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IMPACT OF EFFECTIVE
MARKETING COMMUNICATION ON MANUFACTURING COMPANY IN NIGERIA
(A CASE STUDY OF NORTHERN BAG MANUFACTURING COMPANY)
ABSTRACT
The research project deals with the
business of investigating the impact of effective marketing communication on
manufacturing company, using Nothern Bag maufacturing company as a case study.
The objective of the research work among others were to know the role of
marketing communication on the advertising media selection, sales promotion
campaign influence the volume of bags produced by Nothern Bags maufacturing
company. The researcher was able to address some problems such as problems or
constrains encounters during the course of carrying out marketing communication
by the company under study. The research questions that were created influence,
does marketing communication help in achievement of increase in sales volume of
bags, and does marketing communication contribute in increasing the
potential customers and retaining the actual customers etc. the researcher used
a population of 70 which comprised all the staff in the marketing department
Nothern bags maufacturing company with a sample size of 50 the methodology
adopted was the use of primary and secondary data collection method. the
researcher used percentage in analyzing the respondents profile and chi-square
(x2) scientific method for testing of hypothesis finally the work came up with
finding such as “there is a relationship between marketing communication
and increase on the sales volume of bag and recommendation were made and among
the were that the works of the company should cultivate the habit of speaking
good word of mouth (WOM) about the product of the company.
TABLE OF CONTENTS
Title page
Approval page
Dedication
Acknowledgement
Abstract
Table of content
List of table
Chapter One
INTRODUCTION
1.1
Background
Of The Study
1.1.1
Profile
Of The Company Of Case Study
1.2
Statement
Of The Problem
1.3
Objective
Of The Study
1.4
Research
Questions
1.5
Research
Hypothesis
1.6
Significance
Of The Study
1.7
Scope
And Limitations of the study
1.8
definition
of terms
Chapter Two
REVIEW OF RELATED
LITERATURE
2.1
Introduction
2.2
Sales
Promotion
2.3
Advertising
2.4
History
Of Advertising
2.5
Personal
Selling
2.6
Current
Literature On Marketing Communication
2.7 Summary
Chapter Three
RESEARCH METHODOLOGY
3.1
Research
Methodology
3.2
Areas
Of Study
3.3
Population
Of The Study
3.4
Sample
And Sampling Technique
3.5
Method
Of Data Collection
3.6
Method
Of Data Analysis
Chapter Four
PRESENTATION
AND ANALYSIS OF DATA
4.1 Question By Question Analysis Of
The Investigate Research Question
4.2 Testing F Hypothesis
4.3 Discussion Of Finding
4.4 Finding Of The Study
Chapter Five
5.0
Summary, Conclusion And Recommendation
5.1 Restatement Of The Study
5.2 Summary Of Finding
5.3 Conclusions
5.4 Recommendations
5.5 Suggestions For Further Study
References
Appendixes
CHAPTER ONE
INTRODUCTION
1.1
BACKGROUND
OF THE STUDY
One of the element of
marketing strategy is promotion included also are price, product, and place. If
the target public are not adequately communicated or not good knowledge about
product/service, the marketing strategy exercise will fail organization firms
need to use promotion to convey or create awareness about their product to the
target audience.
However promotion is a popular variable through which an organization/ firm
conveys or send message about their company and product or services such as
consumers, suppliers, dealers etc.
Marketing promotion is the main goal of marketing communication, which helps to
project a positive image for an organization and its product before its
relevant publics to facilitate acceptance and patronage.
Kernal et al (1968) observed that communication creates commonness in
relationship between the organization and the largest publics to the extent
that they both share information idea, thought or attitude. Ordinarily
communication is intended to build store traffic purchase and increase usage
and stock level, brand switching and stock piling.
The word communication is derived from the Latin word “communis” which means
“common”. Therefore communication could be seen as the process of establishing
a commonality or oneness of thought between a sender and a receiver. The above
definition highlights two important ideas.
One communication is a process and as such has elements and inter
relationship, can be modeled and examined in a structure manner.
Secondary, oneness of thought must be developed between the sender and receiver
if true communication is to occur which imply that a sharing relationship must
exist between the sender and receiver.
It is a common mistake to view the sender as the active member in the
relationship and the receiver as passive. For instance a person (the sender)
speaking to a day dreaming friend (the intended receiver). It must appear that
communication no thought is being shared thus there is no communication between
them. Lack of communication in this instance is the passivity of the intended
receiver called one of the intended receiver Although sound waves are bouncing
against his/ her eardrums, he/ she is not actively receiving and sharing
thought. A human receiver can be likened to a television set, a television set
is continuously bombarded by television (electro magnet) waves from several
situation.
However. it will receive only the station to which the channel selector are
timed. Human receiver like wise are bombarded with stimuli from many vision, a
person selects one source tune to act.
Engel et al (1983) defined promotion as controlled integrated programmed of
communication methods and material designed to present a company and its
products to prospective customers, to communicate need satisfying attributes of
the product to facilitate sales volume and thus contribute to long run profile
able performance.
Consumers are able to patronize a product or services if only they aware
of its existence, quality, price and availability. But they can know
these through the elements of communication. As Kotler (1988) identified
them to be; they as follows.
1.
Advertising
2.
Personal
selling
3.
Public
relation
4.
Sales
promotion
5.
Publicity
Through Recently,
Kotler and Keller (2009) came up with the new idea that marketing communication
consists of eight major modes of communication which are
1. Advertising
2. Sales
promotion
3. Events
and experiences
4. Public
Relations and publicity
5. Direct
marketing
6. Interactive
marketing
7. Word
of mouth marketing and
8. Personal
selling
The major aim of the
marketing communication is to prompt people to take positive action by placing
orders, making enquiring and purchasing.
