This project work is intended to deal with the application of promotional strategy to marketing and its contributions to achievement of organization goals with particular focus on the Nigerian hotel industry (wing Kwara hotel as a case study).

1. IMPACT OF PROMOTIONAL STRATEGY IN THE HOTEL
INDUSTRY
INTRODUCTION
1.0 This chapter is intended to discuss certain vital element in
marketing known as the “marketing communication mix”. The
purpose of the study will be discussed. Attempts will be made
to identify problems of the organization (i.e. Kwara Hotel),
upon which hypothesis will be formulated to be analyzed in
later chapters. The aims, objectives and significance of the
study will also be discussed, and a brief historical background
of the organization.
Promotion is marketing involves the designa dn communication of
information about the existence, the nature and the usefulness of a
business organization and or its product or service to a given
market audience or the society at large. Through promotional
activities an organization seeks to inform its existing and potential
customers of the desirable elements or special attraction of its

2. product. Since the large of the selling organization is intricately
interwoven with its products, additionally, a business organization
through promotion creates for itself the desirable impression in the
minds of its customers and its community. Buyers patronize
products or services because of their believes in the qualities of the
product as well as, having confidence in the ability or the firm to
make reliable and functional product or services.
As an economy shifted from of the relative scarcity to one
comparative abundance as both the number of consumer and the
number of producers grew, moreso, completion for consumer’s
money intensified, a need emerged for planned, controlled
marketing communications.
Over the years, the transmission of information about
products to potential buyers in a manner designed to prompt
positive action has grown increasingly sophisticated. We (marketers)
have developed good ways to communicate. We have learned to
identify and segment market. We have made intensive studies of
motivation and buyers psychology or consumers behaviour. We
have home to rely increasingly on marketing research as opposed to

3. hunches. And we have come to depend on planned communications
to arouse attention, stimulate interest, generate desire and motivate
action. Most firm on longer operates on the principles that all you
need is a “good product” sell itself. Modern marketing therefore,e
calls for more than developing a good product, pricing it attractively
and making it available to target customers.
Organization or marketing organization manages a complex
marketing communication system. The organization communicates
with its middle men, customers and public. To communicate well,
organization wires advertising agencies to develop effective, sales
promotions specialist to design sales incentive programmes, and
public relation firm to develop their corporate image. They train
their sales people to friendly helpful and persuasive. For many
organizations, the question is not whether to communicate, but
know how much to spend on communication and in what ways.
The goals of specific communication and in what ways may
include selling more of products to existing customers, selling the
product during off seasons, increasing sales by promotion new uses

4. for the product and so on. While, some firms have money than
others to spend for promotion, on firm has unlimited resources.
Therefore, each company must determine for itself which of
those goals are most important and how much it can afford to
spend to reach them.
ABSTRACT
This project, work is intended to deal with the application of
promotional strategy to marketing and its contributions to
achievement of organization goals with particular focus on the
Nigerian hotel industry (wing Kwara hotel as a case study).
Attempts will be made to discuss certain vital elements in
marketing known as the “marketing communication mix” or the
“promotion mix”. The purpose of the study will be discussed.
Attempts wil be made to identify problems of the organization (i.e.
Kwara hotel) upon which hypothesis will be formulated to be
analyzed and interpretation to the hypothesis and data will be
stated in clear terms. The aims, objective and significance of the
study will also be discussed, and a brief historical background of
the organization.

5. Furthermore, conclusion and recommendation will be put
forward in order in develop a more standard way of enlightening the
public the more.
Promotion is a coordination of all seller initiated efforts to set
up channel of persuasion and communication in order to facilitate a
sale of the product or the acceptance of an idea. An effective
promotion should arouse attention, stimulate interests, generate
desire and motivate action of consumers and potential consumer in
a product or brand. It persuade people and finally sells the product.
Marketing calls for more than developing a good product,
packaging the product, pricing it attractively and making it readily
to the consumers. The company must design and disseminate
information about the product existence, features and terms and
how this will disseminating information to the target customers. It
must communicate effectively with other parties in the task
environment for example dealers or suppliers and also with major
external publics for example the stock holders or the financial
comities and with internal public e.g. management, directors, sales
force and the employees.

6. To communicate well, organizations involve themselves in
advertising, sales promotion, personal selling and publics. For
many organizations, the question is not whether to communicate,
using any of the above tools, but how much to spend and in which
of the tools above.
A study of promotion is relevant to different type of
organization. Promotional activities are undertaken by commercial
enterprises, trade association’s educational institutions,
government bodies, charitable organizations, political parties and
many others.
While some firms have money than other for promotion,
spending, no firm including Kwara hotel has unlimited resources.
Therefore, they most determine for themselves which of these goals
are much important and how much it can afford to spend to reach
them. However, after completion of their research project, the
organization of Kwara hotel is expected to benefit from it in great
measure.
EDITOR SOURCE: Impact Of Promotional Strategy In The Hotel Industry