SALES PROMOTION IS IMPORTANT TO NIGERIAN ECONOMY. CASE STUDY OF COCA-COLA PLC. A RESEARCH PROJECT MATERIAL ON MARKETING
This research work titled sales promotion is important in Nigeria economy. Case study Coca-cola was carried out with the following objectives.
To find out the impact of effective sales promotion on increasing coca-cola market share.
To find out the extend sales promotion has contributed to the economy. Based on these existensive literative review on textbook, Journals, and material on the area of the sudy was carried out. The research came up with the following findings.
– Sales promotion encourges customer’s purchase of coca-cola and equally creates customersattention and desire for the product.
– Sales promotion equally contribute to the development of the economy Based on this findings the researchers recommend the following.
– The company should not only define it target for appropriate choice of promotional tools that suit the audience but should make sales promotion cost effective to be able toachieve it’s objectives.
The government should monitor the sales promotional activities of the companies because some of them are deceptive.
These recommendations if properly carried out we booost the company’s position in soft drink industries and equally contribute to economy of the country. It was equally discovered that most of Nigeria companies that engages in sales promotion activities are very difficult for customers to win the reward and even when the reward is won, it is difficult to be collected by the winner.
1.1. BACKGROUND TO THE STUDY.
Ebue B. (2000: P. 339) sees sales promotion as something that can arouse interest, create a buyer desire, spirit an immediate reaction from customers middlemen and company’s sales force. It is the name trhat is applied to special kind to sales accelerating personal selling or publicity and also its activities are directed to consumer middlemen or the forms sales force.
In order to achieve sales promotion objective certain thing are added to the company’s product so as to have more customers to purchase the product while existingcustomers are encouraged to be patronizing sales promotional activities are directed to customer’s, middlemen or the firm own sales force. It is considered as a social sselling effort incentive designed to stimulate buying action. However, sales promotion consists of coordinated seller imidiately effort to establish channels of information and persuation to faster the sales of goods and services, to the people from the stage of unawareness to the stage of awareness.
Sales would increase if more customers are attached. Sales promotion are grouped into three size. Consumer protection which contails coupons, premium, consist demonstration etc. Trade or dealer, promotion which consists of tree goods merchandize allowances, buying allowance etc. and sales force promotion which involves sales contests specials bonus, sales meeting. Consumer promotion has enhance the immediate, that is to say that benefit, we immediately, but it does not build any long term consumer framerlise and contrast to advertising sales promotional devices usually only the promotional materials available at the point of purchase, therefore sales promotion which is one of the promotional tools are feared towards the target market.
Eloga and Ani (2000.279) maintained that sales promotion has not contributed to the growth of company butalso the Nigerian econmy as a result of this the research or critically look to the importance of Nigeria Economy with special interest on coca-cola drink.