ABSTRACT
Sales promotion is much more diverse than either personal selling or advertisement firms defines it in different ways depending on what they want to achieve.
Association of marketing, America defines it as those marketing activities other than persons Sal selling that stimulates consumers purchasing power and dealer effectiveness such as displays, shows, exhibition, demonstration and various non-recurrent selling effort not in the ordinary routine.
The essence of this project work is therefore to review in broad terms the different types of sales promotion campaign, and the impactand the impactand the effectiveness of sales promotion in the achievement of organizational goal.
In general, this study will be emphasizing on the efficiacy and effectiveness of sales promotion on consumers product like Nigeria bottling company product. for sales promotional programmes to be effective, the company should improve on their budget allocation to sales department as well introduces other sales promotional devices which they have not practiced like trade contest, collateral sales materials, advertising specialties and slotting allowances this will go along way to make sales promotion much effective and as much increase turnover for the company.
In chapter two, related literature which the view of other authors were reviewed whole chapter three which is research design and methodology, the sampling techniques used was probability sampling techniques. The source of data were primary and secondary source. The primary source include the use of questionnaire, personal interview while newspaper, journals, textbooks and business magazine were the secondary source.
In chapter four, the presentation of data were made by percentage method and the hypothesis test used is chi- square (X2) .
Based on the findings, the result reveals that theimpactof sales promotional campaign stimulates the consumers purchase of Nigeria bottling company (NBC) product.
In addition, it is advised that adequate time planning and budget can be made and allocation should be made to sales department of the firm so as to carry out necessary arrangement for sales promotional programme in the right time.
TABLE OF CONTENT
Title page II
Approval page III
Dedication IV
Acknowledgement V
Abstract VI
CHAPTER ONE
Introduction
- Background of the study 3
- Statement of problem 4
- Objectives of the study 6
- Hypothesis formulation 7
- Significance of the study 8
- Scope of the study 9
- Definition of terms 10
CHAPTER TWO
Review related literature
- What is sales promotion 12
- Nature of sales promotion 12
- Developing sales promotion programme 20
- Measuring sales promotion
- Sales promotion objectives
- Demerits of scales promotion
CHAPTER THREE
Research methodology
- Sources of data collection
- Population of the study
- Sample size determination
- Allocation and administration questionnaire
- Respondent instrument used
- Data treatment and analysis
CHAPTER FOUR
Presentation, analysis and interpretation of data
- Presentation and analysis of data
- Tests of hypothesis
CHAPTER FIVE
Summary of findings, recommendations and conclusions
- Summary of findings
- Recommendation
- Conclusion
Bibliography
Questionnaire
CHAPTER ONE
INTRODUCTION
Promotion is synonymous with marketing communication. They are often used interchangeably, they are professional terms used to describe the aspect of marketing function which deals with information, persuading and reminding the target audience about a firm’s product offering. Thus promotion, comprises advertising, personal selling, sales promotion, publicity, public relation and direct marketing.
It should be noted that promotion is one of the promotion tools of marketing that move a product or service or idea in a channel of distribution to the target market. Such promotion tool is the pates promotion which stimulates or arouse the interest of the consumer to buy. The Nigeria bottling company (NBC) producer of soft drink uses sales promotion tools which comprises the consumer promotion, dealers, and sales force promotion. The company capilizes on more of consumer promotion, in this we have the sampling and demonstrations, sweepstake and others tools etc.
According to the American Marketing Association defined sales promotion as activities other than personal selling, advertising designed to stimulates sales dealer effectiveness which may take the form of displays demonstrations, show and exhibition and various non-recurrent effort not in the ordinary routine. It is used between producers and consumers to stimulate demand.
Philip Kotler in (2003:609) in marketing management defines sales promotion as a key ingredient in marketing campaigns, consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.
Sales promotion is short term investment of value offered to arouse interest along the marketing route in buying goods and services. It may emulate from the dealers to retailers and down to consumers, the occurs during period of stiff competition or during deedline in sales so as to boast short term sales. Sales promotion is a persuasive activity and could be either directed to the consumers of channel of distribution.
- BACKGROUND OF THE STUDY
Sales promotion is the activity that tend to educate, inform, persuade and induce prospective buyer, or consumers to patronize a particular product or services. Although advertising is seen as one of the sales promo tools , collers encyclopaedia volume 15 stated that sales promotion covers various promotional techniques used by manufacturers and wholesalers than advertising and publicity.
Sales promotion also sanitizes the create better awareness about a product or service with the intention of driving home the possible need and wants, such product or service can satisfy a consumer.
Operationally, sales promotion is all marketing exercise or activity which are usually put together to promote, create and ensure a steady increase in the demand for a particular product or services. Sales promotion which can also be called business promotion s also a principles factor that makes for desirable sales in any product or services. Historically, the use of sales promotion started effectively in Nigeria in 18th century when the retailers display their product in triangular shop to attract consumers. Since then various sales promotion strategies have been developed by the business organization and these had contributed in various ways to the success of their respective business.
