The study examined sales promotion as a
persuasive activity hence is the direct and indirect communication used by
firms to influence present and potential customers fro the purpose of making
sales. This study was in the main time, exploratory and descriptive. Data were
collected on source specific objective adopted for the resources. Data
collection method employed primary sources eg personal interviews and
questionnaire and secondary data example books, newspaper and so on. These data
were analyzed with some simple statistical looks such as percentage tables and
significant level. The study also considered whether ‘advertising medium
message to the target audience among others. It was known that the philosophy
of the company mobile Telecommunication Network
TABLE OF CONTENTS
1.0. INTRODUCTION - - - - - 1
1.1. BACKGROUND OF THE STUDY - - - 2-7
1.2. STATEMENT OF PROBLEMS - - - 7-8
1.3. STATEMENT OF OBJECTIVE- - - - 8-9
1.4. RESREACH QUESTION - - - - 10
1.5. SIGNIFICANCE OF STUDY - - - 10
1.6. scope of the study - - - - - 11
1.7. LIMITATION OF STUDY - - - - 11
1.8. DEFINITION OF TERM - - - - 12-14
2.0. INTRODUCTION - - - - - 15
2.1. LITERATURE REVIEW - - - - 15-29
3.0. INTRODUCTION - - - - - 30
3.1. RESEARCH METHODOLOGY - - - 30-
3.2. SOURCES OF DATA - - - - - 31
3.3. SAMPLE SIZE DETERMINATION/PROCEDURE 31-33
3.4. sample technique - - - - - 33
3.5. validity and reliability of measuring - 34
3.6. METHOD OF DATA ANALYSIS - - - 35
4.0. DATA PRESENTATION ANALYSIS - - 36
4.1. INTRODUCTION -- - - 36
4.2. presentation of data - - - - 36-42
4.3. interpretation of result - - - - 42-43
5.0. INTRODUCTION - - - - - 44
5.1. SUMMARY OF FINDINGS - - - - 44-45
5.2. CONCLUSION - - - - - - 45-46
5.3. RECOMMENDATION - - - - - 46-47
BIBLIOGRAPHY - - - - - - 48
QUESTIONNAIRE - - - - - 49-50
One of the best things that has happened to this country is the introduction of mobile Telecommunication system in the nation information industry. Before the advert of Chief Obasanjo regime in 1999. Telephone service was inform of analogue form. This analogue system most times has not yield the good objective which a sound telephone system should render.
Since the incention/introduction, of the method of communication, life was enhanced through its services. Nigeria is now linked with the, global community making interaction between the people to be more cordial in spite of the distance because of the fact that all business men went to maximize profit, it is believed that embarking on sales promotion which entails showcasing all the services one has in stock will attract more customers which will in term increase the returns or gains which a company like MTN is expected to make.
It is my behalf that. this work wilt enhance understanding which will help to increase the services of al the service provider in general and MTN in particular.
1.1 BACKGROUND OF THE STUDY
People often confuse sales promotion with broader term, “promotion” but sates promotion is one of the promotional toots.
Promotion consist of advertising, personal selling direct marketing, all term to communication, the advantage of the firm’s goods and services to it’s customer. Promotion is one of the four “Ps” of product marketing and has to do with all the activities carried out by the organization communication with the public about their product. A target audience can be in any stage are awareness, knowledge, liking, preference, conviction and purchase. This is called the hierarchy of effect. Because they represent stages a buyers goes through in moving towards a purchase and each describes a possible objective or effect of promotion. The goal of promotion is to get the prospect to the final or purchase stage, but in most cases, that may not be possible until the person has moved through the earlier stages. Thus a promotion effort may have appeared to be modest but essential objective such as creating knowledge about a product’s advantage. The term promotion originated a Latin word “promotioners” meaning to move forward, to advance from the view point of business practices, promotion is the marketing communication activity that attempt to inform, remind and persuade individual., to accept, resell, recommend or use a product, idea or institution.
Sales promotion on the other hand is a semi personal form of communication which is short term in nature and aim at achieving more sales and building of better image of the company.
