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ACKNOWLEDGEMENT i PART A: INTRODUCTION 1 1. Rationale 1 2. Aims and objectives 1 2.1. Aims 1 2.2. Objectives 1 2.3. Scope of the study 2 3. Method of the study 2 4. Structure of the study 2 CHAPTER 1: THEORETICAL BACKGROUND 3 PART B: DEVELOPMENT 5 CHAPTER 1: THEORETICAL BACKGROUND 5 1. Overview of marketing and travel marketing 5 1.1. Definition of marketing 5 1.2. Definition of travel marketing 5 2. Factors affecting marketing activities in tourism business 6 2.1. Macro environment 6 2.2. Internal environment 7 2.3. Internal environment inside the company 8 3. Tourism marketing policies 8 3.1. Product policy 9 3.2. Price policy 12 3.3. Distribution policy 13 3.4. Mixed promotion policy 14 CHAPTER 2 : CASE DESCRIPTION 17 1. General information of Hung Le Travel C.o. Ltd. 17 1.1. Process of formation and development of the company 17 1.2. Company’development goal 18 1.3. Organization structure of Hung Le Travel C.o. Ltd. 18 1.3.2. Organization chart 18 1.3.3. Business results of the company in 2018 – 2019 21 2. Factors acttrating tourist in the low season 24 2.1. Product policy 24 2.2. Price policy 27 2.3. Distribution policy 28 2.4. Mixed promotion policy 29 3. Real situation of marketing activities to attract tourists in the low season of Hung Le Travel C.o. Ltd. 31 CHAPTER 3: ANALYSIS AND EVALUATION 37 1. Objectives and operation direction of Hung Le Travel C.o Ltd. 37 1.1. Objectives 37 1.2. Direction 37 2. Some solutions to improve marketing activities to attract tourists in the low season Hung Le Travel C.o Ltd. 38 2.1. Completing product policies 38 2.2. Completing the price policy 45 2.3. Completing the distribution policy 48 2.4. Completing promotion advertising policies 49 3. Some recommendations for the company leadership 54 3.1. Strengthen training and improve working efficiency of employees 54 3.2. Improve partner policies 57 4. Proposals to the state and the tourism industry 58 PART C: CONCLUSION AND SUGGESTIONS 60 REFERENCES 63 SUPERVISOR’S COMMENTS 64 COMMENTATOR’S COMMENTS 65
MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY DEPARTMENT OF ENGLISH LANGUAGES GRADUATION PAPER AN INVESTIGATION INTO THE REAL SITUATION AND SOME SOLUTION TO ATTRACTING TOURISTS TO HUNG LE TRAVEL C.O LTD IN THE LOW SEASON SUPERVISOR : PHAN THI NHU GAM STUDENT NAME : LUONG THI NGOC TRAM STUDENT CODE : 2220326458 CODE : 702 – 2020 COURSE : 2016 – 2020 Da Nang – May 2020 Graduation Paper Gam Supervisor: Phan Thi Nhu TABLE OF CONTENTS ACKNOWLEDGEMENT i PART A: INTRODUCTION .1 Rationale Aims and objectives 2.1.Aims 2.2.Objectives .1 2.3.Scope of the study Method of the study Structure of the study CHAPTER 1: THEORETICAL BACKGROUND PART B: DEVELOPMENT CHAPTER 1: THEORETICAL BACKGROUND 1.Overview of marketing and travel marketing 1.1.Definition of marketing 1.2.Definition of travel marketing Factors affecting marketing activities in tourism business 2.1.Macro environment 2.2.Internal environment .7 2.3.Internal environment inside the company .7 3.Tourism marketing policies 3.1.Product policy 3.2.Price policy 11 3.3.Distribution policy 12 3.4.Mixed promotion policy .13 CHAPTER : CASE DESCRIPTION 15 1.General information of Hung Le Travel C.o Ltd 15 Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 Graduation Paper Gam Supervisor: Phan Thi Nhu 1.1.Process of formation and development of the company 15 1.2.Company’development goal 16 1.3.Organization structure of Hung Le Travel C.o Ltd 17 1.3.2.Organization chart 17 1.3.3.Business results of the company in 2018 – 2019 19 2.Factors acttrating tourist in the low season 22 2.1.Product policy .22 2.2 Price policy 24 2.3.Distribution policy 25 2.4.Mixed promotion policy .26 3.Real situation of marketing activities to attract tourists in the low season of Hung Le Travel C.o Ltd 28 CHAPTER 3: ANALYSIS AND EVALUATION 34 1.Objectives and operation direction of Hung Le Travel C.o Ltd 34 1.1.Objectives .34 1.2.Direction .34 2.Some solutions to improve marketing activities to attract tourists in the low season Hung Le Travel C.o Ltd 35 2.1.Completing product policies 35 2.2 Completing the price policy 42 2.3.Completing the distribution policy .45 2.4.Completing promotion - advertising policies .46 3.Some recommendations for the company leadership 51 3.1.Strengthen training and improve working efficiency of employees 51 3.2 Improve partner policies .54 4.Proposals to the state and the tourism industry 55 PART C: CONCLUSION AND SUGGESTIONS 57 REFERENCES .60 Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 Graduation Paper Gam Supervisor: Phan Thi Nhu SUPERVISOR’S COMMENTS 61 COMMENTATOR’S COMMENTS 63 Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 i Graduation Paper Gam Supervisor: Phan Thi Nhu ACKNOWLEDGEMENT This graduation paper could not be finished without all enthusiastic assistance, advice and encouragement of my beloved lectures, families and friends First of all, I would like to express my deep gratitude to my supervisor, M.A Phan Thi Nhu Gam, who helps me research and write this paper from the first step to the last one Due to her patience, motivation, enthusiasm and huge knowledge, provided me the possibility to complete this