PROMOTION AS A STRATEGIC INSTRUMENT IN THE SALES OF MALT DRINKS.

A CASE STUDY OF GUINNESS NIGERIA PLC ENUGU METROPOLIS .

 

Download our android mobile app for more materials

ORDER NOW

COMPLETE MATERIAL  COST  N2,500 Or $10.  FRESH  PROJECT MATERIAL  COST 50,000 NAIRA FOR UNDERGRADUATE, OTHERS 100,000 -200,000 NAIRA.

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 BANK SECURITY FOR 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 24 HOURS

CALL OUR  CUSTOMERS CARE  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 project is a very crucial study for the Guinness Nig Plc the study was motivated by the necessity to establish the extent of promotion as a strategic instrument in sales of any manufactured prompts.

Guinness Nig Plc was made use of by the researcher as case of study because of the level and precision this study intends to attain this study was also expected to:

1. Examine the effectiveness of promotion techniques been employed by Guinness Nig Plc.
2. Determine to which extent this organization have successfully operated its business with the current promotion of its permits
3. Device ways such that promotion could be used as a strategic instrument in enhancing increase in sales this research work is therefore significant in the sense that it has endeavoured to suggest workable and acceptable guidelines which companies many find useful in handing organizational problems particularly those  having to do with promotion.

Three research hypothesis were formulation to avoid deviation from the subject under study.  Both primary and secondary serves were used in collection of data the research instrument used in collimating the data were.

In organizing and presenting data collimated tables frequencies and percentages were used to present the raw data in a meaningful manner thereafter the variation hypothesis were tested using chi-square at a degree of 0.05 level of significance.

The following hypotheses were accepted after the test.

1. Malta Guinness is preferred to other competing malt drinks because of  its  superiority
2. The price of the product hinges largely on the good will of Guinness trade name.
3. The price of the product has influenced its share of the market.

Based on the findings the researcher opinion in materials some recommendation which hopefully will be useful to the company under studies in particular and other firm in the industry in general more so the conclusion of the study states that promotion of the product is not only the yard stick to measure the performance of a product in the market.  It whose that product superiority good will and other falters normally contribute immensely.

Nevertheless the promotion is the most strategic instrument not only for promoting the sales of a product but also for booking and projecting the overall corporate objectives of a firm.

 

CHAPTER ONE

Introduction

Background of the study

Historical background (Guinness Nig Plc)

Statement of the problem

Objective of the study

Research hypothesis

Significance of the study

Scope of the study

Need for the study

Definition of terms.

 

CHAPTER TWO

Literature review

The promo tools

Promotion objectives and is economic importance

Promotion policy/ strategies

Promotion mix strategies

Setting the total promotion budget and mix

Integrating the promotion mix

Promotion procedures

Promotional pricing

Factors influencing promotion decision

 

CHAPTER THREE 

Research methodology

Profitability sample

Pilot survey

Source of data

Population of study

Questionnaires administration

Limitation of study

 

CHAPTER FOUR 

Presentation analysis and interpretation of data

 

CHAPTER FIVE

Summary of findings recommendation and conclusion.

Conclusion

Summary of findings

Recommendation

Conclusion

Questionnaires bibliography

 

CHAPTER ONE

1.1            BACKGROUND OF THE STUDY

The purpose of promotion is not to recover cost but to capture the value of the product in the minds of the customers.  Promotion consists of co-ordinated sellers imitated effort to establish channels of information and persuasion to foster the sales of good and services.  Promotion means every means of communication a product or service to the buyer or final consumer.  It should be recalled that each of the marketing mix communicating means proper integration of the marketing mix variables and the promotional mix in the right proportion to achieve the market goals of the organization in other words Wibur Schram says that promotion as a communication tools is the process of establishing commonness or oneness of thought between the seller and the buyers. The brighter understanding and knowledge of the product help to keep owing the product foreword

Effective promotion pushes the product along different stays of response depending on the stays of the product on the product life cycle or the particular response demanded by the marketers the response can be awareness liking knowledge preference conduction and or purchase

It is also said that a company can have the best quality product which price is considered reasonable but without letting people know that such product exist and can be found at a particular place such product cannot get market patronage because it is sufficiency from major marketing problem of no promotion on the same vein a product that does not receive proper integration of the promotional mix at the optional level is equivalent to no promotion at all.

The promotional mix are advertising sales promotion personal selling public relation and direct marketing advertising is any paid form of non personal presentation and promotion of idea goods or services by an identified sponsor.  It involves the use of mass medium they are radio television new paper etc. advertising could be carried out for different purpose in that case there are competitive advertising [aimed at fighting competition] informative advertising [a moving the existence of a hew product or service o a modification of existing brands] institutional advertising [advertising has some distinct qualifies.

