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.
TOPIC OUTLINES
Title Page i
Certification ii
Dedication iii
Acknowledgements iv
Abstract v
Table of Contents vi
CHAPTER
ONE 1
1.0 Introduction
1
1.1 Background
to the Study 1
1.2 Statement
of Research Problem 2
1.3 Objectives
of the Study 3
1.4 Research
Questions/Hypotheses Statements 4
1.5 Significance
of the Study 4
1.6 Scope of
the Study 6
1.7 Limitations
of Study 6
1.8 Operational
Definition of Terms 7
CHAPTER
TWO 10
2.0 Literature
Review 10
2.1 Definition
of Sales Promotion 10
2.2 Importance
of Sales Promotion 10
2.3 Reasons
why Companies uses Sales Promotion 16
2.4 Development
of Sales Promotion Programme 18
2.5 Impact of
Sales Promotion 20
2.6 Benefit
of Sales Promotion 22
2.7 Sales
Promotion Techniques used in Marketing
Products 25
2.8 Summary
of Chapter 32
CHAPTER
THREE 34
3.0 Research Methodology
34
3.1 Research
Design 34
3.2 Population
of the Study 34
3.3 Sampling
Procedures 34
3.4 Data
Collection Methods 34
3.5 Validity
of Instruments Used 35
3.6 Method of
Data Analysis 35
CHAPTER
FOUR 37
4.0 Data
Presentation, Analysis and Interpretation 37
4.1 Presentation
of Data 37
4.2 Analysis
of Data/Hypothesis Testing 50
4.3 Discussion
of Findings 53
CHAPTER
FIVE 57
5.0 Summary
of Findings, Conclusion and Recommendations 57
5.1 Summary of Findings 57
5.2 Conclusion 58
5.3 Recommendations 58
References 61
Appendix 62
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
Most manufacturing
companies in Nigeria have been experiencing instability generally in their sales.
This has been altitude mostly to the present state of the nation’s economy and
partially, of course, to either ineffective sales promotion or most of these
companies the overriding
motivation which influences manufacturing industries to use sales promotion must be to
maximize profit, achieve greater market share, create awareness of the
existence of the company and equally increases sales volume. Considering the
above therefore, the significance of the study is in the fact that it will be a
valuable reference scholarly material for seven-up bottling company and the
entire soft drinks industries, as it is aimed at finding the effectiveness of
the various sales promotion schemes in the industry with particularly emphasis
on Seven-Up Bottling Company (SUBCO) experience.
The study also enables
the researcher to know more about soft drinks industry particularly its
promotional activities.
It will also enable the
present and prospective researchers and employees of the company to know more
about soft drink industry and its campaign.
1.6 SCOPE OF THE STUDY
The project examines
the impact of sales promotion in the marketing of soft drink with special
emphasis on bottling company Benin-City.
The study does not go
into the administrative and financial aspect of the company but only limited to
finding out the impact of sales promotion in the marketing of their products.
1.7 LIMITATIONS OF THE STUDY
It is not easy to
source for relevant materials put together for the study. This is as a result
of acute shortage of up-to-date textbooks and magazines in the school library.
In carrying out the research, the researcher may face the problem of frequent
travel to get necessary materials.
Finance may be another
problem. The time for the research study is also very limited because other
administration and class work activities some of the respondents in providing
appropriate answers to the questions.
1.8 OPERATIONAL DEFINITION OF TERMS
The following essential
terms used in this study are defined below:
Promotion: This encompasses all the tests in the marketing mix
whose major role is persuasive communication.
Advertising: This is any paid form of non personal presentation
and promotion of ideas, goods and services, events, opinions by an identified
sponsor.
Personal
Selling: This is a face to face
interview between the sales representative and the customers. It means oral
presentation in a conversation with one or more perspective purchases for the
purpose of making sales.
Publicity: Non personal stimulation of demand for a product,
services or business unit by planning commercially significance news about it
and a publish medium or obtaining favourable presentation of it upon radio,
television or stage that is not paid for by sponsor.
Sales
Promotion: This comprises of
those marketing activities other than personal selling, advertising and publicity
that are designed to stimulate consumer purchasing and dealer effectiveness,
such as displays, shows and exhibitions, demonstrations and various non-current
efforts and not in the ordinary routine.
Sales
Analysis: This involve examining
sales reports to see what goods and services have and have not sold well. The
analysis is used to determine how to stock inventory, how to measure the
effectiveness of a sales force, how to set manufacturing capacity and to see
how to see how to set manufacturing capacity and to see how the company is
performing against its goals.
Sales
Resistance: This is the resistance
by potential customers to aggressive selling practices.
Sales
Talk: This is a line of
reasoning or argument by a seller to persuade a buyer to buy its company’s
product or services.
Facilitators: These are those items that helps to remove risk or
burden on the part of the buyer example, a guarantee.
Selling
Offer: This refers to the
benefits associated with the purchase of a given product to buyers.
Prospects: This simply means potential buyer or buyers.
Respondents: This means the person or prospects to whom a
selling offer is being made.
Response: This refers to likely reaction of the respondents
to whom a selling offer is being made.
Market
Share: The percentage measure
of the share obtained by an individual company from the industrial sales.
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