EFFECTIVE MARKETING STRATEGIES FOR COLOUR PHOTO PROCESSING SERVICES

(A CASE STUDY OF JONATEX ULTRA MODERN COLOUR LAB NKPOR)

By

NWANKWO ESTHER NKEMDIRIM

Presented To

Department of Marketing

    The research topic is the Effective Marketing Strategies for colour Photo Processing Services, using Jonatex Ultra Modern Colour Lab, as a case study.   The study was motivated by the necessity to find out why Jonatex have been successful within its short period of existence.
    Three hypotheses were formulated, to test for hypotheses.

a)    Whether marketing strategies used by Jonatex lead to increase awareness of the company services.
b)    Whether marketing strategies used by Jonatex lead to increase of sales of the company.
c)    Whether marketing strategies used by Jonatex lead to the company’s increase of profit.

To solve, the problems both primary and secondary data were collected.   The research instrument used in collecting data were questionnaires journals and magazines for secondary data while interviews were for primary data.   The respondents comprised of the staff and the consumers of the company’s services.
In organizing and presentation of data collected, tables’ percentages and frequencies were used.   Data analysis and interpretation gave the following findings.
Most respondents agreed that marketing strategies used by Jonatex lead to awareness creation of the company.   And also rated the quality of Jonatex prints as been good, appealing inviting, enticing attracting and appending it with a moderate price.
Most of the respondents rate distribution channels used by Jonatex as being satisfactory.
Most of the personnel respondents agreed that strategies used by Jonatex does not account for increase of profit for the company.  While the marketing strategies used by Jonatex account for increase on sales.
Based on the findings, the researcher recommended that:

1)    As part of effort by Jonatex to increase sales, the company should embark on designing the overall services delivery system, training and manpower development, that will show remarkable improvement on their employees to help boost sales.
2)    The company should create more channel strategies to save customer’s time in terms of distribution and collection.
3)    As part of the effort by Jonatex to increase its profit, seminars and workshops with current and up to date information on how better the company should be more profitable than other photo processing firms, they should embark on practicing responsive responsible marketing.
4)    Jonatex Ultra Modern Colour Lab should try more to maintain good customer relationship and embark more on practicing marketing culture.

The conclusion of the study, is that although Jonatex Lab, been successful within its short period of existence, because of its distribution strategies and better quality which have made the company to have competitive edge over its competitors.

Title Page
Approval Page
Dedication
Acknowledgment
Abstract
Table of Contents

CHAPTER ONE:   
INTRODUCTION
1.1    Background to the Study
1.2    Statement of Problem
1.3    Objectives of the Study
1.4    Formulation of Hypothesis
1.5    Significance of the Study
1.6    Scope of the Study
1.7    Limitation of the Study
1.8    Definition of Terms.

CHAPTER TWO
2.1    Literature Review
2.2    Characteristics of Services
2.3    Marketing Mix of Services
2.4    Marketing Concept and Service Marketing
2.5    Approaches to Improving Services Productivity
2.6    Customer Driven Approaches to Improving Productivity
2.7    Marketing Strategy Adopted in Photo Processing Service
2.8    Ways of Sourcing Raw Material as Needs by Jonatex  

CHAPTER THREE:        
RESEARCH METHODOLOGY
3.1    Sources of Data
3.2    Population of Study
3.3    Sample Size Determination
3.4    Research Instrument Used
3.5    Questionnaires Administration
3.6    Method of Data Analysis

4.1    Presentation, Analysis and Interpretation of Data
4.2    Test of Hypothesis

CHAPTER FIVE:   
SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION
5.1    Summary of Finding
5.2    Recommendations
5.3    Conclusion
BIBLIOGRAPHY
APPENDIX