Promotions are very significant elements of marketing activities. All over the world, the large multinational corporations to medium and even small firms recognize that there is no best alternative than promotion to communicate with consumers and motivate them to purchase their products or services. The purpose of the study is to determine the impact of promotional activities of NTC and Ncell. Promotion is a comprehensive terms, and covers the entire gamut of advertising, publicity, public relations, personal selling and sales promotion. In the present competitive world if any business organization has to survive it needs to keep an eye on various forces operating in the market. More over competitors constantly try to win over others. In this scenario, every business organization needs to monitor the changes taking place in the market so that they are not caught by competitors.
The purpose of this research study is to determine the impact of promotional activities on the company sales. The research will be limited to NTC and NCell. After initial exploratory research to ascertain current promotional activities employed, a survey questionnaire was created to determine consumer demographic data, consumption behavior, attitudes towards promotions, and the effects of promotional activities on consumer purchasing behavior which creates impact on the company’s sales. The data is collected on a primary and secondary basis. The secondary data are collected from websites, visiting the Nepal Telecom Office and Ncell office. And the primary data are collected from the user of NTC and Ncell products. The first version of questionnaire was given to 10 students of Modern Nepal College randomly. And the questionnaire was updated as per the respondents’ suggestions and to decrease the likelihood of errors. Sample data was the collected and then the collected data was analyzed using statistical tools. The result were then reviewed to determine the impact of promotional activities on the company sales, the effectiveness of promotional activities, attractiveness of promotional activities.
Table of Contents
1. Introduction
1.1 Context Information
1.2 Telecommunication service
1.3 Statement of the problem:
1.4 Objectives of the study:
1.5 Significance of the study:
1.6 Limitations of the study:
1.7 Organization of the study:
1.8 Introduction to Literature Review
1.9 Review of Theoretical Perspective
1.10 Conceptual Framework
1.10.1. Introduction to Promotion
1.10.2 Components of Promotional Activities
1.10.3 Roles of Promotional mix
1.10.4 Factors Affecting the Promotional Mix
1.11 Review of Journals and Articles:
1.12 Review of Thesis
1.13 Research Gap
1.14 Introduction to Research Methodology and Design
1.14.1 Research approach:
1.14.2 Research Design
1.14.3 Population and sample:
1.14.4 Data collection procedure:
1.14.5 Method/Tools of data analysis:
2. Data Analysis and Presentation
2.1 Introduction
2.2 Company Profiles
2.2.1 A Brief Introduction to Telecommunication Sector in Nepal
2.2.2 Major telecommunication providers in Nepal:
2.2.3 Companies Performance
2.3 Respondent Profile
2.3.1 Gender
2.3.2 Age
2.3.3 Education level
2.3.4 Occupation
2.3.5 Classification of Respondent on the Basis of Preferred Service Provider
2.4 Assessing the Prevailing Promotional Activities
2.4.1 Source of Information
2.4.2 Impact of Promotional Activities
2.4.3 Reason for Preference
2.4.4 Source of Information for New Product
2.5 Compare the Promotional Strategies
2.5.1 Comparison of Promotional Activities
2.5.2 Comparison of effectiveness of Promotional Activities
2.5.3 Attractiveness of Promotion
2.5.4 Evaluation of Promotions
2.5.5 Consumer using more Products
2.5.6 Reliability
2.6 Analysis of Data
2.6.1 Analysis of Revenue Generated By NTC and Ncell:
2.6.2 Analysis of Market Share of NTC and Ncell in Voice Call
2.6.3 Analysis of Market Share of NTC and Ncell in Internet
2.6.4. Analysis of advertisement expenses done by NTC and Ncell
2.6.5 Analysis of Impact of Promotional Activities on the Purchase Decision
2.6.6 Analysis of Comparison of Promotional Activities
2.6.7 Analysis of Attractiveness of Promotion
2.6.8 Analysis for Evaluation of Promotional Activities
2.7 Findings and discussion
2.7.1 Findings
2.7.2 Discussion:
3. Conclusion and Action Implications
3.1 Conclusion
3.2 Action Implications
3.2.1 Practical Implications
3.2.2 Research Implications
Research Objectives and Focus
The primary purpose of this study is to analyze and compare the impact of various promotional strategies adopted by the two leading telecommunication companies in Nepal, NTC and Ncell, on their respective sales performance and consumer purchasing behavior.
