THE EFFECTIVENESS OF PROMOTION IN MANUFACTURING INDUSTRY; A CASE STUDY OF BAGCO

CHAPTER ONE

1.1 BACKGROUND OF THE STUDY

        The survival of any business organization depend to a very large extent on the patronage that it enjoys from those whom consume its product thus, promotion means to push forward, to advance in idea in such a way as to gain acceptance and approval for it.

        Also, one of the crucial components in the selling of the consumer product is promotion which is used in pervasion and communication which could either be form of advertisement personal selling’s, sales promotion , as a competitor in the market hope to influence as many consumer as possible to choose their product over alternative product sale promotion is an effective strategy in an organization and is an important ingredient in most promotion program through which a consumer are persuade and convince to buy a product or service and commonly support by sales promotion this belief is strengthen by port (1996), whose work have attempted to spell out experiment analysis of the theory of sales promotion in relation to consumption.

        Also according to Ray Wild (years) promotion is concerned primarily with the persuasion gained largely at securing increasing the sale of the actual market prior to this study, the researcher was able to observe restriction in the use of sale promotion in consumer product effective promotion product, however, this shows that effective promotion strategies will diminish market effort

        While the presence of effective promotion strategies will bring about good performance on set goal as techniques of sale promotion is to compliment and reinforce effort towards the achievement of set goal.

        The sale promotion is an effective marketing strategy for selling consumer product. Need to identify their goals, plan, strategies and facilities within this limitation to reach those goals effectively, execute their plan and evaluate their performance, the relevance of this paper to become obvious, its important to know the various promotional activities embark upon in selling of product and it’s effectiveness in the marketing of her product.

        Promotion is an exercise aimed at information, persuasion and communication about a goals or services to potential consumers in a manner designed to illicit positive action.

        Luck (1994) communication process to comprise communication message, media, production, it is still long sufficient to make a complete satisfactory product.

        The potential customers must be told why it is so satisfactory. Sale promotion strategies can be development as a promotional goal.

        Sale promotion can be defined as any marketing activities outside personal selling, advertising and publicity.

        Also, sales promotion offers short term incentives. The customers to induce purchase for a particular product.

        Sales promotion is used as a compliment way to other promotional strategies and action

THERE ARE DIFFERENT CLASSES OF SALES PROMOTION.

Consumer Promotion: This aims at generating sufficient sales promotion for a particular product which includes lottery, free sample and cash and trade discount introduction promotion, this is to increase sales promotion demand of industrial goods or product through quality trade discount, credit, sale, free sample and industrial exhibition etc.

Trade Promotion: this encourage the channel of distribution of purchase the product or an organization, this can be accomplished by means of competition among middle men.

Sales Promotion: major objective among others is to enhance the sales of cut over of a company’s product which will bring about increase in the co-operation profit.

Sales Promotion Strategy: is a part of the overall marketing plan is normally in conjunction with other strategies. A price reduction, for example will probably be supported with advertising. A new product would be introduce by a sales promotion campaign, an expansions of a territory.