AN EVALUATION OF THE EFFECTIVENESS OF SALES PROMOTION AS ELEMENT OF PROMOTION MIXES
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TITLE PAGE
AN EVALUATION OF THE EFFECTIVENESS OF SALES PROMOTION AS ELEMENT OF PROMOTION MIXES
BY
---
EE/H2013/01430
DEPARTMENT OF ----
SCHOOL OF ---
INSTITUTE OF ---
DECEMBER,2018
APPROVAL PAGE
This is to certify that the research work, "an evaluation of the effectiveness of sales promotion as element of promotion mixes" by ---, Reg. No. EE/H2007/01430 submitted in partial fulfillment of the requirement award of a Higher National Diploma on --- has been approved.
By
--- . ---
Supervisor Head of Department.
Signature………………. Signature……………….
……………………………….
---
External Invigilator
DEDICATION
This project is dedicated to Almighty God for his protection, kindness, strength over my life throughout the period and also to my --- for his financial support and moral care towards me.Also to my mentor --- for her academic advice she often gives to me. May Almighty God shield them from the peril of this world and bless their entire endeavour Amen.
ACKNOWLEDGEMENT
The successful completion of this project work could not have been a reality without the encouragement of my --- and other people. My immensely appreciation goes to my humble and able supervisor mr. --- for his kindness in supervising this project.
My warmest gratitude goes to my parents for their moral, spiritual and financial support throughout my study in this institution.
My appreciation goes to some of my lecturers among whom are Mr. ---, and Dr. ---. I also recognize the support of some of the staff of --- among whom are: The General Manager, Deputy General manager, the internal Auditor Mr. --- and the ---. Finally, my appreciation goes to my elder sister ---, my lovely friends mercy ---, ---, --- and many others who were quite helpful.
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As firms increase in number, modern marketing calls for more than just producing the products, pricing them attractively and making them accessible to the target market, in addition, they must also communicate to present and potential stakeholders and the general public. The marketing communication mix consists of five major modes of communication: advertising, sales promotion, public and publicity, personal selling and direct marketing. The objective of this study was to evaluate the influence of promotional mix elements on sales. These groups produce agricultural and non-agricultural products. A sample of sixty-six were selected from these women groups by use of simple random sampling technique. Primary data was collected using structured and unstructured questionnaires athe questionnairesnd were administered personally. Data was presented by use of tables and graphs then analyzed using descriptive statistical techniques such as frequencies and mean. Summated scale (Likert-Type scale) was used to aggregate the evaluation of promotional factors on sales. There was also the use of chi square test. The study found out that most women groups mainly use sales promotion but face the problem of cost due to lack of finance for carrying out promotion. From the study recommendations was made that in order to help improve sales by the women groups so as to improve their life standards, there is need for women groups to get financial support. There should be rural electrification and the government need to organize seminars and workshops for members. The study shall be useful to women groups, Non-Governmental organizations and learning institutions
TABLE OF CONTENT
COVER PAGE
APPROVAL PAGE
DEDICATION
ACKNOWLEDGEMENT
TABLE OF CONTENT
- GENERAL INTRODUCTION
- STATEMENT OF THE PROBLEMS
- OBJECTIVES OF STUDY
- RESEARCH QUESTIONS
- LIMITATION OF THE STUDY
- SCOPE OF THE STUDY
- SIGNIFICANCE OF THE STUDY
- DEFINITIONS OF TERMS
- HISTORICAL BACKGROUND OF SEVEN UP BOTTLING COMPANY
CHAPTER TWO
2.0 LITERATURE REVIEW
2.1 NATURE AND SCOPE OF SALES PROMOTION
2.2 OBJECTIVE OF SALE PROMOTION
2.3 CHARACTERISTIC OF SALES PROMOTION
2.4 DECISION IN SALES PROMOTION
2.5 SALES PROMOTION AND OTHER PROMOTION TOOLS
2.6 SALES PROMOTION TOOLS
CHAPTER THREE
METHODOLOGY
3.0 RESEARCH METHODOLOGY
3.1 LOCATION OF THE STUDY
3.2 SOURCES OF DATA COLLECTION
3.3 PRIMARY DATA
3.4 ADMINISTRATION OF RESEARCH INSTRUMENT
3.5 PROCEDURE FOR PROCESSING COLLECTED DATE
CHAPTER FOUR
4.0 PRESENTATION ANALYSIS INTERPRETATION
4.1 INTRODUCTION.
CHAPTER FIVE
5.0 SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
5.1 SUMMARY OF FINDINGS
5.2 CONCLUSION
5.3 RECOMMENDATIONS
CHAPTER ONE
- 1 GENERAL INTRODUCTION
According to and Kirk Patrick (1982). promotion is an important element in marking mix of most firms and it is not important in others for soft drink manufactures, whose products, price and distribution channels are very similar to those of competitors seller of can juices and sweet flavored drinks in includes the members of great many of differentiating their products in the minds of the consumers.