graduation paper Secondly, I would like to thanks all lectures of Foreign Language Department at DTU, the silent ferrymen that has loved and taught me everyday Furthermore, I have more inspiration in studying all curriculums due to my loved lectures Thirdly, I always express my deepest gratitude to my darling family They have supported me when I met some troubles in this graduation paper They takes care of me everyday and always encourage me to study hard Last but not least, I would like to thank my friends, who be with me to deal with troubles in studying Besides studying, they have held many funny games to relax after studying I wish all of you have a good health and success! Best Regards Luong Thi Ngoc Tram Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 ii Graduation Paper Gam Supervisor: Phan Thi Nhu STATEMENT OF AUTHORSHIP Except where reference is made in the text of the thesis, this thesis contains no material published elsewhere or extracted in the whole or in part from a thesis by which have qualified for or been awarded another degree or diploma No other person’s work has been used without due acknowledgment in the main text of the thesis This thesis has not been submitted for the award of any other degree or diploma in any other tertiary institution Da Nang, May 2020 Luong Thi Ngoc Tram Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 iii Graduation Paper Gam Supervisor: Phan Thi Nhu ABSTRACT Some theories about the tourism business, travel services, tourism marketing and travel business performance It includes concepts, definitions and roles in tourism marketing and travel industry issues to provide us with an overview of the tourism industry Besides, there are also policy criteria for marketing solutions to attract tourists in low season We can see the business situation of the company in the last years and the marketing policies to attract domestic tourists of Hung Le Co., Ltd In the last years, the Hung has been on a steady development, the growth indicators have not had a big but very solid growth Providing a number of solutions to improve the efficiency of marketing activities to attract domestic tourists at Hung Le Co., Ltd These solutions are based on your own views and the actual situation at the company In addition, the thesis also makes a number of recommendations to the company and the state, the Vietnam National Administration of Tourism should make to build a fast and sustainable development of Vietnam's tourism business environment in the coming years Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 iv Graduation Paper Gam Supervisor: Phan Thi Nhu TABLES AND FIGURES Table 1.3.3 Business summary of Hung Le Travel Co., Ltd from 2017 and 2018 Diagram 2.1 Company Organization of Hung Le Travel C.o Ltd Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 v Graduation Paper Gam Supervisor: Phan Thi Nhu ABBREVIATIONS DTU: Duy Tan University FLD: Foreign Language Department TD : Transportation Department HRD: Human Resource Department FAD: Financial Accounting Department Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 vi Graduation Paper Gam Supervisor: Phan Thi Nhu Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 49 Graduation Paper Gam Supervisor: Phan Thi Nhu "differences" and "similarities" in branding on the web and branding in the traditional style The company needs to invest more in advertising, such as hiring a graphic designer to design each ad And the promotion of online programs needs to share the company's travel articles into groups of people who like to travel, travel, travel pages to get more exposure The page of the company has few followers will affect the image and trust of customers, giving customers lack of trust Currently, on the network, businesses like to buy and sell the company have also applied to increase the number of likes, comments back and forth between the products that the company launched into the advertising market Promotion Promotion is the form that the company uses to retain old customers to entice old customers Depending on the specific time, specific guests that the company uses different forms of promotions When applying this policy should be flexible to achieve the highest promotion effect Based on the promotional activities done by the company, I would like to offer some solutions to further improve the company's promotional activities as follows: Should the specific promotion program clearly detailed for the time travel Clearly define the objects and promotional goals to apply effective promotional policies Using a variety of promotional tools, promotions in addition to tour discounts, flowers, gifts for guests participating in the tour company can use special promotions for first-time visitors to buy tours that It is likely that the company will be a long-term partner to attract new customers to the company Or you may associate advertising partnerships with a number of manufacturers that produce simple, useful products to help them advertise their products, using that new product as a gift to customers However, it should not be used for the purpose of attracting more customers but applying rampant promotional offers that cause waste and reduce