CHAPTER ONE

• INTRODUCTION

Recently, most companies have come to realize the importance of sales promotion, unlike before when organization, would only subject themselves to production to production without making any effort to sell them off. During the time of production, most companies kept on producing products with the hope of selling. To them, they through that as long as the products are available, customers or customers will definitely buy them. But recent findings have shown that amongst the other promotional tools we have in marketing, it is only sales promotion that quick sales are made, it means that the company is getting returns which will also lea to profitability in the organization. However, the two mostly, widely used promotional tools have advertising and personal selling. Sale promotion is designed to complement and improve on the efforts of advertising and personal selling; sales promotion is applied in both producer and consumer market. Since one organization may not be sale producer or sale seller a product , also since consumers or costumers taste an preference charges, promotional techniques like sales promotion should be adopted when the market is full of competition, the expression survival of the”  fittest applies and in other to survive the bottle neck, competition in the industry, most organization adopt different measure eg sales promotional strategies to attract and retain customers.

1.1 BACKGROUND OF THE STUDY

The word brewing is the process of producing beer from barely some 4000 years ago. Ancient beer head flat taste and lacked most of the constituents which impact among taste and foam. Beer is not drink for it sweetness because it is not sweet and this remain the fact.

The history of brewing industry in Nigeria dated back to the lies is an impact technology. The indigenous drink in Nigeria industries palm wine poto-kaikai, Kwange  Burukutu etc

Though still new in some quarter beer is gradually replacing these traditional drinks in celebrations such as marriage  birth ceremony funeral which  were not often celebrate  in the past the only way these  indigenous drinks were  promoted in the  past was the tasting  method. Consumers then were allowed  to taste  various palm wine to the market by different producers and sellers, it serves as a means which determines consumer’s patronage decision  this is because  palm wine  and  burukutu were generic  not until recently that they were being branded. Bottle beer was first marketed in Nigerian by Nigeria breweries  limited (NB) Nigeria breweries limited in 1949 this market the beginning  of a buoyant industry that the present  markets about six (6) brands of acholO and non –alcohol  brewages.

Today, social norms as they related to the sue of alcohols in ceremonies has changed and beer is now used instead in some cases they are exclusive used while in others for examples social chills a particular brand may be favoured by the established norms the beer brewed by more than 27 breweries in some rural areas in Nigeria are highly valued than its drinks and often used as a form for mediation. Nonetheless, not every consumer, prefer beer to palm-wine into other alcoholic beverage neither do consumers accept all brands. In view of this breweries producers different brands if beer in the country in spite of the fact that consumers do not accept all brands.

The  expression, the survival of the fittest, described the situation in order to survive  this bottle  neck competitions  industry the breweries  adopts different measures and uses promotional  strategies to attract and retain customers.

In positive response  to needs of attracting and retaining  customers, Nigeria  breweries  Plc Aba makers  of star beer guider  maltina etc  has  embarked  on many sales promotional  activities  and strategies that are scarcely  funded and founded  in other  breweries  in Nigeria  today.

This has a lot of impact on customers patronage of the profit of the competitive because   they are in line with selling’s and the community sees its benefit and it is bound to patronizing particular company.

• THE STATEMENT OF PROBLEM

The  current  economic  recession  paralyzed  almost   all business  activities  in Nigeria and breweries  as an industry is in no exception  the emergences of energy gave  rise to breweries   and the  resulting proliferation of many other types  of beer given rise to competitive  this competitive involves therefore  efforts to used different  sales promotion activities in  attracting and retaining customers  it is based in the background  that the researcher  want to consider those sales promotional activities that the company can  use in order to achieve increases  in profit  of the organization the study therefore aims  at diagnosing different  situations that can attract  sales  promotion  activities  that the company  can use to salvage  the situation  in addition  to offering the product which sales promotion  should cover during the promotional period.

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