Isaac Dzansi
BSc. Administration (Marketing) Students of Atlantic International University
Abstract
The research was designed to assess the effectiveness of sales promotional strategies on the Performance of an Organisation within the Accra municipality using Unilever outlets in Accra as a case study. The data collected analyses the findings of this research based on information gathered mainly from the regional sales manager, distributors and customers. Producers must not just produce and expect the consumers to buy their products, they need to inform the general public or consumers about the availability of their product, educate them on the uses of the product and persuade them to buy. This can be done through sales a promotional strategy which is the focus of our study. The purpose of this study is to assess the effectiveness of sales promotional strategies on the Performance of an Organisation of key soap and its impact on consumers and distributors. For accurate and unbiased information, primary data and secondary data were used extensively in this research. The research revealed that a greater number of distributors distribute the product because it has a high demand and the price of key soap keeps on increasing. The conclusions made include: the effectiveness of sales promotion is said to be felt if it’s favorably changes the consumption behavior of consumers and many distributors started distributing the product after sales promotion is organized.
Keywords: Sales Promotion, Promotion Strategy, Organization Performance
