AN EVALUATION OF MARKETING STRATEGIES OF MOBILE PHONE OPERATORS IN MTN NIGERIA, KADUNA

 

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ABSTRACT

This project is focused on the “Evaluation of marketing strategies of mobile phones in MTN Nigeria, Kaduna branch. The main objective is to identify the strategy pursued by the company in respect to product, price promotion and placement. The methodology of the research was gotten through the questionnaire issued. Findings was made and recommendation were forwarded.

 

       

 

 

CHAPTER ONE

• Background of the study
• Statement of the problem
• Objectives of the study
• Significance of the study
• Research question
• Scope of the study
• Limitation of the study

CHAPTER TWO

• Introduction
• Marketing (Defined)
• Requirement for effective strategic marketing
• The nature of services
• Marketing strategies for service firms
• The product life cycle marketing strategies
• Summary

CHAPTER THREE

• Introduction
• Research Design
• Area of study
• Population of study
• Sample
• Instrument of data collection
• Validation of the instrument
• Reliability of the instrument
• Method of data collection

CHAPTER FOUR

• Introduction
• Characteristics of the respondents
• Presentation of data and analysis in table
• Test of hypothesis
• Summary of findings
• Discussion of findings

CHAPTER FIVE

• Introduction
• Summary
• Conclusions
• Recommendation

Reference

Appendices

 

CHAPTER ONE

1.0   INTRODUCTION

 

• BACKGROUND OF THE STUDY

Telecommunication industry in Nigeria from inception has been the absolute monopoly of the federal government. At the initial stage of its development, it was meant to provide effective means of communication for the colonial administration. However after independence it became so obvious that telecommunication services be developed just after the colonial masters and the foreign trading companies thereafter however, it stated to be viewed as a social service necessary to augment government development effort by providing faster and efficient means of communication to areas faraway from the centre of administration, commerce and industry.

 

Nowadays, communication does not only enhance mutual understanding and social integration of disperse communities but also foster harmonious relationship which contributed immensely to the overall socio-economic, political as well as cultural development of human society. MTN industry in Nigeria is currently undergoing transformation due to the deregulation of policy that has been implemented since the advert of Obasanjo administration. At the moment, there are numerous telephone service providers in Nigeria that are competitor with “NITEL” this consists of MTN Nigeria, Zain (celtel) wireless, Globacom, Reltel, Visafone, Etisalat etc. they provide effective mobile phone service for local and international calls. MTN has bean regarded as the most known network in the market today after consulting some consumers of other network.

 

Consequently this new trend give rise to service commitment of huge financial resources into the marketing activities of service provider generated in Nigeria. A good marketing programme will enable the company to achieve its operating objective faster.

 

In this study the researcher makes an attempt to evaluate the marketing strategies in the company’s marketing activities in the area covered by this study.

• STATEMENT OF THE PROBLEM

The marketing strategies being used by (MTN Nigeria) is been challenged by myriads of problems which includes poor network services, drop calls, loading of vouchers and checking of balance problems in the billing system, resulting to the increase in customer complaints, challenges posed by competitors and the general down turn in the economy.

 

Consequently, evaluating the marketing strategies of (MTN Nigeria) in which information was sourced from the (marketing manager) of MTN Nigeria (David Ibgun), it is denoted that MTN has their problems just as other networks have their problems, so far they have been trying

PROMOTIONAL STRATEGY OF MR BIGGS KADUNA BRANCH AND ITS IMPACT ON SALES TURNOVER

 

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Foreign Transaction For Dollars Payment :
Bank Name: GTBank
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Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANKER SECURITY GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

OR
PAY ONLINE USING YOUR ATM CARD. IT IS SECURED AND RELIABLE.

form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 2 HOURS

How to transfer from your bank account to All  Nigeriabanks

1. Access Bank:
—-*901#

2. EcoBank:
—-*326#

3. Fidelity Bank:
—-*770#

4. FCMB:
—-*389*214#

5. First Bank
—-*894#

6. GTB:
—-*737#

7. Heritage Bank:
—-*322*030#

8. Keystone Bank:
—-*322*082#

9. Sky Bank:
—-*389*076*1#

10. Stanbic IBTC:
—-*909#

11. Sterling Bank:
—-*822#

12. UBA:
—-*389*033*1#

13. Unity Bank:
—-*322*215#

14. Zenith Bank:
—-*966#

15. Diamond Bank
—-*710*555#

To know your BVN, dial
—-*565*0#.

