EFFECTIVE PROMOTIONAL STRATEGIES FOR OPERATIONS IF HAIR DRESSING SALOON IN ENUGU METROPOLIS (A CASE STUDY OF AFTER 8 SALOON) A RESEARCH PROJECT MATERIAL ON MARKETING
The study focused on effective promotional strategies for operations of hair dressing saloon in Enugu metropolis with particular not on after8 saloon –Neo haven.
The objectives of the study are;
To evaluate the promotional strategies adopted by after 8 hair dressing saloon in order to determine their profitability
To determine the impact of public relation adopted by after 8 saloon in Enugu metropolis create customer’s awareness of their service.
Based on this four hypothesis were formulated each focusing on the impact of specific promotional strategies.
Data were sound from two principal sources primary and secondary data.
Extensive literature reviews on textbooks were carried out. The population includes management and relevant staff and informers of after 8 hair dressing
Data collected were presented, analyzed and interpreted using table, frequencies and percentages while the hypothesis were tested rising chi-square.
Based on the analysis, the following findings were made:
That hair dressing saloon including the cace organization are yet to fully appreciate the importance of designing on optimal combination of promotional strategy of enhance its performance
That public relation impacts positively on customers patronage and bill boards poorly deigned and not strategically locate.
In view of above findings the following recommendations were made:
Apart from the use of billboards advertising in radio and Newspaper should be used. The advertising message should base on quality of service offered, availability and moderate charge.
Other promotional activities like sales promotion, public relations, publicity and personal selling should be adequately blended for improve performance.
The research believed that of the recommendations were judiciously implemented the case organization should be able to service their customer better with profit .
1.1 BACKGROUND TO THE STUDY
Ebne (1990pl) states that if you produce the best product, package it brilliantly, price it right, distribute it will and position it to best meet the needs of customers you must have wasted all the marketing skills if nobody knows you have done these things.
Adirika E, Ebne B. and Nnohm D. (1996p35) sees promotion as that component used by the organization to inform educate and persuade the market regarding company’s offerings. Advertising, personal selling, sales promotion, publicity and public relations are the major variables of promotion.
Promotion is vital ingredient of survival and development, without adequate promotion products may not sell, when they sell their continuity is in doubt. The art ad science of marketing promotion that comprises advertising, personal selling, sales promotion, public relations and direct marketing is often associated with glamour flamboyance. Infact most of the budget of some companies is spent of promotions because of the need to survive in the competitive marketing environment.