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Promotion Is An Important Element In Marking Mix Of Most Firms
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Promotion: - communicating information between seller and potential buyer to influence attribute and behavior.
Promotional mix: - they are set of devices or strategies used to achieve promotional objectives (advertising personal selling sales promotion and publicity).
Publicity:-it a non personal stimulation of demand for a product service or business unit by planting commercially significant news about it in a published medium to obtain favourable presentation of it through radio, television or stage that is not paid for by the consumers. Public relations:- the attempt by which information persuasion and adjustment to engineer public support of activity. Course, movement or institution.
Sales promotion:- promotional activities other than advertising personal selling and publicity that stimulate interest, trial purchase by final customers.
Strategy’s:- it lays down the broad principle by which a company hopes to achieve its objectives. The objectives of a company shows where it wants to be, strategy self forth the way to get there
Target market:- the market segments or groups with the market segment towards which all marketing activities are directed.
Trade show:- exhibitions where manufactures, dealer and buyers of the industry’s can get together or demonstration and discussion, expose new product, literatures and sample to customers
Trade stamps:- this consists of stamps given relation to the value purchase which may be redeemed by the consumers for merchandise or cash
1.8 HISTORICAL BACKGROUND OF SEVEN UP BOTTLING COMPANY
Seven up bottling company, plc, (SBC) was founded by a Lebanese in 1956 and on October 1st 1960, production of carbonated soft drink began at the first plant, then located at Ijora Lagos. On the 1st day of production, the companies sold a total of 24 crates of its product in other words, a total of 576 bottlers were sold. Although the number didn’t win the company any awards, it certainly was significant accomplishment of the company.
In order to create a favourable climate for the smooth operation, the company had to become involved with the community. SBC, plc was the first to introduce wreathing in Nigeria by sponsoring the late and great mike Bamidele who won a word little SBC, plc was involved in the first miss Nigeria beauty competition, which has continued to grew in size and importance over the years.
Till date the company sponsors many sporting and special activities amongst which are Pepsi football academy, Pepsi professional football league seven up premier basketball, Mirnda school programme since these are the other brands types of the company (Pepsi & Mirinda)
The company was quoted in the Nigeria stock exchange (NSE) and went public in 1984
The greatest period of growth for SBC plc. Began in the early 80’s with the inadan plant 1980, Ikeja a plant in 1981, the Kano plant in 1985 the Aba plant in 1989 the acquisition of john holt oft drinks with the Kaduna plant in 1989 Benin plant in 1992 and Enugu plant in 2002, making the total number of depts. Now to be 37 several deposit and dealers in all parts of the country. The present range product include seven up Pepsi Mirinda Orage, and the latest of it’s range of product is Mirinda, fruity, which was Launched in the year 2002 and then mountain dew in 2008.
Source: personnel and administrative department of seven bottling company plc. Ilorin plant
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