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Account Number: 0709546102

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Account Name: Emmanuel Idorenyin Samuel.



The Research study was conducted on “Sales Promotional Activities and Organizational Growth” in Champion Breweries Plc. One Research hypothesis was formulated to guide the study and thirteen (13) items questionnaires was administered on a sample of 80 staff of the company and 60 of them filed and returned the questionnaires. The objectives of this work include: highlight the impact of promotion on sales of Champion Breweries Plc product and to give an insight into difference ways of promotion and problems encountered in promotion. The data collected were subjected to simple percentages statistical treatment and tested through chi-square. The result of the analysis showed that there was great relationship between Sales Promotional Activities and Organizational Growth in Champion Breweries, that Champion Breweries used mostly aggressive technique of promotion and that Champion Breweries experience increase in sales after product promotion. Based on the findings of the study, it is recommended that the company should ensure regular participation in trade fairs, advertisement and the company should apply the result of scientific and technological revolution in its production process so as to compete favourably with other products of the same kind from other firm.







Content                                                           Pages

Title page  –       –       –       –       –       –       –       –       i

Certification/Approval Page  –       –       –       –       –       ii

Dedication –       –       –       –       –       –       –       –       iii

Acknowledgement      –       –       –       –       –       –       iv

Abstract     –       –       –       –       –       –       –       –       v

Table of Content         –       –       –       –       –       –       –   vi-viii



1.1    Introduction/Background of the Study   –       –       1-3

1.2    Statement of Problem  –       –       –       –       –       3-4

1.3    Objectives of the Study       –       –       –       –       –          5

1.4    Research Question      –       –       –       –       –          5

1.5    Statement of Hypothesis      –       –       –       –          6

1.6    Significance of the Study     –       –       –       –          6

1.7    Scope and Limitation of the Study –       –       –          7

1.8    Definition of terms      –       –       –       –       –          8

1.9    Organization of the Study    –       –       –       –       8-9





2.1    Marketing  –       –       –       –       –       –       –       10-13

2.2    The concept of promotion    –       –       –       –       13-16

2.3    Component of Promotion     –       –       –       –            16

2.3.1 Advertising –       –       –       –       –       –       –       16-19

2.3.2 Personal Selling  –       –       –       –       –       –       19-20

2.3.3 Sales Promotion  –       –       –       –       –       –       20-22

2.4    Promotional Objectives        –       –       –       –       –       22-23

2.5    The importance of Promotion on Product Sales-     23-24



3.1    Research Design –       –       –       –       –       –            25

3.2    Population of the Study       –       –       –       –       25-26

3.3    Sample and Sampling Techniques        –       –       –       26-27

3.4    Data collection Technique    –       –       –       –            27

3.5    Method of Data Analysis      –       –       –       –            28

3.6    Validity and Reliability  –       –       –       –       –       28-29



4.1    Introduction       –       –       –       –       –       –           30

4.2    Percentage Distribution of Questionnaire       –       –       30-40

4.3    Testing of Hypothesis  –       –       –       –       –       40-42

4.4    Summary of Major Findings –       –       –       –       42-43



5.1    Summary   –       –       –       –       –       –       –       44-45

5.2    Conclusion –       –       –       –       –       –       –            46

5.3    Recommendation        –       –       –       –       –       –            47

5.4    References













                      CHAPTER ONE




Sales promotion is one of the seven aspects of the promotional mix (the other six parts of the promotional mix are advertising, personal selling, corporate direct marketing, publicity/public relations, image and exhibition). Media and non- media and communication are employed for pre-determined limited time to increase consumer’s demands, stimulate market demand or improve product availability. Examples include contest, coupons, freebies, loss leaders, point of purchase display, premiums, prices, product samples and rebates.

Sales promotion can be directed at eitherthe customers, sales staff or distribution channels members (such as retailers) sales promotion target at the consumers are called consumer sales promotion. Sales promotion  targeted at retailers and wholesalers  are called trade sale promotion some sales promotion particularly one with unusual method, are considered gimmicks by many.

Sales promotion includes several communication activities that attempt to provide added value of interview to consumers, wholesalers, retailers, organizational consumer to stimulate immediate sales these efforts can attempt to stimulate products interest trial or purchase.

Promotion strategies are concerned with the planning, implementation and control of persuasive communication with customers. These strategies may be advertising, personal selling etc, the strategies involve how money may be spent on the promotion of the specific product in the market, the distribution of the total promotional budget among advertising, personal selling and sales promotion, the objectives and the sharp focus on the effective promotional programme merely undertaking and advertising campaign in hiring a few sales people to call on customer may not suffice. Rather an integrated communication plan considering of various promotion method, should be designed to ensure that costumer in a products market cluster get the right massage and maintain a long-term cordial relationship with the firm. Besides, promotional perspectives must also be properly marched with the product, price and distribution perspective.

