Considerations on the promotional activity on the DIY market in Romania

• Author: Finaru M., Chitu I.B.
• Pages: 63-68

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 8 (57) No. 2 - 2015

Considerations on the promotional activity on the DIY

market in Romania

Mihai FÎNARU1, Ioana Bianca CHIU2

Abstract: Communication is a component of the marketing mix of great impor tance for the

success of companies on the market. Currently the promotional activity of companies is

experiencing a variety of manifestations, the manufacturers and the distributors are always

interested in finding ways to promote themselves differently, moreover to draw the attention of

consumers and to produce the desired behavior among them. DIY market is a highly competitive

market and the promotional techniques used by the companies in this field are very diverse. In

this context, this paper aims at presenting a series of promotional aspects of the techniques used

by two of the largest DIY companies on the Romanian market Dedeman and Praktiker.

Key-words: integrated marketing communication, do-it-yourself, marketing research

1. Introduction

Nowadays the consumer is bombed with a lot of promotional impulses, coming

through various channels, from traditional television, radio, internet and newspapers

to bus stations etc. everywhere we hear and see promotional messages. The

increasing number of manufacturers and retailers bring their contribution to this as

they are trying to use as many channels as they can so their message could reach the

consumer and become more creative.

Precisely from the multitude of messages that companies send to various

partners (stakeholders), either actual or potential customers or collaborators the

concept of integrated marketing communication developed.

Generally speaking integrated marketing communication (Pelsmacher,

Geuens, Bergh 2005, 9) gives a new perspective on the entire communication mix

(consisting of advertising, public relations, sales promotion, personal promotion,

etc) from the point of view of the consumer, i.e. the flow of information from a

source. Without necessarily giving a definition of the integrated marketing

communication, Ph. Kotler (2010, 429) explains this concept claiming that

companies must consider that in every meeting with the consumer (regardless the

1 Transilvania University of Braşov, finarumaihai@yahoo.com

2 Transilvania University of Braşov, ioana.chitu@unitbv.ro