THE ROLE OF PROMOTION AS A MARKETING STRATEGY (A CASE STUDY OF NASCO GROUP OF COMPANIES NIGERIA LIMITED)

TABLE OF CONTEN

Title page i

Dedication ii

Certification iii

Acknowledgment iv

Table of content v

CHAPTER ONE: GENERAL INTRODUCTION

1.0 INTRODUCTION

1.1 STATEMENT OF PROBLEMS

1.2 OBJECTIVES OF THE STUDY

1.3 HYPOTHESIS

1.4 SCOPE AND LIMITATION

CHAPTER TWO: LITERATURE REVIEW

2.0 INTRODUCTION

2.1 PROMOTION

2.2 PROMOTIONAL OBJECTIVES AND STRATEGIES

2.3 PROMOTIONAL STRATEGIES

2.4 THE PROMOTIONAL MIX

2.5 ADVERTISEMENT

2.6 PERSONAL SELLING

2.7 SALES PROMOTION

2.8 PUBLICITY

CHAPTER THREE: (HISTORICAL BACKGROUND)

3.1 THE HISTORICAL BACKGROUND OF NASCO GROUP OF COMPANIES, NIGERIA LIMITED

3.2 FUNCTIONS OF NASCO GROUP OF COMPANIES NIGERIA LIMITED

3.3 ORGANIZATIONAL STRUCTURE

3.4 ACHIEVEMENTS OF NASCO GROUP OF COMPANIES

NIGERIA LTD.

CHAPTER FOUR: PRESENTATION AND ANALYSIS OF DATA

4.0 INTRODUCTION

4.1 RESEARCH METHODOLOGY

4.2 PRESENTATION AND ANALYSIS OF DATA

4.3 TESTING OF HYPOTHESIS

CHAPTER FIVE: GENERAL CONCLUSION

5.0 INTRODUCTION

5.1 SUMMARY

5.2 CONCLUSION

5.3 RECOMMENDATION

BIBLIOGRAPHY

CHAPTER ONE:

GENERAL INTRODUCTION

1.0 INTRODUCTION

Societies have for long considered "marketing" as the primary function of business. Promotion however is deemed down right and unproductive. In Nigeria, many business elite's nave joined to share in this general view especially that of "there is no need for promotion".

In this work we shall make known the hidden truth about promotion. we shall also convince students, businessmen, marketing managers, and all that share in the above views on the fact that promotion is the stepping stone of every business enterprise and therefore, must not be neglected.

Marketing is a set of activities/ directed to facilitate exchange, transaction of goods and services and ideas of people with purchasing power. People here are target customers audience and or buyers.

It is also defined as the process of getting the right goods in the right quantities and qualities to the right people in the right place at the right time and at the prices, which the customers are able and willing to pay and which will yield profit to the sellers.

According to the American Marketing Association (A.M.A), marketing is the performance of business activities that direct the flow of goods and services from producers to customers or users".

Phillip Kotler defined marketing as a human activity directed to satisfying needs and wants through exchange process.

It can also be defined as getting the right goods and services to the right people at the right place/ at the right time and at the right price with the right communication and promotion.

Marketing is not easy to be defined, intact, its definition is given according lo one's perspective. But a common view of marketing exist and this view is usually based on the fact that economic activities, can be divided into three primary categories viz-production, marketing and consumption. Marketing indeed is simply seen as being consumer minded. In this case, all goals and efforts of marketing and marketing executives, is to satisfy the needs and wants of consumers. The reason, we shall see in the subsequent pages.

However, the best definition of marketing is that which defines marketing as the process in the society by which demand structure for economic goods and services are anticipated or enlarged and satisfied, through the conception, promotion, exchange and physical distribution of such goods and services.

For there to be proper market for any product, it is very important to identify the marketing concept of such product.

This is also marketing mix elements. They are product price promotion and place.

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They can also be called the four 4ps of marketing. The implementation of the above mix elements lead marketing strategy, one of the important function in this work. A marketing strategy is defined as the recognition of marketing objectives, analysis of marketing environment, choosing between strategies and implementation of these strategies. It can also be defined as these activities concerned with determining what the enterprise seeks to achieve in various areas of marketing and planning for the achievement of these objectives. It implies the selection of techniques and determining whether or not they will yield the anticipated or predetermined results. These techniques encompass the following factors below: -

a) What kind of plan must be undertaken?

b) How will the price of the product be seen in the face of customers?

c) What are the types of promotional activities to be employed?

d) How will the product be distributed

e) The use of mechandising and sales promotion

f) The employment of sales managers

g) How can the marketing efforts be controlled?

From the above, ranging from the definition of marketing, marketing mix, to marketing strategies, you can see that non can easily be achieved without the use of promotion and its activities.

In a nut shell, the marketing of any product begins and ends with the consumers. That is why we stressed earlier that marketing is consumer minded" It does not start where production leaves off. It begins with the attempt to ascertain from customers through marketing and technical research on what product sales opportunity exist. The findings of such research are fed into the product planning to exploit opportunities. It is therefore engineered screened and tested with customers before decision are taken on packaging, pricing and trade terms. If it successfully underwent critical tests, a marketing plan is prepared. These plans however will lead us to the basis of this work -PROMOTION AND ITS ROLE AS A MARKETING STRATEGY. Starting from the statement of problems.

1.1 STATEMENT OF PROBLEMS

Promotion is vital concept in marketing. The success of every product depends greatly on the extent at which the owner of such products, utilized promotion and its mix. Promotion could be described as the act of communicating information between sellers and buyers that a right product is available at the right place at the right price and thus affecting his behaviour or their behaviours.

Communication and promotion go hand in hand with each other and funny enough, any product, produced without communicating the information about the product to customers be the product the best in the market, its existence will not be known.

In fact, the poorest product might end up being the preferable one to the consumers, because of the implementation of quality promotion. Just like it was mentioned earlier, promotion is very important. In the marketing of a product, its functions and roles must not be neglected. Because neglecting the functions and role of promotion towards a product is like neglecting the product itself.

Promotion therefore, can be defined as an essential activity in marketing that creates awareness and stimulates interest in product or brand. Promotion helps in persuading people and finally sells a product. There are factors used in promotion called promotional mix.

1. Advertising

2. Sales Promotion

3. Personal Selling and

4. Publicity

All these will be discussed in the later chapters. A good promotion must reveal some facts like.

a) Price information

b) Information on special offers

c) Officers or give better description of the product in the course of carrying out the above activities successfully, promotion is hampered by the following factors below in NASCO group of companies Nigeria Ltd in particular and other companies in general.

According to Ibrahim Hamza, the marketing manager of NASCO group of Companies, Nigeria ltd. Although promotion is very advantageous in all marketing businesses. It is hindered by some factor stated below

1. Promotional activities are very costly: much is spent on advertisement, sales promotion, personal selling and publicity, especially advertising in radios in televisions. The good part of it is that, they always meet the purpose they were employed to carry out.

2. Me stated further that sometimes, advertisement is Ltd to some number of people because according to him, is not every body that owns Radio or Television.

3. Another problem facing promotion is that of rendering promotional services to customers; such as reducing prices, adding qualities to the product at sale, giving bonuses and samples. This most often ended up reducing the stock and profit from such products since most customer hardly come back for the product even though it is the best in the market,

4. When publicity is used, according to him, the problem arise as a results of the amount or wages paid to the people employed, temporarily for such purpose; at times the amount of product they sold is less than the wages they received.

5. According to Ibrahim Hamza, another problem facing promotion is that of transportation. It is usually very cost to transport personnel from one region to another in the cause of promoting a product.

He further stressed that all type of promotion is hindered by one problem or another. But it is the duty of the marketing manager to calve out his promotional activities in such a way that the revenue from them is higher than the cost.

Apart from the above problems other factors like the mis interpretation of communicated information through a particular type of promotion, by the customers or audience. In order words ineffective communication, hinders promotion.

