Promotional Strategies and Sales Performance of Beverage Companies in Uganda Case Study: Crown Beverages Limited

Abstract

The study examines the role of promotion strategies and sales performance of beverages companies in Uganda.

The objectives of the study of the study are: To establish the relationship between public relations and sales performance, to establish the relationship between advertising and sales performance, and to determine the relationship between personal selling and employee performance.

The study used a case study design and also adopted majorly quantitative approach for the study. The sample size was determined by the Krejcie and Moegan (1970) table which obtained a sample size of 44 respondents and closed ended questionnaires were used to collect data.

The findings show that there is a relationship between Public relations and sales performance due to increasing return on investment to the company,this allows the management staff to evaluate advertising and promotion strategies.The findings also reveal that advertising influences the sales performance of organizations in a number of ways which include; strengthening the brand image of the company’s products, facilitating differentiation of the company’s products from other companies in the industry, creating product demand among different customers. Further, personal selling has created a good relationship with the customers,it is an effective tool to customer education and approach in creating customer awareness. In conclusion, promotional strategies contribute greatly to the sales performance of beverage organizations.

This is evidenced through public relations and also personal selling which which are seen to improve sales performance of the organization. The study recommends that the management of the organization should open more distribution and sales points as well as appointing sales agents to all districts of the country to create awareness of the product so as establish a wide customer base and market share. The management should also focus on advertising thereby inject more of its resources because it plays a big role with making products well known to the market and thereby increases the customer base.

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