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 .
1.the Afribank does we have goods and qualified promotion professionals
2.there is need for maintaining high quality service that will be rendered to customers.
3.Afribank Nigerian PLC, promotional strategies are not effectively integrated.
4.Afribank ‘ distribution activities are also not effectively integrated.
However , certain recommendation were given for improvement. These recommendations also centred around marketing activities, they include:
1.the case company should communicate the planned marketing strategies to all the key decision markers.
2.they should also evelop a good and catching promotional strategies.
3.they sued make sure that marketing strategies contribution and reflect the objectives of the company.
4.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.
RESEARCH PROPOSAL
TOPIC
Promotional strategy in a service industry a case study of Afri bank PLc
OBJECTIVE OF THE STUDY
The research will here in state the objective to be accomplished through the study. The extent to which the study meets the objective determines the success of the project work.
Formulation of hypotheses in the envisaged study, four hypotheses would be formulated to give focus to the study.
SIGNIFICANCE OF THE STUDY
The different target group to which the study will be beneficial will be clearly stated.
SOURCESS OOF DATA
Data from the study will be sourced from two main sources. Primary data and secondary data
PLAN FOR THE REVIEW OF RELEVANT LITERATURE
The research here will conduct liberty research on text books journals, magazines and other publication & related topic to the one under study. He review will be stated in sub-heads
METHODS OF DATA COLLECTION
The method of data collection in the envisaged study will involves face to f ace distribution of copies of questionnaire of the customers and the staff of the case organization. The researcher will give out the copi8es and allow one week filling period after which he will collect the now filled copies for analysis.
THE RESEARCH INSTRUMENT USED
The research instrument to be used in this study will be questionnaire. The questionnaire will’ contain both close and open ended questions
METHOD OF DATA TREATMENT AND ANALYSIS
Simple statistical table frequencies and percentages will be used to analysis the data collected while square will be used in testing the hypothesis.
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TABLE OF CONTENTS
TITLE PAGE
APPROVAL PAGE
DEDICATION
ACKNOWLEDGEMENT
ABSTRACT
TABLE OF CONTENT
CHAPTER ONE
1.1 Back ground of the study
1.2 Statement of problem
1.3 Objective of the study
1.4 Formulation of hypothesis
1.5 Significance of the study
1.6 Scope of the study
1.7 Limitation of the study
1.8 Definition of terms.
CHAPTER TWO
2.1 literature review
2.2 service an overview
2.3 characteristics of service
2.4 can over view of marketing promotion for services
2.5 promotional mix variables
2.6 advertising
2.7 personal selling
2.8 sales promotion
2.9 direct marketing
2.10 public relation and publicity
2.11 importance of marketing promotion
2.12 evolution of promotional strategies
CHAPTER THREE
3.1 research design and methodology
3.2 population of the study
3.3 sample techniques
3.4 research instrument used
3.5 sample size determination
3.6 method of data treatment and analysis
CHAPTER FOUR
presentation analysis and interpretation of data
testing of hypothesis
CHAPTER FIVE
Summary of the finding recommendation and conclusion.
Summary of findings
Recommendation
Conclusion
Bibliography
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