study on the impact of promotion of the marketing of new services with
particular note on Globa-com Plc Enugu was carried out some of the following
1. To determine the Impact of promotional
strategies in Creating consumers awareness of Globa –Com
2. To determine the Impact of promotional
strategies on customers patronage of Globa-Com in Enugu Metropolis. For
additional information extensive literature review was conducted, researcher
reviewed text books, journals magazines and News papers that are related to
this study. In order o achieve thus objective three set if questionnaire
were prepare and administered to a population comparison staff/management
distributors and customers of Globa-Com Plc within Enugu Metropolis. The
sample size of the study was determined using Topman’s formula to determine the
sample size for customers, while censuses were used or the relevant staff
The data collected were presented on statistical table, analyzed
The hypothesis were tested using chi-square based on the analysis
he following finding were made that the personal selling strategy has much
impact on customers disposition and patronage. That Globa-com Plc have
not fully designed an optimal combinations of promo-tools to enhance their
The researcher wants the coverage of GSM facilities to extent to
more areas, particularly the towns and village to engender wider communication
in the country.
The researcher recommended that the capacity of Globa-Com should
be up grade urgently to enable it support efficient service of GSM in Nigeria.
1.1 Background of the
1.2 Statement of problems
1.3 Objectives of the study
1.4 Formulation of
1.5 Scope of the
1.6 Significance of the
1.7 Definition of Terms
2.1 Meaning of Marketing Promotion
2.2 An overview of a new products
2.3 Objectives of Promotion
2.4 Importance of Promotion In Marketing
2.5 Component of Marketing
3.0 Research Design
3.1 Sources of
3.2 Area of Study
3.3 Population of the
3.4 Method Data Collection
3.5 Research Instrument
3.6 Determination oaf Sample Size Sampling
3.7 Research Instrument
3.8 Method of Data Analysis
4.0 Presentation Analysis, and
4.1 Presentation and Analysis of
4.2 Testing of
5.0 Summary of findings, Recommendation and
5.1 Summary of
5.4 Implication of Finding
5.5 Suggestion for Further
5.6 Limitation of the
1.1 BACKGROUND OF THE STUDY
Establishment of business including communication services
requires that the firms make key decision. These decision affects the
total marketing programmes of the firm, simple put the marketing strategy.
However one vital area of such decision which demands proper attention is
the communication strategy.
Communication industry must initiate promotional polices and
programmes to inform, persuade and educate its target audience of the existence
of the organization and their products.
Although creation of demand of a firm product may be the ultimate
objectives of a company’s marketing promotion, this objective is never
achieved at one full swoop. The firm must put in place a set of
activities aimed at stimulating demand for their products.
This may involve determining the optional combinations of the
promotional Mix, advertising sales promotions, personal selling, publicity,
public relation Direct marketing and packaging to achieve its
promotional objectives. This optional lend is a function
of the promotional resources nature of the product, just to mention but a few.
Adirika, Ebue, and Nnolim (1996: 35) see promotion as the
component used by the organization to inform, educate and persuade the market
regarding the company’s offerings. Advertising personal selling, sales
promotion, publicity and public relations are the major variables of promotion.
Promotion is a vital ingredient of survival and development,
without adequate promotion products may not sell, when they their continuity is
in doubt. The art and science of marketing promotion, which comprises
advertising personal selling sales promotion, public relations and direct
marketing is often associated with glamour and flamboyance. Infact most of the
budget of some companies is spent on promotions because of the need of survive
in the competitive marketing environment.
Edoga and Ani (2000:243) noted that marketing success does not,
just depend on good product, good price and efficient distribution. It is also
vital that organization communicates its, so offerings to that advertising,
personal selling sale promotions public relations, publicity and direct
marketing can be used to inform prospective buyers about the benefit of their
products persuade then to try and remind them later about the benefits they
will desire by using the product.
Modern marketing companies are increasingly recognizing the value
of an effective communication and promotion programme for their entire public
including G.S.M Global communication.
Ebue noted that modern marketing does not shop at developing a
good product, pricing it attractively and making it really available to target
customers. The company must communicate to its target audience, tell good
stories, disseminate information about the products existence, feature terms
and benefits to the target market.
Coppo. J. 91992: 201) confirms that the promotional tools serve as
supreme vehicles in competition and provide the only way a market nicher can,
hope to penetrate on established market. He went further to state hat for a
company to excel above others in the competitive market such a company must
value the importance of promotion.