The America Marketing Association (2000) define sales promotion as those marketing activities other than personal selling, advertising and publicity designed to stimulate consumer purchasing and dealer effectiveness, such as snows, denotations and various non recurrent selling effort not in the ordinary routine.
Kolter (2002) defined sales promotion as activities which are of short term in nature designed not stimulate the interest of perfect market Sales promotion can also be seen as those marketing efforts that are supplementary in nature and seeks to induce buying decision. Sales promotion activities may also aim at inducing customers to act immediately without further delay by offering price relate, time constraint, contest, premium etc. it is also defines as short term inducement of value offered to arouse interest of buying goods and services. It is a promotional tool which unlike the other element to have a temporary effect on the buyer. The major consumers promotion tools free samples, premium (gift) capon, trading stamps free trails, deals rebate, product demonstrations point of purchasing displays prizes (contest, game, sweep stakes) etc. the study x-ravel the reason which firms embark on sales promotions exercise with short period. It is strong to be better in the market than a non promoted product. This is because the consumers are meant to he aware of such product through such means.
One of the constraints that affected the study was inadequate funding of the research exercise enough money was not available to ensure smooth collection of data.
service providers are those firms that provide telecommunication service to its
consumers examples include mobile telecommunication limited.(MTN), globacom
being launched, MTN has steadily deployed it’s services across
company’s digital microwave transmission backbone the 3400 kilometer, yellow
plan was commissioned by president Olusegun Obasanjo on 10 Dec 2003 and is
reputed to be the most extensive digital microwaves transmission intrastate in
1.2 STATEMENTOF PROBLEM
Major problem centered on the ineffective promotion and inefficient management of some network service
providers with particular reference to mobile telecommunication network (
There exists also some problem with staff of MTN Nigeria Limited. This ranged from various company staff who also participate in promotion directly by leaking vital information to their relatives which is against the rules of eh sales promotion. At the end, of the promotion sale may start to go down and portray negative attribute to the firm.
1.3 OBJECTIVE OF THE STUDY
The major objective of the study is to determine the evaluation of sales promotion on the marketing network service providers with respect to mobile Telecommunication Network (MTN)
The specific objective of the study includes
i. To find out which advertising medium would best effectively direct the promotion massage to the target audience.
and do not at times have access to redemption centers or other branch offices.
There exists also some problem will staff of MTN Nigeria Limited. This ranged from various company staff who also participate or promotion directly by leaking vital information to their relatives which is against the rules of eh sales promotion. At the end, of the promotion sales may start to go down and portray negative attribute to the firm.
determine how a good corporate image can be built by MTN
II. To establish methods of sustaining good corporate image end reputation.
III. To analyze sales promotion can generated huge sales fro the companies involved in sales promotion
IV. To make recommendations for profitable sales promotion activities
1.4 RESEARCH QUESTIONS
The following research questions were made
Does increase in competition against mobile
ii. Does ineffective promotional budgeting and planning has significant effect on purchasing of the product of MTN Nigeria limited?
Does inefficient finance affect promotional
budget of MTN Aba? (Mobile Telecommunication network
1.5 SIGNIFICANCE OF THE STUDY
The study from all intends and purposes seemed as a basis for other researcher in the business field particular in the sales promotional activities in organization.
The information gained from the study also serves as a useful guide to marketing managers in planning a sales promotion programme. it is equally expected that the that the findings would serve as input to entrepreneurs, marketing and sales managers to embark on intensive measure to plan their organization it will give there insight into how they can achieve their aim using sales promotion effectively.
To the marketing practitioners, it will open their eye to the hidden treasure of sales promotion.
Researchers in the field of marketing will also find these
work valuable while carrying out research work related to it.
1.6 SCOPE OF THE STUDY
This study which is an evaluation of sales promotion on the increase in the network service by provider will cover mobile telecommunication MTN Nigeria Aba.
1.7 LIMITATION OF THE STUDY
On the course of this particular project the researcher encountered a lot of difficulties which restricted me during the study, the factors that imitated against this work include time, lack of adequate found and dearth of secondary materials. These factors reduced the ability of getting much information.