customer confidence in product quality Organize an award-winning game in the tour schedule that is the product of manufacturers For Hung Le C.o Ltd that own Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 50 Graduation Paper Gam Supervisor: Phan Thi Nhu restaurants and cafes can award a free meal at a restaurant, free coffee at a restaurant for a certain period of time, or join the newly designed tour With a variety of promotional policies that can help attract more customers to the company and can contribute to the advertising of business products in other fields or the tourism industry itself Sell Selling is a complex job that requires a seller of product knowledge, skills and sales skills, especially the ability to communicate, persuade customers, handle rejections well, customer inquiries ask questions to find out the cause of the guest Customers of the travel business when buying and selling often make comparisons and selections very carefully, long selection time should convince customers to buy products through negotiation is very difficult Some solutions to overcome sales difficulties: The company needs to improve sales skills for salespeople, regularly train sales staff, experienced employees to guide and help employees in work, knowledge exchange, sales experience The company also needs to pay more attention to after-sales activities Phone calls, letters or direct visits to create good relationships to improve the ability of repeat customers to buy and they will propagate, whisper to each other to maintain their health potential purchase Through the shop, establishing relationships with important customers, the sale is mainly due to the head of the company's tourism department In addition, the company should also regularly monitor and evaluate the performance of employees Discover good employees who have contributed and devoted to the company to have an appropriate reward policy and those who work poorly to find out the reasons for having plans for training and retraining in ideology and skills work or fire A good remuneration will help motivate the sales team and make sales more efficient Public Relations Business enterprises in general and tourism businesses in particular are now enjoying strong public relations activities Public relations is not about price but to Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 51 Graduation Paper Gam Supervisor: Phan Thi Nhu help the company build a good image for customers and a foothold in the market Public relations often has little immediate effect and it has a long-term effect In the past few years, the company's public relations activities have been very few, almost nothing in the past year Building a plan to establish good public relations will help the company build credibility, create awareness with existing and potential customers to attract customers for the company, contributing to reduce activity Campaigns the company can use tools such as press relations, creating events to attract the attention of the public every year, such as sponsoring a program that is popular with the public participate in a number of programs such as the city's top sports competitions, charity music nights, donations to charities, and participation in community activities…create outstanding product identities When intending to create public relations, it is advisable to select the appropriate tool with product characteristics, financial capacity of the company and the intended recipient Some recommendations for the company leadership 3.1 Strengthen training and improve working efficiency of employees Human policy is currently receiving a lot of attention from Hung Le tourism because for businesses in general and businesses operating in the field of tourism services like Hung Le tourism, people are extremely important factors determining the current operation as well as the future development of the business This is also the advantages and strongest points that the Hung Le Travel Company Most of the company's personnel have university degrees majoring in culture and tourism or related subjects, aged from 25 to 35 The employees in the company are provided with knowledge about specific activities at work in accordance with the provisions of the business and job requirements Regularly exchanging experience information, raising difficulties for staff to give the best measures to resolve, among employees in the company with the same duties as market room staff, instructions, executive Thanks to that experienced employees can exchange, help less experienced staff Employees are concerned Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 52 Graduation Paper Gam Supervisor: Phan Thi Nhu about salary and bonus, encourage employees to work well, effectively, ensure stable wages In the travel business, people are an important factor that needs to be addressed more than the people in the travel business decide all by the products and services created when there is contact between people and children people People are factors and almost exclusively from the design stage, creating products for product consumption Therefore, people play a crucial role in the production and consumption of travel