Market promotion suggestions for NVC Lighting products : Case: NVC Lighting Feixi, China
Chen, Yajun (2013)
Savonia-ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013121821709
https://urn.fi/URN:NBN:fi:amk-2013121821709
Tiivistelmä
The research was conducted in the field of Feixi lighting industry. The study brings a suggestion for market promotion of NVC specialty store’s products and services in Feixi. Therefore, it helps the representative of NVC specialty store to increase sales, improve brand image and awareness, and enlarge the market share. The aim of the study was to find out the customer needs of NVC Lighting products and what kind of promotion activity is suitable for NVC specialty store. In addition, the thesis report gives some suggestions for the promotion of NVC specialty store’s products and services.
The purpose of the questionnaire survey was to understand the lighting market situation of Feixi. In addition, the promotion suggestions were provided according to the results of the questionnaire survey. The quantitative data was collected by means of questionnaires, which were given to 350 people while 316 respondents answered. The aim of the research was to investigate the demand of customers, brand recognition and product needs in Feixi area through a series of questions.
The conclusions show that the demand for NVC Lighting products has increased and the brand awareness of NVC has to be improved because of a big percentage of respondents in Feixi didn’t know the brand of NVC. After analyzing the questionnaire survey, the target market and market positioning of NVC were selected. In the thesis, two specific promotion projects are suggested for NVC specialty store aiming at increasing sales and improving brand awareness.
The purpose of the questionnaire survey was to understand the lighting market situation of Feixi. In addition, the promotion suggestions were provided according to the results of the questionnaire survey. The quantitative data was collected by means of questionnaires, which were given to 350 people while 316 respondents answered. The aim of the research was to investigate the demand of customers, brand recognition and product needs in Feixi area through a series of questions.
The conclusions show that the demand for NVC Lighting products has increased and the brand awareness of NVC has to be improved because of a big percentage of respondents in Feixi didn’t know the brand of NVC. After analyzing the questionnaire survey, the target market and market positioning of NVC were selected. In the thesis, two specific promotion projects are suggested for NVC specialty store aiming at increasing sales and improving brand awareness.