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PROMOTION AS A STRATEGIC INSTRUMENT IN THE SALES OF MALT DRINKS

(A CASE STUDY OF GUINNESS NIGERIA PLC ENUGU METROPOLIS)

 

ABSTRACT

 

          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:

1. Examine the effectiveness of promotion techniques been employed by Guinness Nig Plc.
2. Determine to which extent this organization have successfully operated its business with the current promotion of its products.
3. Device ways such that promotion could be used as a strategic instrument in enhancing increase in sales.   This research work.   Is therefore significant in the sense that it has endeavored to suggest workable and acceptable guidelines which companies may find useful in handling organizational problems, particularly those having to do with promotion.    

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.

1. Malta Guinness is preferred to other competing malt drinks because of its superiority.
2. The price of the product hinges heavily on the goodwill of Guinness trade name.
3. The price of the product has influenced its share of the market.

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.  

 

 

CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND OF THE STUDY

 

          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.