E.g for First bank…   *894 *Amount *Acct. No. #

Please dail d code from d number u used to register d account from the bank

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AFTER PAYMENT SEND YOUR PAYMENT DETAILS TO

08074466939 or 08063386834, YOUR PROJECT TITLE  YOU WANT US TO SEND TO YOU, AMOUNT PAID, DEPOSITOR NAME, UR EMAIL ADDRESS,PAYMENT DATE. YOU WILL RECEIVE YOUR MATERIAL IN LESS THAN 2 HOURS ONCE WILL CONFIRM YOUR PAYMENT.

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ABSTRACT
The study examines promotional strategies of Mr. Biggs Kaduna branch and its impact on sales. To this end the following research questions guided the study: To what extent are Mr. Biggs fast food outlets in Kaduna metropolis using promotional mix elements? What are the effects of promotional mix elements that is used Mr. Biggs fast food outlet in Kaduna metropolis on consumers purchasing decision making? What is the contribution and efforts of sales promotion in improving the sales of Mr. Biggs fast food outlets in Kaduna metropolis? What are the constraint militating against sales promotion in Mr. Biggs fast food outlets in Kaduna metropolis? The survey study design was utilize and the questionnaire constitute the instrument of data collection. The data obtained from the field were analyzed with the statistical mean scores and presented in a five likert table. The finding of the research indicates that Mr. Biggs fast food outlets in Kaduna metropolis use promotional elements periodically. The effect of promotional mix used in Mr. Biggs fast food outlets on consumers purchasing decision making are that promotional mix creates demand as such increase sales volume in Mr. Biggs. promotional mix is also persuasive which make people to buy even when they don’t need such goods, hence increase sales in Mr. Biggs Furthermore effective utilizati-on of promotional mix lead to a growth in sales volume in Mr. Biggs. The contributions and efforts of sales promotion in improving the sales of fast food outlets in Kaduna metropolis are that Organization are compel to adhere to Promotional quality in order to make good sales. Sales Promotion also creates standard through competition and Sales Promotion creates awareness about product of Mr. Biggs. The constraints militating against sales promotion in Mr. Biggs fast food outlets in Kaduna metropolis are basically financial constraint and technical constraint. Based on the findings it was recommended that Mr. Biggs food should conduct Sales promotion directly and avoid the use of marketing consultants. This will help them to get a good grip of personal selling and effectively utilize it as a veritable tool of promotion.

CHAPTER ONE
INTRODUCTION
1.0 Introduction
The promotion is considered as a starting point, and the first step, the producers followed to communicate and contact with their customers, in both local and foreign markets alike, where it paves the road to another marketing efforts such as presentation of companies’ product, its features, specifications, distribution of the product, and what distinguishes it from other producers’ competing products in the target markets.
Sales promotion, a key ingredient in marketing campaigns; the need to promote a product, service or an idea cannot be over emphasized. Obi (2002) described sales promotion consists of the related promotional activities that are necessary to supplement personal selling. Some of these include distribution of sample products to customers, exhibitions, or demonstration of products at stores or trade fairs or shows and preparation of printed materials used by sales people or for point-of sale displays. A combination of the above variables defines a firm’s promotional programme that hopes to influence consumers to patronize and become loyal to the organizations offering.
Hence, promotion in marketing represents those tools that companies used to persuade their prospective consumers to buy their product or service. The determination of the most appropriate, effective, and influential promotional elements on the consumers’ purchasing decision making, which achieve the producers’ objectives may have a strong, important, and useful indications for both decision makers, and marketing planners in fast food firms such as Mr Biggs who are confronted with issue arising from competition from other numerous fast food firms in Kaduna.
1.1 Background of the Study
Promotion became an essential motivating factor in the area of marketing in any organization especially in fast food firms. The element in the promotional mix that is rapidly gaining additional recognition in most industries especially in the fast food industry in Nigeria is the sales promotion. It is not enough mostly in developing countries like Nigeria and particularly in fast food industry to merely trust that consumers will become aware of services. The firm has to engage in promotional activities. Over the year some notable author have regard sales promotion as having such roles as the development of small and medium scale enterprise such as eateries, besides, increasing sales which leads to the ability of competing for a large market share, producing companies has interested and make more attention to promotional activities. The promotion is considered as a starting point, and the first step, the producers followed to communicate and contact with their customers, in both local and foreign markets alike, where it paves the road to another marketing efforts such as presentation of companies’ product, its features, specifications, distribution of the product, and what distinguishes it from other producers’ competing products in the target markets.
This is so because it has been established by Nagar (2009) in literature that only consumers with repeat purchases are profitable. It is not every repeat purchase that is connected to consumer’s commitment of a brand.
However, consumer’s commitment is important for a repeat purchase. Therefore, business operators need to develop marketing program that will not only reinforce customer’s commitment but also encourage repeat purchases. A part of the functions of sales promotion is not only to reinforce commitment of consumers but to encourage repeat purchase. Sales promotion has effects on various aspects of consumer’s purchase decisions such as brand choice, purchase time, quantity, and brand switching. Thus, sales promotion becomes an integral part of the marketing strategy for reaching the target market and it is the responsibility of marketing managers to combine elements of promotional strategies, which is promotional mix into coordinated plans. Sales promotion efforts are directed at final consumers and designed to motivate, persuade, and remind them of the goods and receives that are offered.
Sales promotion which is a major force in marketing is widely adopted by beverage drink industries in Nigeria, but as Nigeria is witnessing an economic down turn, there is increase in prices of consumer goods that also lead to an increase in prices of products in fast food Firms.
The importance of the excessive promotion in a competitive market environment has generated a lot of interest in marketers and firms to develop numerous and comprehensive promotional approaches. The objective of this study therefore is to survey the extent to which sales promotional strategies affect the effectiveness of Mr Biggs Fast food.
Hence, the researcher intends to analyze the impact of sales promotion al mix elements on the choice of fast food outlet in Kaduna metropolis.

