includes those marketing activities, other than personal selling, sales
promotion and publicity that stimulate consumer purchasing and dealer
effectiveness. They include point-of-purchase displays, shows and exhibit
demonstrations, and other non-recurrent gelling efforts.
can target advertising at three different audiences: consumers, resellers, and
the company's own sales force. Advertising acts as a competitive weapon by
providing an extra incentive for the target audience to purchase or support one
brand over another. It is particularly effective in spurring product trail and
unplanned purchases. Most marketers believe that a given product or service has
an established Perceived price or value, and they use Advertising to change
this price-value relationship by increasing the value and/or lowering the
price. Compared to the other components of the marketing mix (Sales Promotion,
publicity, and personal selling), Advertising usually operates on a shorter
time line, uses a more rational appeal, returns a tangible or real value,
fosters an immediate sale. And contributes highly to profitability. In this
research work, the researcher Will consider in chapter one ... the introduction
of the study which will in turn considers the following topics. The background
of the study, the statement of research problem, the objective of the stuffy,
significance of the study, the hypothesis and the structure of the work.
two focuses on the literature review; this chapter is where the research extract materials from various
books, magazines, newspapers and internet resources. In chapter three, the
researcher deals on research methods while chapter four is data analysis and
presentation. The findings, summary, and conclusion is in chapter five.
TABLE OF CONTENTS
Table of content
1.2 Brief of
history of the company
of the subject
1.8 Limitation of study
2.2 Types of
sides of Advertising
2.4 The role
of Advertising in marketing
and other element of marketing mix
of Advertising Activities in tower
for setting Advertising Appropriations
of the study population
Design and procedures
Design and Administration
3.6 Method of
Analysis and finding
TO THE STUDY
marketing activities of an organization is guided by six marketing mix that
comprises of controllable variables that marketers use in the achievement of
their marketing objectives. It includes the combination of product, price,
physical distribution and promotion; generally referred to as the four Ps which
serves as the pivot of marketing management.
can be seen as the use of communication to persuade or convince prospective
customers. In other words, it is the
coordinated efforts initiated by the seller to establish channels of
information and persuasion to foster the sales of goods, services or
ideas. It includes Advertising, Personal
Selling, Sales Promotions, Publicity, Public relations. But the general nature and scope of this
project is limited to Advertising.
is a forceful tool in molding consumer’s attitudes and behaviors towards goods,
ideas and services by the manufacturer.
Hence, it has become an integral part of our society. It gets the attentions of the people through
canvassing to make them know what the manufacturers have to sell or what the
consumer need and actually want to buy via various channel of information.
recognition of the importance’s of Advertising as complementary tool in
marketing activities that the project is all about, to investigate those
variables that enhances the necessity for the attainment of desired sales
growth in a highly competitive environment.
1.2 BRIEF HISTORY OF THE COMPANY
Tower Aluminum (Nigeria) plc; is the leading aluminum
manufacturing company in Nigeria. The company commences operation on 18th
September 1959. It started manufacturing aluminum cooking utensils (Ports and
Pans) at the Oba Akran Avenue Ikeja, Lagos after securing franchise ship from
the Tower Brazil and U.K. to reserve the right of a multinational company. In 1977, the company embarked on a
progressive diversification programmed by setting up facilities to manufacture,
extrude profiles at Dopemu in Lagos state.
The next significant step in its backward integration
programmed was in 1982, when Tower opened its most modem plant at Otta, in Ogun
state. It employs the most modem and continuous casting technology whereby
molten aluminum (Bauxite-ore) is converted into sheets and bullets in their
operation. It has various divisions
TOWER HOLLLOWARE: tagged, the mother of Tower Aluminum was the first
division that engaged in manufacturing of domestic and industrial kitchenware's
ranging from the quality ware casseroles, Food steamer, Gas range, light
weighted and polished casseroles, water-filters etc situated at the Head Office
in Oba Akra Avenue Ikeja, Lagos. In 1994, the division took to a Horizontal
integration Progress, towards the acquisition of household aluminum products,
and re-named. Tower Housewives to produce kitchenware that are relatively
lighter than that of Hollowware to compete with similar aluminum products in
TOWER BUILDING PRODUCTS: Manufacturer of corrugated and fabricated sheets and accessories made of
aluminum and steel. They includes roofing sheets with cladding and colour coated. Other division includes Alufoil, Tower tools and
Presently, the company is having eleven recognized
shareholders with authorized share capital of N500m. as at 31st
Dec., 1998. The share capital held are 81% and 19% of foreigner and Nigerian
respectively, comprising of issued share capital of N175, 444, 515. The
company sales turnover increases from N1.8b in 1996 to N2.55, in 1997 and N2.8b
in 1998. While the company paid the sum of 50% V.A.T on the net sales, income
tax of 30% and withholding tax to the government. In
1998they had a dividend of 20k per share and presently having the highest
market share in the aluminum industry with about 60% of the total market share.
