THE EFFECTIVENESS OF PROMOTION IN THE MANUFACTURING INDUSTRY IN NIGERIA
TABLE OF CONTENTS
Title Page i
Table of Contentvi
1.1 Background of the Study
1.2 Statement of Problems of the Study
1.3 Aims and Objective of the Study
1.4 Significant of the Study
1.5 Scope of the Study
1.6 Limitations and Constraint to the Study
2.0 Literature Review
2.1 Concept of Sales Promotion
2.2 Objectives of Sales Promotion
2.3 Sales Promotion Planning Strategy
2.4 Factors Determining the Selection of Sale Promotion
2.5 Concept of Consumer Product
2.6 Types of Consumer Product
2.7 Effects of Sales Promotion in Marketing Consumer
3.0 Research Methodology
3.1 Data Collection Method / Techniques
Type of Data Collection
Source of Data
Method of Collection
3.2 Data Presentation and Analysis Method
3.3 Definition of Population
3.4 Sample Size and Distribution
4.1 Brief History of Case Study
4.2 Data Presentation and Analysis
1.1 BACKGROUND OF THE STUDY
The survival of any business organization depend to a very large extent on the patronage that it enjoys from those whom consume its product thus, promotion means to push forward, to advance in idea in such a way as to gain acceptance and approval for it.
Also, one of the crucial components in the selling of the consumer product is promotion which is used in pervasion and communication which could either be form of advertisement personal selling’s, sales promotion , as a competitor in the market hope to influence as many consumer as possible to choose their product over alternative product sale promotion is an effective strategy in an organization and is an important ingredient in most promotion program through which a consumer are persuade and convince to buy a product or service and commonly support by sales promotion this belief is strengthen by port (1996), whose work have attempted to spell out experiment analysis of the theory of sales promotion in relation to consumption.
Also according to Ray Wild (years) promotion is concerned primarily with the persuasion gained largely at securing increasing the sale of the actual market prior to this study, the researcher was able to observe restriction in the use of sale promotion in consumer product effective promotion product, however, this shows that effective promotion strategies will diminish market effort
While the presence of effective promotion strategies will bring about good performance on set goal as techniques of sale promotion is to compliment and reinforce effort towards the achievement of set goal.
The sale promotion is an effective marketing strategy for selling consumer product. Need to identify their goals, plan, strategies and facilities within this limitation to reach those goals effectively, execute their plan and evaluate their performance, the relevance of this paper to become obvious, its important to know the various promotional activities embark upon in selling of product and it’s effectiveness in the marketing of her product.
Promotion is an exercise aimed at information, persuasion and communication about a goals or services to potential consumers in a manner designed to illicit positive action.
Luck (1994) communication process to comprise communication message, media, production, it is still long sufficient to make a complete satisfactory product.
The potential customers must be told why it is so satisfactory. Sale promotion strategies can be development as a promotional goal.
Sale promotion can be defined as any marketing activities outside personal selling, advertising and publicity.
Also, sales promotion offers short term incentives. The customers to induce purchase for a particular product.
Sales promotion is used as a compliment way to other promotional strategies and action
THERE ARE DIFFERENT CLASSES OF SALES PROMOTION.
Consumer Promotion: This aims at generating sufficient sales promotion for a particular product which includes lottery, free sample and cash and trade discount introduction promotion, this is to increase sales promotion demand of industrial goods or product through quality trade discount, credit, sale, free sample and industrial exhibition etc.
Trade Promotion: this encourage the channel of distribution of purchase the product or an organization, this can be accomplished by means of competition among middle men.
Sales Promotion: major objective among others is to enhance the sales of cut over of a company’s product which will bring about increase in the co-operation profit. Sales Promotion Strategy: is a part of the overall marketing plan is normally in conjunction with other strategies. A price reduction, for example will probably be supported with advertising. A new product would be introduce by a sales promotion campaign, an expansions of a territory.
The elimination of outlets. The promotional goal, the long serve the firm’s ultimate goal. The long run of profit.
The sale promotion is a selling activities that co-ordinate advertising and personal selling into an effective persuasive force. It’s claimed that sales promotion move buyer towards the product. Many sales promotion campaigns involves the use of incentive are something of financial nature added to an offer to encourage some over behavioral response.
a. Sample: to give out the sample free of charge to consumer.
b. Contest and games: this desires to win easy monetary reward via games of chanced is now spreading like wild fire.
c. Trade shows exhibition: this is where they will demonstrate the product in a different product.
1.2 STATEMENT OF PROBLEMS OF THE STUDY
The researcher found it difficult to gather relevant information for the preparation of the project because of some difficulties, some of which were:
Relevance of superior officer to allow the researcher to some vita information needed for the project.
Questionnaire distributed to some member for sample where not returned. Financial constraint on the part of researcher, no much fund was available to enable the researcher to move around and acquire more relevant information.
Getting the staff list of salesmen from the marketing department, was a though task due to negative attitude of Nigerian to researchers.
The other difficulty was the aspect of getting people to answer the questionnaire because most of the time the work force were busy, but after much persuasion they cooperated with researcher.
