A Proposal Submitted To Mzumbe University, Dar Es Salaam Campus College In Partial Fulfillment Of The Requirements For The Award Of The Degree Of Masters Of Business Administration In Corporate Management(MBA-CM)The study aimed at between ‘‘the assessments of sales promotion programs in soft drinks industry: a case study of coca cola’’ The study objectives included: To critically evaluate the promotion program mix of coca-cola, To analyze customers’ perception of coca cola’s promotion program, To assess influence of promotion on customers’ purchase decision, To suggest measures to enhance promotion effectiveness The study was carried out at coca cola kwanza ltd dar es salaama plant using a correlation research design. The researcher used purposive sampling technique in sample selection, stratified random sampling technique in categorizing the sample. And lastly simple random sampling to choose respondents. A total of 150 respondents comprising of Kwanza bottling company employees and consumers in Dar es Salaam were selected to participate in the survey and a statistical package for social sciences (SPSS) was used to analyze data. The findings were presented using frequency tables. The study revealed that Coca cola kwanza bottling company had a number of Sales promotional activities. Those Consumers were aware of the sales promotions and were highly aroused by the activities. The study further revealed that Coca cola kwanza bottling company has put a number of loyalty programs basically to give back to society. Sponsoring football in secondary schools, community work, free refrigeration programs, were mentioned. In order to manage these programs, Coca cola kwanza bottling company has made use of contracts. The study also found out that there is a strong positive correlation between sales promotional activities and Sales growth through brand loyat by Pearson correlation coefficiency of r=0.964**. Conclusively, the researcher discovered that promotional activities to a greater extent affect consumers purchase decisions. This implied that brand loyalty can be achieved through designing well packaged promotions. Coca cola kwanza bottling company should therefore continue to put in more efforts in designing and carrying out sales promotional activities. In regard to the above observations, Coca cola kwanza bottling company should try as much as possible to manage its sales promotional programs in a way that directly rewards consumers and counter competition.