Promotional Activities And Sales Performance (A Case Study Of East African Breweries Limited)

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.