The Impact Of Promotional Activities On Bournvita
Product (A Case Study Of Cadbury Nigeria Plc In Enugu)
1
TABLE OF CONTENTS
Title page
II
Approval page
III
Acknowledgement
V
Abstract
VII
CHAPTER ONE:
1.1
Introduction
1
1.2
Statement of problem.
4
1.3
Objectives of study
5
1.4
Research hypothesis
7
1.5
Significance of the study
8
1.6
Scope of the study.
9
1.7
Definition of terms.
10
CHAPTER TWO
LITERATURE REVIEW
2.1
Analysis of the various promotional tools.
11
2.2
Nature and importance of promotional activities22
2.3
Promotional objectives
25
2
2.4
Promotional budget
28
2.5
Company’s profile
30
CHAPTER THREE
DESIGN OF THIS STUDY OR RESEARCH METHODOLOGY
3.1
Method of data collection
33
3.2
Sources of data
33
A
Primary source of data collection
B
secondary source of data collection.
3.3
Population of study
34
3.4
Determination of sample size
34
3.5
Research instrument used.
35
3.6
Sampling technique
36
3.7
Method of data treatment and analysis
36
3.8
Limitation of the study
36
CHAPTER FOUR
PRESENTATION ANALYSIS AND INTERPRETATION OF DATA
4.1
Presentation of analysis of data
38
4.2
Testing hypothesis.
49
3
CHAPTER FIVE
DISCUSSION OF FINDINGS, RECOMMENDATION AND CONCLUSION
5.1
Summary of findings.
60
5.2
Recommendation
62
5.3
Conclusion
63
Bibliography
66
4
THE RESEARCH PROPOSAL
1.
THE TOPIC
The topic of this proposed research project is “the
impact of promotional activities on Bournvita product
(A case study Cadbury Nigeria PLC)
2.
THE RESEARCH OBJECTIVE
The objectives of the research study will be to
determine the effect of promotional activities on the
marketing of Bournvita product of Cadbury Nigeria
PLC.
3.
THE HYPOTHESIS
Adequate hypothesis will be formulated by the research
that will guide him finding the solution is the research
topic.
5
4.
THE RESEARCH DATA
The researcher will make use of both the primary data
and secondary sources of data collections for this
project.
5.
THE LITERATURE REVIEW
For the literature review, the researcher hopes to
consult past but recent literature materials/works that
are related to the proposed research project.
6.
THE RESEARCH QUESTIONNAIRES
The researcher will employ the personal interview and
questionnaires for the collection of the primary data.
7.
THE RESEARCH METHODOLOGY
In this research project, the researcher will make use
of the questionnaire as the research instrument.
Also
concerning
the
type
of
data
analysis,
the
researcher intends to adopt the descriptive analysis
under this descriptive analysis, the measurement of
6
central tendency or measures of dispersion will be used
in the data analysis
7
CHAPTER ONE
1.1 INTRODUCTION
One of the major pillars of marketing is the
provision of goods and services to satisfy the needs and
wants of the consumer at a profit to the firm. Thus the
provision
of
product
for
the
satisfaction
consumer or customer is the focus
thereby
making
product
a
of
the
of marketing
fundamental
tool
of
marketing. But Ebue (1990:1) stated that if you
product,
package
it
brilliantly,
price
it,
rightly
distribute it well and position it to best meet the needs
of customer you must have wasted all the marketing
skills if nobody knows you have those things. Your
customers
will
only
know
through
promotional
activities.
It becomes imperative that a firm must not only
create high quality goods that meets the expectations
of the target market but tell success story. That is
8
disseminate information about the product attributes
and benefits to the target market.
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 variable of promotional tools.
The myopic thinking in Nigeria, that the money
spent in promotional activities is a waste should not
crop up at all although, we are operating in a sellers’
market, where companies can sell their goods and
services even without adequate promotion. There is no
guarantee that such a situation will continue forever.
Promotion like distribution is one of the elements of the
firm. Marketing mix and it seeks to inform the public of
the availability of goods and services and their
communication
cycle
between
those
engaged
in
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production and those in consumption. The need for
product promotion exists in both surplus and scarcity
condition.
This
is
because
in
trying
to
inform,
promotion can often persuade and so can be a useful
means to a desirable social change if well utilized.
Modern marketing companies are increasing,
recognizing the value of an effective communication
and promotion Programme for their entire public. This
includes
Beverage
industries.
Their
product
encompasses vegetable commodities that significantly
affect our life’s. (According to onah and Nnolim
(1988:9)
decisions
with
these
components
of
promotional mix in order to accomplish the objectives
of any given organization) the Beverage industry for
sometimes now is very lucrative, this has brought so
many Beverage
leading
to
industries into their market, thus
competition
in
other
to
survive
the
competition beverage industries should pay adequate
10
attention to the issues that involve decision making in
designing an appropriate promotion strategies for
survival. It is because of the importance of promotion
not only as tool for informing the company that the
researcher tries to examine the impact of promotional
activities on Bornivita products.
