Abstract:

Promotion of the company on the market is one of the most important components marketing policy. Planning and organizing the program today more and more attention is paid to the promotion of the company. By promoting can be considered any form of messages with the help of which the firm informs and convinces people, and also reminds them of themselves and their goods, services, ideas, social activities or other activities, influencing society.

Promotion is an integral part of the marketing mix. activities. Marketing strategy is the main plan for the development of the company, which will ensure its growth in profits. A well-designed marketing strategy allows you not to only to determine the desired target audience, but also to establish a permanent contact with the consumer. For successful functioning and development firms need to carry out comprehensive marketing activities [1].

The relevance of the topic of this work is due to the fact that in difficult economic conditions an international chain of coffee houses needs a program promotion, which would allow with the smallest economic reach more representatives of the target audience at a cost. Also availability promotion programs will allow the company to achieve long-term goals, to which include an increase in the number of consumers, consolidation of the leading positions in the public catering market. More and more companies are transferring the promotion of their company to the Internet. This is becoming a fairly effective way to increase customer loyalty. Thus, companies that widely use basic digital technologies, both for automating business processes, primarily those related to order processing, and for interacting with consumers, have high profits in the market, which increases the company's competitiveness.