Comparative Analysis of Promotion Strategies in the Industry of Energy Drinks in Kosovo
Comparative Analysis of Promotion Strategies in the Industry of Energy Drinks in Kosovo

Summary/Abstract: Energy drinks remain one of the most dynamic segments of soft drinks. Recent developments indicate that companies are extending their activities. The fact that the category of energy drinks is so successful is leading to a highly competitive environment. Therefore, to increase profit and to create a firm position in such a competitive market, promotion policies and its strategies and forms by companies should be properly understood and implemented. To this end, this part of the paper will review literature from various authors for purposes of understanding the role of drafting and implementing promotion strategies and marketing itself in companies in general. Data from theoretical aspect have served as guidance in conducting the practical part of this paper on the ground. In the second part of the paper, a practical research was conducted; a survey questionnaire with owners of two energy drink producers in Kosovo was carried out, i.e., “Golden Eagle” and “Red Rain”. As a result of primary data we have obtained from the survey, we established the extent of the basic knowledge of these companies. At first, regarding marketing in general, but also on promotion and promotion strategies in particular. Also, there were selected 30 customers of these two companies from the random sample to see whether there was an impact of promotion forms that these companies used on their choosing of products. Finally, from the data obtained from primary and secondary sources we managed to come to certain specific and meaningful conclusions both in terms of the companies we studied, but also about other companies of the same or other similar sectors.

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