ORGANISATIONAL

This study investigates the impact of sales promotion practices on organisational performance of 7up Bottling Company in Benin, Edo State, Nigeria. Globally, sales promotion practices have evolved from traditional trade offers and in-store displays to sophisticated campaigns involving digital platforms, loyalty schemes, and time-limited discounts. In Nigeria, this evolution reflects an adaptive response to economic stressors and heightened consumer price sensitivity, with companies employing a range of promotional tools to influence buyer behaviour and build market presence. The study focuses on four key dimensions of sales promotion practices: price reduction, coupons, sampling and loyalty programs. It aims to determine how these factors influence the organisational performance of 7up Bottling Company, with a particular emphasis. A survey research design was employed, and data was collected from 137 employees of the company using a structured questionnaire. The findings reveal Price reductions significantly impact organizational performance by increasing sales, improving customer satisfaction, and contributing to market share growth and competitive positioning. Coupons influence organizational performance by increasing sales, improving customer loyalty, attracting new customers, and enhancing competitive advantage. Sampling has a positive effect on organizational performance by increasing the likelihood of purchases, improving customer satisfaction, attracting new customers, and enhancing competitive positioning. Loyalty programs contribute to organizational performance by retaining customers, improving profitability, enhancing competitiveness, and supporting long-term growth and sustainability