TABLE
OF CONTENTS
Title page
Certification
Dedication
Acknowledgement
Table of contents
CHAPTER ONE
1.1
Introduction of the study 1
1.2
Statement of the problem 7
1.3
Aims and objectives of the study 10
1.4
Scope of the study 12
1.5
Significance of the study 14
1.6
limitations of the study 15
1.7
Definitions o relevant terms 16
CHAPTER TWO: LITERATURE REVIEW
2.1
Concept of business organization 21
2.2
Types of business organization 24
2.3
Concept of promotion 27
2.4
Importance of promotion to an organization 30
2.5
Promotion tools 34
2.6
Rationale for the use of promotion tools by business organization 37
CHAPTER THREE:
3.0
Research Methodology 39
3.1
Definition of population 39
3.2
Sampling procedures 40
3.3
Sample size and distribution 43
3.4
Research design 48
3.5
Method of data collection 49
3.6
Sources of data collection 52
3.7
Types of data collection 54
3.8
Validity and reliability 57
CHAPTER FOUR: DATA PRESENTATION AND
ANALYSIS
4.1
Brief history of the case study 59
4.2
Data presentation and analysis 61
4.3
Discussion of findings 69
CHAPTER FIVE:
5.0 SUMMARY, CONCLUSION,
RECOMMENDATIONS
5.1
Summary of findings 71
5.2
Conclusion 73
5.3
Recommendations 74
References-
77
CHAPTER
ONE
1.1 INTRODUCTION OF THE STUDY
The concept of promotion of a particular product or
service by a firm or organization is to create awareness of the product or
service in order to promote sales of the product. Business activities all over the
world whether those engaged in production of goods or those that render
services, all have objectives to achieve that is how their products or service
get know to the consumer. This is done through promotion.
Promotion is any communication activity whose
purpose is to move forward a product or services. Promotion provides the
stimulus upon which sales progress is based on. Without promotion, business
remain stagnant, therefore, wealth and expansion of any business comes from
promotion, equally any expansion on introducing promotion, equally any emphasis
on introducing promotion to business also parallel with sales and expansion of
the business.
Through promotion, an organization attempts to
influence the sales of its products or services by increase the quality, the
price on a contribution of both to enhance its public image. Business men know
that is a better product is produced, hence the needs for effective and
efficient promotion.
In any organization, the level of promotion and
types of promotion incurred into the business is highly incomparable to one
another. Promotion is the only way to ensure survival in a technical market, to
maintain the economy. High volumes of sales can only be achieved through the
use of promotional tools like advertisement, sale promotion, public relation and
personal selling due to the fact that industrial markets are usually well
defined, the industrial goods manufacturer can make very good use of direct mail
advertisement such as postal advertisement consisting of letter and often sales
literature, directly, aimed at specific prospective purchases.
Although, the sophisticated use of the computer
enables direct mail techniques to be applied to consumer market, success rated
are generally lower than industrial marketing. This is partly because of the
difficultly in consumer markets of identifying the prime target audience and
partly because costs continue to escalate making direct mail, techniques
non-viable for low value items.
Nestle Nigeria
plc, is association with the company which has been voted as the larger food
company in the world, renowned for its top quality production, nestle Nigeria
plc began simple ding operation in Nigeria in 1961 and has today grown into a
leading food manufacturing and marketing company.
It is a publicly quoted company existing
since 1978 on the Nigeria stock exchange. 43% of its equity is owned by Nigeria
share holder while 57% is owned by nestle S.A of Switzerland, the company’s
head office and registered office is located at ilupeju Lagos state.
Nestle
Nigeria plc is the food beverage industry and its stated objectives is to
satisfy the requirement of consumers with high quality food products, mainly
before processing agricultural raw-materials into product long shelf life,
adopted to the tastes and food habit of the consumer.
The
company’s manufacturing facilities are located at Agbara industrial estate in ogun
state, which have been design in line with modern manufacturing methods
ensuring efficient production of the various product being manufactured infant
and deistic products like beverages and culinary product.
