ABSTRACT
Public Relation is a deliberate, planned
and sustained effort to establish and maintain mutual understanding between organization
and it’s environment. Promotion is one of the four manager variable with which
the marketing manager communicates information between the sellers and buyers
in order to change the attitude and behaviour of both parties. This study
aims at identifying the variable that inhabit the achievements of marketing
objectives of firms and organization. By so doing the researcher desired
to investigate the effect of good public relations and promotions of companies
using Nigeria Breweries Plc, as case study. The Researcher used simple random
sampling and stratified sampling technique in selling her sample. The two
major instruments of data collection adopted for the study are
questionnaire and structured Oral interview. It was discovered from the
finding made that. Nigeria Breweries Plc acknowledge the positive impact
of good public relations and promotions on their staff performance and
organizational out-put The improvement in their volume and revenue is as
result of organized public relations strategies and promotion techniques.
Public relation and adequate promotional tools are not usually exclusive
rather they tend to complement one another to achieve better result. From
the above discovering made the researchers deduced some recommendations which
include: There is need for a more motivational system of public relation and
market promotions to enhance productively and sales volume of the
marketing companies. The print media should be combined with the
electronic media in other to yield better productivity. A good public and
promotional strategy must be sustained through research.
Well-managed feed back transparent honesty and truthful information. The
management of Nigeria Breweries Plc should endeavour to adopt effective promotional
strategy and public Relations to enhance their market strength win testing the
hypothesis, statistical coefficient (superman) correlation ship was used at the
end of the analysis the null hypothesis (H.O) falls within the region of the
rejection while the alternative hypothesis (HA) fall within the region of
acceptance.
TABLE
OF CONTENTS
CHAPTER ONE
1.0 INTRODUCTION
1.1 Background of the study
1.2 Statement of the
problem
1.3 Objectives of the study
1.4 Significance of the
Study
1.5 Research
Questions
1.6 Research Hypothesis
1.7 Scope and Limitation of the
Study
1.8 Assumption
1.9 Operational
Definitions
Reference
CHAPTER TWO
2.0 REVIEW OF LITERATURE
2.1 Sources of Literature
2.2 Review of Available
Literature
2.3 History of Public
Relations
2.4 Origin of Public Relation
in Nigeria
2.5 What is Public Relation
2.6 Major Job Classification
in Public Relation
2.7 Marketing Service
2.8 Publicity and Public
Relation
2.9 Excellent Theory
2.10 Summary of Literature
References
CHAPTER THREE
3.0 Research Methodology
3.1 Research method
3.2 Research
Design
3.3 Area of the Study
3.4 Population of the Study
3.5 Determination of Sample
Size
3.6 Sampling Techniques
3.7 Research Instruments Used
3.8 Instruments of Data Collection
3.9 Validity and Reliability of Instrument
3.10 Data Process Technique
3.11 Expected Result
Reference
CHAPTER FOUR
4.1
Presentation Analysis of Data
4.2 Testing of Hypothesis
4.3 Discussion of
Findings
References
CHAPTER FIVE
5.0 Summary and Recommendations and Conclusion
5.1 Summary of Findings
5.2
Recommendation
5.3
Conclusions
Bibliography
Appendix
CHAPTER
ONE
INTRODUCTION
1.1
Background of the Study
In
the recent past, public relations was regarded as publicity, but currently
publicity is regarded as one of the tools of public relation. This is
because of the vital roles public relations is performing in the society now
which among others involves a revaluation of public attitude identification of
the policies and procedures of an organization or individual with respect or
individual with respect to attitudes values comprehensive functions and medium
of creating awareness. Public relations also determines the activities to
be executed in order to improve or maintain those candidate treasures taken by
an individual or an organization to maintain the good image of the
organization and to keep a carelial relationship with it’s environment. This
could be done through welfare packages, advertising, publicity or adequate
promotions and marketing strategy. A manger can afford this bearing in
mind that the analysis offernels implises the application of research
techniques before planning a programme that any attempt to present a
biased information on the activity of the company or potency of their products
which is not based on truth and honesty purpose will yield unfavourable result
to the image of the organization. He should also bear in mind that the successful
implementation of product cannot be done haphazardly or carelessly. This
is invoice of the fact that marketing as a process of planning and
execution of conception, promotion and distribution of ideas, good and services
through a good public relations in order to create exchange that
satisfy individual and organizational objectives. Is as old as the
inception of buying and selling.