Based on the company
under study, emphasis will be laid on only these communication otherwise known
as promo-tools. These communication include. Advertising, sales promotion and
personal selling, Although, other promo-tools will be touched in this research
work.
1.1.1.1
PROFILE
OF THE COMPANY OF CASE STUDY.
Northern Bag Manufacturing Company Limited (Kano) was
acquired by Nigerian Bag Manufacturing Co. on the 3rd of December
1990 from Danakar industries.
It
commenced production of grain sacks in March 1991 with installed capacity of
1.5 million sacks per month.
During 2004, the management
of Bagco approved a major expansion programme, which resulted in the
acquisition of more plots of land, construction of three new factory bays and
complete replacement of the existing machinery and generators.
From that
time additional equipment has been installed which has increased the capacity
of the factory to the ton of 10 million sacks per month which include various
industrial sacks and jumbo bags (1 to 2 ton carrying capacity).
The
expansion project has been completed in order to proliferate the installed
capacity between 9 and 10 million sacks per month.
1.2
STATEMENT OF THE PROBLEM
The problem is that
in our present society there are some competitors who produce bags that are
similar to the one Nothern Bag produce and also in a very low amount or cost,
they manufactured also go into advertising, sales promotions personal selling
and other promo-tool to create awareness and stimulate interest to their
prospective customers. Another problems is that most Nigerians do not make use
of marketing communication to enable them increase the volume of their sales in
the maufacturing industry also Nigerian made goods lack recognition many do not
believe that made in Nigerian goods are what they are and many find it
difficult to trust their quality of made in Nigerians product and services,
marketers gives false information about the goods and services at their
disposal. The customer say that Nigerian goods do not always work what the
manufactures are in the label of those products. Also a lot of imitation are in
the market and they are sold at a cheaper price which affect the original goods
even when marketing communication is effectively apply, the volume of sales
will be very low.
1.3
OBJECTIVE
OF THE STUDY
The objective of the
study is to identify the impact of effective marketing communication on
manufacturing company. The following under listed points are the major
objectives of this research work.
i.
To determine the impact of effective
marketing communication on manufacturing company.
ii.
To find out how marketing communication
affect the distribution channel of Nothern bags maufacturing company.
iii.
To know the role of marketing
communication in the sales volume of Nothern bags maufacturing company.
iv.
To examine how product serves as a tool
for marketing communication.
RESEARCH QUESTIONS
1.
Does
marketing communication help in the achievement of sales volume of Nothern bags
maufacturing company?
2.
Dose
marketing communication has any relationship between sales volume of Nothern
bags manufacturing company?
3.
Dose
marketing communication help to influence customers buying behaviour?
4.
Dose
marketing communicatio contribute in increasing the potential customers and
relating the actual customer?
1.4
RESEARCH
HYPOTHESIS
The two type of Hypothesis used in this
study are;
Null (Ho) and alternative (Hi) They are
used below.
1
Ho: Marketing communication does not help in the achievement of sales volume of
Nothern bags maufacturing company.
Hi: Marketing
communication help in the achievement of sales volume of Nothern bags
maufacturing company.
2 Ho:
There is no relationship between marketing
communication and increase in sales volume.
Hi: There is
relationship between marketing communication and increase in sale volume.
3 Ho:
Marketing communication dose not help to influence consumer behaviour.
Hi: Marketing
communication helps to influence consumer buying behaviour.
1.5
SIGNIFICANCE
OF THE STUDY
The relevance of the research work
include the following.
a.
To
me as a student: it is pre –requisite for the award of ------please
fill here-----in marketing under the school of ------please
fill here-----. It also serves as a means of bracketing my knowledge in
the marketing field.
b.
To
companies in manufacturing industry it help manufacturers discover the various
effective means of directing their products to potential customers and
thereafter increase sales volume of their products.
c.
To
future researchers: It will be useful to future researchers that want to embark
on a research work related to the problems under study.
DEFINITION OF TERMS
The following terms are defined as
thus;
Marketing
communication: It is the package of
promotional efforts and strategies designed by marketing executive to attract
the alternation and arouse buyer’s interest.
Sales promotion:
It is a short term promotional tactic, providing an inducement to buy rather
than to produce long- term effect.
Sales volume:
This refers the quantity of sales of a product over specific time period
usually one fiscal years.
Consumer:
This is an individual who buy or uses the product or services offered for sale
by the producer.
Consumer Behaviour: It is
decision process and physical activity individual’s engage in when evaluating,
acquiring, using or disposing goods and services.
Industry:
This is the total number of firms /companies that produces particular goods and
services that have close substitute.
Promotion:
This is the act of communicating information between seller and potential buyer
or other in the channel to influence attitude and behaviour.
Marketing:
This is the performance of a set of systematically coordinated activities or
functions aimed at need/ want identification and satisfaction at a profit,
through the exchange process.
Marketing Mix:
These are the controllable variables the company puts together to influence the
target market. They include the 4ps of marketing product, price, promotion and
place.
Product:
This is the need satisfying offering of a firms.
Advertising:
This is any paid form of non-personal presentation of ideas goods and services
by and identified sponsor.
Personal selling:
This is an aspect of marketing promotion done through face to face or person to
person presentation of sales forces or an intermediary to the target market.
Direct Marketing:
This is the use of mail, telephone, fax, e-mail, or internet to
communication directly with or solicit response or dialogue from specific
customers and prospects.
Interactive
Marketing: This include online activities and programs designed to
engage customers or prospects and directly or indirectly raise awareness,
improve image, or encourage sales of products and services.
Word of mouth
Marketing: This has to do with people-to-people, written or electronic
communications with relate to the merits or experiences of purchasing or using
product or services.
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