SALES PROMOTION STRATEGIES AND SALES PERFORMANCE OF TELECOMMUNICATION FIRMS

SALES PROMOTION STRATEGIES AND SALES PERFORMANCE OF TELECOMMUNICATION FIRMS

CHAPTER ONE

INTRODUCTION

1.1  Background of the Study

The basic goal of every organization, whether it is business or nonprofit focused, is to accomplish its goal. The goals cannot be met in a vacuum; management must have a clearly defined plan in place to attain these goals. Sales promotion evolved become a crucial driving force in the marketing department of any corporation, including telecommunications companies and other businesses.

Sales promotion is a strategy used by businesses to raise interest in, sales of, and usage of their products and services (Aderemi, 2003). Offering incentives to customers or the distribution network to increase demand for a product is referred to as sales promotion. It is a crucial part of a company’s entire marketing plan, along with public relations, personal selling, and advertising.

By offering a stronger incentive for the target audience to choose one brand over another, sales promotion serves as a competitive weapon. It works especially well for encouraging product trials and impulsive purchasing (Aderemi, 2003). Many companies overlook the fact that they need marketing strategy in order to survive. This is due to the fact that they were engaged in business in a monopolistic market. This indicates that there was not a lot of fierce competition from other businesses. Yet these days, because of the market’s volatility and the daily shifts in consumer preferences, it is crucial for businesses to examine their strategy if they hope to stay in operation. Yet these days, because of the market’s volatility and the daily shifts in consumer preferences, it is crucial for businesses to examine their strategy if they hope to stay in operation.

The subsets of marketing tools that are predominantly communicational in nature make up the marketing communication mix. They fall under the category of promotion, which includes advertising, personal selling, sales promotion, and publicity, and is one of the variables that can be controlled in the 4ps of marketing. Sales promotion is a component of the promotional mix that is quickly expanding in popularity across most businesses, particularly in Nigeria’s brewery sector.  In manufacturing, especially in developing nations like Nigeria, simply producing goods and assuming that consumers will become aware of them is insufficient.

The researcher wants to know how much sales marketing is relied upon and how important it is to both customers and consumers of telecom services. The researcher thought carefully about the effectiveness successes and the outcomes. Furthermore mentioned are the benefits and drawbacks of sales promotion.

1.2   Statement of the Problem

To preserve their financial sustainability, service providers like telecom carriers must offer products or services that meet consumer expectations and demands. The fierce competition among Port Harcourt’s telecom networks has prompted the use of a variety of marketing methods and techniques to capture a sizeable portion of the market. These networks have made extensive use of sales advertising in an effort to outsmart their rivals. In contrast, Sales Promotion, a crucial component of marketing strategies, is a short-term strategy intended to encourage consumers to buy specific goods or services more frequently or in larger quantities, but it is perceived as lacking the ability to do so.

In light of this, this study investigates how much sales marketing strategies and sales performance in the telecommunication industry in Port Harcourt.

1.3   Purpose of Study

Determine sales effectiveness and sales promotion strategies in telecommunications companies is the study’s main goal. The following are the study’s primary goals:

1. To investigate the connection between price reduction and sales performance in Port Harcourt telecommunications companies.
2. To investigate the connection between coupons and sales results in Port Harcourt telecommunications companies.
3.  To what extent does sample affect sales performance in Port Harcourt telecommunications companies.