However, it is the objective of the researchers to provide a well acceptable and lasting solution to the problems of promotion above. This we will see in the recommendation coming up in this work.

1.2 OBJECTIVES OF THE STUDY

Nothing is done without a reason we carry out a particular action for a purpose, or for a result. In other words action goes together with reaction. Likewise, the aim of marketing is to satisfy consumers, acquire high profit margin and to be the best producer of a certain commodity.

As per this study, we aim at finding out why some firms are booming while other retrogressing. It is also our aim to know the best promotional activity a company can conveniently utilize with little or no problem.

However, the major objective of this project is to know the role of promotion as a marketing strategy using NASCO GROUP OF COMPANIES NIGERIA LTD as our point of contact: and other business oriented firms, as an after thought.

This work also aimed at winning the awareness, interest, desire and action of students, lecturers, businessmen, marketing managers, sales personnel and other interested parties on the importance of promotion.

We also aim at enlightening the ignorant marketing manager on the best way to apply promotion in any business.

It is also our objective to persuade firms, business enterprises, industries etc, who are Lakandaisical (reluctant) on spending much capital or lime on promotion to change their attitude to the bitter -spending much on promotion.

We also aimed at bringing to the notice of business men and marketers, that the volume of profit acquired in a given period of time, depend strictly on the amount of interest, time and capital spent on promotion.

Another objective of our study, is to provide a lasting solution, to the problems of promotion in NASCO GROUP OF COMPANIES NIGERIA LTD. In particular and other business oriented firms, in general.

1.3 HYPOTHESIS

For the purpose of achieving the objectives of this work or project it became necessary to set out a particular line of action, which will serve as a guideline to the research. Below are some of the line of actions (hypothesis) set out by the researchers. That

1. Promotion can increase sales volume and high profit margins

2. Thai reliance on promotion can progress a business oriented and non-business oriented firms interims of a number of customers. And non reliance on promotion can affect a business negatively.

3. That well organized and powerful firms are unpopular, without promotion.

1.4 SCOPE AND LIMITATION

Anything worth doing is often surrounded by opportunities and ways through which it could be done. But unfortunately. It is usually not all opportunities, but at times, accompanied by some threats. It has been noted by management genivs that opportunity often goes with threat.

For this reason not all the desired scope of this work is achieved. This is due to some circumstances beyond the researchers control under this topic, we shall discuss on these scopes and limitations.

Our scope cover NASCO group of companies Nigeria Ltd and our possible bests, will be employed to see how far we can achieve the objectives of this project, using the above named Company.

Meanwhile, in the course of our carrying out this study, some factors or if we may say hindrances, hampered the smooth going of the research. Nevertheless, most of our objectives were still met, even with such hindrances.

Below however are some of the limitations, encountered the researchers.

First of all was the problem of adequate finance. A research like this would have involved something like travelling the state to other interested companies for more. But due to the above stated problem we are limited NASCO group of COMPANIES Nigeria Ltd. being the fist time of undertaking the task of writing a project, the researcher are inexperience and could not indicate something might have been indicated.

CHAPTER TWO

LITERATURE REVIEW

2.0 INTRODUCTION

No Product, whether in a market fitted up with competitors or not, can survive without promotion. Although, in the world today, we believe in the survival of the fittest but relating this belief, to products it becomes survival of the poorest.

Just like we mentioned in our hypothesis, popular and powerful firms can be unpopular without promotion irrespective of their popularity or power. But with promotion even the poorest of all the products in the market may become the best accepted one by customers.

Without promotion, the knowledge about a particular product, in the market, may not be known by the consumers of such product, not only that, there will also be back of enthusiasm on the part of the consumers, towards the consumption of such products and above all, a product, that is not accompanied by proper promotional techniques is prone to fail, in the market.

However, in order to put an end to the stated factors above that may cause a product's drawback, promotion becomes a very important, essential and inevitable activity in the marketing of any product. It creates awareness, and stimulates interest in the product or brand, it persuades people, and finally sell the product.

Meanwhile, in this chapter, we are going to discuss, on the role of promotion as a marketing strategy, relying mainly on some selected and related texts. In fact, promotion can not be successful, without its mix essentials, which are advertisement sales promotion, personal selling and publicity. All these mix will be fully discussed upon in the subsequent topics, of this chapter.

Although, promotion is a vital element in marketing, but its purpose is defeated and indeed useless without communication. This implies thus, that communication and promotion work hand in hand and in fact are synchronized.

Any promotional information transmitted to the receiver without accurate reception on the part of the receiver is ineffective. In order to prevent this from happening all marketers and promoters must not neglect the use of the best language, easy and un-ambiguous whenever they take to promote their products.

Consumers must have the perfect knowledge of whatever commodity consumed and this can only come to pass when promoters try as much as they could to maintain constant of information between them and their customers.

Ben M. Guis Marketing Principle 1977, stated however communication informs potential buyers about the existence of a product, then persuade them oft the fact that product will satisfy their desires. Then this statement can dude that promotion without effective communication is more or less, like a beautiful car without fuel. Communication is so important in the promotion of a product that all the promotional mix essentials find it inevitable. However, communication on its own cannot succeed without the eight factors in market communication.

They are - transmitter, receiver, encoding, decoding, information, media, answers and reply. This factors according to Philip Kotler in his book principles of marketing 1980 must not be neglected. All promotional communication undergoing the use of those eight stated factors must present the information to be transmitted, in such a way as to reveal the benefits and merits, in which customers might enjoy in their course of consuming a product.

Phillip Kotler further stated in his book principles of marketing 1977 that promotional information are usually a failure because of the ambiguity of the words used. The marketers and promoters should bear in mind that the process of communicating information about a product to customers and that of promoting a product attempts to create awareness and understanding on the part of customers, who receive the information. Eut do not attempt to confuse them. This unfortunately is happening phenomenon in business enterprises of this modern age.

Pierie Msitineau (Marketing Theory for Practitioner by Olubunie lyanga) stressed more on Kotlers view, where he stated that there is un- comprehended information on part of receivers (consumers) and also failure in promotional information due to the fact that 'human beings have the habit of talking and writing two much without - conveying any meaning, no where is this more true than in advertising, which too often ends up as the communication from the set of professionals to another set of professionals not to the masses audience they are suppose to be reaching.

From al what we have been discussing, we can summaries simply that for a product to survive in the market it must be accompanied by standard promotional tools and for these tools however to be adopted successfully, they must be accompanied by reliable and effective communication and for the communication to succeed on its parts, it must be straight forward and simple without ambiguity. If all these summarized rules are followed promotion in all organizations will never be tedious and discouraging.

2.1 PROMOTION

Different authors have defined promotion in different ways. Some see promotion as the advancement of an employee to a better job or position. While others see promotion as progress in any form, which we experience in our daily routine.

But for the basis of this work, promotion could be defined as the communication of 'information between sellers and buyers that a right product is available at the right place, at the right price and therefore affecting their behaviour.

Of all the items in the marketing mix, promotion is regarded as the most effective mix therefore, must be seriously protected in order to avoid failure. It often work hand in hand with communication. Therefore, promotion without communication is useless.

Promotion has been seen by different writers as the process whereby information flow in one way and also it involves persuasive designed to move a person or organization, closer to the point of making marketing exchange.

Promotion helps allot in creating awareness, interest, desire of a predict, on the eye of customers and to induce them to buy a product. For tins reason, promotion is described as a furthering process, intact, promotion advances the position of a marketer in some measurable ways.

However, Robert Cavidege and Gary sterner (a model for predictive measurement of advertising effectiveness (1961) has supported the above motion stating that before a consumer finally conclude on the consumption of a particular commodity or product he undergoes some basic step.

According to them the step stalls from their being aware of the product through promotional activities carried out by the producer of such products. After they are fully aware of the product's existence, the next step becomes their knowledge on how the product could be used its benefit, cautions and indeed all about the good.

The next step, becomes their interest on the product, preferring the product to those of competitors. Then" causes their preference conviction on the fact that the product is best in the market.