Arise when at least one party to potential exchange, gives through to the
objectives demand means of achieving desire responses from other parties.
This desire with good foresight has led to an advanced philosophy of modern
marketing calls for more than developing a food product or service moderate and
attractive price or making the product accessible to targeted customers through
advanced public relation strategies. In this dispensation, the company
should design good disseminate information about the product or services
existence features and arms, and how this will benefit the market. Every
organization performs the role of communication market and promoter.
These service more often are done through the hiring of sales force and good
strategy (to carry out persuasive messages) advertising agencies to develop
sales campaign and public relations firms to enhance the company’s image
customers confidence are built through effective communication and promotion
tools. Promotion is one of the four major variables with which the
marketing manager communicates information between seller and a buyer in order
to change the attitude and behavour of both parties. It performs
the role of persuasive influencing and information. These three are
inter-related because to inform is to persuade and conversely, a person is
persuaded.
The promotion strategies inetude advertising, sales promotion, personal selling
and public relation. Among these promotional tools, personal selling
public relations and advertising are perhaps most important since they dominate
the major resources allocation by firm to promote their products or
services. The importance of promotion has been out of the fact the
physical distance between producers and customers are increasing and also
because the number of potential customers are growing. This there
fore means that for there to be effective marketing of commodities,
promotional strategies must be able to satisfy the following objectives
Demand stimulation, information dissemination and maintenance of stable
sales.
Nigeria Breweries Plc is a renowned marketing company with its Headquarters
situated in 9th Mile Enugu State
of Nigeria. This organization has many branches in the federation.
This company is a marketing company presenting more that five hundred staff
under it’s employee all over the federation out of this number, more than 150
staff written the range of Senior staff while the remain area either middle or
Junior staff. The firm has been recording rapid progress in their annual
report passed through lots of precarious and turbulent situations due to poor
sales and other problems. This researched work therefore is bent on
investigating on the effect of good public relation and organized promotion on
the achievement of marketing services, using Nigeria Breweries Plc as case
study. Company’s image customers confidence are built through effective
communication and promotional tools. Promotion is one of the major variables
with which the marketing manger communicates information between seller
and a buyer in order to change the attitude and behaviour of both parties, it
performs the role of persuasion, influencing and information. These three
are inter-related because to inform it to persuade and conversely a
person is persuaded.
The promotional strategies include advertising, sales promotion, personal
selling and public relations/publicity. Among these promotional
tools, personal selling public relations, and advertising are perhaps most
important since they dominate the main resources allocation by firm to promote
their products or service. The importance of promotion has been out of
the fact the physical distance has been out of the fact the physical
distance between producers and customers are increasing and also because the
number of potential customers are growing. This therefore means
that for there to be effective marketing of commodities, promotional strategies
must be able to satisfy the following objectives demand stimulation,
information dissemination and maintenance of stable sales
Nigerian Breweries Plc is a renowned marketing company with its Headquarters
situated in 9th Mile in Enugu State of Nigeria. This organization has
fifteen branches in 15 state of the federation. This company is marketing
company presenting more than five hundred staff under its employee all over the
federation out of this number more than 150 staff sells written the
range of senior staff while the remaining area either middle or junior
staff. The firm has been recording rapid progress in their annual report
passed through list of precarious and turbulent situation due to poor sales and
other problem. This researched work therefore is bent an investigating on
the effect of good public relation and organized promotion on the
achievement of marketing serves, using Nigeria Brewery Plc as case study.
