ACHIEVING OPTIMUM SALES TARGET AND PROFITABILITY IN FINANCIAL SERVICES MARKETING THROUGH EFFECTIVE MARKETING STRATEGIES
(A CASE STUDY OF UNITED BANK FOR AFRICA KADUNA)

 

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ABSTRACT
This research is directed to examine “achieving optimum sales target and profitability in banking industries through effective promotional strategies” a case study of united bank for Africa in Kaduna. The research work is divided into five chapters, with each chapter structured in such a manner as to easy understanding of its contents and issue raised. The first chapter deals with the background of the study, statement of hypothesis, significance of the study, historical background and definition of terms. Chapter two deals with literature review, evolution of marketing strategy, element of marketing strategy, types of promotional tools used in banking industry, requirements for successful marketing in a bank, Role of marketing strategy in banking industry, services rendered by united bank for Africa, types of marketing strategy and effect of marketing strategy on the banks. Chapter three explains research methodology, research design, research population, sample size and sample techniques, method of gathering data, justification of method used, method of data analysis and justification of instrument used. Chapter four deals with the data presentation and analysis, test of hypotheses. Chapter five deals with the summary of findings conclusion and recommendations among which the research recommended that the bank staff should be made to be more respectful to its customers in order to minimize customer complaints.

CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Promotional strategies are one of the most important ingredients, which enhance growth, development, and survival of any organization. Therefore, for any business enterprise to succeed in the market there is the need for it to always device new promotional techniques to meet the challenges of times. One of the biggest challenges facing services industries such as bank today is how to maintain their market share in today’s largely dynamic and competitive environment.

Before going further, it will be important to point at the fact that customers are the live wire of any organization and they are the primary session why an organisation survives without their repeated patronage, the organisation cannot go beyond the initial turnover of the promoter’s equity. If an organisation does not treat customer well they will move to the next competitions.

In the past the use of promotional concept or techniques were not considered necessary due to the shortage of supply of product and services, whatever was produced was consumed up. The service industry did not realize the importance or even the relevance of finding out what customers wanted or needed and then producing a product or service that best satisfies the need and want of the customer. The promotional concept holds that the key to achieving organizational goals consist in determining the desired satisfactions” Kotler (1984:67).

The banking industry employ a variety of promotional mix strategies in that suit their product offerings for example, the banks are moving away from their traditional range of products such as ordinary current account, granting loans. Overdraft corporate finance to move customers orientated products. In this direction banks have gone to segment (device) the large nitrogenous market into homogeneous sub-market to banks also specialized in specific services to cater for the few segment. Due to the increased level and complexity of Competition and that changing characteristics of the market, Services industry such as the bank have now restored to Intensive promotional strategies.

1.2 Statement of General Problem
The Nigerian banking industry is highly competitive and participating banks have the task of designing and implementing appropriate promotional strategy to ensure survival and growth within.
To specific extent, UBA is amongst the leading banks in Nigeria, but its competitive strength is being weakened by a number of factors, thus including the following:
Poor commitment to organized promotional research to determine, on continuous basis evading threats and emerging opportunities within the industry, Poor customer relationship management resulting in customer attrition and lost of vital resources, In appropriate choice of promotional and promotional strategy to suite the dynamic banking services promotional.

In view of these constraints, this research project makes an attempt at determining the causes and effect of these shortcomings and to provide realistic solutions to them to enhance the banks’ performance within the Nigerian banking sector.