CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

One of the element of marketing strategy is promotion included also are price, product, and place. If the target public are not adequately communicated or not good knowledge about product/service, the marketing strategy exercise will fail organization firms need to use promotion to convey or create awareness about their product to the target audience.

        However promotion is a popular variable through which an organization/ firm conveys or send message about their company and product or services such as consumers, suppliers, dealers etc. 

        Marketing promotion is the main goal of marketing communication, which helps to project a positive image for an organization and its product before its relevant publics to facilitate acceptance and patronage.

        Kernal et al (1968) observed that communication creates commonness in relationship between the organization and the largest publics to the extent that they both share information idea, thought or attitude. Ordinarily communication is intended to build store traffic purchase and increase usage and stock level, brand switching and stock piling.

        The word communication is derived from the Latin word “communis” which means “common”. Therefore communication could be seen as the process of establishing a commonality or oneness of thought between a sender and a receiver. The above definition highlights two important ideas.

        One communication is a process and as such  has elements and inter relationship, can be modeled and examined in a structure manner.

        Secondary, oneness of thought must be developed between the sender and receiver if true communication is to occur which imply that a sharing relationship must exist between the sender and receiver.

        It is a common mistake to view the sender as the active member in the relationship and the receiver as passive. For instance a person (the sender) speaking to a day dreaming friend (the intended receiver). It must appear that communication no thought is being shared thus there is no communication between them. Lack of communication in this instance is the passivity of the intended receiver called one of the intended receiver Although sound waves are bouncing against his/ her eardrums, he/ she is not actively receiving and sharing thought. A human receiver can be likened to a television set, a television set is continuously bombarded by television (electro magnet) waves from several situation.

        However. it will receive only the station to which the channel selector are timed. Human receiver like wise are bombarded with stimuli from many vision, a person selects one source tune to act.

        Engel et al (1983) defined promotion as controlled integrated programmed of communication methods and material designed to present a company and its products to prospective customers, to communicate need satisfying attributes of the product to facilitate sales volume and thus contribute to long run profile able performance.

        Consumers are able to patronize a product or services if only they  aware of its existence, quality,  price and availability. But they can know these through the elements of communication. As  Kotler (1988) identified them to be; they as  follows.

1.        Advertising

2.       Personal selling

3.       Public  relation

4.       Sales promotion

5.       Publicity

Through Recently, Kotler and Keller (2009) came up with the new idea that marketing communication consists of eight major modes of communication which are

Advertising Sales promotion Events and experiences Public Relations and publicity Direct marketing Interactive marketing Word of mouth marketing and Personal selling

The major aim of the marketing communication is to prompt people to take positive action by placing orders, making enquiring and purchasing.

Based on the company under study, emphasis will be laid on only these communication otherwise known as promo-tools. These communication include. Advertising, sales promotion and personal selling, Although, other promo-tools will be touched in this research work.

 PROFILE OF THE COMPANY OF CASE STUDY.

  Northern Bag Manufacturing Company Limited (Kano) was acquired by Nigerian Bag Manufacturing Co. on the 3rd of December 1990 from Danakar industries.

It commenced production of grain sacks in March 1991 with installed capacity of 1.5 million sacks per month.

During 2004, the management of Bagco approved a major expansion programme, which resulted in the acquisition of more plots of land, construction of three new factory bays and complete replacement of the existing machinery and generators.

From that time additional equipment has been installed which has increased the capacity of the factory to the ton of 10 million sacks per month which include various industrial sacks and jumbo bags (1 to 2 ton carrying capacity).

The expansion project has been completed in order to proliferate the installed capacity between 9 and 10 million sacks per month.