CHAPTER ONE

1.0             INTRODUCTION

               Nigeria like every other developing countries of the world view sales promotion as one of the major policies for her company and industrial development. These reason are advised in support of this thinking.

               First; it suggest that industries offer more  employment opportunities to the mass  population in the country.

               Secondly, sales promotion is implement to attract new customer, to hold present customers to counteract competition and to take advantage  of opportunities that are revealed by market research. It is  made of activites , both outside  and inside activities to enhance company sales. Outside sales promotion activities include  advertising, publicity, public   relation activities and special sale events. Inside sales promotion activities include window  displays, product and promotional material display and promotional  programs such as  premium award and contest.

               Thirdly: Sales promotion earn foreign  exchange to the company a nature at large. Sales promotion in Nigeria context seem to be difficult to practice by the industries or company. This is because  the feel reluctant to   invest in sales promotions, they all nausea the feeling that is a waste of accumulate interest and furthermore, this sales industries find it difficult to go  into a large sales promotion could be traced easily from the flourishing enterprises and  small scale industries.

               Fourthly, Sales promotion includes  several communication activities that attempt to provide added value or incentives to consumers, wholesalers, retailers or other organization customers to stimulate  immediate sales. These efforts can attempt to stimulate product interest, trial or purchase.

               Therefore, it is no doubt  that when consumers are aware  of a product  they would like to try it thereby increasing the awareness of the company product.

1.1  Background of the Study

               Dr. Iguedon Goko cleanser is one  of the companies that realize  the impact of sales promotion and sales  attest, the impact of sales  promotion to the sale managers replying to a questionnaire which states that the volume of sales they  previously make before they embark in a sale promotions has new doubled thereby making up for the capital invested.

               A good sales promotion help a company gains a household name within inside and outside the town in question.

               Through this sales promotion the consumer will be aware of the location or the depot location of the company. It is also through the promotion that the position of the company is known and the ways  of improving it and  updating the product  to be generally accepted  by the producers and consumers.

1.2  Statement of the Problem

               Sales promotion is not  an effective promotion  for the purchase intent. Other problem are as follows:

·                 Organization usually encounter  problems such as lack of  management, known how not  appointing the right  and experience marketers or sales promotion experts. More sales promotion carried out by organization are usually badly  organized and implemented which leads  to the aim being defeated thereby  having a direct effect on sales volume and profit. This problem of low sales  and low demand have promoted producers to use sales promotion  to compliment the use of   other  promotion mixes like advertising, personal selling, publicity and public relations.

·                 What is the level of patronage  as regard  the effectiveness of the promotional strategy? If the company sales promotion does not  have a good patronage for the product , it will lose its target audience.

·                 Also, the research seek to find out the most suitable method of sales promotions of a product to enhance its acceptance by consumers.

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