businesses' products The success of a tourism business's marketing depends heavily on hiring, training, coaching, motivating and managing people in the business Most Hung Le Tourism Services C.o Ltd.'s employees have university degrees in tourism culture or related subjects, ages from 25 to 35 The company also uses marketing mix policies - tailor people as employees in the company are provided with knowledge about specific activities at work in accordance with the provisions of the business and job requirements regularly exchanging information and experiences, raising difficulties for employees to give the best measures to resolve, among employees in the company with the same duties as market room employees, iinstruction room, executive Thanks to that experienced employees can exchange, help less experienced staff Employees are concerned about common pay, encourage employees to work well, effectively, ensure a stable salary The employees in the company are people with long-term working experience, working seriously and having a high sense of responsibility, not afraid of difficulties, always learning and searching This is also the advantage, the strongest point is that the company has to be able to grow as it is today However, besides those strengths, there are still some weaknesses that employees in Hung Le Tourism Services C.o Ltd are suffering from, that is, some employees of the marketing department and able to communicate (but also mostly in English) To overcome this problem, the company should invest in employees to learn more foreign languages to facilitate the work, besides the company needs to conduct regulations on learning, checking foreign language skills such as completing a job specific tasks, must be checked regularly so that employees not forget and focus Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 53 Graduation Paper Gam Supervisor: Phan Thi Nhu on learning The company should have a more reasonable compensation regime for salaries to increasingly attract more talents from outside to work, capable employees in the company peace of mind to work, the employees not work The efficiency strives to improve the skills All employees form a unified division dedicated to the work for their own and the company's goals It is very important to recruit employees for retaining employees with appropriate remuneration Due to the very seasonal nature of the tourism industry, the travel business is also seasonal Therefore, in accordance with the company's current financial capacity, it is recommended to maintain a moderate amount (or slightly low) but there is a generous bonus policy for key employees in the company and those who work effectively each month to monitor and evaluate The company also needs to pay more attention to the lives of its employees to boost their morale, on holidays or public holidays, the employees may receive an additional amount of money or a gift Certainly, more concerned with female employees by giving flowers or gifts on March 8, there are reasonable resting working regimes for pregnant employees Visiting and giving gifts to sick employees to encourage and motivate the employees' morale Should vote for outstanding employees monthly and have an additional bonus next to the salary… All these things show the interest of the company to its employees, thereby encouraging them to work more enthusiastically, motivating them to devote themselves to the overall development of the company The recruitment of company employees should also focus right from the stage of recruiting employees to the company in the company, so recruiting employees with professional qualifications For important positions such as the head of the tourist office and sections, people must be recruited not only with professional qualifications but also with working capacity, long experience in the job, and heat Love, enthusiasm for the profession, high sense of responsibility, good management ability, ability to recognize and appreciate good people… The company's main business is the tour package, so the tour guides play a very important role, need to Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 54 Graduation Paper Gam Supervisor: Phan Thi Nhu constantly improve their qualifications and skills as well as the ability practical work of this staff, organizing cultural activities between the company's employees during recesses, public holidays, contributing ideas, absorbing ideas from each other For good and experienced employees who work for a long time and work effectively, the company should have a reasonable compensation regime so that they can feel the difference and have a different preferential regime From there other employees can see being motivated to try to work more effectively For new employees, the company assigns good employees to mentor, guide and regularly check and evaluate to grasp their capabilities, maintain a stable, quality team of collaborators long-term relations to both save and ensure good customer service The company should also regularly send employees to improve their professional skills, service attitude and especially they understand the nature of the job, aware of the meaning of the work they are doing