CHAPTER ONEINTRODUCTION

1.1       BACKGROUND OF THE STUDY

Establishment of business including communication services requires that the firms make key decision.  These decision affects the total marketing programmes of the firm, simple put the marketing strategy.  However one vital area of such decision which demands proper attention is the communication strategy.

Communication industry must initiate promotional polices and programmes to inform, persuade and educate its target audience of the existence of the organization and their products.

Although creation of demand of a firm product may be the ultimate objectives of a company’s marketing promotion, this objective  is never achieved at one full swoop.  The firm must put in place a set of activities aimed at stimulating demand for their products.

This may involve determining the optional combinations of the promotional Mix, advertising sales promotions, personal selling, publicity, public relation Direct marketing and packaging to achieve its promotional   objectives.   This optional lend is a function of the promotional resources nature of the product, just to mention but a few.

Adirika, Ebue, and Nnolim (1996: 35) see promotion as the component used by the organization to inform, educate and persuade the market regarding the company’s offerings.  Advertising personal selling, sales promotion, publicity and public relations are the major variables of promotion.

Promotion is a vital ingredient of survival and development, without adequate promotion products may not sell, when they their continuity is in doubt.  The art and science of marketing promotion, which comprises advertising personal selling sales promotion, public relations and direct marketing is often associated with glamour and flamboyance. Infact most of the budget of some companies is spent on promotions because of the need of survive in the competitive marketing environment.

Edoga and Ani (2000:243) noted that marketing success does not, just depend on good product, good price and efficient distribution. It is also vital that organization communicates its, so offerings to that advertising, personal selling  sale promotions public relations, publicity and direct marketing can be used to inform prospective buyers about the benefit of their products persuade then to try and remind them later about the benefits they will desire by using the product.

Modern marketing companies are increasingly recognizing the value of an effective communication and promotion programme for their entire public including G.S.M Global communication.

Ebue noted that modern marketing does not shop at developing a good product, pricing it attractively and making it really available to target customers. The company must communicate to its target audience, tell good stories, disseminate information about the products existence, feature terms and benefits to the target market.

Coppo. J. 91992: 201) confirms that the promotional tools serve as supreme vehicles in competition and provide the only way a market nicher can, hope to penetrate on established market. He went further to state hat for a company to excel above others in the competitive market such a company must value the importance of promotion.

Global-Com is one of the G.S.M service providers in Enugu. The company, has its branch of at Ebeano Estates,  since its inection about two years ago. The company has been doing very well. But Global –Com as at now is facing a lot competition from other G.S.M service providers like dropped as a result of this competition form other G.S.M service providers like dropped as a result of this competition, it is necessary for Global-com to appraise its promotional strategies in order to fight competition in the marketing x-rays.

It is the in light of this that the research the promotional on the marketing if new product in Enugu Metropolis.  A Case study of Global –Com.