CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
It is not enough for a business to have good products sold and services rendered at attractive prices. To generate
sales and profits, the benefits of products have to be communicated to customers. In marketing, this is
commonly known as “promotion”. Although promotion is not done only for these factors but for other such as to
build brand loyalty, to reminds and reassure costumers, to launch a new product and maybe to defend market
share by responding to competitors’ campaigns with their own advertising. A business’ total marketing
communications programme is called the promotional technique and consists of a blend of promotional methods
and all other efforts aimed at making the public know the importance and benefits of their product and services
(Lieberman & Montgomery, 1998).
Promotional techniques vary from one organization to another (Homburg, Sabine & Harley, 2009). For examples
organizations rendering construction or technical and engineering services is not expected to use the same
promotional strategy as organizations that sell’s retail products. The organization has to convey the message
about the product on offer to its consumers. This helps in sustaining a perennial demand for the product and in
suitably positioning it among the target audience. Before embarking on promotions, organizations must
determine and adopt promotional strategies that fit the type of goods and services involved. According to Baker
(2008), the different channels available to the organization for communicating the message constitute the
promotion techniques. It includes advertising, sales promotion, and public relations. This study will analyze
various promotional techniques and their fit with some selected business organizations in Kano.
It is very important for every product to be promoted, that is to say it needs to be drawn to the attention of the
market place and it’s benefit be identified. The aim of an organization promotional technique is to bring existing
and potential customers to a state of relative awareness of the organization’s product and a not just that but also
to a state of adoption (Baker, 2008).
The promotional techniques (sales promotion, publicity, personal selling, advertising, public relation) have
organizations at which it will be most effective (More & Farris, 2004). Advertising and publicity are suitable for
all most businesses while the sales promotions and personal selling will be suitable for smaller and retail
businesses.
Promotional technique has the fundamental goal of increasing sales and achieving a sustainable competitive
advantage. Promotional technique includes all basic, short-term, and long-term activities in the organization that
deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection
of market-oriented strategies and therefore contribute to the goals of the company and its promotional
objectives
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