Abstract:
In the following research, the study illustrates various techniques of Sales Promotion and how it
can help the Mountain Dew Bottle Company in increasing their market share as compared to
their rivals. The conventional aspects of studies on Sales Promotion studies and research are
primarily driven by the view of external stakeholders i.e. the customer, suppliers, distributors,
marketing intermediaries and retailers. Conversely, the main focus of this research study is to
analyze the concepts of market share and sales promotion and their significance in the business
organization with an inside or more conveniently with an employee perspective. The research
examines the promotional mix and the various techniques of sales promotion which can be
incorporated in the Mountain Dew Bottle Company to enhance their sales volume and market
share. The research has adopted mixed methodology for the purpose of data collection and its
analysis. In the end the research study also provides adequate recommendations and
suggestions for future research and also provides implications for the study.