AN EVALUATION OF THE CONTRIBUTION OF SALESMANSHIP TO MARKETING OF CONSUMER GOODS

 (A STUDY OF UNILEVER NIGERIA PLC)

 

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Note: our case study can be change to suit your desire location . we are here for your success.

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Foreign Transaction For Dollars Payment :
Bank Name: GTBank
Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANKER SECURITY GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

OR
PAY ONLINE USING YOUR ATM CARD. IT IS SECURED AND RELIABLE.

form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 2 HOURS

How to transfer from your bank account to All  Nigeriabanks

1. Access Bank:
—-*901#

2. EcoBank:
—-*326#

3. Fidelity Bank:
—-*770#

4. FCMB:
—-*389*214#

5. First Bank
—-*894#

6. GTB:
—-*737#

7. Heritage Bank:
—-*322*030#

8. Keystone Bank:
—-*322*082#

9. Sky Bank:
—-*389*076*1#

10. Stanbic IBTC:
—-*909#

11. Sterling Bank:
—-*822#

12. UBA:
—-*389*033*1#

13. Unity Bank:
—-*322*215#

14. Zenith Bank:
—-*966#

15. Diamond Bank
—-*710*555#

To know your BVN, dial
—-*565*0#.

E.g for First bank…   *894 *Amount *Acct. No. #

Please dail d code from d number u used to register d account from the bank

CALL OKEKE CHIDI C ON :  08074466939,08063386834.

AFTER PAYMENT SEND YOUR PAYMENT DETAILS TO

08074466939 or 08063386834, YOUR PROJECT TITLE  YOU WANT US TO SEND TO YOU, AMOUNT PAID, DEPOSITOR NAME, UR EMAIL ADDRESS,PAYMENT DATE. YOU WILL RECEIVE YOUR MATERIAL IN LESS THAN 2 HOURS ONCE WILL CONFIRM YOUR PAYMENT.

WE HAVE SECURITY IN OUR BUSINESS.   

MONEY BACK GUARANTEE

 

 

 

ABSTRACT

This research study is on the importance of salesmanship in the marketing of consumer goods. Salesmanship has been described as the act of persuading a prospective buyer to accept an organization’s product, service or idea. While the consumer market is described as constituting ultimate buyers of a product or service for their personal, non-business use.

The trend toward producer proliferation on in the market has culminated in keen competition to the extent that producers find it different to sell their produces. It is as a result of this difference that the researcher has attempted to emphasis on the importance of salesmanship in the marketing of those consumer products.