Global-Com is one of the G.S.M service providers in Enugu. The
company, has its branch of at Ebeano Estates, since its inection about
two years ago. The company has been doing very well. But Global –Com as at now
is facing a lot competition from other G.S.M service providers like dropped as
a result of this competition form other G.S.M service providers like dropped as
a result of this competition, it is necessary for Global-com to appraise its
promotional strategies in order to fight competition in the marketing x-rays.
It is the in light of this that the research the promotional on
the marketing if new product in Enugu Metropolis. A Case study of Global
1.2 STATEMENT OF PROBLEM
Inadequate sale are often given by entrepreneur as major causes of
their failure. A careful review of their circumstance often reveals
abysmal ignorance of the need for promotional skill or deliberate neglect of
the necessity for co-ordained promotional strategies.
Quite often marketers are very optimistic about sales (patroage0
they conceive the wrong motion that their will sell themselves, forgetting that
even the best product /service still need to be stimulated in order to more out
of the store. Global –com with its newness in Enugu metropolis need to
effectively promote its product because it is new and there is high competition
in the market, Infact, the creation of effective promotional strategies is an
essential more towards creating a market.
The above statement applies equally to Global-Com services.
Despite the numbers advantages inherent in effective promotion, The
availability of promotional facilities, the need to use promotional to fight
competition in this industry, the use of co-ordinated effective promotional
tools in Global –Com operation is barely evident and is negatively impacting on
their operation. It is in the light of the importance attached to promotion,
that the researcher seems to find out the best promotional activities that
could be used by GSM operators like global-Com for improved performance in
1.3 OBJECTIVE OS THE STUDY
1. To determine the effectiveness of promotion on
sales of Globa-Com in Enugu Metropolis.
2. To determine customers patronage of Globa-Com in
3. To determine the Impact of promotional
strategies in Creating consumers awareness of global com in Enugu Metropolis.
4. To determine the impact of promotional
strategies on customers patronage of Global Com in Enugu Metropolis.
5. To appraise he promotional strategies adopted by
global com in Enugu Metropolis for increased profitability.
1.4 FORMULATION OF HYPOTHESIS
1. Ho: Promotional strategies adopted by
global com in Enugu Metropolis do not create consumers awareness of their
Hi: Promotional strategies adopted by global com in Enugu
metropolis create consumers awareness of their services.
2. Ho: Promotional activities of globacom
does not encourage customers patronage.
Hi: Promotional activities of globacom encourage customers
3. Ho: Promotional activities of Globa Com do
not lead to increased sales volume of the G.S.M services.
Hi: Promotional activities of Globacom leads to increased
sales volume of the G.S.M services
4. Ho: The promotional actives of
Globa-Com do not lead
to increase profit of the
Hi The promotional activities of Globa-Com lead to increase
profit for the organisation.
1.5 SCOPE OF THE STUDY
The study concentrated on Impact of promotion in the marketing of
However, in view of
limited time and resources emphasis was placed on globacom activities without
1.6 SIGNIFICANCE OF STUDY
This study is not a more academic exercise it holds immense
benefits, it will be of significance to the following
Firstly marketing firs and globacom will gain immensely from
then study as it will explore the impact of promotions on the performance of
their operations and suggest ore success-oriented ways of enhancing the
Secondly, operators of
G.S.M serviced will; gain immensely form the study. This is because it
will not only measure the effectiveness of each of the promotional mix variable
on the performance of G.S.M services but also recommendations or measures to be
taken in design and determing the right combinations of the promotion in
a more result oriented manner will be made.
Finally, about the
researcher and the reader will benefit from the study as the information
contained would wider their scope of understanding and knowledge in the area of
study which will stir up further investigations.
1.7 DEFINITION OF TERMS
1. Promotional Strategy – it is
controlled integrated programme of communication method and materials designed
presents a company and it products to prospective customers (Adirika Ebue
2. Advantaging – is a
group of activities aiming at an including dissemination of information in any
paid non –personal form concerning an idea product or service to compare
actions in accordance with the import and an identifiable sponsor.
3. Sales promotion
- public relation the deliberate planned and sustained effort to
establish and maintain mutual under between an organization and its public
(Edoga and Ani)
4. Direct Marketing – it
is an interaction marketing system that use one or more advertising media to
effect a measurable response.
5. Personal selling -
face to face interaction with one or more prospective purchase for the purpose
of making presentation ensuring questions and producing orders.
6. Public relations publicity -
A variety of programmes designed to promotion or protect a companies Image or
if Individual product (Kotler (1991: 657)
TERMS AND CONDITIONS APPLY
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