| Abstract: | This study assessed the sales promotion practice of Kality Food S.Co. A
descriptive research design was used. The study respondents were marketing
manager, as well as retailers of Kality Food S.Co. The student researcher
employed a convenience and accidental sampling technique. Primary data from
the sample respondents and informants using structured questionnaire and
interview guide respectively were collected. The study found out that Kality
Food S. Co. offers sales promotion for all participants, such as trade allowance,
free merchandise, trade show and push money, but not store demonstration at
all. However, the customers are not loyal to the Company. Thus, they purchase
low level quantity of its product as the customers are not attracted enough by the
sales promotion activities of the Company when compared with its competitors.
Besides, the discount provided to customers does not initiate them to purchase
its product. The majority of customers are not satisfied by sales promotion of
Kality Food S. Co. Therefore, the retailers do not recall the Company’s product
when final customers visit their outlets. Its sales promotion is poor when
compared to its competing companies in that the retailers does not accept its
promotion and thinks that it has no benefit for their retailing businesses and
study. The company’s sales promotion does not attract retailers, and they do not
give priority to the Company’s product over others by its sales promotion
activity. The Company is generally weak in gathering relevant pieces of
information on its trade sales promotion from customers as feedbacks to be used
for management purpose. It is recommended that the Company should be welldesigned
to match the rivals’ sales promotion activities to attract more
customers and to gain market share, as well as competitive position should give
a better amount of discount than it has offered currently to attract new
customers and serve current customers, it should participate in trade show more
than before, and the Company should look forward to improve its sales
promotion practice and make customers loyal. |
