IMPROVING SALES PROMOTION OF A BEVERAGE COMPANY IN NIGERIA (Case: Seven-Up Bottling Company Nigeria Plc)

ABSTRACT
Promotion campaign is probably the most important aspect of the four marketing-mix elements—Price, Place, Product and Promotion— that are used to solve companies’ problems and gain competitive advantage if well implemented.

This important element of marketing-mix involves personal selling, advertisement, sales promotion and public relations. Meanwhile, the ultimate objectives of promotion are to create awareness, provide information about goods and services, and differentiate a product from others.

Furthermore, contemporary marketing calls for more than developing a good, product or service; it also entails pricing it adequately and making it available to the target customers at the right time.

This research work laid emphasis on different sales promotion tools used in marketing consumer products to help Seven-Up Bottling Company gain competitive advantage. In addition, it draws new sales promotion plan for Seven-Up Bottling Company to achieve her set objectives.

Keywords: Marketing, sales, promotion, product, beverage, industries, Nigeria.


TABLE OF CONTENTS

1          INTRODUCTION
1.1                   Background
1.2                   The Research Objectives and Research Questions
1.3                   Theoretical Framework and Thesis Structure
1.4                   Research Method and Data Collection
1.5                   Scope and Limitation

2          SALES PROMOTION OVERVIEW
2.1                   Definition of Sales Promotion
2.2                   The Nature of Sales Promotion
2.3                   Sales Promotion Objectives and Uses
2.4                   Sales Promotion Growth
2.5                   Sales Promotion Method and Tools
2.5.1    Sales Promotion Tools Used by Retailers
2.5.2    Sales Promotion Tools for New Product
2.5.3    Sales Promotion Tools for Established Products
2.5.4    Sales Promotion Tools for Resellers
2.6                   Major Decision Involved in Sales Promotion
2.6.1    Establishment of sales promotion objectives
2.6.2    Selection of a sales promotion tool
2.6.3    Development of Sales Promotion Programme
2.7                   Limitations of Sales Promotion

3   CASE COMPANY: SEVEN UP BOTTLING COMPANY PLC
3.1                   Corporate Background
3.2                   Company’s Sales Turnover
3.3                   SWOT and PETEL Analysis
3.4                   Market share of Nigerian Beverage Industries
3.5                   Sales Promotion Activities of Seven-Up Bottling Company Nigeria Plc

4          COMPETITORS ANALYSIS
4.1       Nigerian Bottling Company
4.2       Nigerian Breweries Plc
4.3       Guinness Nigeria

5          NEW SALES PROMOTION PLAN FOR SEVEN-UP
5.1       Product
5.2       Price
5.3       Place
5.4       Promotion
6          CONCLUSION
6.1       Conclusion
6.2       Proposal for Future Research

7          SUMMARY
REFERENCES


1      INTRODUCTION

1.1      Background

The advent of industrial revolution has led to the introduction of modern machines in production sector to boost the production of goods and services. This revolution brought about large amount of goods and services available for sales. In this regard, consumers are exposed to varieties of products and are required to select which of the products from which company will give them optimum satisfaction they desired. (Abdulrahim 2002,110).


However, companies are also interested in boosting their images and gaining competitive advantage over other companies in the same business-line; Coca-Cola Bottling Company, Seven-Up Bottling Company, Nigerian Breweries Plc and host of others are competitors for example. In the light of the foregoing, for a company to surpass her competitors in a highly competitive market, it has to improve and prove some certain level of marketing competences to again the attention and interest of the consumers. (Kotler 2003,465).


Promotion is an exercise that performs the roles of information, persuasion and influence to purchase certain goods and services. More so, promotion also affects the elasticity of a product making the demand inelastic when the price increases and elastic when the price decreases.



Consequently, effective sales promotion usually yields the following results: achieving high sales volume, which in turn affects the contribution to profit ratio; directing and ensuring that product flow through the appropriate channels until the product gets to the final consumers hence satisfying his or her want. (Kotler 2003,465).

1.2      The Research Objectives and Research Questions

The paramount objective of this research work is to develop a new sales promotion plan to help Seven-Up Bottling Company outclass its major competitors. Meanwhile, the specific objectives are:

1.      Develop new sale promotion plan for a beverage company

2.      To compare and contrast sales promotion activities of Seven-Up with her competitors

In order to achieve the stated objectives, this research work seeks to develop new sales promotion plan for Seven-Up Bottling Company Nigeria, Ijora Lagos as case study. The following specific research questions are set:

a.       What are the theoretical forms of sales promotion?

b.      What means of sales promotion is Seven-Up Bottling Company using?

c.       What means of sales promotion are the competitors using?

d.      How sales promotion plan can be improved for the case company?

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Item Type: Project Material  |  Attribute: 40 pages  |  Chapters: 1-5
Format: MS Word  |  Price: N3,000  |  Delivery: Within 30Mins.
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