The company high level of profit and success operation can
be traced to:
Effective promotional activities.
Efficient Management of Operations
Strategic market penetrations into the environment
The company embarked on continuous search for improved
technology and sale techniques.
Presently embarking on over a million naira research and development programmes
with effect from April 1999. It aimed at
producing and importing ceramic flanks and lanterns to the neighboring West
African Countries. .
1.3 PURPOSE OF STUDY
It is to identify and analyze how advertising has
contributed to the realization of marketing objectives of the Company,
particularly in the competitive environment.
In Nigeria, there are various brands of kitchen ware in the markets, both imported and
locally manufactured and for a company to triumph, there is need for promotional
programmes designed to reach the consumers through advertising and sales
promotion. Moreover, the rate at which competitors are increasing necessitate
the need for effective advertising, thereby requiring a tactical planning of
The critical evaluation of post performance of
advertisement portrays the importance
of advertising in company's marketing activities despite it attracts a more
conscious and product Spending on advertisement, but consumers are able to make a
buying decision that gives a desired satisfaction in the presence of competitors
like Mulmaco, Green-turtle, first aluminum, Rafolat, Jimex to mention few.
1.4 OBJECTIVE OF THE
Lack of proper and adequate promotional planning result to
failure to achieve the set objectives therefore, Promotional as a complementary
tool used in marketing needs proper planning to guarantee successful execution.
Although, advertising effectiveness may be a necessary condition but not sufficient
for the continuous existences of growth and survival of any firm in competitive
My aim is to find out how Tower Aluminum (Nig) Plc. is
coping with the, various uncontrollable factors that is existing in the business environments,
and the recognition of multitude needs of that consumer and the dynamic nature
of the society which may result from government legislation etc and most
importantly, how the company is able to adopt strategy to combat various
marketing problem as result of prospect consumer development and sustainment
through innovation and modification of new and existing products, devising a
means of creating awareness about the products.
A systematic planning of advertising is required for the continuous
existences of varieties of product that resulted to competition. These will make the
company to monopolize the market for the good to certain extent, since marketing
strategies and tactics cannot be operated in a vacuum.
The aim and objectives of this project of study is to
examine and highlight the importance of advertisement and it commensurate
effects on in the achievement of marketing objectives. It intended to
evaluate the major problem in the media
selection, advertising message, target audience, pre-text and post-text of
advert effects and possible solution to
the unforeseeable circumstances that
may hindered its function.
The completion of this study will provide adequate knowledge
about the importance of advertising as a means or weapon in a highly
competitive market, as well as assisting the Company's Management to the secondary data to tackle
most promotional problem and other related marketing problem and for future
1.6 STATEMENT OF PROBLEM
Tower Aluminum was rightly positioned and enjoyed an impressive market
share based on quality product and good communication strategy. However, the recent activities of competitors
indicate visible encroachment into the market share with competitors seems to
be increasing in their efforts therefore, there is need for the search for a
clear cut information on operational process, consumer usage attitude and right
communications towards the company with a view of regaining its position and
extending the presences of Tower Aluminum kitchenware market. To find a
possible solution to the stipulated above problems of how advertisement can be used
as a complimentary to on the marketing of their product and how the company planned their
advertising. There is need for the development of research questions for a vibrant
marketing strategy for the company - viz.
the advertising message will affects the consumer brands maintenance?
advertisement affects consumer buying decisions?
3. What is the consumer belief and attitudes
towards the company?
4. Does the Tower Aluminum (Nig) Plc effectively
employed the promotional mix (advertising)?
5. Are the products
of Tower frequently advertised?
1.7 WORKING HYPOTHES
Hypothesis are tentative statement about the universe, it may be true or not.
The null-hypothesis Ho is set for the study as I proceeds; it used in sampling evidence to determine whether
statements about the population are likely to be true or false.
The following hypothesis have been draw to be tested to
enable a valid statement regards the issue.
1. Ho: That
advertising message has no effect on the consumer brand maintenance.
Hi: Advertising message have effect on the consumer brand maintenance.
2. Ho: That advertisement has no effects on consumer
has significant effect on consumer buying decision.
3. Ho: Consumer
belief and attitude towards the company is not favourable.
H1: Consumer belief and attitude towards the company is
1.8 LIMITATION OF STUDY
Due to the scope and nature of this research; the need for
certain limitation of study was tensed on; that are associated problem experienced during
the research study which includes;
SAMPLING METHOD: The sample size chosen may not be the true representation of the population of the targeted market.
- MANAGEMENT LAPSES: The· manager inability to
divulge confidential data used in executing the company's objective.
- QUESTIIONAIRE ADMINISTRATION, respondent poor
responses in returning the questionnaire is emigrated.
- RESPONDENT BIASNESS: Inability to give
correct information in the questionnaire by respondent due to lack of sport
Association. Definition of marketing A glossary of marketing terms (AMA).
DHICAGO 1980 Page 8.
Tower Aluminum journal