Many industries lay emphasis and attention on promotion than other marketing mix to create effective awareness and it enhance purchase because, promotion gives the description of product to the end users and target market.
However, in the promotional activities, the industry get chance to communicate effectively with potential customer to beat the drum its products.
The promotions are used to disseminating information or communicating with the target audience. They include various forms of advertising, packaging, sales presentation and demonstration, point if purchase displays, sales (literature, films) and incentive tools (coupons contest, trading stamps, premium) and publicity programs. Historically, industries first made separate functions out of personal selling later out of advertising them, out of sales promo tools and ultimately out publicity. The four major promotions.
- 2 STATEMENT OF THE PROBLEMS
The soft drink environment is bedeviled numerous structural and promotional problems from past decades, these problems includes the following;
- Manufactures did not take great cognizance of sale promotion.
- Manufactures use other promotion tools; advertising personal selling e.t.c instead of whir sales promotion is required.
- Sales promotion was being used during and adverse economy. Other problems involved are that bottlers in various townships fail to conduct proper marketing research on the consumer. Gift to be used during sales promotion are those, which the consumers would grave for .
Also the cost of conducting sales promotion should not be too much to avoid running at a loss
Many people do not know what sales promotion means to entail. Others cannot even differentiate one promo tool from another. Bottlers have failed to create in the mind if customers the impression that they are getting something for nothing, also the purpose of sales promotion, when conducting it, is not well communicated to people in certain towns.
- 3 OBJECTIVES OF STUDY
There have been assertions that sales promotion, as an element of promotional mix, has been helping soft drinks bottler effectively. This study tends to correct this impression. The objectives of this research include the following
- To know if sales promotion really motivate customer to buy (more) of soft drinks
- To know the response of customer and their behavious to sales promotion.
- To examine the impact of sales promotion on customer patronage of soft drinks produce.
- To identity whether the customers will continue to buy the soft drinks when sales promotion activities stop
1.4 RESEARCH QUESTIONS
The motive behind the industry (soft drinks) is continued used of sales promotion provide the major issues of discussion which supply answers to such questions.
- Do the manufactures realize the impact or effects of sales promotion on their business?
- Do they examine and evaluate, if sales promotion fails to make expected impact?
- Will customer buy much of soft drink during sales promotion?
1.5 LIMITATION OF THE STUDY
This research, effectiveness of sales promotion in soft drink industry is constrained by the following factors:
Lack of access to document:- formed the looked worm attitude of the official releasing secret information and fear of espionage from competition
Attitude of respondent:- the cold attitude display by respondent is really disgusting. Financial constraints: transport and academic material ranked highest in the general research.
Time constraints: His appointment of time on academics and other social obligation was indeed not easy.
Social obligation was indeed not easy
Material:- insufficient of Nigeria authority marketing tests.
1.6 SCOPE OF THE STUDY
The main forum of this study is on sales promotion as an element of promotional mix, which indicates that sales promotion will be single out. The study will focus on soft drinks market in Ilorin with reference to 7up bottling company, Ilorin plant.
1.7 SIGNIFICANCE OF THE STUDY
1. The important of this to make many bottlers of soft drink realize the part sales promotion plays as on element of promotion mix. In this sense, many manufactures of soft drinks have used some forms of promotion irrelevant to their problems in order to increase sales and maximized profit.
2. Some do not even know when which promotional to adopt or use this study aims at establishing and critically analyzing the effect of sales promotion as one of the elements of promotional mix.
3. This study is also significant in term of its contribution to existing knowledge. This is to say that the time, cost and energy expended in acquiring this knowledge are justified
1.8 DEFINITIONS OF TERMS
Adverting: - this is any form of ideas goods or services by an indentified sponsor.
Brand: - the name of product which consumer apply their analytical or active thing to win a price
Contest:- a sales promotion in which consumer apply their analytical or creative thinking to win a price.
Competition: - it is the set of alternative firm that could provide a product to satisfy a specific market need.
Coupon:- a sales promotion that usually offer discount price or interest to customers.
Industry: - it is a big establishment by manufacture or services firm for trade and manufacturing.
Management: - this is defined as getting effective result by organizing and directing this co operative effort of humans
Market:- a group of potential customers with similar needs and sellers offering various products, satisfying those needs or group of sellers for something of value. It is those customers who have needs are willing to spend their money to satisfy their needs.
Marketing mix: - the controllable variable or element that the company put together to satisfy a target group, it is called the 4ps (product, price, promotion, place).
Organization: - forms of organized human activities engaged in commercial or industrial activity providing goods and services to the society with the view of making profit.
Point of purchase display:- these are display materials setup at there tail location to build traffic, advertise the product and promote impulse buying, this include windows displays, floor and wall displays, streams and posters.
