ANALYSIS OF PROMOTION MIX AS TOOLS OF MARKETING COMMUNICATION. A CASE STUDY OF UNILEVER NIGERIA PLC, KADUNA

 

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CHAPTER ONE

1.0   INTRODUCTION

In deciding on how to properly utilize the marketing communication mix to meet organization objectives, it is important to consider the relatives strength and weakness of each of the component of promotional mix. Many companies recognizes the need to integrate their various marketing communication efforts, such as media advertising, personal selling, sales promotion public relations, and direct marking to achieved more effective marking communication.

The company also develops its integrated marketing mix such as price, place/distribution, product, and promotion which consist of promotional mix as mention earlier. The integration of all these promotional tools along with other components of marketing mix to gain edge over competitions which is called integrated marketing communication. The marketers used these tools promotional mix in meeting their customer needs and want.

Further, the organization always defines its total budget first (generally define in the marketing another business plan) and then decide on the best way to leverage the different element of the mix as mentioned above in order to maximizes the return on its investment. It should also balance the various parts of the promotional mix elements to not only create an integrated approach but to its marketing communication which as to devote enough resources for each component to be successful.

In marketing communication, promotional mix are important tools to consider by every organization for the purpose of attaining organizational objectives through marketing strategies in order to satisfy the needs and wants of the customers.

The major concerned of this research is to talk upon those promotional mixes of the organization which include.

Advertising as one of the tools of promotional mix which used by companies penetrating, informing and reaching large, geographical dispersed audience, and often of high frequency; low cost per exposure, through over all costs are high; the consumers perceive advertised goods as more legitimate, dramatizes company/brand, builds brand, image which may stimulate short – term sales, impersonal and one way communication. Advertising is seen as one way of communication which company used to pass information or create awareness about than product in services to the targeted audience. In this regard advertising is also viewed as any paid form of non – personal communication through media by an identified sponsor.

On the other hand, personal selling is the most effective tool for building buyers preferences, convictions and actions. Personal interaction allows for feed back and adjustment. Relationship oriented, buyer are more attentive, sales force represent long term commitment which is most expensive of the promotional tools. The sales force is indeed the link between organization and their customer. They have dual responsibilities in many respects. They pass information in the form of massage firm organization to customer and bring back report from the customers, to the organization ( ie feedback).

In personal communication feed back is often instantaneous through verbal acknowledge or gesture but in impersonal communication through the mass media, it may have to be infered from other indicatiors such as audience size circulation or monitor by sampling opinion. The theory of marketing communication reveals that their must be the communication, massage, channel, audience and the fed back. The communicator is the sender of the message ie the source. The message is the set of meaning being send to received by the audience. While channel are the ways in which the message can be carried to the audience. The audience represent the receiver or the destination of the message.

On the order hand sales promotion which is one of the various ways of communicative with customers.

In recent years, the need to boost periodical sales in terms of economic slump has called for the extensive use of sales promotion activities in order to put the sales trends in a normal course. It is used to remind the customers about the existence of companies goods and service. Sales promotion is the activities which we typically called advertising but do not use mass media. The main value of sales promotion can be seen at the point of purchase. It support advertising and personal selling, but it is rarely use alone as the major promotional tool. Sales promotion technique and designed to add something extra to promotion that will encourage an exchange. They can be used to attract new customers to bring about repeat purchase and to promote off season product. In many highly competition industries, the quality of sales promotion many be the deciding factor in obtaining sales.

Another tool of promotion mix is public relation which is one of the most important tools in building relationship with companies publics. Either internally or externally. Public relations which serve as a planned that sustained effort and maintain mutual understanding and good will with organizational publics. It is used to pass good news or stories to the targeted customer about the organizations goods or service. It is also highly credible, very believable. Many forms of news or stories are pass to the audience. ie Features events and sponsorship are created. The public relation used to reaches many prospects missed via other forms of promotion mix. Dramatizes Company of product. Often, the most the under used element in the promotion mix. Relatively in expensive (certainly not “tree” as many people think than an costs involved).

Lastly but not the least, direct marketing is among the promotional mix that aid in promoting goods from point of manufacturing to the point of sales.

The direct communication with carefully targeted individual consumer to obtain an immediate response and cultivate lasting customer relationships. It include various forms as telephone marketing direct mail, online marketing, etc. four distraction characteristic eg non public, immediate, customized and interactive which are well suited to highly targeted marketing efforts.

