ABSTRACT
This study assessed advertising as a marketing strategy. The researcher used Airtel Nigeria in its study. This work employed the survey method of research using the primary data which is the questionnaire. Also secondary data collection method was used. 361copies of questionnaire were issued out and 350 were completed and duly returned to the researcher. The questionnaire were administered to the students of Akwa Ibom State University. The work made use of the Maslow’s Hierarchy of Needs and the Consumer Behavior Theory. The discussion, findings and questions segment was examined in the main body of the work. The study found out that advertising as a marketing strategy increases sales of the company product and creates awareness of the brand. The study recommends that effective advertising strategies like promoting and positioning, knowledge of target audience should be adopted to increase sales and maintain brand name.
CHAPTER ONE
INTRODUCTION
1.1 Background of the study
The world has become a global village as propounded by Marshal Maduban with tele-communications being a “key player” (www.Nigeriabusinessinfo.com). A major breakthrough is the Wireless Global System for Mobile Communications (Airtel).The company made history on August 5, 2001 by becoming the first telecoms operator to launch commercial GSM services in Nigeria and has scored a series of many “firsts” in the highly competitive Nigerian telecommunications market including the first to introduce toll-free 24-hour customer care; first to launch its service.
Strive Masiyiwa, founder of Econet Wireless, recently took to social media to narrate the early days of Econet Nigeria and what exactly forced the company to leave Nigeria. It got us thinking about how many times we’ve seen the telco change its identity (and management). There was a very fun guessing game we used to play back in the day – How long before Celtel/Zain/Airtel changes its name again? Most times, the guesses were spot on; anything between two and three years was mostly accurate.Although the telco has stabilised in the identity and management area, it’s still funny when you realise the company has changed names solid 6 times.
Here’s a chronological recap: In the beginning… there was Econet Wireless Nigeria .In 2001, Econet Nigeria was one of the three companies that won the GSM license auction – MTN Nigeria and MTEL were the other two.
Due to political shenanigans and corruption practises, Econet NG would eventually lose its management contract. Then there was Vodacom .Vodacom came into the picture in 2004 and took the reins of the company, as management changed hands. It would only last a couple of months though. But Vmobile was right behind it. In what would be the fastest management change in the company’s storied history, a few months later, management changed hands again. The details are fuzzy and we’re not entirely sure what went on behind the scenes but eventually, Vodacom pulled out of Nigeria and Vee Networks found themselves at the helm of affairs. The company became known as Vmobile. There was a corresponding rebranding campaign. This was still 2004. Let’s not forget about Celtel. Sometime in May 2006, Vmobile Nigeria was acquired by Celtel, another telecommunications company, for about a billion dollars. This gave the new owners a controlling stake of 65% in the company. Another rebranding campaign was due. And Zain Sometime in 2008 we saw another change occur. Zain Group, another telecoms company, completed its acquisition of all Celtel International’s shares of over $3 billion. Consequently, the entire African operations of Celtel was rebranded from Celtel to Zain, marking the end of the Celtel brand. And finally Airtel. About two years later, around November 2010, Zain clipped its wings and morphed into Airtel Nigeria. The change was brought about by an acquisition where Bharti Airtel paid a hefty sum of $10.7 billion.