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ABSTRACT
Sales promotion is a very vital activity of any organization, before
an organization makes a head way, it must adopt an effective sales
promotion strategies for the marketing of its products.
This
effective sales promotional strategy will help to create adequate
awareness of the product and persuade consumers to buy from describe how
NASCO Foods LTD., adopted an effective sales promotion strategy for the
distribution of NASCO foods.
This is done by using an adequate media
that will suite the particular strategy and the consumers will be
satisfied and the consumers will be satisfied with the product by having
it where and when they are need.
It is hoped that this study will
and managers in choosing an effective sales promotional tool that will
contribute tremendously to the growth of their organization.
CHAPTER ONE
1.1 BACKGROUND OF THE STUDY
Sales promotion is
recognized worldwide as a tool of marketing. It is the one of the
marketing communication mix. According to Iferve (1990:152) there are
two schools of thought in the area of communication mix.
The first
school of thought hold the board view which says that each of the 4ps
(product, price, place, promotion) belongs in the marketing
communication mix. The second school of thought holds the nargrow view
which says that communication mix consists of marketing tool under
“promotion” that are mainly “promotional in nature”
Looking at the
diagram below shows that marketing communication mix consist of
marketing tool under promotion. This can illustrate thus;
Similarly,
the authors Ernest Adirika, Bona Ebue and Dorothy Nnolim (1996:87)
writing about marketing communication mix are of the opinion that the
marketing communication mix is made up of advertising, personal selling,
sales promotion and publicity programmes. They are called the
promotional mix variables.
Irrespective of the varied opinions of the
school of thought as was pointed out by Iferve (1990) there is
concerned in their belief (i.e thinking) marketing. It is consensus that
promotion is an aspect of the marketing.
Communication mix, it is an
integral part of the various activities which the marketing
communication (marketers) most concern himself within order to ensure an
enhanced sales of his organizational products and to achieve his
organizations set objectives. But what actually is this concept, sales
promotion.
1.2 STATEMENT OF THE PROBLEM
Misconception of the
public that advertising is the only tool for making product sale,
promotion is rather a more effective point of sale decision making.
While
advertising is a general statement about the existence of the product
giving the general information about the product, sales promotion
influence choice of consumers in making a particular.
Choice:- This
is so because the products profile may be generally range bout promotion
will single out the inducement in choice vis-à-vis a completion product
offering the same satisfaction or values for example in the soft drink
where coke-cola, 7up are offering the same on either of them will make
consumer shift creating an immediate market for it, despite the fact
that the other product, has similar equivalent satisfaction e.g. the
coca-cola mega millions promotion is an incentive for people to buy more
of their products.
Since the ultimate goal advertising is to make
consumers aware of a products existence and quality is the final
inducement to affect a choice.
The conflict between and advertising
and sales promotion is thus clear as it is the final push for a consumer
to make his references and it is thus more aggressive to the consumer
ordinarily, general advertising and promotion can create a price between
producers generated from the type of promotion adopted by companies. It
can be safely stated that no matter the quality of the goods offering
the same satisfaction within a product range promotion pins down the
consumers or customers final choice, this is so because the products
offer very close satisfaction ordinarily and only little differentiation
by way of packaging promotions and other offering. Further example can
be seen in the way some of them are seen in the way some of these soft
drink market. The shape of the bottle, colour, volume and price are of
standing out from the competitors offering. As stated earlier, promotion
is a highly, sensitive technique push competitors out of the market and
can be dangerous at times. The danger is often generated by the
reaction of the competitors in the market by way of challenge.
The
effect can be so devastating that profits can be eroded by trying to
challenge the other companies offering thus smaller companies can be
forced out of business in an attempt to meet the challenges of
competition companies with larger resources.
1.3 OBJECTIVES OF THE STUDY
This studies “the
compact of sales promotion in distribution of new products. A case study
of “NASCO FOOD LTD” has the objectives of:
1. Finding out if sales promotion played a role in the distribution of NASCO Food LTD at the introduction phase of this product.
2. Determining to what extent promotions played this role of enhanced distribution of NASCO food Ltd .
3. Finding out if back of sales promotions would affect and effective distribution of new products.
1.4 RESEARCH QUESTION
(1) What is the role of sales promotion in Nigerian modern organization?
(2) What are the achievements of sales promotion in NASCO Food Ltd?
(3) What are the strategies of sales promotion used in NASCO foods Ltd?
(4) To what extent have sales promotion increased sales in NASCO foods Ltd?
(5) How often does NASCO foods embark on sales promotion?
1.5 SIGNIFICANCE OF THE STUDY
Ikechukwu Nwosu and
Uchenna Ekwo (1990:316) wrote concerning sales promotion in Nigeria.
According to this authors, even though sales promotion gained real
recognition as a total of marketing in Nigeria as far back as the early
1960’s. It is only in recent years that it’s use became very wide spread
in the country.
To gain such wide recognition in third world
country, such as Nigeria, no doubt, suggests that sales promotion has
some of important roles it can play. It should have a peculiar and an
invaluable role, which no one can rightly ignore or deny. Sale
promotional activities in Nigeria dated leave to the multi-national
trading companies like the Levantines Kingsway and U.T.C. stores, whose
main promotional activities came mainly in the form of money off offers
and offer gifts items like balloon and Christmas tree.
Such offers in
those days were leveled up by intensive publicity and advertising to
draw the attention of the public or consumers to them.
The major objective/importance of sales promotion is its ability to move sales above the existing level.
Ernest
Adirika, Bona Ebue and Dorothy Nnolim (1996:90) stated the importance
of sales promotion, please permit me to quote verbatim.
1.6 SCOPE OF STUDY
The roles of sales promotions
in the distribution of new products. A case study of NASCO Ltd “Shall
cover such areas that are purely promotional in nature. Only a cursory
reference shall be made other aspects of Non-personal marketing
communication mix as epicted in diagram 1 of this chapter. It may also
touch some aspects of personal marketing communication.
1.7 DEFINITION OF TERMS
Ernest Adirika et al
(1996:142) defined “sales promotion as that something extra that can
arouse interest, create a buying desire, spark an immediate reaction
from customers, middlemen or company’s sales force.
Ikechukwu Nwosu
(1996) say “sale promotion” can be seen as one of the vital components
of promotional mix” it can be seen as a form of “incentive marketing” it
is a concept used to special kind of sales accelerating activities not
necessarily classified as advertising personal selling or seller
initiated activities that supplement both advertising and personal
selling and render them into a more effective persuasive force (Ifeve
1990:144).
Sales promotional activities are directed to consumers,
middlemen or the firms own sales force. The sales promotional tools
could be grouped into:
(a) Consumer promotion (coupons, premiums, samples money refunds, price-off, contests, demonstrations).
(b)
Trade or dealer promotion (free goods, merchandise, allowances,
cooperative advertising, buying allowances, dealer sales contest) and
(c) Sales force promotion (sales contest, special bonus, sales meeting?
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