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PROJECT TOPIC- EFFECT OF SALES PROMOTION ON THE SALES OF COCA-COLA SOFT DRINKS

PROJECT TOPIC- EFFECT OF SALES PROMOTION ON THE SALES OF COCA-COLA SOFT DRINKS

CHAPTER ONE

INTRODUCTION

The world of business today calls for a great sophisticated competitors producing similar products. One of the major concerns of business enterprises in an environment is to identify and develop an effective marketing strategy for its products. Some companies try to improve their product package, some try to offer free products

Manufacturers, who want to win the mind of the buyers of their products and drive away the interest those consumers have over competitors products, usually adopt marketing concept that sees the interest and satisfaction of the consumers as a focal point for any reasonable promotional strategies. Sales promotion has been the major factor stimulating sales of a product.

It is one of the major parts of marketing communication mix. Apart from sales promotion, we have other promotion mix like advertising personal selling, public relations and publicity. Base on this, the question note is how effective is sales promotion in sales of products (Coca-Cola in particular). The Nigeria Bottling Company tool up its source from Coca-Cola international. It was established by John Pemberton. He is a pharmacist and has operated in Nigeria since 1953.

The Nigerian bottling Company (NBC) was commissioned first at Apapa in Lagos. It has the largest plant of all the branches of Nigeria Bottling Company. The branches include Enugu, Onitsha, Owerri, Jos, Kaduna, Ibadan, Aba, Maiduguri etc. Together with their various Deport. A Deport was established along Abakaliki-Enugu express was in 1980 from the branch office at Enugu.

It was headed by the Deport sales services office (D.S.S.). He is the senior superintendent and assisted by another sales supervisor together with the following people. Accountant, Drivers, Store Keeper, Severity men and workers. The duty of the Deport sales service officer is to take care of the whole activities of the Company.

To see that every body focus on their activities in the Company. While his assistance, the sales supervisor as his Job implies ensue a full record of all sales of the Company. The storekeeper is in chapter of all the drinks in the Deport. His duty is when the Deport sales service office gives the loading order to the fork lift operators; he will comply with the order and make sure that all the sales truck must be loaded accordingly.

They usually move their drinks from the branch office Enugu to the Deport t Abakaliki. They have six sales truck and nave seven salesmen in the Deport. Through size of them operate the vehicle to the market and the seventh person stays in the Deport in case of emergency situation to replace such driver. The drivers or salesmen after their daily sales for proper checkup of drinks sold and unsold.

They drivers usually received commission of #4.00 per crate they sell, which us paid together with their salaries. They stock different brands like Fanta, Coke, Krest Bitter Lemon, Sprite, Krest Tonik Water, and Club Soda etc. They have 25cl, 35cl, and 50cl, I like in most cases.

PROJECT TOPIC- EFFECT OF SALES PROMOTION ON THE SALES OF COCA-COLA SOFT DRINKS

1.2 STATEMENT OF RESEARCH PROBLEM

This era of business competition ushered most business organization to adopt the most effective promotional tools in marketing their products. The Nigeria Bottling Company has tied to adopt sales promotion, and other promotional activities in the sales of their products. Though sales promotion have been the most effective tools used of the sales force, producer and product.

Sales promotion offer incentive of buying their product like giving free drinks, and other prices that could be won during their promotion period. They have been large sales of Coca Cola product due to product performance and sales promotion; they gain competitive advantage over their competitors. Lastly, the problem of the study is to examine how effective sales promotion is in marketing and sales of Coca-Cola products. If they continue to adopt sales promotion, will it increase brand awareness, attract new users or buyers of heir product, stimulate repeat purchase of their products?

1.3 RESEARCH OBJECTIVES

The objectives of the subject matter on the effect of sales promotion on the sales of coca-cola soft drinks include the following:
(1) to find out if sales promotion increases sales of Nigeria Bottling Company products.

(2) To find out the effect of sales promotion on sales of Nigeria Bottling Company products.

(3) To find out whether sales v attract new buyers of Nigeria Bottling Company products

(4) To examine the effect of sales promotion in new product introduction by Nigeria Bottling Company.

(5) To examine whether sales promotion can help to stimulate repeat purchase of Nigeria Bottling Company products.

(6) To examine whether sales promotion can help increase store traffic of NBC products.

1.4 STATEMENT OF HYPOTHESES

The following hypotheses were set to be tested in the study.

(1) H0:      Sales promotion will not lead to high sales of Nigeria

Bottling Company products.

H1:     Sales promotion will lead to high sales of Nigeria

Bottling Company products.

(2) H0:      Sales promotion does not attract new buyers of

Nigeria Bottling Company products.

H1:   Sales promotion do attract new buyers of Nigeria

Bottling Company products.

(3)   H0:    Sales promotion does not stimulate repeated purchase

Of Nigeria Bottling Company products.

H1:   Sales promotion usually stimulate repeat purchase of

Nigeria Bottling Company products.

1.5 SIGNIFICANCE OF THE STUDY

This study when successfully carried out and supervised will go a long way to offer practitioners, expects and scholars in marketing communication a lot  of information on promotional mix decision as well as operation of sales promotion.

This study is expected to provide information to the Nigerian Bottling Company to achieve their target goal. It will help them to know while they should continue to adopt sales promotion and its positive effect in marketing their products.

The findings of this study will become an academic input and should therefore constitute a useful and interesting text in the library.

The study will help the management of the Nigerian Bottling Company not only to know the effect of sales promotion in sales of their products but also its application in marketing.

Finally, the study is carried out as a partial fulfillment of the award of BSC degree in marketing of which without being successfully carried out will hinder degree certificate.

1.6 SCOPE AND LIMITATIONS OF THE STUDY

This study is limited to staff of Nigeria Bottling Company Abakaliki involve in promotion and marketing and consumers within Abakaliki. External bodies may not be required due to time constraints and other factors that include:

TIME: The research work is only limited to a semester, hence the problem of time is even more amplified when considered that the researcher had to attend to other aspects of his study order than the research work since both academic studies and research work run concurrently.

LITERACY LEVEL:

Low literacy level of some of the respondents was very low. As a result, problems were encountered in the completion of the questionnaire as some were properly or wrongly filled.

COST: The cost of traveling to the head office of NBC Enugu branch and other branches out side Ebonyi state was one of the factors that limited the study to NBC Abakaliki depot.

ATTITUDE OF RESPONDENTS

Some respondents may find it difficult to give information about themselves while others may give wrong information about themselves.

1.7 DEFINITION OF MAJOR TERMS

SALES PROMOTION

Sales promotion consist of any consumer or trade programs that add tangible value to brand of that consumer or trade program in order to stimulate sales and create more awareness of such program.

SALES

The activities involve in giving a product to a buyer for exchange of price paid on that product.

MARKETING

Marketing is the management process responsible for the identifying, anticipating and satisfying customers wants profitably.

PRODUCT

A product is any thing tangible and intangible that is offer to the market for attention, acquisition, use or consumption that might satisfy a want or need.

CONSUMER

A consumer is a person that buys goods from the producers, wholesaler and retailers for final consumption.

PROJECT TOPIC- EFFECT OF SALES PROMOTION ON THE SALES OF COCA-COLA SOFT DRINKS

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