Sample Essay

The marketing programs of the UTC Plc Nigeria are based on the advertising campaigns, direct marketing, and in store marketing. The advertising programs launched by the UTC PlcNigeriaare conducted through the mass communication media of television, radio, newspaper and print magazines. The most successful medium reported by the management is that of the radio. The direct marketing of the marketing program is also invested in by the UTC Plc company. The company targets the target market with direct marketing programs where the company provides samples of the various brands of the UTC Plc as well as those sold in its stores to the potential customers.

The samples are disbursed with leaflets and along with formal advertisements in the newspapers. The company also makes use of the in store marketing channel whereby the UTC PlcNigeriaplaces signboards, billboards, and banners on its store property to attract customers and update them on the new offerings and deals in the stores. While on one hand the company is targeting affluent customers through its premium price based pricing strategy and its marketing initiates, the company maintains that its target market is the general urban and suburban population of Nigeria.  However, the company has not invested in establishing a theme or a store image for its outlets. As a result the stores of the company have a general super store feel with multiple products stocked on the shelves in the various departments. The management however has been initiating a move to separate its food products and launch them in their own chain of retail stores.

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