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MARKETING

MARKETING STRATEGY IN TERMS OF PROMOTION AND COMMUNICATION FOR ENERGY DRINKS IN GHANA. CASE COMPANY: SINEBRYCHOFF BREWERY

Business Economics and Tourism 2009

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FOREWORD
It has been a great opportunity for me to research this interesting and demanding topic on the appropriate and right promotion and communication variables in the Ghanaian energy drink market. These commended promotion and communication variables will help Sinebrychoff Oy to evaluate their opportunities of doing business in Ghana. It has been a great experience for me to relate my academic knowledge in exploring and establishing facts about the practicalities involved in the promotion and communication strategies of energy drinks in Ghana. There is no doubt that this research study will serve as a platform for future research studies. The challenges encountered through the process of this research study will also serve as a guide for my future research decisions.

I would like to express my gratitude to the many individuals who made this research study a reality. I would like to thank Mr. Jukka Leskinen from Sinebrychoff Oy, Mr. Kristian Ylinen and Mr. Vesa Jaakkola from CYRR Group Ltd for giving me this opportunity. Special thanks to my supervisor Mrs. NahanSuomela Rosmeriany for her continued support, suggestions, understanding and guidance through this process of this research. Many thanks also go to Charles Abugre, the Mwaawaaru family and the Suojala family for their great support.

This research study would not have being possible without the help and contribution from the Ghana Ministry of Trade and Finance- Domestic Trade Department, Joseph Kojo Akoto, Joseph Faalong and Louis Kuukpen.

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ABSTRACT
VAASAN AMMATTIKORKEAKOULU VAASA UNIVERSITY OF APPLIED SCIENCE Degree Programme in International Business
Author Title Mwaawaaru Laaru Sarah Marketing Strategy in Terms of Promotion and Communication for Energy Drinks in Ghana. Case Company: Sinebrychoff Brewery.


References: Virtual Publications Borgatti P.Stephen. 1996-1998. Elements of Research. Cited 27- August 2009 Diabetes.co.uk Dr. Cano Virginia. 2000. Reliability and Validity in Qualitative Research. Cited 14-September 2009 Forbes Video Network. Dietrich Mateschitz: Red Bull’s Buzz Cited 7-August 2009 Ghana Today News Ghana News. 2009. Food and Drugs Board to withdraw substandard energy drinks. Cited 13-October 2009. Radhakrishna B. Rama. Yoder P. Edgar. Ewing C. John. 2007. Strategies for Linking Theoretical Framework and Research Types. Cited 22-July 2009 86 Seidel John.1998. Qualitative Data Analysis. Cited 5-October 2009 Sinebrychoff Oy, 2009 The BrandStop. 2009. Cited 24-August 2009 Wireless Federation
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