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Impact of the Promotional Campaign on Sales – A case study of Zong m9 Mobile Network
ASGHAR ALI GHANGHRO Roll No. 11 Section “A”
MUHAMMAD MAZHAR MANZOOR
Federal Urdu University of Arts. Science & Technology 2 .
In telecommunication market where industry is still developing there is huge competition in the market so every competitor just not only needs to offer distinctive deal in market but also needs an effective promotion campaign for its product. marketing strategy. 3 . Zong m9 offers the best packages for its customer with unique call rates & best network services but there is one area for Zong m9 where it lacks & that is its promotional campaign. promotional campaign. This research paper focuses on the promotional strategies of Zong m9 by conducting the causal study from the sixty respondents which are selected randomly. It has not effective promotion mix for its packages.IMPACT OF PROMOTIONAL CAMPAIGN ON SALE – A CASE STUDY OF ZONG M9 MOBILE NETWORK ABSTRACT The marketing has the important role in every step of business because in 21 st century where customer demands more & more satisfaction from every given business deal so every business needs the effective marketing strategy so as the effective promotion mix for their products. Keywords: Telecommunication. Zong m9.
8 0. M9. With M9 you can not only choose you own M9 calling plan as well as free benefits as it suits you. All these numbers reflect M9′s successful social media marketing campaign. while their Twitter followers are near to touch 500 and their You Tube channel has more than 250 subscribers.3 paisa 0 10 paisa 0 10 paisa 0 11 paisa 0 12 paisa 7.9 SMS (Rs/SMS) 1 0.000+ likes on their Face book page.5 paisa 0 9.8 1. On top of this.3 1.7 0.5 0.25 1. as expected it is a youth centric brand from Zong but with a twist of Make Your Plan element added to it.90 1.1 1 0.70 0.30 0.65 0.75 0. The core values of the M9 plan being Flexibility & Lifestyles. Specifically designed for our young at heart entertainment lovers. About M9. smart mobile user in particular.85 0. you will further receive daily free minutes based on yesterday’s usage. In span of around two weeks since teaser and a week after official launch.2 0.40 0.5 14 paisa 27 14 paisa 30 F&F plan (Rs/min) 1.50 0.2 2 1.9 1.60 0. We must say that M9 did create a lot of hype in the prelaunch phase on social media.5 13 paisa 15 14 paisa 22. M9 is not just a package but altogether a new experience. INTRODUCTION 1. M9 price plan (Rs/min) 2. an industry first service that no one has yet thought of! Keeping the tradition alive and touching new heights of customer satisfaction and service innovation.1. combined with the product offering endow a new personality to the Package. Means with M9 you don’t have to wait for special scheme to put your SIM back and enjoy free benefits rather keep using M9 and enjoy daily! So what’s your plan? The price plans and other details of packages that come in M9 are given below.45 4 .7 1.5 1.05 1.4 1. Zong had officially launched M9 a week back.6 0.1 Background After the teaser launch of Zong’s M9 towards year 2010 end. Zong is bringing to subscribers a new Package plan that will appeal to the internet users of Pakistan in general and the educated. M9 has managed to have 15.95 0.9 0.3 M9 pricing details GPRS Monthly fee (per 8 KB) (Rs/month) 11 paisa 0 8 paisa 0 8.80 0.2 1 0.6 1.
5 Limitation: This research will conducted for academic purpose with the limited resources.5 1.Plan Details Option-1 Option-2 Option-3 Option-4 Option-5 M9 price 100% 75% min & 50% min 25% min 100% plan min 25%sms & 50%sms & 75%sms SMS (Rs/min) Min Min SMS Min SMS min SMS SMS 2.4 1. • What is the current position of the Zong 9m mobile in the market? • What are the lapses in promotion campaign of Zong m9 mobile network? 1.2 2 1. 5 . What do you think of them? 1.2 1 0.2 Problem Statement: To analyze the impact of promotional campaign over the sale of Zong m9 Mobile 1.4 Purpose: The purpose of the research to understand the roll of promotional campaign in the sale of any product particularly we analyze the impact on the Zong m9 mobile network.8 1. the sample sizes is also limited & convince sampling will be preferred by researcher due to lack of time.3 1.7 1. 1.6 1. • To identify that either Zong m9 getting desire result from its promotional campaign. the packages are confusing to an extent for general population.9 1.3 Objectives of Research: • To understand the importance of promotional campaign for Zong m9 mobile network.9 31 25 22 20 19 17 25 18 11 23 19 17 15 14 13 18 14 8 23 18 15 15 13 13 11 7 3 16 13 11 10 10 9 12 9 6 45 35 30 30 25 25 22 13 6 8 6 6 5 5 4 6 5 3 68 53 45 45 38 38 32 20 10 90 70 60 60 50 50 43 27 13 - Daily benefit One free min on using 1 min 1 free min on using 2 min 1 free min on using 3 min 1 free min on using 4 min 1 free min on using 5 min 1 free min on using 6 min 0 - If I had to give a personal opinion.