1.1   STATEMENT OF GENERAL PROBLEM

The current economic situation has forced most business organization to sell and operate in dynamic and competitive environment. This has made the sales men to engaged in many activities by putting a lot of time, energy and traveling extensively as well as making the organization to embark on the with promotional activities in order to sustain the organization growth and up to meet the customers satisfaction. The promotional mix in marketing communication constitute a lot and problems in other way around. These are:

A       ADERTISING

1. The company inability to plan for advertising budget.
2. The company inability to develop media plan and strategies
3. Inability to ensure complete coverage of the market potential buyers.
4. Company inability to afford the opportunity to harness the hidden values and the media.
5. The problem of one medium to complement the other media in use.
6. Advertising effect on sales is not usually immediate
7. When the companies refuse to draw attention to the changes in product features
8. Inability to correct wrong or negative impressions or rumour about the component its product.

B       PERSONAL SELLING:

1. The company’s inability to communicate and recognize customers true needs.
2. Improper planning and co-ordination of activities, implementation and acquisition of feed back.
3. Limited acknowledge of product offerings especially goods and service where nature is highly technical
4. Most sales men portray poor quality personality especially in their appearance, intelligences and sense humor

The compa

AN APPRAISAL OF ADVERTISING AS A TOOL FOR PROMOTING SALES OF SOFT DRINKS
(A CASE STUDY OF SELECTED SOFT DRINKS COMPANY IN KADUNA)

 

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ABSTRACT

The history of advertising is as old as man himself. The story date back to the prehistoric period when man was using town criers, drummers, flute blowing to pass across important information to present day time where, television radio and other print media is now in use. In advertising, its difficult to trace the result of any given advert or an entire campaign to a products or the entire sales volume. It’s as result of this, that the research work was necessitated. The objectives of the study was to determine what pattern the advertising message took and its effectiveness; to highlight the various types of media and factors to consider before choosing a media type; to evaluate the effectiveness of advertising through sales and communication research. In line with these objectives, three research questions and two hypotheses were formulated for the study. The design of the study was the descriptive survey. The study was conducted in Kaduna metropolis. The population of the study was 480 comprising 180 staff of 7up bottling company and 300 staff of coca-cola bottling company. Out of this population, sample sizes of 80 respondents were randomly drawn, comprising 40 each for 7up and coca-cola bottling company Kaduna. Mean, standard deviation and t-test was used for analysis. The major findings of the study revealed among others that musical messages are now the vogue. Among the most important factors considered in determining a media type to use is cost. In pre-testing activities, most adverts are seen by expert before beaming it to the final consumers. While in post-testing the sales volume level is accepted as the most important post-testing criteria. There was no significant difference in the mean responses of staff of 7up bottling company and coca-cola bottling company on the two hypotheses tested. Recommendations were made, based on the research questions. Among these are that advertiser should look more into other message patterns other than musical. Advertiser should also look more beyond cost as a major determinant in selecting media type.

TABLE OF CONTENT

CHAPTER ONE

Background of the study       –       –       –       –       –       –       1

Statement of the problem     –       –       –       –       –       –       2

Purpose of the study   –       –       –       –       –       –       –       6

Significance of the study       –       –       –       –       –       –       6

Assumption of the study        –       –       –       –       –       –       7

Research question        –       –       –       –       –       –       –       7

Development of hypotheses  –       –       –       –       –       –       8

Scope of the study       –       –       –       –       –       –       –       8

Definitions of terms      –       –       –       –       –       –       –       8

CHAPTER TWO

Review of related literatures  –       –       –       –       –       –       10

Definitions of advertising       –       –       –       –       –       –       10

Types of advertising     –       –       –       –       –       –       –       10

Objectives of advertising       –       –       –       –       –       –       12

Deciding on the advertising budget –       –       –       –       13

Deciding of the advertising media selection      –       –       –       15

Deciding on the advertising message       –       –       –       –       17

Evaluating advertising effectiveness         –       –       –       –       18

 

CHAPTER THREE

Research design –       –       –       –       –       –       –       –       20

Area of the study –       –       –       –       –       –       –       –       20

Population of the study –       –       –       –       –       –       –       21

Sample and sampling technique     –       –       –       –       –       21

Instrument for data collection        –       –       –       –       –       21

Validation of the instrument for data collection –       –       –       22

Reliability of the instrument for data collection  –       –       –       22

Administration of instrument –       –       –       –       –       22

Method of data analysis        –       –       –       –       –       –       22

CHAPTER FOUR

Presentation and analysis of data – –       –       –       –       –       23

Proof of hypotheses     –       –       –       –       –       –       –       31

