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The project topic: Promotional Strategy in a Service Industry include: table of content, abstract, introduction , literature reviews, research methodology , data presentation and analysis ,summary of findings , conclusion and recommendation, reference, bibliography, questionnaire. place order for the topic Promotional strategy in a Service Industry if you find it worthy.
ABSTRACT
Promotional strategies has proved to be the only logical basis for the sustenance of the financial institution such a s Afribank (NIG) PLC.
The promotion mix variables should be properly integrated in this ever changing marketing environment. The purpose of carrying out this researcher work was to find out the problems of afribank (NIG) PLC, and recommend solutions to the problems.
Based on the researcher topic, the researcher reversed related literature to the topic, red have a better understanding of effective promotional strategies an how they could apply to the organisation. Research conducted revealed that for promotional strategies to be effectively and efficiently implemented the company should consider its position in the Economy of the country, the production/ service life cycle, the product strategies prancing strategies, its distributional activities and promotion tools
Data were collected from there primary and secondary sources. A pilot survey of the population was cindery to determine the sample size using TOPMAN formula census technique, 33 was arrived for consumers.
In the course of the analysis, many problems which hamper the marketing activities of afribank PLC, were identified and the major findings were centred around the implementation o the marketing activities .
- the Afribank does we have goods and qualified promotion professionals
- there is need for maintaining high quality service that will be rendered to customers.
- Afribank Nigerian PLC, promotional strategies are not effectively integrated.
- Afribank ‘ distribution activities are also not effectively integrated.
However , certain recommendation were given for improvement. These recommendations also centred around marketing activities, they include:
- the case company should communicate the planned marketing strategies to all the key decision markers.
- they should also evelop a good and catching promotional strategies.
- they sued make sure that marketing strategies contribution and reflect the objectives of the company.
- they should maintain high service quality finally, the bank should carefully study its problem as enumerated in the project follow it’s various recommendations and implement them to action it’s co-operate goals.
TABLE OF CONTENTS
CHAPTER ONE
- Back ground of the study 1
- Statement of problem 3
- Objective of the study 4
- Formulation of hypothesis 5
- Significance of the study 6
- Scope of the study 7
- Limitation of the study 7
- Definition of terms. 7
CHAPTER TWO
- literature review 10
- service an overview 10
- characteristics of service 11
- can over view of marketing –
promotion for services
- promotional mix variables
- advertising 16
- personal selling 19
- sales promotion 21
- direct marketing 23
- public relation and publicity 24
- importance of marketing promotion 26
- evolution of promotional strategies 28
CHAPTER THREE
- research design and methodology 30
- population of the study 31
- sample techniques 31
- research instrument used 31
- sample size determination 32
- method of data treatment and analysis 35
CHAPTER FOUR
presentation analysis and interpretation of data37
testing of hypothesis60
CHAPTER FIVE
Summary of the finding recommendation and conclusion.
Summary of findings 65
Recommendation 65
Conclusion 67
Bibliography 69
OBJECTIVE OF THE STUDY
The purpose of this research work is as follows
- To find out if the product promotion affects customer patronage of bank service.
- To measure the effectiveness of advertising in creating awareness of bank services.
- To determine whether promotional strategy used by Afribank increases customer patronage.
- to evaluate the promotional strategies of Afribank in increasing profitability
- to measure the impact of persona selling strategy on the marketing of bank services
- to recommend promotional measures to improve on the performance of Afribank.
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