Optimum Promotional Mix As Effective Tool For Enhancing Sales In The Nigerian Soft Drink Industry (A Case Study Of Nigerian Bottling Company)

Project and Seminar Material for Marketing

Optimum Promotional Mix As Effective Tool For Enhancing Sales In The Nigerian Soft Drink Industry (A Case Study Of Nigerian Bottling Company)


This research work focused on the optimum promotion mix as effective tool for enhancing sales. For this research work to be more presentable, it was divided into five chapter, chapter one deals with, historical background of the study, statement of the problem, purpose of the study, research question, research hypothesis, scope and limitation of the study and definition of terms. Also chapter two of the project work take a look at the concept of the promotion, theoretical analysis of promotional, putting promotional mix into perception, promotional mix strategies and determination of optimum promotional mix. In chapter three, the characteristic of population is explained and samples design and procedure with data collection instrument, administration of data, method of data, method used in processing and analysis of data collected, limitation and methodology.

Chapter four of this project deals with data presentation and analysis also hypothesis testing, result finding, history of the case study. In chapter five of the study summary of finding, conclusion, recommendation references and questionnaire are treated to give the research work backbone.

Chapter One


1.1 Background of the Study

The high level of competition and volatility of modern marketing environment coupled with the depressed native of Nigeria company has placed premium on many organization and companies, hence, there is need to employs promotional mix to serve as effective tools to enhance sales. Many organization viewed promotion as a waste of company funds, where as making it accessible to target customers and communicating to customers which are very important.

The role of promotion is to communicate with individuals, groups or organization to directly facilitate exchange by influencing one or more of the audience to accept organization products. To facilitate exchange directly, marketers communicate with selected audience about a firm or it goods and services. In facilitate exchange indirectly marketers has to focusing communication abut company activities and product on interest group. Such as environmental and consumer groups, current and potential investors regulatory agencies and society in general promotional mix is the combination of advertising, personal selling, sales promotion and publicity.

For a firm to attain its target market, the elements on promotional mix must be coordinate since they are interdependent.

1.2 Statement of Problem

The fundamental problem confronting this research is to measure the significance of optimum promotional mix as affective tools for enhancing sales. It is however note worthy that in an economy characterized with high level of uncertainty and turbulence many organization liquidated and wound up, while the so called giant are trying to survive with as much stock undermanned in this research, the effectiveness of promotional mix as viable tools for increase sales volume shall be evaluated with particular reference to be Nigerian Bottling Company (NBC) Plc the start of the sort drink industry.

Also analysis of the customers acceptability of the firms product through customers satisfaction and reaction which is acknowledge as the best indicator of measuring sales volume and profitability shall equally be done effort shall be made to determine optimum are of sales promotion for the case study.

1.3 Aims and Objectives of the Study

The aims and objective of the study are: to access the future significance of marketing plan uses in promotional mix.

  1. To measure the success or otherwise of sales firm promotion in depressed economy
  2. To find the reaction of consumers towards the use of promotional mix in the soft drinks industry.
  3. To identify the effectiveness of promotional mix on sales volume.
  4. To analysis the various techniques of company promotional mix on sales both in the past and present and their effect on sales volume.

1.4 Significance of the Study

The significance of the is to show the clear understating of optimum promotional mix as effective tools for enhancing sales promotion because recent studies have emphasized the need to wide the area of responsibility of effective promotion to take into cognizance, the numerous users group and their drives interests. Therefore adequate attention has to be draw to the issue of optimum promotional mix as to show this can enhance sales in an organization.

1.5 Scope of the Study

This study will be limited to the significance of optimum promotional mix as effective tools to enhance sales in the Nigeria Bottling company (NBC) Plc. It is a company that value the need for promotional activities and employs it tools to boost sales and profit. The findings of this research will not necessarily be generalized to other companies in Nigeria producing similar products.

1.6 Limitation and Constraints of the Study

The research focuses on the optimum promotional mix as effective tools for enhancing sales with special emphasis on Nigeria Bottling company.

The research is case study in nature which brought about many limitations some finance lack of enough time, lack of adequate cooperation from respondent and case study.

Chapter Five

5.0 Summary Conclusions and Recommendation

5.1 Summary of Findings

This study investigated the optimum promotional mix as effective tools for enhance sales.

The chi-squared methods of analysis was adopted to analysed the data obtained from the questionnaires administered. The following therefore represents the summary of findings.

  • Optimum promotional mix has impact on sales of Nigeria Bottling Company.
  • It is also confimed that promotional strategies are essential tools to structure sales and profit.
  • Nigerian Botting Company possessed many young staff who are with the age of 21-30 years.
  • The company has appropriate staff give in place to cope with counterparts in the industry.
  • Promotional programme contribute to the sale of a company. It also helps to achieve company objective. Promotion communicate effective information about a product, also contribute to the development of brand loyalty.
  • Promotional tools used by companies in carrying out their promotional programme are advertising, personal selling, sales promotion and public relations.
  • The target market of companies are the general public.

In selecting reliatory company usually considered the total mix. In responses to the rival promotional strategies the (companies) may change product qualities of their promotional strategies, but not the prices of product.

5.2 Conclusions

from the data analysis in chapter iv and result of finding, it can be concluded that promotional mix strategies contribute to the development of the company, promotion in general has the capacity to stimulate total market growth purely persuasive promotion activities are not so effective as customers buying behaviour is more rational than company” promotional activities assume it to be for promotional programmes to be successful. The medial to be employed should be carefully chose such that the objective of reading the target group is ensured.

5.3 Recommendation

From finding of these studies it is evident that optimum promotional mix is effective tools for enhance sales. Hence I would like to submit the following recommendation for the Nigeria Bottling company and government for effective and efficient implementation of promotional mix.

  1. The company should understand the customers expectation of their products and services.
  2. There is need for ability to organization market research to discover ways improved product quality as a competitive strategy instead of relying on promotional strategy.
  3. There is need for extensive study to be carried out in order to determined the promotional variable that can be used in reaching the target market more effectively.
  4. It is also highly essential for the government to strengthen the power of NAFDAC in order to prevent the substandard goods.
  5. It is also important for government to set up anti-smuggling campaigns on juice soft drink in the society in order to protect local production.

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