The marketer? should therefore try as much as they can to innovate the product, put in their best possible and make the product the best in the market and also try to always defeat their competitors in the market by using unique promotional activities.

All these steps can be summaries in the following charts

below:

a) Leaving and Sterner Stages: Awareness knowledge liking preference conviction purchase.

b) Evanette. M, Rogers Stages: Awareness interest evaluation trial adapt.

c) Colley's Stages: Unawareness awareness comprehension conviction action.

From all these stages, we can see mat without promotion, no product could be purchased by consumers even if they are the best. Production creates awareness interest, desire and action on the customers part. It ensures that a product lives up to expectation, in the market.

In order to be successfully adopted it made proper use of its mix essentials such as - advertisement.

§ Sales Promotion

§ Personal Selling and

§ Publicity. All these will be fully discussed upon in the later topics.

Furthermore, promotion without communication is dead. Promotion is se: out as an objective to be achieved, while communication acts as the strategies on which the objective could come to pass. Indeed promotion is communication and communication is promotion without communication, consumers the object of promotion could hardly be reached. The product is communicated to customers through promotion, the price, package, place etc is communicated to consumers.

According lo Marcer Haper Jr. (printers Ink) (June 1962 153) communication is the care of marketing. Every successful promotion however depends solely on effective communication.

Furthermore promotion has been viewed as the firm's communication link with prospective buyers. A good promotion must in the case endeavour to answer the following questions.

1. Who?

2. Says what?

3 In which chansi?

4. To whom?

5 With what effect?

Answering this question because the basis of this project the role of promotion as a marketing strategy. We shall explore the "who" question in the section on the source effect "says what" on the MESSAGE EFFECT. "To whom" on the RECEIVER'S EFFECT "What Effect" on the RESULT EFFECT "in which Channel" on :he = media effect. These factors are going to be the basis of our discussion reliability. Publicity is also important because the audience usually accept the opinion and suggestions of media representatives. Personal selling might Dave-been effective but it is-very expensive. Advertising is more efficient but believability and reliability are usually hard to convey. Promoters must select the best and appropriate vehicle when promoting their products. This depends on the nature and characteristics of the market and the circumstances surrounding promotion campaign under the receiver effect we realized that consumers do not react the same to all promotional message They deliberately avoid some messages (selective exposion) while they believe other messages (selective perception) and they tend to target messages that conflict with their predisposition/ (selective retention). All the these factors above illustrates receiver effects. But whether selective exposion, selective perception or selective retention, all depends on the effectiveness of the communicated promotional information. Companies should' therefore endevour to practice promotion as best as possible they can.

The last question to ask in the segment when promoting is that of "WHAT EFFECT" - feed back effectiveness. At this point a good marketer should be able to detect whatever or not he is successful, in his promotional activities customers are suppose to rush over a particular product as a result of proper and well arranged promotion activity. A successful promotion should be the one with many returns and a tangible feedback.

However, promotion from the above cannot be successful if not properly managed. Marketers who in this case manage promotion to the best of their capability, putting customers first, that is being consumer oriented will enjoy the full benefit.

All promotional activities depends on communication and indeed capital. With these will be its second name.

2.2 PROMOTIONAL OBJECTIVES AND STRATEGIES

Just like the definition implies, promotional objectives can be classified into four viz awareness, interest, desire and action. These four objectives can be summarized as (A.I.D.A). Promotion helps in winning the awareness of customers. They do this, by announcing to customers through any acceptable medium, that a particular product, exists in a particular place, sold at a particular price and intact that it is the best product in the market that can satisfy their desires. When creating awareness as the pert of the consumers, the marketer may use any of the following.

(a) Newsy and Shocky statements.

(b) Cartoon characters

(d) Large sign boards etc.

Another objectives of promotion is to create interest of a product on customers. Here the message conveying such interest must be informative, descriptive, advertisement, image building advertisement another device used media to build up the interest of customers on a product, is that of buying down the tone and language of your advertisement in a way that will fit the consumers, their attitudes experience, personalities etcetera.

Another objective of promotion, is to create interest of a product, on customers. Here the message conveying such interest must be informative, descriptive, advertisement, image building advertisement another device used media to build up the interest of customers in a product, is that of bringing down the tone and language of your advertisement in a way that will fit the consumers, their attitudes, experience, personalities et cetera.

Another objective of promotion is to arouse the desires of consumers a customers. The marketer do this by trying as much as he can to convince the customers to try his product. In order to win the desire of our customers, the marketer should engage in competitive advertisement, persuasive advertisement. Marketers, under "his sub topic should try to convince the consumers that their product is the only are that can meet their desires. Economic and moral reasons should be indicated to justify their desire to pay.

It is one of the objective of promotion to inform customers about a product, persuade then to buy a product and then reminding them, continuously, about the product and its benefits.

Of all the objectives of promotion the most important is that of increasing sales volume, increasing the number of customers and above all increasing the profit margin of the organization. For these reasons and objectives, organization that utilize promotion a great deal is always coming out the best in both the eyes of customers in particular and company's management in general.

2.3 PROMOTIONAL STRATEGIES

Promotional strategy. Just like marketing strategy involves the identification of promotional objectives, the analysis of the promotional environment, the choice between alternative strategies and the implementation of these strategies.

Strategy on its own is the planning and adjustment of efforts to attain a specific objective every firms, organization enterprises et cetera, makes use of strategy. It ensues adequate planning and implementation of persuasive communication with customers.

Promotional strategy however is concern with the assignment of responsible establishment of priorities and deadlines and create allocation of company's resources to achieve desired end high profit and satisfaction of consumer needs.

Promotional strategies therefore works hand in hand with promotional objectives. Companies -set out objectives to be achieved and strategies for the success full achievement of the objectives. Promotional strategy ensues that information is transmitted to customers about a product that will satisfy their needs.

Promotional Strategy facilities sales thereby increasing profit margin.

For there to be standard strategies plan for promotion, promotional information should be communicated with the absence of ambiguity.

Pierre Martmean who noticed this stated in marketing theory for practitioners by Olukunie lyanda. That "Human beings have the habit of talking and writing two much without convey any meaning no where is (his more true than in advertisement which too often ends up as the communication from the set of professionals to another set of professionals, not to the mass of audience they are supposed to be reaching?

From the above statement, it should therefore reasonable, if one says that promotional strategy helps in breaking down information in a way, as to ensure easy understanding. According to Albert Waterstone "Planners cannot Limit themselves to saying what is to be achieved without showing ldw and by whom it is to be achieved a done".

In this case, promotional strategy, aimed not only to sending messages or information but also state directly or openly those that 'should transmit such information and how best possible it could be done with a minimum cost at maximum profit.

Promotional strategy is concerned with the getting together of a firm's advertising compare and trying re-asses or reset their communication, target their awareness, knowledge likes and dislikes, convictions, purchase goals of each target and the advertising message and media best able to accomplish these goals.

Promotional strategy is very vital to any business oriented firms. It helps a lot in the re-examination failed objectives and formulating or adopting alternative plans.

Promotional strategy should be compatible with the objectives they are to attain.

It should be compatible with external market environment. Promotional strategies should be realizable given the resources at tre company's disposal. Then, capita, material machine methods and miracle. Promotional strategy should be organised in such a way, as to be realizable, within the period of its formation. Indeed, promotion strategy organization requires consideration of all factors that affect the entire marketing programme and the integration of promotion decision, in order to note fully. The impact of these factors the adoption of the essentials in the marketing mix - advertising sales promotion, personal selling and publicity which will be discussed latter, should not be neglected.

A good and well established promotional strategy should be able to answer the questions below.

1 - What type o" good should be produced

2. - To whom must it be produced?

3. - In what quantity should they be produced?

4. - At what price should be they be sold

5. - How will it be distributed to buyers?

6. - What bind o" planning must be undertaken on behalf of the product's success?

