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CHAPTER ONE
Introduction
1.1 Background of the Study
Promotion
as we all know is an integral part of the entire marketing mix variable
and concepts. Promotion is done for all marketing activities to have a
feel of what the targeted market (consumers) feels or think about other
variables of the marketing mix.
Production and marketing of goods and
services make room for pricing placement and product. In promotion of
goods and services communication process techniques must be applied,
communication techniques have no dear demarcation from promotion because
both strives to create awareness in form educate, entertain, influence,
demand and create room for response and feedback.
Modern marketing
calls for more than developing a product, pricing it attracting and
making it attractive and accessible to target customers. It calls for
the need for companies and organizations to communicate through
promotion with their present and potential customers so as to be sure of
its market share, loyalty, degree and the strength technique of its
competitors.
Communication does not only inform and encourage buying
through its persuasive element promotion market is possible for
producers and marketers to keep abreast with information be it strategic
operational tactics that will help the promotion mix implementation of
the entire programme as regards to feedback and response communication
and promotion as carried out by many modern organizations and firms is
not only to influence and encourage buyers to accept and buy their
products, services or ideas as it is done these days. It is don’t to
enable organizations to establish a good reputation for trustworthiness
progressive and social responsibilities and status that will
automatically give such organizations or firms and edge over competitors
and rivals in the same filed.
Die to dynamism in technology and
computer advancement promotion and communication are changing overtime
and its viewed as the management and customer buying process overtime,
this includes the process involved in preserving, selling, consuming and
part consuming stages. Initially, in the past 8 years back promoting
tools and the communication process is just intended to persuade and
encourage the consumers to buy the products, but with great consumers
awareness and stiff competition between firms and industry the post
consumption stage is of major concern as the pre-selling and selling
stage respectively because most firms induce the post sales dissonance
so as to improve in the reputation and image in the eyes of the
consumer.
Presently, every stage of the communication and promotional
stage is attached with the same importance and this justifies the
reason for more funding of the promotional on improvement of sales
volume market share increases awareness, good consumer marketers
relational programme is one of the most important factors in product
marketing because all marketing activities depend on communication be it
internal or external, the aim is always to create awareness and
understanding of firms plan, infernally and firm sales volume share,
competitors, weakness, government policies and micro environmental
factors external.
Precisely, the impotence of promotion is product
marketing should be viewed as the positive element of marketing that
will nor only help to sell and increase sales volume but will help to
build the corporate image of the firm over a period of time and such
outstanding reputation will help to foster a good management -customer
relationship that will entail social responsibility and that marketing
concept of today.
Historical Background of UAC foods
UAC Foods a
division of UAC Plc was established in 1906 and was named Royal Nigeria
Company which because United Africa Company in 1945 comprises of 3
companies which were merged together and they are as follows:-
- PAN ELECTRIC
- REFRIGERATOR AND AIR CONDITION (R.A.)
- UAC NIGERIA LTD.
The researcher was made to understand that UAC Plc of Nigeria was with Unilever United Kingdom but during the 90’s UAC Plc, solely owned by Nigerians with the Federal Government of Nigeria with 6-% distributed to various shareholders UAC Foods produces consumable and ready made such as:-
- Snacks
- Farm and Poultry product
It was observed that most of the raw materials needed are locally sourced. UAC Plc has chains of branches in Nigeria but the researcher is giving special emphasis on Kaduna Branch. UAC Foods are located at No. 5 Gidan Nigeria, Ahmadu Bello Way by Leventis roundabout, Kaduna. It’s branches are at Kano, Jos, Maiduguri, Abuja, Port –Harcourt, Onitsha, Benin, Lagos, Ibadan. These branches are well staffed and serve as outlets for distributing various products of the organization to different parts of Nigeria. At the time of research the staff strength of the organization is 1,050 made up of skilled and semi skilled labour.
1.2 Statement of the Problem
The main problem that besieges organization as concern promotion tools used in project marketing is that of choice.
Considering
the different tools available to marketable such as advertisement,
sales promotion, personal promotion, personal selling etc, a decision
has to be taken on which world not be most effective.
Many
organizations have had problems in choosing the promotional tools and
they end up using channels which are suitable for ten that would be the
most effective shall depend on factors like availability of funds,
location of costumers, degree of competitors etc.
Another problem is
manner of conducting promotional techniques are shabbily put together
that end up repelling customers instead of appealing to them. Care is
often taken in selecting the kind of messages to be conveyed by
promotions. Many marketing organizations have the probes of not being
wailing to employ the services of promotions professional and instead,
they rely on internal personnel to do it for them. These more often than
not, lead to failure.
1.3 Objectives of the Study
The aim of this research is to specifically:-
- To uncover the root cause of the problems faced by the organization in promoting their product.
- To intensively study how the importance of motional tools can be used in product marketing.
- To comprehensively review how the various promotional tools are used in promoting products and to know if such promotions are helping the products and also creating awareness to the consumers.
It is indeed the researcher’s hope that by the time these objectives are achieved, a clear picture of the problems will surface and subsequently recommendations as to how to go about tackling the problem will be made.
1.4 Significance of the Study
Like in all research works, the significance of this study are:
- Increase and widen the scope of the researchers knowledge
- To educate and enlighten the public on the importance of promotional tools.
- To serve essential requirements and fulfillment of the award of National Diploma in Business Administration.
- To serve as good material for learning among students of various institutions.
- To assist organization to know the various problems, faced in using different types of promotional tools and how to amen such problems to be able to drive its overall objectives.
1.5 Research Question
1. Does appraisals importance of promotional tools uncover the root cause of the problem in marketing?
2. Does absence of promotion in production process affect marketing in every organization?
3. How does promotion review various tools in the production process?
1.6 Limitation of the Study
Limitation is
simply the difficulties the researcher may involve which may likely
frustrate the good quality of the research work.
Also, lack of adequate textbooks and write-ups that engaged with the topic also constitutes great problems.
Limitation
of the study is the inability of the respondents to answers some of the
questions in the research questions. This prevents one from carrying
out the research as extensively as intended.
Lastly, the branch of
the company was reluctant to discuss in details information relating to
their financial position and other confidential data. I was only
privileged to get the information used in this project because of my
experience in a private company.
1.7 Definition of Terms
Promotion could
be viewed as a combination and management of advertising, personal
selling sales promotion publicity and public relations so as to reach a
marketing goal of the organization goals both in short and long run. It
is the integral pat of all the communication concept of marketing.
Communication: It
is the process of information transfer between a sunder and a receiver
to enable the receiver understand the message of the sender and
appropriate acting taken. Promoting the same line is the coordination of
all sellers.
Initiated effects to set up channel of communication
and persuasion in order to reactivate the sales of a product services or
the acceptance of an idea.
Product Marketing: It is
the activities involved in the process of trying to sell a product.
These activities include the identification of consumers wants, needs of
the target market should be known before any tangible effort towards
marketing of the product can be achieved.
Goods and services cannot be sold to people that either have or do not need them.
The
idea of identification of consumer wants, it essential and it’s the
fundamental of all activities in the line of products. Marketing design
means of satisfying those wants is the next factors to be considered so
as to envisage the total features that will promote consumer buying sure
of a product. The next stage is the acknowledging of the importance of
the consumer to organizations lastly, the supremacy of the consumer
granting his freedom of choice, right to information, right to safety,
etc.
The right is to most vital factor under this stage and idea
of promotion and communication in product marketing comes in. The
importance of promotional tools in product marketing can be viewed as
the organization, coordination, planning of all promotional mix so as to
achieve the organization and consumer awareness objectives.
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