An Examination Of Impact Of Strategic Planning On Sales Promotion (A Case Study Of Nigeria Bottling Company Plc)

Project and Seminar Material for Marketing

An Examination Of Impact Of Strategic Planning On Sales Promotion (A Case Study Of Nigeria Bottling Company Plc)


This study examined the impact of strategic planning on sales promotion it highlighted the benefit of companies can derive from an examination of impact of strategic planning on sales promotion. The study went further to discuss the problem associated with impact of strategic planning on sales promotion using Nigeria bottling Company as the case study. A survey was conducted and questionnaire was distributed to show opinion previously formulated hypothesis. The study discover that examination of impact of strategic planning on sales promotion could lead to a rapid positive performance of company is against the tentative hypothesis. It was concluded that truly the an examination of impact of strategic planning on sales promotion is good and is compulsory in a company or an organization for them not to lack behind. Recommendations were made to ensure that companies especially Nigeria bottling company. Focus their attention of the top management level. Middle and lower management on strategic planning as this will boast the company’s performance.


In this topic emphasis can be on impact of strategic planning on business growth to the achievement of basic objective.

In the course of investigation, was discovered that planning is important, relevant and advantageous on the growth of an organization strategic planning serves as the way of meeting up a mission been set a side, it is the guide line of a business success. It gives a guide line of meeting up a specific target.

In order to shed light on the above point s, the research work will be divided into five chapters.

  • Chapter one of the research work will be mainly for introduction of the study, background of the study, statement of the problem. Objective of the study, importance of the study, scope and limitation of the study and research methodology.
  • Chapter two of the research work will be mainly for literature review of the study, the nature and scope of sales promotion, the promotion strategies, sales promotion, forms sales promotion, promotional mix ingredients and situation analysis.
  • Chapter three of the research work will be mainly for describes the methods used for data collection, presentation and analysis of the data.
  • Chapter four of the research work will be mainly for the historical background of Nigeria bottling company plc, analysis of data is also done and presented in this chapter.
  • Chapter five of the research work mainly deals with summary of finding, conclusion, recommendation.

Table of Contents

  • Title page
  • Certification
  • Dedication
  • Acknowledgement
  • Abstract
  • Proposal
  • Table of content

Chapter One

1.0 Introduction

  • 1.1 Background of the Study
  • 1.2 Statement of the Problem
  • 1.3 Research Question
  • 1.4 Objective of the Study
  • 1.5 Importance of the Study
  • 1.6 Scope and Limitation of the Study

Chapter Two

2.0 Literature Review

  • 2.1 The Nature and Scope of Sales Promotion
  • 2.2 The Promotion Strategies
  • 2.3 Sales Promotion Planning
  • 2.4 Co-ordinating the Promotion Plan
  • 2.5 The Targets of Sales Promotion
  • 2.6 Forms of Sales Promotion
  • 2.7 Promotional Mix Ingredients

Chapter Three

3.0 Research Methodology

  • 3.1 Research Population and Sample Size
  • 3.2 Sampling Method
  • 3.3 Data Collection Method
  • 3.4 Presentation and Analysis Technique

Chapter Four

4.0 Presentation and Analysis of Data

  • 4.1 Historical Background of Case Study
  • 4.2 data presentation analysis
  • 4.3 test of hypothesis
  • 4.4 discussion of result

Chapter Five

5.0 Summary, Conclusion, and Recommendation

  • 5.1 Summary of findings
  • 5.2 Conclusion
  • 5.3 Recommendation
  • 5.4 Bibliography
  • 5.5 References
  • 5.6 Appendix – Questionnaire

Chapter One

1.0 Introduction

Planning is the first of serves of function that managers perform.

It entails a material picture of what the organization should achieve, when it should be achieved who is to ensure its achieved and how the objectives are to be achieved.

Planning is the process by which manager establish goal are achieved planning includes all activities that lead to the definition of objective and the determination of appropriate courses of activities to achieve these objectives.
Strategic planning is a type of planning that seeks to establish the board line along which an organization should develop. It also involve in vestment and financing decision which must be related to each other within the context of the strategic plan.

Strategic planning assists an organization to access effectively the demands of its external environmental and because of relies very heartily on the information.

When these external data is combined with internal data management can make estimates of the expected result.
These area the importance of planning.

