Preview

Impact of Sales Promotion on Sales Volume, in Unilever (Nig.) Plc

Powerful Essays
Open Document
Open Document
1165 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Impact of Sales Promotion on Sales Volume, in Unilever (Nig.) Plc
Impact of sales promotion on sales volume, in UNILEVER (Nig.) PLC

Introduction

For years, most companies concentrated their promotional functions through the use of sales promotions through mass media advertising. In almost all aspects of marketing communication, companies depend on expertise of advertising agencies. Although, most marketers have already introduced and used other marketing communication and promotional tools, package design firms, direct marketing agencies and sales promotion were generally considered as supplementary services and were only used on specific projects. Agencies on public relations were employed to handle the affairs, publicity and image of a company to the targeted public. However, these services were not regarded as vital processes in marketing communication. Traditionally, marketing practices were founded within strong barriers wherein various functions on marketing and promotion are planned and managed separately, with specific market views, budgets, goals and objectives. During this time, marketers failed to realize the importance of coordinating all marketing tools in order to enhance communication and image to target markets (Moore and Thorson, 1996).

By 1980s, several organizations have understood and realized the effective strategy behind the integration of various promotional tools. Later, this marketing approach was termed as the integrated marketing communications or IMC. This involves the incorporation of different promotional elements and marketing activities used in communicating with the company’s clients (Moore and Thorson, 1996). A significant transition on marketing approach occurred as marketers were no longer concentrated on solely using media advertising for marketing. Moreover, several companies began to go beyond conventional practice and used other promotional specialists to improve and implement their market plans.

Benefits on Sales Volume in Unilever

One of the companies operating

You May Also Find These Documents Helpful

  • Good Essays

    In today business, by just having a good varieties of product is not sufficient to accomplished great result. There is no use by having a very good product when no one knows about them. This is when promotion comes in, to describe any activity by a business for informing, influencing and persuading customers. In a nutshell, promotion is all about companies communicating with customer. In total there are four key elements in the promotional mix which is advertising, personnel selling, sales promotion and public relations tools. No matter how good a strategy or a plan is perform; advantage and disadvantage are surely to exist. The main purpose of conducting this literature review is to precisely identify the advantages and disadvantages of the four elements.…

    • 976 Words
    • 3 Pages
    Good Essays
  • Good Essays

    The drawback or negative aspect of incorporating marketing into the sales function of an organization is coordination and cooperation”. The sales force or powers believe that the product managers set prices or sale ration “too high”; or the publicity director and a trademark manager could not concur on an advertising operation or campaign” (Kotler & Keller, 2009, p. 24). In order to do extremely well, all members of the society or organization should work in unity.…

    • 389 Words
    • 2 Pages
    Good Essays
  • Satisfactory Essays

    This week's discussion focuses on integrated marketing communications. Companies use various promotional tools in order to design successful integrated marketing communication strategies.…

    • 470 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Direct Marketing 56124260

    • 656 Words
    • 3 Pages

    While most companies continue to rely primarily on the other promotional mix elements to move their products and services through intermediaries, an increasing number are going directly to the consumer. These companies believe that while the traditional promotional mix tools such as advertising, sales promotion, and personal selling are effective in creating brand image, conveying information, and/or creating awareness, going direct with these same tools can generate an immediate behavioral response. Direct marketing is a valuable tool in the integrated communications program, though it seeks somewhat different objectives.…

    • 656 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    The importance of developing an integrated marketing communications plan has become even more important in the modern era. With so many different touch points, or ways that a prospect can experience a company 's message or advertisement, it is important that the message be clear and consistent (Business Training Schools, 2011). Developing the proper lines of communication, especially with a new product is vital to a company. In this paper Team C will evaluate factors involved in developing and managing an effective marketing communications plan. We will also discuss advertising and promotion programs. Technology trends available to help market the product is expressed as well. To sum it up we will compare and contrast the marketing communication strategies for both domestic and international markets.…

