ABSTRACT
The main objective of this project was to determine the extent to which sales promotion is understood, accepted and adopted by 7-up bottling company, Benin City. In conducting the research, information was gathered from secondary source like books and journals. Personal interviews and questionnaire were also used as primary sources. The researcher observed that sales promotion stimulates consumers to buy more and that sales promotion also have a positive impact on the sales of 7-up products. The researcher concluded that, sales promotion is very important in any manufacturing company that is interested in expanding its existing market share. It was therefore recommended that the company should allocate enough funds for the execution of sales promotion programme because of its relative importance in terms of increase in sales volume and profits and that sales promotion should not be regarded as an emergency tool but as integral part of the company’s marketing effort.
CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND TO THE STUDY
Promotional strategies in marketing theory and practice have over the years been concentrated on advertising, personal selling and publicity campaigns. The degree of competition in the business environment usually dictate the type and sophistication of promotional strategies. When sales growth appear stagnant or product gets to its maturity stage, the best promotional option is need for soft drink industries to adopt promotional strategies for the purpose of winning their target buyer and the public through the process of communicating information with the aim of persuading, convincing and possibly changing their attitudes and behaviors.
At the stage of maturity sales are best stimulated through free gifts and assistance to middlemen and final consumers. This promotional technique has been widely adopted by marketers in various industries, especially the breweries. In this project, effort will be made to find out the impact of sales promotional strategies on the marketing of soft drinks using seven-up bottling company Benin City as case study.
1.2 STATEMENT OF RESEARCH PROBLEM
Nigeria market is essentially a “sellers market”, where intense competitions is on between indigenous and foreign producers of goods and services. Each participant in the competition helps struggling not only to maintain but to expand it existing market share. Different techniques and advise had been employed to indicate sales promotion at the expertise of competitors. The Nigeria media both the point and electronic carry on daily basis different forms of advertisement, sales promotion and other products. In addition certain economics incentives are also introduced to the induce patronage.
However the extent to which these varied techniques yield customer patronage and increase sales volume is unknown. Although the manufacturing organization have greatly benefited. Through such marketing campaigns there is the need to establish the most induces customer patronage as well as increase in sales volume. The main techniques employed in this study include sampling, purchases, exhibition and specialties.
It is hoped that this study will reveal a lot in sales promotion techniques in terms of the most effective strategy to adopt by many organization.
1.3 OBJECTIVES OF THE STUDY
The study on the impact of sales promotion in the marketing of soft drinks in seven-up bottling company Nigeria plc aims at achieving the following specific objectives.
1. To examine the impact of sales promotion on sales volume.
2. To investigate sales promotion, is very effective in building image and good will of the company.
3. To examine the rational and investigate the problem associated with sales promotion.
4. To investigate new sales promotion activities are carried out with a particular reference to the sales of soft drinks.
5. To determine the effect of sales promotion on turn over.
1.4 RESEARCH QUESTIONS/HYPOTHESES STATEMENTS
Following hypotheses in order to obtain necessary information, the following hypotheses have been formulated
Hypothesis One
HO: Sales promotion does not stimulate consumers to buy more.
HI: Sales promotion stimulates consumers to buy more.
Hypothesis Two
HO: Sales promotion has negative impact on the sales of 7up products.
HI: Sales promotion has positive impact on the sales of 7up products.
Hypothesis Three
HO: Sales promotion does not enhance consumer loyalty.
HI: Sales production enhances consumer loyalty.
1.5 SIGNIFICANCE OF THE STUDY
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