THE IMPACT OF SALES PROMOTION STRATEGIES ON CUSTOMER PATRONAGE OF BREWERIES PRODUCTS (A CASE STUDY OF NIGERIAN BREWERIES)

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CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND INFORMATION

Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services, organization and event to create and maintain relationships that will satisfy individual and organizational objectives. It is fundamental to business growth. It basically includes getting goods and services to the final consumer satisfactorily. The Nigeria banking sector has changed tremendously since the introduction of the Structural Adjustment Programme (SAP) on 1st July, 1986. Prior to this period, most Nigerian banks engaged in an eort aimed at encouraging certain classes of customer resulting in rejection of deposits or accepting them on dictated terms due to the fact that there were few banks to render services to a considerably large numbers of customers which led to a decline profit volume. However, the period between the SAP and now has witness various amendments of banking laws and policies ranging from BOFID 1991, to universal banking policy of 2001, various increased in the capital base e.t.c. these changes have therefore necessitated the need to find a way of promoting banking services, which is possible with the impact of marketing strategies in the banking sector. It is surprising that banks have not been able to come up with a competitive and comprehensive approach for marketing of banking services and product. A close look at the recently concluded re-capitalization process showed evidently the above assertion. This process witnessed what is called “Aggressive Marketing” which is not a replete of what banking stands for in terms of integrity and utmost good faith. The trend of the introduction of marketing department (marketing strategies) in banks is a welcome development and has made arm-chair banking part of the history of the banking sector. Bank marketing was thus defined as “that part of banking services profitability to selected customers”. The need for marketing in banks evolved from the intense competition from not only rival banks but also non-financial institutions. Stas are placed on target to be achieved and are compensated or promoted using their ability to or not to meet their targets.

However, customers should be at the forefront in terms of the banks planning and corporate thinking. An organization cannot be talking of profit without considering the customers patronage that yields that profit. The strategic or corporate planner therefore has to take cognizance that the survival of a business rest solely on the customer. It can be seen that the relevance or importance of marketing to the banking industry cannot be over estimated. The banks needs to make adequate returns because they are accountable to their shareholders who have invested with the purpose of receiving good returns. Also, the substantial cost incurred in the day-to-day operation must be suiciently covered from the profit earned. For any bank therefore to meet these needs, the bank needs to make adequate returns. Meeting these needs is termed maximizing the shareholder’s wealth.

1.2 STATEMENT OF THE PROBLEM

Despite the importance of marketing strategy in the banking industry, there is a problem in their financial services and activities with particular reference to First Bank of Nigeria Plc. During the era of arm-chair banking, the banks were very few and patronized by the indigenous people with no option, but following the increment of indigenous ones between 1945 – 1960 and the recent re-capitalization of banks’ capital base to N25billion has necessitated a dire need for banks to take marketing of their products very seriously. It is obvious that competition amongst banks would increase and as such there is need for real marketing strategies to be applied to further professionalize the industry. It is believed that banks with more funds would be well positioned to become one of the leaders in the dynamic and competitive sector and marketing plays a pivotal role in deposit attraction and sourcing of funds.

1.3 OBJECTIVES OF THE STUDY

The general objectives of the study is to determine the impact of marketing strategies in Nigerian banking industry and how they are used to attain stated objectives. This study will evaluate impact of marketing strategies in relation to external factors operation and proer solutions based on the data collected and the scope of the researcher. Other specific objectives of this study include: 1. To examine an existing marketing principles and theories. 2. To examine product marketing strategies of banks in relation to external factors. 3. To evaluate how these strategies has been in achieving their objectives. 4. To examine the associated constraints in the incrementation of these marketing strategies. 5. To make necessary recommendations for an efficient banking policy.

SIGNIFICANCE OF THE STUDY

All organizations are established to accomplish their set objectives; therefore, banking industry is no exception. For some of these set objectives to be attained, they must be converted into marketing objectives which calls for the development of a clear cut marketing strategy and well thought supporting programmes for their attainment. The research work that has been done in the past on the marketing strategy to bring out and justify the importance of the study is not much. However, it is important to note that with the present sti competition among the banks, the researcher saw the need for the present day banks to adapt and be involved in marketing strategy.

THE IMPACT OF SALES PROMOTION STRATEGIES ON CUSTOMER PATRONAGE OF BREWERIES PRODUCTS (A CASE STUDY OF NIGERIAN BREWERIES)