The Project File Details
This project examines the effect of sales promotion on the consumption of soft drinks. The study revealed the importance of sales promotional activities. The work also examines the importance and use of sales promotion. Information were gathered from both primary and secondary sources. The former involved the use of questionnaire and personal interview while the letter involved consulting printed materials such as test-books, journal etc. from the analysis of the collected data, it was revealed that sales promotion increased the sales of the company’s product. It was therefore recommended that it would be cost effective if the company improve on its products and sales promotion.
Table of Content
Advertising has a long fascinating history and has a major impact on our culture. Advertising has entertained move and motivated consumers for more than a century, and many of the images created by advertisers have become cultural icon – Ronald McDonald, the Maviboro man, Bunny, to name just a few. Much has been written about the history of advertising and how it reflects society and its whole range of activities.
However, sales promotion also have a very rich and interesting history; marketers have developed and used a variety of techniques over the past century to give consumers on extra incentive to use their products and services. Many of the sales promotion offers that motivate consumers today and have become part of their everyday lives have been around for nearly a century or more.
The success of sales promotion has had a major impact on consumers throughout the years and also has resulted in similar programs being developed by competitors. Such promotions show that advertising is not the only integrated marketing communication tool with a rich and interesting history, but sales promotion and other promo tools are still very vital means to boost the revenue of any given establishment.
Apart from the problem of recognition, sales promotion is the most recent promotion in strategy use by many establishment to boost and increase the market share of many enterprises. There is the dearth of sufficient information, technical knowledge as well as literature.
Sales promotion campaign need to be just and fair in extension to enable the right audience to benefit from the programme.
However, communication, finance and transportation facilitates are hardily adequate to support the programme especially at sell of time.
In Nigeria, the necessary conditions for effective sales promotion hardily exist.
This give rise to the following questions.
This research work is carried out in order to achieve the following:
The following hypotheses should direct the thrust of the study.
HO: Sales promotion does not result in high sales volume.
HI: Sales promotion result in high sales volume
HO: Sales promotion does to motivate consumers to consume more bottling of mineral drinks.
HI: Sales promotion motivate consumers to consume more bottles of minerals drinks.
This study will help also to highlight the extent to which the objectives of the organization are achieved through the use of sales promotion activities.
Secondly the study will help to identify whether sales promotion programmes are beneficial or not and to what extent.
Thirdly, the student will serve as a source of information to any person who may consult it. The study will furnish him or her with information on the effective application of the promotional activities in achieving organizational goals.
The study will help to ascertain the relevance of economic condition on sales promotional activities.
The scope of the work is limited to effect of sales promotion on the consumption of soft drinks. In the light of this techniques and principles of strategic management would be looked into to enhance the achievement of this aims and objectives.
Advertising: It is any paid form of non-presentation and promotion of ideas, goods or services by an identified sponsor.
Sales Promotion: These are marketing activities other than advertising, personal selling and publicity that are designed to stimulate consumers purchasing and dealer effectiveness such as demonstration, context premium, discount and other various non-current selling effort.
Marketing: Is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others.
Brand: This is a name, terms symbols or designed or a combination of them to identifying goods or services and to differentiate them from those of the competitors.
Sample: Is a part of the population of a subset from the set of unit which is provided by some process.
Psychology: This is the study of individual which enable us understand consumption needs, action, reaction and response of individual to different product.
Preference: It means a great interest in or desire.
Perfect Competition: It is a situation in which there are many buyers and many sellers in which no single seller can influence the ruling price in the market.
Consumption: This is the act of buying and using products.
Demography: This is a study of human population and its distribution.