PROMOTION AS A STRATEGIC INSTRUMENT IN THE SALES OF MALT DRINKS

(A CASE STUDY OF GUINNESS NIGERIA PLC ENUGU METROPOLIS)

By

VINCENT JOSEPHINE

Presented To

Department of Marketing

    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 the sales of any manufactured products.
    Guinness Nig. Plc was made use of by the researcher as a 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 products.
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 endeavored to suggest workable and acceptable guidelines which companies may find useful in handling organizational problems, particularly those having to do with promotion.     
The research hypothesis were formulation to ward deviation from the subject itimer study.   Both primary and secondary sources were used in collection of data.   The research instrument used in collecting the data were questionnaires and oral interview.
In organizing and presenting data collected, tables, frequencies and percentages was used to present the raw data in a meaningful manner, thereafter, the various hypothesis were tested using chi-square at a degree of 0.05 level of significance.
The following hypothesis 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 heavily on the goodwill 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 duteils. Some recommendations which hopefully will be useful to the company under studied in particular and other firms in the industry in general.   Moreso, the conclusion of the study states that promotion of the product is not only the yardstick to measure the performance of a product in the market.   It holds that product superiority; goodwill and other factors normally contribute immensely.
Nevertheless, the promotion is the most strategic instrument not only for promoting the sales of a product but also for booting and projecting the overall corporate objectives of a firm.  

Title Page
Approval Page
Dedication
Acknowledgment
Abstract
Table of Contents

CHAPTER ONE:    INTRODUCTION
1.1    Background of the Study
1.2    Historical Background (Guinness Nig. Plc)
1.3    Statement of the Problem
1.4    Objective of the Study
1.5    Research Hypothesis
1.6    Significance of the Study
1.7    Scope of the Study
1.8    Need for the Study
1.9    Definition of Terms.

CHAPTER TWO:    LITERATURE REVIEW
2.1    The Promotools
2.2    Promotion Objectives and its Economic Importance
2.3    Promotion Policy/Strategies
2.4    Promotion Mix Strategies
2.5    Setting the Total Promotion budget and Mix
2.6    Integrating the Promotion Mix
2.7    Promoting Procedures
2.8    Promotional Pricing
2.9    Factors Influencing Promotion Decision.

CHAPTER THREE:      RESEARCH METHODOLOGY
3.1    Probability Sample
3.2    Pilot Survey
3.3    Sources of Data
3.4    Population of Study
3.5    Questionnaire Administration
3.6    Limitation of Study

CHAPTER FOUR:    
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

CHAPTER FIVE:    
SUMMARY OF FINDINGS, RECOMMENDATION AND CONCLUSION.
5.1    Summary of Findings
5.2    Recommendation
5.3    Conclusion
Bibliography
Questionnaire