Abstract

Sales promotion is a vital marketing tool used by companies to introduce new products and services and to influence consumer purchasing behavior. This study investigates the impact of sales promotion on the marketing of new products and services in Cameroon, using Brasseries du Cameroon as a case study. The research aims to assess how sales promotions, such as discounts, free samples, contests, and loyalty programs, affect consumer awareness, trial, and repeat purchase of new products and services.

The study adopts a mixed-methods approach, combining qualitative and quantitative research techniques. The qualitative component includes interviews with Brasseries du Cameroon’s marketing and sales teams to understand the strategic planning and execution of their promotional campaigns. The study also involved focus group discussions with consumers to explore their perceptions and responses to these promotions. The quantitative aspect comprises surveys distributed to customers across different regions in Cameroon, measuring the effectiveness of the sales promotion tactics employed by Brasseries du Cameroon on consumer behavior and brand loyalty.

The findings reveal that sales promotions play a critical role in the successful marketing of new products and services at Brasseries du Cameroon. Promotional tactics such as price discounts, product bundling, and free trials have been particularly effective in attracting consumers and encouraging them to try new products. The results indicate that these promotions significantly increase brand visibility, generate initial product trials, and boost short-term sales. Moreover, loyalty programs have contributed to repeat purchases, fostering long-term consumer engagement with the brand.

However, the study also highlights certain challenges associated with sales promotions. While these tactics effectively drive immediate consumer action, they may also lead to short-term sales spikes without necessarily translating into sustained brand loyalty. Additionally, over-reliance on promotions can sometimes create consumer expectations for continuous discounts, potentially affecting the perceived value of the products in the long run.

In conclusion, sales promotions are a powerful tool in the marketing of new products and services at Brasseries du Cameroon, driving consumer awareness and product trials. To maximize the long-term benefits of these promotions, the company must strike a balance between attracting new customers and maintaining brand value. Future research could explore the effectiveness of different types of promotions on consumer loyalty and profitability in the Cameroonian market.

Keywords: Sales promotion, new products, Brasseries du Cameroon, consumer behavior, brand loyalty, promotional campaigns, Cameroon, marketing strategies.