ABSTRACT
Definition of public Relation is a deliberate, planned and
sustained effort to establish and maintain mutual understanding between
organization and it’s environment. Promotion is one of the four manager
variable with which the marketing manager communicates information between the
sellers and buyers in order to change the attitude and behaviour of both
parties.
This study aims at identifying
the variable that inhabit the achievements of marketing objectives of firms and
organization. By so doing the researcher
desired to investigate the effect of good public relations and promotions of
companies using Nigeria Breweries Plc, as case study.
The Researcher used simple
random sampling and stratified sampling technique in selling her sample. The two major instruments of data collection adopted for the study are questionnaire and structured Oral
interview. It was discovered from the
finding made that.
a.
Nigeria Breweries Plc acknowledge the positive impact
of good public relations and promotions on their staff performance and
organizational out-put
b.
The improvement in their volume and revenue is as
result of organized public relations strategies and promotion techniques.
c.
Public relation and adequate promotional tools are not usually exclusive rather they tend to
complement one another to achieve better result.
From the above discovering made
the researchers deduced some recommendations which include:
(a)
There is need for a more motivational system of public
relation and market promotions to enhance productively and sales volume of the marketing companies.
(b)
The print media should be combined with the electronic
media in other to yield better productivity.
(c)
A good public and promotional strategy must be
sustained through research. Well-managed feed back transparent honesty
and truthful information.
The management of Nigeria
Breweries Plc should endeavour to adopt effective promotional strategy and
public Relations to enhance their market strength win testing the hypothesis,
statistical coefficient (superman) correlation ship was used at the end of the
analysis the null hypothesis (H.O) falls within the region of the rejection
while the alternative hypothesis (HA) fall
within the region of acceptance.
TABLE OF CONTENT
Title page II
Dedication IV
Acknowledgement V
Abstract VII
Table of content X
CHAPTER ONE
1.0
INTRODUCTION 1
1.1 Background of
the study 1
1.2
Statement of the problem 6
1.3
Objectives of
the study 7
1.4
Scope of the study 8
1.5
Research question 9
1.6
Hypothesis 10
CHAPTER TWO
2.0
Literature review 13
CHAPTER THREE
3.1
Research method 38
CHAPTER FOUR
4.1
Presentation Analysis of Data 43
4.2
Testing of hypothesis 46
CHAPTER FIVE
5.0
Discussion of findings 52
5.1 Summary
Recommendation and Conclusion 56
5.2
Recommendation 57
5.3
Conclusion 58
5.4
Contribution to knowledge/Research 59
5.5
Area of further Research 59
5.6
Biography 61
5.7
Appendix 64
5.8
Questionnaire 65
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CHAPTER ONE
1.0 INTRODUCTION
In the recent past,
public relations was regarded as publicity, but currently publicity is regarded
as one of the tools of public relation.
This is because of the vital roles public relations is performing in the
society now which among others involves a revaluation of public attitude
identification of the policies and procedures of an organization or individual
with respect or individual with respect to attitudes values comprehensive
functions and medium of creating awareness.
Public relations also determines the activities to be executed in order
to improve or maintain those candidate treasures taken by an individual or an
organization to maintain the good image
of the organization and to keep a carelial relationship with it’s environment. This could be done through welfare packages,
advertising, publicity or adequate promotions and marketing strategy. A manger can afford this bearing in mind that
the analysis offernels implises the application of research techniques
before planning a programme that any
attempt to present a biased information on the activity of the company or
potency of their products which is not based on truth and honesty purpose will
yield unfavourable result to the image of the organization. He should also bear in mind that the
successful implementation of product cannot be done haphazardly or
carelessly. This is invoice of the fact
that marketing as a process of planning
and execution of conception, promotion and distribution of ideas, good and
services through a good public relations
in order to create exchange that satisfy
individual and organizational objectives. Is as old as the inception of buying and
selling.
Arise when at least one party to potential exchange, gives
through to the objectives demand means of achieving desire responses from other
parties.
This desire with good foresight has led to an advanced
philosophy of modern marketing calls for more than developing a food product or
service moderate and attractive price or making the product accessible to
targeted customers through advanced public relation strategies. In this dispensation, the company should design good disseminate information about the
product or services existence features and arms, and how this will benefit the
market. Every organization performs the
role of communication market and promoter.
These service more often are done through the hiring of sales force and
good strategy (to carry out persuasive messages) advertising agencies to develop
sales campaign and public relations firms to enhance the company’s image
customers confidence are built through effective communication and promotion
tools. Promotion is one of the four
major variables with which the marketing
manager communicates information between seller and a buyer in order to change
the attitude and behavour of both parties.
It performs the role of
persuasive influencing and information.
These three are inter-related because to inform is to persuade and
conversely, a person is persuaded.
The promotion strategies inetude advertising, sales
promotion, personal selling and public relation. Among these promotional tools, personal
selling public relations and advertising are perhaps most important since they
dominate the major resources allocation by firm to promote their products or services. The importance of promotion has been out of
the fact the physical distance between producers and customers are increasing
and also because the number of potential customers are growing. This there fore means that for there to be effective marketing of commodities,
promotional strategies must be able to satisfy
the following objectives Demand
stimulation, information dissemination and maintenance of stable sales.
Nigeria Breweries Plc is a renowned marketing company with
its Headquarters situated in 9th Mile Enugu State of Nigeria. This organization has many branches in the
federation. This company is a marketing
company presenting more that five hundred staff under it’s employee all over
the federation out of this number, more than 150 staff written the range of
Senior staff while the remain area either middle or Junior staff. The firm has been recording rapid progress in
their annual report passed through lots of precarious and turbulent situations
due to poor sales and other problems.