7. - What type of promotional activity must be adopted?

All these questions above must be carefully answered formulating a promotional strategy. And for the right answers to be derived, firms formulating such strategies must be consumer oriented. That is they must consider the consumers of the product their desires, interests, awareness, personalities, purchasing power etcetera. When this is done, we say that a firm is bound to be successful.

Nevertheless, since all customers cannot be satisfied at a time and even when the firm tries their best to ensure customers satisfaction, some or few will still be left out. The best strategy therefore is that of firms fishing where there are better fishes and will eat better than those who try to fish everywhere at a time. This had been summarized by Olukunie iyanda in his book-marketing theory for practitioners.

"You can not be all things to all customers, fish where the fishing is best and you will eat better than those who try to fish everywhere at once."

2.4 THE PROMOTIONAL MIX

Promotional mix could be described as the combination of marketing and promotional communication methods used to achieve the promotional objectives of one marketing mix.

Promotional mix is divided into two namely

(a) Controllable method

(b) Non Controllable Method.

Under the Non cont-ollable method, we have some factors as

(a) Independent word of mouth

(b) Independent and Objective of publicity

This method is that which cannot be controlled by the Company. Its values to the firm lies under their independence and objective. They are usually effective and valuable, precisely. This is because they could be perceived, in a greater degree. This method is better therefore when the market is determined by the views of influential opinion leaders or reference group.

The controllable methods are those methods that could be controlled by the organization without hindering any other activity in progress. In fact, controllable method is made up of what this work is all about promotional mix.

They are:

1- Advertising

2- Sales promotion

3- Personal Selling and

4- Publicity.

A good promotion therefore should be able to adopt the following important things, before he can conclude that his product is the best in the market.

The things are:

(1) Price information

(2) Information on special offers

(3) Offer or given special distribution

Let us now take the mix in turn starting from advertisement.

2.5 ADVERTISEMENT

Advertisement being one of the mix essentials, is a one way communication between the seller (transmitter) and mass potential customers (receiver).

It is a major mix in promotion, consisting of non personal forms of communication conducted through paid media - TV, Radio etcetera under the control of a clear sponsor. Advertisement can also be defined as purchased non- personal communication using mass media such as television, radio, video etc. For advertisement to be successful, it must operate utilizing the- following media

(a) Printed media

(b) Broadcasting Media

(d) Outdoor Media

(e) Publicity and direct media. Let us take these media in turns.

Printed Mecia: These include advertisement, done on National Newspapers, colour supplement, regional and local daily newspaper, children magazine, periodicals etc. This media, enhances accurate target of promotion, communications" customers segments. Identified as making up the reader slip profile.

Broadcasting Media: These are advertisement done on commercial television and commercial radio. This media, enhances media power and dynamic presentation. Although this media is very expensive, its outcomes are worthwhile. Cinema: This type of advertisement allows accurate customer targeting and visud impact. This medium depends solely on trend on cinema shows.

Out Joor Media: This involves fixed poster, show and cards, electric and non electronics screen message. It ensures size visibility and situational impact. It is hindered by noise and information cluster. Publicity - this type of advertisement may occur through the printed media, broadcasting media, the cinema film, video and direct communication, which includes announcement, news, editorial comment etc. Publicity, plays two forms - independent objective and non controllable. The message is researched upon, compiled and formulated under the editorial control of a particular media. Publicity enhances perception of objectivity and freedom from bias.

All the above factors indeed helped in carry out the roles of promotion as marketing strategy. With these factors, advertisement finds it easy to create awareness, interest, desire on the part of the consumer and of cause inducing them to purchase more items from the company.

Other decisions like message media and campaign evaluation, which had been discussed earlier, must be put into consideration by the marketer.

The main objectives of advertisement are:

(a) Awareness - it is used to establish a basic awareness of a product in the mind of potential customers and to build up knowledge about such products.

(b) Comprehensive: - Advertisement helps in building up an understanding of a product and its benefit on the part of customers.

(c) Conviction: - Here, it helps in converting or transforming emergent favourable attitudes, into feelings that are actually positive and preferentially, towards the production or cc'mmodity.

(d) Action: - advertising objective at this stage includes:

(i) Helping the potential customers to overcome personal doubt and barriers to action.

(ii) Reinforcing feelings or Tightness and preference about the product or services.

(iii) Encourages individuals to make purchase decision.

(iv) Encouraging repeated purchase of the product or services

(v) Advertisement encourages customers to purchase a firm's product at a very constant rate.

(vi) Reinforcing the customers feelings that he or she had made the best definition.

The success of any advertisement depends on the communication effectiveness and persuasive effectiveness.

2.6 PERSONAL SELLING

This is a promotional mix whereby a company employs tangible amount of sales force, to undertake the selling of their products, personally to, those in need of them.

According to Ben this marketing principles (1977) personal selling Coin be grouped into five (5) main stages: -

(1) Responsive Selling

(2) Trade Selling

(3) Missionary Selling

(4) Technical Selling and

(5) Creative Selling

By responsive selling, it meant the type of personal selling whereby the sales force is expected to react to customers demand, without hesitation of any kind.

Trade selling here means almost the something with responsive selling. With the only difference of trade selling focusing on all the use and evaluation of items on sale.

Missionary Selling - here the seller of a product, try as much as they can, to influence the decider who is different from the purchaser/user of the product.

Technical selling is another type of personal selling whereby sellers solve consumers problems through expertise and experience.

Finally, in the list of creative selling: here the sellers set up some powerful strategies, media to create demand for a product. If all these factors are properly handled, promotion will forever succeed.

The objective o'' personal selling is to make the sales in fulfilling this important role, personal selling must be co-ordinated and integrated with the rest of the promotional mix. Because personal selling is relatively expensive, activity, it needs to be cost effective in terms of achieving sales as a proportion of number of potential customers reached. Its objectives are

1. Stimulates demand

2. To induce some middle-men in patronizing some part.

3. To encourage the advertisement of a company's products by the middlemen.

2.7 SALES PROMOTION

This had already been discussed upon in the previous chapters. Therefore we arc only going to summarized.

It refers to the wide variety of specially tailored short run promotion activities aimed at consumers, middlemen, sales force by trade shows, samples, ringing of bells, taking hand with microphone etc. Sales promotion performs the function of making the demand culture of a firm's product, more elastic, slight from left to right.

It is further divided into two parts part one is the immediate consumers incentive while the later is delayed consumer incentive. The first is for profit making at a very short time or at the short run. While the later is long run profit making.

2.8 PUBLICITY

This has beer defined, as the process of securing editorial space as devorced from paid space, in all media read, viewed or heard by a company's customers or prospects for the specific purpose of assisting in the meeting of sales goals. The objectives of publicity are;

(a) Exposition of all benefits about the products on newspapers etcetera.

- Publicity

These mix can .also be called promotional mix. Without the activities of these mix, promotion can hardly be successful. However, sales promotion being a part of promotion plays a very important, role in the distribution of products to customers at the right time, in the right place and at the best price.

Meanwhile, sales promotion according to the American

Marketing Association revolve round those marketing activities other than personal selling, publicity and advertisement, that stimulates censurers purchasing power and dealers effectiveness.

It had also been defined as the wide varieties of specially tailored short run promotion activities aimed at consumer, middle men, sales ''force, for example, trade show, samples, ringing of bells, calking loud with microphone, directly appealing to consumers.' Sales promotion indeed perform allot of activities for the success of a product in the market. Three activities can also be called sales promotion techniques. Sales promotion activities or technique are therefore, those activities that do not fit into any promotional mix be it advertising, personal selling are publicity, found in both consumer and industrial goods market.

They have two broad objectives viz:-

(a) Enhancing promotion to the trade and

(b) Assisting the trade in promoting and selling products to the final consumers.

Good use of sales promotion activities develops product brand image, complement other element of the supplier's marketing mix aid enhances promotional activities undertaken by distributions or retailers.

