The survival of any
business organization depend to a very large extent on the patronage that
it enjoys from those who 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.
And also one 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 consumers as possible to choose their product over alternative product.
Sales promotion is an effective strategy in an organization and is an important
ingredient in most promotion program through which a consumers 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 in consumer product,
however, this shows that the 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 complement 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 goal
effectively execute their plan and evaluate their performance, the relevance of
this paper to became obvious, its important to know the various promotional
activities embark upon in selling of product and its 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. Sales promotion
strategies can be development as a promotional goal.
Sales
promotion can be defined as any marketing activities outside personal selling,
advertising and publicity. Sales promotion is used as a compliment way to other
promotional strategies and auction.
There are different
classes of sales promotion namely;
Consumer
promotion; this, aims at generating sufficient sales promotion for a particular
product which includes lottery, free sample and cash and trade discount etc.
Introduction
promotion: This is to increase sales or demand of industrial goods or product
through quality trade discount, credit, sales, free sample and industrial
exhibition etc.
Trade promotion: this
encourage the channel of distribution ot purchase the product or an
organization, this can be accomplished by means of competition among middle
men. Sale 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 and is
normally in conjunction with other strategies. A price reduction for example
would probably be supported with advertising. A new product would be introduced
by a sales promotion campaign, an expansion of the sale promotion. The sale promotion
is been tenancies of a market shares, the expansions of a territory.
The elimination of our lets. The
promotional goal, the long serve the firm’s ultimate goal. The long run of
profit.
The sales promotion is a selling
activities that co-ordinate advertising and personal selling into an effective
persuasive force. 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 behavioural response.
a. Sample:
To give out the sample free f charge to consumer.
b. Contest
and Games: This desires to win easy monetary reward via games of chances 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 THE RESEARCH PROBLEM
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 the
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 the researcher.
Time constrain on the part of
researchers due to the nature of the programme of hand.
1.3 OBJECTIVES
OF THE STUDY
The research is mainly to examine
the effectiveness of promotion in manufacturing industry by laying emphasis on
BAGCO. Since inception of poly propylene bag BAGCO, which started with just
forty (40) Polypropylene 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 sac well don win” the advert reveals that it is sensible for
industrial purpose.
MANAGEMENT PLAN
The impact of the competition was
also felt when they introduced something similar as “BAGCO” a sub standard
product was not recites able. This was noticed after five years of excellence
performance (1996) by decline in sales but was tackled and ended by the
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 effectivness of the competitors. The research also made us to
see the responsibility of demand elasticity. It was demand for Bagco was Zero
and Inelastic perfectly unitary during the raining seasons which result in
increase in price to equal to the same percentage in quantity demanded.
It is also important for its part of
the requirement for the award of higher national Diploma in marketing in the
department of marketing Kwara State Polytechnic, Ilorin.
1.4 SIGNIFIANCE
OF THE STUDY
This study will assist in
formulating effective marketing programme in the manufacturing industry with
the aim of improving customers’ 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
AND LIMITATION 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 DEFINATION
OF TERMS
Sales promotion: sales promotion can be defined as any marketing activity outside
personal sense, promotion has been defined as any identifiable effort 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 incentive tools,
mostly short term design to stimulate greater purchase of particular product or
services by customer. Sale promotion is a variety short incentive used to
encourage trial purchase tool for consumer free goods point purchase display
etc.
The sales promotion is a selling
activities that co-ordinate advertising and personal selling into an effective
persuasive forces. It is claimed that sales promotion moves buyer toward 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 resposnse. 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 chance is now
spreading like wild fire.
Trade and show Exhibition: This is where they will demonstrate the product.
According to OSUAGWU AND ENIOLA
(1997) sales promotion has major effort which include:
To get
potential customers to buy a particular product they have use before.
To
encourage heavily and thick usage of product.
To suggest
new uses of product
To give
product a good image
According to STARTON AND FUTRELL
(1996). A sales promotional tool can be
classified into three to serve various
purposes, two categories are:
Consumer example include coupons
contest gift, free sample, sweep stakes, trade shows, exhibition, point of
purchase display product demonstration etc.
Middle men: example 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 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.
EDITOR SOURCE: Sales Promotion As An
Effective Marketing Strategy For Selling Consumer Products (A Case Study Of
Nigeria Bags Manufacturing Company, Ikeja Lagos)