  1. To offset uncertainty and change
  2. To gain economic operation
  3. To facilitate control
  4. To focus attention on objectives
  5. It enhances the spirit of togetherness
  6. It helps the manage uncertainty

The types of planning g are as follow

  • Micro- economic planning
  • Senatorial planning
  • Budgetary planning
  • Project planning
  • Strategic planning

1.1 Background of the Study

Planning should progress in defined sequential step but with sufficient ease that is looking back wards to earlier stages and forward to subsequent and after the sales promotion company programmes the positive result of this could come in term of increase in sales of such products being strategically promoted.

In view of the anticipated contribution companies tend to place more emphasis on the impact of strategic planning on sales promotion as a communication link through which attention can be gained and information that will lead the consumers to the product

Actually the process should be welcome by all but not expected to cure all the aids in the producing industries.

1.2 Statement of the Problem.

As Nigeria is witnessing a depressed economy there have been increases in prices of consumer goods which leads to an increase in soft drink cover price. Some years ago a bottle of coca-cola. Was sold for 15k, it later increased gradually and strategically to the present cover price of N60.00 per bottle within a year. A change in price was witnessed two or three times in 1994, initially a bottle of coca-cola was sold for N6.00 than later increased to N8.00 and presently settle perhaps tentatively from N50,000 to N60.00 therefore given us about 95% to 100% increase with few years. Consumer expressed their bitterness as a result of this situation they had no choice since NBC’S competitor also follow suit

1.3 Research Question

The questions that readily come to mind are

  1. What are responsible for the recent growth in sales promotion
  2. How realistic is sales promotion as a whole
  3. What are the consumers level of awareness and response to the campaign?
  4. What are the consumers as the target to whom the programmes were being directed to gain.
  5. Does the success of the programmes really justify the promotes efforts in terms of time cost and benefit

1.4 Objectives of the Study

The objectives of the study is to highlight the strategic planning on sales promotion which may some time be left out in practice that is explicit step for information to refine planning decision taken at each stage.

Right from the begging of 1980’s it become crystal dear strategic planning enhanced may of there management function but left strategic business planning relatively untouched. Such development were in the relive budgeting and resource allocation. It was only in the 1970’s that organization renewed their interest in strategic planning on sales promotion and it is only now that the new development on the area have became popular. This is particularly noted in the advanced countries because most of the third world countries do not know much about the practical aspect of strategic in management process.

These improvement in strategic planning involves a concept that is commonly calted strategic business planning the element which makes this concept unique and distinct as a new development is the use of strategic planning unit on sales and promotion as the primary reticule of fermentation strategic planning entails rigorous exercise on sales promotion and the expression of a strategic position in some form of business port folio matrix.

The total business segment of a society is often classified into three (3) broad types of enterprises.

  1. Services
  2. Manufacturing
  3. 3. Merchandising
  4. Good strategic planning on sales on sales promotion which is a vital aspect of marketing mix is widely adopted by soft drinks industries like 7up bottling company and Nigeria bottling company plc. This has substantially created a lot of awareness and varying degrees of response in the part of consumers.

The Nigeria bottling company plc in particular engaged in wide variety of strategic planning on sales promotion activities in recent past. among which are, coca-cola, Fanta, Spirit family bonanza in 1991 coco-cola, Fanta, spirit gift good galore in 1994 and coca-cola, bonanza in 1998, consumers are rational human being who respond to the various strategic planning in sales promotion activities in different ways their level of awareness and response very in relation to individual interest taste, level, of perception e.t.c these can be measure in term of companion between sales volume before from the researchers and do not attend to expose them to Nigeria bottling company has kept some secrets of it’s operation or activities from the researcher was constrained with the researcher found difficult to go extra mile in the field of study to sources for material on the topic from various sources where they could be obtained.

Planning of promotion effectives

The study aims at providing limit for explicit planning g of promotion on strategic sales promotion the following area

  1. Organizational structure
  2. The control system
  3. The reward system
  4. The people executors commuted to plan achievement

The study further aims at highlighting promotion strategy planning steps which will put finishing touches to the whole planning process

1.5 Importance of the Study

Looking at the losses of the largest and most successful firms between 1950-1960 and comparing with the list of those of 1990-2010 one would be amazed.

The material is designed to help integrate the functional tools leaned which include the analytical tools physical distribution promotion and operational management logistics personnel and labour e.t.c all these will help in analyzing the strategic plans of this study will further help organization in the strategic planning on sales promotions in a dynamic business sector of manufacturing industries it is also hoped that the study will firm a useful basis for further intensive research in this area.

