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TABLE OF CONTENT: CHAPTER ONE INTRODUCTION 1.1
Background of the Study 1.2
Statement of the Research Problem 1.3
Objectives of the Study 1.4
Significance of the Study 1.5
Research Questions 1.6
Research Hypothesis 1.7
Conceptual and Operational Definition 1.8
Assumptions 1.9
Limitations of the Study CHAPTER TWO LITERATURE REVIEW 2.1
Sources of Literature 2.2
The Review 2.3
Summary of Literature Review CHAPTER THREE RESEARCH
METHODOLOGY 3.1
Research Method 3.2
Research Design 3.3
Research Sample 3.4
Measuring Instrument 3.5
Data Collection 3.6
Data Analysis 3.7
Expected Result CHAPTER FOUR DATA ANALYSIS AND
RESULTS 4.1
Data Analysis 4.2
Results 4.3
Discussion CHAPTER FIVE SUMMARY AND
RECOMMENDATIONS 5.1
Summary 5.2
Recommendations for Further Study Bibliography |
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CHAPTER
ONE |
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BACKGROUND TO THE
STUDY. The establishment
of business including cosmetics industry requires that the firms make key
decisions. These decisions affect the total marketing programmes of the firm,
simply out the marketing strategy. However, one of the vital area of such
decision. Which demands proper attention is the promotional strategies of
cosmetics industry must initiate promotional policies and programmes to
inform, persuade and educate its target audience of the existence of the
organization and their products. Although creation of demand for a
firm’s product may be the ultimate objective of a company’s marketing
promotion, this objective is never achieved at one fell swoop. The firm must
put in place a set of activities aimed at stimulating demand for their
product. This may involve determining the optional combination of the
promotional mix, advertising, sales promotion, personal selling,
publicity/public relation, direct/marketing and packaging to achieve its
promotional objectives. This optional blend is a function of the promotional
resource, nature of the product, 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 offering, 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 product may not sell,
adequate promotion product may not sell, where they sell, their continuity is
in doubt. The art and science of marketing promotion, which comprises
advertising, personal selling, sale promotion, public relations and direct
marketing is often associated with glamour and flamboyance. Infact, most of the budget of some
companies is spent on promotion because of the need to survive in the
competitive marketing environment. Edoga and Ani (2000: 243) noted
marketing success does not just depend in good product relations, publicity
and direct marketing can be used to inform prospective buyers about the
benefits of their products, persuade them to try it and remind them later
about the benefits of their product, persuade them to try it 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, this includes
cosmetics. Ebue noted that modern marketing does not stop at developing a
good product, pricing it attractive and marking it really available to target
customers. The company must communicate to its target audience, tell good
stories, and disseminate information about the products existence, features
terms and benefits to the target market. Coppo .J. (1972: 201) confirm that the
promotional tools serve as supreme vehicles in competition and provides the
only way a market richer can hope to penetrate an established market. He went
further to state that for a company to excel above others in the competitive
market such a company must value important of promotion. Choki laboratory came into operation
in 1985. It is a cosmetics manufacturing company. It is located at No 3 first
Avenue Independence Layout Enugu, with Mr. M.I Onuigbo as the managing
Director. The company product has stood the test of time one of their product
is Cee-sheen. The company have staffs strength of forty-five (45) with six
(6) leaders as casual workers. Choki laboratory engage in promotional
activities in order to increase sales. Choki laboratory which is one of
the leading cosmetics industry in Enugu Metropolis is facing a lot of competitors
from cosmetics industries and open market this has seriously threatened their
position in the market. With the proliferation of cosmetics
Industry and attitude of most people in Enugu Metropolis in patronizing open
market, there is the need to appraise the promotional strategies used by the
company, which is becoming keener everyday. Manufacturers and producers of
goods and services are now aware that
promotion does not only inform and persuade, but can strive towards profit
making through increased sales to look at effective promotional strategies
for the cosmetics industry in Enugu Metropolis with particular interest on Choki
Laboratory. STATEMENT OF
PROBLEM. Inadequate sale are
often given by entrepreneur as major causes of their failure. A careful
review of their circumstances often revels abnormal ignorance of the need for
promotional skill or deliberate neglect of the necessity for co-ordinated
promotional strategies. Quite often marketers are very
optimistic about sales (patronage) they conceive the wrong notion that their
goods will sell themselves, for getting that even the best product/services
still need to be stimulated in order to move out of the stores. Infact, the
creation of effective promotional strategies is an essential move towards
creating a cosmetics industry. The above statement applies equally to
cosmetics industry. Despite the numerous advantages inherent in effective
promotion, the availability of promotional facilities, the need to use
promotion to fight competition in this industry, the use of co-ordinated
effective promo-tools by Chuki Laboratories operation is inadequate and has
its negative impacts on their operation. It is in the light of the importance
attached to promotion that the researcher seeks to find out the best
promo-tools strategies that could be used by cosmetics industry, like Choki
Laboratory for improved performance. OBJECTIVE OF THE
STUDY. 1.
To determine the effectiveness of promotional strategies of Choki
laboratories. 2.
To determine the impact of promotional strategies on customer patronage of
Choki laboratories in Enugu Metropolis. 3.
To determine the impact of promotional strategies in creating consumerr
awareness of Choki laboratories in Enugu Metropois. 4.
To appraise the promotional strategies adopted by Choki laboratories in Enugu
metropolis in increased profitability. 5.
To determine the impact of promotional strategies on increasing sales volumes
of Choki Laboratory. 6.
To determine the impact of promotional strategies on customers attention for
Choki laboratory product. FORMULATION OF
HYPOTHESIS. Ho: Promotional strategies adopted by Choki
laboratory in Enugu metropolis do not create consumers awareness of their
product. Hi: Promotional strategies adopted by Choki
Laboratory in Enugu Metropolis create
consumers awareness of their product. Ho2; Promotional
activities of Choki laboratory do not encourage customers patronage. Ho3: Promotional activities of Choki laboratory
do not lead to increased sales volume for the organisation. H3: Promotional activities of Choki Laboratory
lead to increased sales volume of the organization. H04: Promotional strategies of Choki laboratory
impact negative on the profit of the organization. H4: Promotional strategies of Choki laboratory
impact positively on the profit of the organization. SIGNIFICANCE OF
STUDY. This study is not a
mere academic exercise. It holds immense benefits, it will be of significance
to the following. Firstly marketing firms and cosmetics
industries will gain immensely from the study as it will explore the impact
of promotions on the performance of their products and suggest more success
–oriented ways of enhancing the promotional impacts. Secondly operators
of cosmetics industry will gain immensely from the study. This is because it
will not only measure the effectiveness of each of the promotional mix
variables on the performance of cosmetics industry but also recommendation of
measures to be taken in desiring and determining the right combinations of
the promotion in a more result oriented manner will be made. Finally both the
researcher and reader will benefit from the study as the information
contained would widen their scope of understanding and knowledge in the area
of study which will stir up further investigations. SCOPE OF THE STUDY. This study examined
the effectiveness of promotional strategies in Choki laboratory in Nigeria.
It covered Enugu Metropolis and cosmetics industries because of limited time
and other constraint. |
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