This research work titled sales promotion is important in Nigeria
economy. Case study Coca-cola was carried out with the following objectives.
To find out the impact
of effective sales promotion on increasing coca-cola market share.
To find out the extend
sales promotion has contributed to the economy. Based on these existensive
literative review on textbook, Journals, and material on the area of the sudy
was carried out. The research came up with the following findings.
- Sales promotion encourges customer’s purchase of
coca-cola and equally creates customersattention and desire for the product.
- Sales promotion equally contribute to the
development of the economy Based on this findings the researchers recommend the
- The company should not only define it target for
appropriate choice of promotional tools that suit the audience but should make
sales promotion cost effective to be able toachieve it’s objectives.
The government should monitor the sales promotional activities of
the companies because some of them are deceptive.
if properly carried out we booost the company’s position in soft drink
industries and equally contribute to economy of the country. It was equally discovered
that most of Nigeria companies that engages in sales promotion activities are
very difficult for customers to win the reward and even when the reward is won,
it is difficult to be collected by the winner.
1.1. Background of the
1.2. Statement of the
1.3. Objectives of the
1.5. Significance of the
1.6. Scope of the
1.7. Limitation of the
2.1. What is
2.2. Components of
2.3. Nature of sales
2.4. Difference forms of sales
2.5. Effectiveness of sales
2.6. Objectives of sales
3.0. Detail of
promotion in brewery
of sales promotion in the
4.0. Summary of finding recommendation and
4.1. Summary of
1.1. BACKGROUND TO THE STUDY.
Ebue B. (2000: P. 339)
sees sales promotion as something that can arouse interest, create a buyer
desire, spirit an immediate reaction from customers middlemen and company’s
sales force. It is the name trhat is applied to special kind to sales
accelerating personal selling or publicity and also its activities are directed
to consumer middlemen or the forms sales force.
In order to achieve
sales promotion objective certain thing are added to the company’s product so
as to have more customers to purchase the product while existingcustomers are
encouraged to be patronizing sales promotional activities are directed to
customer’s, middlemen or the firm own sales force. It is considered as a social
sselling effort incentive designed to stimulate buying action. However, sales
promotion consists of coordinated seller imidiately effort to establish
channels of information and persuation to faster the sales of goods and
services, to the people from the stage of unawareness to the stage of awareness.
Sales would increase if
more customers are attached. Sales promotion are grouped into three size.
Consumer protection which contails coupons, premium, consist demonstration etc.
Trade or dealer, promotion which consists of tree goods merchandize allowances,
buying allowance etc. and sales force promotion which involves sales contests
specials bonus, sales meeting. Consumer promotion has enhance the immediate,
that is to say that benefit, we immediately, but it does not build any long
term consumer framerlise and contrast to advertising sales promotional devices usually
only the promotional materials available at the point of purchase, therefore
sales promotion which is one of the promotional tools are feared towards the
Eloga and Ani
(2000.279) maintained that sales promotion has not contributed to the growth of
company butalso the Nigerian econmy as a result of this the research or
critically look to the importance of Nigeria Economy with special interest on
OF THE PROBLEMS
The Nigeria bottling company PLC is the leader in the soft drink
market in Nigeria, the company has different of several brands of soft
drinkwhich are marketed to customer’s or consumer like tanla, sprite, tonic
water,bitter lemons and coke product which the coca-cola is it’s trade mark has
been in Nigeria market for many years. How effectively is the application of
sles promotion tools in the company?
In as much as the effective application of sales promotion, what
is the level of increase in sales turn out?
Many people have come against sales promotion, trhat most often
what was promised was not given and even the companies makes it difficult to
win. But many believed that it has enhance the walfare of the people. In the
view of the researcher will ensure the asone question.
OF THE STUDY
To find out the impact of effective sales promotion on increasing
To find out whether sales promotion increase the profit of the
To find out whether the sales promotion has any default with
regards to the competitor
To suggest how to use sales promotion as an effective tool for
increasing market share
To find a means of maintaining and improving the quality of sales
promotion and improving it to ensure maintainace marketing.
To suggest and recommend waya of using sales promotion for better
To find out the extend sales promotion has contributed to the
i. Are sales promotion adopted by coca-cola lead to
customer increased desired for their product.
ii. Does sales promotion activities of coca-impacts
positively on the profit of the company.
iii. How has trhe sales promotions helped on consumer
iv. Are sales promotion adopted by coca-cola help in
managing the sales of product.
v. Has sales promotion contributed to the Economy
growth of the country.
OF THE STUDY
In this study the company benefits a lot because through the
study the company will know sales promotion has favoured them. In case, if
there is any fault the study will help them improve the sales promotion in
order to be more attractive and beneficials to the consumers or target market.
The compeling company take advantage by reading through it and
allowing how it has favoured their competitor’s and try to improve them sales
promotion techniques and tools to enchance sales for the company
The readers as well benefit in the sense that when one is writing
on related issue, one has to study the alreay written project to collect some
fact which will help him or her put things together, also reveal to the reader
how far other researcher have gone in that issue and start from where they
Moresore the consumers will be aware of how and quality of the
product or commodity consumed. It will enable the consumers to patronize more
because the will be improved in the quality of sales promotion used and the
quality of coke itself.
1.6. SCOPE OF
This study concentrated on the importance of sales promotion to
the economy of the country but emphases was heard on coca-cola drinks in Enugu
Sales promotion is defined as the broad name for special kind of
sales stimulating activities other than advertising, personal selling and
publicity, it is a special selling incentives. Anything that would move sales
above the existing level is a sales promotion it has the quality of attention
getting and stimulating sales in off seasons. The sales promotion tools are
consumer promotion it, samples,coupon premiums, price discounts, demonstration
Also trade promotion e.g. dealers contest; free goods, merchandising
allowance etc. and also sales force p[romotions e.g. Bonus, sales force contest
etc. product sampling and demonstrations. Demontrations are very important when
the dicision to buy is influenced by seeing the ptoduct in use, frequently
purchased and not to expensive goods. Sampling also has to do with a situation
where customers get the products free or allowed to use it free of charge. It
is more effective in getting the customers to actually try the products.
Are leaflet given to customers which enable them to buy a product
at a cheaper price. it is used to produce trust, convert into regular users and
to attract many prospects to the product.
Are to boost sales by creating product awareness and trust.
The free-in-mat and self liquidating premium offer better incentives that are
related to the product concerned.
It is a mark down in the retail price of the product to enable
consumers to put more and more consumer to buy the product. It is a non
selective form of promotion. The benefits are extended to the consumers who
normally would have purchased the product without the price reduction.
REFUND OFFERS AND DISCOUNT:-
It is a special consumer deal that is used to encourage customers
to buy and to reineforce brand loyalty. It creates interest and provides good
sales atmosphere or taking point for the sales people and are often used to
attract special attention to the product package. Considerably, these sales
promotionaltools are geared towards making customers have assets to the product
and company creating good relation between the public, the company and the
prosuct. To ensure that customers are satisfied at the profit of the company.
TERMS AND CONDITIONS APPLY
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