1. Mass communication:  The message is transmitted simultaneously to a large number of people through a media.
2. Controlled: The contents time and direction of an advertising message are controlled by the advertiser
3. Impersonal: Advertising is a monolgue
4. Dramatization: Advertising is characterized by sand colour  and the use of prints. The makes the message interesting and sometimes dramatize the company and its product personal selling personal presentation by the firms sales force for the purpose of making sales and building customers relationships.  It is an effective tools for bundling up buyers preference conditions and actions.

Its distinct features are:

Personal communication: Personal selling involves close personal interaction between sellers and buyers.

Immediate feedback:  It is a dialogue it permits the prospect to raise objectives ask question or place order immediately.

Sales promotion:  Short term incentives to encourage the purpose or sales of a product or service. Sales promotion include a wide assessment of tools like coupons contest cent off deal premiums and other all of which have many unique qualities it attracts quick’s responses where  as advertising says “ sales promotion can be classified into consumer promotion [sampling premium offer price off etc]

Trade promotion [dealer contests free good merchandising allowance etc] and sales force promotion [ sales force contest bouns etc].

Its distinct features are:

1. Alternation getting: They product direct and immediate concession and enlivenment to gain alternation of the buyer and lead the buyer to the product.
2. Product or image damaging: A too frequent use of sales promotion tools may covey the notion that the product being pushed are either inferior ill designed or even over priced.

Public relation:  Building good relations with the company various public by obtaining favourable publicity building up a good corporate image and handing or heading off unfavourable rumours stories and events. Publicity appear in different ways they are press relation [placing news worthy item in the news media] product publicity [launching a new product] lobbying ]fighting undesirable government polices and supporting the desirable polices] corporate promotion [internal and external message to improve the understanding of the institution]

Its district features are:

High credibility:   The news stories and messages are not sponsored by the seller so readers see it to be trusting they and authentic.

Off guard: messages that appear as news are not paid for in the sense that the firm is not billed for the space or time.

Direct marketing: Direct connections with carefully targeted individual consumers to both obtain an immediate responses and cultivate lasting customer relationship.  It is a non-public and its message is directed to a specific person. It is immediate and customized and interactive direct marking is done through the use of telephone mail fax email internet etc.

Promotion is one of the element in marking mix that represent cost.  Therefore any stay on the subject womb have to be stream lined in order to arrived at an acceptable and profitable policy. In the light of this project is set to determine promotion as an instrument in sales of malt drink with a special emphasis on Malta Guinness brewed by Guinness Nigeria Plc. In other words viewing promotion from the sales angle that is using sales as a parameter to measure the effect of promotion both on consumer completers quantify demanded.

 

HISTORICAL BACKGROUND [  GNPLC) 

Guinness Nigeria Plc was incorporated in Nigeria in 1950 to import and distribute Guinness from Dublin for sales in Nigeria.

Following the great success of the product in Nigeria a decision to build a Brewery in the country was taken in 1960 and the stout brewery in Ikeja was constructed in 1962 hence the new enterprise [Ikeja brewery] eventually became the third Guinness brewery in the world providing Guinness sort apart from Dublin and London.  With the increased demand for their high quality product the brewery was expanded as a result they entered into the lager beer market with the construction of harp brewery in Benin in 1974.70 meet the ever growing demand for Guinness stout the third brewery was built to cater for the huge market demand in the eastern zone. The contribution of Guinness Nig Plc to the national economy lies not only in providing direct employment to over 500 [five thousand employee but also in the indirect employment it generate for them sand of other Nigerians engaged in the production be battles crow hock creates content labels and also transporter of their supplies and finished goods as well as contractor who service their breweries.  The firm also generate considerable internal revenue for government though the payment of excise duties import duties and company tax which in a normal year a merits to an average of 14 million per month excise duty alone. The  first Nigeria to head the firm was appointed in 1975 in person of chief [Dr] A.K Ubeku on 1^st September 1986 the company was formally reorganized into three main division brewing division Guinness farm division and Guinness processing division. The company has being aligned with government policy on import substitution and at the sometime committed to the maintenance of high quality products while at the sometime it has been good corporate citizen by building and maintaining age hospital and as well as supporting the development of sports throughout the federation.

 

With the success story of brewing in the country the firm added yet another line of point to its existing line in 1990 and named it Malta Guinness. Purposely to capture point. It is of importance to mention here that till the dare of writing this product Malta Guinness is doing fine among its completing brands in the market.

Due to proper direction of the board of directors their technical partners support the hard work of the management and staff couple with customers continuous patronage the companies turnover has risen from #286 million on in 1986.  the headquarters of the firm is located in Ikeja and is response for overall planning co-ordination and control of the whole company.

