THE EFFICACY OF SALES PROMOTION IN THE MARKETING OF CONSUMER PRODUCT (A CASE STUDY OF NIGERIA BOTTLING COMPANY PLC WARRI, DELTA STATE)
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THE EFFICACY
OF SALES PROMOTION IN THE MARKETING OF CONSUMER PRODUCT (A CASE STUDY OF
NIGERIA BOTTLING COMPANY PLC WARRI, DELTA STATE)
ABSTRACT
Sales
promotion is much more diverse than either personal selling or advertising
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 efficacy and the efficacy and the
effectiveness of sales promotion in the achievement of organizational goal.
In general,
this study will be emphasizing on the efficacy 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 the efficacy of 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
CHAPTER ONE
Introduction
1.1 Background of the study
1.2 Statement of problem
1.3 Objectives of the study
1.4 Hypothesis formulation
1.5 Significance of the study
1.6 Scope of the study
1.7 Definition of terms
CHAPTER TWO
Review
related literature
2.1 What is
sales promotion
2.2 Nature of sales promotion
2.3
Developing sales promotion programme
2.4
Measuring sales promotion
2.5 Sales
promotion objectives
2.6 Demerits of scales promotion
CHAPTER
THREE
Research
methodology
3.1 Sources
of data collection
3.2
Population of the study
3.3 Sample
size determination
3.4 Allocation and administration questionnaire
3.5
Respondent instrument used
3.6 Data
treatment and analysis
CHAPTER FOUR
Presentation,
analysis and interpretation of data
4.1 Presentation and analysis of data
4.2 Tests of hypothesis
CHAPTER FIVE
Summary of
findings, recommendations and conclusions
5.1 Summary of findings
5.2 Recommendation
5.3 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
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.
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.
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.
1.1 BACKGROUND OF THE STUDY
The Nigeria
Bottling company (NBC) is an off short of coca-cola international which started
in 1886 in Affanta Georgian in the United State of America. The Nigeria
bottling company NBC has faced with production constraint which had been
confronting its production plant in Wari Detta state. This is due to the
inefficiency of the plants used on its peretimum. It has also been seen that
some of its mechanics used has been antiquated which led to inefficiency of
production its processes.
According to
the plant engineer, Y. A. Kareem he said that this would soon be overcome. He
was speaking agent the background of the recent communicating of the plants
additional line 11 which was moved from former Warri plant and the linkage of
the plant to the Asa dam. Likewise, the new washer meant for line 1 is expected
to be in place by August – end he said.
This, he
said would give a big boast to the plants production operation.
The Nigeria
Bottling company started its operation in Nigeria in 1953 by holding franshize
for coca-cola international. This means that the formulate for concentrate and
receipt of the production has not been realized to the Nigeria bottling company
but the formular and syrup of the mixture has been give to them to help to them
bottle their product in Nigeria.
1.2 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 sold drink in Warri Delta
state.
In the case
of the external factors, the Nigeria bottling company (NBC) Warri Delta state
is faced with competition from various other manufacture of simulo soft drinks
which each striving to have the greatest market share. This factors (external)
are threats and opportunities to the company. When the JUP bottling company
first introduced its 35cl in the soft drink industry, coca cola company almost
driven out of the industry by overtaken its market share. This occurred in
1999. What coca cola did was to introduce 35cl in its offering, this was how
the coca cola bottling company was able to vetain its position in the industry.
Giving that period a lot of advertising was done in order to re-shape its
position in the soft drink product industry.
The reason
of this was that the company (NBC) was not able to keep abreast of its changing
or dynamic environment. That is why as a marketer you have to keep cognizance
of your external environment so that your competitor will not overtake you.
Lastly, there
is a reported language barrier of effective communication which may in turn
lead to reduction in profit. Some of these barriers to effective communication
are:
1) Linguistic problems and
2) Cultural difference which affects its
operation in the marketing of consumer products and also, the issue of rapid
sales promotion which eventually reduces the companys image, because consumers
may begin to perceive discounts and other price deals as a reduction in product
quality which makes it difficult for firm (NBC) to seal its products without
sales production.
1.3 OBJECTIVES OF THE STUDY
It is a
matter of truth that no study goes without an objective. In view therefore,
this study will not be an exception to the Nigeria Bottling company NBC Warri
Delta state. It is in the height of the above that the researcher emaciate the
following objectives enumerated below:-
1) To
ascertain the effectiveness of sales promotion.
2) To stimulate the minds of the consumers
3) To know
the impact of sales promotion
4) To introduce new product
5) To increase impulse buying
6) To encourage consumption during off –season
7) To build trials among non –users.
8) To attract switchers way from competitors
products
9) To
encourage purchasing of large size unit.
10) To turn
customer into loyal brand users.
1.4 HYPOTHESES FORMULATED
1. Ho: Sales
promotion does not stimulates the consumer purchase of NBC products.
Hi: Sales
promotion stimulates the consumer purchase of NBC products.
2. Ho:
Customer interactive good customer services during sales promotion campaign.
Hi: Customer
interactive good customer services during sales promotion campaign.
3. Ho: Sales
promotion does not lead to repeat purchase of NBC products.
Hi: Sales
promotion lead to repeat purchase of NBC products.
4. Ho: Sales
promotion does not have a positive effect on profit of company’s products.
Hi: Sales
promotion have a positive effect on profit of company’s products
1.5 SIGNIFICANCE OF THE STUDY
The study
from all intent and purchase will serve as a basis for other researcher and the
readers in business field particularly in the marketing field to carryout more
intensive research in sales promotional activities in an organisation.
In this
study, both the researchers and the readers will benefit reticently.
Firstly, it
will enable the researcher to appreciate the impact of sales promotion in the
marketing of consumer product of NBC Warri Delta State.
Again, it
will also enable the researcher to appreciate the efficacy of sales promotion
in the marketing of consumer product of NBC Warri Delta State.
In the
readers, also through this study it will enable the reader to appreciate the
importance of sales promotion in the marketing of soft drink by NBC Warri.
Furthermore,
it will also enable the reader, to appraise and welcome sales promotion program
in their organisation.
Above all it
will help the readers to appraise the successful applications of the results of
the findings, that may serve as an emergizing apparatus to managers in the
marketing sectors and other business related organisation.
1.6 SCOPE OF THE STUDY
The study is
limited to Nigeria Bottling company Plc (NBC) Warri compared to other bottling
giants company like Seven (Up) which have been in existence for many years and
have acquired a loot of experiences for many yeas on promotional activities.
In light of
the above, the scope of the study is limited to areas comprising of sales
promotion.
In addition,
to discussing the scope of the research which basically centers on sales
promotion which is an arm of marketing, we have to focus our attention to the
fact that so long as the other functional department like finance, production
research etc work in pari-pasu with marketing department. Sales promotion
campaign will achieve a better profitability for the organisation. This will
also enable Nigeria Bottling company Plc Warri to enjoy a kind of succession t
hereby to facing the challenges of competition from other companies in the same
line of business.
1.7 DEFINITION OF TERMS
The
following terms used in this study should be taken to mean the following:
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
a) Consumer
promotion: (Coupons premiums, samples money refund, price of, contest,
demonstration)
b) Trade or
dealer promotion: (Free goods, merchandise allowances, cooperative advertising
buying allowances, dealer sales contest)
c) Sales
force promotion: (sales contests, special bonus sales meetings).
d) Product:
A product is something that is viewed as being capable of satisfying needs or
wants.
The
coco-coal company uses many product offering which consists, of the following
fanta, fanta tonic, fanta, ale, club soda, coke, sprite etc to satisfy the
needs and wants of its customer
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