PROMOTIONAL STRATEGY IN A SERVICE INDUSTRY (A CASE STUDY OF AFRIBANK PLC ENUGU)

  • Type: Project
  • Department: Marketing
  • Project ID: MKT1107
  • Access Fee: ₦5,000 ($14)
  • Pages: 82 Pages
  • Format: Microsoft Word
  • Views: 164
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ABSTRACT

Promotional strategies has proved to be the only logical basis  for the sustenance  of the financial institution such a s Afribank (NIG) PLC.
The promotion mix  variables should be properly integrated in this ever  changing marketing environment. The purpose of carrying out this researcher work was to find out the problems of afribank (NIG) PLC, and recommend solutions to the problems.
Based on the researcher topic, the researcher reversed related literature to the topic, red have a  better understanding of effective promotional strategies an how they could apply to the  organisation. Research conducted revealed that for promotional strategies to be effectively and efficiently implemented the company should consider its position in the Economy of the country, the production/ service life cycle, the product strategies prancing strategies, its distributional activities and promotion  tools
Data were collected from there primary and secondary sources. A pilot survey of the population was  cindery to determine the sample size using TOPMAN formula census technique, 33 was arrived for  consumers.
In the course of the analysis, many problems which hamper the marketing  activities of afribank PLC, were identified and the major findings were centred around  the implementation o the marketing activities .
1.the Afribank does  we have goods and qualified promotion professionals
2.there is need for maintaining high quality service that will be rendered to  customers.
3.Afribank Nigerian PLC, promotional strategies are not effectively integrated.
4.Afribank ‘ distribution activities are also not  effectively integrated.
However , certain recommendation were given for improvement. These  recommendations also centred around marketing activities,  they include:
1.the case company should communicate  the planned marketing strategies  to all the key decision markers.
2.they should also  evelop a good and catching promotional strategies.
3.they sued make sure that marketing strategies  contribution and reflect the objectives of the company.
4.they should maintain high service  quality finally, the bank should carefully study its problem as enumerated in the project follow it’s various recommendations and implement them to action  it’s co-operate goals.

RESEARCH PROPOSAL

TOPIC
Promotional strategy in a  service industry a case study of  Afri  bank PLc
OBJECTIVE OF THE STUDY
The research will here in state the objective to be accomplished through the study. The extent to which  the study meets the objective determines the success  of the project work.
Formulation of hypotheses in the envisaged  study, four hypotheses would be formulated to give focus  to the study.
SIGNIFICANCE OF THE STUDY
The different target group to which the study will be beneficial will be clearly stated.
SOURCESS OOF DATA
Data from the study will be sourced from two main sources.  Primary data and secondary data
PLAN FOR THE REVIEW OF RELEVANT LITERATURE
The research here will conduct liberty research on text books journals, magazines and other publication & related  topic to the one under study. He review will be stated in sub-heads
METHODS OF DATA  COLLECTION
The method of data  collection  in the envisaged study will involves face to f ace distribution of copies of questionnaire  of the customers and the staff of the  case  organization. The researcher will give out the copi8es and allow one week filling period after which he will collect the now filled copies for analysis.
THE RESEARCH INSTRUMENT USED
The research instrument to be used in this study will be questionnaire. The questionnaire will’ contain both close and open ended questions
METHOD OF DATA TREATMENT AND ANALYSIS
Simple statistical table frequencies and percentages will be used to analysis the data collected while square will be used in testing the hypothesis.
1.marketing of airline service a case study of executive  airline service EAS
2.increasing customer patronage of marketing service through effective application of marketing concept. A case study of U B A
3.promotional strategy in a service industry a case study of Afribank

TABLE OF CONTENTS
TITLE PAGE
APPROVAL PAGE
DEDICATION
ACKNOWLEDGEMENT
ABSTRACT
TABLE OF  CONTENT

CHAPTER ONE
1.1  Back ground of the study
1.2  Statement of problem
1.3  Objective of the study
1.4  Formulation  of hypothesis
1.5  Significance of the study
1.6  Scope of the study
1.7  Limitation of the study
1.8  Definition of terms.

CHAPTER TWO
2.1  literature review
2.2  service an  overview
2.3  characteristics of service
2.4  can over view of marketing promotion  for services
2.5  promotional mix variables
2.6  advertising
2.7  personal selling
2.8  sales promotion
2.9  direct marketing
2.10 public relation  and publicity
2.11 importance of marketing promotion
2.12 evolution of promotional strategies

CHAPTER THREE
3.1  research design and methodology
3.2  population of the study
3.3  sample techniques
3.4  research instrument used
3.5  sample size  determination
3.6  method of data treatment and analysis

CHAPTER  FOUR
presentation analysis and interpretation of data
testing of hypothesis

CHAPTER FIVE
Summary of the  finding recommendation and conclusion.
Summary of findings
Recommendation
Conclusion
Bibliography

PROMOTIONAL STRATEGY IN A SERVICE INDUSTRY (A CASE STUDY OF AFRIBANK PLC ENUGU)
For more Info, call us on
+234 8130 686 500
or
+234 8093 423 853

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  • Type: Project
  • Department: Marketing
  • Project ID: MKT1107
  • Access Fee: ₦5,000 ($14)
  • Pages: 82 Pages
  • Format: Microsoft Word
  • Views: 164
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    Details

    Type Project
    Department Marketing
    Project ID MKT1107
    Fee ₦5,000 ($14)
    No of Pages 82 Pages
    Format Microsoft Word

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