ABSTRACT
This project, work is
intended to deal with the application of promotional strategy to marketing and
its contributions to achievement of organization goals with particular focus on
the Nigerian hotel industry (wing Kwara hotel as a case study).
Attempts
will be made to discuss certain vital elements in marketing known as the
“marketing communication mix” or the “promotion mix”. The purpose of the study
will be discussed. Attempts wil be made to identify problems of the
organization (i.e. Kwara hotel) upon which hypothesis will be formulated to be
analyzed and interpretation to the hypothesis and data will be stated in clear
terms. The aims, objective and significance of the study will also be
discussed, and a brief historical background of the organization.
Furthermore, conclusion and recommendation will be put
forward in order in develop a more standard way of enlightening the public the
more.
Promotion is a coordination of all seller initiated efforts
to set up channel of persuasion and communication in order to facilitate a sale
of the product or the acceptance of an idea. An effective promotion should
arouse attention, stimulate interests, generate desire and motivate action of
consumers and potential consumer in a product or brand. It persuade people and
finally sells the product.
Marketing calls for more than developing a good product,
packaging the product, pricing it attractively and making it readily to the
consumers. The company must design and disseminate information about the
product existence, features and terms and how this will disseminating
information to the target customers. It must communicate effectively with other
parties in the task environment for example dealers or suppliers and also with
major external publics for example the stock holders or the financial comities
and with internal public e.g. management, directors, sales force and the
employees.
To communicate well, organizations involve themselves in
advertising, sales promotion, personal selling and publics. For many
organizations, the question is not whether to communicate, using any of the
above tools, but how much to spend and in which of the tools above.
A study of promotion is relevant to different type of
organization. Promotional activities are undertaken by commercial enterprises,
trade association’s educational institutions, government bodies, charitable
organizations, political parties and many others.
While some firms have money than other for promotion,
spending, no firm including Kwara hotel has unlimited resources. Therefore,
they most determine for themselves which of these goals are much important and
how much it can afford to spend to reach them. However, after completion of
their research project, the organization of Kwara hotel is expected to benefit
from it in great measure.
TABLE OF CONTENTS
Title
Approval
Dedication
Acknowledgement
Table of content
Abstract (proposal)
CHAPTER
ONE
1.0
Introduction
1.1
Aims and objectives of the study
1.2
Statement of research problems
1.3
Significance of study
1.4
Scope of the study
1.5
Limitation of study
1.6
Historical background of Kwara hotel
CHAPTER
TWO
2.1
Literature review
2.2
Promotion
2.3
Advertising
2.4
Sales promotion
2.5
Public relations
2.6
Publicity
2.7
Personal selling
Reference
CHAPTER
THREE
3.0 Research methodology
3.1 Research population
3.2 Research sample
3.3 Source of data
3.4 Sampling method
CHAPTER ONE
1.0
This chapter is intended to discuss
certain vital element in marketing known as the “marketing communication mix”.
The purpose of the study will be discussed. Attempts will be made to identify
problems of the organization (i.e. Kwara Hotel), upon which hypothesis will be
formulated to be analyzed in later chapters. The aims, objectives and
significance of the study will also be discussed, and a brief historical
background of the organization.
Promotion is marketing
involves the designa dn communication of information about the existence, the
nature and the usefulness of a business organization and or its product or
service to a given market audience or the society at large. Through promotional
activities an organization seeks to inform its existing and potential customers
of the desirable elements or special attraction of its product. Since the large
of the selling organization is intricately interwoven with its products,
additionally, a business organization through promotion creates for itself the
desirable impression in the minds of its customers and its community. Buyers
patronize products or services because of their believes in the qualities of
the product as well as, having confidence in the ability or the firm to make
reliable and functional product or services.
As an economy shifted from of the relative scarcity to one
comparative abundance as both the number of consumer and the number of
producers grew, moreso, completion for consumer’s money intensified, a need
emerged for planned, controlled marketing communications.
Over the years, the transmission of information about
products to potential buyers in a manner designed to prompt positive action has
grown increasingly sophisticated. We (marketers) have developed good ways to
communicate. We have learned to identify and segment market. We have made
intensive studies of motivation and buyers psychology or consumers behaviour.
We have home to rely increasingly on marketing research as opposed to hunches.
And we have come to depend on planned communications to arouse attention,
stimulate interest, generate desire and motivate action. Most firm on longer
operates on the principles that all you need is a “good product” sell itself.
Modern marketing therefore,e calls for more than developing a good product,
pricing it attractively and making it available to target customers.
Organization or marketing organization manages a complex
marketing communication system. The organization communicates with its middle
men, customers and public. To communicate well, organization wires advertising
agencies to develop effective, sales promotions specialist to design sales
incentive programmes, and public relation firm to develop their corporate
image. They train their sales people to friendly helpful and persuasive. For
many organizations, the question is not whether to communicate, but know how
much to spend on communication and in what ways.