 

STATEMENT OF THE PROBLEM 

Guinness Nigeria Plc was incorporated in Nigeria in 1950 with the success strong of the brewing in the country the firm added yet another line of product to its existing line in 1990 and named it Malta Guinness. Guinness Nigeria Plc is the leader in the Malta drinks industry in Enugu metropolis the company has other.  Product like Guinness stout and harp both of them are alcoholic.

Malta Guinness ahs been selling well in Nigeria for many years and the performance of the product in the market ahs been satisfaction.  Most consumer prefer the product to other completing brands of malts.  Why do consumer prefer it to other completing brand upon the fact that the price is higher when compared with other Malta drink.

Why has Malta Guinness been so successful in the marketing is the success as a result of the product quality taste company’s trade mark or name pricing system or promotional system.

 

OBJECTIVE OF THE STUDY               

Promotion is one of  the controllable mix in marketing and its importance cannot be over emphasized because it is one of the revenue generating mix. The management therefore has to be more stringent in planning this mix therefore the objective of the study are:

To find out whether the company’s promotion mix strategies affects the sales volume of the product

To identify how competitors promotion system is affecting the company sales volume.

To know whether promotion division really constitute a complex  web in business organization.

To suggest ways of improving the promotional mix strategies in order to improve the overall objective of the firm.

 PUBLIC RELATION AS A MARKETING TOOL IN BUSINESS ORGANIZATION.

(A CASE STUDY OF UBA BANK ENUGU BRANCH) .

 

Download our android mobile app for more materials

ORDER NOW

COMPLETE MATERIAL  COST  N2,500 Or $10.  FRESH  PROJECT MATERIAL  COST 50,000 NAIRA FOR UNDERGRADUATE, OTHERS 100,000 -200,000 NAIRA.

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 BANK SECURITY FOR 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 24 HOURS

CALL OUR  CUSTOMERS CARE  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 thesis, PUBLIC RELATIONS AS A MARKETING TOOL IN BUSINESS ORGANIZATION (A CASE STUDY OF UBA BANK PLC ENUGU BRANCH) is based on finding out the need of public relations at marketing level in a business organization using UBA Bank of Nigeria Plc.

The objective of the study includes:

(1)        To examine the impact of public relation as a marketing tool in UBA bank in Nigeria Plc.

(2)        To determine whether or not some of those problems are caused by the bank’s management itself.

In this Research Work, the researcher has investigated on how het marketers sees public relations unit of the bank and how its activities affects the bank and also its benefits from the activities.

Questionnaires and oral interviews were used by the researchers to gather data in the analysis. A total of 126 questionnaires were sent out to respondents comprising of the management staff, marketing staffs, the working staffs, the operation staffs and customer of UBA Bank of Nigeria Plc. The researcher took note of their responses and this formed the basis of this research. Above all the researcher read and made use of important and reliable books written authors of public relations.

From the findings based on the objectives of the bank:

(1)        PR is highly rated and is being used as a marketing tool and also contributed in the marketing activities in UBA.

Recommendation based on the findings

(1)        For the bank to maintain the image or probably improve on it

(2)        The bank must try as much as possible to follow up finding made by P.R. unit.

(3)        If all these are properly done by UBA, the bank will grow and in profitability.

TABLE OF CONTENTS

CHAPTER ONE

1.0   INTRODUCTION                                                      1

1.1   BACKGROUND OF THE STUDY                               1

1.2   STATEMENT OF THE RESEARCH PROBLEMS               9

1.3   OBJECTIVE OF THE STUDY                                    11

1.4   SIGNIFICANCE OF THE STUDY                               11

1.5   RESEARCH QUESTIONS                                         13

1.6   RESEARCH HYPOTHESIS                                               13

1.7   CONCEPTUAL AND OPERATIONAL DEFINITION

OF VARIABLE                                                          14

1.8   LIMITATIONS OF THE STUDY                                  17

REFERENCES                                                         19

CHAPTER TWO

2.0   LITERATURE REVIEW                                           20

2.1   THE HISTORICAL ANTECEDENTS OF

PUBLIC RELATIONS                                                20

2.2   PUBLIC RELATIONS DEFINE                                   26

2.3   OPERATIVE PARTS OF THE ABOVE DEFINITIONS  27

2.4   PUBLIC RELATIONS PROCESS                                        34

2.5   THE PLACE OF PUBLIC RELATIONS

IN MARKETING                                                                38

2.6   AGENDA SETTING THEORY                                    45

2.7   PUBLIC RELATIONS STRATEGIES                          46

 

