Effectiveness of Trade Exhibition as a Marketing Tool in Small & Medium Scale Entrepreneurship
CHAPTER ONE
PURPOSE OF STUDY
The research study is directed towards finding out how effective trade exhibition is in marketing of consumer goods.
- To know the extent trade exhibition has created awareness for the product of the manufacturer.
- To know if trade exhibition can be used to forecast the demand for the company’s product.
- To know if trade exhibition achieve the objectives set by the company.
- To know or determine trade exhibition contribution to consumer relationship with the company.
CHAPTER TWO
LITERATURE REVIEW
HISTORICAL BACKGROUND
Loyalted Product Limited was established in 1982 as a Private Limited Company, it begins production from modest facilities of the Dianna Petroleum Jelly at 92, Opeoluwa Street Abule-Egbe.
In December 1993, the company acquired its own house Packaging Plant (Loyalted Plant Limited) which made possible it expansion from a single product line to it present ultra modern complex at Plot 18, Block x industrial estate Sango – Otta Ogun State, There has been subsidiaries added to Loyalted Product holding these other registered company are:
- Loyalted Product Limited manufacturing cosmetic body and baby care product.
- Loyalted Product Limited manufacturing plastics drug Food and Pharmaceutical.
- Senses Nigeria Limited as commercial (Export & Importing) company trading in Chemical for the purpose of this project work all these references shall be made only to Loyalted product include hair relaxer, Shampoo, Setting Lotion, Styling gel deep Penetrating, Conditioner and hair treatment cream, for hair product , Dianne baby Lotion Oil, powder, Perfumed baby Jelly, Baby grow-oil Lotion, Pat and Shelf baby tender Lotion for baby care range.
The long-term goal include the production and marketing of high quality product for the average Nigeria Family (Target Market) Loyalted Product Limited is exclusively owned by Nigeria From Oyo State, There are eight (8) branches (depots) at Aba, Lagos, Benin, Kano, Jos, Maiduguri, Sokoto and Kaduna with depot manager in charge of the operation.
The head offices in Otta are made up of Personnel/Administrative Department Account, marketing, production, store and Quality Control department.
CHAPTER THREE
RESEARCH METHODOLOGY
An overview of the method of research is provided in this chapter, this include a description of the research method employed in collecting the data that were analysed to arrived at any conclusion in this project. This chapter also deals with the research design; population and sample size determination, other areas discussed are questionnaire design, administration of questionnaire, method of data collection and also validity and reliability.
RESEARCH DESIGN
In order to increase sale, create awareness and to avoid an eventual decline of the product in the market, many manufacture of consumer goods have come a long way in their trade exhibition strategic aimed at gaining more share of the market.
The idea may not be totally rewarding if proper research is not clearing spelt out.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
Analyis of the data collected as important as any other component of the research process. It comprises of two phase.
- The company’s executives
- The Final consumer
A total number of thirty-one (31) questionnaire in all were sent to the company marketing executive and the final consumer all properly filled and return on time.
CHAPTER FIVE
SUMMARY CONCLUSION & RECOMMENDATION
The purpose of this study is to get information about the effectiveness of trade exhibition in marketing consumer goods in Nigeria with special reference to a fast moving consumer good like ANTINA beauty Soap.
The study made it possible to know the effectiveness of trade exhibition in marketing of consumer goods, trade exhibition was a major factor that contributed to the increase in sale of a particular product that is engaged in the also creating potential awareness is always rekindie in case of old customer and customer. This marvelous marketing advancement is usually made possible and practicable by the effect of trade exhibition strategy employed by Loyalted Product Limited.
It was further discover from the tested hypothesis that for a company to maker or increase it profit over a period of time. Trade exhibition must surely play a significant role as such its importance cannot be over looked, if profitability is the watch word for any organisation competition is very high in the industry and this has necessitated the adoption of more suitable type of sale promotion i.e trade exhibition in the environment.
Trade exhibition has really contributed to the sale of company product as well as increasing turnover with the view that the personnel highly believed that trade exhibition has enormously contributed to the company progress.
It was clearly stated during the research in that the public responded positively to ward the company product at the exhibitions.
Furthermore the large percentage of the company personnel believed that trade exhibition is a worth while project and clearly shows that most customers buy from exhibition
Trade exhibition has also influenced the decision of the customer to buy a product and it also enhanced the increased in the profit ratio of the company.
CONCLUSION
In any marketing oriented organisation the need and wants of the customer must be anticipated identified and satisfied while at the same time making profit.
During the course of the research it was discovered that trade exhibition has a great impact on the company sales volume and profit margin. It clearly shows that effective use of trade exhibition embarked upon by the company help to achieves it profit target and sales volume. I found out that trade exhibition help the company a lot in the nature of the company product consumer. However seized the opportunity of exhibition to purchased sufficient quality for their personal use.
Potential customer are easing motivated by the information provide on the company product during the exhibition making further purchase decision. By attending large trade exhibition it has really helped the company in promoting its product, creation and stimulation awareness which directing has a result positive effect on profit margin.
RECOMMENDATION
Having analysed the data and tested the hypothesis the following recommendation were made.
- Since trade exhibition has a positive impact on the company turnover a profit margin it is recommended that loyalted product limited should make it a continuous policy.
- Owing it increase in competition in the consumer product market, it is recommended that more emphasis should be based on creating awareness for the product of the company to enhanced or maintaining their position in the market place.
- Since exhibition has help in stimulation the demand for the company product then Loyalted Product Limited should ensure that its packaging and other promotional tool are used to augment trade exhibition.
- It is also recommended that information should be provide during trade exhibition to the customer and potential customers since they are easy motivated through it information.
In this wise more funds should be devoted to the exhibition programme.
BIBLIOGRAPHY
- Boyd et al: (1982): Marketing Research text & Cases, Richard D town Inc, Illinois.
- Encyclopedia Britannica (1974): 15th edition Encyclopedia Britanica 12th edition (1970)
- James O. Peekman (Snr) (1973): The wheel of Marketing Chicago.
- Philip Kotler: Principle of Marketing
- Philip Kotler (1986): Marketing management Analysis, Planning & control 4th edition Prentice Hall Inc London.
- Peter M. Chisnall (1971) Marketing Research Analysis & Measurement. 2nd edition Mc Graw-Hill book Co. UK LTD London.
