The role of measurement and evaluation in the planning of sales promotion projects. A case study of GGB PLC sales promotions projects.
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Date
2021-07-06
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Abstract
Sales promotion has progressed over the period with development moving from mass
markets, portions to client reliability. This reliable change is expected to move to a time of
importance where client fascination, personalization and experience is foremost. The
growing managerial importance of sales promotion has generated a great deal of research
on how sales promotion and measurements affect profitability. This study generally sought
to assess the role of evaluation and measurement in the planning of sales promotion at
Guinness Ghana Breweries (GGB) PLC. The specific objectives include to; identify the
types of sales promotions used by GGB PLC, examine the current monitoring and
evaluation (M & E) practices adopted by GGB PLC in evaluating sales promotions
projects, explore the planning process of GGB PLC sales promotions projects, to determine
the relevance in developing effective GGB PLC sales promotions projects and examine key
measuring metrics of GGB PLC sales promotions. The study adopted a descriptive research
design. A sample size of 166 respondents was used to collect the primary data. Data
collected was coded and entered into SPSS version 22 for the analyses. The study found
that discount promotion strategy, Shelf-price discount sales strategy and sweepstakes sales
strategy are the major sales promotion strategy adopted by GGB PLC and that the planning
procedures and process were dully followed and it yielded good results. The study further
reveals that the process of M&E and sales promotions are very effective. The effectiveness of
measurement and evaluation of sales promotion projects were determined by using four
metrics: which were identified as the profits of the firm, sales volume of the company,
customer satisfaction, and achievement of goals. The study recommends that management
of GGB PLC should. fully explore the technology of Social media to entice consumers to
the Guinness brand to optimum sales
Description
A thesis submitted to the Department of Construction Technology and Management, Kwame Nkrumah University of Science and Technology, Kumasi in partial fulfillment of the requirement for the Award Degree of Master of Science in Project Management.
Keywords
Sales promotion, Monitoring, Evaluation