Marketing New Products and SMEs Performance in Kano Metropolis (Published)
This project work focuses on the effect of marketing new product on SMEs performance in Kano Metropolis. The impact of those challenges in relation to the four Ps of marketing was also investigated. The study also examines the extent to which promotional devices, advertisement in particular have positive effect in marketing new product. A total of 381 consumers of three small scale enterprises selected, were drawn from the population and a questionnaire was administered to them, in order to achieve the objective of the project. The study found that product benefit significantly affects the patronage of new product by the consumers, price significantly affect the patronage of new product by the consumer and effective promotion significantly affect the patronage of new product b consumers. The study recommends that the management of the SMEs should take into cognizance of the need to improve quality of their product in order to attract more market share; the present level of advertisement should be intensified to include personal selling and house selling, especially in rural areas where level of awareness is very low, since the success of any personal selling depend on the caliber of the sales forces, the company’s sales force must be highly trained as performance high level of self-confidence, energy derive, intelligence and good manners and the company cannot dissociate itself from the economic life of the community it is serving. So the marketing philosophy should be defined in term of the social responsibility. This social responsibility to the community being served should be seen in terms of how it mobilizes and making it available essential social needs to the community.
Keywords: Marketing Strategies, Performance, Product development, Small and Medium-Enterprises (SMEs), market penetration, new products