SALES PROMOTION IN INCREASING THE LEVELS OF NETWORK PATRONAGE IN THE TELECOMS INDUSTRY IN NIGERIA
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SALES PROMOTION IN INCREASING THE LEVELS OF NETWORK PATRONAGE IN THE TELECOMS INDUSTRY IN NIGERIA
Chapter one
1.0 Introduction
1.1 Background of the Study
People frequently confuse sales promotion with the larger phrase “promotion,” but state promotion is one of the promotional tools.
Promotion includes advertising, personal selling, direct marketing, and any other forms of communication that highlight the benefits of the company’s goods and services to its customers.
Promotion is one of the four “Ps” of product marketing, and it refers to all of the activities put out by an organisation to communicate with the public about their product.
A target audience can be at any stage: awareness, knowledge, like, preference, conviction, or purchase. This is known as the hierarchy of effect. Because they represent the stages a customer goes through before making a purchase, and each describes a potential goal or consequence of promotion.
The purpose of promotion is to get the prospect to the final or purchase stage, but in most circumstances, this is not achievable until the person has progressed through the previous stages.
Thus, a promotion effort may have appeared to have a minor but important goal, such as raising awareness about a product’s advantages. From the perspective of business practices, promotion is the marketing communication activity that attempts to inform,
remind, and persuade individuals to accept, resell, recommend, or use a product, idea, or institution. The term promotion comes from the Latin word “prornotioners,” which means to move forward, to advance.
Sales promotion, on the other hand, is a semi-personal, short-term style of communication that aims to increase sales and improve the company’s image.
According to the America Marketing Association (2000), sales promotion refers to marketing activities other than personal selling, advertising, and publicity that are intended to stimulate consumer purchasing and dealer effectiveness, such as snows, denotations, and other non-recurring selling efforts that are not part of the normal routine.
Kolter (2002) described sales promotion as efforts that are short-term in nature and not aimed to spark the attention of the perfect market. Sales promotion can also be defined as marketing efforts that are supplemental in nature and aim to induce purchasing decisions.
Sales promotion activities may also try to persuade clients to act instantly without further delay by presenting price comparison, time constraints, contests, premiums, and so forth. It is also defined as a short-term incentive of value supplied to pique the interest of potential buyers in goods and services.
It is a promotional tool that, unlike the other elements, has a transient impact on the buyer. The most popular consumer promotion tactics are free samples, premium (gift) coupons, trade stamps, free trials, offers, rebates, product demos, point-of-purchase displays, prizes (contest, game, sweep stakes), and more.
The study sheds light on why businesses engage in short-term sales campaigns. It has a considerable market advantage over a non-promoted goods. This is because buyers are intended to become aware of the product through such techniques.
One of the restrictions that hampered the study was insufficient funding for the research exercise; enough money was not provided to ensure a seamless collection of data.
Network service providers are companies that offer telecommunications services to its customers; examples include mobile telecommunications limited.(MTN), Globalcom Nigeria Limited, and Zain Nigeria Limited. (MTN) Aba has over 120 employees, and the managing director’s name is Chief V. Odili.
Mobile Telecommunication Network Nigeria is part of the Mobile Telecommunication Network (MTN) group, Africa’s premier cellular telecommunications operator. On May 16, 2001, MTN became Nigeria’s first worldwide operator. As a result, the company began full-scale commercial operations in Lagos, Abuja, and Port Harcourt.
MTN paid two hundred and eighty-five million dollars to enable her to obtain GSM licences in Nigeria on January 20th, 2001. As a result, on May 18, 2002, Mobile Telecommunication Network Nigeria Limited began commercial operations in Aba, Owerri, Umuahia, and other locations. In November 2003, MTN established a corporate office in Aba at Umungasi, Aba-Owerri Road, Aba, Abia State.
To date, more than $L8 billion has been invested on Nigeria’s mobile telecommunication infrastructure. Since its inception, MTN has steadily expanded its services across Nigeria.
It already serves 223 cities, 10,000 villages and communities, and is expanding its network of highways across Nigeria’s 36 states and federal capital territory, Abuja. For the first time, many more villages and communities are being linked to the global telecommunications network.
The company’s digital microwave transmission backbone, the 3400-kilometer yellow plan, was commissioned by President Olusegun Obasanjo on December 10, 2003, and is widely regarded as the most comprehensive digital microwave transmission intrastate in Africa. MTN Nigeria has lately expanded its network.