on the other hand.. Because they have been shown to have a significant sales impact. coupons. p. Generally. Egwuonwu Ent. contests. premiums. and frequent-buyer programs) are widely employed by manufacturers and retailers. sales promotions (e. In1992 alone the total promotional spending was $177 billion and this spending is growing at an annual rate of 8 percent (Promo. during and after promotion for 1998 and 1999 promotion were compared and analyzed using the chi-square. A. during and after sales promotion for period under review. April – June 1998 Sales Volume of Sales Volume of Sales Volume of S. Table 3: Sales volume before. samples. coupons are widely used to discriminate between more-price-elastic and less-price elastic consumers and sampling is used to induce trial so that some of the consumers who try the brand can be motivated subsequently to purchase the product. Customer promotion promotion. advertising. promotion (cartons) (carton) (cartons) 1. This heightened scrutiny puts intense pressure on marketers to develop and implement promotional programs that can add value to their corporations within the constraints of tighter budgets. promotional expenditures are being examined closely by top management as one of the most promising areas left for cutting costs and increasing profits. Jackson Ent. 573). On one hand. A. and sales promotions because they have long been among the most challenging marketing costs to analyze or justify on a profit versus cost basis (Anderson et al. each sales promotion tool is used to achieve a unique objective. viz.. One promotional element attracting intense scrutiny is sales promotion which consists of a diverse collection of mostly short-term incentives designed to motivate consumers or the trade to purchase a product immediately and/or in larger quantities by lowering the price or adding value (Lamb et al. 1992. 150 300 360 4. 502-5). & Sons Ltd 800 2000 2500 2. 1996. and expand overall sales. public relations. Name of outlet / 3 months before 3 months during 3 months after No. Hence. the highly competitive market place compels marketers to increase their spending on the promotional mix.g. accelerate purchases. pp. 250 800 900 6. While. stockpile the promoted product.. Other objectives of sales promotions are to induce brand switching. LITERATURE REVIEW Businesses today are continually looking for ways to improve the effectiveness and efficiency of their operations. 1994). Coming under increasing pressure and scrutiny are promotional expenditures. Pa Chike Ventures 400 700 800 3. For example. there is a crucial need to re-examine how promotional dollars are spent. simultaneously. personal selling. Two conflicting developments are forcing marketing managers to rethink their Promotional strategies. Impact of Promotion on Sale Effects of Sales Promotion on Sales Volume Data of sales volume before. Ejinkeonye Store 200 800 1000 6 . Igwe Stores 600 900 903 5. point-of-purchase displays.2.
1320 1500 1560 Stores 3. 500 700 850 Stores 7. April – June 1999 S. Customer 3 months before 3 months during 3 months after promotion Promotion. during and after sales promotion for the period under review. Madam Uju 400 600 700 Source: 1998 Company’s Sales Record 7 . Goodway Stores 900 1000 1050 9. Agans Ventures 30 Source: 1998 Company’s Sales record 400 500 65 40 506 506 72 52 Table 4: Sales Volume before. Galaxy Stores 200 8. Rose Stores 400 5500 600 8. Mrs. Name of outlet / Sales Volume of Sales Volume of Sales Volume of No. Nzegwu 650 700 880 Peace Trading 6. Obioma Stores 40 10.7. Obitex stores 1000 1400 1600 Adionyemma 2. Goddy Stores 100 9. Regina Udo 350 415 460 10. Omega & Sons Ltd 950 1300 1500 5. promotion (cartons) (carton) (cartons) 1. Chidex Venture 1150 1350 1550 4.
METHODOLOGY 3.5 Setting the variables With in our research we have three variables one dependent variable one independent & one moderating variable…. 3. 3. 3. 3.2 Research Design: The casual study will be done for checking the impact of promotion on sale volume for Zong m9.1 Theoretical framework: After problem statement next stage to develop the theoretical frame work for our research which based on our three variables dependent. & personal observation…. 8 . website.3. Secondary data: The secondary data will be collected from the ten different research articles.3 Sample size: The sixty students of federal Urdu university are selected randomly form three different departments of university to conduct the research.. Dependent variable: Sale volume of Zong m9 is our dependent variable Independent variable: Promotional campaign is our independent variable Intervening variable: Persuasive promotional mix campaign is our intervening variable.4 Data collection method: Primary data: The 15 close end questionnaires will fill by the sixty respondents. Zong m9 official website. The intervening variable will force customer to act positive like persuasive ads create the unique image in customer mind which allows companies to build the successful customer relationship with customer. Independent Variable Promotional campaign Intervening variable Persuasive Promotional mix Dependent Variable Sale volume Zong m9 Defining relationship: Sale volume is our dependent variable it depends on the promotional campaign if the effective promotional campaign is done by introducing the intervening variable we will get the positive results. independent & intervening variable by evaluating them we get the answers which will be helpful in our research conclusion.
.6 Developing hypothesis: Hypothesis can be set as fallows…. If null hypothesis comes true it will verify that there is negative relationship between two variables which shows that promotion campaign is effective for Zong m9 mobile network. Null Hypothesis: H0 = The promotional campaign was ineffective. its doesn’t requires the intervening variable since its current promotional campaign is effective to increase the sale volume. Alternative Hypothesis: H1 = The promotional campaign was effective. 9 .3.
2008. Sydney.com.REFERENCES: Andrew J. Massey School of Marketing.. No. 2.com/2011/01/zong-m9-now-available-got-superb-response/ http://www. Department of Marketing. Concepts and strategy guidelines for designing value enhancing sales promotions By: Srini S. A study of relationship effectiveness between marketing and sales managers in business markets By: Philip L. Wolverhampton.purepakistani.. Journal of Agriculture and Social Research (JASR) Vol.html 10 .pk/ http://www. 8.pk/index. Drexel University….com. University Technology. And: Graham R. University of Wolverhampton.com/m9byzong http://www. Dawes Wolverhampton Business School. Australia http://www. (2008). UK.com/2011/01/m9-zong-m9-package-detail/ http://telecomnewspk. Srinivasan Assistant Professor.m9.zong. “Effect of Sales Promotion on the Volume of Sales of AgroProduct”.facebook.