However, some business entrepreenuers and merchant have also criticized sales promotion as a waste of money arguing that as a statement, debunking the statement has been a serious puzzle owing it to the act that the study which can prove the sales promotion can be used for improved sales in any business as not easily fetched. This is why the researcher have chosen to embark on a study that will bring to clarity for improved sales, on a business venture especially as it regards improving sales.
Consequently, the researcher also intends to examine the difficulties associated with planning and executing a sales promotion capable of making their desired improvement.
In other words, this study will concentrate an determining the use of sales promotion as a panacea for improvement.
In other words, this study will concentrate on determining the use of sales promotion as a panacea for improved sales. Dangotte indomie Noddle is a subsidering of Dangotte indomie Noddle is a subsidiary of Dangote group of company, this company was introduce in Nigeria through impart. In 1995 this company succeeded in producing indomies Dangotte indomie Noddle company has been using sales promotion as a strong tools to win the heart of the customer in the market.
Getting to known of the existence of a product service or idea is not automatic, no matter how good the product is, how reliable the service is or how sensitive the conceived idea is , it existence will be unknown unless there is a concerted effort to make the needed information available. The information should be communicated in a manner persuasive enough to induce the kind of acceptance, reaction or response desired. The effectiveness of any promotional message depends upon the skill, versatility and the talent of the designee.
- STATEMENT OF PROBLEM
Since sales promotion is a very vital tool of advertising of a firms offerings. Thee are many factors that hinder the efficiency of sales promotional activities. These include the internal and external factors.
In the case of the internal factors, these are the strength and weaknesses of the organisation in which it has encountered. In this, there has been an inefficiency of production which has affected the sales of their product and the impact of sales promotion in the marketing of Dangotte Indomme Noddle.
In the case of the external factors, the Dangotte Indomie Noddle state is faced with competition from various other manufacture of simulo soft drinks which each striving to have the greatest market share. These factors (external) are threats and opportunities to the company.
For instance, companies like Tommy-Tommy super Pack and others are struggle to drive out Dangotte Indomie Noddle out of the industry by trying to overtake its marked share. However, Dangotte Indomie Noddle company on tis own is trying to maintain it position in the industry by producing smaller, medium and large pack of the product and also the company is using other marketing strategies like advertising etc to maek some that they maintain their position in the industry.
Other problems to effective sales promotion include linguistics barriers and cultural differences, these affect the operation in the marketing of consumer products and also affect the issue of sales promotion which eventually reduce the company’s image and the company’s profit.
- OBJECTIVES OF THE STUDY
No study goes without an objectives, and this study will not be an exception. This is the reasons why the researcher came up the following objectives:
- To known the impact of sales promotion
- To known if sales promotion can increase impulse buying.
- To verify if sales promotion can help in selling a new product.
- To know if sales promotion can attract back these customer who switch to competitor product.
- Research Question
- Does sales promotion stimulate the consumer purchase of Dangotte Indomie Noddle.
- Does sales promotion make consumer to encourage or recommend Dangotte Idomie Noddle to friends and relation.
- Does sales promotion lead to re-purchase of Dangotte Indome Noddle.
- Does sales promotion have any positive effect on profit of the company’s product.
- Does sales promote lead to impulse buying.
- SIGNIFICANCE OF THE STUDY
In this study, both the researcher and reader will benefit immensely.
This study will enable business firms, companies or organization to know the best promotional strategy to use, for them to make a greater sales for instance, the company can choose sweep take discount, price reduction, preminiums coupon or product sample as a promotional strategy to execute in their business.
This study will also help the competitor to known their week point and also equip them to known a collective measure to gain their stand in the competitive market. The knowledge of this study will as well educate the competitors and help them to comprehend the nature of the target market.
Again, it will enable student to know the efficacy and the impact of sales promotion in the marketing activities, and thereby equip them to become qualified managers in the future.
- SCOPE OF THE STUDY
To discuss the scope of the research work, we will be looking into it in two ways: it geographical scope and subject scope. The subject scope of this study basically revolve round promotion, and sales promotion no particular which is one of the arm of marketing, we have draw over attention to the fact that as far as other functional departments like finance, purchasing, production etc work I hand with marketing department, sales promotion will be able to achieve a better profitability for the organization.
The geographic scope of this study is centre mainly an Dangotten Indomie Noddle, the impact of sales promotion in this particular product, its objective and significance.
- DEFINITION OF TERMS
Sales promotion
Sales promotion is that something extra that can arouse interest, create a buying desire, spark an immediate reaction from customers, middlemen or company’s sales force sales promotion consists of short term incentives designed to stimulate buying action. Sales promotional activities are directed to consumers, middlemen or the firms own sales force.
Sales promotion tools
- Consumer promotion : (Coupons premiums, samples money refund, price of, contest, demonstration)
- Trade or dealer promotion: (Free goods, merchandise allowances, cooperative advertising buying allowances, dealer sales contest)
- Sales force promotion: (sales contests, special bonus sales meetings).
Product
A product is anything which can be offered to the market, that is capable of satisfying the needs and wants of customers. The Dangotte company have a product range such as Indomie Noddle, Macaronic, Spaghtetti etc. which is capable to satisfy the needs and want of the customer.
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