The sales promotion activities is divided into two us viz:

(a) Immediate consumer incentive

(b) Delayed consumer incentive.

(a) Under the immediate consumer incentive, the activities become free

(a) Free samples and trial packs

(b) Bonus packs

(d) Price Promotions on packs

The objective of the above incentive is to achieve short term increase in sales,

(b) The delayed consumer incentives on its own involves.

(a) Coupons

(b) Taken and racing Stamps

(d) Charitable offers on mail in Basis

(e) Self liquidity offers

The objectives being to achieve term increase in sales. Sale promotion helps a lot in informing customers about a product, reminding them of the product's existence and stimulating the buyers.

Sale promotion activities also help in improving sales thereby increasing the profit "margin. Sales promotion activities educate customers about a product and indeed increase their interest, in the product.

Having talked so much on the activities of sales promotion. Let us now explain those factors in the two types of promotional activities listed above. Starting from immediate consumer incentives.

(a) By nee sample and trials packs, it means the products usually tokens given to the consumers of a product at their first consumption. They are usually without cost,

(b)Bonus packs however are those given to consumers after they have bought a tangible quantity. This normally serve as an incentive to includes him write buying there next time.

(c) Premiums and giveaway are usually in form of offers. Given freely or at a very low cost, to encourage customers to buy more or from the supplier, next time.

(d)Prince promotion on packs are the type of incentives, given to customers who usually buy in packs and in large quantities. Under the second type of sales promotion activity we have the following factors explained below-

(a) Coupons - these are offers made to those with the intention to consume and able to consume a product. They are usually made, through radio, television, newspapers etc.

(b)Charitable offers on media in basis are usually offers given to consumers and even non consumers of a product. Without cost. Furthermore, all these activities had been summarized by Kotler in his book marketing principles, published in 1980. He stated that for any company to succeed in sales promotion, that company must do the following;

(a) Protest the sales promotion programms to know how cost effective they are:

(b)Select the best tools to be use in the cause of production.

Alter all these factors above and fully implemented, it is therefore, the duty of the marketer to implement and control the sales promotion tools thereby presenting the result in an understandable and simple form.

All these are the activities of sales promotion which must be upheld for the survival of all products.

CHAPTER THREE

(HISTORICAL BACKGROUND)

3.1 THE HISTORICAL BACKGROUND OF NASCO GROUP OF COMPANIES, NIGERIA LIMITED

In this chapter, the research is only limited to whatever information derived from the management of NASCO group of companies, Nigeria Limited. However, there, is no addition or

subtraction of information. NASCO Group o' Companies Nigeria Limited, being one of the strongest company in Nigeria, started as a sole operator in 1963.

Prior to this time, the company was according to Ibrahim Hamza (Marketing Manager of NASCO group of Companies Nigeria (Ltd) known as the Northern Nigeria Fibre Company. This Company was managed by top officials, from the Northern part of the country, and was owned by the North West. The Northern Nigeria fibre company, specialized in the production of dupe parts, cocoa, grandaunts etcetera. Their headquarter then was in Jos. They sited their headquarters in Jos, because of no other reason then the availability of raw material in that region.

However, the proprietor of NASCO group of companies Nigeria Ltd, Started by owing a share in the Northern Nigerian Fibre company. At a point he realized that owing a mere share will not actualize is dreams, lie then proceeded into the buying of a part of the Northern Nigerian fibre company. At the time he was working hand in hand with the executive of the Northern Nigerian fibre Company.

Ahmed Nasirudeen, being a successful and reputable business mare saw that owing the whole company will be more proprietors than owing part of the company. He then negotiated with the executives of the Northern Nigerian fibre Company on the buying of the whole company. This negotiation was successful and the ownership of the Northern Nigerian fibre company was given to him.

Nasrideen has the reputation, the knowledge, quality and physique of being the proprietor of such a reputable company like Northern Nigeria fibre company. His dream came true and as soon as he took over the ownership of the company. He found it necessary, to change the name of the company, since the ownership has been changed.

His desire to change the name of the Company led to what is now known as NASCO GROUP OF COMPANIES NIGERIA LIMITED. However NASCO itself was formulated from the owner's name Ahmed Nasridcen. This can as well be called Ahmed Nasrideen qroup of companies Nigeria Ltd. But for the purpose of catchinc people's attention and interest. The official name becames NASCO Group of Companies, Nigeria Ltd.

But before arriving at this very name, he called the Company NASCO fibre, during the first few periods of his ownership tenure. Then they maintain the same products - fibre, dupe paints, cocoa, groundnut etc.

As a result of profit making, Ahmed found it very important, to diversify the Company's area of specialization - dupe parts, cococ, groundnut etc into the production of household materia's. This step led to the establishment of another company called NASCO carpets. They produced different brands of detergent, and subs and also industrial chemicals for other companies.

Along the line, he discovered another opportunity for exploitation. And this was in ford industry. This made him to establish yet another company called NASCO food. They specialized in the production of quality biscuits, mass biscuits, NASCO Warfers, Cornflakes, Flour etcetera. With these companies put together, Ahmed Nasrideen called them, NASCO group of Companies Nigeria Ltd. With the development of this Company, Ahmed found it necessary to embark on backward integration. This type of integration is the opposite of the forward integration. Here the company started producing raw materials on their won, instead of applying on other companies. They did not only produced of other companies, who bought from them.

This decision on backward integration led to the establishment of NASCO pack. This company is in charge of producing packaging materials of all sorts for the company and other Companies.

During this period of integration, they found it necessary to owe a marketing unit, in charge of all the marketing activities of the company. And this they Acquired. The marketing Unit however is in charge of all the marketing activities such as product planning, pricing policies, promotional activities, good network distribution etc.

3.2 FUNCTIONS OF NASCO GROUP OF COMPANIES NIGERIA LIMITED

From the above discussion, we can classify the function of the above mentioned Company into the following sub division:-

Detergent Division

Food Division Personal Product Division and above all quality product manufacture.

NASCO carpets undertake the task of producing detergent materials for the usage of the citizen of this country. Examples of these detergents are soaps, bleach etc. NASCO Food on the other hand is incharge of producing quality food items, snacks, biscuit, wafers, corn flakes etc. NASCO pack produces packaging materials for the use of NASCO in particular and other companies in general.

However their main function according to Ibrahim Hamza is to produce quality products for the satisfaction of consumer wants. The company also undertake impressive innovation of her products.

Noticeable among them is the NASCO Nova a toilet soap. This soap was previously in a pack but now, after undergoing serious innovation has taken the form of sachet. Its smelt and everything about it has changed and infact customers will like it by the time it acts to the market.

As a result of the innovation the marketing manager stressed that, its price will reduce to N16 per sachet. Is sweet smelling and fresh. Most of the activities of NASCO group of Companies

Nigeria Limited, aimed at consumer satisfaction. This according to Ibrahim Hamza is for the winning of their interests, desires, and action into the consumption of their products.

NASCO also undertake extensive trade discounts, quantity discount, free sample issue, bonuses etc all for the benefits of customers.

NASCO Group of Companies Nigeria Ltd also carryout the function of award giving- This they do on the areas of best user of their products, best distributor, best sales officer etcetera in order to motivate both customers and staff of the Company.

Finally, the functions of NASCO group of Companies could be summarised into the provision of quality services through consumer products. This was stated by Ibrahim Hamza in the course of our research and interview.

3.3 ORGANIZATIONAL STRUCTURE

In NASCO group of companies Nigeria Ltd. The Managing Director is the top most of all according to the order of hierarchy followed by the deputy managing director, under these officials are the general Manager Administration, general Manager Commercial, General Manager Finance and account, followed by the Marketing Coordinator under him is the marketing administration Manager, followed by the National Sales Manager, Area Manager, Regional Sales Manager.

All the officials in NASCO group of companies Nigeria Ltd are so organized that each and everyone, acts and as check to the other. And information Hows from top to down and from down to top without depressing (Sealer Chain).

