Effect of Promotional Tools and New Products in Food and Beverage Industry (case Study of Coca Cola Nigerian Plc)

This study investigated the effects of promotional tools on the success of new products in
Nigeria's food and beverages industry, focusing on Coca-Cola Nigeria Ple. The research
evaluated the impact of advertising, social media, discounts, and branding on market
acceptance and product success. A quantitative research design was employed, utilizing
a structured questionnaire distributed to 133 employees of Coca-Cola Nigeria Ple, with
126 valid responses analyzed. Descriptive statistics summarized the data, while Pearson
Chi-Square tests assessed the significance of each promotional strategy. The findings
indicated that advertising significantly enhances consumer awareness and purchasing
decisions. Social media was identified as crucial for increasing product visibility and
customer engagement. Discounts effectively attracted price-sensitive customers and
boosted sales, while branding played a key role in product recognition and differentiation
The study concludes that integrating various promotional strategies is essential for
successful new product launches. Recommendations include optimizing advertising
campaigns, enhancing social media engagement, utilizing discounts effectively, and
strengthening branding efforts. Future studies are suggested to examine the long-term
effects of promotional tools, explore cross-industry comparisons, evaluate digital versus
traditional media, investigate consumer behavior variations, and assess the role of
emerging technologies in promotional effectiveness. This study underscores the
importance of a multifaceted promotional approach to ensure the success and market
acceptance of new products in the competitive food and beverages industry.