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PROJECT TOPIC: THE INFLUENCE OF SALES PROMOTION IN STIMULATING SALES PERFORMANCE: A CASE STUDY OF NIGERIAN BOTTLING COMPANY PLC ONITSHA

 

THE INFLUENCE OF SALES PROMOTION IN STIMULATING SALES PERFORMANCE: A CASE STUDY OF NIGERIAN BOTTLING COMPANY PLC ONITSHA   

 ABSTRACT

 

This project deals on the influence of sales promotion in stimulating  sales performance of an organization. A case study of Nigerian Bottling Company Plc, Onitsha. The research project is extremely important for the Nigerian Bottling  Company Plc, the study was motivated to find out  the influence of sales promotion in stimulating sales performance of an organization. To solve the research problem, both primary and secondary data were collected. The instrument used in collecting the data were questionnaire, oral interview, published report and document. The respondents were based on both staff and consumer of the company’s product. In organizing and presenting data collected, tables, frequencies and percentages were used. The various hypotheses were tested using the chi-square. To achieve the aim of the project, the data analysis and interpretation gave the finding below:

  1. How sales performance is depended on sales promotion in an organization.
  2. How sales drop as a result of ineffective use of sales promotion.
  3. And to find out how sales promotion induce or influences consumers to buy more of the organizations product.

Also, the researcher  recommended the following finding, that;

  1. The company must compete favourably and achieve their goals and objectives.
  2. They should use sales promotion from time to time as marketing strategy.
  3. The staff should be well trained in the area of marketing as it is the collective responsibility of everybody involved in the management of the organisation in mind of consumers.
  4. The company should carry out marketing research to find out what sales promotional tools appeals more to the consumer.
  5. They should also be mindful of the environmental factors.

The conclusion of the study states that since the consumer are faced with a lot of intense persuasion by competing organisation through various types of sales promotional tools, only organisations that are able to determine the sales promotional  tool and consumers preferences will highly be patronised.

      CHAPTER ONE

        INTRODUCTION

        1.1     BACKGROUND OF THE STUDY

  The consumer product industries are seriously undergoing a period of transformation especially in this era of industrialization, where competing brands are prevailing frequently everywhere, and this call for activity that can help increase sales in the face of intense competition in order to stimulate sales performance for a period of time in the market and as well increase market share of an organisation. Sales promotion for this reason quickly came to mind as an adequate marketing tools that can be used to accomplish this corporate objective of any marketing entity. According to Anyanwu (1993) in his definition. He defined sales promotion “as comprising of wide variety of tactical promotion tools of short term incentive nature”. Promotion can as well be called special offer because they are extra and specifically carried out in a particular time and place.

Nwokoye (2000) defined sales promotion as an activity that is used to stimulate sales of a product or services and usually occurring once or even over a limited period of time as a “sales” conducted by a retail store or featuring price reductions  of many item of marketing. Kotler (2000), defined sales promotion as “a short term incentives aimed at  encouraging purchase or sales of a product or services. He further points that sales promotion is designed to stimulate stronger target response.  Nkem (2001) also went  further to define sales promotion as a marketing communication efforts or promotional campaign activities articulated by business firms, carefully planned, organised, staffed, directed, monitored, controlled and carried out by marketing men.

The objective of sales promotion are derived from the basic communication objective  which are for the consumer, that may encourage more usage and purchase of a given brand; building trial among non-brand users and stimulate brand loyalty. Sales promotion objective include getting retailers to  stock new lines of product, it is as well encouraging seasonal buying, off-setting competitive promotion, it help gain entry into markets and finally for the sales force, it encourage sales people to support new product or model, as well induce them to prospect activity for consumer and also stimulate sales during off season period.  Sales promotion devices are usually classified based on the sources and the target. The source in this aspect could be the manufacturer, the wholesaler and the retailer and the target could be the consumer organisation or the industrial users, the wholesaler and the retailers.

Sales promotion as a source of stimulating demand has various techniques that must be adopted which include samples, premium, coupon, cash rebates, contest, trade shows, buying allowance e.t.c all these depend on who  the   source and target are. So, this study generally tries to access the impact of sales  promotion in stimulating sales performance of the organisation who uses this tools effectively. The Coca-cola company came into existence on  8th May 1886 by Dr. John Styth Pemberton, a pharmacist in Atlanta Georgia, U.S.A. Coca-Cola was established in Nigeria in the year 1953 with her first plant at Lagos, but presently, Coca-Cola has over 185 (one hundred and eighty five) plants all over the nation.

THE INFLUENCE OF SALES PROMOTION IN STIMULATING SALES PERFORMANCE: A CASE STUDY OF NIGERIAN BOTTLING COMPANY PLC ONITSHA

 

 

  1.2 STATEMENT OF THE PROBLEM

The effect of depression in economic activities on most organization is that sales drop, there are no sales in some cases for a  long time, this lead to  closure or liquidation of such company. So since the consumers are either unaware of the organisation’s product offerings or have developed a stronger habitual behaviour on the use of a particular product been offered thereby leading to death of close substitute in the market place; then the significance of sales promotion becomes unavoidable. Among all the strategies being adopted by an organisation to achieve its goals and objectives, there are still some serious  problems confronting the companies as they do not operate in a vacuum, they operate in an environment  which has its aim effect on the patronage of those organisations.

So, the problem presented in this work is to find out:

  1. How often is sales promotion used as marketing tools.
  2. To suggest ways in which organisations can effectively apply the sales promotion tools which will encourage the organisations to maintain an optimum profit level.
  3. To help scrutinise the obstacle, both internal and external that militate against effective usage of sales promotion as a marketing strategy.
  4. To access the level of satisfaction from the marketing activities being carried out in Nigeria.
  5. To make possible forecast in the degree of sales performance when sales promotion is used.
  6. To discover how effective is sales promotion when adopted as a marketing strategy.
  7. To find out how sales promotion provides last minute and specific inducement that may attract marginal consumers.
  8. Finally, to find out the role of sales promotion in the marketing of a product.

 

THE INFLUENCE OF SALES PROMOTION IN STIMULATING SALES PERFORMANCE: A CASE STUDY OF NIGERIAN BOTTLING COMPANY PLC ONITSHA

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