Remains of related literature focused on the meaning of selling and salesmanship, the consumer market and characteristic of consumer goods. Importance and function of the salesman as well as selling process. For reasons of in-depth analysis, description research approach have been employed in this study. A combination of personal interview, observation and questionnaires have been used as research instruments. The population standard include salesman of Unilever Nig. Plc and customer from the 5 strategic area Kaduna i.e. Ungwan Rimi, Kawo, Tudun Wada, Kakuri and Doki. The researcher uses the simple random as the sampling procedure for this research.

The statistical techniques used here is the simple percentage. The hypothesis formulated is as follows:

HI:    Salesmanship contributes to marketing efficiency and productivity

HO:   Salesmanship does not contribute to marketing efficiency and productivity.

The null hypothesis have therefore been rejected. The finding reveals that sales people actually influence the customer to buy, it was discovered that the company’s sales budget determines its level and that without the required selling skills, sales people cannot meet sales budgets.

Based on the findings, recommendations have been made to the sales people and producer should employ motivational strategy and effective advertisement for products. The salesman should maintain good public relations, they should be honest and avoid being rude and they should try to acquire more knowledge about the products they are selling. They should also have good language and should have a very effective dressing code.

 

TABLE OF CONTENT

 CHAPTER ONE

• Introduction –       –       –       –       –       –       –       –       1

1.1    Background of the Study       –       –       –       –       –       –       4

1.2    Statement of the problem     –       –       –       –       –       –       5

1.3    Significant of the Study –       –       –       –       –       –       –       5

1.4    Purpose of the Study    –       –       –       –       –       –       –       6

1.5    Statement of Hypothesis       –       –       –       –       –       –       6

1.6    Scope of the Study       –       –       –       –       –       –       –       7

1.7    Definition of Terms       –       –       –       –       –       –       –       8

 

 

CHAPTER TWO

2.1    Selling and Selling Concept    –       –       –       –       –       –       12

2.2    What is a Market          –       –       –       –       –       –       –       17

2.3    Consumers Market       –       –       –       –       –       –       –       20

2.4 Consumer Goods Characteristics        –       –       –       –       –       21

2.5    Importance of the Salesman  –       –       –       –       –       –       25

2.6    Functions of the Salesman     –       –       –       –       –       –       28

2.7    The selling process       –       –       –       –       –       –       –       32

 

CHAPTER THREE

3.0    Methodology       –       –       –       –       –       –       –       –       46

3.1    Area of Study      –       –       –       –       –       –       –       –       46

3.2    Research Design  –       –       –       –       –       –       –       –       46

3.3    Population of the Study         –       –       –       –       –       –       46

3.4    Sample and Sampling Techniques   –       –       –       –       –       47

3.5    Instrument for Data Collection       –       –       –       –       –       47

3.6    Administration of the Instrument    –       –       –       –       –       48

3.7    Method of Data Analysis and Presentation        –       –       –       48

 

CHAPTER FOUR

4.0    Presentation and Analysis of Data   –       –       –       –       –       49

4.1    Customer Characteristics and Classification       –       –       –       50

4.2    Presentation and Analysis of Consumers Questionnaire       –       51

4.3    Salesmen Characteristic and Classification        –       –       –       62

4.4    Presentation and Analysis of Salesmen Questionnaire –       63

4.5    Proof of Hypothesis      –       –       –       –       –       –       –       73

 

CHAPTER FIVE

5.0    Summary, Conclusion and Recommendations   –       –       –       75

5.1    Summary    –       –       –       –       –       –       –       –       –       75

5.2    Conclusion –       –       –       –       –       –       –       –       –       79

5.3    Recommendations        –       –       –       –       –       –       –       81

Bibliography        –       –       –       –       –       –       –       –       83

 

CHAPTER ONE

1.0    INTRODUCTION

The act of persuading customers to by either a product, service or idea would be very difficult if not for the act of salesmanship

 

Marketing can be defined as the managerial process involved in identifying, anticipating and satisfying customers requirements profitably. Survival of the fittest has become the order of things in the market. This is due to the variety of product and services.

 

As a company increases in output, in finds it difficult to dispose of this product and thus the need for salesman arises. The needs for talented sales personnel who are vigorous, zealous and are very determine arise. The company that embraces such change is sure to March forward than those who remain insensitively to such change.

 

Salesmanship has become a dynamic force in commercial and industrial economic e.g. we are to think both commercially and industrially then we must be able to sell one national output of raw materials goods and services continuously and at a rate of profit which will ensure meeting current commitments as demand increases

 

Salesmanship is concerned with a conscious or unconscious use of persuasive power salesmanship is an effective way of persuading current potentials customers to buy with lasting satisfaction. It has taken a new dimension in our economy due to the increased business activities in the production and service sectors.