This researched work therefore is bent on investigating on the effect of
good public relation and organized promotion on the achievement of marketing
services, using Nigeria Breweries Plc as case study. Company’s image customers confidence are
built through effective communication and promotional tools. Promotion is one
of the major variables with which the marketing manger communicates information
between seller and a buyer in order to
change the attitude and behaviour of both parties, it performs the role of
persuasion, influencing and information.
These three are inter-related because to inform it to persuade and
conversely a person is persuaded.
The promotional strategies include advertising, sales
promotion, personal selling and public
relations/publicity. Among these
promotional tools, personal selling public relations, and advertising are
perhaps most important since they dominate the main resources allocation by
firm to promote their products or service.
The importance of promotion has been out of the fact the physical
distance has been out of the fact the
physical distance between producers and customers are increasing and also
because the number of potential customers are growing. This
therefore means that for there to be effective marketing of commodities,
promotional strategies must be able to satisfy
the following objectives demand stimulation, information dissemination
and maintenance of stable sales
Nigerian Breweries Plc is a renowned marketing company with
its Headquarters situated in 9th Mile in Enugu State
of Nigeria. This organization has fifteen branches in 15
state of the federation. This company is
marketing company presenting more than five hundred staff under its employee
all over the federation out of this number more than 150
staff sells written the range of senior staff while the remaining area
either middle or junior staff. The firm
has been recording rapid progress in their annual report passed through list of
precarious and turbulent situation due to poor sales and other problem. This researched work therefore is bent an
investigating on the effect of good public relation and organized promotion on
the achievement of marketing serves, using Nigeria Brewery
Plc as case study.
1.2 STATEMENT OF PROBLEM
Experience have
shown that development grow and survival of service and commodity industries
like the marketing firms depends much on
their ability to maintain good public relation, communicate effectively with
customers and fashioning out a good and
effective promotional and marketing strategies.
The management of most commodity services and marketing firms faces the
problem of identifying the actual effect of public relations. Promotional and market strategies on their
organizational objectives. The
aim/problem of this researched is to examine the promotions and adequate
control affecting the marketing objective of Nigeria Breweries Plc. The impact of there variable in term of its
revenue generation profitability sales volume and provision of better services
will be examined.
1.3 OBJECTIVE OF THE STUDY
It is the intention of the researcher to carry a held
detailed research work that will:
a.
Discover the extent good public relation, and organized
promotional strategy and marketing
techniques has affected the achievement of Nigeria Brewery Plc
b.
Hoe effective
and rewarding promotional strategies and tools has enhanced the organization
operational performance.
c.
Evaluate the public relation and promotional strategies
adopted by the firm to market their product and services.
d.
Whether these promotional public relation have any
positive impaction sales volume of Nigeria Breweries Plc and effect of the Nigeria limited
and
e.
The effects of the external environment on these
strategies (which has hindered or promoted it’s activities).
1.4 SOURCE OF THE STUDY
The intension of this study was to discover the extent to
which the use of good public relation, affected the marketing objective using
Nigeria Brewery Plc as my case
1.5 SIGNIFICANCE OF THE STUDY
The significance of the study rest on the fact that ot
would help to set standards to achieves profitable
results using plans that are effectively controlled and monitored. For example high marketing objectives will be achieved since
sources of complexities would have been discovered and resolved before revenue
collection.
The study will also suggest how
firms can effectively control their
operations for successful results, influencing customers through good public
relation and adequate promotional strategies and increase productivity and
sales volume through effective control and marketing strategy.
This study will also
act as a good referential material for scholars carry out a study of this kind.
1.6 RESEARCHED QUESTIONS
The researcher drew four question to guide his study. They comprise:
a.
To what extent has effective control good public
relation and adequate promotional strategies contribute to the achievement of
organizational goods and market objectives.
b.
How effective is the motivational aspect of the sales volume and promotional
strategies in Nigeria Brewery Plc
c.
What are the major factor responsible for high sale
volume and achievement of organization marketing objectives.
d.
What factors hinders the actualization of marketing of
Nigeria Brewery Plc.
1.7 HYPOTHESIS
Ho: Good
public relation and adequate promotions
have no significant impact on the marketing objective of firms.
1.8 LIMITATION AND
DECLIMITATION OF SUDY
The study was intended to cover all the basic concept and
practice of effective control, good
public relation, promotions and activities of marketing Development of Nigeria
Brewery Plc to achieve enhanced marketing objectives. The researcher desired to travel to all the
branches of the company to find out how these mentioned variables have enhanced
the achievement of marketing objective the firm.
But due to problems
of the time and financial constraints that did not ask for more extensive study, the researcher limited
her scope of study to the headquarters of the firms at 9th Mile so
as to carry out meaning research works.
1.8 OPERATIONAL DEFINITIONS
a.
Promotion: Is an
exercise in information persuasion and influence
b.
Promotional Strategy: This is the combination of all the promotion
which comprises personal and
non-personal of communication.
c.
Marketing :
This is a process of planning and executing the conception, promotion
and distribution of ideas, goods and service to create exchange that satisfy
individual and organizational objective.
d.
Customer or consumer : These are the target
group to whom products and services are produced for.
e.
Advertising : This is the creation of awareness
appeals to a large audience by providing information on the products and
services available for disposal.
f.
Effective : This refers to the process of
producing advising result
g.
Control : The process of devising was and means
of ensuring that every thing is going as planned.
h.
Management control: This is usually perceived as
seed back system to ensure manage and measure actual performance compare this
against standards and identify and deviation.
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