Contents

• How to Develop a Promotion (Marketing Communication) Strategy
• Introduction
• The Umbrella Market
• Meaning of Promotional Strategy
• Advertising
• Sales Promotion
• References

Description

The product which has been selected to further carry on the study is umbrella. The case study is related to an umbrella company named as SENZ Umbrellas that is established by three founders all were from Delft University of Technology. The company was come into incorporation in the year 2005. One of the main visions of this company is to build up a plan to make umbrellas that will defend against rain and heavy wind. The estimated cost was anticipated up to selling 10,000, 60,000, and 110,000 umbrellas respectively. But the company didn’t do much well in the market as there are big competitors. Thus in this particular part we are asked to develop a proper promotional strategy for this company to attract and grab the umbrella market to some extent.