The Effect Of Promotional Strategies In The Marketing Of Bank Services (a Case Stkudy Of Urba Plc Enugu), Abstract
Promotional Strategies Is A
Process Deal With The Technique Used By Organization In Inform-persuade And
Eduate The ...
Promotional strategies is a
process deal with the technique used by organization in inform, persuade and
eduate the public through the promotional mix.
Moreover pormotioal strategies does not only promote tangible products but also
it promotes ideas, services, personalities etc. it also presents want,
satisfying attribute of a product or service to the consumers.
The research work titled “the effect of promotonal strategies in the marketing
of bank service” a case study of UBA PLC, was carried out with the objective of
determining the effect of promotional strategyin the quality of service and
also to find out how promotions has assisted the bank in its achievement in the
service industry to find out if the increase in customer patronage was as a
result of promotional strategy, to find out if promotions persuade and reminds
customer of UBA PLC services and lastly to find out if promotions keep customer
aware of the product and service of UBA PLC.
In achieving the above objective some related literature were reviewed on the
effect of promotional strategy on the marketing of bank services
In this research work the major instrument used is questionnaire administered on
two population ie management and customer of the bank this was supplemented
with personal interview.
According to the questionnaire collected and interview conducted relevant data
were analyzed and hypothesis tested. The analyzed data brought out the
following; that promotion create positive image for the bank, that most people
in Enugu metropolis are aware of UBA Plc, increase profitability and customer
Based on the funding the following recommendation were made: UBA should carry
out promotion regulartly since it increase sales, patronage, profitability,
builds brand image and other benefits.
Also the bank should utilize the marketing variable, strategies and concept. In
summary UBA Plc have to use all the marketing principles for continued
survival and sustenance in business.
The effect of promotional
strategies on the marketing of bank service (a case study of United Bank for
In this study the researcher
will take an in-depth look at the effect of promotional strategies on the
marketing of bank services.
This research work will be grouped as follows.
v List of table
v Background of the study
v Statement of the problem
v Objective of the study
v Research hypothesis
v Significance of the study
v Scope / limitation of the study
v Review of relevant literature
v Reference/ bibliography
Background of the study
The research will review the
background of the problem and benefits of promotional strategies associated in
the marketing of bank service and will also trace various attempt made in the
past to solve the problem that faced the bank, this gave rise to the present
The researcher will equally use the finding in solving the problem.
Statement of the problem
The researcher will state in a
very clear and concise term the actual problem to be solved through the study.
In this study the main problem is the effect of promotional strategies in the
marketing of bank service, its problem and solutions
Objective of the study
Through this research work
there will be a clear state of objective to be accomplished, so that the
usefulness of the study can be effectively be appreciated by the readers. The
extent the study meet the objective will determine the success of the project.
The hypothesis on this work
will formulated based on the objective of the study, this will give focus to
Significance of the study
According by Odo etal (1992)
stated that the “significance of a study simple means how the different readers
or users of the project will view the study.” Therefore the different target
group to which the study will be presented to, will benefit greatly from the
Review of relevant literature
At this level the researcher
will conduct library research on text books journals, magazines and other
publication on related topic to the topic under study.
List of reference / bibliography
This will have a comprehensive
list of books, journals and newspaper used in the course of writing the
project. This has to be done in a alphabetical order using Harvard style of
Under this chapter the
questionnaire used will be attached, including lost of table used in the
OF THE STUDY
Promotional strategy is an
important arm of the total marketing system. The need to promote a product,
service or idea cannot be over emphasized, this can be informed by the fact
that a successful marketing out fit cannot be put in place without making
mention of the promotional strategy used in achieving their objective.
The understanding of promotional strategy is closely tied to the understanding
of the basic concept of marketing.
Promotional strategies involve the act of informing, persuading and educating
through the promotion mix, which include advertising, personal selling and
sales promotion. Promotions can also be carried out through public relations.
These three elements of promotional strategy, persuading, informing and
educating are related. In the sense that, to persuade is to inform and for
these two to be effectives they have to be properly communicated. Promotion is
in a way persuasive in nature more so to our socio economic system.
Neil (1982:10 – 5) of Harvard University puts it this way “the use of influence
in commercial relation is one of the attributes of a free society, first as
persuasive and counter persuasive are exercised freely in many walks of life,
in our force society, in our home, in the press, in the class room on the
pulpit, in the courts, in the political forum for information”. Going by this
system approach, a company should handle all the promotional strategies as a
sub – system within the entire marketing system, which include the 4ps in
marketing; the product, the price, the place and the promotion. The sub system of
the promotional strategy includes advertising personal selling, sales
promotion, publicity and public relations.
