CHAPTER ONE
1.0 GENERAL INTRODUCTION: According to and Kirk Patrick (1982). promotion is an important element in marking mix of most firms and it is not important in others for soft drink manufactures, whose products, price and distribution channels are very similar to those of competitors seller of can juices and sweet flavored drinks in includes the members of great many of differentiating their products in the minds of the consumers.
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Many industries lay emphasis and attention on promotion than other marketing mix to create effective awareness and it enhance purchase because, promotion gives the description of product to the end users and target market.
However, in the promotional activities, the industry get chance to communicate effectively with potential customer to beat the drum its products.
The promotions are used to disseminating information or communicating with the target audience. They include various forms of advertising, packaging, sales presentation and demonstration, point if purchase displays, sales (literature, films) and incentive tools (coupons contest, trading stamps, premium) and publicity programs. Historically, industries first made separate functions out of personal selling later out of advertising them, out of sales promo tools and ultimately out publicity. The four major promotions.
1.1 STATEMENT OF THE PROBLEMS: The soft drink environment is bedeviled numerous structural and promotional problems from past decades, these problems includes the following;
(a) Manufactures did not take great cognizance of sale promotion.
(b) Manufactures use other promotion tools; advertising personal selling e.t.c instead of whir sales promotion is required.
(c) Sales promotion was being used during and adverse economy. Other problems involved are that bottlers in various townships fail to conduct proper marketing research on the consumer. Gift to be used during sales promotion are those, which the consumers would grave for .
Also the cost of conducting sales promotion should not be too much to avoid running at a loss
Many people do not know what sales promotion means to entail. Others cannot even differentiate one promo tool from another. Bottlers have failed to create in the mind if customers the impression that they are getting something for nothing, also the purpose of sales promotion, when conducting it, is not well communicated to people in certain towns.
- 1.2 OBJECTIVES OF STUDY
There have been assertions that sales promotion, as an element of promotional mix, has been helping soft drinks bottler effectively. This study tends to correct this impression. The objectives of this research include the following
- To know if sales promotion really motivate customer to buy (more) of soft drinks
- To know the response of customer and their behavious to sales promotion.
- To examine the impact of sales promotion on customer patronage of soft drinks produce.
- To identity whether the customers will continue to buy the soft drinks when sales promotion activities stop
1.3 RESEARCH QUESTIONS
The motive behind the industry (soft drinks) is continued used of sales promotion provide the major issues of discussion which supply answers to such questions.
- 1. Do the manufactures realize the impact or effects of sales promotion on their business?
- 2. Do they examine and evaluate, if sales promotion fails to make expected impact?
- 3. Will customer buy much of soft drink during sales promotion?
1.4 LIMITATION OF THE STUDY
This research, effectiveness of sales promotion in soft drink industry is constrained by the following factors:
Lack of access to document:- formed the looked worm attitude of the official releasing secret information and fear of espionage from competition
Attitude of respondent:- the cold attitude display by respondent is really disgusting. Financial constraints: transport and academic material ranked highest in the general research.
Time constraints: His appointment of time on academics and other social obligation was indeed not easy.
Social obligation was indeed not easy
Material:- insufficient of Nigeria authority marketing tests.
1.5 SCOPE OF THE STUDY
The main forum of this study is on sales promotion as an element of promotional mix, which indicates that sales promotion will be single out. The study will focus on soft drinks market in Ilorin with reference to 7up bottling company, Ilorin plant.
1.5 SIGNIFICANCE OF THE STUDY
1.The important of this to make many bottlers of soft drink realize the part sales promotion plays as on element of promotion mix. In this sense, many manufactures of soft drinks have used some forms of promotion irrelevant to their problems in order to increase sales and maximized profit.
- Some do not even know when which promotional to adopt or use this study aims at establishing and critically analyzing the effect of sales promotion as one of the elements of promotional mix.
- This study is also significant in term of its contribution to existing knowledge. This is to say that the time, cost and energy expended in acquiring this knowledge are justified
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