OPTIMUM PROMOTIONAL MIX AS EFFECTIVE TOOL FOR ENHANCING SALES IN THE NIGERIAN SOFT DRINK INDUSTRY (A CASE STUDY OF NIGERIAN BOTTLING COMPANY).

ABSTRACT

This research work focused on the optimum promotion mix as effective tool for enhancing sales. For this research work to be more presentable, it was divided into five chapter, chapter one deals with, historical background of the study, statement of the problem, purpose of the study, research question, research hypothesis, scope and limitation of the study and definition of terms. Also chapter two of the project work take a look at the concept of the promotion, theoretical analysis of promotional, putting promotional mix into perception, promotional mix strategies and determination of optimum promotional mix. In chapter three, the characteristic of population is explained and samples design and procedure with data collection instrument, administration of data, method of data, method used in processing and analysis of data collected, limitation and methodology.

Chapter four of this project deals with data presentation and analysis also hypothesis testing, result finding, history of the case study. In chapter five of the study summary of finding, conclusion, recommendation references and questionnaire are treated to give the research work backbone.

TABLE OF CONTENTS

Title page

Certification

Dedication

Acknwledgement

Abstract

Table of contents

1.0 CHAPTER ONE: Background to the study

1.1 Introduction

1.2 Statement of problem

1.3 Aims and objectives of the study

1.4 Siganificance of the study

1.5 Scope of the study

1.6 Limitations and constraints to the study

2.0 CHAPTER TWO: LITERATURE REVIEW

2.1 Concept of Promotion

2.2 Promotional Tools

2.3 Objectives of Product Promotion

2.4 Concept of Promotional Mix

2.5 The Rationale for Promotional Mix

3.0 CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Research population and Sample

3.2 Research design

3.3 Instruments of Data Collection

3.4 Admiistartion of instruments

3.5 Method of Data Analysis

4.0 CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.1 Brief hisotry of promotion in Nigeria bottling company, NBC

4.2 Business objectives of NBC

4.3 The company is products and their market

4.4 Rationale of product promotion in NBC

4.5 Promotinal mix of the company

4.6 Benefits of the promotional mix to the company

4.7 Shortcomings of the promotional mix in NBC

5.0 CHAPTER FIVE: SUMMARY, CONCLUSIONS AND RECOMMENDATION

5.1 Summary of findings

5.2 Conclusions 

5.3 Recommendations

References