THE EFFICACY OF SALES PROMOTION IN THE MARKETING OF CONSUMER PRODUCT (A CASE STUDY OF NIGERIA BOLTING COMPANY PLC WARRI, DELTA STATE)
ABSTRACT
Sales promotion is much more diverse than either personal selling or advertisement firms defines it in different ways depending on what they want to achieve. Association of marketing, America defines it as those marketing activities other than persons selling that stimulates consumers purchasing power and dealer effectiveness such as displays, shows, exhibition, demonstration and various non-recurrent selling effort not in the ordinary routine. The essence of this project work is therefore to review in broad terms the different types of sales promotion campaign, and the efficacy and the efficacy and the effectiveness of sales promotion in the achievement of organizational goal. In general, this study will be emphasizing on the efficiacy and effectiveness of sales promotion on consumers product like Nigeria bottling company product. for sales promotional programmes to be effective, the company should improve on their budget allocation to sales department as well introduces other sales promotional devices which they have not practiced like trade contest, collateral sales materials, advertising specialties and slotting allowances this will go along way to make sales promotion much effective and as much increase turnover for the company. In chapter two, related literature which the view of other authors were reviewed whole chapter three which is research design and methodology, the sampling techniques used was probability sampling techniques. The source of data were primary and secondary source. The primary source include the use of questionnaire, personal interview while newspaper, journals, textbooks and business magazine were the secondary source. In chapter four, the presentation of data were made by percentage method and the hypothesis test used is chi- square (X2). Based on the findings, the result reveals that the efficacy of sales promotional campaign stimulates the consumers purchase of Nigeria bottling company (NBC) product. In addition, it is advised that adequate time planning and budget can be made and allocation should be made to sales department of the firm so as to carry out necessary arrangement for sales promotional programme in the right time.
CHAPTER ONE
INTRODUCTION
Promotion is synonymous with marketing communication. They are often used interchangeably, they are professioner terms used to describe the aspect of marketing function which deals with information, persuading and reminding the target audience about a firm’s product offering. Thus promotion, comprises advertising, personal selling, sales promotion, publicity, public relation and direct marketing.
It should be noted that promotion is one of the promotion tools of marketing that move a product or service or idea in a channel of distribution to the target market. Such promotion tool is the pates promotion which stimulates or arouse the interest of the consumer to buy. The Nigeria bottling company (NBC) producer of soft drink uses sales promotion tools which comprises the consumer promotion, dealers, and sales force promotion. The company capilizes on more of consumer promotion, in this we have the sampling and demonstrations, sweepstake and others tools etc.
According to Philip Kotler in (2003) in marketing management defines sales promotion as a key ingredient in marketing campaigns, consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.
.