AN EVALUATION OF SALES PROMOTION IN INCREASEING THE LEVELS OF NETWORK PATRONAGE IN THE TELECOMS INDUSTRY
ABSTRACT
The study looked at sales promotion as a persuasive strategy, which is the direct and indirect communication used by businesses to sway their current and potential clients in order to increase sales. The primary purposes of this study were exploratory and descriptive. Data on source-specific goals chosen for the resources were gathered. Primary sources, such as questionnaires and in-person interviews, were used in the data gathering process. Secondary sources, such as books and the news, were also used. Simple statistical methods, such as percentage tables and significant level, were used to examine these data. The study also looked at whether, among other things, advertising media might reach the intended audience. It was well known that Mobile Telecommunication Network Nigeria Limited’s business ethos is similar to that of other • Businesses have been exercising. Customers’ purchasing habits are significantly influenced by sales promotions. In Nigeria, the majority of industries have not yet fully embraced promotional mindfulness. Good sales promotion could aid businesses in surviving the stifling of industry competition.
CHAPTER ONE
1.0 INTRODUCTION
Sales promotion has been found to be a very important promotional technique for the mobile phone industry, including MTN Uyo.
This study project/work evaluates the effects of sales promotion on mobile phone usage and choice during certain times.
The public at large and the clients of the company under study (MTN) will profit from this research endeavor. This is so that interested parties or the company may see how sales promotion impacts mobile phone sales at the conclusion of this research project.
Because of the current sales promotion or the communication industry, the study itself is very interesting.
1.1.BACKGROUND OF THE STUDY
This relates to the MTN Uyo situation analysis of the company in issue. It is also referred to as a SWOT analysis and identifies the company’s strengths, weaknesses, opportunities, and threats. The purpose of the study is to ascertain how MTN UYO’s service and sales promotion are related.
The sales of MTN Lines have increased as a result of MTN Uyo’s efforts in the field of sales promotion (SIM PACK). Nonetheless, the report notes that MTN Uyo needs to consistently engage in sales promotion in order to keep its market position globally.
Similarly, it has been noted that other mobile phone sectors, like Celtel and Globalcom, are on the rise in terms of sales promotion.
This indicates that the market for mobile phone lines is currently experiencing increased competition. The erstwhile monopolist in communication, NITEL, lost market share due to the adventure of the promotional campaign for the sale.
By examining consumer wants and purchasing patterns, MTN Uyo should be able to spot new market opportunities and develop the relevant sales promotions. In order to accomplish these aims, questions such who the consumers are, what they want, how they want it, and where they want it, as well as who the potential buyers are and why they haven’t made a purchase decision should be asked.
A question arose, whether advertising have not achieved the aim of increased sales in MTN lines (SIM PACK). The answer tot his is (not even extent). Advertising was pivotal way of making increased sales but nowadays it doesn’t work like sales promotion. Little wonder why Stanton (1991) defined sales promotion as activities other than personal selling, advertising, publicity that stimulates consumer purchasing and dealer effectiveness such as displays, shows, exhibitions and demonstration.
The market of MTN lines (SIM PACK) constitutes the public at large with dynamic nature. It becomes necessary to embark on sales promotion incentives. One may ask how far sales promotion can go to ensure an increased sale of mobile phone lines. It is therefore n the course of answering this question that prompted the researcher to embark on this research work.
1.2 STATEMENT OF PROBLEMS
The pivotal aim of very research work is to solve problems deleting to the study. There are variable that affect the full administration of sales promotion in this mobile phone industry (MTN) such variable are programme timing, programme design appreciation of sale promotion by customers and the channel of reaching the target market with sales promotional programmes.
One may ask why Nitel is at the of communication today. It is because of the application of marketing concept and the affore-mentioned sales promotional activities.
Therefore, the research observes the problems as follows:
i. Lack of sales promoting programme timing.
ii. Inadequacy of formulating programme design stragies which is general towards achieving a positive response from customer during sales promotional campaign
iii. Valueless and unapplication of sales promotion incentives by customers.
The above problems will be investigated by the researcher so as to proffer solutions to them at end of this research work.
1.3 STATEMENT OF OBJECTIVES
Evaluating the effect of sales advertising on the sales of mobile phone lines is the main goal of the study.
The study’s precise objectives include;
See how much the customers value the incentives used in sales promotion activities.
Examine the impact of timing on the effectiveness of MTN’s sales promotion programs and techniques.
Evaluate the impact of program design on the accomplishment of the goals of marketing and sales promotions.
Determine the elements that prevent the use of sales promotion as a strategy for boosting client loyalty.
Provide advice on how to implement sales promotion programs effectively.
1.4 RESREACH QUESTION
The following questions were chosen by the researcher as a means of achieving this research task because they were pertinent to the goal of the study. They do;
i. How do a successful sales promotion program and a rise in sales volume in the mobile phone sector (MTN) relate to one another?
ii. How do program design and sales promotion campaign aim achievement relate to one another?
What impact does the channel utilized to reach the customer have on the sales promotional program, and how much do customers respect and appreciate sales promotion incentives?
1.5 SIGNIFICANCE OF STUDY
The significance of the study might be inferred from its connotation. The people listed below will gain from this research:
i. GSM Phone Users, Consumers, and Market
ii. Operators and the mobile phone sector
iii. The general public
Customers gain the most from the sales offer. This is due to the fact that it lowers the cost of MTN lines while taking into account the incentives linked to sales promotions.
The timing of sales promotion programs, the efficacy of ongoing sales promotions, and the creation of promotional campaigns are all crucial information for the MTN business.
As communication has become so prevalent in our culture, everything has changed.
1.6 LIMITATION OF STUDY
This article addresses the issue that arose during the research. The issues are:
Time: The researcher wasn’t given enough time to complete the study after it was approved because I still have eleven courses to complete for my ND II Marketing degree.
Finances: The cost of typing and transportation made this research project difficult to complete.
Response: Not all respondents could give favorable answers. Others didn’t send their questionnaires back to the researcher for a variety of reasons.
1.7 DEFINITION OF TERM
Under this heading, terms used in the research work writing will be explained briefly
SWOT: this means strength, weakness, opportunity and threat. It is a feature of situation analysis.
Market share: the percentages of customers a firm has in the total market.
Potential buyers: those that have not started buying the product of a firm.
NITEL: Nigerian Telecommunication
INCENTIVE: something that is given to someone (customer) that encourage him to do something (buy).
Respondent: person who answers question
Monopolist: the only producer and seller of a product
Marketing Concept: a concept that based on customer orientation. It is a concept that makes consumer the king.
Rebate: an amount of money deduct from the cost of something.
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