CHAPTER ONE
1.0
Introduction
1.1
Background to the study
When any manufacturing undertaking
spring up, it becomes imperative for its name to be known and whenever any
productive activity (firm) faces hard time, nothing is more required than for
its benefit to be made known and subsequently revived. Also a firm having no
drawbacks need relent in its effort to proclaim the importance of its products
and services by increasing consumer awareness over its products and services
through promotion.
Promotion spills over into almost
every aspect of the marketing mix which is made up of a set of combined
elements or variables which are partially controllable of influencing the
consumer in a definite way.
Subsequently, promotional activities
are all strategies that are implemented by tuyil pharmaceutical industries
limited, Ilorin to foster the sales of their goods its is a controllable integrated
programmed of communication method and materials designed to present the
company and its product to prospective customers to communicate needs
satisfying attributes of products towards the end of facilitating sales and
thus contributing to long – run profit performance.
The major promotional tools include
sales promotion, advertising. Personal selling and publicity.
These four major promotional tools aimed
at exploiting the availability of demand stimulating element in the marketing
mix.
But, with regards to this study,
advertising will used as an evaluation as a promotional tool in manufacturing
industries.
However, advertising is a paid form
and non personal presentation of idea by an identified sponsor.
It
is used to create awareness. Educate and persuade current or existing and
potential customers of a particular product.
Doubtfully, a splendid product, an
exceptionally low piece and an ideal retail outlet place would. Produce
negligible revenue and profit, if the promotion systems are not firm market or
the general public regarding the company’s product and its benefit. Finally,
recommending ways in which some problems of promotional tools can be alleviated
by industries.
Also,
to broaden the knowledge of potential businessmen and workers in particular
about the various steps to take before engaging in promotional activities.
1.2
Statement of the Problem of the Study
in regard to this study, the use of
advertising will be evaluated as a promotional tool in manufacturing
industries.
The researcher wants to do cortical
examination about the use of advertising to the pharmaceutical companies.
Tuyil
pharmaceutical industry limited, ilorin will be taking as a case study, whether
advertising really worth doing or it is a waste of resources.
Does
it really have any positive or negative impact on the sales of pharmaceutical
company?
However, through examination of the
usefulness of advertising as a promotional tool in manufacturing industries is
what the researcher want to research on.
1.3
Aims and objectives of the study
the objective of this research
project can be enumerated as follows:-
a.
to evaluate the use of advertising as a promotional tool
in manufacturing industries in Nigeria.
b.
To know the meaning, benefits and problems of advertising
on the potential consumers and also the organization of large.
c.
To evaluate the effectiveness of advertising
d.
To measure the effectiveness of advertising.
e.
Furthermore, recommending ways in which some problems of
promotional tools can be alleviated by industries, also to broaden the
knowledge of potential businessmen and marketer in particular about the various
steps to take before engaging in promotional activities.
1.4
Significance of the study
this
research project will be of great importance to the department of marketing and
students of marketing at all level, because it studies the evaluation of the
use of advertising as a promotional tool.
It will
also broaden the students’ knowledge in knowing more about promotion.
This
project is as well useful to the other pharmaceutical companies and the
marketing organization or executives of the company will have one or two points
to gain from the report which will be useful to the development of the company.
The
management of tuyil pharmaceutical industries limited, ilorin will also find
this research project a good and beneficent one because the centre focus of the
study is on their organization and it will be a great tool to be used in making
necessary adjustments to their operations.
The society
at large are not exempted from the benefits of this research project as the
study does not cover only tuyil pharmaceutical company who produces these
product.
Vamoron
blood tonic, tutolin cough syrup, tudox suspension, tumol syrup, karaole pain
relief gecrol suspension, vitamin a (syrup, tucillin syrup and so on but also
includes ways on how promotion will contributes to the satisfaction of every
individual as a whole.
Lastly, the
project work is to meet the partial requirement for the award of higher
national diploma in marketing as regulated by national board for technical
education (NBTE)
1.5
SCOPE OF THE STUDY
Evaluation of the use of advertising
as a promotional tool in manufacturing industries in Nigeria is a broad scope
which includes the following scopes:
a.
Territorial scope:
the area of
coverage of this research work is centered on evaluation of the use of advertising
as a promotional tool and it is going to deal precisely with the contribution
of advertising in the development of manufacturing industries in Nigeria.
It will also cover the benefit of advertising
and its problems to solve those problems in other organizations.
b.
geographical scope:
This are
covered in terms of location is a very wide rage where there are numerous
consumers who make use of tuyil pharmaceutical products, right from kwara state
to other places where the products are being marketed across the countries.
c.
industrial scope:-
this
research work will cover the pharmaceutical industry, using tuyil
pharmaceutical industry as a reference point of firm that products consumers’
product are meant to satisfy human needs and wants in meant to satisfy human needs and wants in dream of providing
and promoting sound health.
d.
time scope:
as a result of the limited time ,
this project will only take a period of one year and with life or validity of
the outcome will be tenable to two and half years as a result of change in
market condition.
1.6
Limitations and constraints of the study
one of the important problem
encountered by the researcher while undertaking this study is FINANCIAL
CONSTRAINT which deprived the researcher of the ability to visit many places
and meet the widely dispersed consumers of tuyil pharmaceutical industries
limited ilorin and to gather enough data.
The
researcher also faces the SECRECY being attached to information by business
organization in Nigeria.
Tuyil pharmaceutical industries
limited, ilorin, is inclusive and consequently had adverse effect on the
realization of information and data needed in this study.
It is not all that easy to combine
the writing of this project with the school lecture, test and the forthcoming
examination because of the limited TIME.
With all these constraints and limitations,
the researcher’s will still be successful.