TABLE OF CONTENTS
Title Page
Certification
Acknowledgement
Table of contents
CHAPTER ONE
1.0 Introduction
1.1 Background of
the study
1.2 Statement of the
study
1.3 Objective of the
study
1.4 Significance of
the study
1.5 Scope of the
study
1.6 Limitation of
the study
CHAPTER TWO
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
determine the selection of sales promotion
2.5 Concept of
consumer products
2.6 Types of
consumer products
2.7 Effect of sale
promotion in marketing of consumer products.
2.8 Hypothesis
formulation
CHAPTER THREE
3.0 Research
methodology
3.1 Research Design
3.2 Sample size and
sampling
3.3 Data collection
method
3.4 Data
presentation Techniques
3.5 Data analysis
techniques
CHAPTER FOUR
4.0 Data Presentation
and analysis
4.1 Historical
background of the study
4.2 Data
presentation
4.3 Data analysis
4.4 Test of
hypothesis
4.5 Result of findings
CHAPTER FIVE
5.0 Summary,
Conclusion and Recommendation
5.1 Summary of the
Study
5.2 Conclusion
5.3 Recommendation
References
Appendices
CHAPTER ONE
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 who
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.
And
also one 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 consumers as possible to choose their
product over alternative product. Sales promotion is an effective strategy in
an organization and is an important ingredient in most promotion program
through which a consumers 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 in consumer product, however, this shows that the
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 complement 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 goal effectively execute their plan and evaluate
their performance, the relevance of this paper to became obvious, its important
to know the various promotional activities embark upon in selling of product
and its 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. Sales promotion strategies can be
development as a promotional goal.
Sales promotion can be
defined as any marketing activities outside personal selling, advertising and
publicity. Sales promotion is used as a compliment way to other promotional
strategies and auction.
There are different classes of sales
promotion namely;
Consumer promotion; this,
aims at generating sufficient sales promotion for a particular product which
includes lottery, free sample and cash and trade discount etc.
Introduction promotion: This is to
increase sales or demand of industrial goods or product through quality trade
discount, credit, sales, free sample and industrial exhibition etc.
Trade promotion: this encourage the
channel of distribution ot purchase the product or an organization, this can be
accomplished by means of competition among middle men. Sale 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 and is normally in conjunction with other
strategies. A price reduction for example would probably be supported with
advertising. A new product would be introduced by a sales promotion campaign,
an expansion of the sale promotion. The sale promotion is been tenancies of a
market shares, the expansions of a territory.
The
elimination of our lets. The promotional goal, the long serve the firm’s
ultimate goal. The long run of profit.
The
sales promotion is a selling activities that co-ordinate advertising and personal
selling into an effective persuasive force. 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 behavioural response.
a. Sample: To give out the sample free f
charge to consumer.
b. Contest and Games: This desires to win
easy monetary reward via games of chances 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 THE RESEARCH PROBLEM
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 the 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 the researcher.
Time
constrain on the part of researchers due to the nature of the programme of
hand.
1.3 OBJECTIVES OF THE STUDY
The
research is mainly to examine the effectiveness of promotion in manufacturing
industry by laying emphasis on BAGCO. Since inception of poly propylene bag
BAGCO, which started with just forty (40) Polypropylene 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 sac well don win” the advert reveals
that it is sensible for industrial purpose.
MANAGEMENT PLAN
The
impact of the competition was also felt when they introduced something similar
as “BAGCO” a sub standard product was not recites able. This was noticed after
five years of excellence performance (1996) by decline in sales but was tackled
and ended by the 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 effectivness of the competitors. The
research also made us to see the responsibility of demand elasticity. It was
demand for Bagco was Zero and Inelastic perfectly unitary during the raining
seasons which result in increase in price to equal to the same percentage in
quantity demanded.
It
is also important for its part of the requirement for the award of higher
national Diploma in marketing in the department of marketing Kwara State
Polytechnic, Ilorin.
1.4 SIGNIFIANCE OF THE STUDY
This
study will assist in formulating effective marketing programme in the
manufacturing industry with the aim of improving customers’ 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 AND LIMITATION 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 DEFINATION OF TERMS
Sales promotion: sales promotion can be defined as any marketing activity outside
personal sense, promotion has been defined as any identifiable effort 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 incentive tools, mostly short term design to stimulate greater purchase of
particular product or services by customer. Sale promotion is a variety short incentive
used to encourage trial purchase tool for consumer free goods point purchase
display etc.
The
sales promotion is a selling activities that co-ordinate advertising and
personal selling into effective persuasive forces. It is claimed that sales
promotion moves buyer toward 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 resposnse. 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 chance is now
spreading like wild fire.
Trade and show Exhibition: This is where they will demonstrate the product.
According
to OSUAGWU AND ENIOLA (1997) sales promotion has major effort which include:
To get potential
customers to buy a particular product they have use before.
To encourage heavily and
thick usage of product.
To suggest new uses of
product
To give product a good image
According
to STARTON AND FUTRELL (1996). A sales
promotional tool can be classified into three to serve various purposes, two categories are:
Consumer
example include coupons contest gift, free sample, sweep stakes, trade shows,
exhibition, point of purchase display product demonstration etc.
Middle
men: example are trade shows exhibition, free goods and product demonstration
etc.
MARKETING
Marketing
is the process of getting product to the consumer which involve a number of
related business operation, i.e find out what consumer wants, designing the
product so that the consumer can buy it and the manufacturer will also benefit
in term 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 the organizational goals
STRATEGY
PETER
AND DONAELLY (1992) defined 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.
According
to STRATOM AND FUTRELL (1993) strategy is a promotion aimed at middlemen, who
are the next link forwarding the manufacturer distributions channel. Many
manufacturer consumer goods use this marketing strategy.
SELLING
Selling
simply means asking prospect customers to buy more to the point, goods sales
membership is selling goods that will not come back to people who will.
Sales
membership creates satisfied customers, not just cash producing sales. For a
sales one made is ended but a satisfied successful sales consist of certain
element of:
-
It
induces other to buy a commodity of service
-
It
confers some need benefit on the purchase
-
It
is transacted at a price which yield a profit
CONSUMER
Consumer
simple means the last possessor of the last stage of production.
The
level 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 rights as consumer in their exchange
relationship with manufacturer of marketing intermediaries.
PRODUCT
A
product can be defined as a set of tangible physical attributes assembled in an
identifiable form e.g apple, orange, shoes, table etc. product attributes that
appeal to consumer motivation and / or buying pattern are insignificant in this
narrow meaning.
A
product may therefore be defined as a set of tangible and intangible
attributes, including packaging, colour size, price, manufacturers and
retailers services, which the buyer may accept as offering what satisfaction.
MAJOR PRODUCT STRATEGIES
Below
are five of the product mix strategies used by manufacturing and middlemen in
making their product.
Expansion of production mix: A product can be expanded by icnrasing the number of the
product lines and or increasing the depth within a line.
Contraction of product Mix: A product mix can be throne out by elimination an entire line
or by reducing the assortment within the line.
Product Positioning: The ability ot management to position a product appropriately in the
market could be a major determination of profit.
Trading up trading down: This strategy involves essentially an expansion of the
product line. Trading up means adding higher priced prestige products to a line
in the hope of increasing sales of existing low priced products.
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