THE SIGNIFICANCE OF PROMOTION IN BUSINESS ORGANIZATION (A CASE STUDY OF NESTLE FOOD COMPANY LIMITED)
ABSTRACT
In order to achieve a successful and meaningful development through promotion, the main attending problems must be studied and tackled. An attempt will be made in this study to evaluate the performance of Nestle Food Company Limited. It is a matter of importance that promotion is quite necessary for any organization to increase its profit.
This study will start with a general introduction of Nestle Food Company, highlighting the aims and objectives, scope of the study, significance and limitations of the study.
Chapter Two describes the Literature Review of the study. The meaning of promotion and promotional tools of Nestle Food and also the importance of promotion to business organization.
Chapter Three describes the research method that will be used by the researcher to gather information such as questionnaire, observation and interview.
Chapter Four describes a brief promotional history of Nestle Food Company and the need for promotion in Nestle Food Company.
Chapter five makes a summary, recommendation, conclusion, reference, and bibliography of the study.
TABLE OF CONTENTS
CHAPTER ONE
1.1 INTRODUCTION OF THE STUDY
1.2 OBJECTIVES OF THE STUDY
1.3 SCOPE OF THE STUDY
1.4 SIGNIFICANCE OF THE STUDY
1.5 LIMITATIONS OF THE STUDY
CHAPTER TWO: LITERATURE REVIEW
2.1 MEANING OF PROMOTION
2.2 PROMOTIONAL TOOLS
2.3 IMPORTANCE OF PROMOTION TO BUSINESS ORGANIZATION
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 RESEARCH POPUATION AND SAMPLE
3.2 RESEARCH DESIGN
3.3 DATA COLLECTION INSTRUMENTS
3.4 ADMINISTRATION OF THE INSTRUMENTS
3.5 METHOD OF DATA ANALYSIS
CHAPTER FOUR
4.1 BRIEF PROMOTIONAL HISTORY OF NESTLE FOOD COMPANY
4.2 THE NEED FOR PROMOTION IN NESTLE FOOD COMPANY
4.3 PROMOTIONAL TOOLS EMPLOYED BY NESTLE FOOD COMPANY
4.4 SIGNIFICANCE OF PROMOTION TO NESTLE FOOD COMPANY
4.5 PROBLEMS OF PROMOTION IN NESTLE FOOD COMPANY
CHAPTER FIVE
5.1 SUMMARY
5.2 RECOMMENDATION
5.3 CONCLUSION
5.4 REFERNCES
CHAPTER ONE
1.1 INTRODUCTION OF THE STUDY
The concept of promotion of a particular product or service by a firm or organization is to create awareness of the product or service in order to promote the sales of the product. Business activities all over the world, whether those engaged in production of goods or those that render services, all have objectives to achieve that is, how their products or services get known to the consumer, this is done through promotion.
Promotion is any communication activity whose purpose is to move forward a product or service and an idea on where to get the product or services. Promotion provides the stimulus upon which sales progress is based on. Without promotion, business remain stagnant, therefore , wealth and expansion of any business comes from promotion, equally any expansion on introducing promotion, equally any emphasis on introducing promotion to business also parallel with sales and expansion of the business.
Through promotion, an organization attempts to influence the sales of its products or services by increasing the quality, the price or a contribution of both to enhance its public image. Businessmen know that if a better product is produced, customers will take special pain to inform themselves of its want – satisfying attributes and where it can be purchased, hence the need for effective and efficient promotion.
In any organization, the level of promotion and types of promotion incurred into the business is highly incomparable to one another. Promotion is the only way to ensure survival in a tactical market, to maintain or achieve the required objectives and development of the economy. High volume of sales can only be achieved through the use of promotional tools like Advertisement, Sales Promotion, Public Relation and Personal Selling. Due to the fact that industrial markets are usually well defined, the industrial goods manufacturer can make very good use of direct mail advertising such as postal advertising consisting of a letter and often sales literature, directly aimed at specific prospective purchasers.
Although the sophisticated use of the computer enables direct mail techniques to be applied to consumers markets, success rates are generally lower than in industrial marketing. This is partly because of the difficulty in consumer markets of identifying the prime target audience and partly because costs continue to escalate making direct mail, techniques non-viable for low value items.
Nestle Food Company Limited is associated with the company which as been voted as the single largest food company in the world renowned for its top quality production. Nestle Food Nigeria Plc began simple trading operation in Nigeria in 1961 and has today grown into a leading food manufacturing and marketing company.
