OPTIMUM PROMOTIONAL MIX AS EFFECTIVE TOOL FOR ENHANCING SALES IN THE NIGERIAN SOFT DRINK INDUSTRY

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    CHAPTER 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    CHAPTER 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.