- The Complete Research Material is averagely 52 pages long and it is in Ms Word Format, it has 1-5 Chapters.
- Major Attributes are Abstract, All Chapters, Figures, Appendix, References.
- Study Level: BTech, BSc, BEng, BA, HND, ND or NCE.
- Full Access Fee: ₦6,000
Get the complete project »
CHAPTER ONE
1.0INTRODUCTION
In this study, the main objective of promotional activities as stated by Engel et al (1979) is to facilities sales and also contribute to long run profit performance of an organisation. In economic terms, a firms goal in employing promotional programmes is to change both the shape and location of the demand pattern of it’s products. In this case it will not only increase it’s total demand at every price but will at the demand elasticity of the product, thus making demand inelastic when the price decreases.
For a business organisation to get it’s productions into the market and make significant market share, it takes the business organisation to communicate to both the present and potential customers about the existence of a particular product of all marketing activities it is only promotional programmes that gives the business firm the opportunity to communicate and link it’s present and potential customers. Basically, promotion is an existence in information persuasion, stimulation and communication. The promotion mix are inter-related and utilized in order to accomplish the overall objective of profit making, the two most widely used of these components are advertising and personal selling. Other promotional mix are as follows:
i. Publicity and sales promotional tools
ii. Public relation
iii. Market strategies which include
a. Market segmentation and
b. Branding
For an effective marketing programme, the total promotional activities must be coordinated writing the product planning, pricing and distribution, when the promotional tools are used in promoting a particular product been existence, it will yield effective result in high rate of purchase.
1.1BACKGROUND OF THE STUDY
Importance of promotion as one of the tools in marketing activities employed by business organisation in coping with competition so that the product of such company is continually demanded and huge return is realized on the investment.
Business organisations are facing massive competitive environment with economic recession and in other to service before they embark on marketing strategies that will create a way for their better competitive position. Today business organisations manufacture right products at right price and provide right distributive channel, but these are not enough they still need to communicate with the present and potential customers about the existence of such product where it can be bought and other information necessary for customer to love. Thus, of all marketing activities, its only promotion that gives the business firm the opportunity to communication and link with the customers.
Promotional activities helps the business achieve both it’s short and long run objectives by increasing sales volume and the profit of the company. To achieve over all goal therefore, management must coordinate other marketing programmes such as pricing, product, planning and place with promotion such that they work as a system for effective results.
Promotional programme cannot be emphasized, it is recognized as a powerful tool in both the servicing and manufacturing industries. The significance of promotion as a strategy is now on the increase unlike before. In recent times, expenditure on promotion like increased rapidly. Promotion programmes, while growing the importance is also being integrated into the total marketing programme and it is introduced right at the inception of the planning and not tackled on afterward.
Promotion activities, especially the “sales promotion” are receiving increasing management attention such that the instrument is now handled and treated as a “surviving campaign tool” in the Nigeria market. In recent times, Nigerian are witnessing series of promotion activities by both servicing and manufacturing companies. The idea is normally in two folds, both the advantages of the consumer and the organisation marketing the campaign. The consumers is given the chance to add value to his or her purchasing power through incentive or prizes, on the other hand, the company has the opportunity to increase it’s sales, profit, market shares and old a market leader position, thus making the competitors it’s followers. Promotion now occupies a central position in the total marketing system, communication process, it makes the business organisation to observe the marketing concept philosophy that is, it seeks to provide consumer with satisfying products, provide necessary information to the consumer and organisation and also provide profit to the company. A well-coordinated promotion programme tends to work systematically with other marketing mix and this gives a successful result. Promotion helps the organisation in the realisation of its numerous objectives. However, management is faced with the problem of deciding how much promotional effort economically justified in ensuring that the business form is placed and continuously occupy a better competitive position such that is various objectives are not least optimized.
It is no doubt that the finding in the study will be useful to the company and other companies of same manufacturing companies.
1.2SCOPE OF THE STUDY
This study focus on the effect of promotion strategy of a company in the performance of profit realisation on existence product in the market. It serves as an instrument to market and persuade the present and potential customers of their purchasing power, so as to company or the organisation to accomplished the right result.
1.3OBJECTIVES OF THE STUDY
Basically, promotional activities happens to be the main instrument used to facilitate sales and thus contribute to long run profit performance of an organisaiton. The forms of promotional mix that yields company’s profitability comprises of those campaign tools, such as:
i. Sales promotion been the action – oriented and hysterical aim of marketing operation.
ii. Publicity and public relation which aim at image building for the organisation and it’s products.
iii. Advertising, which lays emphasis on information and has an effect, sales promotion is shorter and emphasis is on prompt purchase decision.
1.4PURPOSE OF THE STUDY
The purpose of this project is:
1. To determine the impact of promotional strategies on an organisation profitability performance.
2. To determine the response of sales to promotion activities.
3. To determine the trend and changes in the company promotional activities in the recent companied to the effectiveness of control mechanism as regard the implementation of the promotional programme.