1.2
Statement of Problem
Experience
have shown that development grow and survival of service and commodity
industries like the marketing firms depends much on their ability to
maintain good public relation, communicate effectively with customers and
fashioning out a good and effective promotional and marketing strategies.
The management of most commodity services and marketing firms faces the
problem of identifying the actual effect of public relations. Promotional
and market strategies on their organizational objectives. The aim/problem
of this researched is to examine the promotions and adequate control affecting
the marketing objective of Nigeria Breweries Plc. The impact of there
variable in term of its revenue generation profitability sales volume and
provision of better services will be examined.
1.3
Objective of the Study
It is the intention of the researcher to carry a held detailed research
work that will:
a. Discover the extent good public relation, and
organized promotional strategy and marketing techniques has affected the
achievement of Nigeria Brewery Plc
b. How effective and rewarding promotional
strategies and tools has enhanced the organization operational performance.
c. Evaluate the public relation and promotional
strategies adopted by the firm to market their product and services.
d. Whether these promotional public relation have
any positive impaction sales volume of Nigeria Breweries Plc and effect of the
Nigeria limited and
e. The effects of the external environment on these
strategies (which has hindered or promoted it’s activities).
1.4
Significance of the Study
The significance of the study rest on the fact that public relation will
help to set standards to achieves profitable results using plans that are
effectively controlled and monitored. For example high marketing
objectives will be achieved since sources of complexities would have been
discovered and resolved before revenue collection.
The study will also suggest how firms can effectively control
their operations for successful results, influencing customers through good
public relation and adequate promotional strategies and increase productivity
and sales volume through effective control and marketing strategy.
This study will also act as a good referential material for scholars carry out
a study of this kind.
1.5
Researched Questions
The researcher drew four question to guide his study. They comprise:
a. To what extent has effective control good public
relation and adequate promotional strategies contribute to the achievement of
organizational goods and market objectives.
b. How effective is the motivational aspect
of the sales volume and promotional strategies in Nigeria Brewery Plc
c. What are the major factor responsible for high
sale volume and achievement of organization marketing objectives.
d. What factors hinders the actualization of
marketing of Nigeria Brewery Plc.
1.6
Research Hypothesis
Ho: Good
public relation and adequate promotions have no significant impact on the
marketing objective of firms.
H:
Good public relation and adequate promotions have significant impact on the
marketing objective of firms.
H0 Motivational
is not aspect of the sales volume and promotional
strategies in Nigeria Brewery Plc
H2 Motivational
is aspect of the sales volume and promotional
strategies in Nigeria Brewery Plc
1.8
Assumptions
It is assumed that after this study, the public relations officer
would be in a better position to know the best strategy to promote the corporate
image of his organization. He would be in a position to make nice
goodwill for the organization as to increase its profits.
However, the management of the organization would be in a
positions to equip the public relations officer, so that he can discharge
his duties efficiently
1.9
Operational Definitions
a. Promotion: Is an exercise in information persuasion
and influence
b. Promotional
Strategy: This is
the combination of all the promotion which comprises personal and
non-personal of communication.
c. Marketing: This is a process of planning and
executing the conception, promotion and distribution of ideas, goods and
service to create exchange that satisfy individual and organizational objective.
d. Customer or
consumer: These are the
target group to whom products and services are produced for.
e. Advertising: This is the creation of awareness appeals to a
large audience by providing information on the products and services available
for disposal.
f. Effective : This refers to the process of producing
advising result
g. Control : The process of devising was and means of
ensuring that every thing is going as planned.
h. Management
control: This is usually
perceived as seed back system to ensure manage and measure actual performance
compare this against standards and identify and deviation.
Department | Marketing |
Project ID Code | MKT0100 |
Chapters | 5 Chapters |
No of Pages | 97 pages |
Methodology | Chi Square |
Reference | YES |
Format | Microsoft Word |
Price | ₦4000, $15 |
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Contact Us On | +2349067372103 |
Contact Us On | +2349094562208 |
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