TABLE OF CONTNETS
Title page i
Certification ii
Dedication iii
Acknowledgements iv
CHAPTER ONE:
INTRODUCTION
1.1 Background of the Study 1
1.2 Statement of the Problems/Hypothesis 2
1.3 Aims and Objectives of the Study 2
1.4 Hypothesis of the Study 3
1.5 Scope and Delimitation of the study 3
1.6 Definition of the Terms 4
CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction 6
2.2 The Concept of Promotional Strategy 11
2.3 Selected Works on Advertising Sales
Relations as a Promotional Tool 13
2.4 Advertising and Consumer Needs 14
2.5 Advertising Effect on Competition 14
2.6 Relative Influence of Advertising 15
2.7 How Consumer Need Influence Advertising 15
2.8 The Management of Advertising Effectiveness 15
2.9 The Starch Model and Aida 16
2.10 ANTETA 11
2.11 Effect of Publicity in Promotional Strategy 17
2.12 Effect of Public Relations Promotional Strategy 18
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Introduction 20
3.2 Research Design 20
3.3 Restatement of Research Questions 21
3.4 Restatement of Research Hypotheses 21
3.5 Population of the Study 21
3.6 Sample Size 22
3.7 Sample Techniques 22
3.8 Data Collection Instruments 23
3.9 Administration of Data Collection Instrument 23
3.10 Data Analysis Method 23
3.11 Limitation of the Study 24
CHAPTER FOUR: ANALYSIS AND
INTERPRETATION OF DATA
4.1 Introduction 25
4.2 Analysis of Responses from Distributed Questionnaires 25
CHAPTER FIVE: SUMMARY,
CONCLUSIONS AND RECOMMENDATIONS
5.1 Introduction 36
5.2 Summary of Findings 37
5.3 Conclusions 38
5.4 Recommendations 40
5.5 Suggestions 41
Bibliography 43
Appendix 44
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Marketing is an aspect of human endeavor
(Baker 1995), quoting brech (1953) says that marketing is the process of
determining customer demand for a product of service, motivating it sales and
distributing it unto ultimate consumption at a profit. Marketing is not only
much broader than selling, it is a specialized activity and it encompasses the
entire business. It is the entire business seen from the point of view of its
final result - the consumer.
After the emergence of the industrial
revolution, machines were introduced in the production system, which boosted
the production of goods and services in large amount available for sale. With this, consumers were exposed to variety
of products and this requires selections of products that will give them
optimal satisfaction from their limited resources.
On the other hand, companies were
interesting in boosting their image, maximizing profits, achieving high sales
and gaining competitive advantages over similar companies in the same business. The essence of this study is to determine how
promotional may affects the sales of Gulder beer, a product of Nigeria
Breweries plc.
However, for a company like Nigerian
Breweries Plc to excel over its competitors, it has to deploy certain marketing
strategies to attract the attention and interest of consumers like the recent
concluded the GULDER ULTIMATE SEARCH five and introduction of Gulder max with
prices abound under the crown corks.
In line with the marketing mix, which is
the company’s product, price, promotion achieving positive purchase decision
from consumer and at the same time boosting and the public perception and place
of distribution (4pcs), the strategies evolve from the mix. Means that marketing management should
determine which features to include in the product for consumers, the most
reasonable and acceptable price, how well to promote the product and how to
distribute the products for high purchase in terms of Sales and profit
maximization.
1.2
Statement of Problem/ Hypothesis
The present situation of the country ‘Nigeria’ in
economic activities due to the world's economic depression and her poorly
structured policies has vein a new outlook for business whose aim is to
maximize return on investment.
The project is aimed at analyzing the
following problems, which includes:
a) The
ineffectiveness of some of methods such as newspaper advertisement which
sometimes are blurred and does not have any effect on some of the customers,
especially the illiterates and those that cannot afford them due to the high
cost.
b) The problem of not sponsoring television
programmers as promotion strategy in achieving positive purchases decision from
consumer and at the same time boosting the image and the public perception of
the organization.
c) The
problem of not using local languages to advertise the product thereby hindering
sales targets achievements.
Attempting to solve these problems, the following
hypothesis is made for evaluation and analysis.
1.3
Aim and objectives of the study
a) Determining
the consumer level of demand for the brand advertising situation.
b) Ensure
that the organization gains from the research in guiding future management
decisions regarding promotional activities of the brand.
c) Ascertain
the effect of promotion on the expansion of the market shave for the company
concerning ‘Gulder’
d) Determine
the ability of the company to sustain same volume of sales in a non-advertising
situation.
1.4
Hypothesis of the Study
For the purpose of this study, three hypothesis
were formulated and as follows;
Hypothesis
I:
Ho
- promotion does not help Nigerian Breweries plc informing, persuading and
creating awareness tea consumers to make purchase.
Hypothesis
II:
Ho
-
sponsoring of programmes does not enhance the expansion the market share of
Gulder.
Hypothesis
III:
Ho
-
promotional activities of Gulder does not help Nigerian Breweries plc to have
high turnover.
1.5
Scope and Delimitation of Study
The study will examine the effect of
promotion on sales performance of the brand under study.
This research focused on the consumers of
Gulder Beer in Lagos area, which is one of the major markets of Gulder
Beer. The decision to focus on Lagos
markets is based on the consideration of some logistic constraints in the
gathering is being obstructed by finance. This notwithstanding, it is believed
that the findings and recommendations will be of beneficial to the company,
consumers and other stakeholders.
1.6
Definition of Terms Advertising:
Advertising:
Is a form of communication through mass
media about products, services ideas or opinion paid for by an identified
sponsor and directed at a target audience (By APCON) Advertising practitioner
council of Nigeria.
Advertising
Agency
These are group of creative and business
people who specialize in the development, preparation of advertising plans and
placement of advertisement in media for clients seeking awareness for product
and services.
Advertisement
It means any form of message, which is
employ by an organisation in presenting their product to the consumers.
Attitude
An enduring organization of motivational,
emotional, perceptual and cognitive processes with respect to some aspect of
the individual's world.
Brand
The American marketing association define
a brand as a name term symbol or device or a combination of these which is
intend to identify the good or service of seller or group of sellers and to
differentiate them from other competitors.
Consumers
These are end users they are the people
buying the product either for personal, family or household use especially far
practical purposes.
Market
The region or arena where any commodity
can be exchanged. In its fundamental posture, it is the collection of buyer’s
actual or potential external to the company, and it is the ultimate source of
the company's income.
Marketing
As defined by chartered institute of
marketing is the management process which identifies, anticipates and supplies
customer requirement efficiently and profitably.
Phillip kotler- Marketing is a human
activity directed at satisfying needs and wants through exchange processes.
Market
Segmentation
Is the process of dividing a market into
distinct subjects of customers each of which can be considered as a target
market that have common needs and can be approached with a distinct marketing
mix, action or programmes.
Micro
Marketing
The performance of activities, which seek
to accomplish a organization’s objectives by anticipating customer or client's
need.
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