The UTC PlcNigeriashould identify the best marketing channels which can provide them with best results. Research analysis provided that companies use different types of marketing channels for different purposes. While companies like Sears and Wal-Mart have made use of the daily store data to identify customer purchase trends and target the customers with customized direct marketing tools, others like Macy’s and Target have made use of print and television based to market themselves to the target market.
The population targeted by the UTC Plc is one that cannot afford to purchase luxury items and a prestigious image on a routine basis. As a result the company should target the market using direct marketing efforts and through radio spots. Heavy investment in television commercials would not be recommended as the number of households owing a TV is very limited inNigeria. This way the company can launch its seasonal sales promotions and new lines of products for the customers in an efficient manner.
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