PROMOTIONAL STRATEGY IN A SERVICE INDUSTRY (A CASE STUDY OF AFRIBANK PLC ENUGU)

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. 1.marketing of airline service a case study of executive  airline service EAS 2.increasing customer patronage of marketing service through effective application of marketing concept. A case study of U B A 3.promotional strategy in a service industry a case study of Afribank
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