TMPACT OF PRODUCT PROMOTION ON SELLS OF BEVERAGES (A CASE STUDY OF SEVEN UP NIGERIAN BOTTLE COMPANY DEPOT)

ABSTRACT This work s divided into chapters, Chapter one introduaes the concept of promotion in general. It looked at the problerms that lead to the study being cared out, the objectives of the study and in addition the scope and limitation of the study. Chapter HO reveals past literature's on the concept of promotion. There the term prormotion was de med in its relationship to communication theory as discussed, it objectives, importance and the roles it played were all discUssed. The chapter also discussed the various types of product promotion induding; advertising, sales promotion, personal Selling and public relations were briefly discussed. Chapter three dealt with the research methodology where both primary and secondary methods of data collection and interpretation and results were disCussed. Chapter our in this research work dliscussed the presentation and analysİs data. Finally chapter five of this research which is the condusion chapter of this research gives summary of the research fin dings and after writing the condusion, recommendations were made to the management ofthe seven Up Plc which dearly indicate that Promotion does make impact on product sales level. This is why companies engage in various promotional activities sO as to increase sales volume of the company, However, the promotional stategies of 7Up Company makes a positive impact on the 7Up sales level at individual dealer's shops or stores. In act, great increases in 7Up are usually noticeable of the company. For example, the recent mega millions promotion organized by the Seven-Up resulted in abnormal/ increase in price of 7Up products in every part off Maiduguri Metropolitan. And when contacted for the reason behind the increase in price of 7Up drinks, over 8400 of the dealers lamented a sudden increase in demand a product simply because of the mega millions promotion that was introduced. Few students from Borno State University Maiduguri who Were interviewed revealed that a greater proportion of their pocket money has been 1770 based or the purchase of 7Up drinks with the obvious aim of winning the mega millon promotional offered by the Company.