1.1 Background of the Study
In any organization whether profit or
nonprofit oriented the main purpose of the organization is to achieve its
objective. The objectives cannot be achieved in a vacuum there must be a
clearly set strategy that management should use in order to meet these
objectives. Sales promotion became an
essential motivating factor in the area of marketing in any organization
whether in the Telecommunication firms or any other company.
Sales promotion is an initiative undertaken
by organizations to promote and increase sales, usage or trial of a product or
services (Aderemi, 2003). Sales promotion refers to the provision of incentives
to customers or to the distribution channel to stimulate demand for a product. It is an important component of an
organizations overall marketing strategy along with advertising, public
relations and personal selling. Sales promotion acts as a competitive weapon by
providing an extra incentive for the target audience to purchase or support one
brand over the other. It is particularly effective in spurring product trials
and unplanned purchases (Aderemi, 2003). Many businesses fail to realize that
they cannot stay in business without any marketing strategies. This is because
they were operating in a market that was monopolistic in nature. This means
that there was no intense competition from other organization. But these days
due to dynamic nature of the market, and consumer taste changes every day it
has become imperative on the part of the business to look into their strategies
and review them if at all they want to remain in business.
The marketing communication mix consists of
the sub sets of marketing tools that are primarily communicational in nature.
They are tools normally classified under promotion which is one of the
controllable variables of the 4ps of marketing promotional mix, is made up of
advertising, personal selling, sales promotion and publicity. The element in
the promotional mix that is rapidly gaining additional recognition in most
industries especially in the brewery industry in Nigeria is the sales
promotion. It is not enough mostly in developing countries like Nigeria in
manufacturing to merely produce and trust that consumers will become aware of
The researcher intends to identify the level
of depending on sales promotion and its importance to Telecommunication
consumers and customer alike. The researcher
deliberated on the effectiveness achievements and the results. The merits and
demerits associated with sales promotion are also highlighted.
1.2 Statement of the Problem
Service providers like the Telecom operators’
needs to provide offerings or services that satisfy consumer needs and
expectations to ensure the company’s economic survival. Intense competition among the
telecommunication networks in Port Harcourt has led to the application of
various marketing strategies and tactics to win a good share of the market.
Sales promotion has been widely used by these networks in their attempt to
outsmart their competitors. Mean while Sales Promotion which is a key
ingredient in marketing campaigns and consists of a diverse collection of
incentive tools is mostly short term designed to stimulate quicker or greater
purchase of particular products or services by consumers but seen as lacking
Against this backdrop, this research examines
the extent to which sales promotion strategies and sales performance in the
telecommunication industry in Port Harcourt.
1.3 Purpose of Study
The general purpose of the study is to
determine Sales Promotion Strategies and Sales performance in telecommunication
firms. The Main objectives of this study are:
1. To examine the relationship
between Price reduction and sales Performance in telecommunication firms in
2. To examine the relationship
between Coupons and sales performance in telecommunication firms in Port
3 To examine
extent to which sample influences sales
performance in telecommunication firms in Port Harcourt.
1.4 Research Questions
The following research questions will guide
what extent does Price reduction relatesales performance in telecommunication
firms in Port Harcourt?
what extent Coupons relatesales performance in telecommunication firms
in Port Harcourt?
what extent Sample relatesales performance in telecommunication firms in Port
Framework of Sales Promotion Strategies and Sales
Performance of Telecommunication Firms In Port Harcourt