Download Trade fair as an Instrument for Increasing marketing

Trade Fair As An Instrument Of Increasing Marketing
Performance (A Case Study Of Emily Millionaire Enugu)
TABLE OF CONTENTS
Title page
ii
1
Approval page
iii
Dedication
iv
Table of content
v
Abstract
vii
CHAPTER ONE
1.1.
Background to the study
1
1.2.
Statement of the problem
4
1.3.
Objectives of the study
5
1.4.
Research questions
6
1.5.
Significance of the study
6
CHAPTER TWO
2.0.
Literature review
10
2.1.
Management of trade fairs and exhibitions
10
2.2.
Trade fair as a promotional tool
12
2.3
Economic importance of trade fair and
Exhibition
14
2.4
The impact of trade fair performance of a company.
15
2.5
The role of trade fir in Emily millionaire.
16
2
CHAPTER THREE
Research methodology
19
3.1.
Sources of data collection
19
3.2.
Population of the study
20
3.3.
Determination of sample size
20
3.4.
Sampling techniques
22
3.5.
Instruments for data collection
22
CHAPTER FOUR
Presentations, analysis and interpretation of data
23
4.1.
23
Presentations and interpretation of data.
CHAPTER FIVE
Summary of findings recommendations and conclusion
39
5.1.
Summary of findings
39
5.2.
Recommendations
41
5.3.
Conclusion
43
Bibliography
44
Appendix
45
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CHAPTER ONE
1.1.
BACKGROUND TO THE STUDY
Trade fair is a form of promotional derive that enables
companies to show and demonstrate their products to both middlemen
and ultimate consumers. according to (Ebue) Trade fair is an excellent
means of surmounting communication barriers through demonstrations.
Trade fairs are time-method of bringing buyers and sellers together
under mutually (equal) beneficial contrition are being tricked primarily
at potential consumers, while exhibition and books are featured at trade
firs which are designed to attract immediate prospect and to create
awareness.
People participation in these fairs have privilege to physically
examine, make comparison and learn about new products, market
movement, competition and new source. This forum (show) are usually
designed for special groups in a particular geographical area. (as made
in Nigeria trade fair). Individuals who participate in this fair are always
Interested and inquisitive about the new trend in a particular field and
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probably may want to know whether there is any slight change in
product. Then when the exhibits are well publicized, managed, staffed
the result is an increased sales volume for exhibitors. Edit staffing is
considered to be the most essential factors, these show and conventions
merely because it is these staff who will attend to the customers, by
informing, educating and persuading them to try or use their newly
Introduced products.
Trade fairs help in attending companies and enterprises get in
touch with their customers and getting many inquires from serious
minded enterprises and company executives who end up placing
prodders. Trade fair is a good venue for sales promotion and sales.
The role of trade fair in marketing of goods is to increase marketing
performance, it also create a forum for physical interaction between
manufacturers and their potential customers. Manufacturers use these
medium to know how much interest the buyers or consumers show in
their products both the new product that are introduced and old product
that have been existing in the market and how consumers reach to
various features and terms, also how many express purchased intention
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or place order, since the participation vendors expected several benefit
which
include
generating
new
sales
lead,
maintain
new
customers/contract. (though the public relation officers at the trade fair
stand), selling more to present customers at company’s price, meeting
new customers, introducing with publication motion pictures and visual
materials.
Trade fair is organized at regular interval mostly at the same
location and period of the year it usually last from seven to ten days (7
– 10 days). There are basically two kinds of trade fair organized in
Nigeria.
The International trade fairs which are zonal into three in this country
(Nigeria) are Lagos, Kaduna and Enugu. Lagos serves as a venue for
any International trade fair that is to lasted in the Western region while
Enugu and Kaduna serve in the Northern regions.
