SALES PROMOTION AS A PROMOTIONAL TOOL FOR PRODUCT PERFORMANCE AT INTRODUCTORY STAGE IN A COMMUNICATION MARKET (A CASE STUDY OF ETISALAT COMMUNICATION)

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ABSTRACT

                          The Project sales promotion as a promotional tool for product performance at introductory stage in a communication market” sales promotion occupies a very position in creating awareness and stimulate buying and it serves as a way of increasing demand for new product/ services and establishing the strength of the existing product and service in the market. The problem of this research work lies in the fact that some companies of different level have different way of making their product well know to their customer. The objective of this study is to improve trade relation, encouraging usage and purchase of large size unit by users and obtaining immediate sales response. Research makes use of primary and secondary method of collecting data while questionnaire was administered to the staff of Etisalat Communication  Ilorin, and therefore, finding revealed that sales promotion plays important role for ancestor by informed the potential investors that are very much interested in obtaining information about an organization. Sales promotion activities and its concept is the major solution for any problem that may arise in communicating system due to its impact and role in the course of satisfying the consumer through effective and adequate services in communi      

CHAPTER FIVE

SUMMARY, RECOMMENDATION, CONCLUSION

5.1 SUMMARY

      Sales promotion covers a wide variety of short term incentive tools designed to stimulate customer markets. The trade and the organization own sales force. Sales promotion expenditure now exceed advertising expenditures and are going at a faster rate. Consumer promotion tools includes samples, coupons cash fund offers, price packs, premiums and price. The trade promotion tools include price off advertising and display allowances, free goods, and push money.

       Business promotion tools include trade shows, conversion, sales content etc.

       A decade ago, the advertising-to-sales promotion ration was about sixty to forty. Today in many consumers packed goods companies, the picture is reversed, with sales promotion accounting for between sixty to seventy percent of the combined budget, sales promotion expenditure have been increasing by twelve percent annually, compare with advertising increase of 7.6 percent.

       The sales promotional activities in marketing is basically an exercise in communication, whereby the instruments of sales promotion and advertising, personal selling, and publicity have separated and overlapping capabilities and their effective coordination require careful definition of communication goal.

        Then deciding on the appropriate promotion mix, the combination of advertising, personal selling, and other promotional tools, managements would be influenced by four factors i.e.

         MONEY

         NATURE OF THE PROJECT

         NATURE OF THE MARKET

         STAGES OF THE PRODUCT’S LIFE CYCLE    

      In the process of making a sound validation of this study about sales promotions, some instruments are employed in carrying out the research and Etisalat communication was chosen as a case study. From the sales record of this company, it was observed that the sales promotion has contributed to the immensely to the company’s total profit. From all the elements consideration to sales promotion and advertising is considered to be the next important.

SALES PROMOTION AS A PROMOTIONAL TOOL FOR PRODUCT PERFORMANCE AT INTRODUCTORY STAGE IN A COMMUNICATION MARKET (A CASE STUDY OF ETISALAT COMMUNICATION)