CHAPTER THREE

3.0   METHODOLOGY                                                     51

3.1   RESEARCH METHOD                                              51

3.2   STUDY UNIVERSAL/POPULATION                          52

3.3   SAMPLE SIZE                                                          52

3.4   INSTRUMENT OF DATA COLLECTION                     54

3.5   METHOD OF DATA ANALYSIS                                 55

REFERENCES                                                         56

 

CHAPTER FOUR

4.1   DATA ANALYSIS AND PRESENTATION

OF RESULT                                                             57

4.2   RESULT                                                                   58

4.3   TESTING OF HYPOTHESIS                                      63

4.4   MAJOR FINDINGS                                                   67

 

CHAPTER FIVE

5.1   SUMMARY AND CONCLUSION                                        68

5.2   RECOMMENDATIONs                                              69

BIBLIOGRAPHY                                                        70

APPENDIX                                                               71

 

CHAPTER ONE

1.1   BACKGROUND OF THE STUDY

Business organization do not exist in a vacuum. Whether dealing on good or specialized in rendering services. Organizations (both private and public) exist at the concept of people in two factors have added impetus to the concept of people in today’s organizations. They include firstly, the upsurge in the number of complexity of organizations and secondly are the ever increasing sophistication in the demand of consumers.

Today, the need for improvement in the use of “Public Relations” as a means of achieving greater organizational results is increasing being realized. Today, organizational result is increasingly. Today, organization that really wants to have the leading edge must be plugged or placed into trotline relationship with the customers and other publics. Today it is being realized, more than ever before, that any organization, which chooses to work at cross-purposes (misunderstanding) with its various public especially the customers will not survive for a long time. The nation of secrecy that characterized the activities of most business organizations is now for past.

Ikechukwu Nwosu (1990) rightly put it “Pubic relations is of great importance in human indispensability in creating goodwill, understanding the support needed between an institution (business organization) and its pubic”. This seen in his definition of public relation, when he said that pubic relations practice is a deliberately planned and sustained effort to establish and maintain mutual understanding between and organization and its public.

The prevailing nation that the customer is “all powerful and therefore needs to be consulted in the various stages of production of foods and service so that the product comes out exactly the way he wants it has made public relation more and more relevant in today’s business organization. So business organization in general must not isolate themselves from the public, but should maintain a cordial continuity relationship with them.

Banks have gone a long way in the country or society as a whole. They are recognized as business organization selling services to the public. The public’s readiness to buys the services depends largely on how much they know about the services and the confidence does not come however through “quietness” but through their effort in publicizing their activities on confidence overtime. Looking at the failed banks situation in the country where most customers of such banks lost their money to the illegal activities of such banks. So there is the need for publicizing bank activities for proper knowledge or information to the customers and public. By the time all the necessary information are made known to the public, dubious banks would be well differentiated by public.

Banks cannot afford and should not afford to loose their customers, particularly on a continuous basis. They have to strive to win customers but should not stop at that. They should also retain the customers and this has to do with public relations.

As a marketing function, public relations encompass the following:

(i)          Anticipating, analyzing and interpretating pubic opinion, attitude and issues which might impact, for good or ill, the operations and plans for the organization.

(ii)        Counseling marketing at all levels in the organization with regards to promotion, rospecting, presentation and follow up taking into account their public ramifications and the organization’s social or citizenship responsibilities.

(iii)      Researching, conducting and evaluating on a continuous aims. Thus basis are programme of action and communication to achieve informed public understanding necessary to the success of an organization’s aims. This may include marketing financial, fund raising, employee, community of government relations and other programmes.

(iv)       Planning and implementing the organization effort to influence or change public policy.

(v)         Setting objectives, planning, budgeting recreating and training staff, developing facilities; in short managing resources needed to perform all the above (Salu 1994).

Banks exist, therefore to serve the financial needs and wants of people as individuals, business, institutions, government, etc.

Conversely, a public relation is primarily concerned with creating goodwill, promoting and selling banks services, that marketing in order to enhance banks profitability.

However, of recent, many factors has contributed to the decline of banks such factors include inflation, central banks regulatory guidelines, poor management of institution, fraud and malpractices, demarketing, bad asset composition, political instability among others. Such factors have sent home some banks to their distress level today. Public relation through its specialized communication skills owed it a duty to package effective communication messages necessary to put the management and staff of the bank a positive perspective or point of view, making them to shun such vices like external public in a position to see them so. Such vice malpractices are like fraud, malpractices et.c that run counter to the wealth development of the sector. The public relations department owes its as a duty to carry out trend analysis or environment scanning by engaging or a periodic assessment and monitoring of banks environment.

The department in doing this uses the formular know as SWOT analytical approach ie.  you assess the banks system Strength, Weakness, Oppourtunity and Threats and provide adequate information to the marketers. (Nwosu, 1996).

