The Impact Of Promotional Strategies On Customer Attraction In Manufacturing Companies In Lagos State

Project and Seminar Material for Business Administration and Management BAM

The Impact Of Promotional Strategies On Customer Attraction In Manufacturing Companies In Lagos State

Chapter One


Background Of Study

In theory, promotion is the most direct approach for an organization to reach out to its target audience. This is accomplished through the promotion mix’s five elements: advertising, sales promotion, personal selling, public relations, and direct marketing. (2004, Czinkota & Ronkain N) The only option for businesses to get a competitive advantage in the market is to use a promotion strategy. (Ronkainen and Czinkota, 2004). Marketers must identify as many qualities as possible of potential purchasers, such as what they like, what they buy, and why they buy them, among other things. A corporation may develop and package the best product, and distribute it wisely to the target market, but despite all of these marketing talents, no one understands the value of the efforts made. The most important thing is to bring the products to the attention of potential clients. A promotion plan is an action that aims to boost a product or service’s marketing efforts. It is critical since it not only helps to increase revenue, but it also assists a firm in attracting new clients while retaining existing ones. It can be accomplished by a marketing campaign, public relations activities, a free sampling campaign, demonstrations and exhibitions, direct marketing, personal sales letters, and other methods. Oyebamiji, Kareem, and Ayeni. 2013). Promotion is a reward-giving action that encourages people to buy and consume a marketer’s items. The extent to which the public is aware of the organization and its activities has aided the success of many corporate organizations. Promotion is an important marketing strategy that can be traced back to the era when people and organizations understood and coordinated marketing. The marketing plan was first implemented solely to suit the requirements, wants, and aspirations of customers, but, despite efforts, the approach failed. When a product has survived its first launch and is beginning to gain traction in the market, it is said to be in the growth phase. A corporation can choose whether to pursue increasing market share or increased profitability at this point. This is the height of any product’s popularity. As production increases, unit costs decrease. Advertising efforts that target general media audiences rather than specialist markets help to develop sales momentum.

As the amount of customer defection in the manufacturing sector rises, companies are finding that their old promotion tactics are insufficient for current market conditions. Manufacturers have traditionally attempted to reach out to everyone in the community, but a new study suggests that they should instead focus on identifying and serving micro-segments (Dawes & Brown, 2000). The job of promotion has been broadened to include managing long-term relationships with carefully selected clients, as well as the development of learning relationships in which the marketer maintains a dialogue with a single customer (Dawes & Brown, 2000). As a result, one of a company’s most valuable resources is its employees. People in manufacturing companies are mostly concerned about the security of their funds and the risk of default. According to Cox (2007), manufacturers are not widely trusted, which may make it harder for them to offer risky items. The effort to promote business is a noteworthy endeavor. Due to changing market trends, increased rivalry, and the efficiency of the regulatory environment, it has become extremely difficult.

Statement Of Problem

Firms in the manufacturing sector are said to use a variety of promotional methods in order to stay competitive in the business. To attract clients and generate a profit, the company uses frequent print advertisements and electronic media, telemarketing, and direct marketing to sell its products. Manufacturing companies are expected to use these promotional methods to improve their brand image and increase client attractiveness in order to outperform their competition. On the contrary, these promotional techniques place a financial burden on businesses because the success of a new product in the market might take a long time and a lot of resources to manifest, putting financial strain on businesses. Despite manufacturing firms’ spending on promotional strategies, there is no tangible evidence of improved customer attraction as a result of these strategies, and that sufficient information on the impact of promotional strategies on bank customer attraction is lacking. Furthermore, anecdotal evidence demonstrated that firm promotional techniques were hurting not only the bank’s client appeal, but also the corporate image that was emerging via word of mouth advertising of dissatisfied employees to the general public.

Objective Of Study

The following are primary objectives of this study

  1. To ascertain Unilever’s promotional strategies for attracting customers.
  2. To determine the extent to which Unilever’s promotional methods are being used.
  3. To find out the impact of Unilever’s promotional strategies on customer attraction.

Research Questions

  1. What is Unilever’s promotional strategy for attracting customers?
  2. To what extent is Unilever’s promotion strategy being used?
  3. What is the impact of Unilever’s promotional strategy on customer attractions?

Significance Of Study

Manufacturing companies that have a thorough understanding of promotional methods will see an increase in client retention, marketing, and sales. Product promotions and effective marketing techniques are considered the backbone of the industry when it comes to attracting new customers. Complete understanding and awareness of promotional methods should aid in improving organizational management capacity by examining the marketing strategies of the organization, which aids in managing and leading. This research will assist management in determining the promotional methods required to aid in the selling of the company’s products. Again, the research will help the company design items that will increase customers’ living standards, attract new customers, and maintain the company’s quality awareness. Finally, the study will serve as a guide and reference for academicians and scholars interested in learning more about corporate promotional techniques and customer attraction.

Scope Of Study

The purpose of this study is to assess the impact of promotional strategies on customer attraction to manufacturing companies in Lagos state. Unilever will be the sample respondent in this study.

Limitation Of Study

Finance, inadequate materials and time constraint were the challenges the researchers encountered during the course of the study

Definition Of Terms

Promotional Strategy:

Promotional strategy is designed to inform, persuade, or remind target audiences about those products.

The Impact Of Promotional Strategies On Customer Attraction In Manufacturing Companies In Lagos State

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The Impact Of Promotional Strategies On Customer Attraction In Manufacturing Companies In Lagos State


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