ENCOURAGING THE CONSUMPTION OF LOCAL PRODUCTS

Abstract

The paper aims to develop a design that integrated marketing campaign that includes strategic marketing activities ATL and BTL for Kosovo’s products, so as to increase the GNP (Gross National Product), to develop national economy and to promote the general population to buy local products. Tactics mentioned throughout the strategy are created in order to enable the Kosovar Producers capitalism turnover of their production line. The main strategic necessity focuses on the intersection of products -higher sales- sales programes, acompained by a coherent and stable frame work for the acquisition and retention of customers. Activities envisaged for marketing campaign quartely, to enable evalution of the marketing campaign for 3+3 months in 2012, followed by other campaigns throughout 2012. After the activities succesful marketing campaign to stimulate the consumption of local products, the necessary financial suport is of crucial importance.

Keywords: marketing, consumption of local products, customer, national economy.