Marketing Communication Strategies and Sales Performance among Beverage companies in Uganda: A case study of Century bottling company Limited

Abstract

This research investigated the effect of marketing communication strategies on sales performance among beverage companies in Uganda, a case study of Century Bottling Company Limited (CBCL). The study was based on the following objectives: to establish the relationship between advertising and sales performance at CBCL, to establish the relationship between sales promotion and sales performance at CBCL and to establish the relationship between personal selling and sales performance at CBCL. In total, a sample of 105 respondents participated in the study. These included Heads of Departments, Finance and Administration, Marketing and Sales, and managed outlets (customers). The study design was a descriptive cross sectional, using both qualitative and quantitative techniques to collect and analyze data. Study findings revealed that personal selling had a significant effect on sales performance, advertising had a significant effect on sales performance while promotions were not a significant predictor of sales performance. The study concluded that regular advertisements through newspapers, radio and television improve sales performance. It was further concluded that personal selling positively influences sales performance. Therefore, the use of face-to-face contact with customers, retail and direct selling can improve sales performance. In addition, the study concluded that promotion positively influences sales performance. The study recommended that the marketing and sales department at CBCL should make more advertisements via newspapers, radio and television and use less of internet in marketing. In addition, management and the marketing and sales department at CBCL should carry out more trade shows across the country, and identify more areas in market places and supermarket entry points where to display products especially those newly introduced on the market. The researcher further recommends that management and the marketing and sales department at CBCL should encourage the company’s sales agents to carry out more face-to-face selling techniques so as to reach out to many more customers.