Emily Millionaire Industry Limited with head office in Lagos
came into the cosmetic production in the late 1978 while that of Enugu
branch was established in 1990. The company have participated in both
International and local trade fair to better it’s futures in the cosmetics
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Industries thus the researcher looks at trade in improving market
performance of cosmetic Industries with special Interest on Emily
Cosmetics Limited Enugu.
1.2.
STATEMENT OF PROBLEM
Trade fair as
an Instrument
for Increasing
marketing
performance and the company need not to be over emphasized, but
most often the goals of trade fairs are not usually achieved. This starts
from the fact that it takes a lot of time searching out the stand of these
producer of goods because these stands are not strategically located.
The place is very crowded most often consumers cannot stand
for a long struggle getting to those stands.
Most often the attitude of the attendants are noting to write home
about infant they do not relate very well to the customers. Question
asked or ignored are not often well treated or entirely ignored. One can
find that prices of goods in the trade fairs are atimes very high
compared to what obtained in the open market. Most of these stands are
not attractive. It is not clean and tidy, this stand discourage visitors.
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These problems no doubt have affected the visitors negatively and thus
impacting negatively on the sales of participant. Emily Millionaire is
not an explanation. These problems and many more forms the focus of
this study.
1.3. OBJECTIVES OF THE STUDY
The main objective of this research work is to critically assess
how trade fair can help the marketing of goods of a company’s product.
The objectives are as follows:1.
To determine how trade fair can help a company to increase their
market shares and profits.
2.
To determine how trade fair can help stimulate marketing products.
3.
If the role aim of trade fair is to create awareness are successful is this
statement with reference to past fairs.
4.
Whether participants organize and consumers obtain value for their
money.
5.
Are the participating companies professing trade fairs and to the
adjustment when the need arises.
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6.
To make appropriate recommendations on solving the problem
identified.
1.4.
SIGNIFICANT OF THE STUDY
This study does not have academics as it’s main significant
objective it helps to orientate manufacturing Industries on how, when
and where to use promotion and the type of promotional mix to apply
as personal selling which is mostly used in trade fairs to enlighten
customers on how to use products and the benefits involved in using
such product. Other areas in which this work has significance.
1.5.
RESEARCH QUESTIONS
1.
Is Trade fair the most effective promotional tool?
2.
Does Emily Millionaire, participating in Trade fair effects customers
awareness of their product?
3.
Does participation of Emily Millionaire lead to increase interest of their
product?
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4.
Does Trade fair participation enhance the marketing performance of
Emily Millionaire?
5.
How Trade fair participation by Emily Millionaire increase customers
patronage of their goods?
Promotion and public relation.
Personal selling: Personal selling entails meeting individuals and
groups of people and presenting a product to them with the intention of
achieving immediate patronage Olabunori (1999:1991) personal selling
can be used for many purpose, including creating product awareness,
arousing interest, developing product preference, and negotiating price.
etc.
Public relation: Public relation as seen by kotler and Armstron
(1996:461) is building, good relationship with the firms various public
by obtaining favourable publicity, building up a good corporate image
and handling or heading of unfavorable rumours, stories and events.
Advertising: of all the methods of marketing promotion advertising is
the most used and popular in Nigeria. Advertising is so popular that
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many people regard it as the main activity of marketing. Olabunori
(1999:192).
Advertising is a key paint of marketing that involves the use of
media to inform consumers about something, and/or to persuade them
to do something.
In effect, it brings products and
consumers together, and then
modulates the relationship between them pocket mark marketing
(1996:25).
Sales promotion: Adirika “et al” (1996:142) view sales promotion as
that something extra. That can arouse interest create a buying desire,
and spark an immediate reaction from customers, middlemen or
company sale force.
Ebue Bona (2000:7) classified it into consumer promotion; trade
promotion and sales force promotion.
The tools used in sales promotion are the following:
1.
Sampling
2.
Premium
3.
Offer
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4.
Dealer contests
5.
Trade fair and exhibitions
According to Onyeke (1999:117) trade fair and exhibition as a
promotional tool, offers good opportunities for the following.
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