ABSTRACT
This study treats or focused on sales promotion as a panacea for improved sales. The Nigeria Bottling company experience. Using NBC plc 9th mile corners as a case in point.
The major problems investigated was to determine whether actually manufacturing companies derive benefits by engaging sales promotions and other business incentives.
The primary objectives of this study was to find out the extent through which sales promotion can be used to improve sales.
The review of other related literature which was necessary for this study was made.. out of a population of three hundred workers of NBC PLC one hundred and seventy one was chosen as the sample size. The sample size was determined using the Taro Yamani Formula.
Survey research method was used because of its reliability in generating results and analysis. The data for the study was collected through the use of questionnaire. Data were presented in tables while analysis were according to research questions, however, the major statistical tool for analysis include, simple percentage, mean score and bar chart.
From the analysis carried out, it was discovered that NBC PLC, Enugu benefits from engaging in sales promotion and other business incentives.
The finding also reveals that the level of response from the customers and consumers of NBC PLC sales promotion include; the size of promotion, the audience participation requirement, type of promotion and ease of getting the offer.
The researcher recommends that NBC PLC should engage in extra marketing strategy to stimulate consumer patronage and rate of turn over for its survive the present economic competition such as strategy is sales promotion.
