The research topic is the Effective Marketing Strategies for colour Photo Processing Services, using Jonatex Ultra Modern Colour Lab, as a case study. The study was motivated by the necessity to find out why Jonatex have been successful within its short period of existence.
Three hypotheses were formulated, to test for hypotheses.
To solve, the problems both primary and secondary data were collected. The research instrument used in collecting data were questionnaires journals and magazines for secondary data while interviews were for primary data. The respondents comprised of the staff and the consumers of the company’s services.
In organizing and presentation of data collected, tables’ percentages and frequencies were used. Data analysis and interpretation gave the following findings.
Most respondents agreed that marketing strategies used by Jonatex lead to awareness creation of the company. And also rated the quality of Jonatex prints as been good, appealing inviting, enticing attracting and appending it with a moderate price.
Most of the respondents rate distribution channels used by Jonatex as being satisfactory.
Most of the personnel respondents agreed that strategies used by Jonatex does not account for increase of profit for the company. While the marketing strategies used by Jonatex account for increase on sales.
Based on the findings, the researcher recommended that:
The conclusion of the study, is that although Jonatex Lab, been successful within its short period of existence, because of its distribution strategies and better quality which have made the company to have competitive edge over its competitors.
The history of photography is as much story of technological development as of artistic concerns. The many routs which photography has followed in the last century have all been the result of experiment and innovation.
Practical photography began in 1836 and modern photography evolved from a process devised by William Henry Fix Tallbot (1800 – 1877) who, in 1834 began experiments in sensitizing paper to light. Fix Tallbot in vented the first method for the easy production for any number of prints from the original plate, and it was this that laid the real foundation for the medium.
It is a joyous thing to be the first to cross a mountain your photography is a record of your living for any one who really sees. There was no way for any of us to make satisfactory permanent record of what we saw. Then, a young Frenchman by name of Joseph Nice-Phone discovered device used by artists. Pictures are means of recording forever things are sees for a moment. It is better than memory, because it not only recalls things to our minds, but enables us to show others with absolute realism what we thought which is move accurate than memory.
Ponder for a moment the difficult scholars have in attempting to reconstruct events as recent as our colonial history. The photographic records of the history of the development of this country since 1960 provided a staggering record unparallel in any other period in the history of Nigeria. This is because photographs deals in things which are continually vanishing and when they have vanished, there is no contrivance on earth can make them come back again. We cannot develop and print a memory. The world has only recently a wakened to the role of usual literacy, the development which challenges the printing press.
Some scholars compare the first contrary of photography with the first contrary of printing. The comparison is not altogether unfounded because photography has played a dramatic role in nearly all forms of human endeavour since 1839, in the area of marketing in particular business in general photographs has created or made a remarkable achievement in areas of advertising and promotion. Some products like marching furniture and others are normally too heavy or bulky to be moved from one place to another. In this case, pictures of these products can be arranged in the best order and displayed on an cased but for visual aids. The pictures done can in due a prospect to act, because of its sales aids nature. Also in the areas of service due to the intangibility nature of service photography plays moment role intangible services.
While the end product (Photographs) is important the full history of photo process services cannot be assessed really understood without an understating of the technology that produced their result. A significant part of the technology is the hardware which enable photographers to product them historically and aesthetically photography transcends the language barrier, adds immeasurably to our understanding of the world and its people, environment brings in more height end awareness of beauty to our everyday lives, photograph like music is a universal language.
It speaks with move force and with greater directness than words. The first photographs ever processed have been in black and white. This is not simple because by eliminating colour, it is possible to simplify and identify the essential of the subject, its shape, texture and the variety of height and shade. The two systems of photographic reproduction colour and black and white should really be regarded as two quite different media, even though as technology, colour is rarely an extension of monodurome.
For about four to five decades ago, what is know as photography in Nigeria is the black and white. There was nothing like photographs and as such, there were no colour laboratory. Photographers snap and do the development and printing in their darkroom which is usually located near their photo studio. The black and white photographs are no longer satisfying, attractive in the eyes of the customer (Changes in customers preferences) sequence to whose factors in any researchers and technologists wants into research to find out a better way to satisfy customer and the led to the introduction of colour photographs.
Due to low technological advancement and financial constraints in Nigeria and other parts of African, this rear technology came to Nigeria in late 1970s (Colour Photo Laboratory was first establishment in Nigeria in 1987 by West Columbus later spread to other parts of Nigeria.
So photo processing in Nigeria has gone a long way in achieving an effective marketing objectives through its exposures. For example, it made products not available to be tangible because of the pictures, poster cards, catalogues, and other prints medias. It has made the marketing of products and services effectively.
This study is on photo processing services using Jonatex Ultra Modern Colour labouratory as a case study. The company was established in 1995 with their head office at Nkpor. Although, the labouratory is new among the players in the industry, it’s services has been felt in all nooks and cranny of the country due to it’s network of branches in some major cities in Nigeria like Enugu, Nsukka Nnewi and Lagos.
Jonatex company is engaged in the production and marketing of colour photo processing services. They develop and print various sizes of photographs ranging from post card, pass port, 4x6, 5x7, 10x12, 20x24 and so on, they develop colour films like ludor, Kodak, Keota and so many others. These films have different numbers of exposure ranging from 12, 24 and 36 exposures.
Due to the low technological advancement and financial constraints in Nigeria and other parts of Africa; thus rear technology came to Nigeria and also and due to the dynamic nature of colour photo laboratory business, the competition among the key players in the industry have shifted to how best the players satisfy their customers in the area of service rendering
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