PROMOTION AS A STRATEGIC INSTRUMENT IN THE SALES OF MALT DRINKS.

A CASE STUDY OF GUINNESS NIGERIA PLC ENUGU METROPOLIS .

 

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ABSTRACT

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:

1. Examine the effectiveness of promotion techniques been employed by Guinness Nig Plc.
2. Determine to which extent this organization have successfully operated its business with the current promotion of its permits
3. 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.

1. Malta Guinness is preferred to other competing malt drinks because of  its  superiority
2. The price of the product hinges largely on the good will of Guinness trade name.
3. 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.

 

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

 

CHAPTER ONE

1.1            BACKGROUND OF THE STUDY

The purpose of promotion is not to recover cost but to capture the value of the product in the minds of the customers.  Promotion consists of co-ordinated sellers imitated effort to establish channels of information and persuasion to foster the sales of good and services.  Promotion means every means of communication a product or service to the buyer or final consumer.  It should be recalled that each of the marketing mix communicating means proper integration of the marketing mix variables and the promotional mix in the right proportion to achieve the market goals of the organization in other words Wibur Schram says that promotion as a communication tools is the process of establishing commonness or oneness of thought between the seller and the buyers. The brighter understanding and knowledge of the product help to keep owing the product foreword

Effective promotion pushes the product along different stays of response depending on the stays of the product on the product life cycle or the particular response demanded by the marketers the response can be awareness liking knowledge preference conduction and or purchase

It is also said that a company can have the best quality product which price is considered reasonable but without letting people know that such product exist and can be found at a particular place such product cannot get market patronage because it is sufficiency from major marketing problem of no promotion on the same vein a product that does not receive proper integration of the promotional mix at the optional level is equivalent to no promotion at all.

The promotional mix are advertising sales promotion personal selling public relation and direct marketing advertising is any paid form of non personal presentation and promotion of idea goods or services by an identified sponsor.  It involves the use of mass medium they are radio television new paper etc. advertising could be carried out for different purpose in that case there are competitive advertising [aimed at fighting competition] informative advertising [a moving the existence of a hew product or service o a modification of existing brands] institutional advertising [advertising has some distinct qualifies.

1. Mass communication:  The message is transmitted simultaneously to a large number of people through a media.
2. Controlled: The contents time and direction of an advertising message are controlled by the advertiser
3. Impersonal: Advertising is a monolgue
4. Dramatization: Advertising is characterized by sand colour  and the use of prints. The makes the message interesting and sometimes dramatize the company and its product personal selling personal presentation by the firms sales force for the purpose of making sales and building customers relationships.  It is an effective tools for bundling up buyers preference conditions and actions.

Its distinct features are:

Personal communication: Personal selling involves close personal interaction between sellers and buyers.

Immediate feedback:  It is a dialogue it permits the prospect to raise objectives ask question or place order immediately.

Sales promotion:  Short term incentives to encourage the purpose or sales of a product or service. Sales promotion include a wide assessment of tools like coupons contest cent off deal premiums and other all of which have many unique qualities it attracts quick’s responses where  as advertising says “ sales promotion can be classified into consumer promotion [sampling premium offer price off etc]

Trade promotion [dealer contests free good merchandising allowance etc] and sales force promotion [ sales force contest bouns etc].

Its distinct features are:

1. Alternation getting: They product direct and immediate concession and enlivenment to gain alternation of the buyer and lead the buyer to the product.
2. Product or image damaging: A too frequent use of sales promotion tools may covey the notion that the product being pushed are either inferior ill designed or even over priced.

Public relation:  Building good relations with the company various public by obtaining favourable publicity building up a good corporate image and handing or heading off unfavourable rumours stories and events. Publicity appear in different ways they are press relation [placing news worthy item in the news media] product publicity [launching a new product] lobbying ]fighting undesirable government polices and supporting the desirable polices] corporate promotion [internal and external message to improve the understanding of the institution]

Its district features are:

High credibility:   The news stories and messages are not sponsored by the seller so readers see it to be trusting they and authentic.

Off guard: messages that appear as news are not paid for in the sense that the firm is not billed for the space or time.

