CHAPTER ONE

BACKGROUND TO THE STUDY

1.1    INTRODUCTION

AGGRESSIVE PROMOTION AS THE INSTRUMENT OF COMPETITIVE IN THE MARKET

The need for promotion is based on the fact that in a marketing environment, strong competition is becoming the order of the day for marketers to attain corporate objectives of consumer satisfaction at a profit. According to Kotle (1997), Marketing can be defined as managerial or corporate activities that identity the needs and wants of consumer at organization goals. An adequate promotional objective must be set and rigorously pursued for sound performance.

Any firm existence depends majorly on the ability to manage its environment, in the face of strong competition and one of the major instruments being used which is the outstanding strategy which cannot be undermined.

The promotion can come as a result of situational analysis of the competitive environment, competitive advantages of firms targets and advance and communication medium.

The promotional method used and extend of promotion is essential to this study, therefore it intends to examine the different promotions and promotional strategies that can be used to attain this objectives.

The function of Unilever Nigeria Plc as the case study of the proposed study would be examined with a view to identifying the latest development and the present competitions that is going on among them and its problems and recommending ways of solving these problems.

1.2    STATEMENT OF PROBLEM

The problems this study intends to solve are the problems of irregularity and inconsistence in promotional activities such as over pricing in promotional activities, environment issues in competitive market.

This study will pin-point uncontrollable and controllable factors that affect the promotional tool in marketing environment.

Finally the improper counter-attack of the language used in promotion by other competitors in carryout their promotional activity will be analysis by this study.

1.3    AIMS AND OBJECTIVE OF THE STUDY

A company may have the best designed product, the most system of distribution and the fairest price, but the company’s product will not sell If the customers are not aware of its existence.

Hence, promotion is a critical element in any marketing strategy, since proper promotion sustains the other controllable variable:

The impact of promotion in a firm is what the study seeks to portray in the use of Unilever Nig Plc respectively in the face of strong competition in line of markets.

This study intends to identify the problems and limitations of effective promotions in the face of competitions in the market.

This study also seeks to know the different competition that is going on in the market and ways of application of promotion and the right time to adopt a particular promotions and the target audience at the market.

This study hopes to cover the various promotional approaches that the firm can adopt in a competitive marketing environment.

So as to achieve a significant result in al the promotional activities.

Additionally, this study also focused in promotional activities like communication. The major promotional objectives are to inform, persuade and to effect the potential consumer knowledge and attitudes about a product in the face of aggressive promotions.

The study finally will make recommendation which if implemented will go a long way in providing the functions of promotions in a competitive marketing environment.

1. 1. This material content is developed to serve as a GUIDE for students to conduct academic research work
2. 2. As a source for additional understanding of the subject.
3. 3. As a source for ideas for your own research work (if properly referenced).
4. 4. For PROPER paraphrasing (see your university definition of plagiarism and acceptable paraphrase)
5. 5. Direct citing (if referenced properly)
Thank you so much for your respect to the authors copyright.