THE IMPACT OF SALES PROMOTION ON THE MARKETING OF NEW PRODUCT AND SERVICES IN ENUGU METROPOLIS (A CASE STUDY OF GLOBA –COM). A RESEARCH PROJECT MATERIAL ON MARKETING
This study on the impact of promotion of the marketing of new services with particular note on Globa-com Plc Enugu was carried out some of the following objective.
1. To determine the Impact of promotional strategies in Creating consumers awareness of Globa –Com
2. To determine the Impact of promotional strategies on customers patronage of Globa-Com in Enugu Metropolis. For additional information extensive literature review was conducted, researcher reviewed text books, journals magazines and News papers that are related to this study. In order o achieve thus objective three set if questionnaire were prepare and administered to a population comparison staff/management distributors and customers of Globa-Com Plc within Enugu Metropolis. The sample size of the study was determined using Topman’s formula to determine the sample size for customers, while censuses were used or the relevant staff management.
The hypothesis were tested using chi-square based on the analysis he following finding were made that the personal selling strategy has much impact on customers disposition and patronage. That Globa-com Plc have not fully designed an optimal combinations of promo-tools to enhance their performances.
The researcher wants the coverage of GSM facilities to extent to more areas, particularly the towns and village to engender wider communication in the country.
The researcher recommended that the capacity of Globa-Com should be up grade urgently to enable it support efficient service of GSM in Nigeria.
1.1 BACKGROUND OF THE STUDY
Establishment of business including communication services requires that the firms make key decision. These decision affects the total marketing programmes of the firm, simple put the marketing strategy. However one vital area of such decision which demands proper attention is the communication strategy.
Communication industry must initiate promotional polices and programmes to inform, persuade and educate its target audience of the existence of the organization and their products.
Although creation of demand of a firm product may be the ultimate objectives of a company’s marketing promotion, this objective is never achieved at one full swoop. The firm must put in place a set of activities aimed at stimulating demand for their products.
This may involve determining the optional combinations of the promotional Mix, advertising sales promotions, personal selling, publicity, public relation Direct marketing and packaging to achieve its promotional objectives. This optional lend is a function of the promotional resources nature of the product, just to mention but a few.