A PROJECT PROPOSAL

ON

SALES PROMOTIONAL TOOL FOR PRODUCT ENHANCEMENT

(RE-PACKAGING OF NEWS AND EDITING LABORATORY)

BY

NWEKE DEBORAH ONYINYE 1808071069

AFOLABI TEMILOLUWA OLAMIDE 1808071070

AYINDE ABIB ADEOLA 1808071071

ADEKAMNI OPEYEMI AMINAT 1808071072

DADA FAITH ODUNAYO 1808071073

 Introduction

Background to the Study

Over the years, companies based their whole effort on just producing quality goods and services
and forgot that the backbone and assurance for survival are the end users which are the final
consumers. If marketing has one goal, it is to reach consumers at the moment that most influence
their decision.

Attracting new customers has become very important in modern business in addition to loyalty,
as the cost of maintaining consumers is less than the cost of attracting new customers. Firms
therefore have to rethink the relationship between attitude and behavior of their consumers if
they must be competitive and survive. According to Romdonny, Juju, Jusuf and Rosmadi (2018)
to maintain customers, of course business people must be able to know the tastes of consumers,
especially from the social psychological aspects and consumer culture which can change at any
time. And all businesses need to communicate to the consumer what they have to offer, and in an
attempt to communicate, promotion is necessary (Ahungwa 2018; Jobber & Lancaster, 2006).

Promotion refers to the motivational methods of getting the consumer to purchase the product.
Promotion is also refers to “any communication used to inform, persuade, and/or remind people
about an organizations or individuals goods, services, image, ideas, community involvement, or
impact on society” (Evans & Berman, 1997). It mainly consists of messages and related media
that are used to communicate with the market.

The American Marketing Association as cited in Zekeri (2004) defines sales promotion as those
marketing activities other than personal selling, advertising and publicity that stimulate consumer
purchases and dealer effectiveness. They are important because they increase the likelihood that
buyers will try products, they also enhance product recognition and can increase purchase size
and amount. Sales promotion includes displays, exhibitions and administrations. There is often a
direct link between sales promotion, product enhance and short term sales volume. It is different
from advertising in that it offers the consumers an incentive to buy, whereas advertising merely
offers a reason to buy, as such sales promotion can be particularly useful in inducing trials by
consumers of rival products. Brown (2002) investigated on the problems created by a
promotional culture, and opined that the pressure to run promotions can have an impact on
overall product and marketing performance.

The basics of sales promotion strategy involve delivering the communicational message(s) from
the producer (or company) to the consumer. The object of the message is to persuade the
audience to purchase the product or service. Therefore the consumer needs to be receptive to the
message and to be able to interpret it in such a way that it influences him/her to purchase the
product. Sales promotion is certainly one of the critical elements in marketing mix and tool kit
for the marketers. Statistics for packaging companies show that sales promotion comprises
nearly 75% of the marketing budget (Neslin, 2002).

Statement of the Problem

In Nigeria, consumer buying behavior towards made-in-Nigeria products has been a major
challenge facing marketers for centuries. Specifically, a major problem that has bedeviled
Nigeria in her effort to develop her industrial sector is the apparent preference by Nigerians for
foreign made goods. The most immediate manifestation of this problem is smuggling in the face
of various attempts by governments of Nigeria to curtail the indiscriminate importation of
consumer goods. Some major attempts to check this negative consumer buying behavior against
locally made goods include the ban on certain import and promotional appeals on radio and
television (Daramola, Okafor & Bello, 2014). In spite of these, the problem has largely remained
unsolved and the consequence had been a decline in various local industries, with the most
adversely affected being the textile and food industry. No amount of patriotic slogans about
made in Nigeria goods had been able to correct this trait in Nigeria consumers. It has persisted to
the extent that many retailers in Nigeria use the foreign tags or labels as a selling tool especially
in justifying high product prices. This negative attitude towards home made products contribute
to the economic development of advanced countries and relegate culture heritage of the country
in various fields, to the extent that some Nigerians were importing packaged soup and cooked
rice. Some Nigerians believed that homemade products are not quality products. It is in the
context of this problem that this study seeks to examine the effect of sales promotion on product
enhancement using re-packaging of news and editing laboratory of Lagos State Polytechnic.

