Cadbury Burnvita Case Study

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Recommended: Affects of sales promotions

1.1 BACKGROUND OF THE STUDY
In the market today consumer sales promotion has become the marketing communication of the day for new and existing brand in the market. Every brand in the market (new and existing brand) are making use of consumer sales promotion as a communication podium to increase brand awareness and market acceptance amongst consumer. Consumer sales promotion serves as means of attracting the consumer to a particular brand and has a way of making the consumer patronize the brand due to the sales promotion associated with the brand. Organization around the world are witnessing changes in the market today as different brands come up with different and striking ideas in creating awareness for their brands and attracting consumers to patronize their brands. Roger Hyslop (2007) pointed out that the use of sales promotion stimulates consumer excitement, retail reaction and wholesaler reward.
Sales promotion, according to Shimp (1993::442) defined …show more content…

Nigeria joined in the promotion of Cadbury Bournvita to its consumer. In November 5th 2012 Cadbury Bournvita in Nigeria ran a consumer sales promotional campaign which was tagged “yummy life promo” according to Dele Anifowoshe the marketing director (2012) said the campaign was aimed to delight, reward and provide a superior life for consumers in Nigeria whereby consumers will enjoy an instant 10 percent extra free products and stand the chance of winning any of the “yummy” prizes worth over two hundred million naira.
Chioma Afe went forward to explain that consumers are expected to buy 450g or 900g jar of the Bournvita promotion pack, open it and peel off the foil to reveal a special code which will be sent via sms to the short code provided. These program lasted till

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