THE EFFECT OF GOOD PUBLIC RELATIONS AND ORGANIZED PROMOTIONS ON THE ACHIEVEMENT OF MARKETING OBJECTIVE (CASE STUDY OF NIGERIA BREWERIES PLC)
ABSTRACT
Public Relation is a deliberate, planned and sustained effort to establish and maintain mutual understanding between organization and it’s environment. Promotion is one of the four manager variable with which the marketing manager communicates information between the sellers and buyers in order to change the attitude and behaviour of both parties. This study aims at identifying the variable that inhabit the achievements of marketing objectives of firms and organization. By so doing the researcher desired to investigate the effect of good public relations and promotions of companies using Nigeria Breweries Plc, as case study. The Researcher used simple random sampling and stratified sampling technique in selling her sample. The two major instruments of data collection adopted for the study are questionnaire and structured Oral interview. It was discovered from the finding made that. Nigeria Breweries Plc acknowledge the positive impact of good public relations and promotions on their staff performance and organizational out-put The improvement in their volume and revenue is as result of organized public relations strategies and promotion techniques. Public relation and adequate promotional tools are not usually exclusive rather they tend to complement one another to achieve better result. From the above discovering made the researchers deduced some recommendations which include: There is need for a more motivational system of public relation and market promotions to enhance productively and sales volume of the marketing companies. The print media should be combined with the electronic media in other to yield better productivity. A good public and promotional strategy must be sustained through research. Well-managed feed back transparent honesty and truthful information. The management of Nigeria Breweries Plc should endeavour to adopt effective promotional strategy and public Relations to enhance their market strength win testing the hypothesis, statistical coefficient (superman) correlation ship was used at the end of the analysis the null hypothesis (H.O) falls within the region of the rejection while the alternative hypothesis (HA) fall within the region of acceptance.
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
In the recent past, public relations was regarded as publicity, but currently publicity is regarded as one of the tools of public relation. This is because of the vital roles public relations is performing in the society now which among others involves a revaluation of public attitude identification of the policies and procedures of an organization or individual with respect or individual with respect to attitudes values comprehensive functions and medium of creating awareness. Public relations also determines the activities to be executed in order to improve or maintain those candidate treasures taken by an individual or an organization to maintain the good image of the organization and to keep a carelial relationship with it’s environment. This could be done through welfare packages, advertising, publicity or adequate promotions and marketing strategy. A manger can afford this bearing in mind that the analysis offernels implises the application of research techniques before planning a programme that any attempt to present a biased information on the activity of the company or potency of their products which is not based on truth and honesty purpose will yield unfavourable result to the image of the organization. He should also bear in mind that the successful implementation of product cannot be done haphazardly or carelessly. This is invoice of the fact that marketing as a process of planning and execution of conception, promotion and distribution of ideas, good and services through a good public relations in order to create exchange that satisfy individual and organizational objectives. Is as old as the inception of buying and selling.
Arise when at least one party to potential exchange, gives through to the objectives demand means of achieving desire responses from other parties. This desire with good foresight has led to an advanced philosophy of modern marketing calls for more than developing a food product or service moderate and attractive price or making the product accessible to targeted customers through advanced public relation strategies. In this dispensation, the company should design good disseminate information about the product or services existence features and arms, and how this will benefit the market. Every organization performs the role of communication market and promoter. These service more often are done through the hiring of sales force and good strategy (to carry out persuasive messages) advertising agencies to develop sales campaign and public relations firms to enhance the company’s image customers confidence are built through effective communication and promotion tools. Promotion is one of the four major variables with which the marketing manager communicates information between seller and a buyer in order to change the attitude and behavour of both parties. It performs the role of persuasive influencing and information. These three are inter-related because to inform is to persuade and conversely, a person is persuaded.
The promotion strategies inetude advertising, sales promotion, personal selling and public relation. Among these promotional tools, personal selling public relations and advertising are perhaps most important since they dominate the major resources allocation by firm to promote their products or services. The importance of promotion has been out of the fact the physical distance between producers and customers are increasing and also because the number of potential customers are growing. This there fore means that for there to be effective marketing of commodities, promotional strategies must be able to satisfy the following objectives Demand stimulation, information dissemination and maintenance of stable sales.
Nigeria Breweries Plc is a renowned marketing company with its Headquarters situated in 9th Mile Enugu State of Nigeria. This organization has many branches in the federation. This company is a marketing company presenting more that five hundred staff under it’s employee all over the federation out of this number, more than 150 staff written the range of Senior staff while the remain area either middle or Junior staff. The firm has been recording rapid progress in their annual report passed through lots of precarious and turbulent situations due to poor sales and other problems. This researched work therefore is bent on investigating on the effect of good public relation and organized promotion on the achievement of marketing services, using Nigeria Breweries Plc as case study. Company’s image customers confidence are built through effective communication and promotional tools. Promotion is one of the major variables with which the marketing manger communicates information between seller and a buyer in order to change the attitude and behaviour of both parties, it performs the role of persuasion, influencing and information. These three are inter-related because to inform it to persuade and conversely a person is persuaded.