 

Fundamental marketing orientation demands that every executives in an organization that offers something to consumers should be marketing oriented. This presupposes that every executive should ideally be a salesman, salesmanship has become a profession and sales people should be trained to operate as such.

 

The changes in one business environment for the year coupled with the stiff competition facing organization have made selling the most progressive and marketing oriented organization.

 

Telling how good your products are or getting an order is no longer the mark of good salesman in the market place for every product/services competing not at the same price, quality and daintier etc. The only advantage such a company may have on these competitions in the effective sales strategies and tactics.

 

Personal selling is an integral part of marketing and is one of the four elements of marketing of marketing that go to form the premix which is the component of marketing mix personal selling is particularly important why it meet special attention.

 

As productivity and technology shift to a higher gear, what it takes to succeed in sales is more complex and more that ever the need for human touch. This is because customer needs people/individual to explain to them and guide them in their choice among alternative products or services to differentiate between competitors and the operation of such product, this trend use off the growing importance of professional sales people.

 

After a product of service has been conceived, then feasibility studies is completed, the production technology developed the marketing plan completed the market testing conducted, the adverting and public relation plan produced and distributed, there still becomes a point where one person must persuade one another to buy the product or services. This summarized the significance of selling and salesmanship.

 

1.1    BACKGROUND OF THE STUDY

Trough selected acquisition and mergers; the company’s range of quality products is broad. These include sunlight, omo, lux, oxber, rim, breeze, reward, close-up, fresh, elide, esteem hair care range, pears baby product, Vaseline, lotus, blue band, breadeen, holsum, galaxy cream, royco and oroyo etc.

 

The purpose of Unilever Ltd is to meet the everyday needs of consumers everywhere in Nigeria.

 

A total commitment to exceptional standards of performance and productivity to working together effectively and to willingness to embrace new ideas and the learn continuously.

 

To uphold the higher standard of corporate behavior toward their employers, consumers and the society in which they exist in.

 

 

1.2    STATEMENT OF THE PROBLEM

Many companies in Nigeria particularly producers of consumer goods have failed to give due recognition to the importance of salesmanship. The effect of this nonchalant attitude on the part of producers has resulted in persistence decline in the sales of products

An Evaluation of the Cost of Packaging and its Implications on the Profitability of a Manufacturing Organisation

 

Click here to download our android mobile app to your phone  for more materials and others

COMPLETE PROJECT  MATERIAL COST 5000 NAIRA OR $10 , 

. A FRESH TOPIC NOT LISTED ON OUR WEBSITE COST 50,000 NAIRA ( UNDERGRADUATE) OR 100,000 FOR SECOND DEGREE STUDENTS. $500. PLUS  FREE SUPPORT UNTIL YOU FINISH YOUR PROJECT WORK. CONTACT US TODAY, WE MAKE A DIFFERENT. DESIGN AND WRITING IS OUR SKILLED.  DESIGN AND WRITING IS OUR SKILLED.

Note: our case study can be change to suit your desire location . we are here for your success.

                                   ORDER NOW

Foreign Transaction For Dollars Payment :
Bank Name: GTBank
Branch Location: Enugu State,Nigeria.
Account Name: Chi E-Concept Int’l
 Account Number:  0117780667. 
Swift Code: GTBINGLA 
Dollar conversion rate for Naira is 175 per dollar. 

ATM CARD:  YOU CAN ALSO MAKE PAYMENT USING YOUR ATM CARD OR ONLINE TRANSFER. PLEASE CONTACT YOUR BANKER SECURITY GUIDE ON HOW TO TRANSFER MONEY TO OTHER BANKS USING YOUR ATM CARD. ATM CARD OR ONLINE BANK TRANSFER IS FASTER FOR QUICK DELIVERY TO YOUR EMAIL . OUR MARKETER WILL RESPOND TO YOU ANY TIME OF THE DAY. WE SUPPORT CBN CASHLESS SOCIETY. 

