SALES PROMOTION IS IMPORTANT TO NIGERIAN ECONOMY. CASE STUDY OF COCA-COLA PLC

By

UZOR COSMAS AND GROUP MEMBERS

Presented To

Department of Marketing

This research work titled sales promotion is important in Nigeria economy. Case study Coca-cola was carried out with the following objectives.
    To find out the impact of effective sales promotion on increasing coca-cola market share.
    To find out the extend sales promotion has contributed to the economy. Based on these existensive literative review on textbook, Journals, and material on the area of the sudy was carried out. The research came up with the following findings.
-    Sales promotion encourges customer’s purchase of coca-cola and equally creates customersattention and desire for the product.
-    Sales promotion equally contribute to the development of the economy Based on this findings the researchers recommend the following.
-    The company should not only define it target for appropriate choice of promotional tools that suit the audience but should make sales promotion cost effective to be able toachieve it’s objectives.
The government should monitor the sales promotional activities of the companies because some of them are deceptive.
    These recommendations if properly carried out we booost the company’s position in soft drink industries and equally contribute to economy of the country. It was equally discovered that most of Nigeria companies that engages in sales promotion activities are very difficult for customers to win the reward and even when the reward is won, it is difficult to be collected by the winner.

Title page                                        ii
Approval page                                    iii
Dedication                                        iv
Acknowledgement                                    v
Abstract                                        vi
Table of contents                                    viii

CHAPTER ONE
1.0.    Introduction                                    1
1.1.    Background of the study                            1
1.2.    Statement of the problem                            3
1.3.    Objectives of the study                            3
1.4.    Research question                                4
1.5.    Significance of the study                            5
1.6.    Scope of the study                                6
1.7.    Limitation of the study                            6   

CHAPTER TWO
2.0.    Literature review                                9    
2.1.    What is promotion?                            9
2.2.    Components of promotion                        12
2.3.    Nature of sales promotion                        18
2.4.    Difference forms of sales promotion                    22
2.5.    Effectiveness of sales promotion                    25
2.6.    Objectives of sales promotion                        27

CHAPTER THREE        
3.0.    Detail of discussion                            29
3.1.    Sales promotion in brewery industry                    29
3.2.    Critisms of sales promotion                        31
3.3.    Contribution of sales promotion in the economy            33
3.4.    Company profile.                                35

CHAPTER FOUR            
4.0.    Summary of finding recommendation and conclusion.        37
4.1.    Summary of finding                            37
4.2.    Recommendation                                38
4.3.    Conclusion                                    40
Bibliography                                42