Sales Promotion As An Effective Means Of Increasing A Firms Market Share An Appraisal Of The 7up 2004 Naira Mainia” In Enugu State

SALES PROMOTION AS AN EFFECTIVE MEANS OF INCREASING A FIRMS MARKET SHARE

AN APPRAISAL OF THE 7UP 2004 NAIRA MAINIA” IN ENUGU STATE

TABLE OF CONTENTS

Title page

Approval page

Dedication

Acknowledgement

Table of contents

List of Table

CHAPTER ONE

1.0     Introduction

1.1            What is sales promotion

1.2            Sales promotion in contemporary Nig

1.3            The objectives of sales promotion

1.4            The 7up sales promotional objective and strategy

CHAPTER TWO

2.0     Problems and prospects of sales promotion

2.1            General problems in the use of sales promotion

2.2            Constructive use of sales promotion

2.3            Advantages comparies drive from using sales promotion in comparison to other promo tools.

CHAPTER THREE

3.0            Appraisal of the 7up Naria Mania

CHAPTER FOUR

4.0     Conclusion and Recommendation

4.1            How we should understand sales promotion

4.2            Summary

4.3            Recommendation for the use of sale promotion

Bibliography

CHAPTER ONE

1.0     INTRODUCTION

1.1     WHAT IS SALES PROMOTION?

          Sales promotion is a special campaign aimed at moving a particular plan, most frequently sales increase. It is most often used to increase sales above the existing level. For example a company recording 2,000 cartoons of drinks sold weekly may decide to increase its sales to 3,000 that is by fifty percent (50%) within the same period.

          To achieve this more customer are attracted to visit and/or by the company’s products, while existing customers are encouraged to buy more. Sales promoting are staged by both manufacturers and distributors (wholesalers/retailers).

          Sales promotion is an ingredient of promotion which is a componant of marketing mix used to inform and persuade customers about the company’s products or services.

          Promotion itself consist of coordinated seller initiated efforts to establish channels of information and persuasion to faster the sale of goods and services, or the acceptance of ideas or points of view; and is persuasive in that it attempts to more people from a stage of unawareness to one of awareness from liking to preference or from conviction to purchase.

          It is a consensus opinion of most writers (A.N. Ifezue, M.J. Baker, Joanna Kinsey, P. Koller and E.J. Mc Carthy) that sales promotion constitutes a good proportion of advertising, personal selling and publicity, which are the other ingredients of promotion. As a result most of the budget earmarked for promotion go into sales promotion unknowingly.

          According to M.J. Baker sales promotion can be employed successfully in both urban developed market and the opening of the interior undeveloped market by opening up distribution channels so that products flows in freely to be tried by new customers or consumers.

          Sales promotion, like other ingredients in the promotional mix (promotools), is directed at the consumer or business buyers; but unlike advertising, personal selling and publicity, it involves non-repetitive, one-time communication effort. The problem that arises is that there is no clear dividing line between sales promotion and the other promotools. What becomes imperative here is to consider some definitions of sales promotion to have a clear idea for what it stands for.

            The American marketing Association defined sales promotion as “activities other than personal selling, advertising and publicity that stimulate