The role of promotion mix elements on sales performance in the sugar industry: a case of Mumias sugar brand in Kisumu town
Promotion activity in marketing is as old as marketing itself and undoubtedly important to improvement of sales of products. The liberalization of the sugar industry in Kenya has seen the industry crawl from crisis to crisis from 1990. There has been general increase in sugar situation to a greater extend. This has made the local sugar firms to compete to grab a larger market share in the country. For instance Mumias Sugar Company, which controls 65% of the Sugar Market in Kenya, introduced advertising as a promotional element in 1999 and used in effectively to increase sales. The company has added other promotional elements to spur its Sugar sales. The goal of the study was to establish the role of promotion mix elements in marketing of white table sugar of Mumias Sugar Company. Specifically the study will identify the promotional mix elements used in the sugar industry, identify the commonly used promotional method, find out the factors that influence the choice of the promotion mix elements and finally determine the relationship between promotion mix elements and sales performance. The study area is zone 7, which is the Central Business District (CBD) of the town according to the classification of Kisumu Municipal Council. The study design is descriptive research. The research will use questionnaires to collect data from the company and sugar buyers from the supermarkets in the CBD. The collected data will be organised for analysis using descriptive statistical method of percentages. The research findings are expected to generate useful information mix elements on sales of Mumias Sugar stakeholders will be able to make informed decisions about to develop policies in the sugar industry.