Coca Cola

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CHAPTER ONE

1.0 Introduction……………………………………………………………………13
1.1 Background of the study………………………………………………………..13
1.1.1 Profile of the company……………………………………………………….. 14
1.2 Statement of the problem…………………………………… ………………….15
1.3 Objective of the study……………………………………………………………15
1.3.1 General objective ………………………………………………………………16
1.3.2 Specific objective………………………………………………………………16
1.4 Research Questions………………………………………………………………16
1.5 Significance of the study…………………………………………………………17
1.6 limitation of the study…………………………………………………………….17
1.7 Scope of the study………………………………………………………………..18
1.8 Theoretical Framework…………………………………………………………18

CHAPTER TWO
2.0 Literature Review ………………………………………………………………20
2.1 Introduction ……………………………………………………………………20
2.2 Review of past studies…………………………………………………………..20
2.3 Critical Review…………………………………………………………………..30
2.4 Gaps in the study…………………………………………………………….32

CHAPTER THREE
3.0 Research design and methodology…………………………………………33
3.1 introduction …………………………………………………………………33
3.2 Design of the study …………………………………………………………..33
3.3 Target population……………………………………………………………33
3.4 Sampling design……………………………………………………………..34
3.5 Data collection ……………………………………………………………….34
3.6 Data analysis …………………………………………………………………35

CHAPTER FOUR
4.0 Data analysis and presentation………………………………………………36
4.1 Introduction…………………………………………………………………36.
4.2 Customer demographic characteristics………………………………………36
4.3 Retailer characteristics………………………………………………………40
4.4 product characteristics………………………………………………………42
4.5 Sales performance and sales promotional tools……………………………..43
4.6 Sales performance and outlet age……………………………………………44
4.7 sales performance and price……………………………………………………46

CHAPTER FIVE
5.0 Conclusions and recommendations……………………………………………47
5.1 Conclusions ……………………………………………………………………47
5.2 Recommendations………………………………………………………………48

References
Work plan
Budget
Questionnaires

List of Tables
Table 3.1 Target population………………………………………………….33
Table 3.2 sampling techniques…………………………………………………34 Table 4.1 – Consumers preference by occupation………………………………37 Table 4.2 – Results of the analysis of age as a factor in awareness, point of purchase and Coka Cola size………………………………………………………………38 Table 4.3 – Retailers Participation in sales promotion …………………………41 Table4.4 - Consumers’ responses………………………………………………43 Table 4.5 Effects of sales promotion and sales Performance……………………45

List of Figures

Figure 1.1 Theoretical Framework…………………………………………19
Figure 2.1 Kotler’s Model of communication (cim Study text, June 1999…..24 Figure 2.2 5ws model of communication (Belch& belch, 1993)……………25 Graph 4.1: Awareness of Sales promotion…………………………………40 Graph4. 2 – Changes on sales and age outlet………………………………47

ABBREVIATIONS

CCS………………………………………………………Current Coca Cola Sabco CIM…………………………………………………Chartered Institute of Marketing SSDs……………………………………Supermarkets and Strategic Sales Depots

ABSTRACT
Sales promotion refers to those marketing activities that stimulate the consumer purchasing and dealer effectiveness. Sales promotion has been on the increase in the recent past as a mode of promoting products and services I Kenya. This is clearly evident in the number of advertisement in the media in the form of contests. Most companies are known to increase their sales promotion activities during the festive seasons. Amid all this the developments and effectiveness of sales promotion in most organization is yet to be ascertained.

Undoubtedly, sales promotion is expensive in financial and time terms and it is critical to assess its effectiveness, in order to ascertain whether or not the organization should continue to using it. This paper identifies how variables such as time, human resource, substitute products, income, taste,...
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