ABSTRACT
This
research work focused on the optimum promotion mix as effective tool for
enhancing sales. For this research work to be more presentable, it was divided
into five chapter, chapter one deals with, historical background of the study,
statement of the problem, purpose of the study, research question, research
hypothesis, scope and limitation of the study and definition of terms. Also
chapter two of the project work take a look at the concept of the promotion,
theoretical analysis of promotional, putting promotional mix into perception,
promotional mix strategies and determination of optimum promotional mix. In
chapter three, the characteristic of population is explained and samples design
and procedure with data collection instrument, administration of data, method
of data, method used in processing and analysis of data collected, limitation
and methodology.
Chapter
four of this project deals with data presentation and analysis also hypothesis
testing, result finding, history of the case study. In chapter five of the
study summary of finding, conclusion, recommendation references and
questionnaire are treated to give the research work backbone.
TABLE
OF CONTENTS
Title page
Certification
Dedication
Acknwledgement
Abstract
Table of contents
1.0 CHPATER
ONE: Background to the study
1.1 Introduction
1.2 Statement
of problem
1.3 Aims
and objectives of the study
1.4 Siganificance
of the study
1.5 Scope
of the study
1.6 Limitations
and constraints to the study
2.0 CHPATER
TWO: LITERATURE REVIEW
2.1 Concept
of Promotion
2.2 Promotional
Tools
2.3 Objectives
of Product Promotion
2.4 Concept
of Promotional Mix
2.5 The
Rationale for Promotional Mix
3.0 CHAPTER
THREE: RESEARCH METHODOLOGY
3.1 Research
population and Sample
3.2 Research
design
3.3 Instruments
of Data Collection
3.4 Admiistartion
of instruments
3.5 Method
of Data Analysis
4.0 CHAPTER
FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Brief
hisotry of promotion in Nigeria
bottling company, NBC
4.2 Business
objectives of NBC
4.3 The
company is products and their market
4.4 Rationale
of product promotion in NBC
4.5 Promotinal
mix of the company
4.6 Benefits
of the promotional mix to the company
4.7 Shortcomings
of the promotional mix in NBC
5.0 CHAPTER FIVE:
SUMMARY, CONCLUSIONS AND RECOMMENDATION
5.1 Summary
of findings
5.2 Conclusions
5.3 Recommendations
References
CHAPTER
ONE
1.0 BACKGROUND OF THE STUDY
1.1 INTRODUCTION
The high level of competition
and volatility of modern marketing environment coupled with the depressed
native of Nigeria
company has placed premium on many organization and companies, hence, there is
need to employs promotional mix to serve as effective tools to enhance sales.
Many organization viewed promotion as a waste of company funds, where as making
it accessible to target customers and communicating to customers which are very
important.
The role of promotion is to
communicate with individuals, groups or organization to directly facilitate
exchange by influencing one or more of the audience to accept organization
products. To facilitate exchange directly, marketers communicate with selected
audience about a firm or it goods and services. In facilitate exchange
indirectly marketers has to focusing communication abut company activities and
product on interest group. Such as environmental and consumer groups, current
and potential investors regulatory agencies and society in general promotional
mix is the combination of advertising, personal selling, sales promotion and
publicity.
For a firm to attain its
target market, the elements on promotional mix must be coordinate since they
are interdependent.
1.2 STATEMENT OF PROBLEM
The fundamental problem
confronting this research is to measure the significance of optimum promotional
mix as affective tools for enhancing sales. It is however note worthy that in
an economy characterized with high level of uncertainty and turbulence many
organization liquidated and wound up, while the so called giant are trying to
survive with as much stock undermanned in this research, the effectiveness of
promotional mix as viable tools for increase sales volume shall be evaluated
with particular reference to be Nigerian Bottling Company (NBC) Plc the start
of the sort drink industry.
Also analysis of the customers
acceptability of the firms product through customers satisfaction and reaction
which is acknowledge as the best indicator of measuring sales volume and
profitability shall equally be done effort shall be made to determine optimum
are of sales promotion for the case study.
1.3 AIMS AND OBJECTIVES OF THE STUDY
The aims and objective of the
study are: to access the future significance of marketing plan uses in
promotional mix.
- To measure
the success or otherwise of sales firm promotion in depressed economy
- To find the
reaction of consumers towards the use of promotional mix in the soft drinks
industry.
- To
identify the effectiveness of promotional mix on sales volume.
- To analysis
the various techniques of company promotional mix on sales both in the past and
present and their effect on sales volume.
1.4 SIGNIFICANCE OF THE STUDY
The significance of the is to
show the clear understating of optimum promotional mix as effective tools for
enhancing sales promotion because recent studies have emphasized the need to
wide the area of responsibility of effective promotion to take into cognizance,
the numerous users group and their drives interests. Therefore adequate
attention has to be draw to the issue of optimum promotional mix as to show
this can enhance sales in an organization.
1.5 SCOPE OF THE STUDY
This study will be limited to
the significance of optimum promotional mix as effective tools to enhance sales
in the Nigeria Bottling company (NBC) Plc. It is a company that value the need
for promotional activities and employs it tools to boost sales and profit. The
findings of this research will not necessarily be generalized to other
companies in Nigeria
producing similar products.
1.6 LIMITATION AND CONSTRAINTS OF THE STUDY
The research focuses on the
optimum promotional mix as effective tools for enhancing sales with special
emphasis on Nigeria Bottling company.
The research is case study in
nature which brought about many limitations some finance lack of enough time,
lack of adequate cooperation from respondent and case study.
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