THE IMPACT OF PROMOTION ON MARKETING OF DETERGENT PRODUCT

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THE IMPACT OF PROMOTION ON MARKETING OF DETERGENT PRODUCT

 

THE IMPACT OF PROMOTION ON MARKETING OF DETERGENT PRODUCT (A CASE STUDY OF PZ INDUSTRIES ENUGU)

ABSTRACT

This project work was on the impact of promotion on marketing of detergent product. A case study of pz industries Enugu.

The objective of the study include the following

To find out if pz industries considered promotion as varitable tool for their product

To ascertain the impact of promotion on the marketing of detergent with peculiar preference to elephant extra detergent by pz industries

To also determine whether the marketing communication media and channel used by pz industries in the market of elephant extra detergent is generating future benefits

And to suggest of improving promo tools campaign for pz industeis to enable them make effective promotion of its goods and services

            Based on these, the researcher made a critical analysi and evaluation of promo tool used by industries within Enugu metropolis. And also reviewd related material and used research instrument for the collection of primary and secondary data.

            The population of the study consist of the staff and the customer of pz industries within Enugu metropolis. Data collected were used in formulation of findings the researcher under the study used direct question and observation to obtain information form the respondent. Form the obtain information. The following findings and recommend were made.

            That promotion has great impact on the promotion lead to increase in sales, purchasing, steady growth and profit maximization of any firm.

            And that no company can do without using promotion as one of their important tools especially pz industries.

The following recommendation were made

The firm should increase the promotional campaign

Also, increase its marketing strategy

Cleary define communication objective

Also, involve on product research and development.

            In conclusion, the impact of promotion on  the marketing of detergent product should be vital ingredient to spur the management of various detergent firm into greater commitment toward the welfare of their customers. Interms of product dissemination and development which satisfy customer needs and wants.

TABLE OF CONTENT

CHAPTER ONE

Introduction

1.1              Background of the study

1.2              Objective of the study

1.3              Research question

1.4              Significant of the study

1.5              Statement of problem

1.6              Scope of the study

1.7              Definition of terms

CHAPTER TWO

Review of the related literature

2.1              Conceptual background of promotion

2.2              Role of promotion in effective brand management

2.3              Critical analysis of the impact of promotion on marketing of elephant extra detergent product

2.4              Promotional competition among detergent  firms

2.5              Communication budget

2.6              Promotion and its critism    

CHAPTER THREE

Discussion of finding

CHAPTER FOUR

Summary of finding, recommendation and conclusion

4.1              Summary of findings

4.2              Recommendation

4.3              Conclusion

Bibliography                          

CHAPTER ONE

INTRODUCTON

1.1              BACKGROUND OF STUDY

In the earlier days the partner of salesmanship was cried because of the gap between productive and consumption sectors of the society was small and manageable.

            However in retrospect of the country economic history reviewd that there were companies in the early 1960s and 1970s that actually made aggressive trust into Nigeria market and as much there pioneer producer, in cause of this producers were mainly concerned with the development of a good product and services to satisfy the needs and the wants of the target market.

            During the era of industrial revolution the world has grown into ocmpetion, high level of economic and technological development have occasionally incrased sophistication among both proderces and the consumer. This has resulted into the widening of the gap between them have a challenge to both ends to device a more appropriate method of improving the relationship between them.

            According to Kotler 1993, page 12, the product concept which held that consumer will favour those product that are widely available and low in price, managers of production oriented organization concentrate on achieveing highly production efficiency and distribution coverage. This concept of course eventually led to the production of different kind of product in Nigerian markets.

            It was really an economic of plenty were both the consumer and the distributors have plenty monety to spend no matter the product condition. Consequently, one of the major communication force that manifested to help bridge the gap between the producer and the consumer was the act of promotion through it was low and at the direction of the top management at a reduced cost control.

            The early 1980s market the first decade of economic recession in the country that led to change to a lower production capacity in the countries gross national product (GNP). Oil price dropped sharply to unprecedented level and different kind of trade restriction was introduced.

            For instance federal government of Nigeria to restructure the economy introduced structural adjustment programme (SAP). Companies as well as individual started to geel the pinch, the recession, decreasing of wages, rising prices of goods and service in position of tariff and taxes.

            Having regard to the consumer dwinding deposable income and large amount of goods produced and not produce, manufacturer started to realize the important of promotion create awareness of their product and to persuade the consumers and distributor channels, that their products are best in town that can satisfy the need and want of the consumer of the target market.

            Promotion becomes the whole integral part of our social and economic system but has also grown over the years to assume tremendous proportion both as a business activity and a social phenomenon. It has affected not only business but also the whole security. Because of promotion influence people learned to desire better product and services to take care of their health and to improve their ways of living.

