ABSTRACT
This project work intends to assay promotional strategy a better sales performance. A case study of Nigerian Bottling Company Plc.
Promotion has been defined as the flow of persuasive communication between the firm and various selected audience (consumer’s industrial risers and re-sellers), it is the activities that communicate the merits of the products and persuade target customers to buy it. Companies who know the importance spend millions on advertising each year to tell consumers about the company and its products.
The project therefore showed the role of communication in promotional programme in the area of stimulating and creating the awareness of the ultimate consumers.
Motivating factors play a vital role in the successful implementation of promotions programme because the middleman who form the chain of distribution have to be motivated to enable them play their part well in the process.
The issue of motivation is also applied to company’s staff particularly those who are to be directed involved, such as marketing department, sales department and research are into it. It is in this regard that the author occupied himself in carrying out an appraisal whether it is worthwhile to embark on promotional programme or not.
In recognition of the role of promotional strategy can play in companies to boost sales, companies obviously informed by depressed consumer demand, thrive by promising glittering prizes and month-watering gifts to some lucky winners.
Experience has also shown that such promotional methods can serve the critical purpose of enhancing the overall tempo of economic activity in the country.
