Increasing market share through sales promotions: A Case Study of Mountain Dew Drink Bottling Company Minna, Nigeria

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Table of contents

CHAPTER 01: INTRODUCTION3

1.1Outline of the study3

1.2Background of the study3

1.3Rationale of the study4

1.4Research aims and objectives5

1.5Research questions6

1.6Limitation of the study6

1.7Time scale7

CHAPTER 02: LITERATURE REVIEW8

2.1Market share8

2.2Significance of market share9

2.3Tools to increase market share10

2.4Sales promotion11

2.5Significance of sales promotion11

2.5Increasing market share through sales promotion12

References15

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 analyze and examine the findings which have been drawn from literature review and discussion. The fifth chapter will be the final chapter and will provide conclusions.

Background of the study

As mentioned in many studies conducted before, the market share or industry total share as defined as the income which is earned by any specific company over a certain time period. On the other hand, sales promotion is considered a significant part of the promotion mix. Sales promotion can be directed towards the potential customers, sales staff and the members of the distribution channels. Sales promotions which are specially targeted at the customers are called consumer sales promotion.

Many studies have revealed that sales promotions have their own specific position in marketing even though they tend to inculcate a higher degree of price sensitivity among the potential customers. Many studies have also stated that during the development of new products in highly competitive markets, when companies require familiarizing and making their products recognize among consumers, sales promotions is considered a highly effective tool. Moreover in established competitive markets where increase in market share is dependent on the increased share, sales promotion is adopted as an effective method to increase the volume of sales.

As far as the case study is concerned the bottle company is facing issues which require the management to adopt sales promotion to increase the market share. The primary challenge of the organization is to manage their distribution channels to increase volume. The case study has revealed that many sales person are resigning which is causing low turnover in the production processes (Tseng, 2006, pp 14)

Rationale of the study

The case study has highlighted the case of mountain dew and its decreasing sales in the market ...