Abstract
Modern business relies by and large to a great extent on sales promotion. In introducing and retaining a product or service, proponents of the product and service depend on sales and marketing promotions. It is against this backdrop that this study is borne to investigate the use of sales promotion as promotional strategy in the malt market in Nigeria using two malt drinks–Maltina and Malta Guinness as samples. The study investigated the effectiveness of sales promotion in the main market unit in the beverages industry in Nigeria. With 500 respondents and two Field managers in the two major malt producers in Nigeria, the study used survey method of data gathering using questionnaire and interview guide as instruments. It found out that sales promotion is an effective promotional tool for the introduction and retaining customers’ loyalty and awareness.
Highlights
IntroductionThe business world is facing a critical time. The 21st century appears to be unfriendly to businesses especially the FastMoving-Consumers-Goods Industry
As never before, the business world is facing a critical time
Organizations must be attuned to the incessant changes confronting the market. These realities in the market place thrust a burden of tough responsibilities on organizations to keep understudying the fluidity of consumer behaviour and other dynamics of the market [2]
Summary
The business world is facing a critical time. The 21st century appears to be unfriendly to businesses especially the FastMoving-Consumers-Goods Industry. These realities in the market place thrust a burden of tough responsibilities on organizations to keep understudying the fluidity of consumer behaviour and other dynamics of the market [2] This makes the business environment more competitive for brands, than ever before. Arising from the fact that the Nigerian market environment is not insulated from the grip of sales promotion in driving brand performance in the market place (from the telecommunication sector, banking and most especially to the consumer brands) the use of sale promotion has been on the increase. The malt market in Nigeria is littered with sales promotion campaigns and activities primarily geared to creating a strong platform for brand building and launching marketing offensive in brand competition This runs contrary to the conventional wisdom in brand marketing, worldwide. The rationale for the selection of this segment is premised on the fact that malt market has been considered to be one of the prominent playgrounds for massive and incessant deployment of sales promotion
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