Breweries industry has many firms which produce difference products, the product of the breweries include stout, malt, beer, minerals and other bottled drinks of these, the most competing ones are mineral, malt drinks and beer.

Champion Breweries Plc, Uyo is a production company situated at industrial layout Aka Offot, Uyo. It produces  Champion Beer, Champion Malt and Amstel Malt. Before now, Becks lager which the company was given franchise to produce as an international product was dropped. The company needs intensive and aggressive promotion in the field of advertising and personal selling if it is so as to remain the leader in the brewing industry.



The marketing mix is composed of four element, products, price, place, and promotion. These are called 4 PS of marketing the market employed several techniques to determine each of the 4 Ps.

The products to be manufactured is to determine by the studying costumer preferences, taste and demand.The volume to be produced and the mode of production have to be researched as well.The price of the products has to be fit into the target market. The customer will be willing to pay only if the price lures him or her and there are benefits of choosing over the competitor’s products.

The basic purpose of promotion is to communicate with individuals, groups or organization to directly or indirectly facilitate exchange by influencing one or more of the audience to accept an organization’s product.

Where there is no communication, no one will know that a product is available. The product of Champion Breweries Plc. Uyo are not well known across the country and as such buyers go to the ones they have adequate information on.

Since the aim and objective of a company like Champion Breweries is to produce for profit making, inadequate information on its products.

This invariably affects the company adversely as product sales are not high and this has become a problem to the operation of the company. It therefore needs, it needs an aggressive promotion strategy to stay in business.


The objectives of the study are:

  • To highlight the impact of promotion on sales of Champion Breweries Plc product
  • To give an insight into different ways of promotion and problems encountered in promotion.
  • To explore techniques by which the company can improve it market coverage.
  • To investigate how promotions can increase sales volume of a product and profit.


(1)    Does promotion and sales has any impact on product sales in Champion Breweries Plc?

(2)    What type of promotion techniques does champion breweries employ to promote its products?

(3)    Does the company experience increase in product sales after product promotion?


Ho:   There is no significance relationship between sales promotion and organizational growth.


H1:   There is a significance relationship between sales promotion and organizational growth.


The study of this magnitude is not without significance; otherwise the purpose for the study will be defeated.

This research work will contribute tremendously to the knowledge of the impact of promotion on product sales in any organization.

It is also believed that the findings of the study will highlight areas where improvement are necessary in promotional sales.

The study will quicken the rate of planning and decision making with regards to promotional sales

This study will provide reference material for other researchers who may want to carry out research of this nature.


The focus of this study is on “the sales promotional activities and organizational growth. The study will be limited to Champion Breweries Plc, Uyo as its case study. Just like every other research work, many problems were encountered in the course of this research. But the most exciting thing is that upon these problem encountered, the study was completed. One problem is the fact that the generalization might be difficult. Time constraint was the most limited factor to this study because conducting a research is time consuming to combine with class work was not an easy task, it was tedious. Worthy to mention are also the problem of financial constraints and transportation cost with the current transport fares. This project work involved going from one place to another to collect data and source for information as well. Irrespective of all problems encountered, the study was completed by the special grace of God.


Goals:      According to Read (1964), goal is defined as a point toward which effort or movement is directed.

Marketing: McCarthy (1984), defines marketing as a social process which direct an economics flows of goods and services from the producers to consumers in a way which effectively match supply and demand and accomplishes the objectives of society.

Promotion:      This is the co-ordination of all sellers- initiated efforts to set up channels of information and persuasion to facilitate the sales of goods and services or the acceptance of idea.

Target Market: Pride (1985), defined target market as a group of persons whom a firm create and maintains.


This work is organized into five chapters as follows: in chapter one, attempt are made to present a general introduction to the study and laying out the research state-of-art. The statement of the problems which animated this work is stated, and attempt made to show some justification for, or significance of the study. The objective/purpose which this work seeks its depth and extensity, also included research question, hypothesis, significance of the study, scope and limitation of the study. Finally, this portion defines definition of concepts and organization of the study. Chapter two focuses mainly on review of the related literature. Chapter three highlights methodological issues to include research design, population of the study, sampling techniques and instrument for data collection. Other sub – topic in chapter three includes, method of data collection, method of data analysis and validation of research instrument. The main focuses of chapter five is on analysis of data collected from the field, work and testing of the research hypothesis. In the last chapter, the research findings are discussed, conclusion made, and the various policy implications are examined and summarized. Appropriate recommendations are made in the light of the new knowledge and experience gained in this study.




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