A
fully integrated plant producing concentrated sorghum mail extracts has been
built and commission at its AGBARA site with the assistance of its technical
adviser nestle Nigeria plc, at Switzerland. The company also produces
hydrolyzed protein-mix using local raw materials.
Nestle
Nigeria plc aims at optimizing its long term viability and has available to its
physical skilled human resources, high quality product, and high standard of
integrity, efficient management and access to the technical adviser. They
prompt their products through advertisement, sporting adviser, exhibition etc.
nestle Nigeria Plc often sponsor secondary schools and primary School by
organization. All secondary school basket ball competition and all primary
school football.
Nestle
Nigeria Plc promotes its product through exhibition. They provide an excellent
opportunity both for making prospective customers can be convinced of a
products performance an d valve to their business by reading about successful
application in competition organisation
They
also promote their product through selling. Selling industrial goods usually
requires a different emphasis by the salesman. The salesman makes for fewer
calls than customer goods, say two or three times per day as opposed to ten or
more, he spends a lot of time with each customers.
1.2 STATEMENT OF THE PROBLEM
The Nigeria economy has been unstable
since late 1981 due to oil guilt. This had an adverse effect on all the fact of
the economy. The more the federal governments try to caution the effect of the
unfavorable development with one form of policy or the other. So there is need
to find a way out.
Since the early 1960 commitment to
forecasting in organization at all types has grown steadily as several factors
have stimulated interest in the field. One of such factors is the need for
management to deal with on increase uncertain environment as that of
manufacturing company like nestle Nigeria plc. Forecasting allows operations
managers to resource from one product and the other increase.
Management as a subject and planning as
its instruct are faced with some problems which curtail its effectiveness.
These include all the activities and factors that do allow smooth running of
management which may include the following;
I.
Political instability
II.
Future uncertainty and lack of
communication
III.
Lack of commitment by managers
IV.
Poor mental ability of planners and
managers
V.
Lack of expert and trained and
experience personnel.
POLITICAL INSTABILITY: the
instability in our present day government has proved a great problem and
affecting the smooth running of business activities in our country.
FUTURE UNCERTAINTY AND LACK OF
COMMUNICATION: it could be somehow difficult and risky to
forecast with certainty and assurance what the future holdings. The world is
dynamic and changes every now and then this brings about seasonal changing in
planning and management.
LACK OF COMMITMENT BY MANAGER: many
managers and supervisor pay lips services to plans and management which
eventually result in lack of support and good devotion or time, skills and
knowledge on the part of workers and the manager.
POOR MENTAL ABILITY OF PLANNERS AND
MANAGERS: This
is as a result that many planners and managers are mentally poor and are not
capable of determine goals for the organization they could not easily execute
planes and propels effort to achieve it.
LACK OF EXPERT AND TRAINED AND
EXPERIENCED PERSONNEL: Management as a whole cannot be
fully run effectively and smoothly without help of skill, trained and expert in
the field.
From all that has been started above, it
is crystal clear that a study on forecasting is of great importance to most managers.
1.3 AIM AND OBJECTIVE OF THE STUDY
This
study is basically on the significance of promotion to business organization
which involves:
i.
To help to show information on how
people get to know the company for patronizing with particular activity adopted
by the company.
ii.
To show information on which of the
promotional tools to be used frequently by the company and effectiveness and
efficiency of promotion on the company.
iii.
To show the uncertainly and changes
since use operate in dynamic societies. To make management function to be
effectively done.
iv.
To show the importance of promotion in
an organization.
v.
To show the formulation of plans and
policies and making decisions to effect the plans and made it complete.
As a researcher of this topic, the
researcher’s aim and objective is to expose me to many roles and promotion in
an organization, and to know the feasibility study of business because one day
I might be an entrepreneur.
1.4 SCOPE
OF THE STUDY
The
scope of the study simply means the area of coverage of the study. The scope of
this will be directed towards;
i.
Conceptual scope
ii.
Industrial scope
iii.
Territorial scope
iv.
Time scope
A CONCEPTUAL SCOPE
Conceptual
scope has to do with the subject matter that the research covers. The
conceptual scope this study will focus on
i.
The relevance
ii.
The significance of sales promotion to
product sales in the nestle plc market.