Time constraint on the part of researchers due to the nature of the programme of hand.
1.3 AIMS AND OBJECTIVES OF THE STUDY
The researcher is mainly to examine the effectiveness of promotion in manufacturing industry by lying emphasis on BAGCO. Since inception of poly. Propylene bag BAGCO, which started with just forty (40) polypylene bags to test the market, made history rapidly as a result of the innovated product.
The aims is also to determine the promotional activities implored by BAGCO for the purpose of this study and for other manufacturing industries.
Advertisement on television is one of the best medium.
The promotion is able to reach the target which makes them (target market) perceive the product in it tangible form, the popular jingle “BAGCO” super sacwell don will. The advert reveals that it is sensible for industrial purpose.
The impact of the competition was also felt when they introduced something similar “BAGCO” a sub standard product was not recites able.
This was notices after five years of excellence performance (1996) by decline in sales but was tackled and ended by marketing cure when they introduced massive distribution at every channels, the quality, future etc. was improved upon and more sales forces where price for those who will not, but in large quantity to eliminate the effectiveness of the competitors.
The researcher also made us to see the responsibility of demand elasticity. It was demand for BAGCO was zero and inelastic perfectly unitary during the raining season which results in increase in price to equal the same percentage in quantity demanded.
It’s also important for it’s part of the requirement for the award of higher national diploma in marketing in the department of marketing kwara state polytechnic Ilorin.
1.4 SIGNIFICANCE OF THE STUDY
This study will assist in formulating effective marketing programme in the manufacturing industry with the aim of improving customer’s satisfaction importance of sales promotion at profit and close monitoring of the action of competitions. It is strongly believe that this research work will be readable and useful to all manufacturing company as a whole.
1.5 SCOPE OF THE STUDY
The research study is limited to Nigerian bag manufacturing company. The study covers the entire organization but will be represented by only 20% of the whole population.
1.6 LIMITATION AND CONSTRAINTS TO THE STUDY
In other to complete this study successfully, the researcher is likely to be confronted with a lot of problems among which are limited funds, problems in getting maximum cooperation from, the respondents and of course necessary academic work which limits the time available to the researcher, with these an incorporative attitudes of the respondents not with standing, the researcher was still able to cope favorably with all these limitations.
CONSTRAINT TO THE STUDY
DEFINITION OF TERMS
Sales Promotion: sales promotion can be defined as any marketing activity outside personal sense, promotion has been defined as any identifiable efforts with part of the seller to persuade buyer to accept the seller information and store it in retrievable form.
According to BLATE R.G and NBELSON (1997) sales promotion consist of a diverse collection of intensive tools mostly terms design to stimulate greater purchase of particular product or service by customer. Sales promotion is a variety short incentive used to encourage trial purchase tools for consumer free goods point purchase display etc.
The sales promotion is selling activities that coordinate advertising and personal into effective persuasive forces. It is claimed that sales promotion move buyer towards the product. Many sales promotion campaigns involve the use of incentive. Incentives are something of financial nature added to an offer to encourage some over behavioral responses. There are many ways of sales promotion.
Sampling: to give out the sampling free of charge to consumer.
Contest and game: the desire to win easy monetary reward via game of a chance is now spreading like wild fire.
Trade and show exhibition: this where they will demonstrate the product.
According to researcher sales promotion has major effort which include.
To encourage heavily and thick usage of product they have use before.
To suggest new uses of product.
To give product a good image
According to researcher, a sales promotional tool can be classified into three to serve various purpose, two categories are
Consumer example includes coupon contest gift, free sample, sweep stakes, trade shows, exhibition, point of purchase display product demonstration etc.
Middlemen: Examples are trade shows exhibition free goods and product demonstration etc.
Marketing is the process of getting product to the consumer which involve a number of related business operation, i.e find out what consumer want, designing the product so that the consumer can buy it and the manufacturer will also benefit in terms of profit.
Thus, marketing therefore can be defined as the management function which organized and directs all those business activities involve in assessing and converting consumer purchasing power into effective demand for a specific product or service to the final consumer or used so as to achieve organizational goals.
Researcher define strategy as all activities aimed at getting product into all activities aimed at getting product into the dealers pipeline and accelerating sales by offering inducement to dealers, retailers and sales people.
Strategy is a promotional aimed at middlemen, who are the next links forwarding the manufacturer distributions channel. Many manufacturer consumer goods use this marketing strategy.
Consumer sample means the last possessor of the last stage of production.
Also consumers is a last chain in the distribution
The levels of awareness of most Nigerians are still the major factor responsible for the slow face of involvements of consumerism in the country. Many Nigerians are illiterates as such they do not know their right as consumer in their exchange relationship with manufacturer of marketing intermediaries.
A product can be defined as a set of tangible physical attributes assembled in an identifiable form e.g apple, orange, shoe and table etc. product attribute that appeal to consumer motivation and pattern are significant in this narrow meaning.
A product may be therefore be defines as a set of tangible and intangible attributes, including packaging, color size, price, manufacturer and retailers services, which the buyer may accept as offering what satisfaction..