THE EFFECT OF GOOD PUBLIC RELATION AND ORGANIZED PROMOTIONS ON THE ACHIEVEMENT OF MARKETING OBJECTIVE, CASE STUDY OF NIGERIA BREWERIE PLC
ABSTRACT
Definition of 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.
From the above discovering made the researchers deduced some recommendations which include:
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 CONTENT
CHAPTER ONE
1.1 Background of the study 1
CHAPTER TWO
CHAPTER THREE
CHAPTER FOUR
CHAPTER FIVE
5.1 Summary Recommendation and Conclusion 56
CHAPTER ONE
INTRODUCTION
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 relations 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 cordial relationship with it’s environment. This could be done through welfare packages, advertising, publicity or adequate promotions and marketing strategy. A manager can afford this bearing in mind that the analysis of friends implies 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 ideals, goods and services through a good public relation 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 desired responses from other parties.
This desire with good foresight has led to an advanced philosophy of modern marketing calls for more than developing a good product or service, moderate and attractive price or making the product accessible to targeted customers through Advanced public relation strategies. In the dispensation, the company should design good disseminate information about the products 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 forces and good strategy (to carry out persuasive messages) Advertising agencies to develop sales campaign and public relations firms to enhance the.
CHAPTER ONE
1.0 INTRODUCTION
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:
1.4 SOURCE OF THE STUDY
The intension of this study was to discover the extent to which the use of good public relation, affected the marketing objective using Nigeria Brewery Plc as my case
1.5 SIGNIFICANCE OF THE STUDY
The significance of the study rest on the fact that ot would 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.
1.6 RESEARCHED QUESTIONS
The researcher drew four question to guide his study. They comprise:
1.7 HYPOTHESIS
Ho: Good public relation and adequate promotions have no significant impact on the marketing objective of firms.
1.8 LIMITATION AND DECLIMITATION OF SUDY
The study was intended to cover all the basic concept and practice of effective control, good public relation, promotions and activities of marketing Development of Nigeria Brewery Plc to achieve enhanced marketing objectives. The researcher desired to travel to all the branches of the company to find out how these mentioned variables have enhanced the achievement of marketing objective the firm.
But due to problems of the time and financial constraints that did not ask for more extensive study, the researcher limited her scope of study to the headquarters of the firms at 9th Mile so as to carry out meaning research works.
1.8 OPERATIONAL DEFINITIONS
| 1 - 5 of 96 Reviews |