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Sales Promotion As An Effective Marketing Strategy For Selling Consumer Product
[A CASE STUDY OF NIGERIA BAGS MANUFCATIRING COMPLANY, IKEJA LAGOS]
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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.
CHAPTER ONE -- [Total Page(s) 3]
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