This projected is concerned with the impact of sales promotion strategies on customers patronage of Breweries Industry. Nigerian Brewery Plc was selected as a case study. It is argued that customers of consumer goods exhibit various attitudes and behaviour toward the product rendered to them. Hence it is not just enough for a manufacturer to product and expect consumers will come and buy their product without considering what they will benefit from it. It is further argued that manufacturers are faced with problems of product substitutes and competition for these reasons many manufacturers now make attempts to simulate and try to win customers loyalty in increasing market share by the use of sales promotional tools, therefore, sales promotion is inevitable. This project attempts addressing issues by determining on how effectively and efficiently sales promotion activities are being carried out and its impact. Extensive literature research was conducted and was reviewed by series of authors such like, Smith P.R.P, Kotler and Stanton who views sales promotion as activity designed to supplement and coordinate personal selling and advertising efforts. In order to collect adequate data a comprehensive questionnaire was drafted percentage and chi-square methods were use to test the hypothesis at the end of the analysis. The findings revealed that both management and consumer respondents believe that sales promotion has contributed greatly to sales volume. Based on the finding some recommendations were made among which is sales promotion should be encouraged so as to achieve higher patronage from customers.
In any organization whether profit or non profit oriented the main purpose of the organization is to achieve its objective. The objectives cannot be achieved in a vacuum there must be a clearly set strategy that management should use in order to meet these objectives.
Many businesses fail to realize that they cannot stay in business without any marketing strategies. This is because they were operating in a market that was monopolistic in nature. This means that there was no intense competition from other organization. But these days due to dynamic nature of the market, and consumer taste changes every day it has become imperative on the part of the business to look into their strategies and review them if at all they want to remain in business.
The marketing communication mix consists of the sub sets of marketing tools that are primarily communicational in nature. They are tools normally classified under promotion which is one of the controllable variables of the 4ps of marketing promotional mix, is made up of advertising, personal selling, sales promotion and publicity. The element in the promotional mix that is rapidly gaining additional recognition in most industries especially in the brewery industry in Nigeria is the sales promotion. It is not enough mostly in developing countries like Nigeria in manufacturing to merely produce and trust that consumers will become aware of such products. The firm has to engage in promotional activities.
Over the year some notable author have regard sales promotion as having such roles as:
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