A STUDY OF THE IMPACT OF MARKETING COMMUNICATION IN CREATING AWARENESS FOR A NEW PRODUCT

CHAPTER ONE

1.0 INTRODUCTION

Marketing communication in creating awareness for a new product to encourage present customers to continue buying and potential customers to buy. Marketing communication is considered as another way of flow of information or persuasion designed to move a person or organization closer to the point of making an exchange the stressed that marketing communication therefore can play a major rule in enabling the modern executive to apply the truly analytically approach in allowing customers to become aware of a new product or existence of the product in the market. It will play a vital role to draw the attention of the firm and individual that embarks on creating awareness for a new product of goods and services to put in active on how to get the entire public to know their product.

A new product that a customer or group of consumers are seeing for the first time whether such a product has bee existing in another place or not.

Creating awareness is created by marketers through the use of appropriate marketing communication. It goes further to seek the problem of creating awareness for a new product as well as possible solution recommendation and suggestion to help alleviate these problems and constraints that are inherent in this sector.

1.1  BACKGROUND OF THE STUDY

This research on impact of marketing communication un creating awareness for a new product will examine the effectiveness of marketing in an organization.

One of the ingredients for organizational growth and development is the operations of a well standardize marketing in the organization such standardization should involve proper acquisition of knowledge, skills, ideas, morals, ethics and above all it should be efficiently administered.

No company in the world can boast of any significance economic, technical on industrial achievement or high profit without the marketing development.

Nigeria’s case is a sad experience despite the production and competence in producing. This company is yet to establish standardize marketing practices that accommodate our national peculiarities, more unfortunately, people are not much marketing oriented.

1.2  HISTORICAL BACKGROUND OF NASCO GROUP OF COMPANIES

Nasco is one of the non governmental organization (NGO’s) who are operating outside their parental countries, which are often regarded as multi-national co-operation. Multi-national co-operation here means those organizations or companies who are setting their tentacus outside their countries for the profit motive. Multi national co-operation are those companies who render their services within and outside their parental countries with the capitalist act for their profit motive, they are doing it for their benefit not for the benefit of the masses.

Nasco is one of such multinational cooperation, though Nasco is not only a multinational cooperation which is operative in Nigeria, it is also one of the largest and oldest company among the companies that are operating in Nigeria, others are: MTN, GLO, Zain, Certel, Etisalat, J. Berger, Bullet.

Nasco company be it as an NGO’s organization in Nigeria which operate in Plateau state Jos Nigeria, this company started operating in the era of the republican government or system (1963) with the establishment of Jute bag factory, in the central city of Jos Nigeria the very first in sub Sahara Africa. This was in response to the desire of the founding father of Nigeria in the eve of independence to meet the challenges for the effective bagging, storage and export of the large agricultural yields prevalent in the country.

Successive generations have continued to grow the company and adapt business as market evolved demonstrating the entrepreneur flaw and strength of purpose that is required for a business to survive half a century. Today Nasco has become renowned for the quality of its products and for its ability to match product to demand. The company is a leader is a leader in the fast moving consumer goods industry, and their brands are loved and trusted by millions of people from all walks of life. This is the basis for their competitive advantages and regional growth. This is a short history of Nasco.

1.3 OBJECTIVE OF THE STUDY

The impact of marketing communication in creating awareness for a new product with particular reference to Nasco Group of Companies.

The reason why marketing communication in creating awareness for a new product has been neglected over the years.

The reasons to look are the operations of marketing that affect food company.

The study will present the practice and other suggestion where necessary.

The study emphasizes the effectiveness of the marketing communication in creating awareness for a new product in an organization.

1.4 SIGNIFICANCE OF THE STUDY

The impact of marketing communication in creating awareness for a new model is to encourage present customers to continue buying and potential customers to buy and emphasizes product. It is essentially infirm sale effort to present their product to potential customers.

This project work will plan a vital role in drawing the attention of the firm and individual that embarks on production of service to put in practice on how to get the entire public to know of their product.

Marketing communication attempt to educate the customers on a particular company’s product, which also persuasion them to buy.

Marketing communication in creating awareness for a new product is considered as a process of moving person or an organization performs promotional function.

Sellers can use promotional tools like advertising the personal selling to furthering their good marketing communication in creating awareness for a new product is not limited to manufacturers to communicate with the ultimate consumers or individual user distribution also should be informed about the product. So that those distributors must in turn to promote the product or communication with customers “Philip Kotter 1999”

1.5  SCOPE OF THE STUDY

The scope of this project cover the marketing communication in creating awareness for new product through marketing communication, which also gives introductory aspect of marketing communication including the significance and the aims and objectives of marketing communication.

Finally summary of the study couple with conclusion and recommendation.

1.6 STATEMENT OF HYPOTHESIS

Ho: Null hypothesis; creating awareness for a new product is not increasing sales in the organization.

Hi: Alternative hypothesis; creating awareness for a new product in increasing in the organization.

HYPOTHESIS TWO

Ho₂: Null hypothesis: New product is no better patronized than the old product.

H1₂: Alternative hypothesis: New product is better patronized that the old product.

1.7 LIMITATION OF THE STUDY

The researcher’s limitations were imposed by inadequacy of fund instrument for gathering data. Limited and lack of cooperation from some of the companies visited.

Another main problem the researcher faced was the distance between the school and the company where the research was been carried out. Some of the constraints are repeated visited and clearance for some executives to respond to the researcher of this nature.

1.8  DEFINITION OF THE TERMS

• MARKET: Market according to Gaurav (2010) refers to an arrangement whereby buyers and sellers come in contact with each other directly of indirectly, to buy or sell goods.
• MARKETING: Is typically seen according to Kotter as “the task of creating, promoting and delivery of goods and services to consumers and business”.
• MARKETING SYSTEM: Is a marketing independent in interacting together to make a unified marketing. (Campbell, 2005).
• MARKETING COMMUNICATION: According to Harper, Douglas (2013) communication can be defined as an interacting dialogue between the company and its customers that take place during the pre-selling, selling, consuming and post consuming stages,.
• AWARENESS: According to wikipedia, the free encyclopedia awareness is the ability to perceive, to feel, or to be conscious of events, objects, thoughts, emotion etc.
• DISTRIBUTION: This is defined by Business Dictionary as the movement of goods and services from the source through a distribution channel right up to the final consumers or users.

• ADVERTISING: According Nickel et at (1999:40) advertising is defined as a means of informing and persuading members of particular audience such as individual or organization about a given product through the media such as; television, direct mail, radio, magazines so as initiate buying and selling e.t.c

• PRICE: Price is defined by Business Dictionary as a value that will purchase a finite quantity, weight or other measure of a good or services.

• CONSUMER: Refers to an individual or organization, that uses economic services or commodity.

• SELLING: Selling can be defined as offering to exchange an item of value for a different item. The original item of value being offered may be either tangible or intangible. The second item, usually money, is most often seen by the seller as being of equal or greater value than that being offered for sale. (wikipedia.org/wiki/Selling).

• ORGANIZATION: An organization is an entity, such as an institution or an association, that has a collective goal and is linked to an external environment.