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IMPLEMENTING SALES PROMOTION AND ADVERTISING STRATEGIES IN AN ORGANIZATION (CASE STUDY OF GUINNESS NIG PLC)

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ABSTRACT

This research is on the implementation of sales promotion and advertising strategies in an organization a particular reference as a case study of Guinness Nig Plc.

The work of this research is to identify the ways of implementing sales promotions and advertising strategies in an organization like Guinness company/Brewery, which is a production and marketing company.

The research also was done in order to determine the importance of sales promotion in an organization. To determine whether the use of Agencies in running sales promotion in a big organization like Guinness is better of than creating a new department under sales department inside the company, to be in change of running promotion.

The research also verify whether lack of Auditing and supervising of sales promotion affects the development of the organization either internally or externally. To state advertisement strategies and their advantages.

The methodology in the research study, the researcher employed his research designed as followed, primary. Questionnaire and interview and observation techniques wear used for data collection.

CHAPTER ONE

1.0 Introduction

The implementation of promotion and Advertising in an organization has been the major strategy to beat competitors in marketing industry

1.1 Background of the Study

Sale promotion and Advertisement plays an important role in promoting sales creating awareness motivating consumers and teaching and Advertisement is very important to an organization like Guinness Nigeria plc sales promotion helps the company to always meet the sales target for a period. Sales promotion for a particular period sales promotion also help the company to be selling more of a particular product that was rivals more than the competitors sales promotion also help to product to derive lot of consumers.

Advertising plays a very important role to the company by creating awareness of the various product produced by the company to the public Advertising helps to create reputation for service, reality or research strength.

1.1.1 Historical Background of the Study

Guinness Nigeria plc 13 a foremost brewing company and leader in the manufacturing sector of the economy from little beginning. Through trade important distribution in 1940s and 1950s the company built its first brewery in likely in 1962 to satisfy to astronomical demand for its product significantly the brewery was the very first our of the British sales and indeed the brewery was the very first out of the British sales and indeed the third Guinness brewery in the world.

The encouraging sales volumes of those early years stretched the in staved capacity of the brewery and prompted an expansion schemes that doubled it by 1970 the company later built another.

Brewery in Benin is 1974 to produce Harp larger beer and the facility was expanded to account date a second stout brewery commissioned 1978.

A third Guinness brewery was built in Ogba 1982 to brew Harp larger this to was expanded to include Guinness stout and is reputed one of the most modern and Guinness stout and is reputed. One of the most modern and technological driven brewery in Africa in order to me

Increase capacity to meat the growing demand for its product the company in 2004 commissioned another brewery has given Guinness a strong presence in the eastern part of the country.

Today Guinness Portfolio includes academe market leaders such as flagship brand Guinness foreign stout F E S Malta Guinness, Harp larger Gordon spark, Smirnoff ice and Satzenbrau.

Ownership to the company is 466 Nigeria and 54 foreign. The share capital is about 1,180 million shares of 50k each. Guinness is Member Company of diageo plc, the worlds leading premium drink brewery with an outstanding collection of beverages and alcoholic brands a cross sprits, wine, and bear categories such as Johnnie Walker, Swinorft e.t.c.

Diuger is a global company, trading in over 180 markets around the world.

Guinness Nig Plc implements their sales promotion and advertising strategies through the sales and marketing team nation wide. Currently, they use agencies to run their sales promotion and marketing team makes sure the advertising is properly implemented.

1.2 Statement of Problem

Some marketing countries in Nigeria do no efficiently implement sales promotion and advertisement strategies in their organization. Therefore this research work will attempt to determine marketing companies in Nigeria implement sales promotion and advertising strategies in their organization, using Guinness Nig plc as a case study.

1.3 Purpose of the Study

i To determine how the manager implement sales promotion and advertising strategies in the organization.

ii To find out the problem the organizations have in implementing sales promotion and advertising strategies in their organization.

iii To find out if implementing sales promotion and advertising strategies that increases organizational sales and profit.

iv To determine if implementation of sales promotion and advertising strategies leads to market effectiveness.

v. To know the advertising and sale promotion they implement in their organization

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