A study on the promotion effectiveness of Petronas Kad Mesra / Roslee Lukin

The purpose of this study was to measure the promotion effectiveness of the Kad Mesra by PETRONAS Dagangan Berhad at several Petronas petrol station in Kota Kinabalu. To achieved and established the objective, the information was gathered and the survey was conducted among the customers who came and fill-up fuel for their vehicles at the said stations. Most of them were given the questionnaire. At the end of the research, it was found out that the promotion of the Kad Mesra seems effective. Most of the card holder are attracted with the contests and rewards introduced by Petronas Dagangan Berhad whereby those rewards had motivated them to be frequently used their Kad Mesra when fuelling their vehicles. The other promotional tools that helps was the advertisement campaign through media electronic such as TV3 and internet, through local newspapers, posters and banners which located at the petrol station itself. Several recommendations have been recommend at the end research as to enhance and increase the numbers of applicants as it will indirectly increase the sales volume.