Literature Review
CHINHOYI UNIVERSITY OF TECHNOLOGY
NAME: NDARAIRWA MAXWELL REGISTRATION NUMBER: C13120992U
PROGRAMME: MASTER OF SCIENCE IN STRATEGIC MANAGEMENT
COURSE: RESEARCH METHODS LEVEL: 1.1
LECTURER: DR MAMIMINE
ASSIGNMENT 1 Conduct a five page Literature Review on the following topic “Sales promotion and Organisational Effectiveness in the beverage industry in Zimbabwe”
Objectives of the research study
To see how much the promotional activities are successful in popularising the Coca Cola and pulling the consumers towards the company.
To compare the effectiveness of Coca Cola promotional activities with other beverage companies in Zimbabwe.
To see that whether the final consumer of Coca Cola and intermediaries are getting proper benefits from sales promotion activities or not.
To suggest measures to further improve the promotional activities of Coca Cola and make it more competitive.
To find out if sales promotion techniques to be adopted at a given time affect the company’s sales volume and also to look at the effect of sales promotion on organisational l performance.
LITERATURE REVIEW
According to Philipp Kotler (2011-2013) sales promotion is any initiative by an organisation to promote an increase in sales, usage or trial of a product. He added that sales promotion includes incentive offering and interest creating activities which are generally short term marketing events other than advertsing,personal selling, publicity and direct marketing.Kotler identified the function of sales promotion as to stimulate, motivate and influence the purchase and other desired behavioural response of the firm’s customers.
Writing about sales promotion tools,Prof Phillip Kotler observes sales promotion having these three distinctive
NAME: NDARAIRWA MAXWELL REGISTRATION NUMBER: C13120992U
PROGRAMME: MASTER OF SCIENCE IN STRATEGIC MANAGEMENT
COURSE: RESEARCH METHODS LEVEL: 1.1
LECTURER: DR MAMIMINE
ASSIGNMENT 1 Conduct a five page Literature Review on the following topic “Sales promotion and Organisational Effectiveness in the beverage industry in Zimbabwe”
Objectives of the research study
To see how much the promotional activities are successful in popularising the Coca Cola and pulling the consumers towards the company.
To compare the effectiveness of Coca Cola promotional activities with other beverage companies in Zimbabwe.
To see that whether the final consumer of Coca Cola and intermediaries are getting proper benefits from sales promotion activities or not.
To suggest measures to further improve the promotional activities of Coca Cola and make it more competitive.
To find out if sales promotion techniques to be adopted at a given time affect the company’s sales volume and also to look at the effect of sales promotion on organisational l performance.
LITERATURE REVIEW
According to Philipp Kotler (2011-2013) sales promotion is any initiative by an organisation to promote an increase in sales, usage or trial of a product. He added that sales promotion includes incentive offering and interest creating activities which are generally short term marketing events other than advertsing,personal selling, publicity and direct marketing.Kotler identified the function of sales promotion as to stimulate, motivate and influence the purchase and other desired behavioural response of the firm’s customers.
Writing about sales promotion tools,Prof Phillip Kotler observes sales promotion having these three distinctive