The promotional strategies include advertising, sales promotion, personal selling and public relations/publicity. Among these promotional tools, personal selling public relations, and advertising are perhaps most important since they dominate the main resources allocation by firm to promote their products or service. The importance of promotion has been out of the fact the physical distance has been out of the fact the physical distance between producers and customers are increasing and also because the number of potential customers are growing. This therefore means that for there to be effective marketing of commodities, promotional strategies must be able to satisfy the following objectives demand stimulation, information dissemination and maintenance of stable sales
Nigerian Breweries Plc is a renowned marketing company with its Headquarters situated in 9th Mile in Enugu State of Nigeria. This organization has fifteen branches in 15 state of the federation. This company is marketing company presenting more than five hundred staff under its employee all over the federation out of this number more than 150 staff sells written the range of senior staff while the remaining area either middle or junior staff. The firm has been recording rapid progress in their annual report passed through list of precarious and turbulent situation due to poor sales and other problem. This researched work therefore is bent an investigating on the effect of good public relation and organized promotion on the achievement of marketing serves, using Nigeria Brewery Plc as case study.
1.2 Statement of Problem
Experience have shown that development grow and survival of service and commodity industries like the marketing firms depends much on their ability to maintain good public relation, communicate effectively with customers and fashioning out a good and effective promotional and marketing strategies. The management of most commodity services and marketing firms faces the problem of identifying the actual effect of public relations. Promotional and market strategies on their organizational objectives. The aim/problem of this researched is to examine the promotions and adequate control affecting the marketing objective of Nigeria Breweries Plc. The impact of there variable in term of its revenue generation profitability sales volume and provision of better services will be examined.
1.3 Objective of the Study
It is the intention of the researcher to carry a held detailed research work that will:
a. Discover the extent good public relation, and organized promotional strategy and marketing techniques has affected the achievement of Nigeria Brewery Plc
b. How effective and rewarding promotional strategies and tools has enhanced the organization operational performance.
c. Evaluate the public relation and promotional strategies adopted by the firm to market their product and services.
d. Whether these promotional public relation have any positive impaction sales volume of Nigeria Breweries Plc and effect of the Nigeria limited and
e. The effects of the external environment on these strategies (which has hindered or promoted it’s activities).
1.4 Significance of the Study
The significance of the study rest on the fact that public relation will help to set standards to achieves profitable results using plans that are effectively controlled and monitored. For example high marketing objectives will be achieved since sources of complexities would have been discovered and resolved before revenue collection. The study will also suggest how firms can effectively control their operations for successful results, influencing customers through good public relation and adequate promotional strategies and increase productivity and sales volume through effective control and marketing strategy. This study will also act as a good referential material for scholars carry out a study of this kind.
1.5 Researched Questions
The researcher drew four question to guide his study. They comprise:
a. To what extent has effective control good public relation and adequate promotional strategies contribute to the achievement of organizational goods and market objectives.
b. How effective is the motivational aspect of the sales volume and promotional strategies in Nigeria Brewery Plc
c. What are the major factor responsible for high sale volume and achievement of organization marketing objectives.
d. What factors hinders the actualization of marketing of Nigeria Brewery Plc.
1.6 Research Hypothesis
Ho: Good public relation and adequate promotions have no significant impact on the marketing objective of firms.
H: Good public relation and adequate promotions have significant impact on the marketing objective of firms.
H0 Motivational is not aspect of the sales volume and promotional
strategies in Nigeria Brewery Plc
H2 Motivational is aspect of the sales volume and promotional
strategies in Nigeria Brewery Plc
1.8 Assumptions
It is assumed that after this study, the public relations officer would be in a better position to know the best strategy to promote the corporate image of his organization. He would be in a position to make nice goodwill for the organization as to increase its profits. However, the management of the organization would be in a positions to equip the public relations officer, so that he can discharge his duties efficiently
1.9 Operational Definitions
a. Promotion: Is an exercise in information persuasion and influence
b. Promotional Strategy: This is the combination of all the promotion which comprises personal and non-personal of communication.
c. Marketing: This is a process of planning and executing the conception, promotion and distribution of ideas, goods and service to create exchange that satisfy individual and organizational objective.
d. Customer or consumer: These are the target group to whom products and services are produced for.
e. Advertising: This is the creation of awareness appeals to a large audience by providing information on the products and services available for disposal.
f. Effective : This refers to the process of producing advising result
g. Control : The process of devising was and means of ensuring that every thing is going as planned.
h.
