Sales promotion has become an effective marketing tool that assists organizations to wax stronger in a global competitive environment. Oyedapo(2012) identified sales promotion as a key ingredient in marketing campaigns which assist organizations to achieve its objectives. The main aim of any organization is to maximize profit, have largest market shares and to become leaders in a market competitive environment. Okoli (2011) confirmed that the essence of setting up a business organization is to make profit. Sales promotion simply exists to have a direct impact on the behavior of the firm’s customers (Blatberg and Neslin,1990). Aworemi (2008) in his research finding said that sales promotion plays a significant effect on sales volume which helps in achieving the organizational objectives. The role of sales promotion in achieving organizational stated objectives cannot be underestimated.

Marketing is a practical discipline that focuses on the customer and his profitable satisfaction. Marketing is the arm of business that embraces the identification of the consumer needs and profitable configuration and allocation of human and material resources not only to satisfy the identified needs, but also to achieve the profitable goals of the enterprise. To do this, goods are produced and brought to the knowledge of the target market. It therefore becomes imperative to advice some promotional strategies and harness some communicational tools not only to motivate the responsive chord of the target market but also to sustain their buying pattern, especially to attract preference both to the company and its producers (Boniface et al, 2007, Ayanwu 2003, Inyanga, 2004).

The essence of sales promotion is to achieve a positive shift of the “market demand curve of the enterprise from left to right (Njoku, 2002). And one of the promotional tools to use, especially with reference to Nigeria Brewery Plc is sales promotion, more importantly when personal selling and advertising have performed their roles are “promotional forerunners” in the marketing environment (Boniface et al, 2007).     

The essence of the use of sales promotion in an organization is to facilitate its complementary role in the functioning of the other promotional elements namely personal selling, advertising, publicity, public relation, direct and data base marketing among others. This is because it is extremely difficult to measure the categorical (individual) impact of a single promotional tool like sales promotion in the company’s promotional strategy in actualizing both communication effects, and sales effects due to the reason of ‘’Communication carry over and promotional spillovers in the competitive market (Inyanga, 2004).Be it as it may, the interest of this research is to investigate into the roles of sales promotion on the profitability of an organization.