OR
PAY ONLINE USING YOUR ATM CARD. IT IS SECURED AND RELIABLE.

form>DELIVERY PERIOD FOR BANK PAYMENT IS  LESS THAN 2 HOURS

How to transfer from your bank account to All  Nigeriabanks

1. Access Bank:
—-*901#

2. EcoBank:
—-*326#

3. Fidelity Bank:
—-*770#

4. FCMB:
—-*389*214#

5. First Bank
—-*894#

6. GTB:
—-*737#

7. Heritage Bank:
—-*322*030#

8. Keystone Bank:
—-*322*082#

9. Sky Bank:
—-*389*076*1#

10. Stanbic IBTC:
—-*909#

11. Sterling Bank:
—-*822#

12. UBA:
—-*389*033*1#

13. Unity Bank:
—-*322*215#

14. Zenith Bank:
—-*966#

15. Diamond Bank
—-*710*555#

To know your BVN, dial
—-*565*0#.

E.g for First bank…   *894 *Amount *Acct. No. #

Please dail d code from d number u used to register d account from the bank

CALL OKEKE CHIDI C ON :  08074466939,08063386834.

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CHAPTER ONE

INTRODUCTION

• BACKGROUND OF THE STUDY

We live in a world of packaging our foods, our supplies and to a large extent our clothing. We use packaging in wide variety of forms, shapes and materials.

Packaging means all the activities in the product planning that involves designing and producing the container or wrapper for a product. The wrapper container is called the package. The exterior cover for a product packaging is often referred to as the silent salesman because it has the ability to persuade people to impulse buying. It calls for immediate attention to the product, stimulate demand and increase sales. It is often said that, packaging cost often exceed all other marketing tools that are used to move goods from the manufacturing to the consumers and also used to determine the price of goods and services.

It can be stressed also that, considering packaging as a marketing tool, emphasis is also given to vast and environment concerns that is involved in packaging. These acts were emphasized through cost analysis research conducted by Lemar and Dobler (1992) it has found out that while advertising only accounts for about two of the total cost, packaging materials were responsible for about twenty two percent in most manufacturing organizations.

In terms of environmental concerns, packaging makes up a third of the rubbish by weight, which we put in our dustbin.

The research project is aimed at evaluating the cost incurred in packaging and the effects, it has on the profitability of manufacturing organizations.

It further explains in details the benefit of packaging and its disadvantages on the society and the economy.

• STATEMENT OF THE PROBLEM

In recent years, packaging has been under almost constant barrage of criticisms of lack of attention devoted to packaging. Packaging has been accused of being misleading, expensive, littering and anticipating inflationary, offensive and even immoral.

No area in modern business that is so spread in its operation and so highly treated in writing as that of packaging. Existing literature is almost entirely confined to article and reprints of talks dealing largely with “how to do it” and “why it was successful”.

The major reason could be attributed to the tendency of classifying packaging as a production cost ad secondly, the practical functions which the pack performs, which tend to shied it from public scrutiny of the type directed at promotional expenditures whose practical virtues are less discernible.

At the moment, there is death of reliable information on packaging expenditure in manufacturing organizations in Nigeria. Most of the information related to packaging expenditure usually comes from foreign sources. In the light of this, the researcher attempts to undertake this study in order to find out the

 

THE EFFECT OF MARKETING STRATEGIES ON PRODUCT LIFE CYCLE

(A CASE STUDY OF MTN NIGERIA KADUNA)

 

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ABSTRACT

Marketing strategies have been the effective tool available for organization in achieving the marketing goals and objectives. It serves as a determinant for a product movement along the product life cycle curve (Product Life Cycle ). Telecommunication industries is not left out, an attempts is made to evaluate the extend to which the effect of marketing strategies on a product life cycle is applied by MTN Nigeria Kaduna mobile phone service providers. The method used for data collection was structured questionnaire. The randomly selected size of (20) out of a estimated population of twenty five (25) management staff and eighty out of a population of one hundred customer/distributors were used for the research work. The data collected were tabulated, analyzed and interpreted using simple percentage method for easy comprehension. Hypothesis was developed and put into test, thus: Ho: Application of marketing strategies of MTN Nigeria does not have any significant effect on the product life cycle. H1: Application of marketing strategies of MTN Nigeria have a significant effect on the product life cycle. After the proof of the above hypothesis, the alternate hypothesis was accepted, while the null hypothesis was rejected. The study conclusively found that MTN Nigeria (Kaduna) applies marketing strategies in its marketing operation while it observe its product life cycle curve, even though the effectiveness of the marketing strategies have not been fully maximized due largely to some constraint that come from both the internal and the external factors. It is thus recommended that for the company to improve on its current marketing share through the application of marketing strategies it has to urgently improve the quality of its service to the subscribers.

