THE IMPACT OF PROMOTIONAL ACTIVITIES ON THE MARKETING OF GOLDEN MORN PRODUCT IN ENUGU STATE (A CASE STUDY OF NESTLE NIGER PLC ENUGU STATE)

ABSTRACT

Modern Marketing companies are increasing recognizing the value of an effective communication and promotion programme for their public. This includes beverage industries. Their product encompasses vegetable commodities that significantly affect our life’s. However, this product dealt on the “the impact of promotional activities on the marketing of Golden Morn product in Enugu metropolis. The was divided into five chapter. The chapter one contained the introductory part of the project. Literature review, research design, data presenting and analysis, conclusion and recommendation made up other four chapters. The research made use of both primary and secondary data, structured questionnaires were the methods used for the collection from textbook and various research material. The research used population of 465072 selected randomly. But using taro Yamani, a sample size of 400 was used. In chapter four table and chi-square was used as a statistical tool for analyzing the data. In which the recommended that the price of Golden Morn product should embark on aggressive promotion activities and sales promotion to real their target customers and reduce and the target customers and reduce an activities of competitors. The concluded that they showed he used by the company to reduce the effect of competitor and help to maintain stable price for their product.

TABLE OF CONTENTS

Title page – – – – – – – – – –  —  — –  – – – – – – – – – – – – – – – – – – – – i

Approval page- – – – – – – – – –  —  — –  – – – – – – – – – – – – – – – – – -ii

Abstract  – – – – – – – – – –  —  — –  – – – – – – – – – – – – – – – – – – – – -iii

Acknowledgement- – – – – – – – – –  —  — –  – – – – – – – – – – – – – – –iv

Abstract   – – – – – – – – – –  —  — –  – – – – – – – – – – – – – – – – – – – – -v

Table of content- – – – – – – – – –  —  — –  – – – – – – – – – – – – – – – – -vi

CHAPTER ONE

• Background to the study- – – – – – – – – – —  — –  – – – – – – – -1
• Statement of problem- – – – – – – – – – —  — –  – – – – – – – — – 1
• Purpose of the study- – – – – – – – – – —  — –  – – – – – – – – – – -1
• Significance of the study- – – – – – – – – – —  — –  – – – – – – – -1
• Research question- – – – – – – – – – —  — –  – – – – – – – — – – – -1
• Scope of the study- – – – – – – – – – —  — –  – – – – – – – — – – — -1
• Definition of terms- – – – – – – – – – —  — –  – – – – – – – — – – – -1
• Formulation of Hypothesis- – – – – – – – – – – – – – – – – – – – – – 1

CHAPTER TWO

Literature Review

• Overview- – – – – – – – – – —  — –  – – – – – – – — – – – — –      ———–1
• The Marketing Mix————— – – – – – – – – –  —  — –  – – – – -1
• Overview of Promotion – – – – – –  – – – – – – – – – – –  —  — –  – – -1
• The Promotion Mix——- – – – – – – – – – – – – – – – – – – – – – – – -1
• Nature and Importance of Marketing Promotion—————-1
• The Promotional Objective—————————————-1
• The Impacts of Promotion on Marketing————————1

CHAPTER THREE

Research Methodology

• Design of the study- – – – – – – – – – —  — –  – – – – – – – — – -1
• Area of the study- – – – – – – – – – —  — –  – – – – – – – — – – – –
• Population of the study- – – – – – – – – – —  — –  – – – – – – – -1
• Sample of the study- – – – – – – – – – —  — –  – – – – – – – — – -1
• Validation of instrument- – – – – – – – – – —  — –  – – – – – – – -1
• Distribution and retrieval of instruments- – – – – – – – – – —-1
• Method of data analysis- – – – – – – – – – —  — –  – – – – – – – –1

CHAPTER FOUR

4.1 Data Presentation and Analysis-  – – – – – – – – – – – – – – – – – – 1

4.2 Presentation and Analysis of data collected

from Questionnaire Distributed to relevant staff

and Golden Morn Enugu – – – – – – – – –  —  — –  – – – – – – – – – 1

4.3 Presentation and test of Hypothesis- – – – – – – – – – – – – – – —1

4.4 Discussion of findings- – – – – – – – – –  —  — –  – – – – – – – – – 1

CHAPTER FIVE

Summary of Findings, Conclusion and Recommendation

5.1 Summary of findings- – – – – – – – – –  —  — –  – – – – – – – — – – 1

5.2 Conclusion- – – – – – – – – –  —  — –  – – – – – – – — – – – – – – – – – 1

5.3 Recommendation- – – – – – – – – –  —  — –  – – – – – – – — – – – – –1

5.4 Limitation of the study- – – – – – – – – –  —  — –  – – – – – – – — – – -1

5.5 Suggestion for further research. – – – – – – – – – –  —  — –  – – – –

References– – – – – – – – – –  —  — –  – – – – – – – — – – – – – – – – – – – – -1

Appendix A– – – – – – – – – –  —  — –  – – – – – – – — – – — – – – – – – — – -1

Questionnaire– – – – – – – – – –  —  — –  – – – – – – – — – – – – – – – – -1

CHAPTER ONE

INTRODUCTION

• BACKGROUND OF THE STUDY

One of the major pillars of marketing is the provision of goods and services to satisfy the needs and wants of the consumer data profit to the firm. Thus the provision of product for the satisfaction of the consumer or customer is the focus of marketing thereby making product a fundamental tool of marketing. But Ebue (1990:1) stated that if your product, package it brilliantly, price it, rightly distribute it well and position it to best meet the needs of customer you must have wasted all the marteting skills if nobody knows you have those things. your customers will only know through promotional activities.

it becomes imperative that a firm must not only create high quality goods that meets the expectations of the target market but tell success story. That is disseminate information about the product attributed  and benefits to the target market. Adirika, Ebue and Nnolim (2006:35), see promotion as the component used by the organization to inform, educate and persuade the market regarding the company’s offerings:- advertising, personal selling sales promotion, publicity and public relations are the major variable of promotional tools.