Advertising as defined by Adirika etal (1996; p 106), is that advertisement is
a paid form of non personal presentation and promotion of goods, ideas or
service conducted through paid media under open or identified sponsorship.
Personal selling as defined by P.N Edoga in her book “principles and practice
of selling that it is a process of determining the needs and want of a
prospective buyers and presenting a product, service or idea in such a way that
the buyer is motivated to make a favorable decision.
The Amercian marketing association define sales promotion as “those marketing
activities, other than personal selling, advertising, and publicsity that
stimulate consumer purchasing and dealer effectiveness such as display, shows
and expositon, demonstration. And various non recurrent selling efforts not in
the ordinary routine.
Public relations is a promotional activity which aims to communicate a
favourable image of a product or service. It promotes good will massages from
the organizational publics to the consumer, publicity on the other hand is tool
on public relations. It is commercial throught the mass media. All the above
mentioned activity creates awareness, achieve convictions, build preference,
encourage action more to the audience. Promotional strategy is used to
introduce new product or service, sustain an established one, create floor traffic
for secure sales leads, demarket a service and promote public cause.
As regards marketing, it is the development of good product, pricing it
attractively and marketing it readily available to the target audience with the
support of its promion efficiently and effectively. According to Stanton
(1975), market is a total system of business activities designed to plan,
price, promote and distribute want satisfying products and services to present
and potential customers.
Mc Carthy and Perreault (10th ED)
said that marketing is a social process that directs an economic flow of goods
and services from producers to customers / consumer in a way that effectively
matches supply and demand accomplishes the objective of the society according
to Kotler (1995) marketing is seen as a social and managerial process by which
individuals and groups obtain what they need and want through, creating,
offering and exchanging product of value with others.
In discussing marketing of services one has to first discuss service according
to Busch and Houston (1985) service or ancillary services are subject to change
because the greater the undifferentiated nature of the object of exchange the
greater the importance. Again the more sophisticated the technology of a core
product the greater importance of the service to the marketing of service.
Service also ranges from those related to physical product attached an example
is hotel accommodation in hotel rooms and pure services surgical operation or
According to Staton (1995) service is defined in a broad and narrow
perspective. In narrow perspective service is a separate identifiable
intangible activities which provides want satisfactory when marketed to
consumer and other individuals users and which are not necessarily tied to the
sale of a product or another services. In a broad perspective service is all
activities, benefits or satisfaction which are offered for sale or are provided
in connection with the sale of goods. Service comes in different form for
instance entertainment, hair dressing, hotel services transportation etc
Service are classified into intangibility no matter how good the product, how
reliable the service or how sensible the conceived idea, its existence will be
unknown unless there is a concerted effort to make the needed information
available. The information should communicate in a manner persuasive enough to
induce the kind of acceptance, reaction or response desired the effectiveness
of any promotional massage depends upon the skill, versatility and talent of
Services are not owned, stored nor live long. They are perishable as they are
consumed at the point of production. It also varies in quality and quantity
where the production is labour intensive, for its nature also service cannot be
separated form its provider except when they relate to repaired goods and such
service is directed to the body and mind. This makes comparism difficult. Also
the shorter the life of a service the more incomparable it becomes.
Marketing of service is intangible which implies that service are untouchable
but are felt or experienced. Based on this intangibility service can be
tangibilised by recommendation probably made by already existing customers,
emphasis on service benefit, developing of brand names by using brand marks,
logo to depict the kind of service and using a well known person in celebrity
in order to manage the evidence of service rendition.
At this juncture, marketing Mix has to be discussed as they related to this
write up this include product, place, price and promotion that is 4ps in
marketing it is a major concept in marketing.
Kotler (1995) defined it as the particular blend of controllable marketing
variable that the form uses to achieve its objective in the target, market.
Product planning and development gives the management direction on how to
design its activities to enable it meet up its set objectives and at the same
time increase its sales by developing new or improved product/ service. in
distribution management select and manage the trade channel through which the
product will reach the right quantity and quality and at constant monitoring
and considering of location season and psychology of the customer is put into
account, filing like payment period, credit terms, discount etc.
