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

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 Pageii Approval Pageiii Dedication iv Acknowledgement v Abstract vi Table of Contents vii
CHAPTER ONE: INTRODUCTION 1.1Background of the Study 1 1.2Historical Background (Guinness Nig. Plc)8 1.3Statement of the Problem 11 1.4Objective of the Study 12 1.5Research Hypothesis 13 1.6Significance of the Study 14 1.7Scope of the Study 14 1.8Need for the Study 15 1.9Definition of Terms. 15
CHAPTER TWO: LITERATURE REVIEW 2.1The Promo Tools21 2.2Promotion Objectives and its Economic Importance 2.3Promotion Policy/Strategies 27 2.4Promotion Mix Strategies 30 2.5Setting the Total Promotion budget and Mix33 2.6Integrating the Promotion Mix38 2.7Promoting Procedures41 2.8Promotional Pricing 46 2.9Factors Influencing Promotion Decision. 48 2.10Summary 49
CHAPTER THREE: RESEARCH METHODOLOGY 3.1Probability Sample 51 3.2Pilot Survey52 3.3Sources of Data52 3.4Population of Study 54 3.5Sample Size Determination 54 3.6Questionnaire Administration 56 3.7Limitation of Study57
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.  5.1Summary of Findings81 5.2Recommendation 84 5.3Conclusion86 Bibliography  Questionnaire