Increasing market share through sales promotions

By

ACKNOWLEDGEMENT

I would first like to express my gratitude for my research supervisor, colleagues, and friends and family whose immense and constant support has been a source of continuous guidance and inspiration.

DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

Signature:

Dated:

ABSTRACT

In the following proposed research study, we will illustrate and demonstrate the various techniques of sales promotions and how it can help the mountain dew bottle company in increasing their market share as compared to the rivals. The main focus of the research study is to analyze the concepts of market share and sales promotion and their significance in the business organization. The research study will also examine the promotional mix and the various techniques of sales promotion which can be incorporated in the mountain dew bottle company to enhance their sales volume and market share. The research has adopted mixed methodology for the purpose of data collection and its analysis. In the end the research study also provides adequate recommendations and suggestions for future research and also provides implications for the study.

Table of contents

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 01: INTRODUCTION1

1.1Outline of the study1

1.2Statement of hypothesis1

1.3Background of the study2

1.4Rationale of the study3

1.5Research aims and objectives4

1.6Research questions5

1.7Limitation of the study5

1.8Time scale6

Gantt chart7

CHAPTER 02: LITERATURE REVIEW8

2.1Market share8

2.2Significance of market share10

2.3Types of market share11

2.3.1Market leader11

2.3.2Market challenger12

2.3.3Market follower12

2.3.4Market niche13

2.4Strategies to increase market share13

2.4.1Sell more to current customers14

2.4.2Retain former customers14

2.4.3Use various marketing channels15

2.4.5Target new market segment15

2.4.6Diversify15

2.5Promotional mix16

2.6Elements of promotion mix17

2.6.1Advertising17

2.4.5Personal selling18

2.4.6Public relations18

2.6.4Direct marketing19

2.6.5Sales promotion20

2.7Importance of sales promotions20

2.8Types of sales promotion21

2.6.4Coupons21

2.6.4Premiums22

2.6.4Price off22

2.8.4Trade shows22

2.9Increasing market share through sales promotion23

CHAPTER 03: METHODOLOGY24

3.1Overview of qualitative and quantitative research methods25

3.2Overview of mixed method approach26

3.3Research design27

3.4Benefits of mixed research methods28

3.5Steps in mixed method research design29

3.6Research method30

3.7Sampling31

3.8Data analysis32

3.9Qualitative data analysis32

3.10Quantitative data analysis32

3.11Literature search33

3.12Informed consent33

3.13Confidentiality34

3.14Validity34

3.15Reliability35

3.16Ethical consideration36

CHAPTER 04: DISCUSSION AND ANALYSIS38

4.1Interview analysis39

4.2 Proof of hypothesis53

4.2.1First hypothesis53

4.2.2Second hypothesis53

4.3First Hypothesis testing53

4.4Second hypothesis testing56

4.5Findings of primary data59

4.6Findings of secondary data60

CHAPTER 05: CONCLUSION63

5.1Findings64

5.2Managerial implications65

5.3Future aspects66

REFERENCES67

APPENDIX73

CHAPTER 01: INTRODUCTION

Outline of the study

The following draft of dissertation is based on the topic “Increasing Market Share through Sales Promotion: A Case Study of Mountain Dew Drink Bottling Company Minna, Nigeria”. The first chapter of the dissertation will illustrate and give details on the introduction of the topic. The first chapter of the thesis will also provide the aims and objectives and background of the study. The second chapter of the thesis will provide detailed review of the previous studies and the literature. The literature review will emphasize and explain the previous research studies conducted in the specific field. The chapter of literature review will provide precise and accurate information case study based on mountain dew drinking bottle and how it increased it market share through sales promotion. The third chapter of the dissertation will explain and examine the methodology of the proposed research study. The fourth chapter of thesis will ...