PROMOTION AS A STRATEGIC INSTRUMENT IN THE MARKETING OF MALT DRINKS (A STUDY OF GUINNESS NIGERIA PLC, ENUGU METROPOLIS)

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ABSTRACT

This research project is a very crucial study for the Guinness Nigeria plc. This study was motivated by the necessity to establish the extent of promotion as a strategic instrument in the sales of Guinness product (Malt). Guinness Nigeria 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: Determine the extent to which this organization have successfully operated its business with the current promotion of its products. Device ways such that promotion could be used as a Strategic Instrument in Increasing 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 organization problems, particularly those having to do with promotion. This research hypothesis were formulated to award deviation from the subject it may study. Both primary and secondary sources were used in collection of data. This research instrument used in collecting the data were questionnaire and oral interview. In organizing and presently data collected, tables, frequencies and percentages was used to present the raw data in a meaningful manner, therefore, the various hypothesis were tested using chi-square. Based on the findings the researcher’s opinion in details. Some recommendations which hopefully will be useful to the company under studied in particular and other firms in the industry in general. 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.

TABLE OF CONTENTS

Title Page ii

Approval Page iii

Dedication iv

Acknowledgement v

Abstract vi

Table of Contents vii

CHAPTER ONE:

INTRODUCTION

1.1 Background of the Study 1

1.2 Historical Background (Guinness Nig. Plc) 8

1.3 Statement of the Problem 11

1.4 Objective of the Study 12

1.5 Research Hypothesis 13

1.6 Significance of the Study 14

1.7 Scope of the Study 14

1.8 Need for the Study 15

1.9 Definition of Terms. 15

CHAPTER TWO:

LITERATURE REVIEW

2.1 The Promo Tools 21

2.2 Promotion Objectives and its Economic Importance

2.3 Promotion Policy/Strategies 27

2.4 Promotion Mix Strategies 30

2.5 Setting the Total Promotion budget and Mix 33

2.6 Integrating the Promotion Mix 38

2.7 Promoting Procedures 41

2.8 Promotional Pricing 46

2.9 Factors Influencing Promotion Decision. 48

2.10 Summary 49

CHAPTER THREE:

RESEARCH METHODOLOGY

3.1 Probability Sample 51

3.2 Pilot Survey 52

3.3 Sources of Data 52

3.4 Population of Study 54

3.5 Sample Size Determination 54

3.6 Questionnaire Administration 56

3.7 Limitation of Study 57

CHAPTER FOUR:

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

4.1 Data Presentation 60

4.2 Test of Hypothesis 72

CHAPTER FIVE:

SUMMARY OF FINDINGS, RECOMMENDATION AND CONCLUSION.

5.1 Summary of Findings 81

5.2 Recommendation 84

5.3 Conclusion 86

Bibliography

Questionnaire

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PROMOTION AS A STRATEGIC INSTRUMENT IN THE MARKETING OF MALT DRINKS (A STUDY OF GUINNESS NIGERIA PLC, ENUGU METROPOLIS)

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