1.2 STATEMENT OF PROBLEM
Here,
many
consumers
do
not
patronize
a
company’s product when they are ignorant of its
existence. Insufficient and inadequate use of marketing
communication tools lead to low sales turnover. Given
the competitive pressure attributable to escalating cost,
increased industrial concentration as the result of
acquisitions
and mergers, the threat of product
obsolescence inherent in accelerating technological
innovation. It is clear that promotional policies have
becomes
questions
of
acute
importance
to
the
manufacturer as well as the marketer.
11
There has been a sharp increase in the number of
Beverage products (both locally manufactured and
imported)
thus
leading
to
competition
and
this
competition is becoming fierce and cutthroat. Infact,
the creation of an effective promotional strategies
would be an essential step towards creating a marked.
Consumers
find
it
difficult
to
make
repeat
purchase of a product whose communication is not
motivating and captivating.
Improper
application
of
marketing
strategies
sometimes rob Cadbury Nigeria PLC the opportunity of
winning new customers for tom and Bournvita to be
precise.
The problem goes a long way to hinder the growth
of the firm if urgent solutions are not offered to deal
with them.
1.3 OBJECTIVES OF THE STUDY
These objectives are
12
1.
To know how effective each of the promotions has
been increasing the beverage’s market shares in
the market.
2.
To know the impact of each promotion such as
advertising, sales promotion, personal selling
public relation and publicity on the Bournvita
product.
3.
To know if the success of the product is due to
the dynamism in the company’s promotional
Programme.
4.
To determine the relationship between promotion
and consumers patronage of the product.
5.
To determine the impact of promotion in creating
consumers awareness on Bournvita product in
Enugu metropolis.
6.
Promotional activities adopted by Cadbury in
Enugu Metropolis in increased profitability.
13
7.
To recommend solution on how to effectively use
promotion in increasing sales in an organization
1.4 RESEARCH HYPOTHESIS
The
following
hypothetical
statements
are
designed to help us in representations in both null and
alternative.
HYPOTHESIS 1
Ho: Promotional activities of Cadbury Nigeria PLC do
not leads to high level demand for the product.
Hi: promotional activities of Cadbury Nigeria PLC lead to
increase in the demand of the product bought by buyers.
HYPOTHESIS 2
Ho: Promotional activities on Bournvita product does not
encourage customers patronage.
Hi: Promotional activities on Bournvita product encourage
customers patronage.
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HYPOTHESIS 3
Ho: Promotional activities on Bournvita product do not lead
to increased sales volume of the company.
Hi: Promotional activities on Bournvita product lead to
increase sales volume of the company.
HYPOTHESIS 4
Ho: Promotional activities on Bournvita impact negatively on
the profit of the company
Hi: Promotional activities on Bournvita impact positively on
the profit of the company
1.5 SIGNIFICANCE OF THE STUDY
Promotion is not complete until the product ends up
being consumed. The study will be of great benefit to
the industry as well as individuals. Their promotional
resources the company to their product to still buy.
This study will help the research appreciate how to use
promotional activities in introducing and increasing
sales of any product. it will also help the customers to
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improve their standard of living as they had been made
aware through promotion. it will equally be of great
benefit to readers and researcher as it may form a
base for further researchers and more over it will widen
their scope of
understanding and knowledge of
promotion.
1.6 SCOPE OF THE STUDY
This
study
is
designed
to
examine
promotional
activities of Cadbury Nigeria PLC on the sales of its product
Bournvita. This study is restricted to Enugu state. It will
cover the management staff and consumers that are been
exposed to the product.
This study concentrated on the impact of marketing
promotion
on
improving
company’s
performance
with
particular interest on Cadbury Nigeria PLC within Enugu
Metropolis.
The study intends to point out how the promotional
tools
techniques
-
Advertising
personal
selling,
sales
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promotion, publicity and
improving
the
company’s
public relation will be used in
performance
with
particular
interest on Bournvita product within Enugu metropolis
1.7 DEFINITION OF TERMS.
Promotional campaign: this is an inter- related
services
of
promotional
activities
designed
to
communicate the target group of people to produce
change in behaviour.
Product sampling: this is one of the effective means of
persuading and encouraging the consumers to try a new
product when the product is being introduced.
Premium offers: this is the offer of a merchandised item
either free or at a substantially reduce rate to stimulate the
purchase of the product.
Point of purchase display. The points of purchase material
act as an inducement to buy the product. it consists of
display of materials and sign placed inside a certain product
package.
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