This research project is a very crucial study for the Guinness Nig. Plc. The study was motivated by the necessity to establish the extent of promotion as a strategic instrument in the sales of any manufactured products.
Guinness Nig. Plc was made use of by the researcher as a case of study because of the level and precision this study intends to attain. This study was also expected to:
The research hypothesis were formulation to ward deviation from the subject itimer study. Both primary and secondary sources were used in collection of data. The research instrument used in collecting the data were questionnaires and oral interview.
In organizing and presenting data collected, tables, frequencies and percentages was used to present the raw data in a meaningful manner, thereafter, the various hypothesis were tested using chi-square at a degree of 0.05 level of significance.
The following hypothesis were accepted after the test.
Based on the findings the researcher opinion in duteils. Some recommendations which hopefully will be useful to the company under studied in particular and other firms in the industry in general. Moreso, the conclusion of the study states that promotion of the product is not only the yardstick to measure the performance of a product in the market. It holds that product superiority; goodwill and other factors normally contribute immensely.
Nevertheless, the promotion is the most strategic instrument not only for promoting the sales of a product but also for booting and projecting the overall corporate objectives of a firm.
The purpose of promotion is not to recover cost but to capture the value of the product in the minds of the customers. Promotion consist of co-coordinated sellers-initiated effort to establish channels of information and persuasion to forecaster the sales of goods and services. Promotion means every means of communication a product or service to the buyer or final consumer. It should be recalled that each of the marketing mix communicating means proper integration of the marketing mix variables and the promotional mix in the right proportion to achieve the market goals of the organization. In other words Wibur Schram says that promotion as a communication tools is the process of establishing commonness or oneness of thought between the seller and the buyer. The brighter understanding and knowledge of the product help to keep moving the product forward.
Effective promotion pushes the product along different stages of response depending on the stage of the product on the product life cycle or the particular response demanded by the marketers. The response can be awareness, liking, knowledge, preference, conviction and or purchase.
It is also said that a company can have the best quality produce which price is considered reasonable, but without letting people know that such product exist and can be found at a particular place such product cannot get market patronage because it is suffering from major marketing problem of no promotion. On the same vein, a product that doest not receive proper integration of the promotional mix at the optional level is equivalent to no promotion at all.
The promotional mix are advertising, sales promotion, personal selling, public relation and direct marketing. Advertising: is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. It involves the use of mass medium they are Radio, Television, newspaper etc. Advertising could be carried out for different purposes; in that case there are competitive advertising (aimed at fighting competition), informative advertising (announcing the existence of a new product or service or a modification of existing brands), institutional advertising (to build up the company name, image and goodwill). Advertising has some distinct qualifies:
Its distinct features are:
Personal communication: Personal selling involves close personal interaction between sellers and buyer.
Immediate feedback: It is a dialogue it permits the prospect to raise objection, ask question or place order immediately.
Sales promotion: Short term incentives to encourage the purchase or sales of a product or service. Sales promotion includes a wide assortment of tools like coupons, contest, lent-off deal premiums and other all of which have many unique qualities. It attracts quick responses where as advertising says “buy our product” sales promotion says “buy it now”, sales promotion can be classified into consumer promotion (Sampling premium offer, price off etc.), trade promotions (dealer contests, free goods, merchandising allowance etc.) and sales force promotion (sales force contest, bonus etc.).
Its distinct features are:
Public Relation: Building good relations with the company various publics by obtaining favourable publicity, building up a good corporate image and handling or heading off unfavourable rumours, stories and events. Publicity appears in different ways they are press relation (placing news. Worthy item in the news media), product publicity (launching a new product) lobbying (fighting undesirable government policies and supporting the desirable policies) corporate promotion (internal and external message to improve the understanding of the institution).
Its distinct features are:
High Credibility: The news stories and messages are not sponsored by the sellers so readers see it to be trustworthy and authentic.
Off-Guard: Messages that appear as news are not paid for in the sense that the firm is not billed for the space or time.
Direct Marketing: Direct connections with carefully targeted individual consumers to both obtain an immediate responses and cultivate lasting customer relationships. It is a non-public and its message is directed to a specific person. It is immediate and customized and interactive. Direct marketing is done through the use of telephone, mail, fax, email, internet etc.
Promotion is one of the elements in marketing mix that represent cost. Therefore any study or the subject would have to be stream lined in order to arrive at an acceptable and profitable policy. In the liger of this, this project is set to determine promotion as an instrument in sales of malt drink with a special emphasis on Malta Guinness brewed by Guinness Nigeria Plc. In other words, viewing promotion from the sales angle that is using sales as a parameter to measure the effect of promotion both on consumer, competitors, quantity demanded.
Promotion is one of the controllable mix in marketing and its importance cannot be over emphasized because it is one of the revenue generating mix. The management therefore has to be more stringent in planning this mix. Therefore the objective of the study are:
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