No one official as allowed to exercise authority, more than he is given. Every body in the marketing section reports directly to the marketing co-ordinator who will inturn report to the general manager Administration. The information and report will follow in this order until it gets to the Managing Director - the Sole Head.

However, all the personnel in the organization work to achieve the same goal. Despite the fact that their areas of operations are different.

Below is a Chart shaving the organizational structure of NASCO group of companies Nigeria Ltd.

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In the organizational structure, the marketing co-ordinator plays a great role in taking care of all the marketing activities. All the success of the organization in terms of high sales volume and high profit margin, depends on his performance. He helps in seeing that established product line are sold in established market. He also helps in the proper marketing of new product and development of new market.

Whatever the organizational structure is, according to Ibrahim Hamza everyone of them aimed at meeting the objective of quality product and self sufficiency.

3.4 ACHIEVEMENTS OF NASCO GROUP OF COMPANIES

NIGERIA LTD.

The achievements of the above mentioned Company is so numerous that they can hardly be completely enumerated. But however, below are some of the achievements. NASCO Group of Companies Nig. Ltd. Is one of the best in the country in terms of quality carpets, house hold materials, soap, and other detergents, corn flakes, flour, biscuits etcetera.

Right from 1963 of its establishment, to date, the company still retain her ground and had never fell; unlike majority of the companies founded in that same year.

From its continues life cycle, one can say that they or the company has made great achievement on the area of profit since no business can sustain itself without profit or remarkable turn over.

The Company has succeeded in winning majority of the customers in the market of detergents, house hold materials and food into the consumption of her products.

The Company has also succeeded in meeting her objective of high quality product and self sufficiency thereby drawing many interest into the trial of their product. This is lacking in many organisation. NASCO group of Companies utilises the best promotional mix, best persona! best sales force and best marketers. They succeeded in being one of the best and they have maintained it.

CHAPTER FOUR

PRESENTATION AND ANALYSIS OF DATA

4.0 INTRODUCTION

For this work to be successful, the researchers found it very necessary, to adopt the use of the following methods, listed bellow: -

(a) Problem definition

(b) Research Plan

(d) Report writing (Data Presentation)

The problem here can as well be called the reason for a particular research work., however, relating the above statement to this work, our main problem or reason is the role of promotion as a marketing strategy.

Having defined the reason for this work, the next important step is that of deciding on the best research method to be used. To be discussed in the later paper.

Then the data is analysed; that is, it is summaried, into a more simple form to enable easy comprehension by the reader or receiver.

Finally, a research work of this nature is useless if the receiver could not or did not understand the transmitted, information. Therefore, for there to be perfect reliance, on this particular work or research, its results must be transmitted in an unambiguous ways in order to satisfy both the transmitter and the receiver.

However, NASCO group of companies Nigeria Limited is a big and popular Company known to people through their usage of the promotional mix.

The have the most outstanding products in the market, they enjoy continuous persuasion of their products by customers intact, from what we have seen, from our experiment and our survey of the company we can simply describe as second to non.

After the research had observed the above development in the Company, they took to ask the question, WHAT ROLE DOBS PROMOTION PLAY IN THIS COMPANY (NASCO GROUP OF COMPANIES NIGERIA LTD) AS A MARKETING STRATEGY: In the cause of answering this question, this work came into existence.

In this chapter, therefore, the researcher shall state the methods they used in carrying out their project.

We shall also present and analyse the data derived in the process of this work and finally, we shall discuss on the success of our previous hypothesis and the tailed ones should be eliminated.

4.1 RESEARCH METHODOLOGY

This can also be referred to as research plan. Having identified clearly, the reason for this project (The role of promotion as a marketing strategy). The next step is that of planning on the methods to apply for proper derivation of desired information from the respondent. The mapped out methods in this research are:

(1) Data gathering

(2) Research Instruments

(3) Sampling Design.

The researcher made extensively, use of data gathering in this work. Intact, it provides a very important framework for this project. An important advantages enjoyed by the researchers in the course of carrying out data gathering was that of easy collection of data, fine data analysis and presentation. And also majority of the desired information was derived from the use of data gathering.

Data gathering method is divided into two - primary and secondary data collection for the success of this project, the research did not neglect any of these two methods but instead, the two were concurrently and simultaneously used.

Under the primary data collection we made use of observation, experimentation and survey.

The researchers under the use of observation, personally went to the company under study (NASCO Group of Companies Nigeria Ltd) where they derived important information from the management. This method as we noticed enhances objectively and produced the most accurate result. Here, we made use of Questionnaire and face to lace interviews of some extracted officials in the Company.

The researchers also experiment on the behaviour of customers toward the use of promotional activities by the company. In this juncture, we tried to experiment on how fast the buyers of the Company's product takes to react, that is, buying of the product after a particular promotional mix had been carried out. Here we, also experiment on the best promotion mix that the Company could adopt in the cause of promoting her products.

Under the surveying method, we relied mainly on the asking of questions in this case, not only did we ask the management of the company of our case study but also important questions were answered by customers and lecturers on the role of promotion as a marketing strategy.

We also made extensive use of questionnaires in this method. Alter the collection of important facts from known or reputable customers, personalities and the company of our case study (NASCO Group of Companies Nigeria Limited). Through face to face interviews and questionnaires, the secondary means was also adopted.

Here we obtain our data and information from important and reliable publication, journals, editorial reports and textbooks. After the above methods have been used for the collection of data and information, it is very necessary 10 present the results of our findings or research in a more reasonable and comprehensive form. This in turn will lead us to another sub topic presentation and analysis of data in the later topics of this chapter.

Now, the data have been possible if the most suitable instrument for the research were not adopted. This leads us to the other step in the research planning or research methodology - THE RESEARCH INSTRUMENTS.

Here in the research we used the most suitable method for the success of this work. We adopted the use of specially designed tally sheets during the period of our observation and also questionnaire when we were using experiment and survey methods. Although we made use of questionnaire in lie observation method, but in a lesser degree.

Furthermore: our questionnaire were designed in such a way that all respondents, understood them and corresponded positively in their answers.

Finally, under the research methodology sampling design was used, apart from data gathering and research instruments for the scope of this research, we limited our selves to only the use of non-probability sampling, here we based our research on a payable amount of customers in the entire population.

All these three important and reliable methods were used, effectively, in the course of this researched project. The presentation and analysis of the data derived from this method is however, stated below:

4.2 PRESENTATION AND ANALYSIS OF DATA

NASCO Group of Company Nigeria Ltd., according to Ibrahim Hamza. The marketing Manager, utilizes all the promotional mix; but when we talk of preference, advertisement is more used followed by personal selling then sales promotion and lastly publicity.

They prefer the use of advertisement as the major means of promoting their product because of the fact that through advertisement many consumers will come to know the product and not only that, they will know the ways by which the products could be used. The qualities and even compare the effectiveness of such products with those of the competitors.

Apart from advertisement, Ibrahim Hamza stated that personal selling is used. Mere they employ a tangible amount of sales force whose duties are to move from house to house one market place to another and other places, where budget customers are likely to be found. He furl her elated that these people do not only sell the product but also help in advertising it by telling the consumers the benefits from such products and how it is better from those of their competitors and in fact convince them on the fact that they should not only try the products but slick to its consumption.

Below is a chart showing their rates of which they use the above stated promotional mix.


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The above chart is derived from the questionnaire and face to face interview. It could be so en therefore that the company adopts 100% usage of advertisement, 80% on personal selling, 40% on sales promotion and the lowest on publicity which is 20%.

These percentage of usage of the promotional mix may not be the same with other firms since each firms that which will meet their objectives.

In the course of promoting their products, the Company undergoes prize given donations, gifts, bonuses, bonanzas and the manufacturing of quality and standard items.

Since the major objective of promoting a product is that of increasing sales and profit volumes, conviction of the consumers on the tasting of a product and sticking to the consumption of such products. Ibrahim Hamza stated products and moderate prices of their items produced inorder to achieve the above stated objectives.