The myopic thinking in Nigeria, that the money spent in promotional activities is a waste should not crop up at all although, we are operating in a seller market where companies can sell their goods and service even without adequacy promotion. There is no guarantee that such a situation will continue forever. Promotion like distribution is one of the elements of the firm marketing mix and it seeks to inform the public of the availability of goods and services and their communication and those in consumption. The need for product promotion can often persuade and so can be a useful means to a desirable social change if well utilized.

Modern marketing companies are increasing, recognizing the value of an effective communication and promotion programme for their entire  public. This include beverage industries for sometimes now is very lucrative, this has brought so many beverage industries into their market, thus leading to competition beverage industries should pay adequate attention to the issues that involve decision making in designing an appropriate promotion strategies for survival. it is because of the importance of promotion not only as tool for information the company that the research tries to examine the impact of promotional activities on marketing product.

• STATEMENT OF THE PROBLEM

Here, many consumers do not patronize a company’s product when they are ignorant of its existence. Insufficient and inadequate use of marketing communication tools lead to low sales turnover. Given the competitive pressure attributable to escalating cost, increased industrial concentration as the result of acquisitions and mergers, the threat of product obsolescence inherent in accelerating technological innovation. It is clear that promotional polices have becomes questions of actuate importance to the manufacturer as well as the marketer.

There has been a sharp increase in the number  of beverage products (both locally fractured and imported) Thus leading to competition and this competition is becoming fierce and cutthroat. In fact, the creation of an effective promotional strategies would be an essential step towards creating a marketed.

• PURPOSE OF THE STUDY

These objectives are;

1. To know how effective each of the promotions has been increasing the beverage’s market shares in Golden morn.
2. To know the impact o each promotion such as advertising, sales promotion, personal selling and publicity on the Gold morn;
3. To determine the relationship between promotion and consumers patronage Golden morn income.
4. To determine the impact of promotion and consumers awareness or marketing Golden morn in Enugu metropolis.
5. Promotional activities adopted by Golden morn in Enugu metropolis in increased sales volume.
   • SIGNIFICANCE OF THE STUDY

Promotion is not complete until the golden morn ends up being consumed. The study will be of great benefits to the industry as well as individuals. This study will help the researcher appreciate how to use promotional activities in introducing and increasing sales of any product. It will also enable the company gain their confidence and goodwill. This study will help customers to improve their standard of living as they had been made aware through promotion. It will equally be of great benefits to readers and researchers and more over it will widen their scope of understanding and knowledge of promotion.

• RESEARCH QUESTION

1. Does sales promotion influence the buying habit of golden morn?
2. How do you get to know about the golden morn Nigeria Plc?
3. Which of these promotional activities have golden morn Nigeria Plc adopted?
   • SCOPE OF THE STUDY

This study is designed to examine promotional activities on the marketing of golden morn. This study is restricted to Enugu State. it will cover the management staff and consumers that are been exposed to the golden morn production.

This study concentrated on the impact of promotion on the marketing of golden more product performance with this particulars interest on golden morn.

The study intends to figure out how the promotional tools techniques such as advertising personal selling, sales promotion, publicity and public relation will be used in proving the company’s performance with particular interest on marketing of golden morn in Enugu metropolis

• DEFINITION OF THE TERMS

MARKETING

Marketing is defined as human activity directed at satisfying needs and wants through exchange process (Kotler, 1980:9).

PACKAGING

Packaging is refers to as what is used to protect the product from damage shipping and handling and to lesson spoilage if the product is exposed to air or other elements.

DISTRIBUTION

Distribution: the process of marketing and supplying goods to realtors especially.

COMMUNICATION

Communication: According to Udeagha (2003:313) is the interchange of though, ideas and information between two or more persons.

PROMOTION

Promotion: This includes advertising sales promotion publicity, personal selling and direct marketing (Adirika, 2007).

PRODUCT

Product: A product is defined as a good services, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers and received in exchange for money or some other unit of value (Kolter 2005: 276)

• FORMULATION HYPOTHESIS

Ho: Promotional activities influence consumer patronage of Golden Morn in Enugu metropolis

H₁:   Promotional activities does not influence consumer patronage of Golden morn in Enugu metropolis

Ho:    Promotional activities do increase market share of golden morn in Enugu metropolis

H₂:    Promotional activities do not increased the market share of Golden morn in Enugu metropolis.

Ho:    Promotion activities help in achieving the objective of Golden Morn.

H₃:     Promotion activities does not help in achieving the objective of Golden Morn

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