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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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
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.
Sales promotion, Monitoring, Evaluation