CHAPTER ONE
1.0 INTRODUCTION
The effect of marketing strategy on Product Life Cycle (Plc) is adopted in order to forecast the activities involving the strategy in the stages in the Product Life Cycle (Plc).
Its successful accomplishment requires analysis of the data from the past decision in the present, and evaluation of the future.
However, the company’s position and differentiation strategy must change the product, market and competitors changes over the Product Life Cycle (Plc).
To say that a product has Life Cycle (LC) is to assert four things:
1. Product have a limited life
2. A product sales pass through a distinct stage, each posing different challenges, opportunities and problem to the seller.
3. Profit rise and fall at different stages of the Product Life Cycle (Plc).
4. Product requires different marketing financial, manufacturing, purchasing and human resource strategy in each Life Cycle (LC) stage.
Most Product Life Cycle (Plc) curves are portrayed as lock-shaped. This curve is typically divided into four stages: Introduction, growth, maturity and decline.
In the functional units of the telecommunication industry, the responsibility of ensuring that the product stayed long in the market depends on the efficiency of the marketing unit in the firm; which will also look at the ways at which product are developed i.e. the right product for a target market that will come in either physical goods or service or a blend of both; though reaching the target market, which is concerned with getting the right product to the target market place as a product is not much good to the customer it is not available when and where it is wanted.
1.1 STATEMENT OF GENERAL PROBLEMS
The major problem of product life cycle has to do with inefficiency of the executive, which make it difficult to achieve success in the various stages of the LIFE CYCLE curve.
So many products have died before they were being lunched into the market because of the poor introduction of marketing strategies. Therefore, a lot of companies are into debt to remain in operation.
Producers are no longer interested in marketing profitability or profitable sales through satisfying customer’s needs, but they are only interested on marketing high profit which consequently has lead to inflection as one of the major problems facing product survival within the business world.
Irregularity like bribery an corruption practices, blackmailing so as to gain large market share between companies and competitors, companies no longer use quality and efficient service delivery to gain large market, but instead they use obsolete equipment in providing services which result into poor service delivered at an exorbitant price all in the bide to make high profit, therefore, this project will look at the effective way of applying the marketing strategy to gain good and healthy result on the cycle of a product, and also it will highlight the impact the concept has made in telecommunication world especially in MTN service in Nigeria.

1.2 THE HISTORICAL BACKGROUND OF THE SUBJECT MATTER
MTN Nigeria is part of the MTN group, Africa’s leading cellular telecommunications company. On May 16, 2001, MTN became the first GSM network to make a call following the globally lauded Nigeria GSM auction conducted by Nigerian communication commission earlier in the year. Therefore the company launched full commercial operations beginning with Lagos, Abuja and Port Harcourt.
MTN paid $285m for one of the four GSM licenses in Nigeria in January 2001 to date, in excess of US $1.8 billion has been invested in building telecommunication infrastructures in Nigeria.
Since launch in August 2001 MTN has steadily deployed its services across Nigeria. It now provide service in more than 223 cities and towns, more than 10,000 villages and communities and a growing number of high-ways across the country, spanning the 36 states of Nigeria and the Federal Capital Territory, Abuja. Many of these villages and communities are being connected to the world communication for the first time ever.
The company is digital microwave transmission backbone, the 3,400 kilometre Y’elloBahn was commissioned in January, 2003 and is reported to be most extensive digital microwave transmission infrastructure in all Africa. The Y’elloBahn has significantly helped to enhance call quality on MTN network.
The company subsists on the core brand values of leadership, relationship, integrity, innovation and “can-do”. It prides itself on its ability to make the impossible, possible connecting people with friends, family and opportunities.
MTN Nigeria has been expanding its. Network capacity to include the numbering with the prefix 0806 to 070, marketing the MTN the first GSM network in Nigeria to have adopt an additional numbering system having exhausted its initial subscriber numbering range – 0803.
In its resolve to enhance quality customer service, MTN Nigeria has also introduced a self-help foll-free 181 and 180 customer care line through which subscriber can resolve their frequently asked question free of charge.
MNT’s overriding mission is to be a catalyst for Nigeria economic growth and development, helping to unleash Nigeria’s strong developmental potential not only through the provision of world class communications but also through innovative and sustainable corporate social responsibility initiatives.