PROMOTIONAL TOOLS AND CONSUMER PREFERENCE

CHAPTER ONE

1.0 INTRODUCTION

In performing marketing function, promotional activities can not be over emphasized. Promotion as one of the marketing mix can not be undermined because of the functional and benefit that could be derived from it. After producing a product, the new product as to get to the final consumer who may not be aware of the existence of such new product.
The next task or job for a marketer or management is to find ways through which the product can be furnished with certain information the would be of help to the consumer and prospective buyers as a whole.
The information includes, where to get product, the product and majority the satisfaction that could be derived in buying the product. All these could effectively be carried out by the use of promotional tools. The promotional tools are, advertising, personal selling, sales promotion, publicity and public relation. The promotional tools are used for various functions and they perform different functions.
Basically, all or one the promotional tools perform the following functions, getting information to consumer about the existence of a product, it is also to remind and persuade prospective buyer to buy a product or its brands.

1.1 BACKGROUND OF THE STUDY

This research report is basically a comparative study of a well known competitor in beverage industry of Nigeria which seven-up bottling company.
The primary purpose of report is to find out which company is leading the market i.e. what are the market share of both company’s and what are the tactics used by the leader which make than able to control and influence the market.
This research require us to conduct the consumer research, retail survey and interview the marketing manager of seven-up, bottling company.

1.2 STATEMENT OF THE PROBLEM

The most promotion campaigns comprise a combination of two or more promotion method and seldom is any one effectively used alone. It is also not unusual for marketers to vary the composition of the mixes, however management faces the difficult task of determining the most effective input especially where more than one promotional tools are involved.
In developing an effective promotional tools and intensity of usage, a variety of factors must be considered among which following.
1. Characteristics of the product
2. Nature of the customer
3. Promotional resources objectives and policies
4. Availability of promotional methods
5. Nature of the company
6. Stage in life cycle (stage in demand)