It is a publicly quoted company existing since 1978 on the Nigeria Stock Exchange. 43% of its equity is owned by Nigerian shareholders while 57% in owned by Nestle S.A of Switzerland. The company’s head office and registered office is located at Ilupeju, Lagos State. Nestle Food Company Limited is the food and beverages industry and its stated objectives is to satisfy the requirements of consumers with high quality food products, mainly before processing agricultural raw materials into product with long shelf life, adapted to the tastes and food habit of the consumer.+
The company’s manufacturing facilities are located at Agbara Industrial Estate in Ogun State, which have been designed in line with modern manufacturing methods, ensuring efficient production of the various product being manufactured; infant and dietic products like beverages and culinary product. A fully integrated plant producing concentrated sorghum malt extracts has been built and commissioned at its Agbara site with the assistance of its technical adviser NESTLE LIMITED at Switzerland. The company also produces hydrolyzed protein mix using local raw materials.
Nestle food company limited aims at optimizing its long term viability and has available to its physical and skilled human resources, high quality products, high standard of integrity, efficient management and access to the technical adviser. They promote their products through advertisement, sporting adviser, exhibition etc. Nestle Food Company Limited often sponsors secondary schools and primary schools by organizing All secondary schools Basketball competition and All primary schools football competition.
Nestle food company promotes their product through Exhibition. They provide an excellent opportunity both for meeting prospective customers and for demonstrating product. Similarly, public relation forms a significant part of Industrial Marketing. Many prospective customers can be convinced of a product’s performance and value to their business by reading about successful application in competitor organization.
They also promote their product through selling. Selling industrial goods usually requires a different emphasis by the salesman. The salesman makes far fewer calls than for consumer goods, say two or three times per day as opposed to ten or more. His sales call is predominantly one of liaison and problem solving. He spends a lot of time with each customer.
1.2 AIMS AND OBJECTIVES OF THE STUDY
The aims and objectives of the study is to identify the importance of promotion with reference to NESTLE Food Company LTD.
The objective of this study is to obtain information on how people get to know the company for patronizing with particular reference to the features of promotional activities adopted by the company. To also obtain information on which of the promotional tools to be used frequently by the company and the effectiveness and efficiency of promotion on the company.
1.3 SCOPE OF THE STUDY
The scope of the study in which Nestle Food Company Ltd Ilupeju, Lagos State represented as a case study. It is privately owned and managed with many staff.
The primary purpose of the business is to serve its community and nation and also to develop local raw materials by making use of it to produce. To reduce unemployment by self reliance of individual and economic development of Nigeria.
Promotion serves as a mean of creating awareness for the product by the sales, which gradually leads to the expansion of the company. Doing business without promotion is like building a house without foundation which will lead to the down fall of the building later in the future.
1.4 SIGNIFICANCE OF THE STUDY
The significance of the study cannot be over ruled, the study deals deeply on the effectiveness of promotional tools used in Nestle Food Company Ltd Ilupeju, Lagos State. Such promotion is making the target market aware of the existence of a product or service.
The study also covers the major promo-tools like advertising, personal selling publicity and sales promotions and also to know if the promo-tools have significant effect on the products. The study is more important to know when the products of the company “Nestle Food” is now sellable in the hand of the buyer, to Know if the price displayed or imposed on products or services in Nestle Food Company competes with other competitors.
The significance of the study helps the company to improve the quality of the products and personal selling which seems to be a never ending process. It also helps the customer to have more knowledge about the company’s products or services rendered.
Finally, the study serves as a means of communication to customers and the entire community.
1.5 LIMITATIONS OF THE STUDY
The study did not cover the whole Nigeria the survey covers mainly Lagos State metropolis because of cost of transportation in travelling about to collect data due to high cost of transportation caused by fuel scarcity in Nigeria.
Financial constraints/ insufficient funds to carry out the research. Also, time constraints is another factor that hindered the research study.
Inadequate information from the respondent during the research and poor response of people due to language barrier. To back it up also, there is financial aspect used in compiling the data collected.
CHAPTER TWO
LITERATURE REVIEW
2.1 MEANING OF PROMOTION
Philip Kotler (1986) defines promotion “as all activities used by a producer to inform and persuade the customer to buy their products or services”.
Richard Gere (1989) defines promotion “as the act of creating awareness to promote sales of the production
Many people considered selling and marketing to be synonymous terms, when actually selling is only one of the many components of marketing. Although, promotion is preferred by many people, selling suggests only the transfer of title or only the activities of sales people and does not include advertising or other methods of stimulating demand.
In our definition, promotion includes advertising, personal selling and all other selling tools. Promotion can be of two different types. They are direct and indirect.
The indirect promotion is the non-personal form of communication, which includes elements like advertising, sales promotion, publicity and so on
The direct promotion is the personal form of communication in the promotion of products and services.
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