Improving Sales Promotion of a Beverage Company in Nigeria

Abstract

Promotion campaign is probably the most important aspect of the four marketing-mix elements—Price, Place, Product and Promotion— that are used to solve companies’ problems and gain competitive advantage if well implemented. This important element of marketing-mix involves personal selling, advertisement, sales promotion and public relations. Meanwhile, the ultimate objectives of promotion are to create awareness, provide information about goods and services, and differentiate a product from others. Furthermore, contemporary marketing calls for more than developing a good, product or service; it also entails pricing it adequately and making it available to the target customers at the right time. This research work laid emphasis on different sales promotion tools used in marketing consumer products to help Seven-Up Bottling Company gain competitive advantage. In addition, it draws new sales promotion plan for Seven-Up Bottling Company to achieve her set objectives.