CHAPTER ONE
1.0    BACKGROUND OF THE STUDY
1.1    INTRODUCTION
The high level of competition and volatility of modern marketing environment coupled with the depressed native of Nigeria company has placed premium on many organization and companies, hence, there is need to employs promotional mix to serve as effective tools to enhance sales. Many organization viewed promotion as a waste of company funds, where as making it accessible to target customers and communicating to customers which are very important.
The role of promotion is to communicate with individuals, groups or organization to directly facilitate exchange by influencing one or more of the audience to accept organization products. To facilitate exchange directly, marketers communicate with selected audience about a firm or it goods and services. In facilitate exchange indirectly marketers has to focusing communication abut company activities and product on interest group. Such as environmental and consumer groups, current and potential investors regulatory agencies and society in general promotional mix is the combination of advertising, personal selling, sales promotion and publicity.
For a firm to attain its target market, the elements on promotional mix must be coordinate since they are interdependent.
1.2    STATEMENT OF PROBLEM
The fundamental problem confronting this research is to measure the significance of optimum promotional mix as affective tools for enhancing sales. It is however note worthy that in an economy characterized with high level of uncertainty and turbulence many organization liquidated and wound up, while the so called giant are trying to survive with as much stock undermanned in this research, the effectiveness of promotional mix as viable tools for increase sales volume shall be evaluated with particular reference to be Nigerian Bottling Company (NBC) Plc the start of the sort drink industry.
Also analysis of the customers acceptability of the firms product through customers satisfaction and reaction which is acknowledge as the best indicator of measuring sales volume and profitability shall equally be done effort shall be made to determine optimum are of sales promotion for the case study.
1.3    AIMS AND OBJECTIVES OF THE STUDY
The aims and objective of the study are: to access the future significance of marketing plan uses in promotional mix.
-    To measure the success or otherwise of sales firm promotion in depressed economy
-    To find the reaction of consumers towards the use of promotional mix in the soft drinks industry.
-    To identify the effectiveness of promotional mix on sales volume.
-    To analysis the various techniques of company promotional mix on sales both in the past and present and their effect on sales volume.
1.4    SIGNIFICANCE OF THE STUDY
The significance of the is to show the clear understating of optimum promotional mix as effective tools for enhancing sales promotion because recent studies have emphasized the need to wide the area of responsibility of effective promotion to take into cognizance, the numerous users group and their drives interests. Therefore adequate attention has to be draw to the issue of optimum promotional mix as to show this can enhance sales in an organization.
1.5    SCOPE OF THE STUDY
This study will be limited to the significance of optimum promotional mix as effective tools to enhance sales in the Nigeria Bottling company (NBC) Plc. It is a company that value the need for promotional activities and employs it tools to boost sales and profit. The findings of this research will not necessarily be generalized to other companies in Nigeria producing similar products.
1.6    LIMITATION AND CONSTRAINTS OF THE STUDY
The research focuses on the optimum promotional mix as effective tools for enhancing sales with special emphasis on Nigeria Bottling company.
The research is case study in nature which brought about many limitations some finance lack of enough time, lack of adequate cooperation from respondent and case study.