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The Effectiveness Of Promotion In Manufacturing Industry
[A CASE STUDY OF BAGCO]
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MANAGEMENT PLAN
The impact of the competition was also felt when they introduced something similar “BAGCO†a sub standard product was not recites able.
This was notices after five years of excellence performance (1996) by decline in sales but was tackled and ended by 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 effectiveness of the competitors.
The researcher also made us to see the responsibility of demand elasticity. It was demand for BAGCO was zero and inelastic perfectly unitary during the raining season which results in increase in price to equal the same percentage in quantity demanded.
It’s also important for it’s part of the requirement for the award of higher national diploma in marketing in the department of marketing kwara state polytechnic Ilorin.
1.4 SIGNIFICANCE OF THE STUDY
This study will assist in formulating effective marketing programme in the manufacturing industry with the aim of improving customer’s 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 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 LIMITATION AND CONSTRAINTS TO THE STUDY
In other to complete this study successfully, the researcher is likely to be confronted with a lot of problems among which are limited funds, problems in getting maximum cooperation from, the respondents and of course necessary academic work which limits the time available to the researcher, with these an incorporative attitudes of the respondents not with standing, the researcher was still able to cope favorably with all these limitations.
CONSTRAINT TO THE STUDY
DEFINITION OF TERMS
Sales Promotion: sales promotion can be defined as any marketing activity outside personal sense, promotion has been defined as any identifiable efforts 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 intensive tools mostly terms design to stimulate greater purchase of particular product or service by customer. Sales promotion is a variety short incentive used to encourage trial purchase tools for consumer free goods point purchase display etc.
The sales promotion is selling activities that coordinate advertising and personal into effective persuasive forces. 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 behavioral responses. 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 a chance is now spreading like wild fire.
Trade and show exhibition: this where they will demonstrate the product.
According to researcher sales promotion has major effort which include.
To encourage heavily and thick usage of product they have use before.
To suggest new uses of product.
To give product a good image
According to researcher, a sales promotional tool can be classified into three to serve various purpose, two categories are
Consumer example includes coupon contest gift, free sample, sweep stakes, trade shows, exhibition, point of purchase display product demonstration etc.
Middlemen: Examples 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 want, designing the product so that the consumer can buy it and the manufacturer will also benefit in terms 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 organizational goals.
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