The process of matching product or service or idea with consumer need s is the
main focuses at the marketing activities. A marketer should be quick at
capitalizing on newly identified needs, marketing activities does not however
end with the matching of product, service or ideas, consumer, should be
persuaded that he match is a good one.
As Kincaid (1985:20-30) has it “of course, the marketing process does not end
with the initial matching of the product must be made available to consumer and
appear more desirable than competing alternative or substitutes” this is the
major function of marketing. Getting to know of this existence of a product,
service or idea
The management and staffs of
United Bank for Africa has been experiencing competitive pressures form other
commercial banks, which has made them to encounter less patronage and decrease
in sales of the bank service.
Service changes scientifically and technologically and so the new generation
bank experience more patronage based on the modern techniques used to improve
their services, they attained to customer faster. Based on this fact the UBA
PLC management decided to adopt the new system of marketing in bank service so
as to improve the banks performance.
The question in mind will be has the modern techniques i.e. promotion had any
positive impact in building goodwill of the bank.
In order to answer the above question, the researcher intends to critically
evaluate the effect of promotional strategy on the marketing of banks service.
OF THE STUDY
v To find out how promotional strategy has
assisted the bank in its achievement in the service industry
v To determine the steps UBA PLC has taken to
enhance the quality of service it renders
v To find out if the increase in customer
patronage is as a result of promotions
v To find out if promotional strategy persuades
the customer to patronize the service
v To find out if promotional strategy reminds
customer of the product or service
v To find out if promotions keeps customer aware
of the product / service of UBA PLC.
Promotion has not persuaded customer to bank with UBA PLC
Promotion has persuaded customer to bank with UBA PLC
Promotion has not created positive image for the bank
Promotion has created positive image for the bank
Most people in Enugu metropolis are not aware of UBA PLC
Most people in Enugu metropolis are aware of UBA PLC
Promotions has not made the customer to remember the bank service
Promotions has made the customer to remember the bank service
Promotions has not made the customer to assess the quality of the service
offered by the bank
Promotions has made the customer to assess the quality
of the service offered by the bank
OF THE STUDY
Several authors have stated the
need for all business entities to adopt the promotional concept in their
various activities. Most companies do not really grasp or embrace the
promotional strategies until they are driven to it by circumstance like;
v Sales decline
v Slow growth rate
v Switching off by the customers
v Increasing competition
v Increase in market expenditure
Management has been found
disturbed as United Bank of Africa PLC faces severe competition among other
banks. The researcher will study extent UBA PLC promotional strategy has
contributed in winning the mind of its target audience to actualize increased
customer patronage and increased profitability.
The significance of this study is that the management will after going through
the research, will be well equipped on the most suitable promotional strategy
to implement or adopt to combat their competitors
More so the general public corporate bodies, institutions, organization,
government and individuals etc. will see the need of promotions in the
marketing of its service, goods and ideas.
1.6 SCOPE OF THE STUDY
The scope dealt with the effect
of promotional strategy as regards to marketing of bank service with respect of
united bank for Africa PLC Enugu branch. Considering the fact that if the study
should be carried out round the whole country it will be to wide and very
The study is then limited, based on the fact that there is limited material,
fund and times to see the whole country so it’s been limited to Enugu state.
1.7 DEFINITION OF TERMS
Just like every other
profession has its terminology so do marketing the following words used in the
research work will be fully explain under this section of the research work .
According by Kotler (1991)
defined marketing as a social and managerial process by which individual and
groups obtain what they want and need through creating offering and exchanging
product of value with other.
Banking is defined in the 1969
act a the business of receiving monies from out side source as deposit
irrespective of the payment of interest and granting of money, loan and
acceptance of credits or the purchase of bills and cheques or the purchase and
sale of securities for account of others or the incurring of the obligation to
acquire claims in respect of loans prior to their maturity or the assumption of
guarantees and other warranties for other or the effective of transfers and
clearing and such other transaction as the commission may on the recommendation
of the Central Bank, by order publisher in the Federal Gazette designate as
The marketing concept holds
that the key to achieve organizational goal consist in determining the needs
and want of targets markets and delivering the desired satisfaction more
effectively and efficiently than competitors
Services are any activity that
can be offered for sale in exchange of money it can also be called auxiliaries
or customer service. Service is the ability to delivery what is promised on
A product is something that is
viewed as being capable of satisfying the buyers need and wants.
TERMS AND CONDITIONS APPLY
For more informations on project materials and more