The success of every products sometimes depends on 'lie activities of the dealers of the product that is the whole sellers and retailers who bought from the manufacturer and from the which seller respectively, may be distributing these goods to the consumers at a very high rate, compared to the rate at which they (middlemen) purchased such goods. This in turn will lower the consumption rate and sales volume since such consumer will rather buy the competitors product at a lower price term buying the expensive ones.

(a) Developing super-co-ordinate goals for the Company as a whole: here the company minimizes the total cost of moving products through the system, improve information flow about the Company's products, increasing consumers interest and acceptance of (he products.

(b)The Company (NASCO Group of Companies Nigeria Limited) also develops administrative mechanism that increases participation and trust: here it tries toestablish a dealer council consisting of all the middlemen, involve in the distribution of the products to the retailers and final consumers, these middlemen will therefore come together, and solve distribution problems.

NASCO Group of Companies Nigeria Ltd., also put into cognizance, their target markets, the characteristics of their products, intermediaries or distributors and competitors together or distributors and competitors together with their own policies. This in effect has done allot in pulling many consumers into the try and preference of their products.

According to the respondents, from the questionnaire and face to face interview, without knowing the areas where your customers are more concentrated, you promotional activities may not be effective. For this reason, NASCO Group of Companies Nigeria Ltd., has done allot in putting their targeted market in to consideration. Thereby knowing the geographical dispersion of her customers, their purchasing pattern and their susceptibility and response to the different selling methods adopt by the Company. This is why the y are able to adopt the beat promotional mix and making the desired profit.

The Company also consider their product characteristics here they go into the production of items that their consumers will easily accept, without hesitation.

Their distribution is carefully put into consideration, they utilizes the best and strong distributors who does not only sell but also council consumers on the importance of the product. The make less use of the best marketing techniques, best promotional activities best pricing policies etc inorder to defeat their competitors.

Another area of consideration is that of their policies - this involves their product mix, financial standing, their level of advertisement.

All these factors according to the management helped in various ways towards the promotion of their products. Since every properly arranged investment like that of NASCO Group of Company Nigeria Ltd. is deemed to yield profits or benefits. The above mentioned company has enjoyed allot in their cause of carrying out the above stated promotional mix and techniques. The benefits are:-

(1) High Sales Volume

(2) High profit Margin

(3) It has helped in sustaining the Company in the areas of their competitors.

(4) Pulling or pushing many customers both those that were uninterested into the trial and consumption of the product.

Although the researchers were not allowed asses to the company's profit figures in their course of utilizing the stated promotional includes. But from the response of the interview and from what consumers and customers talk about them (Affirmative) one can conclude that the profit volume as a result of promoting their products is high.

Through promotion, many people in the country and even outside the country had known about this company and their products.

Many of their competitors had been seriously defeated, in the market of her products because of their promotional techniques especially their high quality and costly television advertisement.

In a nut shell, we have concluded from our questionnaires, interviews, observation, experiment and survey that promotion had helped NASCO Group of Companies Nigeria Limited allot in the creation of awareness, interest, desire and action on the parts of their distributors and customers.

Promotion according to the marketing manager of NASCO Group of Companies Nigeria Limited. Sokoto State Branch Ibrahim Hamza is not just a word of month but a matter of capital. He stressed that companies desiring to promote their product is futile without adequate financing of the promotional projects.

For, there to be adequate turnover, profit and immediate buying action on the part of the customers of a company's products; there must be promotion and not only that, but also, a well organised and properly financial one.

Another instrument for proper promotion is that of skillful and well experienced sales force. These people does allot in the conviction of customers towards the consumption of a particular product. Also the production of quality items also facilitate promotion. When a product is of good quality, the addition of little promotion is enough to increase sales and profit margin of such products.

NASCO group of companies Nigeria Limited did not find it very easy to carry out the above stated promotional mix and techniques. They went through some inevitable problems stated below :-

(j) All promotional techniques are very costly especially the major one applied by the company - advertisement. This according to the Company is very costly and not only that, advertising out television especially on National Television Association, Sokoto will only circulate within Sokoto and not buy and due to their transmitting power.

This in turn has hindered the promotional activities of the Company through advert. As a result of this, the Company now base their advertisement on Radio since according to them get to many people, not only within Sokoto but other parts of the country too.

Another problem encountered by the Company in their course of advertising through television and radio is that of the fact that, it is not everybody that owns a television or radio. Therefore the information transmitted in this media is limited to only those that has the appliance in their various homes -T.V and Radio.

Sometimes, the Company reduces the prices of items in order to promote their products and this inturn hinders the profit volume from their sales since same people hardly come back for more purchase even when the product in question is the best.

The temporal sales force employed by the company to carry out her publicity function are paid but sometimes, the amount of item they sold is not up to the amount they were paid for the job.

Transportation problem is another factor that hinders their promotional activities and as a result of this problem, marketers or promoters were most f the time not able to get to some regions for promotion.

One things is to advertise and another is to look for the best advertiser who will be able to transmit and receivers could comprehend what has been transmitted. Just like Pierre Martjneau rightly pointed out thai "Human beings have the habit of talking and writing too much without conveying any meaning no where is this more true than in advertisement, which too often ends up as the communication from the set of professional to another set of professionals not to the mass audience they are supposed to be reaching". Advertisement is supposed to be performed by professionals who can communicate effectively to the audience and the audience in turn are able to understand him. But the problem is the shortage or lack of these professionals to advertise.

Furthermore, despite the fact that the above problems were encountered in the course of promoting their products, the company (NASCO Group of Companies Nigeria Limited still aspires and get to the lop. And in fact their ambition of producing quality products, satisfying customers, increasing sales volume and maximization of profit coupled with defeating their competitors, in the market were met.

4.3 TESTING OF HYPOTHESIS

In the beginning of this work, we stated some line of actions that will guide us, towards the success of this project and these lines of actions we Labeled HYPOTHESIS. We have however, gotten to the point at which we shall test to see whether those stated hypothesis are facts or fallacies. Meanwhile, from the basis of our research and questionnaires, we have drawn the conclusion without doubt without fear of contradiction and in fact with much boldness that the below hypothesis are facts and reliable. They are:

(1)That promotion can increase sales volume and brings about high profit margin.

(2)That reliance on promotion can progress a business and non-business oriented firms in terms of numbers of customers and non - reliance on promotion can affect a business negatively.

(3)That well organised and powerful firms are unpopular without promotion.

Therefore in order to increase volume and profit margin, create awareness of a product and interest together with desire and action on eyes of customers in order to be popular and increase the number of customers. NASCO group of companies Nigeria Ltd has and continuously utilized promotion. And they are successful and are regarded as one of the best company in the country. If they have on the other hand have made extensive use of promotion and from the basis of this research work. We observed that they never failed. How much more other companies. Any company interested in high profit margin, increased sales volume, popularity, high rate of customers, creation of awareness, interest, desire and action on the part of the customers for the consumption of the product and in fact any company interest in being as successful as NASCO group of companies Nigeria Ltd. Must endeavour to utilize promotion and its mix in the process of anything out the market of their product.

CHAPTER FIVE

GENERAL CONCLUSION

5.0 INTRODUCTION

From the previous discussions in this project, about promotion and its role as a marketing strategy, one may conclude that no firm, industry organisation or enterprises can do without promotion be it business oriented or not. We however see promotion as marketing, and marketing as promotion, they work hand in hand without one the other cannot stand. Promotion indeed has done a lot in the proper distribution of goods and services to firms, industries or individuals in need or such goods. It does not only help in the proper distribution of goods and services. It also help in the creation of awareness, interest, desire and action on the part of those firms, industries and individuals or customers, in need of the good or services.

Organization: That make adequate use of promotion never lack in terms of promotion never lacks in terms of constant customers partrolicism and this inturn increase sales volume thereby improving upon the profit margin. Due to the application of promotion and its mix in the marketing of their product. NASCO GROUP OF COMPANIES, Nigeria Ltd. has enjoy a great deal of high profit margin and increase sales unlike their counterparts, who neglect promotion and its importance to marking.

