Directions:

 Check and come up with your agreement on Identified

focus of your research variables and add some more ,
 Edit your literature review based on the variables
specified (make it relevant , don’t make it bulky)
 Design a questionnaire taking in to account the
organization (for contextualization) and the respondents
who will participate in the study;
 Think of your respondents (SUBJECT) and sampling
design while you work on the questionnaire
 Develop chapter one based on the University’s guidelines

Objectives of the study

General Objective

The aim of this study is to evaluate the sales promotion practice of Amaga Pharmaceutical
PLC.

Specific Objective

Specifically, this study attempt to;

 assess the of sales promotion practice in relation to;

 objective
 type
 tools
 Etc.

 Identify the challenges faced to implement sales promotion.

 assess possible solutions to overcome the challenge

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 ASSESSMENT OF SALES PROMOTION PRACTICE IN CASE OF AMAGA
PHARMACEUTICAL PLC

CHAPTER ONE

INTRODUCTION

Promotion is the marketing function concerned with persuasively communicating to target

audience. Promotion is one of the marketing mix elements and term used frequently in
marketing. These elements are personal selling, advertising, sales promotion, direct marketing
and publicity.

There are different types of promotional mixes such as personal selling, sponsor, sales
promotion, publicity and direct marketing etc. Whenever a market increase the value of its
products by offering extra incentive to purchase a brand or product it is creating sales promotion.
Sales promotion is an activity or material offer customers, sale personnel, add value to or
incentives for a product, might take in the coupons, sweep takes and refund or display.

Statement of the problem

Sales promotion is a short term incentives to encourage the purchase or sales of product. Sales
promotion as a demand stimulating devise designed to supplement advertising and facilitate
personal selling.Sales promotion conducted by producer, middlemen and ultimate consumer.
Salespromotions are help to attract new customer, to encourage greater use by existing customer,
to increase impulse buying and to get greater retailer cooperation. The purpose of this study is to
assess sales promotion practice in Amaga Pharmaceutical PLC.

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Research Question

In order to achieve the objective of the study the following basic question are formulated.

- What are the type of sales promotion used by the company?

- How to assess sales promotion tools ofAmaga Pharmaceutical PLC?

- What are the challenges faced during sales promotion programs?

- What are the possible solutions for the problem identified from the analysis?

Objectives of the study

General objective

The aim of this study is to evaluate the sales promotion practice of AmagaPharmaceutical
PLC.

Specific objective

Specifically, this study attempt to;

 assess the type of sales promotion used by the company.

 assessthe sales promotionpractice used in terms of the objective and promotional tools.

 Identify the challenges faced to implement sales promotion.

 assess possible solutions to overcome the challenge.

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 CHAPTER TWO
REVIEW OF THE RELATED LITERATURE

Sales promotion measurements

1. The objectives and purpose of sales promotion

Sales promotion tools promotion vary in their specific objective. Seller’s uses incentive type of
promotion to attract new tries to reword loyal customers and to increase the regular users of
occasional users. Objectives of sales promotion includes

-To announce new products

Encourage customers to buy a new product, complimentary samples may be dispersed, or money
and stock allowance can be awarded to business reserve and sell the product.

-To fascinate new consumers

New consumers can be fascinated by the allocation release of complimentary samples bonus,
contests and the same products.

-To encourage existing consumers to purchase more

Existing consumers can be encouraged to purchase more by knowing more about a commodity,
its elements and uses.

-To help the company stay competitive

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Sales promotion can be initiated to meet competitions amongst companies.

2.Tools for consumer promotion

Marketing manager must decide which consumer sales promotion device to use in a specific
campaignCoupons and rebated.

Coupons:A coupon is certificate that entitles consumer to an immediate price reduction when
they buy the product. Coupons such as 50% off, save 100 on purchase of 500, buy one get one
free are frequently used to attract customers towards the products of your brand. Rebates are
similar to coupons of they offer the purchase of purchase their word in not as immediate.

Premiums:Premium is an extra item offered to customer usually in exchange for some proof that
promoted product has been purchased.These low-cost items were given to customers at a
discount or for free to build loyalty and fascinate customers. Logo pens, key chains and coffee
mugs are typical examples of it.

Incentives: Incentives builds the customer’s excitement. Thus, marketers conduct contests,
lucky draws and provide rebates to their loyal customers to retain them with their product. This
also attracts the new customer group toward their product.

Product Samples: Providing samples of your new product with other famous products of your
company also increase the sales of your products. Sampling allow the customer a product risk
free sampling accomplished by direct mailing the sample focus to delivering the sample to
packaging the sample with another product or demonstrated sampling the product of retailers
force.

Sponsorship: This is what in which a company pays a fee to put their name and logo on a
physical site.

Product Placement: We have seen in many realities shows a mug having a logo of a particular
drink name is kept in front of celebrities, that is a product placement method of sales promotion
and this method brings recognition for their brand.

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Point- of- Purchase Displays: We see almost everywhere particular corner are made displaying
the products of a specific brand. They are usually placed in high traffic areas and encourages
impulse buying.

Tools for trade sales promotion

Whereas consumer promotion pull a product through the channel by creating demand trade
promotion push a product the rough the distribution channel trade sale promotion include the
following tools.

Trade allowance is price reduction offered by the manufacturers to intermediaries such as whole
seller and retailers.

Training sometimes manufacture will train an intermediately personnel if the product is rather
complex of frequently occurs in the computer and telecommunication industries.

Push money: intermediaries receive push money as a bonus for pushing the manufacturer brand
through the distribution channels.

Free merchandise occasionally for merchandise is used as payment for trade allow a once
normally provided the others sales promotion.

Store demonstration manufactures can also or rage with retailers to performance for
demonstration. Business meetings can venations and trade shows. Trade associations meeting
conferences and completion areas are important aspects of sales promotion and growing
mutilation market.

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