THE IMPACT PROMOTION ON THE MARKETING OF A NEW SERVICES

THE IMPACT PROMOTION ON THE MARKETING OF A NEW SERVICES

ABSTRACT

This study on the influence of promotion of marketing of new services with a focus on Globa-com Plc Enugu achieved some of the following goals.

1. To assess the effectiveness of advertising techniques in increasing consumer awareness of Globa -Com.
2. To assess the impact of promotional methods on Globa-Com client patronage in Enugu Metropolis. For more information, the researcher did an exhaustive literature evaluation, reviewing text books, journals, periodicals, and news stories relating to this topic. To achieve this goal, three sets of questionnaires were prepared and distributed to a population comparison comprising Globa-Com Plc staff/management distributors and customers in Enugu Metropolis. Topman’s formula was used to get the sample size for the investigation the sample size for customers, while census were used or the relevant staff management.

The obtained data was presented in a statistical table, evaluated, and interpreted. The hypothesis was investigated using chi-square, and the results revealed that the personal selling method had a significant impact on customer disposition and patronage. Globa-com Plc has not fully established an appropriate combination of promotional techniques to improve their success.

The researcher wishes for GSM coverage to extend to additional locations, notably cities and villages, in order to foster greater contact throughout the country.
The researcher advised that Globa-capacity Com’s be rapidly upgraded in order for it to support efficient GSM service in Nigeria.

CHAPTER ONE

INTRODUCTION

1.1  BACKGROUND OF THE STUDY

The establishment of a business, including communication services, necessitates critical decisions by the firms. These decisions have an impact on the firm’s overall marketing programs, or marketing strategy. However, one critical aspect of such a decision that requires careful consideration is the communication approach.

The communication business must implement promotional policies and programs to inform, convince, and educate its target audience about the organization and its products.

Although creating demand for a firm’s product may be the ultimate goal of marketing promotion, this goal is seldom reached in one fell swoop. The company must implement a series of initiatives targeted at increasing demand for their products.

To achieve its promotional objectives, this may entail determining the optional combinations of the promotional Mix, advertising sales promotions, personal selling, publicity, public relations Direct marketing and packaging. This optional lend is determined by the product’s promotional resources, to name a few factors.

Promotion, according to Adirika, Ebue, and Nnolim (1996: 35), is the component employed by the organization to inform, educate, and persuade the market about the company’s goods. The key promotion variables are advertising, personal selling, sales promotion, publicity, and public relations.

Promotion is a vital ingredient of survival and development, without adequate promotion products may not sell, when they their continuity is in doubt.  The art and science of marketing promotion, which comprises advertising personal selling sales promotion, public relations and direct marketing is often associated with glamour and flamboyance. Infact most of the budget of some companies is spent on promotions because of the need of survive in the competitive marketing environment.

Edoga and Ani (2000:243) noted that marketing success does not, just depend on good product, good price and efficient distribution. It is also vital that organisation communicates its, so offerings to that advertising, personal selling  sale promotions public relations, publicity and direct marketing can be used to inform prospective buyers about the benefit of their products persuade then to try and remind them later about the benefits they will desire by using the product. Modern marketing companies are increasingly recognizing the value of an effective communication and promotion programme for their entire public including G.S.M Global communication.

Ebue noted that modern marketing does not shop at developing a good product, pricing it attractively and making it really available to target customers. The company must communicate to its target audience, tell good stories, disseminate information about the products existence, feature terms and benefits to the target market.

Coppo. J. 91992: 201) confirms that the promotional tools serve as supreme vehicles in competition and provide the only way a market nicher can, hope to penetrate on established market. He went further to state hat for a company to excel above others in the competitive market such a company must value the importance of promotion.

Global-Com is one of Enugu’s G.S.M service providers. From its inception around two years ago, the company has had a branch in Ebeano Estates. The company has been performing exceptionally well. However, Global -Com is currently facing a lot of competition from other G.S.M service providers such as decreased as a result of this competition, thus it is vital for Global-Com to evaluate its advertising methods in order to fight competition in the marketing x-rays.