Once you understand the job, the staff will focus more on the work, so that you can best serve customers In addition, the working environment is also very important, the leadership in the company must create a healthy working environment that is fair and competitive for employees, often interested in the work of employees and the lives of employees timely help staff 3.2 Improve partner policies The company implements a very successful partnership policy in its marketing activities The company utilizes relationships with foreign and local partners very effectively across the country But the company is also trying to pay attention to a few minor traits to make the partnership truly effective and bring more benefits to the company For long-term traditional partners of the company are providers of services for a package tour program such as transportation service providers, hotels providing accommodation services, restaurants providing food service, entertainment areas…The company should continue to strengthen its more Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 55 Graduation Paper Gam Supervisor: Phan Thi Nhu established relationships and further strengthen these relationships with associated contracts so that the company is always ready to take the initiative in providing services to customers in the package travel programs as well as avoid being pinched on prices or services at tourist destinations during peak periods of the tourist season For foreign partners, the company should strengthen relations with travel companies or travel agents at home and abroad in the form of cross-linking to make the company's guest programs convenient Easy and proactive as well as giving the company the opportunity to receive new sources of customers from partners On the side of state agencies, administrative departments, offices and embassies…It is related to legal papers, hospitality, visa services…The company should also maintain a closer relationship so that the implementation of additional services of the company is convenient to help perfect the company's product system Proposals to the state and the tourism industry Focus on building and developing Vietnam's tourism image on the international market The work is decisive to the development of tourism activities in Vietnam The State and Vietnam National Administration of Tourism should organize the establishment of distribution channels of Vietnam's tourism products in key markets throughout the country… In order to introduce and promote the image of Vietnam tourism to friends in the world, it is a communication channel connecting Vietnamese tourism businesses with the international market Focus on completing the key tourism products in parallel with the development of new tourism products Highly attractive tourism products are important factors to attract tourists to Vietnam and return to Vietnam The State needs policies to mobilize resources to build good tourism products, focusing on quality rather than quantity, along with the protection and development of natural landscapes surroundings It requires the coordination of many sectors involved, in which the General Department of Tourism has a key role in coordinating activities between the parties Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 56 Graduation Paper Gam Supervisor: Phan Thi Nhu Issue travel laws and specific travel management documents, travel guides, and tourism business activities Complete the specialized legal system of tourism, implement the Tourism ordinance, create a favorable legal environment for tourism management Relevant agencies should coordinate smoothly with tourism companies, reform administrative procedures, quick and accurate administrative procedures to avoid causing troubles for many tourists and business establishments tourism business There are standardized decisions on the contingent of tour guides, especially the contingent of domestic guides both in terms of professional qualifications and professional ethics Create more conditions to help business travel businesses about the budget as well as the introduction of tourism products to tourists, especially domestic tourists Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 57 Graduation Paper Gam Supervisor: Phan Thi Nhu PART C: CONCLUSION AND SUGGESTIONS With the economic development of our country, it is increasingly renovated in all areas of cultural, political and economic life From a farming farming farming economy to an industrialized and modernized economy The commodity economy, the market economy and the development of the people's life have been improved as the living standard has increased, the demand for traveling of the people is increasing Tourism helps people relax, relieve stress after stressful working days and help people have time together after days of separation due to work and life With abundant natural resources, along with a long-standing culture imbued with national identity, these unique traditional dishes not only fascinate the people of the country, but also make foreigners interested in coming Vietnam to enjoy and explore The high demand for tourism makes the tourism industry a key economic sector of the