Promotion as a Strategies of Manufacturals Tools for Consumer Loyalty ( a Case Study of Coca-cola Company in Ph)
CHAPTER ONE
OBJECTIVES OF THE STUDY
The following objectives were agreed to guide this study:
- To know whether coca-cola company embarked on sales promotion.
- To know the nature and extent of sales promotion carried out by firm.
- To know if sales promotion activities influence consumer loyalty.
- To know which promo-tools bring out the desired result in terms of consumer loyalty.
- To know if consumers complain about the sales promotion and the nature of such complaint.
- To know how the firm addressed consumers complaint if any
CHAPTER TWO
REVIEW OF RELATED LITERATURE
CONCEPTUAL FRAME WORK
The independent variable in the study is Promotional Strategy. It is the combination of the different channel that can be used to communicate the promotional message to the consumers. The channels to be used are advertising, public relations and publicity, personal selling, sales’ promotion and direct marketing tools that the company uses to persuasively communicate customers’ value and build customer relationship. (Armstrong and Kotler, 2009)
Asikhia (2000) viewed marketing promotion strategy as the design and management of a marketing sub-system for the purpose of informing and persuading present and potential customers and clients. The promotional elements are organic, for example, advertising can be seen as the taking of the horse to the stream while personal selling is forcing the horse to drink some water
Osuagwu (2002) submitted that promotion strategies are of substantial importance in the efficiency and effectiveness of a company’s marketing efforts. He further argued that marketing promotion elements play varying roles towards the achievement of corporate marketing goals and objectives. Adetayo (2006) opined that the overall promotion effort usually includes several individual promotion campaigns. He defined promotion campaign as an interrelated series of promotion activities designed to accomplish a specific objective. The goal of promotion management according to Adetayo (2006) is to ensure that all the individual elements of the promotion mix work together to accomplish the organization’s overall promotion activities.
According to Enikanselu (2008) company that wants more than “walk in” sales must develop an effective program of communication and promotions. Successful promotion is an essential ingredient in marketing strategy. Prospective buyers must learn about both the products’ distinctive wants satisfying characteristics and its availability. Establishing and maintaining communications with target market segment are the main tasks assigned to marketing promotion. Osuagwu (2002) identified the objectives of promotion as information, stimulation of demand, product differentiation, accentuating product value, and maintain stable product sales. The elements of marketing promotions mix are involved in communicating information to customers, clients or potential users about goods or services on offer. Their fundamental aim is to prompt customers, clients or potential users to take positive action by placing orders, making enquiries and purchasing on a continuous basis. The elements in the promotional mix are not mutually exclusive.
CHAPTER THREE
RESEARCH METHODOLOGY
Research design
The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study sought to Promotion as a strategies of manufacturals tools for consumer loyalty ( a case study coca-cola company in pH)
CHAPTER FOUR
PRESENTATION ANALYSIS INTERPRETATION OF DATA
Introduction
Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey. This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was Promotion as a strategies of manufacturals tools for consumer loyalty ( a case study coca-cola company in pH). In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of Promotion as a strategies of manufacturals tools for consumer loyalty
Summary
This study was on Promotion as a strategies of manufacturals tools for consumer loyalty ( a case study coca-cola company in pH). Six objectives were raised which included: To know whether coca-cola company embarked on sales promotion, to know the nature and extent of sales promotion carried out by firm, to know if sales promotion activities influence consumer loyalty, to know which promo-tools bring out the desired result in terms of consumer loyalty, to know if consumers complain about the sales promotion and the nature of such complaint, to know how the firm addressed consumers complaint if any. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 staff of coca-cola company in portharcourt state. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made production managers, marketers, senior staff and junior staff were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
On the basis of the findings of this study, it can be concluded that Sales promotion strategies (price promotion, premium, bonus and free sample) jointly and independently predict consumer loyalty expect premium which has negative influence but not significant. This is largely due to consumer unfamiliarity with the tool. Thus, it is suggested that manufacturers and sellers should use more of premium in their promotional efforts. This will help ignorant customers to be better informed about premium and their uses.
RECOMMENDTION
That manufacturers and sellers should continue apply price promotion, bonus and free sample because of their robustness influence on consumer loyalty.
Manufacturers also need to pay more attention to their customers in order to understand their needs and expectations as well and to keep in touch with them.
Customer’s satisfaction surveys should be conducted in a systematic and continues way.
Finally, there should be enhanced and computerized distribution system, this strategy create performance and proficiency on field managers and supervisors monitoring sales on consumers and complaint.
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