4. To determine promotional as an element of marketing mix, it’s importance and relationship with other marketing tools as they work together as a system towards the realisation of both the marketing and organizational objectives.
1.5LIMITATION OF THE STUDY
It cannot be asserted that is on only promotion that has effect on profitability performance of an organisation, since there are other factors that can be use such as price, place, cost, demand, management and environment etc. The scope will be limited only to the effect of promotion of specified organisation on it’s profit performance, other factors are considered constant for proper analysis.
1.6DEFINITION OF KEYWORD
i. Marketing: Is a designed to plan, price promotes and distribution of goods and services to customers of an organisation.
ii. Promotion Strategy: It is a means used by companies to communicate to their promotion mix includes advertising, public relation, sales promotion as publicity.
iii. Promotion: It is design and management of marketing sub-system of an organisation for the purpose of informing and persuading present and potential customer’s of the company.
iv. Sales Volume: This is a detailed study of a company net sales volume, profit and lost statements.
v. Market Segmentation: This is designed to determine the differences among potential buyers i.e. their buying habit or pattern.
vi. Branding: This is designed to entails uniqueness of a particular product of an organisation.
vii. Advertising: This media lays emphasis about passing information to the pubic about new product that is in existence, so as to create awareness and persuade the potential consumer for patronage.
You either get what you want or your money back. T&C Apply
You can find more project topics easily, just search
-
SIMILAR MARKETING FINAL YEAR PROJECT RESEARCH TOPICS
-
1. THE MARKETING SEGMENTATION AS A MEANS OF ORGANIZATIONAL PERFORMANCE
» CHAPTER ONE INTRODUCTION 1.1 BACKGROUND OF THE STUDY It is usually impossible for a particular organization to have a comprehensive knowledge of all t...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
2. COMPUTERISED ACCOUNTING AND FINANCIAL REPORTING A CASE STUDY OF STANBIC BANK GARDEN CITY BRANCH
» CHAPTER ONE 1.0 INTRODUCTION This research paper pursues the concept of computerized accounting and financial reporting. First and foremost, where as ...Continue Reading »Item Type & Format: Project Material - Ms Word | 40 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
3. PRODUCT DEVELOPMENT IN THE CABLE INDUSTRY: PROBLEMS AND PROSPECT. (A CASE STUDY OF CUTIX CABLE PLC NNEWI ANAMBRA STATE)
» ABSTRACT This research work is aimed at identifying some of the variables affecting new product development in the cable industry using Cutix cable Pl...Continue Reading »Item Type & Format: Project Material - Ms Word | 50 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
4. FOREIGN EXCHANGE MARKET: PROBLEMS AND PROSPECTS IN NIGERIA ECONOMY (A STUDY OF UNION BANK OF NIGERIA PLC)
» CHAPTER ONE 1.0 Introduction 1.1 Background of the Study Industrial firms are very important component of any developing nation due to economic and so...Continue Reading »Item Type & Format: Project Material - Ms Word | 92 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
5. ASSESSEMENT OF PERFORMANCE OF FEMALE MARKETING EXECUTIVES IN COMMERCIAL BANKS IN NIGER STATE, NIGERIA
» CHAPTER ONE INTRODUCTION 1.1 Background of the study The female executives that are working in banks today making use of this opportunities, not only ...Continue Reading »Item Type & Format: Project Material - Ms Word | 118 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
6. COMPARATIVE STUDY OF BANK CHARGES FOR SELECTED COMMERCIAL BANKS PRODUCT IN ENUGU
» CHAPTER ONE INTRODUCTION One thing that is permanent, in this world is change. Due to the fact that the world is dynamic, things must keep on changing...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
7. MARKETING OF CHURCH SERVICES IN A CONTEMPORARY SOCIETY
» CHAPTER ONE 1.1 BACKGROUND OF THE STUDY Marketing as a profession consists of all individuals and organizational activities designed to facilitate and...Continue Reading »Item Type & Format: Project Material - Ms Word | 61 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
8. AN ASSESSMENT OF THE IMPACT OF IMAGE LAUNDERING PROGRAMMES OF NIGERIA POLICE FORCE ON NIGERIANS: A STUDY OF SOUTH-EAST GEO-POLITICAL ZONE
» CHAPTER ONE INTRODUCTION 1.1 Background to the Study The police force is regarded as the most visible governmental agency through which the character ...Continue Reading »Item Type & Format: Project Material - Ms Word | 88 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
9. MARKETING OF BANKING SERVICES (A CASE STUDY OF FIRST BANK PLC)
» BY CHAPTER ONE 1.0 INTRODUCTION 1.1 BACKGROUND OF THE STUDY A bank is a financial institution licensed by a government. Its primary activities include...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT
-
10. ORGANISATIONAL CITIZENSHIP BEHAVIOUR AND CUSTOMER RETENTION
» Abstract This study examines the relationship between organizational citizenship behavior and customer retention in selected hotels in Port Harcourt. ...Continue Reading »Item Type & Format: Project Material - Ms Word | 31 pages | Instant Download | Chapter 1-5 | MARKETING DEPARTMENT