SALES PROMOTION

SALES PROMOTION

Sales promotion involves doings that require incentives to boost sales. Merchandise is usually on hand to motivate potential buyers (Bowdin et al, 2012). The castle lite promotion did exactly that. T shirts and cooler bags where provided to purchasing customers, courtesy of Kalahari Breweries Limited. The objective of the promotion was to boost sales and attract new customers to purchase castle lite.

Management used the chaos theory concept during the promotion, due to different customers wanting different means to motivate them to purchase. Chaos theory refers to manager who imprecise change and know the change cannot be controlled (Hawthorne, 2015).This theory benefited the customers rather than employees. Constant change in customer offerings caused confusion to employees, as they did not know what or which process was being used.  Although sales promotion is short term (promotional mix, 2004), the promotion was successful due to increase in castle lite sales during and after the sales promotion.  

Reference

Bowdin, G., Allen, A., O’toole, W., Harris, R. & McDonnell, I. (2012) events managements. 3rd ed. Routledge. USA: New York

Hawthorne, M. (2015) management theories and concepts at the workplace [online]. Aailable at:  http://smallbusiness.chron.com/management-theories-concepts-workplace-17693.html(accessed: 29 March 2015)