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Abstract

Integrated Marketing Communications (IMC) entails strategically coordinating and blending diverse marketing communication methods and channels to convey a uniform and compelling message to specific audiences. While various industries have adopted IMC to enhance sales, there has been limited focus on its influence on sales performance within the Nigerian food and beverage sector, particularly in Lagos state. Lagos has a thriving food and beverage industry, given its substantial economic and employment contributions, coupled with its growing population and urbanization. To engage consumers effectively amid constant marketing messages, firms need potent tools. Understanding the impact of sales promotion and digital advertising on sales is critical. This research thus aims to provide insights for optimizing marketing strategies and enhancing sales in Lagos' food and beverage sector. A total of 12 foods and beverage firms in Lagos were recruited by purposive sampling to participate in a cross sectional survey that was hosted on Microsoft forms. Data collected was analyzed using correlation analysis using STATA 13 software. The study indicates that various sales promotion strategies, discounts, coupons, consumer behavior during promotions, loyalty programs, and digital marketing are highly effective tools within the food and beverage industry. Digital advertising increased brand awareness, reaching the right audience, and driving sales. These findings emphasize the importance of employing a well-rounded marketing approach that incorporates these strategies to boost sales, retain customers, and enhance overall business performance.

Keywords: integrated marketing communications tools, sales promotion strategies, Lagos.

Course: Business Communication for International Leadership - MA - P3088FTC

Date Deposited: 2024-01-24

URI/permalink: https://library.port.ac.uk/dissert/dis14317.html