It is indeed painful to note that after many years of the integration of the department in the banking system, banks have not changed much for the better. Worthy to mention in this discourse is also the fact that some banks give a lean attention to the department while others, out of deliberate misinterpretation and misconception or through ignorance thought of the department to be negligible or have not effect at all.

It was against this backdrop or finding lasting solution to this sector that rekindled the interest of the research in assessing the use of public relations as a marketing tool in business organization (UBA Bank of Nigeria, Enugu Branch)

 

 

HISTORY OF UNITED BANK OF AFRICA PLC

United Bank of Africa Plc (UBA) is a public limited company incorporated in Nigeria in 1961 and headquartered in Lagos. It is one of the Africa’s leading financial institutions offering universal banking to more than 7 million customers across 750 branches in 19 Africa countries and presence in New York, London and Paris- formed by the merger of the commercial focused UBA and the retail focused standard Trust Bank in 2005, the Bank purports to have a clear ambition to be the dominant and leading financial service provider in Africa.

UBA history dates back to 1949 when the British and French Bank Limited (BFB) commenced business in Nigeria following Nigeria’s independence from Britain UBA was incorporated in 1961 to take over the business of BFB. Today’s Untied Bank of Africa Plc (UBA) is the product of the merger of Nigeria third and fifth largest Banks, namely the old UBA and the former Standard Trust Bank Plc, and a subsequent acquisition of the erstwhile Continental Trust Bank Limited (CTB). The union emerged as the first successful corporate combination in the history of Nigeria banking.

 

OPERATIONS

Corporate Profile

Since its historical emergency from the merger of former Standard Trust Bank and UBA Plc, the UBA Group has positioned itself to be Nigeria’s dominant bank and a leading player in Africa continent. In 2000, Europe’s frontline finance and economy magazine, euro-money named UBA the Best Domestic Bank in Nigeria, in recognition of the Bank’s exponential growth in the past couple year and the comparatively higher inflow of investment from global finance players in 2007, Pan-Africa Newsmagazine awarded UBA the Emerging Global Bank Award indicative of the international bank which has most positively influenced the Africa continent.

UBA has consistently positioned itself as the bank to beat in Nigeria’s financially strong banking industry.

 

1.2   STATEMENT OF THE RESEARCH PROBLEM

A public relations department of business organization is charged with the duty of establishing, sustaining and mutual understanding between the organization with its various public. It is a deliberate action. Its publics are generally divided into “internal” and “external” publics. The internal publics consist of consumers, government, dealers, suppliers, member of the community and the mass media etc. public relation is the management of internal and external communication of an organization to create and maintain a positive image. Public relations involves popularizing success, down laying failures, announcing changes, and many other activities. The relation existing between an organization and its public is deliberately established ie. (the staff and the management). Also that the external public of the organization will depend on the amount and quality of information available to them about the organization.

Organizations are often accused by customers and employees of being nonchalant of their demands, these organization are accused of outright hostility often bordering on belligerence. These organization are so short-circuited to foresee that there are bound to be reactions when standards of expectations are not met.

Public relations is hardly recognized as the necessary step in building bridges of good will and mutual understanding between the organization and its various public where it is given any recognition. It is almost seen as an appendage (ie. make up) to the chief executive and practitioners, seen as errand boys, with really inculcating them in the management boardrooms and decisions so that they can contribute meaningfully in the states of the organization – UBA banks, though leading in the country, has is own problems in relating with its own customers. Customers still complain of poor services, delay in banking services.

This study will look at how problems are made to the bank and how effective the public relations play their own part by relating it to the management ie. if they are given the opportunity at all to relate with the management board.

1.3   OBJECTIVES (AIMS) OF THE STUDY

The objective of the study is to examine the impact of public relations as a marketing tool in UBA bank of Nigeria Plc. Again to determine weather or not some of these problems are caused by the bank’s management itself.

SALES PROMOTION AS A PANACEA FOR IMPROVED SALES THE NIGERIA BOTTLING COMPANY EXPERIENCE.

(A CASE STUDY OF NIGERIA BOTTLING COMPANY PLC 9^TH MILE CORNER) .

Download our android mobile app for more materials

ORDER NOW

COMPLETE MATERIAL  COST  N2,500 Or $10.  FRESH  PROJECT MATERIAL  COST 50,000 NAIRA FOR UNDERGRADUATE, OTHERS 100,000 -200,000 NAIRA.

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 BANK SECURITY FOR 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 24 HOURS

CALL OUR  CUSTOMERS CARE  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 study treats or focused on sales promotion as a panacea for improved sales. The Nigeria Bottling company experience. Using NBC plc 9^th mile corners as a case in point. The major problems investigated was to determine whether actually manufacturing companies derive benefits by engaging sales promotions and other business incentives. The primary objectives of this study was to find out the extent through which sales promotion can be used to improve sales. The review of other related literature which was necessary for this study was made.. out of a population of three hundred workers of NBC PLC one hundred and seventy one was chosen as the sample size. The sample size was determined using the Taro Yamani Formula.

