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The Effectiveness Of Promotion In Manufacturing Industry
[A CASE STUDY OF BAGCO]
CHAPTER ONE -- [Total Page(s) 3]
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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 whom 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.
Also, one of 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 consumer as possible to choose their product over alternative product sale promotion is an effective strategy in an organization and is an important ingredient in most promotion program through which a consumer 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 promotion product, however, this shows that 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 compliment 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 goals effectively, execute their plan and evaluate their performance, the relevance of this paper to become obvious, its important to know the various promotional activities embark upon in selling of product and it’s 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. Sale promotion strategies can be development as a promotional goal.
Sale promotion can be defined as any marketing activities outside personal selling, advertising and publicity.
Also, sales promotion offers short term incentives. The customers to induce purchase for a particular product.
Sales promotion is used as a compliment way to other promotional strategies and action
THERE ARE DIFFERENT CLASSES OF SALES PROMOTION.
Consumer Promotion: This aims at generating sufficient sales promotion for a particular product which includes lottery, free sample and cash and trade discount introduction promotion, this is to increase sales promotion demand of industrial goods or product through quality trade discount, credit, sale, free sample and industrial exhibition etc.
Trade Promotion: this encourage the channel of distribution of purchase the product or an organization, this can be accomplished by means of competition among middle men.
Sales 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 is normally in conjunction with other strategies. A price reduction, for example will probably be supported with advertising. A new product would be introduce by a sales promotion campaign, an expansions of a territory.
The elimination of outlets. The promotional goal, the long serve the firm’s ultimate goal. The long run of profit.
The sale promotion is a selling activities that co-ordinate advertising and personal selling into an effective persuasive force. It’s claimed that sales promotion move buyer towards the product. Many sales promotion campaigns involves the use of incentive are something of financial nature added to an offer to encourage some over behavioral response.
a. Sample: to give out the sample free of charge to consumer.
b. Contest and games: this desires to win easy monetary reward via games of chanced 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 PROBLEMS OF THE STUDY
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 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 researcher.
Time constraint on the part of researchers due to the nature of the programme of hand.
1.3 AIMS AND OBJECTIVES OF THE STUDY
The researcher is mainly to examine the effectiveness of promotion in manufacturing industry by lying emphasis on BAGCO. Since inception of poly. Propylene bag BAGCO, which started with just forty (40) polypylene 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 sacwell don will. The advert reveals that it is sensible for industrial purpose.
CHAPTER ONE -- [Total Page(s) 3]
Page 1 of 3
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