Many Companies today has collapsed in the course of their negligence to promotion. This is not surprising. Since such companies with negligence will only enjoy low growth rate in their product and continuous suppression by their competitors thereby killing the products in the market. In order to ensure the survival and growth of their product, NASCO group of companies Nigeria limited has embarked upon the use of not only promotion but a standard and reliable one.

In this last chapter, though not the list , we are going to summaries all that we have discussed, draw conclusion and recommend, on the best ways to achieve better promotion of a product and the best ways predetermined profit could be derived.

5.1 SUMMARY

As had been discussed earlier, promotion campuses all the means and efforts involved, in the communication of information between sellers and buyers about the existence of a product at the right time, at the right place, at the right price and thus affecting their behaviours. A consumer wants from promotional activities, important facts like price, place, bonuses and benefit that could be derived from the consumption of a firm's product.

We have seen that promotional activities through expensive, plays a very important role in marketing. From the previous discussions we observed that the most important of these roles are:-

1. Increase in sales volume

2. Increase in profit margin

3. Increase in patriotism of a firm's products by customers

4. Increase in growth and continues survival of firm's product in the market.

Without promotion, the above role can hardly be achieved. And the achievement of these role will seriously improve a firm financially and economically. However, most firms have tried to achieve those roles above, but unfortunately, they encounter. Some problems most of the time. And the problems are below as discussed earlier.

1. Lack of adequate financing of promotional activities.

2. Inexperienced managers for promotion in firms.

3. Mis-interpretation of promotional information by the consumers.

Despite the above problems involved in promotion, NASCO Group of Companies Nigeria Ltd has strive to be the best and in fact, they are regarded as one of the best, if not the best, in the market.

We also discussed in this project that promotion without its mix is useless. And these mix essentials are.

Sales Promotion

Personal Selling and

Publicity.

Advertisement from the course of our research has proved to be the most dependable, reliable and profit yielding mix. Indeed, NASCO Group of Companies Nigeria Ltd, has concentrated so much in this mix (advertisement) that the returns and appreciable. Advertisement as we have seen, creates awareness, interest, desire and persuasion or action on the part of the customers.

Apart from advertisement, the other promotional mix is termed sales promotion. Sales promotion has therefore been seen as those marketing activities other than personal selling advertisement and publicity that stimulates consumers purchasing power.

Personal selling is also another mix as noticed in the previous chapters. Here, the organization or Company, employees a tangible amount of sales force who convinces customers on the importance of consuming a particular product. These sales force, often go about from one market area to another, from town to town, school to school etcetera.

Selling a company's products, personally and also help in advertising and creating awareness of the product on the customers.

Another important mix as discussed in the previous chapters is publicity here the marketers secure editorial space which is obtained from any medium say radio, television etc.

In a nut shell, promotion is very useful despite its cost. But without proper management the benefits from its role is will and void.

5.2 CONCLUSION

After the successful completion of our research, using NASCO Group of Companies Nigeria Limited as our point of contact, it has been observed that the Company invests more an advertisement then any other mix essential why? Because the returns from advertising is always huge and faster than other mix.

The major conclusions drawn in this con researched work

are:

i. Companies cannot survive without promotion

ii. Promotion can increase the sales volume of business enterprises.

iii. Reliance on promotion increases the number of customers of a firm

iv. Firms and companies without promotion could be unpopular,

v. Lack of capital affects promotion.

5.3 RECOMMENDATION

For companies to achieve their aims and objectives, they must try as much as possible to pay utmost attention to the above drawn conclusion about promotion. Promotion in various enterprises today had been so much neglected that companies as a result of this are collapsing. No firm, enterprise, company can do without promotion be it a business or non business oriented organisation.

From our findings and research, we discovered that companies do not neglect promotion because they fill like doing so but because of their unawareness of the promotional benefits that are likely to be derived all they count most of the time is the cost.

Some companies too, do not promote their products, because of corrupt management. These managers, though budget for promotion and the ways of acquiring its capital, but most often the budgeted capital are being used to their own advantages.

Thereby rendering promotion, null and void-Oilier problems become that of inexperience promoters, sales force etcetera. The major cause of negligence towards promotion is that of lack of capital; promotion is actually, very costly and then discourages many firms, towards the carry out of its activities.

Nevertheless whether there is problems in promotion or negligence on the part of companies managers, marketers or other marketing officials towards promotion, this work was carried out to put an end to all obstacles in promoting a product through the suggestions on the ways and measures that must be taken in order to acquire a standard and profitable promotion. This therefore, will come in terms of the doing so but because of their unawareness of the promotional benefits that are likely to be derived all they count most of the time is the cost.

Before a product is accepted by the customers, that product, despite the type of promotional activity used, must be what customers needed, what will satisfy their consumption desire. Therefore before a product is promoted, marketer must first of all identify their customers requirement and references so that promotion will only help in increasing the consumers desire and interest to consume.

Not only must they identify their customers need and preferences they must think through what number of customers they acquired in a given period of time. If high, they must make adequate plans on what promotional mix to be adopted in order to retain their interest. And if law, they must plan on what method of promotion to be adopted that will help improve the participation of customers in the buying of the product.

Companies must also undergo the production of quality and well rated commodities that will catch consumer's eyes. This is one of the major reason why NASCO Group of Companies Nigeria Limited is making it. They embark on quality products and consumer satisfaction. For there to be adequate and proper promotion, companies must employ experienced and skilled personnel to manage the promotional activities.

Not only that they must always provide all the financial requirement of the promoters. Promotion is very expensive to manage but on the other hand, it is an investment if properly managed.

Promotional information must also be unambiguous in order to enhance easy comprehension by customers or consumers, because information carried out by the transmitter without the understanding of the receiver is not and will never be regarded as information because it has not been comprehended. Therefore, understanding of communicated information (promotional information) by customers is very important and must indeed not be neglected.

Advertising, being a promotional mix, must be carried out in such a way, as to reach everybody in both villages, and towns. This is one of the major problem faced by NASCO in the cause of advertising managers or marketers should choose the commonly used media in a given region for their adverts. That is, if radio is more used, Radio must be used to advertise in order to create the awareness of the product in the mind of majority of not all the people living such region. And if television is mostly need, then it must be used to advertise.

Promoters, just like NASCO group of companies Nigeria Limited, must undergo the giving of bonuses, bonanzas, discounts, plastic gilts to customers in order to win their awareness in the market.

In a nut shell, there are products to be sold, and we have buyers to buy them, but their interests and desires in the product has to be met and then their awareness. All these cannot be achieved, without promotion. Therefore, for a company to succeed, such a company must be consumer oriented by satisfying them, selling at affordable prices, selling quality products, knowing their likes and dislikes and these in turn will promote a product thereby increasing sales volume and profit margin.

BIBLIOGRAPHY

1. Modem Marketing for Nigeria by Nowyein A. Nwaokoye, published in 1981 by Macmillan Press Ltd.

2. Marketing Theory for practitioners by Olukunie lyanda. Published in 1990 by Heinemann Educational Books Nigeria Ltd.

3. Marketing Principles: By William G. Niekles Published by Preventice Hall Inc. Englewood Cliff in 1978.

4. Marketing in Nigeria - Experience in Developing Countries. By Julios 0. Onah at the first National workshop in marketing held in Oiuigu of March 1976. First published in 1979.

5. Fundamental of Marketing (Fifth edition) by William Star-ton, published in 1978.

6. Promotional strategy (Fourth Edition) by James Engel Martin. Published in 1979. JOURNALS: Advertising in Nigeria, Vol. 14 No.I May - July, 1984.

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THE ROLE OF PROMOTION AS A MARKETING STRATEGY (A CASE STUDY OF NASCO GROUP OF COMPANIES NIGERIA LIMITED)