This paper discusses the issue of marketing communication and the creation of
promotion activities for entities. First and foremost, it presents theoretical issues related to
the nature, component parts and models of marketing communication, the rules of
designing promotional activities in companies, the factors which determine the
effectiveness of such activities and the rules of creating marketing research for the purpose
of further promotional activities. Among the theoretical issues, the paper also describes the
tools of effective promotion which are used by companies in the modern day. Particular
consideration is given to various modern forms of promotion, such as internet promotion,
used by transport companies. The paper discusses a special character of the transport
industry and the tools of promotion used by Small and Medium Enterprises (SME).
The practical part of the paper focuses on the process of creating a promotional
strategy for a small transport company “MICH-TRANS”. As mentioned in the theoretical
part, in order to ensure the effectiveness of a promotional activity in a particular company,
in the first place it is necessary to carry out marketing research which will provide actual
information about the most effective forms of promotion in the given branch. With this in
mind, we conducted marketing research for the companies which required external
transport services in the Małopolska Region and which can become potential clients for
“MICH-TRANS”. The marketing research provided important market information for
creating a promotional strategy for “MICH-TRANS”.
Towards the end, on the basis of given information – both theoretical and practical
– the paper suggests a promotional campaign for “MICH-TRANS” for part of year 2011.
The tools used in this promotional campaign are meant to ensure its great effectiveness.
Nowadays creating an effective promotional campaign for companies is one of the most
important factors contributing to their market success. This is also true of such a small
entities as “MICH-TRANS” which act in the Małopolska region.
Celem niniejszej pracy jest analiza narzędzi i zasad projektowania efektywnej
kampanii promocyjnej. Ponadto celem jest sformułowanie efektywnej kampanii
promocyjnej dla firmy „MICH-TRANS” – małej firmy transportowej obsługującej
podmioty z województwa małopolskiego. Kampania ta została sformułowana na podstawie
wcześniej przedstawionej wiedzy teoretycznej, analizy rynku usług transportowych, a
także przeprowadzonych badań marketingowych. Badania marketingowe prowadzone były
za metody techniki ankietowej. Zakres przestrzenny badania obejmował firmy
zlokalizowane w okolicach Tarnowa. Próba badania obejmowała 40 firm produkcyjnych i
handlowych, zlokalizowanych w regionie Tarnowa. Dobór firm – nielosowy- dobór firm w
oparciu o katalog internetowy firm. Celem badania jest rozpoznanie preferencji klientów
związanych z ich zapotrzebowaniem na usługi transportowe. Przeprowadzenie
powyższego badania pozwoli na lepsze dostosowanie oferty oraz działań promocyjnych
przedsiębiorstwa transportowego „MICH-TRANS” do warunków rynkowych.