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

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


TABLE OF CONTENTS
Title page
Abstract
Table of content
CHAPTER ONE
1.1      Background to the study
1.2      Statement of problem
1.3      Purpose of the study
1.4      Significance of the study
1.5      Research question
1.6      Scope of the study
1.7      Definition of terms
1.8      Formulation of Hypothesis
CHAPTER TWO
Literature Review
2.1      Overview
2.2      The Marketing Mix
2.3      Overview of Promotion
2.4      The Promotion Mix
2.5      Nature and Importance of Marketing Promotion
2.6      The Promotional Objective
2.7      The Impacts of Promotion on Marketing

CHAPTER THREE
Research Methodology
3.1      Design of the study
3.2      Area of the study
3.3      Population of the study
3.4      Sample of the study
3.5      Validation of instrument
3.6      Distribution and retrieval of instruments
3.7      Method of data analysis

CHAPTER FOUR
4.1 Data Presentation and Analysis
4.2 Presentation and Analysis of data collected
      from Questionnaire Distributed to relevant staff
      and Golden Morn Enugu
4.3 Presentation and test of Hypothesis
4.4 Discussion of findings
CHAPTER FIVE
Summary of Findings, Conclusion and Recommendation
5.1 Summary of findings
5.2 Conclusion
5.3 Recommendation
5.4 Limitation of the study
5.5 Suggestion for further research
References
Appendix A

Questionnaire


CHAPTER ONE
INTRODUCTION
1.1      BACKGROUND OF THE STUDY
One of the major pillars of marketing is the provision of goods and services to satisfy the needs and wants of the consumer data profit to the firm. Thus the provision of product for the satisfaction of the consumer or customer is the focus of marketing thereby making product a fundamental tool of marketing. But Ebue (1990:1) stated that if your product, package it brilliantly, price it, rightly distribute it well and position it to best meet the needs of customer you must have wasted all the marteting skills if nobody knows you have those things. your customers will only know through promotional activities.
it becomes imperative that a firm must not only create high quality goods that meets the expectations of the target market but tell success story. That is disseminate information about the product attributed  and benefits to the target market. Adirika, Ebue and Nnolim (2006:35), see promotion as the component used by the organization to inform, educate and persuade the market regarding the company’s offerings:- advertising, personal selling sales promotion, publicity and public relations are the major variable of promotional tools.
The myopic thinking in Nigeria, that the money spent in promotional activities is a waste should not crop up at all although, we are operating in a seller market where companies can sell their goods and service even without adequacy promotion. There is no guarantee that such a situation will continue forever. Promotion like distribution is one of the elements of the firm marketing mix and it seeks to inform the public of the availability of goods and services and their communication and those in consumption. The need for product promotion can often persuade and so can be a useful means to a desirable social change if well utilized.
Modern marketing companies are increasing, recognizing the value of an effective communication and promotion programme for their entire  public. This include beverage industries for sometimes now is very lucrative, this has brought so many beverage industries into their market, thus leading to competition beverage industries should pay adequate attention to the issues that involve decision making in designing an appropriate promotion strategies for survival. it is because of the importance of promotion not only as tool for information the company that the research tries to examine the impact of promotional activities on marketing product.
1.2      STATEMENT OF THE PROBLEM
Here, many consumers do not patronize a company’s product when they are ignorant of its existence. Insufficient and inadequate use of marketing communication tools lead to....

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Item Type: Project Material  |  Attribute: 58 pages  |  Chapters: 1-5
Format: MS Word  |  Price: N3,000  |  Delivery: Within 30Mins.
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