In light of this, the study of promotional on the marketing of new products in Enugu Metropolis. A case study of Global-Com.

1.2  STATEMENT OF PROBLEM

Entrepreneurs frequently cite inadequate sales as primary causes of their failure. A detailed examination of their situation frequently exposes blatant ignorance of the requirement for promotional expertise or purposeful neglect of the need for co-ordinated promoting methods.

Often often, marketers are overly optimistic about sales (patroage0), believing that their product or service would sell itself, forgetting that even the best product or service requires stimulation in order to sell more. Global -com, with its newness in Enugu metropolis, has to properly promote its product because it is new and there is significant rivalry in the market. In reality, the development of efficient promotional tactics is an important step in the process of developing a market.

The preceding statement is equally applicable to Global-Com provides services. Despite the numerical advantages inherent in effective promotion, the availability of promotional facilities, and the need to use promotional to fight competition in this industry, the use of coordinated effective promotional tools in Global -Com operations is scarce and has a negative impact on their operation. Given the importance of advertising, the researcher appears to have identified the best promotional actions that GSM operators such as global-Com might utilize to boost their performance in Enugu Metropolis.

1.3  OBJECTIVE OF THE STUDY

1. To assess the efficiency of Globa-Com promotion on sales in Enugu Metropolis.
2. To ascertain Globa-customer Com’s base in Enugu Metropolis.
3. To assess the effectiveness of promotional tactics in raising consumer awareness of global com in Enugu Metropolis.
4. To assess the impact of promotional methods on Global Com consumer patronage in Enugu Metropolis.
5. To evaluate the promotional techniques used by global com in Enugu Metropolis in order to boost profitability.

1.4  FORMULATION OF HYPOTHESIS

1. Ho: Global com’s promotional techniques in Enugu Metropolis do not raise customer awareness of their services.
Hi: Global com’s promotional techniques in Enugu metropolitan raise consumer awareness of their services.
2. Ho: Globalcom’s promotional initiatives do not boost client patronage.
Hi: Globalcom’s promotional initiatives boost consumer patronage.
3. Ho: Globa Com’s promotional activities do not result in increased sales volume of G.S.M services.
Hi: Globacom’s promotional initiatives result in higher sales volume of G.S.M services.
4. Ho: Globa-advertising Com’s activities do not boost the organization’s profit.
Hi Globa-promotional Com’s initiatives result in increased profit for the company.

1.5  SCOPE OF THE STUDY

The study concentrated on Impact of promotion in the marketing of News Product.

However, in view of limited time and resources emphasis was placed on globacom activities without Enugu metropolis.

1.6  SIGNIFICANCE OF STUDY

This study is more than just an intellectual exercise; it will be useful to the following people.

First and foremost, marketing first and globacom will benefit greatly from the study since it will investigate the influence of promotions on the performance of their operations and offer more successful ways of boosting the promotional impact.

Second, G.S.M service providers will benefit greatly from the research. This is due to the fact that it will not only measure the effectiveness of each promotional mix variable on the performance of G.S.M services, but it will also make recommendations or measures to be taken in designing and determining the right combinations of promotion in a more result oriented manner.

Finally, both the researcher and the reader will gain from this material presented in the study will broaden their breadth of understanding and knowledge in the area of study, sparking more investigations.

1.7  DEFINITION OF TERMS

1. Promotional Strategy – A promotional strategy is a regulated integrated program of communication methods and materials meant to market a firm and its products to prospective buyers (Adirika Ebue Nnolim)
2. Advertising – is a collection of activities aimed at disseminating information in any paid non-personal form about an idea product or service in order to compare actions in accordance with the import and a recognizable sponsor.
3. Sales promotion – public relations the deliberate, organized, and continuous endeavor to develop and maintain mutual trust between a company and its customers (Edoga and Ani)
4. Direct marketing is an interaction marketing method that use one or more advertising mediums to elicit a quantitative reaction.

5. Personal selling – face-to-face engagement with one or more prospective buyers for the goal of presenting a presentation, answering questions, and generating orders.
6. Public relations publicity – A range of programs meant to promote or protect a company’s image or an individual product (Kotler) (1991: 657)