Promotion Strategy Specific to Organizations Participating in “Back to School” Program

Romania’s stationery market records a growth rhythm of about 10-15 percent per year. For the beginning of school year 2007-2008, organizations of the type forecast a growth of 25%. During the top period, stationery sales grow generally with about 800-1000 % in comparison with a habitual period of the year. For distributors, the season of school stationery lasts from July to September, a period where it is accomplished 20-25% of the entire year turnover. All these events unfold rapidly in a relatively short period of time, 2-3 months for distributors and a month for retailers, producing a real storm in the frame of their management. In order to deal with “shopping fury” specific to the time before the school beginning, organizations of the field are in the position of applying a series of communication strategies. The purpose of this work is to highlight a practical example of communication plan specific to organizations involved in “back to school” program.