CHAPTER ONE
1.0 INTRODUCTION
In marketing operations, marketing strategies constitute an important ingredient in sales expansion. The reason is not farfetched, most companies or organizations that make use of marketing strategies in measuring the sales of the company’s products are expanded so as to increase their profit margin. The mechanism for marketing strategies in sales expansion includes product strategy, pricing strategy, promotion strategy etc. Therefore marketing strategy can be defined as a constant, appropriate and feasible principle through which a particular company hopes to achieve its long run customers and profit objectives in a particular competitive environment.
Marketing strategy is a major determinant used by management to aid the sales of its products and thus increasing profitability level. Some companies fail due to the fact that they refuse to adopt some of the major marketing strategies in motivating customers in order to purchase the company’s product. The, various promotional tools which a marketer adopts as a strategy to persuade prospective customers include advertising, personal selling, sales promotion, public relations and publicity.
Marketers must ensure that the above strategies are adopted towards achieving the company’s goal and eventually increasing their sales. Meanwhile, in order to capture the customer to buy the product, a good understanding of the various marketing strategies must be adopted for a particular target operation thus leading to increase sales volume of the company.
1.1 BACKGROUND INFORMATION
The researcher was influenced in choosing this topic for the purpose of clarifying the importance of marketing strategies towards expanding sales of the product.
Marketing strategies are performed in organisations especially the staffs of marketing department towards achieving the company’s objectives as regards sales and which enables them to have a wider knowledge of marketing strategies to adopt in the sales of product and thus expanding the company sales. The effectiveness of marketing strategies adopt will not only help to meet the challenges of the business but also to meet the set objectives of the organisation.
1.2 OBJECTIVE OF THE STUDY
The objective of this research work are as follows to analyze the relevance of marketing strategies for a consumer products’ companies to examine the importance of the strategies put in place by companies for their products and how its products are ranged in the market.
It will enable the companies to know the type of action to take in order not to be faced out of the market.
It will serve as a guide to them in formulating favourable policies that will enhance the marketing of their products.
It will serve as a motivator and encouragement to new staff into the line and how to push the existing ones.
It will propose means and ways of further using marketing strategies for the sale of their products.
It will enable companies to compete effectively with other competitors.
e advantages (if any) over company’s brand and consumer benefit.
(c) Brand information: Using intended price segmentation performance against completion.
(d) Marketing objectives
(e) Brand positioning statement: this is a concise definition of what make the brand more desirable than its leading competitors.
A definition of the potential market for any product or service must be grounded upon a clear view of basic customer needs the particular product to meet or intended to meet.
Customers can be categorized in many dimensions but only those criteria which relate inn some way to purchasing behavior and which are themselves actionable use to the marketing strategist.
Behavior learning process can offer insightful direction to marketers. The key to successful marketing I tied to repeated purchase behavior. Desired behavior is ultimately reinforced by the product itself.