The paper “ Investigating the Impact of Sales Promotion on Brand Perception in Soft Drink Industry" is a breathtaking version of a research paper on marketing. The success and growth of any business mainly depend on which strategy the company employs in advertising its goods and services to the customers. Most companies use various forms of promotion as a way to market their products and services to their customers. The recent report released by (Economic Times, August 13, 2003) indicates that there has been an increase in the amount of money being used by Soft Drink Companies to promote their products to the customers.
Furthermore, the report indicates that the increase in promotion expenditure ranges from 150 to 200 percent in the years 2002 and 2004. For instance, in 2004, the coca-cola company alone developed more than 1500 promotion schemes at a cost of more than $50,000 (Dang et. al, 2005). Coca-cola Company mostly recognized as coke is one of the soft drink industry that vastly knows entirely in the global market because of its stand in manufacturing a wide range of soft drinks.
Since its invention in Atlanta Georgia in 1886 by Doctor John Pemberton, pharmacists by profession, the company has made tremendous progress in its operation hence making it be one of the soft drink companies in the global market. Under the invention of Doctor John there were three coca-cola brands in the market by then but due to the advancement of science and technology more brands of soft drinks are now available in the market. The soft drink manufacturers only need to change the formula composition of the drink so that to come up with a new brand.
The company is well established with branches in every part of the global. However, such great success can only be attributed to the company’ s commitment, innovation and heavy investment in sales promotion which aim at meeting the needs of the consumers. For the company to realize and attain its mission of being the greatest leader in the soft drink industry, it has established value to its constituting constraints which it serves ranging from consumers, bottle manufacturers to the community at large. To achieve this, the company has placed measures that involve executing business strategies in a manner that is in line with the goals of the company.
Through the sales promotion strategies, the company has had access to a larger market share compared to its competitors. It organizes sales promotions such as: sponsoring extra curriculum activities in learning institutions with an objective to market its products, organizing trade shows and exhibitions to the public, music extravaganza, concerts, roadshows, advertising through the media and display of products, just to mention but a few.
Sales promotions along with business strategies are two key factors behind the success of Coca Cola Company as well as guarantee for the firm’ s sustainable development in the future. Sales promotion as a vital tool in marketing mainly involves the process of increasing the purchase of goods and services. It is different from advertising and publicity in the sense that whereas the two aim at developing and reinforcing high quality of products and long term reputation of differentiated goods, sales promotion aims at inducing direct incentives to consumers through prizes, gifts, and money that increases the purchase of goods and services.
Examples of sales promotion include the organization of trade exhibitions and display fashion shows that increase the sales volume of some products.