Survey research method was used because of its reliability in generating results and analysis. The data for the study was collected through the use of questionnaire. Data were presented in tables while analysis were according to research questions, however, the major statistical tool for analysis include, simple percentage, mean score and bar chart.

From the analysis carried out, it was discovered that NBC PLC, Enugu benefits from engaging in sales promotion and other business incentives.

The finding also reveals that the level of response from the customers and consumers of NBC PLC sales promotion include; the size of promotion, the audience participation requirement, type of promotion and ease of getting the offer. The researcher recommends that NBC PLC should engage in extra marketing strategy to stimulate consumer patronage and rate of turn over for its survive the present economic competition such as strategy is sales promotion.

 

TABLE OF CONTENT

CHAPTER ONE

INTRODUCTION

1.1            Background of the study

1.2            Statement of the research problem

1.3            Purpose of the study

1.4            Significance of the study

1.5            Research questions and hypothesis

1.6            Definition of term

1.7            Assumption

1.8            Scope and limitation of the study

References

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1            The meaning of sales promotion

2.2            The objectives of sales promotion

2.3            Sales promotional tools  and its implications

2.4            Advertising (the promotion effort)

2.5            Summary of related literature review.

References

 

CHAPTER THREE

3.0            RESEARCH METHODOLOGY

3.1            Research method

3.2            Research design

3.3            Area of study

3.4            Population of the study

3.5            Sample and sampling technique

3.6            Instrument of data collection

3.7            Validation of the instrument

3.8            Method of collection

3.9            Method of data analysis

Reference

 

CHAPTER FOUR

4.0            Data presentation and analysis

4.1            Presentations of data

 

CHAPTER FIVE

5.0     SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

5.1            Summary of findings

5.2            Conclusion

5.3            Recommendation

Bibliography

Appendixes.

 

CHAPTER ONE

 

INTRODUCTION.

1.1     BACKGROUND OF THE STUDY

Sales promotion is the activity that tends to educate, inform, persuade and induce prospective buyers, or consumers to patronize a particular product or services. Although advertising is seen as one of the sale products, colliers Encyclopedia volume 15 states that sales promotion covers various promotional techniques used by manufacturers and wholesales other than advertising and publicity.

Sales promotion also sanitizes and creates better awareness about a product or services with the intention of driving home the possible need and wants, such product or services can satisfy a consumer.

Operationally, sales promotion is an all marketing exercise or activity which are usually put together to principally create and ensure a steady increase in the demand for a particular product or service. Sales promotion which can also be called business promotion is also a principle factor that makes for desirable sales in any product or services. Historically, the use of sales promotion started effectively in Nigeria in the 18^th century when the retailers displayed their product in triangular shop to attract consumers. Since then, various sales promotion strategies have been developed by business organizations and these had contributed in various ways to the success of their respective business.

However, some business entrepreneurs and merchant have also criticized sales promotion as a waste of money, arguing that as a statement, debunking the statement, has been a serious puzzle owing to the fact that the study which can prove the sales promotion can be used for improved sales in any business is not easily fetched. This is why the researcher has chosen to embark on a study that will bring to charity for improved sales, on a business venture especially as it regards improving sales.

Consequently, the researcher also intends to examine the difficulties associated with planning and executing a sales promotion capable of making their desired improvement.

In other words, this study will concentrate on determining the use of sales promotion as a panacea for improved sales, Nigeria bottling company PLC makers of coca-cola and other brands of soft drinks. Nigeria bottling company is subsidiary of leventis group of companies, which produces soft drink in Niger under franchise granted to it by coca-cola company of Atlanta USA. The late Ag Leventis in 1943 established AG Leventis and company (NIG)LTD. The main business then was testile trade, but by mere providence, the two brothers, Messers AG Leventis and L Leventis nurtured the company to a group of companies with business interest like wholesales, retailing through departmental stores etceteras. Others were manufacturing of soft drinks, glass and plastic products.

About five companies which the group of companies are quoted to the stock exchange market. Branches include Enugu, Onitsh, Lagos, Aba, Ibandan and other scattered all over Nigeria significantly the marketing philosophy of the NBC is to create and distribute to Nigerians consumers soft drink that offer satisfaction to the demanding population. Hence it is charged with the responsibility of establishing sales promotion that should propagate high sales.