CHAPTER FIVE

Summary    –       –       –       –       –       –       –       –       –       44

Conclusion –       –       –       –       –       –       –       –       –       49

Recommendations        –       –       –       –       –       –       –       52

Questionnaire      –       –       –       –       –       –       –       –       54

Reference   –       –       –       –       –       –       –       –       –       58

 

CHAPTER ONE

         INTRODUCTION

BACKGROUND OF THE STUDY

Advertisement is one of the four major tools that companies use to direct persuasive communication to target buyers and publics. It consists of non- personal or one-way forms of communication conducted through paid media under clear sponsorship. The advertisers included not only commercial firms but museums, fund raiser and various social action organisations seeking to advertise their causes to various target publics. As a matter of fact, the thirty four largest advertising spender in the u.s is the American government within the commercial sector, the top one hundred national advertisers account for approximate one-fourth (1/4) of all national advertising.

The U.S. soft industry began in the late 1880s. John S. Penberton, an Atlanta pharmacist. Developed the coca-cola brand as a soda fountain drink in 1886 and poisoned it as a “brain tonic and intellectual beverage” (Govan and livingood 1977). Both the coca-cola brand and company took an early lead in the soft-drink industry. For the achieved national distribution early on and the company has consistently dominated the industry.

Currently, coca-cola products are sold in about 200 countries with more than 230 different brands. Best-known beverage brands in the U.S include coke. Diet coke, mello yellow, fanta, minute maid, Mr. pibb, Nestea, sprite, Barq`s Root Bear, Dasani Water, Fresca, Fruitopia, and Hi-c (www. Coca-cola.com 2002) seven-up Bottling Company Plc was founded in 1951 by the late Sheik Mohammed El-Khalil. Production started on October 1^st 1960. Our brands include 7-up, Pepsi, Mirinda (orange, soda, tonic), and teem. Flavours are added as and when need is justified. We are committed to a culture of excellence in all our activities. Hence, we strive to position our

company to meet and exceed the expectations of our employees, customers, suppliers, shareholders, government and its agencies, including the general public.

In line with the following; our mission is

“To refresh and inspire a youthful lifestyle”

OUR VISION

“To be the most admired and innovative company in Nigeria

Although advertising is primarily a private enterprise marketing tool, it is used in all the countries of the world including socialist countries. Advertising is a cost effective way to dissemination messages, whether it is to build brand preference for coca cola all over the world or to motivate a developing nations consumer to drink milk or to practice birth control.

Organization obtains their advertising in different ways. In small companies advertising is handled by someone in the sales or marketing department, work with an advertising agency. Large companies set up their own advertising departments, whose managers report to the vice president of marketing. The advertising department job is to develop the total budget approve advertising agency advert and campaigns and handle direct mail advertising, dealer displays and other forms of advertising not ordinarily performed by the agency. Most companies use an out side advertising agency to help them create advertising campaigns and to select and purchase media.

In developing an advertising programme marketing managers must always start by identifying the target market and buyer motives.

The advertising Naira support various media magazine and newspaper space; radio television; out door displays (poster, billboards, signs, skywriting); direct mail; novelties (match boxes, pens, calendars); tear pads (carbus) catalogues; directories (yellow pages), and circulars. And advertising has many purposes; long term build-up of the organizations, corporate image (institutional advertising), long term build-up of a particular brand (brand advertising) information dissemination about a sale, or event (classified advertising), announcement of a special sale (sale promotional advertising) and advocacy of a particular cause (advocacy advertising).

STATEMENT OF THE PROBLEM

Although, there has been a great deal of work directed at evaluating advertising effect on product and or services, this has remain unsolved. Giles (1983) said “it is virtually impossible except in mail-order selling or certain direct mail campaign to quantify exactly the contribution of advert to profit.”

Stanton (1983), also said that its difficult to identify the result of any given advert or an entire campaign. He also said that one couldn’t attribute a given unit of sales to any specific advertisement or campaign.

Based on the above context, one can categorically say that its difficulty to trace the impact of advert to the success of a product. Increment in sales volume of any soft drink could have been as a result of any other than advertising

MANAGEMENT OF EFFECTIVE SALES FORCE IN MARKETING ORIENTED COMPANY

 

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ABSTRACT

The essay is designed to provide a general idea and background knowledge to the reader or sales force management. This essay is divided into three chapters. The first chapter which is the introduction takes a look at background of subject matter, objectives of this essay, scope and limitation. Chapter two of this essay examines related literature in respect to sales force management and also attempt to discuss such topic as the management of sales team, sales management as part of the marketing effort, sales force communication and the selling concept, the types of selling jobs, the selling process, what makes a good salesman, the organization of the sales team recruiting and selecting salesmen, training and development motivation salesmen, the function of sales office, allocating sales territories, and evaluation of sales performance and finally the reward of the selling career. Chapter three of this essay contains the summary of the write up giving a glimpse, conclusion of what is expected to the sales team in order to increase the company’s profitability and recommendation.

