ABSTRACT
The study sought to investigate problems being encountered in promotional efforts by
East African Breweries. This was carried out with the following objectives:- to determine
the main contributing factors to low response to the promotions being used by EAB Ltd,
and to measure of the impact and reach ofEAB promotions.
Questionnaires were structured and administered to a sample size of five sales force
executives (managers), five sales representatives/employees and forty consumers. The
questionnaires were filled and data collected. The reason why the population was divided
into sub groups was to enable inference to be carried out.
After collection of data, from the questionnaires and analysis of the completed
questionnaires was made and there after conclusions and recommendations were made
which were meant to resolve the problems EAB is facing in execution of their
promotional efforts. Recommendations made were: EAB should always monitor,
evaluate and control promotional programs, have tentative budget allocation to
promotional effort, use integrated promotional efforts, select correct target market, select
correct airing time and finally create and maintain marketing mix that satisfies the market
needs of their products.
If all these recommendation would be put in serious practice then the problems being encountered by EAB will come to an end.
P.MNDASHA, M (2021). Promotional Activities And Sales Performance (A Case Study Of East African Breweries Limited). Afribary. Retrieved from https://track.afribary.com/works/promotional-activities-and-sales-performance-a-case-study-of-east-african-breweries-limited
P.MNDASHA, MICHAEL "Promotional Activities And Sales Performance (A Case Study Of East African Breweries Limited)" Afribary. Afribary, 03 Jun. 2021, https://track.afribary.com/works/promotional-activities-and-sales-performance-a-case-study-of-east-african-breweries-limited. Accessed 30 Nov. 2024.
P.MNDASHA, MICHAEL . "Promotional Activities And Sales Performance (A Case Study Of East African Breweries Limited)". Afribary, Afribary, 03 Jun. 2021. Web. 30 Nov. 2024. < https://track.afribary.com/works/promotional-activities-and-sales-performance-a-case-study-of-east-african-breweries-limited >.
P.MNDASHA, MICHAEL . "Promotional Activities And Sales Performance (A Case Study Of East African Breweries Limited)" Afribary (2021). Accessed November 30, 2024. https://track.afribary.com/works/promotional-activities-and-sales-performance-a-case-study-of-east-african-breweries-limited