1.2     STATEMENT OF THE RESEARCH PROBLEMS

          The following problems are involved in this study

1. Difficulties in the determination of whether actually manufacturing companies derive benefits by engaging sales promotion and business incentives.
2. The impact of various departments towards the planning, design and execution of sale promotion.
3. When of these promotional tolls do manufacturing companies use in planning design and execution of sales promotion as it relates to NBC PLC Enugu.
4. Which factor influence the response of the consumer to a sale promotion/incentives programme.
5. Which of these methods does the company use to advertise or determine the performance of sales promotion

 

1.3     THE OBJECTIVES OF THE STUDY

The ultimate purpose of sales promotion is to increase and create better awareness about a product or services with the intentions of inducing the consumer to make more purchase which will at the same time, satisfy the consumers needs.

The primary objective of this study is to find out the extend through which sales promotion can be used for improved sales. The Nigeria bottling company experience.

Specifically, the study is intend to:

1. To determine the benefits derived by companies engaging in sales promotion and business incentives.
2. To find out the extent various departments contribute to the success of sales promotions.
3. To identify the promotional tools manufacturing companies use in planning, design, and execution of sales promotion.
4. To find out the factors that influence the responses of the consumer to a sales promotion.
5. To know the extent advertising help to determine the performance sales promotion.

1.4     SIGNIFICANCE OF THE STUDY

This study is significantly carried out for the following reasons.

1. The result of the study would help the management of NBC PLC Enugu in manufacturing increase return in investments to enable them remain strong in our competitive market.
2. The result will go a long way to alleviate the problems associating with sales promotion in manufacturing companies
3. This research study would also create a foundation that will facilitate the understanding of the need for sales promotion and its valuation.
4. It is hoped that result of the study will encourage various departments in NBC PLC Enugu to help contribute data for planning and controlling of sales promotion.
5. The result will help NBC to assess their overall performance for possible modification policy strategies and economic growth.
6. The result will also help manufacturing companies review their organizational goals and sees the extent their objectives are been achieved.
7. This study will definitely encourage manufacturing companies to sending their staffs to the course and workshop to acquire new skills and update their knowledge on sales promotion.
8. This study will help include new ideas to the management on various methods that can influence consumers response to achieve an increase in return on investment and profit position of NBC PLC.
9. This will also serve as work of reference to future researchers, while suggestions made in this study would serve as a rally point on formative evaluation of the best maximum and utilization of the best approach to planning, design and execution of sales promotion in NBC PLC Enugu.

1.5     RESEARCH QUESTION

THE MARKETING OF HOTEL SERVICE IN WARRI METROPOLIS

(A CASE STUDY OF ROYAL ARK HOTEL LIMITED)

Download our android mobile app for more materials

ORDER NOW

COMPLETE MATERIAL  COST  N2,500 Or $10.  FRESH  PROJECT MATERIAL  COST 50,000 NAIRA FOR UNDERGRADUATE, OTHERS 100,000 -200,000 NAIRA.

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 BANK SECURITY FOR 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 24 HOURS

CALL OUR  CUSTOMERS CARE  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

          The primary aim of this project work fitted “ Marketing of Hotel services in Warri Metropolis which Royal Ark Hotel Limited was used as a case study was to  determine the causes of low patronage by customers and equally to suggest possible solutions to the problem.

Relevant work relating to this project was reviewed in order to get more information on work to be carried out.  Both primary and secondary data was collected  in order to get the relevant information on the project work.  on the course of he analysis many findings were made which was attributed to be the cause of low customers patronage in the hotel.  Among the findings were:

1. The service process of the organization is too long.
2. There is no clear organizational chart.
3.   There is no clear organizational chart
4. Staff are not properly motivated in terms of salary.
5.  Their promotional tools were not effective
6. staff  are not properly trained
7. there is  no laid down rules for employment

In order to over come the problems listed above the following recommendation were made:

1. That the management of the organization should establish a pure marketing department and employ qualified marketing personnel in the department.
2. That the management should make their service process to be short by way of standardization and documentation of service process incentive  given to customers are adequate.
3. They should ensure that the promotional  incentive given to customers are adequate
4. Clear organizational chart should be made so that it will not create confusion on whom to report to.
5. The management should motivate their staff by way  of training and paying good salary
6. The organization should make sure that more graduates with reasonable experience are employed into the organization.

In conclusion, it was expected that this project would contribute to more practice of marketing concept in a hotel industry if it is implemented.