TABLE OF CONTENTS

TITLE PAGE            –           –           –           –           –           –           –           –           i

DECLARATION      –           –           –           –           –           –           –           –           ii

APPROVAL PAGE  –           –           –           –           –           –           –           –           iii

DEDICATION          –           –           –           –           –           –           –           –           iv

ACKNOWLEDGEMENT   –           –           –           –           –           –           –           v

ABSTRACT  –           –           –           –           –           –           –           –           –           vii

TABLE OF CONTENTS    –           –           –           –           –           –           –           viii

CHAPTER ONE

1.0       INTRODUCTION   –           –           –           –           –           –           –           1

1.1       OBJECTIVE OF THE ESSAY      –           –           –           –           –           2

1.2       SIGNIFICANCE OF THE ESSAY-          –           –           –           –           2

1.3       DELIMITATIONS (SCOPE) OF THE ESSAY-  –           –           –           4

1.4       LIMITATION OF THE ESSAY     –           –           –           –           –           4

CHAPTER TWO

LITERATURE REVIEW

2.0       INTRODUCTION   –           –           –           –           –           –           –           5

2.1       DEFINITION OF SALES FORCE           –           –           –           –           9

2.2       MANAGEMENT OF THE SALES TEAM           –           –           –           11

2.3       ROLES OF SALES IN MARKETING      –           –           –           –           13

2.4       SALES FORCE COMMUNICATION REPORTIGN AND IFNORMATION            –           –           –           –           –           –           –           15

2.5       THE TASK OF THE SALES FORCE      –           –           –           –           17

2.6       SELLING CONCEPT         –           –           –           –           –           –           18

2.7       SELLING AND SALES MANAGEMENT          –           –           –           20

2.7.1   TYPES OF SEELING JOBS          –           –           –           –           –           20

2.7.2   THE SELLING PROCESS –           –           –           –           –           –           22

2.7.3   WHAT MAKES A GOOD SALESMAN    –           –           –           –           25

2.7.4   ORGANIZATION OF THE SALES FORCE       –           –           –           28

2.7.5   RECRUITING AND SELECTING SALESMAN           –           –           –           29

CHAPTER THREE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

3.0       INTRODUCTION   –           –           –           –           –           –           –           31

3.1       SUMMARY   –           –           –           –           –           –           –           –           31

3.2       CONCLUSION        –           –           –           –           –           –           –           34

3.3       RECOMMENDATIONS     –           –           –           –           –           –           35

BIBLIOGRAPHY

 

CHAPTER ONE

1.0     INTRODUCTION

The seeming neglect and disregard of sales force of companies by management which has resulted in falling sales, high found rate committed by the sales for poor attitudes and behaviours of the sales force toward their job in ordinate conduct towards customers suggest to the researcher that management has fallen short of its responsibilities to the sales force and unless management factors are identified and imbibed or built into its effective system, the aforementioned problems will persist. Management involves the creation and maintenance of an environment for the performance of individuals a work therefore, manager can not do this without knowing how manage sale force effectively, the necessity of building management factors into organization sales an therefore not be over emphasized in designing an environment for performance.

On the strength of this companies then needs to quickly embrace principles of management which will lead to job satisfaction and effective performance by sales force.

1.1     OBJECTIVE OF THE ESSAY

The overall objective of this research study is to determine the strategies for management of effective sales force in marketing oriented companies. Also it seeks to find out whether sales force is necessary. How effective is sales force in achieving company objective what strategies should be adopted or needed in developing a good sales force.

1.2     SIGNIFICANCE OF THE ESSAY

The significance of this essay is the mission the aspiration and the goal to which all the activities of this are aimed in line with this, the significance will be based on identifying, analyzing, reporting and advising will be applied to organization in order to satisfy the needs and wants of customers and how these services should be personalized to improve sales force and customer relation.

The essay hope that the findings will give the organizational an insight into identifying attractive sales opportunities through better application of sales force concept to their business.

This essay will also help organization to know how sales force could be used to withstand competition and meet up the challenges of the its dynamic marketing environment.

Also the findings of this essay will improve the organization to consciously structure their sales force