THE PROMOTIONAL STRATEGIES OF A NEW PRODUCT (A CASE STUDY OF AUSTIN LAZ AND COMPANY PLC, BENIN CITY)

Abstract

The study examined to promotional strategies of a new product in Austin has and company is generally believed that advertising increase the awareness of a new product into the market. It is shown in the project that to a reasonable extent, that profitability, is dependent on the advertisement of a new product into the market. It is shown in the project that to a reasonable extent, that profitability, is dependent on the advertisement of a new product. Basically it is concluded that advertising can be the best promotional tool for marketing a new product. �In order to achieve the objectives of the study, the researcher employ simple percentage & chi-square statistical techniques. Based on the analysis, we found that, despite the significant contribution of advertising in the new product development & marketing process, the effectiveness of advertising in Austin Laz & Company plc is affected by inadequate qualified marketing personnel, inadequate budget allocation to the marketing department of the company.� � We therefore recommend that the company, should continue in its intensive advertising to cover a wide range of its product and Organize marketing seminars and workshop of both management &executive, and staff.

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urn:uuid:da334033-0db3-4ba8-907e-c256edc4563a