TABLE OF CONTENT

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY                              1

STATEMENT OF PROBLEM                                                5

NEED FOR THE STUDY                                             6

OBJECTIVE OR PURPOSE OF HE STUDY               6

SCOPE  AND LIMITATION OF THE STUDY            8

STATEMENT OF HYPOTHESIS                                8

DEFINITION OF TERMS                                             9

CHAPTER TWO

LITERATURE REVIEW                                               11

CHAPTER THREE

DESIGN OF THE STUDY                                            38

POPULATION FOR THE STUDY                               38

SAMPLE SIZE                                                              39

RESEARCH INSTRUMENT                                        40

QUESTIONNAIRE DESIGN                                        41

DATA COLLECTION                                                   42

CHAPTER FOUR

PRESENTATION, ANALYSIS AND —

INTERPRETATION OF DATA                                    43

CHAPTER FIVE

SUMMARY OF FINDING                                            71

CONCLUSION                                                              73

RECOMMENDATION                                                           74

BIBLIOGRAPHY                                                          76

APPENDIX  I                                                                79

APPENDIX II                                                                82

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

The subject matter of this research work s the “ marketing of hotel service in Warri metropolis” address the topic it is of importance to know what is meant by marketing service and hotel.

According to Kotler (1991 P.10), Marketing is defined as  a social and managerial  process by which individuals and groups obtained what they need and want through creating,  offering and  exchanging products of value with others.  According to William J. Stabtib (1981 P3)  Marketing is a transaction an exchange intended to satisfy human needs or wants.

The British institute  of marketing (1989 P1), marketing could also be viewed as the management process responsible for identifying, anticipating and satisfying customer requirement profitably.

According to William J. Stanton (1981 P.441) , services are those separately identifiable, essentially  intangible activities that provide want satisfaction, and that are not necessary tied to the sale of product or another services.

The Oxford Advanced Learners Dictionary of Current revised by Honby. Hotel is “a building where meals and rooms are provided for travelers”,

Classification of hotels: Motorist hotel with rooms and cabins, a parking area.  However some of he important service offered by hotel are Accommodation facilities including

Presidential suite

Executive chalets

Business suite

Studio rooms

Billard rooms

Luxury doubles

Restaurant, banqueting hall, bar, conference facilities etc

Recreation facilities

Personnel

The increase changes in the marketing place have made it necessary for hotel to become more market oriented in offering of their services.  They aim at satisfying their customers needs as well as fulfilling their own organization goals.

An Arewa hotels in house magazine (1991P30) define Hotel marketing as the application of marketing concept  in the hotel industry so as to achieve a more effective rendering of services to the customer”.  They have been  many developments and changes in the hotel reflect trends in the  economic, political and business environment with other being a consequence of technology ad social changes.

It was recently that hotels became more concern with marketing of services.  Expansion as well as competition among hotel organization or operators has occurred with rapid increase in recent years.

Today, there are so many hotels with the result that there is competition among them to win patronage of “customers” who want their service.

Any organization wishing to survive in this present day competition and indeed in any depressed economy should have always their service/ products, packaging and the images of their organization to help the promotional activities of the company to succeed in satisfying their customers and these could only be achieved by those hotels that are prompt, efficient and effective.  These hotels hve to restructure their principle and practices to adopt to changes that are talking place n the industry.

From a close observation  of hotels in Warri one would realize that a lot has to be done in order to improve the efficient, effective of hotels operations.

It is the aim of this research work to explore all the available avenues for the improvement of the effectiveness of hotels operations in Warri because when compared with other states or cities, their operations are still poor and inadequate.

Marketing concept is expressed in a focus on growth which there is continuing planned effort to enlarge of market.

However, the concept means that a business aim towards satisfying its customer.   While making a profit, the concept call for hotel management and employees to plan marketing strategies towards achieving customer satisfaction and organization goals.  In scheduling hotel activities whether for long range planning done  at top management level or operational duties done at the employee level the two goals of guest satisfaction and profit should be kept in mind at all times.

All company activities research, production, finance  and sales are devoted to finding out  what customers wand and then creating the product and services to satisfying these wants.  The theory holds that hotel activities are co- ordinate to meet the needs and wants of customers, profit will result.  The philosophy of marketing concept means that marketing should begin and end with customers.

STATEMENT OF PROBLEM

The research will take cognizance of the following issues

1. Lack of adequate trained and skillful person at supervisory level to organize and undertake effective on the job training for the operative at the basic technical level
2. Lack of awareness of the needs and objectives of hotel customer/guest.
3. The problem of high rate of labour turnover in hotel industry
4. Delay in providing rooms, bars and restaurants services.
5. Lack of adequate knowledge of hotel finance
6. Non application of marketing concept by some hotel industries
7. Failure to appreciate  that “customers” want satisfaction is the economic and social justification of company’s existence.

NEED FOR THE STUDY

          This study is to portray the rich potentials that exist in hotel services process.  It is the desire of the researcher that scholars  on this topic would see further needs to use the information, data provided to enrich their works.

Also to find solution to these problems highlighted earlier and to re- state the importance of consumers satisfaction when applying marketing concept.

OBJECTIVE OR PURPOSE OF THE STUDY