CHAPTER ONE
According to and Kirk Patrick (1982). promotion is an important element in marking mix of most firms and it is not important in others for soft drink manufactures, whose products, price and distribution channels are very similar to those of competitors seller of can juices and sweet flavored drinks in includes the members of great many of differentiating their products in the minds of the consumers.
Many industries lay emphasis and attention on promotion than other marketing mix to create effective awareness and it enhance purchase because, promotion gives the description of product to the end users and target market.
However, in the promotional activities, the industry get chance to communicate effectively with potential customer to beat the drum its products.
The promotions are used to disseminating information or communicating with the target audience. They include various forms of advertising, packaging, sales presentation and demonstration, point if purchase displays, sales (literature, films) and incentive tools (coupons contest, trading stamps, premium) and publicity programs. Historically, industries first made separate functions out of personal selling later out of advertising them, out of sales promo tools and ultimately out publicity. The four major promotions.
The soft drink environment is bedeviled numerous structural and promotional problems from past decades, these problems includes the following;
Also the cost of conducting sales promotion should not be too much to avoid running at a loss
Many people do not know what sales promotion means to entail. Others cannot even differentiate one promo tool from another. Bottlers have failed to create in the mind if customers the impression that they are getting something for nothing, also the purpose of sales promotion, when conducting it, is not well communicated to people in certain towns.
There have been assertions that sales promotion, as an element of promotional mix, has been helping soft drinks bottler effectively. This study tends to correct this impression. The objectives of this research include the following
1.3 RESEARCH QUESTIONS
The motive behind the industry (soft drinks) is continued used of sales promotion provide the major issues of discussion which supply answers to such questions.
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