ABSTRACT

 This study is on the impact of sales promotion on sales of soft drinks in Nigeria. A case study of 7up Bottling Company Plc Aba. One of the major problems addressed was due to the .low amount of money invested by the company on sales promotion activity result to low sales turnover was addressed which result to the increase in sales. turnover. The total population used is two hundred (200) made up of production department, marketing/production and Administration department and sample of 135 employees was randomly drawn from 7up bottling Company Plc Aba depot. The personal interview and questionnaire are as• well analyses accordingly.. The researcher .used the Taro Yemene forrriular: for testing hypotheses formulated. Findings show that inadequate capital base is a major jroblem responsible for the low company's sales turnover. The researcher recommended that the marketing manager of 7up Bottling Company Plc, Aba Depot should know that the use of sales promotion activities is the only way to ensure consumers pat ronayé und as such they should maintain its product quality and price. Base on the findings of the study, the following conclusions and recommendations were made: firstly, that sales promotion has effect on the profits of a company, secondly, that customer buy more during a sales promotion customers are gain seekers and will seize any opportunity to obtain more value for less,, thirdly, sales promotions remains a veritable tool to be used by a company: to project its sales, market share and project and Sales promotions uSe' should not be abused but used when the purchase of the product is likely to be high. Therefore, government through its agencies should regulate the sales promotions of companies and also ensure that their promises are delivered to the later, the company before embarking on a sales pro motion, should first Carry out a marketing research to ascertain whose its audience is in order to know the type of sales promotion to employ, finally, organizations should not relay on the sales promotion only that should back it up with the other promo-tool in order to achieve higher result.