1.6 Scope and Limitation of the Study

The study will cover a cross section of consumers and a number of retailers within Apapa Lagos plant area and its environs in this study, the researcher is particularly interested in the sales promotion of Nigeria bottling company plc and its products such as coca –cola fanta spirite and eva water.

Although, the company’s products are well recognized world wide but this study will not be designed to cover international operation of the company.

In carrying out the research of the sensitive nature one can not afford to escape some unexpected problems.
Nigeria bottling company has kept some secrets of it’s operation or activities

Chapter Five

Summary of Findings Conclusion and Recommendation

5.0 Introduction

The foregoing presents the summary of the finding of this research study, appropriate reference from the findings will also be included in addition, this chapter will also make sure useful recommendation for strategic planning on sales promotion activities.

5.1 Summary of Findings

Based on the data analysis carried out in chapter four, some important discoveries were made sales promotion is an expensive and difficult undertaking if not for the necessary important of its ultimate goals of increasing profit. Promotion would have leased long ago. But because of its significant, promotion is here to say therefore a research into the consumer response to sales promotion in general becomes a vital issue.

The relevant information were gathered through questionnaire from the top management level and the marketing department of Nigeria bottling company p.l.c at Apapa plant and their head office in Lagos.

Most of the information focused on the cause of the recent significant growth in sales promotion the type of promotional activities they have engaged in and the effect of a successful formation of strategic planning on sales promotion. It also focused on the company profits.

The investigation has shown that consumer response to Nigeria bottling company’s promotional programmers in general and to the “coco-cola, fanta and sprite musical gift galore” promotion in particular were very encouraging. The wholesalers and retailer significantly contributed to the success of the scheme.

Consumer preferred coco-cola brand or Nigeria bottling company brand to other brands of soft drinks in the market. The taste (quality) of coca-cola was the major factor that influences consumers heavily demand for the product. The investigation further revealed that sales promotion coupled with advertising were the best tools for promoting products and that promotional activities of the Nigeria bottling company can so far be rated among other soft drinks industries to be best. The investigation has also revealed that several factors have contributed immensely to the recent growth in sales promotion. Among these is the present economic depression in the country as well as the continuous growth in product brand especially among soft drinks industries. The increase in number of brands has brought about the emergence of more competitors thus encouraging more competition. Another factor is the dynamism in the marketing environments. The soft drinks industries need to blend and move along with current position in the market.

5.2 Conclusion

This study was carried out for the purpose of examining the impact of strategic planning in Nigeria Bottling Company PLC

However, the conclusion will be based on the following

  1. That effective implementation of strategic planning can lead to increase sales volume and invariably higher profits.
  2. The impact of strategic planning on sales promotion can sustain the life span of a failing product sufficiently to enable it recover from its decline.
  3. Sales promotion is important at all levels of the product life cycle but it is most important at the introductory and growth stages.
  4. The effective implementation of strategic planning on sales promotion involves the motivation and control mechanisms of the sales force
  5. Buyers behaviours is a function of so many factors and promotional appeals such as dressing. It is like a tonic for revival or motivation further, Nigeria bottling company plc introduces a new style into the market providing coca-cola bottle in smaller version and presentable way. By so doing, they have arrested the minds of their potential buyers.

Lastly, the impact strategic planning on sales promotion has become an indispensable segment of marketing of goods services and ideals. Business environment is dynamic. This fact is attested to by the emergency of new manufacturers and new products.

5.3 Recommendation

Having, summarized the activities of the proceeding chapter, it is necessary to make the following recommendation in order to make intelligent decision about promotional strategies, marketers should carryout extensive research.

This is required to determine he type of promotion to embark upon and how far the promotion should go since it is known fact that all forms of promotion requires substantial amounts of capital, it should be well designed by considering it’s cost effectiveness. The benefits to derive from it should be more than expenses to be incurred.

Furthermore, since the recent growth in sales promotion has been attributed to inflation and economic depression government on its own part should find possible solutions to revive the country’s economy. This will substantially cause the production cost of the manufacturers with hardship whether directly or indirectly passed to the final consumers would be reduced if not totally eliminated.

As it is already known quality is the key word which determines success of the whole operation, manufacturers are advised to maintain the good quality of their products because consumers will always go for the best.
Producers are advised to be considered in finding the price of their products, manufacturers should also be conscious of sales force, enthusiasm through effective control and good motivational mechanism.

A sales promotional programme can fail if it is not fully supported by the participants of the strategic planning formulation and the company own sales man. Competent salesmen and other staff should be employed, trained, encouraged and assigned to do the task so as to increase the good will of the company and that of the products.

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