PROMOTION AS A STRATEGIC INSTRUMENT IN THE SALES OF MALT DRINKS (A CASE STUDY OF GUINNESS NIGERIA PLC ENUGU METROPOLIS) (#9249)

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: i.Examine the effectiveness of promotion techniques been employed by Guinness Nig Plc. ii.Determine to which extent this organization have successfully operated its business with the current promotion of its permits  iii.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. i.Malta Guinness is preferred to other competing malt drinks because of  its  superiority ii.The price of the product hinges largely on the good will of Guinness trade name. iii.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.   TABLE OF CONTENTS Cover page Title page Approval page Dedication  Acknowledgement  Abstract Table of contents 
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