Premium: - an item that is offends free or at a bargain price to encourage the customer buy and advertised product
Product:- as good or serves or idea consisting of a bundle of tangible and intangible attribute that satisfy consumers and is received in exchange for money or other unit of valve.
Promotion: - communicating information between seller and potential buyer to influence attribute and behavior.
Promotional mix: - they are set of devices or strategies used to achieve promotional objectives (advertising personal selling sales promotion and publicity).
Publicity:-it a non personal stimulation of demand for a product service or business unit by planting commercially significant news about it in a published medium to obtain favourable presentation of it through radio, television or stage that is not paid for by the consumers. Public relations:- the attempt by which information persuasion and adjustment to engineer public support of activity. Course, movement or institution.
Sales promotion:- promotional activities other than advertising personal selling and publicity that stimulate interest, trial purchase by final customers.
Strategy’s:- it lays down the broad principle by which a company hopes to achieve its objectives. The objectives of a company shows where it wants to be, strategy self forth the way to get there
Target market:- the market segments or groups with the market segment towards which all marketing activities are directed.
Trade show:- exhibitions where manufactures, dealer and buyers of the industry’s can get together or demonstration and discussion, expose new product, literatures and sample to customers
Trade stamps:- this consists of stamps given relation to the value purchase which may be redeemed by the consumers for merchandise or cash
1.8 HISTORICAL BACKGROUND OF SEVEN UP BOTTLING COMPANY
Seven up bottling company, plc, (SBC) was founded by a Lebanese in 1956 and on October 1st 1960, production of carbonated soft drink began at the first plant, then located at Ijora Lagos. On the 1st day of production, the companies sold a total of 24 crates of its product in other words, a total of 576 bottlers were sold. Although the number didn’t win the company any awards, it certainly was significant accomplishment of the company.
In order to create a favourable climate for the smooth operation, the company had to become involved with the community. SBC, plc was the first to introduce wreathing in Nigeria by sponsoring the late and great mike Bamidele who won a word little SBC, plc was involved in the first miss Nigeria beauty competition, which has continued to grew in size and importance over the years.
Till date the company sponsors many sporting and special activities amongst which are Pepsi football academy, Pepsi professional football league seven up premier basketball, Mirnda school programme since these are the other brands types of the company (Pepsi & Mirinda)
The company was quoted in the Nigeria stock exchange (NSE) and went public in 1984
The greatest period of growth for SBC plc. Began in the early 80’s with the inadan plant 1980, Ikeja a plant in 1981, the Kano plant in 1985 the Aba plant in 1989 the acquisition of john holt oft drinks with the Kaduna plant in 1989 Benin plant in 1992 and Enugu plant in 2002, making the total number of depts. Now to be 37 several deposit and dealers in all parts of the country. The present range product include seven up Pepsi Mirinda Orage, and the latest of it’s range of product is Mirinda, fruity, which was Launched in the year 2002 and then mountain dew in 2008.
Source: personnel and administrative department of seven bottling company plc. Ilorin plant
1.9 PLAN OF THE STUDY
This project work is basically divided into five (5) chapters:
CHAPTER ONE: Takes on the introduction of the subject matter. If consists of the super significance and definition of terms of the study.
CHAPTER TWO: This is the literature review this entails the works that had been done on this particular topic which was done by other researchers.
CHAPTER THREE: Will talk about the Methodist that the researcher adopted in getting necessary materials or information that will facilitate the success of the research work.
CHAPTER FOUR: Explain how the researcher was able to analysis and present the data he got for his work while the chapter:
CHAPTER FIVE: Brings everything to conclusion the researcher does his summary and give necessary recommendation where needed.
CHAPTER TWO: The chapter one of this work has been displayed above. The complete chapter two of "an evaluation of the effectiveness of sales promotion as element of promotion mixes" is also available. Order full work to download. Chapter two of "an evaluation of the effectiveness of sales promotion as element of promotion mixes" consists of the literature review. In this chapter all the related work on "an evaluation of the effectiveness of sales promotion as element of promotion mixes" was reviewed.
CHAPTER THREE: The complete chapter three of "an evaluation of the effectiveness of sales promotion as element of promotion mixes" is available. Order full work to download. Chapter three of "an evaluation of the effectiveness of sales promotion as element of promotion mixes" consists of the methodology. In this chapter all the method used in carrying out this work was discussed.
CHAPTER FOUR: The complete chapter four of "an evaluation of the effectiveness of sales promotion as element of promotion mixes" is available. Order full work to download. Chapter four of "an evaluation of the effectiveness of sales promotion as element of promotion mixes" consists of all the test conducted during the work and the result gotten after the whole work
CHAPTER FIVE: The complete chapter five of design and construction of a "an evaluation of the effectiveness of sales promotion as element of promotion mixes" is available. Order full work to download. Chapter five of "an evaluation of the effectiveness of sales promotion as element of promotion mixes" consist of conclusion, recommendation and references.
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