CHAPTER ONE
1.1 INTRODUCTION OF THE STUDY
Sales
promotion is a very important promotional mix in marketing because it plays a
very important role for the survival of a new and existing product; it helps to
develop the economic of the country. Sales promotion also offer short – term
incentives to the customer to induce purchase for a particular product, it is
therefore said that, while advertising offer a product with a reason to buy,
sales promotion offer the product with an inventive to buy.
In other
word, sale promotion also serve as a strategy of achieving cooperate objective
in Nigeria, It also play major role through this it build product awareness,
sales promotion techniques are highly effective in exposing customers to product
for the first time and can serve as key promotion component in the early stage
of new product awareness, several sales promotion techniques posses the added
advantage capturing customer information at the time of exposure to the
promotion. Interest can also be create through sales promotion because marketer
find that sales promotion are very effective in creating interest in product,
infect creating interest in often considered the most important use of sales
promotion is also to build demand by confusing customer to make a purchase
special promotion especially those that lower the cost of ownership to the
customer (example price production) can be employed to stimulates sales for the
cooperate objective to be achieved in an organization some of the sales
promotion techniques are game, context, premium, product demonstration, point
of purchase (P.O.P).
The
negative effect of sales promotion is it will yield fast and measurable
responses in sales but it will not yield new loyal nor term buyer in nature
markets.
1.2 STATEMENT OF THE
PROBLEM
This researcher study will
generate answer to most of the question that constitute the problem of this
research they are:
1.
Does sales promotion as a marketing strategy can be use to achieve
the cooperate objective.
2.
To what extent did sales promotion satisfy an organization in term
of achieving cooperate objectives.
3.
Does sales promotion as a marketing strategy has any effect on
achievement of marketing objective.
4.
Is there any correlation between sales and sales promotion.
1.3 AIMS AND OBJECTIVE OF
THE STUDY
General aim is to find
solution to poor performance of a product in market.
1.
To find mean for increase sales
2.
To find how revenues can be improved
3.
To find how increase market share
General
objective is to find how organization will survive, specific objective are:
1. To improve sales value
2. To improve standard of
living of the society
3. To grantee survival for the
company
4. To keep on encouraging
people to buy during off season.
5. To encourage present
customer to interest their purchase capability.
1.4 SIGNIFICANCE OF THE
STUDY
Since all organization and business have come to realize the
important of sales promotion for achieving the organization objectives, this
study is of immense value or benefit to the following:
1.
Academic
2.
To market
3.
Industry
4.
To government
5.
Researcher.
1.
Academic: This study has a vital
impact to play academically as it will effective contribute to both knowledge
of the researcher and academy in general. It will contribute to marketing
literature which will serve as reference point.
2.
To target market: It is of significant to buy
or the target as it create awareness, educate and appealing to the consumer on
a particular product dissonance.
3.
Industry: This study is of significant
to the manufacture as it enable them to chose an appropriate and understand
effectiveness of sales promotion for the sales of the product and benefit
derived from the product both local and international market, that will improve
the profitability of the expansion.
4.
To government: It will improve revenue base
for the government collection to taxes.
5.
Researcher: It is significant to the
researcher because it widens the knowledge of the writer and serves as
intellectual exercise likewise and serves as intellectual raise likewise it is
require partial fulfillment of the requirement for the aware of higher National
Diploma (HND) in marketing.
1.5 SCOPE OF THE STUDY
The scope of the study means the encourage in the process of
understanding this research work, basically the area of coverage of this study
area:
1.
Conceptual scope
2.
Geographical scope
3.
Time scope
4.
Industrial scope
1.
Conceptual scope: for simplicity of the
study, the conceptual scope of the study will base on application of sales
promotion hence, emphasis will be laid on marketing strategy on product performance
in the market.
2.
Geographical scope: The geographical scope of
this stud is
in state,
and all the information used were gathered in .
3.
Time scope: This cover the periodic
depth of the study. Therefore the four scope of the study is three (3) years
back. All the will be the on that fall between 2008 – 2010 what happen is what
we want to evaluate and make used of it, this however made the project to be
made reliable and achievable.
4.
Industrial scope: The company that thus study
covers is Etisalat communication company Plc. The company product is to provide
good and effective communication through telecommunication process.
1.6
LIMITATION AND CONSTRAINTS
There are
different types of obstacles accruing during bus research work: among these problems
include the following:
1.
Time
2.
Financial constraint
3.
Respondence
4.
Geographical
1.
Time: Time constraint is one of
the major problem that come up when making a research work, due to the time
stipulated on the research work done to the lecture and tutorials that needs to
be attending to but at the end of the researcher was able to adjust and make a
proper planning for the research work.
By going
for lectures from Monday to Friday and the lectures finish around . The remaining time include the
weekend to carry out the research work through the plans the research work come
out positively.
2.
Financial constraint: Money serves as a very
difficult problem but thank be to God because I are able to solve it by getting
finance this project.
3.
Respondence: Another problem encounter by
the research in carrying out this work was response majority of the respondents
(Etisalat staff) felt reluctant to supply useful information in connection with
the questionnaire supply there intention was that information could be used
against the organization.
How ever
there corporation was inherited or achieved upon the conviction that the
research work is purely academic, its became possible as a result of the
researcher ability to produce identity card.
Geographical:
This also constraint to the
success of the research due to the fact that the company head office is
very far away that the researcher has to
embark on traveling adventure, but at the end despite all these constraints the
research was able to write the being out a good report on the study.