Key Features:
- No of Pages: 71
- No of Chapters: 05
Introduction:
Abstract
The abstract of this research is only available in the paid version.
Table of Content
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study
1.2 Statement of Problem
1.3 Purpose of the Study
1.4 Significance of the Study
1.5 Research Question/Hypothesis
1.6 Theoretical foundation of the study
1.7 Scope of the study
1.8 Limitation of the study
1.9 Definition of Terms
References
CHAPTER TWO: LITERATURE REVIEW
2.1 Theoretical Framework
2.2 Factors that contributes to sales promotion increase
2.3 Planning and Designing the sales promotion programme
2.4 Pretesting and post testing the sales programme
2.5 Budgeting for sales promotion
2.6 Sales promotions activity in Nigeria since independence
2.7 Sales promotion in Nigeria in the late eighties
References
CHAPTER THREE: RESEARCH DESIGN AD METHODOLOGY
3.1 Research Design
3.2 Sources of Data
3.3 Location of the Study
3.4 Population of the Study
3.5 Determination of Sample Size
3.6 Sampling Techniques
3.7 Method of Data Collection/Instrumentation
3.8 Method of Data Analysis
3.9 Validity and Reliability of Instrument
References
CHAPTER FOUR: DATA PRESENTATION ANALYSIS AND INTERPRETATION
4.1 Data Presentation
4.2 Analysis of Data
4.3 Testing of Hypothesis
4.4 Interpretation of Results
References
CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND
RECOMMENDATIONS
5.1 Summary of Findings
5.2 Conclusions
5.3 Recommendations
5.4 Suggest for Further Studies
Bibliography
Appendices
Introduction
1.1 BACKGROUND OF THE STUDY
Sales promotion is an indirect form of marketing promotion intended to stimulate quick action. It is those promotional activities other than personal selling, advertising and publicity that stimulate consumer purchasing and dealers effectiveness such as displays, shows and exhibitions, demonstration, coupons, contests, samples, premiums, trade allowance, point of purchasing displays, price cent-off pack and dealer allowance and other known routine selling efforts that are usually of short term activities.
According to Ebue (2000: 240) “sales promotion is that something extra that can arouse interest, creating a buying desire, sparks an immediate reaction from customers, middlemen or company sales force.
Sales promotion incentives are usually of short duration and the aim is to move sales of a particular product or brand above the existing level. Sales would increase if more customers are attracted to the shop, if non-brand users are attracted and if brand users are encouraged to buy more.
According to Nnolim (1979: 142) sales promotions is intended to aid both consumers pull and dealer push. They thus categorized sales promotions techniques in term of their consumer and dealer focus.
Consumer-pull promotion techniques are much activities like sampling, price incentives, refund or rebate, contest, premium like free in-mail pack of non-pack, self liquidators while trade push promotions techniques are such activities like merchandise allowance, money bonuses and gift, management assistance like training, inventory control displays and financial assistance.
According to Kotler (2003: 453-54) sales promotion, a key ingredient in marketing campaigns consists of a diverse collection of incentive tools, mostly short term design to stimulate quicker or greater purchase of particular products or services by consumers on the trade. Based on the sales promotion impact, the researcher used product life cycled theory.
Sales promotion holds a middle ground between advertising and personal selling. It is usually not directed as advertising but it is direct at much large groups than a typical personal selling effort.
Before the sixties, sales promotions had not become popular, but in recent years they had grown so rapidly between 1967 and 1976, and much more in the late eighties, nineties and beyond. Their rapid increase therefore and especially now that world economics like Nigeria are in down turns, have promoted or called the attention of the researcher to research and find out its “impact on soft drinks in Nigeria,” with particular emphasis on the Nigeria Bottling Company Plc and product such as coke, spirit and fanta soft drinks and malta.
Coca cola was found in 1886, and headquarters located in Atlanta Georgia in United State of America. In the year 1953, Nigeria Bottling Company started its operation in Nigeria by holding franchise for coca cola international which means that the formulation of the concentrate and recipe of the product have not been released to the Nigeria Bottling Company but the formula and syrup of the mixture is given to them to help them bottle the product in Nigeria.
However, coca cola is one of the world largest bottlers of coca cola product. They operate in 28 countries, 16 of which are members of European Union and serve a population of over millions consumers. Coca cola engages in the manufacturing, distribution and marketing of non-alcoholic beverage concentrate and syrups world wide, the company market its non-alcoholic beverage under various brand names includes coke, diet coke, fanta, sprite and also sell its finished beverage products primarily to distributors, company sell its beverage concentrate and syrups to bottling and canning operations. Distributors fountain wholesalers and fountain retailers.
The company is departmentalized as follows: marketing plant production, administration, catering clinics, workshop, stores and security department. Under administrative department, we have accounts section and personnel the production or plant department, which is divided in two sections; the carbon-dioxide section and product section. The carbon dioxide section undertakes only in production of the carbondioxides, for the production of drinks. Product section undertakes the mixing of syrup to bring the final products. A manager who is subordinate to the plant manager heads each department.
In a journal interview, with the company Chairman Adedeji (1975) that Nigeria Bottling Plc is the largest producer of soft drinks in the country. According to one estimate by this company makes about 60% of such drinks consumed in Nigeria. as not to put all their heads in one basket according to Adedeji (1985) Nigeria Bottling Company has branched out to non-soft drinks branches mostly agriculture. He also reported that the company now has 60% of the “Agricultural Seeds Limited” based in Zaria and 40% of those of “Kupa farms limited based in Kwara State”.
It decided during the last trading periods in (1985) to increase its shares in Delta Glass Company and acquire a controlling interest of 51%.
The Nigeria Bottling Company turnover has been growing from 14.3 Billion, 14.9 Billion, and 15.9 Billion as at 2004, 2005, and 2006 respectively. And the corresponding expenditure on sales promotion has grown also increased in 2004 to 2006 from 48 million in 2004 to 65 million in 2006. It is suspected that this increase in turnover might have come about partly as a result of high promotion activities.
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