CHAPTER ONE

1. INTRODUCTION OF THE STUDY

The concept of promotion of a particular product or service by a firm or organization is to create awareness of the product or service in order to promote sales of the product. Business activities all over the world whether those engaged in production of goods or those that render services, all have objectives to achieve that is how their products or service get know to the consumer. This is done through promotion.

Promotion is any communication activity whose purpose is to move forward a product or services. Promotion provides the stimulus upon which sales progress is based on. Without promotion, business remain stagnant, therefore, wealth and expansion of any business comes from promotion, equally any expansion on introducing promotion, equally any emphasis on introducing promotion to business also parallel with sales and expansion of the business.

Through promotion, an organization attempts to influence the sales of its products or services by increase the quality, the price on a contribution of both to enhance its public image. Business men know that is a better product is produced, hence the needs for effective and efficient promotion.

In any organization, the level of promotion and types of promotion incurred into the business is highly incomparable to one another. Promotion is the only way to ensure survival in a technical market, to maintain the economy. High volumes of sales can only be achieved through the use of promotional tools like advertisement, sale promotion, public relation and personal selling due to the fact that industrial markets are usually well defined, the industrial goods manufacturer can make very good use of direct mail advertisement such as postal advertisement consisting of letter and often sales literature, directly, aimed at specific prospective purchases.

Although, the sophisticated use of the computer enables direct mail techniques to be applied to consumer market, success rated are generally lower than industrial marketing. This is partly because of the difficultly in consumer markets of identifying the prime target audience and partly because costs continue to escalate making direct mail, techniques non-viable for low value items.

Nestle Nigeria plc, is association with the company which has been voted as the larger food company in the world, renowned for its top quality production, nestle Nigeria plc began simple ding operation in Nigeria in 1961 and has today grown into a leading food manufacturing and marketing company.

        It is a publicly quoted company existing since 1978 on the Nigeria stock exchange. 43% of its equity is owned by Nigeria share holder while 57% is owned by nestle S.A of Switzerland, the company’s head office and registered office is located at ilupeju Lagos state.

Nestle Nigeria plc is the food beverage industry and its stated objectives is to satisfy the requirement of consumers with high quality food products, mainly before processing agricultural raw-materials into product long shelf life, adopted to the tastes and food habit of the consumer. 

The company’s manufacturing facilities are located at Agbara industrial estate in ogun state, which have been design in line with modern manufacturing methods ensuring efficient production of the various product being manufactured infant and deistic products like beverages and culinary product.

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