Nigeria has also recently expanded its network capacity to incorporate a new numbering range with the prefix 0806, 070, and, most recently, 081, making MYN the first GSRN network in Nigeria to embrace an extra numbering system after exhausting its historical subscriber numbering range of 0803.
1.2 Statement of Problem
The major issue was the ineffective promotion and management of various network service providers, particularly mobile communications network (Nigeria) limited Aba. These specific issues were both internal and external.
Externally, MTN Nigeria Limited faced rivalry from other network service providers, each vying for a larger market share. It was also discovered that the corporation (MTN Nigeria) has a difficulty of reaching Hinterland,
who form the great majority of the customers, who do not comprehend promotional messages and do not always have access to redemption centres or other branch offices.
There is also a problem with the MTN Nigeria Limited workers. This included several firm employees who directly participated in the offer by disclosing key information to their families, which is against the guidelines of the sales promotion. At the end of the offer, sales may begin to decline, reflecting negatively on the firm.
1.3 PURPOSE OF THE STUDY
The primary goal of the study is to evaluate the evaluation of sales promotion on the marketing network service providers in relation to mobile Telecommunication Network (MTN).
The study’s precise objectives include:
To determine which advertising channel will most effectively send the promotion message to the target audience.
To assess how MTN Nigeria Limited can foster a positive business image among Nigerians.
To develop techniques for keeping a positive corporate image and reputation.
Analysing sales promotion can generate big sales for the companies involved in it.
To provide recommendations for profitable sales marketing initiatives.
1.4 RESEARCH QUESTIONS
The following research questions were created.
Does increased competition against Mobile Telecommunication Network Nigeria Limited have a substantial impact on its market?
Does inadequate promotional budgeting and planning have a substantial impact on the purchase of MTN Nigeria Limited products?
Is inefficient finance affecting MTN Aba’s promotional budget? (Mobile Telecommunication Network Nigeria Limited, Aba).
1.5 Significance of the Study
The study seems to serve as a foundation for subsequent researchers in the business sphere, particularly in sales promotion efforts within organisations.
The study’s findings also serve as a beneficial guide for marketing managers when developing a sales promotion strategy. It is also envisaged that the findings will serve as input to entrepreneurs, marketing,
and sales managers as they begin on extensive measures to develop their organisations, providing them with insight into how they might reach their goals through effective sales promotions.
It will help marketing professionals discover the secret jewel of sales promotion.
Marketing researchers will also find these.
Work valuable while conducting study on the subject.
1.6 SCOPE OF THE STUDY
This study, which evaluates sales promotion on the rise in network service by provider, will focus on mobile telecommunications company MTN Nigeria in Aba.
1.7 Limitations of the Study
During the course of this particular project, the researcher met numerous challenges that limited me during the investigation. The elements that went against this effort were time, a lack of suitable found, and a scarcity of secondary materials. These constraints limited the capacity to obtain much information.
1.8 Definition of Terms
The definitions of terminologies used are as follows.
Marketing is the performance of activities that strive to achieve an organisational goal by participating in customer or client needs and guiding a flow of need-satisfaction of goods and services from producer to consumer or client (Agbonifoh, 1998).
Segmentation is the process of dividing a heterogeneous market into smaller customer segments with relatively homogeneous characteristics that the firm can satisfy (Waters and Paul, 1970).
Product: Anything that can be presented to a market for attention, acquisition, or consumption. It encompasses physical goods, services, individuals, location organisation, and ideas. J (Kotler 1980).
Advertising is a paid method of non-personal presentation and promotion of an idea, product, or service by an identified sponsor (Kolter 1984).
Sales promotion refers to all of the short-term incentives provided by a corporation to increase product acquisition or sales (Kolter 1996).
Premium materials are those that are given to customers at a low cost (Markin 1979).
Personal selling is the direct presentation of a product to a prospective consumer by a corporation salesman in order to offer a good or service (Ezunah 2008).
Interpersonal communication is the process of attempting to communicate with another person by directing a massage to one or more of the person’s senses: touch, small, sound, sight, and taste (Ezumahs and Amokeoku 2008).
Efficiency is defined as the ability to do a task effectively without wasting time or resources.
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