country, the tourism industry has made initial success to prove to be an important integrated economic industry Tourism business in general and travel business in particular is a relatively new economic sector in Vietnam Travel business is part of the tourism business The travel demand of the people is increasing, the economy is developing, so many travel companies have been born to meet the demands of the market The city of Da Nang is determined by the government to be in a key economic development area of the country, in the economic growth area of Middle Vietnam Being classified as a national grade I city, with a developed economy with dense population Da Nang has great potential for tourism, creating a triangle for tourism development in the Middle Along with the development of industry, agriculture, forestry and fishery, the travel business is an important economic sector of Da Nang With more than 100 travel businesses operating in Da Nang, competition is extremely fierce, fierce and customers are important factors for suppliers to produce and supply to the market satisfy their needs Therefore, marketing is the work of always seeking and Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 58 Graduation Paper Gam Supervisor: Phan Thi Nhu forecasting the development trend of the market From there, it helps businesses adjust or change to keep up with that development trend Only then can businesses gain a long-term and sustainable profit, at which point marketing plays an important role in the existence and development of each business The role of the marketing department is very important because this is the direct contact with guests, the representative of the company that decides the survival of the company The marketing policies implemented by this department are really the backbone for the company's vital activities Making good use of these policies is a prerequisite to ensure the operation and bring optimal revenue for the company For the tourism and hotel industry, due to the specific characteristics of travel products, the marketing tool has differences such as customers who buy goods based on their feelings, new products that are easy to copy and copy It is very difficult to create a reputable brand and quality of products with businesses In addition to product marketing, pricing, distribution and promotion, there must be additional factors such as people creating products in packages and programming Hung Le Travel Service Co., Ltd is a travel business company in Da Nang city Since its establishment, the company has experienced many difficulties and challenges in business, also achieved many successes Especially with the increasingly diverse travel business market like Da Nang now creating a lot of volatility including difficulties, challenges and opportunities After learning about the role and importance of marketing policies and the status of marketing activities to attract domestic tourists of the company I am aware that it is necessary to come up with a solution to improve the marketing policies in the company, contributing to attract customers to the company, mainly the domestic customer market The solutions I have given in this article are not intended to attract more domestic tourists to the company, contributing to further improve the marketing activities of Hung Le Travel C.o.Ltd to help The company's image is increasingly enhanced in the hearts of visitors in the country as well as internationally With limited visibility and Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 59 Graduation Paper Gam Supervisor: Phan Thi Nhu abilities, there are many shortcomings and I hope for the advice of the teachers I would like to sincerely thank the entire leadership, the staff of the Hung Le Company and the teacher Phan Thi Nhu Gam for always taking care and helping me wholeheartedly so that I can complete this report Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 60 Graduation Paper Gam Supervisor: Phan Thi Nhu REFERENCES VIETNAMESE [1] TS Tran Ngoc Nam – TS Tran Huy Nam (2001), Giao Trinh Marketing Du Lich, NXB TP Ho Chi Minh ENGLISH [2] Lion Dr Nishikant Jha(2016), Service Marketing (chapter 1548), Mrs.Meena Pandey Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 61 Graduation Paper Gam Supervisor: Phan Thi Nhu SUPERVISOR’S COMMENTS Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 62 Graduation Paper Gam Supervisor: Phan Thi Nhu Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 63 Graduation Paper Gam Supervisor: Phan Thi Nhu COMMENTATOR’S COMMENTS Student’s name : Luong Thi Ngoc Tram Class: K22NAD3 ... in the low season Hung Le Travel Co., Ltd is not out of the general trend Therefore, I choose this topic ? ?An investigation into the real situation and some solution to attracting tourists to Hung. .. through communication tools to stimulate customers' needs to buy products and services, creating conditions for customers to freely choose products consumption, creating favorable conditions for tourism... potential customers The point is to coordinate the dynamic implementation of the company's chosen marketing strategy and program The promotion aims to bring the company's information to customers through