) SCHOOL OF FOREIGN LANGUAGES ~III~ GRADUATION PAPER THEME: PROMOTIONAL STRATEGY ITS EFFECTIVENESS ON THE VISSAN COMPANY'S BUSINESS ACTIVITIES Advisor Student Class : NGUYEN THI QUYNH, MSBA : NGUYEN THANH NHA : KA9602 I I HO CHI MINH CITY JULY, 2000 :j Table of contents Page Acknowledgement List of figure and tables Introduction ; Chapter 1: An overview of promotion 1.1 Definition : 1.2 History of promotion ; 1.2.1 History of promotion in the world ; • 1.2.2 History of promotion in Vietnam : 1.3 Important of promotion • 1.4 Promotion mix " 1.4.1 Advertising 1.4.2 Personal selling 10 1.4.3 Publicity : 10 1.4.4 Sales promotions , ~ 11 1.5 Promotion environment 12 Chapter 2: Promotional Strategy 16 2.1 Total promotion budget ; : 16 2.2 Promotional strategy 19 2.2.1 Advertising 19 2.2.2 Sales promotion : 24 2.2.3 Personal selling 31 2.2.4 Publicity 38 Chapter 3: Promotional Strategy at the Vissan company • 42 3.1 Introduction aboutthe Vissan company 3.1.1 Establishing and developing process 42 42 ,I 3.1.2 Targets, responsibilities and authorities of the Vissan company 44 3.1.3 Functions and responsibilities of departments 45 3.2 Technology and material bases 48 3.2.1 Machinery and equipment situation 48 3.2.2 Material supply situation 49 3.3.3 Technology organizing process , 50 3.3 Business activities at the Vissan company 52 3.3.1 Ranging of business products : 3.3.2 Business situation in 1993-1999 54 3.3.3 Foreign and domestic market 3.3.4 Marketing activities at Vis san 52 , ~ 55 59 3.4 Promotional strategy 60 3.4.1 Advertising 61 3.4.2 Sales promotion 65 3.4.3 Personal selling : 3.4.4 Publicity 70 72 3.4.5 Analyzing effects of promotion strategy on the company's business activities 73 3.4.6 Some measurement to motivate promotional activities 78 Chapter 4: Recommendation and conclusion 85 4.1 Recommendation 85 4.2 Conclusion 89 References •••• J List of figures and tables Page Figure 2.1 32 Figure 2.2 , • 33 Figure 2.3 ; • 33 Figure 3.1 44a Figure 3.2 50 Figure 3.3 , Figure 3.4 57 Figure 3.5 , Figure 3.6 57 : Figure 3.7 61 ~ Figure 3.8 63 : Figure 3.9 ~ : 67 69 Figure 3.10 Figure 3.11 52 71 ; Figure 3.12 74 : 75 Table 3.1 53 Table 3.2 53 Table 3.3 54 Table 3.4 73 Table 3.5 77 Table 3.6 80 Table 3.7 82 Table 3.8 86 ******** Acknowledgements In completing this graduation paper, I have received invaluable help, advice and encouragement from my teacher, the company and friends First of all, I would like to thank my supervisor, Ms Nguyen Thi Quynh, for recommendations and providing materials and for giving me ideas and advises in widening my acknowledge and completing the graduation paper My special thanks should go to President Huynh The Cuoc and Ms Luong Thi Ly for their helpful suggestion and encouragement I also thank to the help and advise of the Vissan company, especially for Mr Phan Van Dung providing his materials and experiences in marketing activities, particularly in promotional activities I own my thanks to my family and my friends for their constant supports and encouragement To them, I delicate this graduation paper Page Graduation paper Nowadays, in modem marketing, the promotional strategy not only becomes a most popular strategy but also can not be lacking in all organizations to inform, persuade or remind its target market, its products and its activities Although the objective of promotion is to facilitate satisfying exchanges by communicating positive, persuasive information to a target market, promotion is one of the most highly criticized activities in marketing Most of us would agree that it would be difficult to make informed purchase decisi