The purpose of the research was to create a promotional plan that will help a particular company to improve promotional activities and gain more customers. Moreover, it was focused on the most effective ways of promotion which lead to increase in sales. The data for the theoretical part was collected from the secondary sources, such as books, articles and Internet sources. The data for the empirical part was collected from the primary information source – the case company and secondary source – company’s web-site. Moreover, the company’s customers were questioned in order to collect information about their attitudes and thoughts connected to the topic. The result of the study is the promotional plan designed for the case-company, taking into consideration its current performance, supported by analysis and customizing promotional tools for it and based on the customers’ experiences. The plan is ready to be implemented by the company and it provides the list of action that the company should concentrate on to achieve its targets and goals. Further research is needed to study the expenditures for the company of implementing and running this plan.