INDUSTRIAL SCOPE
Industrial scope implies specification
of the industry of the study. As far as this research is concerned, the
industrial scope are the firm nestle Nigeria in the area specified that is
nestle Nigeria plc.
TERRITORIAL SCOPE
The
territorial scope is the land area; area within which the study covers the
territorial scope of this research will be within Lagos state.
TIME SCOPE
This study cover the period of writing this
project that is second semester 2014/2015 session. The time scope shall also
focus on the depth of the data to be collected on the study.
However, in this research the time scope
shall be limited to a decade (10 years) of the operational years.
1.5 SIGNIFICANCE
OF THE STUDY
The significance of the study cannot be
ruled, the study deal deeply on the effectiveness of the promotional tools used
in nestle Nigeria plc, limited ILUPEJU
LAGOS state such as making the target market aware of the existence of
particular product or services.
The study also covers the major
promotional tools likes advertising selling publicity and sale promotion and
also to know promotion tools have significance effect on the products.
The
study is more important to know when the hand of buyer, to know if the price
displayed or imposed on product service in nestle Nigeria plc compete with
other competitors.
The
study helps the company to improve quality of product personal selling which
seems to be a never ending process; it also helps the customers to have more knowledge
about the company’s product or service rendered.
Finally,
the study serves as a mean of communication to the customers and the entire
community.
1.6 LIMITATION OF THE STUDY
There
are inhibiting factors that have narrowed down this study. The first is that of
time constraint. This research would have been more successful than this but
research would have been more successful than this but there was no sufficient
time for the effective study of this research.
Secondly, financial constraints, this
stands as a big barriers as a lot of money were required in gathering relevant
data which could have jeopardize the full success of this study. Yet with the
assistance of parent, family.
Lasting, data problem, the response o9f
manufacturing were not encouraging in terms of release of data. They says they
cannot release some data for company protection and the perfect image of their
company. Some did not even welcome question regards to their company.
1.7 DEFINITION
OF RELEVANT TERMS
Every
organization is made up of human and physical resources. Promotion is the most
prestigious accolade for every organization.
The relevant terms of this project is
promotion, business, business organization section.
Promotion is one of the market mix,
element or feature and a term used frequently in marketing. The marketing mix
includes the four P’S
i.
Price
ii.
Product
iii.
Promotion
iv.
Place
According to ABDUL RAHEEM, I (2002)
define promotion as raising customer awareness sales and creating brand
loyalty. Promotion is also found in the specification of five promotional mix
or promotional plan.
These elements are personal selling,
advertising, sales promotion direct marketing, and publicity.
A promotional mix specified how much
attention to pay each of the five sub-categories and how much money to budget
for each.
A promotion plan can have a wide range
of objectives including sale increase, new product acceptance, and creation of
brand equity positioning, competitive retaliation, or creation of corporate
image. Fundamentally, there are three basic objective of promotion these are;
i.
To present information to customers as
well as other.
ii.
To increase demand.
iii.
To differentiate a product.
There
are different ways to promote a product in different areas of media promoters
use internet advertisement, special events, endorsement, and newspaper to
advertise their product. Many times with the purchase of a product there is a
incentive like discounts (i.e coupons), free items, or a contest. This method
is used to increase the sales of a given product. Promotion are also held in
physical environment at special event such as concept, festivals, trade shows,
and in the field such as in grocery or department stores interactions in the
field (i.e grocery and department stores) , allow customers to purchase the
brand or product immediately. The interactions among the brand and the
customers and performed by brands in physical environments.
BUSINESS ORGANIZATION
According to BABATUNDE .J. (1991), Define
business organization is an individual or group of people that collaborate to
achieve certain commercial goals.
Some business organizations are formed to
earn income for owner. Other business organization called on profit, are formed
for public purposes. These businesses often raise money and utilize other
resources to provide or support public programs.
ORGABNIZATION STRUCTURE
An
organizational structure reflects that shared values within the organization that
impact employee’s moral, communication and ultimately, since companies use
formal process and activities to promote team work.
However, much of an organization unique
culture company’s structure involves through informal channels for example, a
company’s culture can be affected by the way informal encounters.
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