            One can them ask what is promotion according to an impact in their promotion decision to depend on elephant extra as their brand detergent if so to what extent?

1.2              OBJECTIVE OF THE STUDY

The dictionary definition of the term “impact” as will be in this study means “power to act” or have an effect on the mind of / or get result form anything. The research us to ascertain the impact of promotion on the marketing of detergent with peculiar preference to elephant extra detergent by pz countries as a case study.

v  To find out of pz industries considered promotion as tool for their product.

v  To finding out if promotion communicates the massage of pz industries detergent product to the target market.

v  To determine the degree and nature of the effect of elephant extra detergent and product awareness and convinction on the consumers buying habits

v  To determine whether the marketing communication media use by pz industries in the market of elephant extra detergent is generating future benefits

v  To suggestion of improving promotion tools campaign for pz industries to enable them make effective promotion of its goods and service     

1.3              RESEARCH QUESTION

The following are the research question of the study

v  How effective is promotion in the marketing of elephant extra detergent product? 

v  Has promotion any effect in increasing the volume of sales of elephant extra detergent.

v  Is promotional design and layout of elephant extra detergent influence consumers re – purchases

v  Has adequate promotion lead to consumer loyalty to elephant extra detergent product?

v  Is product   promotion an important marketing strategy to pz industries?

1.4              SIGNIFICANCE OF STUDY

Most of the factors that combine to make this study necessary and relevant to presently economic realities of Nigeria will be treated in this study generally. Marketing promotion are variables used by company to create or induce sales awareness for a given product or service. These are person selling, sales promotion, advertising, public relation and publicity are sales markting on its own parts, promotion teams up with product development, product pricing and physical distribution to constitute the four parts that make up a company total market strategy. Form the perspective, but advertising is seen as a subset of company marketing effort.

            This however is not correct, the importance of promotion to transparency, it position the strategy set up. The importance command towards is success or failure of the companies product and hence its survival can best be seen from the fact that as far back as 1986 or eighteen billion dollars wab been alone. Even in Nigeria million of naira is industries spend a struggling #4.6million detergent in 1990 alone. The mere fact that out to promotional agent or companies protrude to marketing communication to be not been channeled into an unproductive and non rewarding venture. In determining the effectiveness probably some questions may be raised like, what are the characteristics how can the effectiveness of promotion be an effective tools of communication?  This is in line with Ameachi view 1991 (p.5). when he observe that effective promotion message to identified target audience at the right time. The most effective cost toward the realization of the set marketing objective and most forms has then marketing objective to increase sales objective is further clarified in the word of Femi Adeniyi, Williams in Okigbo, (1990) p.3. that the bottom line for an effective promotion should demand action that will lead to a good sales. with this creation in the mind of most promoters, if not all, the only paramount role and the only objective the marketing  promotion should objective the marketing promotion should accomplish is to increase its market shame and subsequent sharing increase sales. this accomplishment of sales objective may be either on short term or long term basis before an promo tools above good and effective if must provide some information objective to recall in future terms of the target market, availability services, qualified price and direction of use etc.

            He further added that effective promotion must fulfill certain criteria, and this criteria he  represented with the AIDCA principles as A = attention I = interest, D = desire, c = creditability, A + ACTION> 
            He also informed that there is also the PAPA formula which is more popular in the united states which visual and oral messages are address to selected public for the purpose of informing and influencing them to buy product or services to act or to be inclined to cut favourable toward ideal persons or items, trade market on institution featured.

            On the whole, one of the accepted definite of promotion seem to be the one given by American market association 1948, when he says that promotion is any paid form of non personal presentation of goods, service or ideas for an identified sponsor. That means that promo tools are communication force that can persuade and convice people to prefer a particular product to the other so long as the product are affordable by the target consumers. All the forgong determination about a specific goods or services or idea from a sponsor who has paid for such communication and has choosen the appropriate medium be thinks will deliver it effectively to his target audience. Base on this fact, it is important to note that marketing communication has become veritable factors in promoting a firms product offer whether or its target market.

            Marketing promotion is perhaps the most conspicuous of all marketing activites use by firm to fullfil their promotional task.  

            Thus, it is a general form of presentationof goods, service and ideas conducted through media sales consultation, sales call, television, newspaper, bill board, coupon offer discounts, hand bills, electronic media, postal agnts, cable marketing, seminars etc.

            Moreover, most promo tools are designed to indicates other tools through inter – related or inter woven they function together by informing, persuading, reminding and inducing, reassuring, reinforcing and establishing positive attitude and image toward product and a company.

            That means promotion enhance the potential response to the company activities.

            The communication role in a marketing of an individual company depends on the type of product, the nature of its market, the competitive marketing environment of various detergent companies and various applications of marketing variable b diffe