INTRODUCTION
One of the major pillars of marketing is the provision of goods and services to satisfy the needs and wants of the consumer data profit to the firm. Thus the provision of product for the satisfaction of the consumer or customer is the focus of marketing thereby making product a fundamental tool of marketing. But Ebue (1990:1) stated that if your product, package it brilliantly, price it, rightly distribute it well and position it to best meet the needs of customer you must have wasted all the marteting skills if nobody knows you have those things. your customers will only know through promotional activities.
it becomes imperative that a firm must not only create high quality goods that meets the expectations of the target market but tell success story. That is disseminate information about the product attributed and benefits to the target market. Adirika, Ebue and Nnolim (2006:35), 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 variable of promotional tools.
The myopic thinking in Nigeria, that the money spent in promotional activities is a waste should not crop up at all although, we are operating in a seller market where companies can sell their goods and service even without adequacy promotion. There is no guarantee that such a situation will continue forever. Promotion like distribution is one of the elements of the firm marketing mix and it seeks to inform the public of the availability of goods and services and their communication and those in consumption. The need for product promotion can often persuade and so can be a useful means to a desirable social change if well utilized.
Modern marketing companies are increasing, recognizing the value of an effective communication and promotion programme for their entire public. This include beverage industries for sometimes now is very lucrative, this has brought so many beverage industries into their market, thus leading to competition beverage industries should pay adequate attention to the issues that involve decision making in designing an appropriate promotion strategies for survival. it is because of the importance of promotion not only as tool for information the company that the research tries to examine the impact of promotional activities on marketing product.
Here, many consumers do not patronize a company’s product when they are ignorant of its existence. Insufficient and inadequate use of marketing communication tools lead to low sales turnover. Given the competitive pressure attributable to escalating cost, increased industrial concentration as the result of acquisitions and mergers, the threat of product obsolescence inherent in accelerating technological innovation. It is clear that promotional polices have becomes questions of actuate importance to the manufacturer as well as the marketer.
There has been a sharp increase in the number of beverage products (both locally fractured and imported) Thus leading to competition and this competition is becoming fierce and cutthroat. In fact, the creation of an effective promotional strategies would be an essential step towards creating a marketed.
These objectives are;
Promotion is not complete until the golden morn ends up being consumed. The study will be of great benefits to the industry as well as individuals. This study will help the researcher appreciate how to use promotional activities in introducing and increasing sales of any product. It will also enable the company gain their confidence and goodwill. This study will help customers to improve their standard of living as they had been made aware through promotion. It will equally be of great benefits to readers and researchers and more over it will widen their scope of understanding and knowledge of promotion.
This study is designed to examine promotional activities on the marketing of golden morn. This study is restricted to Enugu State. it will cover the management staff and consumers that are been exposed to the golden morn production.
This study concentrated on the impact of promotion on the marketing of golden more product performance with this particulars interest on golden morn.
The study intends to figure out how the promotional tools techniques such as advertising personal selling, sales promotion, publicity and public relation will be used in proving the company’s performance with particular interest on marketing of golden morn in Enugu metropolis
MARKETING
Marketing is defined as human activity directed at satisfying needs and wants through exchange process (Kotler, 1980:9).
PACKAGING
Packaging is refers to as what is used to protect the product from damage shipping and handling and to lesson spoilage if the product is exposed to air or other elements.
DISTRIBUTION
Distribution: the process of marketing and supplying goods to realtors especially.
COMMUNICATION
Communication: According to Udeagha (2003:313) is the interchange of though, ideas and information between two or more persons.
PROMOTION
Promotion: This includes advertising sales promotion publicity, personal selling and direct marketing (Adirika, 2007).
PRODUCT
Product: A product is defined as a good services, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers and received in exchange for money or some other unit of value (Kolter 2005: 276)
Ho: Promotional activities influence consumer patronage of Golden Morn in Enugu metropolis
H 1
Promotional activities do increase market share of golden morn in Enugu metropolis
H 2
Promotion activities help in achieving the objective of Golden Morn.
H 3