- Comparative analysis of promotional strategies between NTC and Ncell.
- Assessment of the impact of promotional activities on company sales and market share.
- Investigation into consumer demographic data and purchasing preferences.
- Evaluation of the effectiveness and attractiveness of diverse promotional tools.
Excerpt from the Book
1.9 Review of Theoretical Perspective
Since the research is more concerned on the impact of promotional activities on company’s sales, the works by a number of scholars are explored to make it more relevant theoretically and conceptually. In this respect, the work of Kotler and Armstrong (2008), Wells, Burnett, William James, Myers and Aaker, and Arens (2009) are used as the guiding foundation for learning about the effectiveness of promotional activities and sales as the key thematic construct to be considered for this research.
In this study, the first and foremost concern is to understand about various promotional strategies, sales, effect of promotional strategy on company’s sales in context of telecom industry in Nepal In this respect, it is quite relevant to acknowledge the works of various scholars for their conceptual insights.
Promotion is one of the strongest tools to boost up company’s sales. Promotion is the marketing term used to describe all marketing communications activities and includes personal selling, sales promotion, public relations, direct marketing, trade fairs and exhibitions, advertising and sponsorship. Promotion needs to be precisely coordinated and integrated into the businesses global communications message, and this is called Integrated Marketing Communications (IMC). IMC integrates the message through the available channels to deliver a consistent and clear message about your company’s brands, products and services. Any movement away from the single message confuses the consumer and undermines the brand.
Summary of Chapters
1. Introduction: This chapter provides the foundation for the research by outlining the context of the telecommunication sector in Nepal, the problem statement, and the objectives regarding the impact of promotional strategies on company sales.
2. Data Analysis and Presentation: This chapter presents the empirical results of the study, covering company profiles, respondent demographics, and a detailed assessment of the effectiveness of various promotional tools used by NTC and Ncell.
3. Conclusion and Action Implications: This chapter summarizes the research findings, concludes on the relationship between promotional activities and sales performance, and provides practical recommendations for both companies.
Key Keywords
Telecommunication, Promotion, Promotional Mix, NTC, Ncell, Sales, Market Share, Marketing Communication, Consumer Behavior, Advertising, Sales Promotion, Personal Selling, Public Relations, Nepal, Strategy.
Frequently Asked Questions
What is the core focus of this research?
The research fundamentally examines how promotional activities influence the sales performance and competitive positioning of Nepal's leading telecommunication providers, NTC and Ncell.
What are the primary thematic areas explored?
The study focuses on the promotional mix, including advertising, sales promotion, personal selling, public relations, and their impact on consumer purchasing behavior and brand preference.
What is the main objective of the study?
The goal is to determine the impact of promotional strategies on company sales, compare the efficiency of promotional mechanisms between NTC and Ncell, and identify measures to improve these activities.
Which research methodology is employed?
The study utilizes a descriptive research design, incorporating both qualitative and quantitative approaches, including surveys of 70 respondents and the analysis of secondary financial data over a five-year period.
What is covered in the main body of the paper?
The main body includes a theoretical review of promotional perspectives, detailed company profiles of NTC and Ncell, respondent demographic analysis, and a comparative evaluation of the effectiveness and attractiveness of their specific promotional strategies.
Which key terms characterize this work?
Key terms include Telecommunication, Promotional Mix, Market Share, Advertising, Sales Promotion, Consumer Behavior, and Nepal's service industry.
How does the study compare the effectiveness of NTC versus Ncell?
The analysis suggests that Ncell is more aggressive and efficient in its promotional activities, whereas NTC, as a state-owned entity, maintains a stronger market position in terms of subscriber base and fixed-line services but relies more on existing customer word-of-mouth.
What unique conclusion does the author draw regarding NTC?
The author notes that while NTC is less aggressive in its promotional spending compared to Ncell, it benefits from a high level of public trust as a state-owned entity, which reduces the absolute necessity for the massive promotional expenditures required by private competitors.
- Arbeit zitieren
- Sanjeev Pradhan (Autor:in), 2018, Impact of Promotional Activities on Organizations Sales, München, GRIN Verlag, https://www.grin.com/document/424781