Objective of the Study

1. To repackage/renovate news and editing laboratory of Lagos state polytechnic.

2. To determine the effect of sales promotional tool in product enhancement.
3. To ascertain the impact of sales promotional tools in product purchase
Scope of the Study

This study is set to determine sales promotional tool for product enhancement using repackaging
of news and editing laboratory of Lagos State Polytechnic as a case study.

Significance of the Study

This study would be significant in the promotion of products in Nigeria and would also be
relevant to various manufacturing companies to determine the various factors that influence the
consumers’ purchase decisions to enable them adjust their strategies. Ultimately it will assist
firms in proper utilization of scarce resources, improve their profitability and enable them to
grow.
For scholars and academic researchers, this study forms a platform on which future research of
push promotion strategies would be established. This study would also be of benefit to Lagos
State Polytechnic more especially, department of mass communication. The findings would be
resourceful in providing viable information to academicians, researchers and consumers on
various concepts related to push promotion strategies.
Definition of Terms

Sales: Sales are activities related to selling or the number of goods or services sold in a given

time period. 

Promotional: It simply relates to publicizing a product, organization, or venture so as to increase

sales or public awareness.

Tool: anything used as a means of performing an operation or achieving an en.

Product: a product is an object or system made available for consumer use; it is anything that

can be offered to a market to satisfy the desire or need of a customer

Enhancement: an increase or improvement in quality, value, or extent.

Re-packaging: the process of packaging goods again or differently.

Mass Communication: Mass communication (or communications) can be defined as the

process of creating, sending, receiving, and analyzing messages to large audiences

News: News is information about current events. This may be provided through many different

media: word of mouth, printing, postal systems, broadcasting, electronic.

Editing: Editing is the process of selecting and preparing writing, photography, visual, audible,

and film media used to convey information.

Laboratory: A laboratory is a facility that provides controlled conditions in which scientific or

technological research, experiments, and measurement may be performed.

Theoretical Framework

Reasoned Action Theory.

Reasoned Action theory was propounded by Martin Fishbein and Icek Ajzen in the late 1960s,
the Theory of Reasoned Action centers its analysis on the importance of pre-existing attitudes in
the decision-making process. The core of the theory posits that consumers act on a behavior
based on their intention to create or receive a particular outcome. In this analysis, consumers are
rational actors who choose to act in their best interests. According to the theory, specificity is
critical in the decision-making process. A consumer only takes a specific action when there is an
equally specific result expected. From the time the consumer decides to act to the time the action
is completed, the consumer retains the ability to change his or her mind and decide on a different
course of action.

Sales personnel’s learn several lessons from the Theory of Reasoned Action.

First, when marketing a product to consumers, personnel’s must associate a purchase with a
positive result, and that result must be specific. Axe Body Spray used this concept very
effectively by linking its product to desirability with women.

Second, the theory highlights the importance of moving consumers through the sales pipeline.
Sales personnel must understand that long lags between initial intention and the completion of
the action allow consumers plenty of choice or decision (Ahungwa, 2018). The Engel, Kollet,
Blackwell (EKB) Model (1968) expands on the Theory of Reasoned Action, and lays out a five
step process that consumers use when making a purchase. The first step, input, is where
consumers absorb most of the marketing materials they see on television, newspapers or online.
Once the consumer collects the data, he or she moves into information processing, where the
consumer compares the input to past experiences and expectations. Consumers move to the
decision-making stage after a period of thought, choosing to make a purchase based on rational
insight. Consumers are affected in the decision-making phase by process variables and external
influences, including how the consumer envisions his or herself after making the purchase.

Under the Engel, Kollet, Blackwell (EKB) Model, marketers have two periods where their input
is the most valuable. During the initial information stage, marketers must provide consumers
with enough information about the product to drive the consumer to keep the company’s
products under consideration for purchase. Marketing becomes a factor again in the phase of
external influences. Lifestyle brands are very good at instilling desire in the consumer to look or
feel a certain way with the product. The outcome of this blend of theories that constitute the
fulcrum of our study is the establishment of the linkages between them and consumer buying
behavior of products.

