SALES PROMOTION AND MARKETING PERFORMANCE OF CHAMPION BREWERIES PLC UYO, AKWA IBOM STATE

The study examined the effect of sales promotion on marketing performance of Champion Breweries, Uyo, Akwa Ibom State. This research explores how promotional tools such as premium offer, free sample and coupon influence customer purchasing behaviour and overall sales performance. Champion Breweries Uyo is facing several challenges that affect its marketing performance such as the need to increase its free float to meet the Nigeria Exchange Limited’s Requirement, high promotional costs, market competition and inadequate sales promotion. Therefore its needs effective and aggressive promotional strategies to enhance its marketing performance and stay competitive in the market. Survey research design was adopted for the study and data collection was obtained from both primary and secondary sources. The population of the study was estimated at 330 (customers and staff) at of which the sample size of 181 respondents was drawn using simple random sampling techniques (Taro Yamane, 1973) formula. Regression analysis was used to test the stated hypotheses. The findings reveals that sales promotional strategies such as premium offer, coupon and free sample have a significant and positive effect on marketing performance of Champion Breweries in Uyo, Akwa Ibom State. Based on the findings of this study, the following recommendations were made, Champion Breweries should use premium offer strategically to ensure its effectiveness, Champion Breweries should give proper attention to the use of coupon to increase demand for a particular offer. Champion Breweries should invest in free sample in other to attract new leads or customers to significantly impact their marketing performance.