Promotion As A Strategic Instrument In The Sales Of Malt Drinks (a Case Study Of Guinness Nigeria Plc Enugu Metropolis)

This research project is a very crucial study for the Guinness Nig Plc the study was motivated by the necessity to establish the extent of promotion as a strategic instrument in sales of any manufactured prompts. 

Guinness Nig Plc was made use of by the researcher as case of study because of the level and precision this study intends to attain this study was also expected to:

i.Examine the effectiveness of promotion techniques been employed by Guinness Nig Plc.

ii.Determine to which extent this organization have successfully operated its business with the current promotion of its permits 

iii.Device ways such that promotion could be used as a strategic instrument in enhancing increase in sales this research work is therefore significant in the sense that it has endeavoured to suggest workable and acceptable guidelines which companies many find useful in handing organizational problems particularly those  having to do with promotion.

Three research hypothesis were formulation to avoid deviation from the subject under study.  Both primary and secondary serves were used in collection of data the research instrument used in collimating the data were.

In organizing and presenting data collimated tables frequencies and percentages were used to present the raw data in a meaningful manner thereafter the variation hypothesis were tested using chi-square at a degree of 0.05 level of significance.

The following hypotheses were accepted after the test.

i.Malta Guinness is preferred to other competing malt drinks because of  its  superiority

ii.The price of the product hinges largely on the good will of Guinness trade name.

iii.The price of the product has influenced its share of the market.

Based on the findings the researcher opinion in materials some recommendation which hopefully will be useful to the company under studies in particular and other firm in the industry in general more so the conclusion of the study states that promotion of the product is not only the yard stick to measure the performance of a product in the market.  It whose that product superiority good will and other falters normally contribute immensely.

Nevertheless the promotion is the most strategic instrument not only for promoting the sales of a product but also for booking and projecting the overall corporate objectives of a firm.

 

Cover page

Title page

Approval page

Dedication 

Acknowledgement 

Abstract

Table of contents 

CHAPTER ONE 

INTRODUCTION 

Background of the study

Historical background (Guinness Nig Plc)

Statement of the problem 

Objective of the study

Research hypothesis

Significance of the study

Scope of the study

Need for the study

Definition of terms.

CHAPTER TWO

Literature review

The promo tools

Promotion objectives and is economic importance 

Promotion policy/ strategies

Promotion mix strategies 

Setting the total promotion budget and mix 

Integrating the promotion mix

Promotion procedures 

Promotional pricing 

Factors influencing promotion decision 

CHAPTER THREE  

Research methodology

Profitability sample

Pilot survey

Source of data 

Population of study

Questionnaires administration

Limitation of study

CHAPTER FOUR  

Presentation analysis and interpretation of data 

CHAPTER FIVE

Summary of findings recommendation and conclusion.

Conclusion

Summary of findings

Recommendation 

Conclusion 

Questionnaires bibliography