Assimilation Contrast Theory

Assimilation Contrast theory was propounded by Sherif and Hovland, 1961 Most academic
research has concentrated on product price and its effects on consumer behavior (Kalwani &
Yim, 1992). Assimilation contrast theory examines how external reference prices influence
consumers‟ internal reference price and subsequent promotion evaluations. As per assimilation
contrast theory, an external reference price that is moderately higher than a consumer’s internal
reference price is perceived as plausible and assimilated. An external reference price may be
introduced through a price advertisement or in-store communication that features both the lower
promotional price and the higher regular price. Promotion campaigns that include both the higher
usual price and lower promotional price are effective than those that include the lower
promotional price only (Blair & Landon, 1979).

Bitta, Monroe and McGinnis (1981) concluded that higher price discounts provided greater
perceptions of value, less intent to search and greater interest in product. Studies based on
assimilation contrast theory have indicated the importance of external reference price in
influencing consumer price judgments. Although very high external reference prices are seen to
be discounted, the presence of such prices produces larger perception of consumer savings (Blair
& Landon, 1979). These insights notwithstanding, a number of fundamental questions remain
unanswered with respect to sales promotion. For instance the effectiveness of non-price
promotion strategies and the threshold and saturation quantities of free products that consumer
can regard as a saving.

Production Process
Kotler et al (2006) defined Production as a process of combining various material inputs and
immaterial inputs (plans, know-how) in order to make something for consumption (the output). It
is the act of creating output, a good or service which has value and contributes to the utility of
individuals. According to Adedoyin (2011), production process is common broken down into
three clear stages which are: Pre-production, Production and Post- production.

Pre – Production

According to Adedoyin (2011) Pre-production stage begins the moment after you have
conceptualized the idea. It is at point when the basic ideas and approaches of the production are
developed and set into action. This stage is often regarded as the most crucial phase of
production because once production team gets it wrong from here then, all many not be well
throughout and it may be so terrible that no amount of time, talent can save it. Pre means
‘before’, which means before production. The pre-production stage is the phase of further
developing ideas and planning prior to the process of production.

Conceptualization of Idea

This is the time the producer decides on why he wants to embark on the production. By giving
repackaging and renovating news editing laboratory of Lagos State polytechnic, mass
communication students can carry out properly practical on some courses they offer.

Identifying the Groups Involved in Repackaging of News Editing Laboratory: The group
will identify the groups involved in repackaging and renovating news editing laboratory of
Lagos State.

Type of Repackaging: Here the groups involved in repackaging of news editing laboratory
will meet with the project supervisors to know the type of renovation to be done. The
supervisors will enlighten the groups involved on the things necessary to renovate in the news
editing laboratory.

Budgeting: After getting the type of renovation to be done on the news editing laboratory, the
groups will find out the cost of every material that is needed to renovate the news and editing
laboratory and share the budget among ourselves.

It is the money set aside or set up for the project as well as the expenditure extended in the
production.
 S/N Description Quantity Unit Price Amount
1. Tables 5 10,000 50,000.00
2. Chairs 5 2500 12,500.00
3. Painting 2 10,000 20,000.00
2. Typing and Binding of Project 7,000.00
3. Miscellaneous 4,000.00
TOTAL 93,500.00

Time for the Repackaging: The time for the repackaging will depend on how fast each group
is able to contribute their own part of the money. However, the renovating repackaging will be
done before the project defense.

PRODUCTION PHASE

The production phase is where everything is harmonized in a final performance. It is the

process of combining various material inputs and immaterial inputs (plans, know-how) in order
to make something for consumption (the output). Editing can be in form of removing or adding
necessary materials and visual effects such as painting, colour logos etc. The production can
take time because it needs a lot of concentration to achieve a best. It is the act of creating
output, a good or service which has value and contributes to the utility of individuals. In
conclusion this is the time the renovation and repackaging is done on the news editing
laboratory of Lagos state polytechnic.

POST PRODUCTION

This is after the production has taken place. This involves activities that are done after
repackaging and renovating the news editing laboratory of Lagos state polytechnic. This
include the following activities:

Assembling Waste Products: This is the time the groups involved in the repackaging of news
editing laboratory take away the waste products, clean up the news editing laboratory and
arrange anything that is not properly placed.
Evaluation: This stage also involves constructive criticism of the renovated news editing
laboratory. In this segment project supervisor and mass communication lecturers will analyze
and criticize the job in a way that will encourage better performance next time.
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