Money Udih, PhD

Odiwo, Williams Omokhudu, PhD

Abstract

The research seeks to ascertain the effect of promotion strategy on company performance in Guinness Nigeria Plc, Benin City. Guinness Nigeria plc uses promotional strategies, which include advertising, personal selling, sales promotion, publicity and public relations, in some cases promotional tools or strategies perform several functions in the business organization. The use of the appropriate promotional strategy becomes inevitable in Guinness Nigeria plc. In an attempt to carry out the study effectively, the following statistical techniques: the percentage, frequency distribution tables and the chi-square statistical tools was used for this study. Promotion strategy has positive significant effect on the performance of Guinness Nigeria Plc, Benin City There should be adequate provision of funds. The organization should engage more in market research and should put in more effect to train their sales executives. They should improve on advertising and other sales promotional mixes. The issue of transportation and distributional facilities should be improved. Lastly, there should be provision for telecommunication sectors

   

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Published: 2024

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Articles

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