Video club services has become the bare of
the Nigerian citizens. They have gone a long way in providing services to
people and they have in their own way created market for movie producers.
They have boosted the activities of the most actors and actresses in the
Nigeria movie industry and entertainment.
This project, is undertaken to know how these video club market and conduct
their services in order to meet the required satisfaction of their customers or
According to the study, these marketing of video clubs in Enugu State could
lead to self employment, promotion of video club services and video products,
sales and advertising of video club services and create a good public relation
between the owners of video club and their workers and customers/club members.
Using observations, interviews, it was found out that the video clubs give
outstanding services to their customer/club members and that thy sometimes face
the problems of the government (they are sometime harassed by the local
government business premise task force groups) or they are at times find it
difficult to handle or deal with the harsh government reforms.
Also discussed were the customer satisfaction, which the video club services
give to their customers and how the prices of the video club affect the
production and services of the video clubs.
However, the appraisal of the video club should be advocated because it will
avail the employment and profit opportunity of proper management of the video
owners. The video club owners and their employees will be willing to put
in their best on the job thereby enhancing public relations.
OF THE STUDY
Marketing as seen by everybody is the act of buying and selling
goods and services at a particular price and in a particular place.
Marketing according to chambers
universal learners Dictionary International Students Edition which was edited
by E. M. Kirk Patrick, “it is the process(es) by which anything may be sold”.
But in the real according to sense, marketing as defined by marketing
professionals as thus; Principles and practice of marketing by Adirika
Ernest Okey defines marketing as – the process of buying selling and exchanging
of goods to meet ones needs.
Marketing involves a lot of
activities that start before the good(s) are produced and continues after
sales. These activities are as follows, research, production, packaging;
advertising, selling, merchandising and distribution.
Marketing also involves
communication and feedback, what does this mean? It means that for a
marketer or a producer of a product gets his products/items sold to the buyer
or consumer he (marketer) must make sure that his buyer/consumer understands
the language he speaks and in response/ to show that he (buyers) understands he
either buys or refuses to buy. As we said earlier that a lot of
activities is involved in marketing from production right through to sales and
after sales and those activities includes:-
producer/manufacturer has to conduct to research to know the kind of people who
are likely to make use of his products better; whether to is the aged people;
he has to know the sex either females or males etc. When these is found
out he now go on to produce the goods/products.
Packaging, for the purpose of
this our topic packaging is very important, because it is the packaging, which
must people in the video club refer to as “casing” that makes the ‘magic’ in
the sense that the picture in the pack/case of the movie attracts the customers
of the movie industry, if the packaging does not attract/catch the eyes of the
customers that movie/product is bought or borrowed by the customers.
Advertising-How the jingles of
product/movie is said or sang is very important, if the jingle/proster is not
interesting the customers do not patronize such a product/movie.
Merchandising, these goods are
bought and sold. Distribution, the goods/movie are taken to various
outlets where they are bought/sold.
It is not common to see a
product(s) that did not pass through this activities to make its way perfectly
in the market – for a product/movie to have its way in the market the producers
must have undergone through these marketing activities; this was why we said
that marketing is a process of buying and selling. Goods must have
to be produced by the producers/manufacturers, the customers which we refer to
as the wholesalers buy these goods in large quantities and sells them to retailers
who now sell to the consumers.
Relating the act of marketing,
to our topic i.e the video clubs. Before movies get to the video clubs,
it has to researched – meaning, that the producer of the movie has to conduct
researches, interviews on the types of movie he waits to produce, call up his
actors and actresses, get a movie set, start shooting, producers and written
into the video CD or video tapes, distributed to various markets and movie
markets and then the video clubs gets them.
Just as the
producers/manufacturers depend on the patronage of the wholesalers and
retailers to help them distribute their goods, so the movie industry(ies)
depend on the help of the video clubs to help them distribute their movies to
A close look at some video
clubs and their services like the Omega video club, their services to their
customers/members of the club is dependent on the movie industry. It is
when the movie industry produces a movie and sells to the video club, the video
clubs rails these movies to their customer/members at a stipulated rate and
hoping to make their profits but most times, these video club operators face
some problems such as, lack of funds to purchase movies, disorderliness on the
side of their workers (sales girls), piracy from mischievous people etc,. all
those problems affect the service and operation of the video clubs in marketing
Obviously, the services of the
video club in Nigeria is not underrated because they help the customers/members
of their clubs to get hold of movies (new & old) as the right time.
They (video club owners) get involve in the buying and selling of movies – they
buy these movies at affordable rates from the producers and sell to their
customers or club members at rates slightly above the price that they purchased
it from the movie producer.
The video clubs serves as an
‘advertising agent’ for the movie industry. This is done through all
those posters that are stacked at the entrance or in the doors of the video
clubs and from this posters, the customer/club members are made to know the new
movies in town. The efforts of the video club owners to satisfy their
members/customers is very impressing because customers/members will have to see
these movies before every other person, this is to hold their customers so that
other clubs do into snatch their customers away.
OF THE PROBLEM
The introduction and operation of the video club services has in
the years created problems for marketers of video movies especially the
Nigerian movies, which is popularly referred to as “home movies”. This
has made the sole marketers of video movies to clearly understand that the sixe
or scale of your business does not matter but what matters is your interaction
and relationship with the customers who cannot afford to buy home videos
Furthermore, the production of this Nigerian movies has made those that deal on
foreign movies to be out of business – because most people today, prefer to
watch Nigerian movies, because it is the one that takes little or no attention
to understand what the movie is all about.
Most time the price of these movies in the market makes it difficult for the
customers to buy the movie, so what do thy do? They simply go to a video club
pay N40 and borrow a movie they what to watch and return the movie back when
they are through; instead of pay N250 or N250 to purchase a disc of Nigerian
Consequently, the rate of piracy in the country has made also difficult for
most of those movies to be sold and be purchased by individuals.
At times, the operators of video clubs fail in the area of public
relations. They lack cortesy, good sense of human, lack respect – this is
clearly observed in the attitude and reactions of most sales girls in the video
club when a customer/member of video club did not return movies at the right
time when he is suppose to return it.
May other business where those problems are observed may affect the mode of
their business but that of video club services still remain.
It is the purpose of this work, by the time it is completed, to make absolute
recommendations and bring light to the marketing of video club services in
OF THE STUDY
The objective of this study is to find out the marketing process
in the video club services in Enugu state.
a. Marketing of video club services in Enugu state
with a particular video club as case study – Omega video club.
b. Knowing the extent of satisfaction on the
customers by video clubs by Omega video club.
c. Knowing the pricing technique involved in video
club in the mentioned video club (Omega video club)
d. Advertising, promotion and sales of video movies
by video clubs, considering that of Omega video club.
1.4 SIGNIFICANCE OF THE STUDY
It is hoped that this study will reveal the marketing of video
club services and also the problems been faced by these video clubs with special
concentration on Omega video club.
The study will give more light on how the activities of the video
club is done and then highlight what the owners of these video clubs will do to
maintain and draw max customers/club members.
1.5 SCOPE OF THE STUDY
A particular video club has been selected in Enugu state, by the
name Omega video club which is situated at No. 8 Amatiti Street St. Theresa
Bus-stop Abakpa Nike, Enugu, Enugu State.
This video club has been selected in order to reflect a far
presentation of video club services for a study of this nature.
TERMS AND CONDITIONS APPLY
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