Direct marketing: Direct connections with carefully targeted individual consumers to both obtain an immediate responses and cultivate lasting customer relationship.  It is a non-public and its message is directed to a specific person. It is immediate and customized and interactive direct marking is done through the use of telephone mail fax email internet etc.

Promotion is one of the element in marking mix that represent cost.  Therefore any stay on the subject womb have to be stream lined in order to arrived at an acceptable and profitable policy. In the light of this project is set to determine promotion as an instrument in sales of malt drink with a special emphasis on Malta Guinness brewed by Guinness Nigeria Plc. In other words viewing promotion from the sales angle that is using sales as a parameter to measure the effect of promotion both on consumer completers quantify demanded.

 

HISTORICAL BACKGROUND [  GNPLC) 

Guinness Nigeria Plc was incorporated in Nigeria in 1950 to import and distribute Guinness from Dublin for sales in Nigeria.

Following the great success of the product in Nigeria a decision to build a Brewery in the country was taken in 1960 and the stout brewery in Ikeja was constructed in 1962 hence the new enterprise [Ikeja brewery] eventually became the third Guinness brewery in the world providing Guinness sort apart from Dublin and London.  With the increased demand for their high quality product the brewery was expanded as a result they entered into the lager beer market with the construction of harp brewery in Benin in 1974.70 meet the ever growing demand for Guinness stout the third brewery was built to cater for the huge market demand in the eastern zone. The contribution of Guinness Nig Plc to the national economy lies not only in providing direct employment to over 500 [five thousand employee but also in the indirect employment it generate for them sand of other Nigerians engaged in the production be battles crow hock creates content labels and also transporter of their supplies and finished goods as well as contractor who service their breweries.  The firm also generate considerable internal revenue for government though the payment of excise duties import duties and company tax which in a normal year a merits to an average of 14 million per month excise duty alone. The  first Nigeria to head the firm was appointed in 1975 in person of chief [Dr] A.K Ubeku on 1^st September 1986 the company was formally reorganized into three main division brewing division Guinness farm division and Guinness processing division. The company has being aligned with government policy on import substitution and at the sometime committed to the maintenance of high quality products while at the sometime it has been good corporate citizen by building and maintaining age hospital and as well as supporting the development of sports throughout the federation.

 

With the success story of brewing in the country the firm added yet another line of point to its existing line in 1990 and named it Malta Guinness. Purposely to capture point. It is of importance to mention here that till the dare of writing this product Malta Guinness is doing fine among its completing brands in the market.

Due to proper direction of the board of directors their technical partners support the hard work of the management and staff couple with customers continuous patronage the companies turnover has risen from #286 million on in 1986.  the headquarters of the firm is located in Ikeja and is response for overall planning co-ordination and control of the whole company.

 

STATEMENT OF THE PROBLEM 

Guinness Nigeria Plc was incorporated in Nigeria in 1950 with the success strong of the brewing in the country the firm added yet another line of product to its existing line in 1990 and named it Malta Guinness. Guinness Nigeria Plc is the leader in the Malta drinks industry in Enugu metropolis the company has other.  Product like Guinness stout and harp both of them are alcoholic.

Malta Guinness ahs been selling well in Nigeria for many years and the performance of the product in the market ahs been satisfaction.  Most consumer prefer the product to other completing brands of malts.  Why do consumer prefer it to other completing brand upon the fact that the price is higher when compared with other Malta drink.

Why has Malta Guinness been so successful in the marketing is the success as a result of the product quality taste company’s trade mark or name pricing system or promotional system.

 

OBJECTIVE OF THE STUDY               

Promotion is one of  the controllable mix in marketing and its importance cannot be over emphasized because it is one of the revenue generating mix. The management therefore has to be more stringent in planning this mix therefore the objective of the study are:

To find out whether the company’s promotion mix strategies affects the sales volume of the product

To identify how competitors promotion system is affecting the company sales volume.

To know whether promotion division really constitute a complex  web in business organization.

To suggest ways of improving the promotional mix strategies in order to improve the overall objective of the firm.