The goals of specific communication and in what ways may
include selling more of products to existing customers, selling the product
during off seasons, increasing sales by promotion new uses for the product and
so on. While, some firms have money than others to spend for promotion, on firm
has unlimited resources.
Therefore, each company must determine for itself which of
those goals are most important and how much it can afford to spend to reach
them.
1.1 STATEMENT OF RESEARCH
There is no special
training or course for the staff so as to effectively promote the services the
organization is rendering.
Duet to bungetary constraints the organization cannot meet
the necessary requirement needed to facilitate their promotional activities.
There is no form of bonus to the staff based on their
performance regarding their effort on promotional activities of the Kwara
hotel.
1.2 AIMS AND OBJECTIVE OF THE STUDY
The aims and objective
of this study is to research into problem affecting the promotional activities
of the Kwara hotel and recommend solutions toward solving the problems. And to
consider how Kwara hotel employ these strategies to promote their services so
as to meet the needs of their customers. The effect of promotional activities
on the organization.
1.3 SIGNIFICANCE OF THE STUDY
The significance of the
study will be to provide insight into the effectiveness of the promotional
strategies adopted by the organization. Also to consider the role of management
of Kwara hotel, in ensuring an effective promotion of the services it’s rending
of acceptable prices so as to give customer the desired level of service and
satisfaction.
However, after completion of this research work, the
organizations of Kwara hotel is expected to identify some basic problems and
the anticipated problem that could envisage in the future time, having in mind
that this research work would have provide some workable and realistic solution
and also giving room for further research when necessary.
1.4 SCOPE OF THE STUDY
The research is
restricted to Kwara Hotel organization at Ilorin
Kwara-state.
This research work will cover the following benefit on how to
make used of the promotional tools in term of advertising, Awareness, Absolute
price difference, Balance strategy, broadcast advertising, chatter, competitive
advantage, competive, coupon, Discourage retention strategy, marketing,
marketing mixes, pricing, promotional publicity, strategy etc.
1.5 LIMITATIONS OF STUDY
The determination of
sample size was one of the limitations faced by the researcher, in the process
of generating relevant data for this project. However, I was able to sample
quite a large number of people.
Time (lack of time) was one of the constraints but in confine
myself to those points I consider very important for this research project.
Moreso, getting an appointment with administrative manager dueto is official
busy schedule which lead to distribution of only fifty questionnaires because
my intention was to distribute up to an hundred for easy calculations.
1.6 DEFINITIONS OF TERMS
1.6.1 Advertising: Non
personal promotional activities that are paid for by one or more sponsors.
1.6.1 Awareness: A
means of measuring factors having to do with advertising campaigns, such as
creating awareness of a new product.
1.6.3 Absolute price difference: The
price difference in absolute terms as compared with the price originally
charged pair to a change.
1.6.4 Balancing strategy: A
marketing strategy in which the firm seeks to balance revenue cost flows to achieve
desired profit and market share.
1.6.5 Broadcast advertising: Advertising
is one in television or radio
1.6.6 Chatter: The
promotional environment in which the buyer is presented with so many choices
that is difficult for one promotion to stand out from the others.
1.6.7 Competitive advantage: An
advantage that a firm can offer over a competitive firm.
1.6.8 Competitive: Organization
was competing with the firm for business or the acceptance of ideas.
1.6.9 Coupon: A
direct – response device used for ordering or inquiring about a product or
service. Also a promotional device used to promote increase in sales through
price discount or other forms of special purchase offer.
1.6.10 Discount pricing:
Pricing at a discount when ordered in large qualities or under other special
circumstances determined by the seller.
1.6.11 Free offer:
Free items given in return for purchasing a product
1.6.12 Goodwill: An
advantage that a marketer has acquired due to past performance of actions,
which goes beyond the product or services sold.
1.6.13 Maintenance strategy:
A strategy of maintaining firm’s position in the market.
1.6.14 Marketing retention strategy: A
marketing strategy that involved holding onto market currency served
1.6.15 Marketing:
the process of planning and executing the conception, pricing promotion, and
distribution of ideas, goals, and services to create exchange that satisfy
individual (customer or consumer) and organizational objectives.
1.6.16 Marketing mixes:
The combination and amount of resources allocated by the marketing managers to
product, price and promotion, known as 4ps.
1.6.17 Pricing: the action by
which the cost of a product or service to the buyer is set the price structure
in a particular industry.
1.6.18 Promotion: Marketing
activities that involve communicating information between buyer and seller,
They include advertising face to face selling sales promotion etc.
1.6.19: Publicity: A
firm of promotion that is non-paid and non-personal.
1.6.20 Strategy:
A specific
action carried out to achieve a certain goal
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