ABSTRACT

The study was conducted to determine the impact of sales promotion strategies on sales volume In Kenya a case study of MKL Company limited. The objectives of the study were to assess the impact of the sales promotion strategies employed by multichoice Kenya limited on the increasing sales volume in the organization, to identifY the sales promotion strategy (ies) used by

MKL, to establish how to improve sales in MKL, to identify changes faced by MKL in implementing sales promotion strategies to reach its marketing objective.

The challenges faced by MKL in implementing sales promotion strategies to reach its marketing objectives are customer loyalty, slow decision making by management, completion, and

government intervention and customer perception. It's through the research findings that the study recommended that MKL should increase on the financial resources to their marketing promotion strategies, they should also revise their monthly fees for their customers and MKL should approach their promotion strategies carefully to avoid excessive promotions which might deteriorate the company's products.

TABLE OF CONTENTS

DECLARATION ............................................................................. i

APPROVAL. ................................................................ ii

DEDICATION .........................

ACKNOWLEDGEMENT ......................................................................... iv

LIST OF TABLES .......................................................................... v

LIST OF FIGURES ............................................................ vi

TABLE OF CONTENTS ............................................................ vii

ABBREVIATIONS ......................................................................... x

ABSTRACT .................................................................... xi

CHAPTER ONE ....................................................................... l

1.0 INTRODUCTION ................................................................... 1

1.1 BACKGROUND OF THE STUDY ............................................................. 1

1.20RGANIZA TIONAL BACKGROUND OF MKL ...................................................................... 2

1.2.1 Core Business of Multi-choice Kenya Limited ......................................................................... 2

1.2.2 Mission of Multi-choice ..................................................................... 3

1.2.3 Vision ofMuiti-choice Kenya limited; ............................................................... 3

1.3 STATEMENT OF THE STUDY ................................................................... 3

1.4 OBJECTIVE OFTHE STUDY .................................................................... 4

1.4.1 Objectives ................................................................... 4

1.5 RESEARCH QUESTIONS ................................................................ 4

1.6 SCOPE OF THE STUDY ...................................................................... 4

1.7 SIGNIFICANCE OF THE STUDY .................................................................. 4

1.8 CONCEPTUAL FRAME WORK .................................................................. 5

CHAPTER TW0 ........................................................................... 6

LITERATURE REVIEW ...................................................................... 6

2.0 INTRODUCTION ..................................................................... 6

2.1 THEORETICAL LITERATURE ............................................................... 6

2.1.1 Meaning of sales promotion ....................................................................... 6

2.1.2 Growth of sales promotion ....................................................................... 7

2. 1.3 Types of sales promotion ................................................................................ 8

2.2 SALES PROMOTIONS STRATEGIES ........................................................... lO

2.3 OBJECTIVES OF SALES PROMOTION ................................................................................ 12

2.4 EMPIRICAL LITERATURE ....................................................................... 14

CHAPTER THREE ............................................................ 15

METHODOLOGY ........................................................................ 15

3.0 INTRODUCTION .................................................................... 15

3.1 RESEARCH DESIGN ............................................................................. 15

3.2 POPULATION ............................................................................. 15

3.3 SAMPLING TECHNIQUES ......................................................................... 15

3.4 SAMPLE SIZE ........................................................................... 15

3.5 DATA COLLECTION, TECHNIQUES .................................................................... 16

3.5. I INTERVIEWS ............................................................ 16

3.5.2 DOCUMENTATION .............................................................................. 16

3.5.3 QUESTIONNAIRE .................................................................. 16

3.6 TYPES OF DATA COLLECTED .......................................................................... 16

3.6.1 PRIMARY DATA ................................................................................................................ 16

3.6.2 SECONDARY DATA ....................................................................... 17

3.7 LIMITATION OF THE STUDY ........................................................................... 17

CHAPTER FOUR ............................................................. 18

PRESENTATION, ANALYSIS AND INTERPRETATION OF FINDINGS .............................. 18

4.0 introductions ............................................................................................................................ 18

4.1 SALES PROMOTION STRATEGY EMPLOYED BY MKL TO INCREASE SALES ............ 21

4.2 HOW TO IMPROVE SALES IN MKL. ...................................................................... 23

viii

4.3 CHALLENGES THAT MKL FACE IN IMPLEMENTING THE SALES PROMOTION

STRA TEG!ES .............................................................................. 24

CHAPTER FIVE ........................................................... 26

SUMMARY OF THE FINDINGS, CONCLUSION AND ........................................................... 26

RECOMMENDATIONS ........................................................................... 26

5.0 Introductions .............................................................................. 26

5.1 Summary of the major findings ............................................................................ 26

5.1.1 Sales promotion strategies used by MKL ............................................................................... 26

5.1.2 To establish how to improve sales in MKL ............................................................................ 26

5.1.3 To identifY challenges faced by MKL in implementing sales promotion strategies ................. 27

5.2 Conclusion ........................................................................... 27

5.3 RECOMMENDATIONS ............................................................... 27

5.3.1 Suggested area of further study ..................................................................... 28

REFERENCES: ............................................................. 29

Appendix A ................................................................ 31