    • 1141 Words
    • 5 Pages
    Powerful Essays
  • Good Essays

    Marketing is an important area in any company. Integrated marketing is an area of the marketing world. This type of marketing can increase brand value and this allows for a high turnover on the company’s investments. We will review a company and describe the purpose and value of integrated marketing, as well as showing what value the plan adds to the company.…

    • 771 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    5.Sonia Reyes, 2002, Krafting the Total Promo Package, Brand Week, 15 July, pp. 24-276.Michael McCarthy 2002, Direct Marketing Gets Cannes Do Spirit, USA Today, 17 June, p 4B7.Edward L Nash, 1995, Direct marketing: Strategy, Planning, Execution, 3rd edition, McGraw-Hill, New York8.Roger A Strang, 1976, Sales Promotion: Fast growth, Faulty Management, July-August, Harvard Business Review, p116-1199.Abraham Magid M & Leonard M Lodish, 1990, Getting the most out of advertising and Promotion, Harvard Business Review, May-June, pp 50-60.…

    • 4252 Words
    • 16 Pages
    Powerful Essays
  • Powerful Essays

    Imc Portfolio

    • 3692 Words
    • 15 Pages

    The IMC tools include advertising, direct marketing, interactive and internet marketing, sales promotion, public relations, sponsorship and personal selling. In developing an effective IMC program, marketers must decide which tools could be used, either individually or as a combination. Some tools have disadvantages that can be overcome by the advantages of the other tools. This decision will help them in considering the best way to use/combine them to engage the audience and achieve organisation objectives (Belch, et al. 2012).…

    • 3692 Words
    • 15 Pages
    Powerful Essays
  • Powerful Essays

    Integrated marketing communications is a core strategic activity used to build and sustain profitable relationships with various stakeholders. Customers are a critical target but other audiences such as buyers, designers, retailers, sales assistants, suppliers, etc…. are also important if an organisation is to achieve its sales and marketing objectives.…

    • 7833 Words
    • 32 Pages
    Powerful Essays
  • Good Essays

    The primary concern or objective of marketing is to identify and satisfy, or exceed the changing needs of customers. In view of this broad concern of marketing, it can be seen that the concept of marketing summarizes many activities in a business. Marketing, in fact, refers to any activity undertaken by a firm that has been designed to plan, price, promote and distribute ideas, goods and services to target markets. These marketing activities were executed in order to create an exchange and sales that will result in the achievement of the proprietors' individual goals and the firm's goals, both in the short-term and the long-term. It is then obvious that marketing forms an integral component of any business's operations.…

    • 765 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Kotler, P. & Keller K. (2007). A framework for marketing management (3rd ed.). Upper Saddle…

    • 815 Words
    • 4 Pages
    Good Essays
  • Better Essays

    Promotion Strategies

    • 1096 Words
    • 4 Pages

    Promotion has been defined as the co-ordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea.(Ray,1982)…

    • 1096 Words
    • 4 Pages
    Better Essays
  • Good Essays

    Sales Promotion

    • 29388 Words
    • 118 Pages

    Blatlberg, Robert C. and Scott A, Neslin (1990), Sales Promotion: Concepts, Methods, and Strategies. Engiewood Cliffs, NJ: Prentice Hall,…

    • 29388 Words
    • 118 Pages
    Good Essays
  • Good Essays

    I Mr. SAGAR GALA of NARSEE MONJEE COLLEGE OF COMMERENCE AND ECONOMICS of TYBMS (Semester V) hereby declare that I have completed this project on “Integrated Marketing Communications – An In-depth Study” in the Academic Year 2008 – 2009. The information submitted is true and original to the best of my knowledge.…

    • 10415 Words
    • 42 Pages
    Good Essays
  • Powerful Essays

    The marketing communications environment has changed rapidly during the last few years. Specifically, mass markets have been broken down into fragmented Markets, and therefore, marketers are now shifting away from mass marketing.…

    • 2184 Words
    • 9 Pages
    Powerful Essays

Related Topics