„Kavamanija“ teikiamų paslaugų rėmimo veiksmų analizė

Kotelevskaja, Gintarė

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„Kavamanija“ teikiamų paslaugų rėmimo veiksmų analizė

Kotelevskaja, Gintarė

URI: http://dspace.kaunokolegija.lt//handle/123456789/462

Data: 2018-06

Santrauka:

Gintarės Kotelevskajos profesinio bakalauro baigiamasis darbas, „Kavamanija“ teikiamų paslaugų rėmimo veiksmų analizė. Darbe aprašomi rėmimo komplekso teoriniai aspektai, įmonės teikiamų paslaugų rėmimo veiksmų tyrimas bei rėmimo komplekso priemonės iki 2020 metų.

Description:

Gintarė Kotelevskaja. Professional BA thesis. The Analysis of Supporting Activities for Services Provided by Kavamanija. Final thesis. Supervisor Dr./Lecturer/Assistant Lina Kupstienė. Kauno Kolegija/ University of Applied Sciences, Faculty of Management and Economics, Department of Administration. - Kaunas, 2018. 44 pages. In today's changing societal view of the economic and social situation, the supporting activities of the services provided relate to the satisfaction of the target consumer's needs. Earlier applied and usual support measures nowadays become obsolete and ineffective in reaching the target user. This leads to the need for organisations to change their attitudes towards effective performance and to build on more advanced solutions for supporting actions. The main problem of the thesis - choosing the right support element for “Kavamanija”. The aim of the thesis - carry out an analysis of the support activities and provide possibilities for improvement of the support complex for “Kavamanija”. Methods of the thesis – scientific literature analysis, questionnaire interview, interview. The structure – the theoretical part discusses the theoretical aspects of the support complex, presents the concept of the promotion complex elements and its place in the marketing complex. The possibilities for advertising means to support services are listed. The sales promotion steps are analysed. The second part describes the characteristics of the “Kavamanija” company and conducts research aimed at evaluating the support of the provided services. The third part contains a strategy for the “Kavamanija” Supporting Complex by 2020. The results of the work: • A study of support for the services provided by “Kavamanija” has shown that “Kavamanija” is focusing on sponsoring. The company's promotion complex consists of advertising on social networks, public relations. • The strategy of the “Kavamanija” Promotion Complex presented in 2020 includes the expansion of “Kavamanija” advertising measures. The strategy proposed for the cafe is to advertise on Kėdainiai city television and radio, pay more attention to outdoor advertising, which includes advertising stands in Kėdainiai city and advertising on the owner's car. It is also suggested for the cafe to create an Instagram account on the social network and to create an advertising panel designed. The investigation revealed that the coffee shop is lacking the person responsible for advertising, therefore proposes to employ an advertising manager, a designer and a manufacturer of promotional products. It is recommended that employees be given a fixed-term contract until a promotional campaign has been created. The work consists of 44 pages, 10 tables, 14 pictures, 24 references and sources of information, 2 appendices.

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