Promotional activities and sales performance (a case study of East African Breweries Limited)

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Kampala International University, College of Education, Open and Distance Learning
The study sought to investigate problems being encountered in promotional efforts by East African Breweries. This was carried out with the following objectives:- to determine the main contributing factors to low response to the promotions being used by EAB Ltd, and to measure of the impact and reach of EAB promotions. Questionnaires were structured and administered to a sample size of five sales force executives (managers), five sales representatives/employees and forty consumers. The questionnaires were filled and data collected. The reason why the population was divided into sub groups was to enable inference to be carried out. After collection of data, from the questionnaires and analysis of the completed questionnaires was made and there after conclusions and recommendations were made which were meant to resolve the problems EAB is facing in execution of their promotional efforts. Recommendations made were: EAB should always monitor, evaluate and control promotional programs, have tentative budget allocation to promotional effort, use integrated promotional efforts, select correct target market, select correct airing time and finally create and maintain marketing mix that satisfies the market needs of their products. If all these recommendation would be put in serious practice then the problems being encountered by EAB will come to an end.
A Research Project Presented in Partial Fulfillment of the Requirements for the Award of Bachelor in International Business Administration of Kampala International University
Promotional activities, sales performance, East African Breweries Limited