THE IMPACT OF SALES PROMOTION IN A BUSINESS ORGANIZATION (A CASE STUDY OF NIGERIAN BOTTLING COMPANY PLC)
1.1 Background to Study
Sales promotion had been adopted by business firms and marketing practitioners long before the coming of Europeans to Nigeria in 18th/19th centuries. As a matter of fact, many business firms had been using sales promotion in marketing their goods and services to Nigerian consumers before the coming of the Europeans to Nigeria, and before the sad Biafra – Nigeria war, of the sixties (1967 – 70).
Multinational firms, mainly of European background or origin had adopted sales promotion practices and strategies in selling products and services to their Nigerian Customers and or consumers, before and after 1914, (the year/period of the amalgamation of the Northern and Southern protectorates of Nigeria) to the present day civilized Nigerian society / consumer. (Nkem 1999). Before the arrival of the Europeans in Nigeria, Nigerian Entrepreneurs/business organizations had several unorthodox methods of carrying out sales promotional activities, such as going from hamlet to hamlet, village square to village square or from town to town with their products, bargaining and negotiating prices for their produce. Also during local market days, sales promotion was carried out or done by ringing bells in market squares, and through this means, consumers, were attracted to bargain for prices and will invariably wind up, buying a commodity or product of their choice at a reduced price, or bargained price, or price off. In Nigeria today, sales promotion is still common. Sales promotion is practiced during auction sales, Bazaar sales, Christmas period, Easter period and during other special events. Sales promotion is important for reaping immediate fruit achieving immediate returns or achieving success at the market place, as far as marketing of goods and services are concerned. Among, the business firms that had adopted or had been making use of sales promotion in the marketing of their goods and services in Nigeria are all blue chip companies, quoted in Nigerian Stock Exchange such as Nigerian Breweries PLC, Cadbury PLC, Nestle PLC, Christleb PLC, Lever Brothers, U.A.C. Group of Companies, Neimeth Pharmaceutical company, Guinness PLC, 7up bottling company and all seasoning companies etc.