CHAPTER ONE
1.0
INTRODUCTION
1.2
BACKGROUND OF THE STUDY
Innovation and existing products are valueless to the study unless they are bought
out of the factories the value of only when knowledge of the product is dispersed to those
who can use them, or who will buy it. Marketers need to identify as many characteristics
of potential buyer as possible i.e what they like, how and why the buyer, what they buy
e.t.c.
A company can produce best product, package it wisely and appropriately,
distribute it wisely and position such product to the consumer’s best appeal. All these
marketing skills will be a waste if nobody knows the significance of such efforts that
have been put in place; the most important thing is that the matter is getting the product
to the 2otice potential customers.
Production is the most important and difficult task that the society faces. Based on
this, marketing planner must design the promotional strategy with mixed because the
development of promotion provided the means satisfying our basic needs for survival
foods, water, clothing and shelter instead, most purchasing revolutions around satisfying
wants.
Needs therefore stimulate a greater derive within customers and so goods and
services that satisfy needs, tend to sell the missellers but with the huge number and
variety of wants marketing, the market place customers need a great deal of information
in order to satisfy their needs this is an affluence society there is a greater need to
stimulate exchange hich is accomplished through promotional strategy.
1.2
STATEMENT OF THE PROBLEM
The problem statement that necessitated that write up of this project work is as
follows:
1.
What strategies of promotion can be put in place to penetrate the market and have
a large share of the market?
2.
What are the problems in production and what are solutions to the problem?
3.
How can the company become more competitive with other companies in the
same line of business?
4.
How to increase sales of thee company’s product to ensure a favorable climate for
future sales.
1.3
OBJECTIVE OF THE STUDY
The objectives of this study are as follows:
1.
To examine the impart of promotional strategies on market share enhancement.
2.
To examine the various products produced and its effect on the company image.
3.
To identify the problems of the production and its solution.
1.4
SIGNIFICANCE OF THE STUDY
This study will enable me to asses critically the effect of promotional strategies
enhancement of the company. It will furthermore afford the opportunity to asses the
consequential losses to the company if any, as a result of these problems, and to make
useful suggestion based to the finding of my research, with respect to be posible solution
to the started problems. This is the essence of the research work to the end; I have
complied some hypothesis to be tested, which will be shortly discussed.
1.5
SCOPE AND LIMITATION OF THE STUDY SCOPE OF THE STUDY
The research work tends to analyze the impact of promotional strategies on the
market shares enhancement in a manufacturing concern.
The scope of the study will cover the activities of Unilever Brother but only the
selected products would be considered so also the study will also pay particular emphasis
on the following promotion mix.
• Personal selling
• Advertising
• Sales promotion
• Public relation
• Publicity
Similarly, the scope of the-study would also include promotional strategies used
by Unilever and find out if they favour the company or not.
This research work will also focus on how useful the promotional strategies are to
the management of Unilever Nigeria plc.
LIMITATION OF THE STUDY
1.
Lack of adequate literature especially on the subject matter.
2.
Huge financial involvement: This ideal with much involvement in terms of
financial problem.
3.
Time constraint; There is a limited time for the research work.
1.6
RESEARCH HYPOTHESIS
1.
Ho- There is no significant relationship between promotion strategy and volumes
of market share of the company.
2.
Hi- There is significant relationship between promotion strategy and volume of
market share of the company.
3.
Ho- There is no significant relationship between promotion strategy and consumer
buying behaviours.
4.
Hi- There is significant relationship between promotion strategy and consumer
buying behaviours.
1.7
RESEARCH QUESTION
The research question to be addressed in this study will study
1.
Does promotion increase the organization profitability?
2.
Does promotional strategy have any effect on an organizational DATE volumes?
3.
Does promotional strategy of the company have any effect on the product?
4.
Does the company have any competitor in market?
5.
Does the company promote any of their products?
6.
Does promotion have influence on the rate of how people behaviours of
consumers?
1.8
DEFINITION OF TERMS
STRATEGY: A system or tactics used by companies to entice consumer to purchase the
company’s product.
ADVERTISING: Any paid from of new personal presentation of idea of goods and
services by identifying sponsors.
CONSUMER GOODS: Goods brought by final consumer for personal consumption.
MARKET: A market is a group of individual or organization, who may want a good or
service being offered for sales, they must have purchasing power and willingness to
spend their money.
MARKET CONCEPT: This is when an organization directs its marketing plan towards
the market segment or a group of buyers.
MARKET SHARES: This is the part of the whole mass market this is loyal to a specific
brand of a product or the total member of consumer that a company successfully wins in
the mass market.
PROMOTIONAL: This involved various actually and effort that a company renders to
see to the sales growth and to create awareness and eventually enhance repeat purchases
by customer.
MARKET TARGETING: This is when organization direct its marketing plan toward to
the market segment or a group of buyer.
PROMOTION STRATEGY: This is a sort by business organization in order to iift
demand strategy include awareness trial acceptance and preference.
1.9
HISTORICAL BACKGROUND AND ORGANIZATION STRUCTURE
Unilever Nigeria Plc, a well known company was established in 1923. Its
establishment met few organization in the country then, there was a little or no stiff
competition among them. There was less need for them to promote their goods during
period they have not been able to control their channels of distribution because of the
choice of distribution structure in the country. This lack of control manifest itself in
multiple pricing for their product in a given locality and higher price over and above
reasonable difference occasioned by location differences.
Now that there is competition among different company compelling for there own
share, a lot of marketing researches been given on a lot has also been discovered by
Unilever plc, with all the discoveries in possible running others and penetrating into their
competitors customers ought to know more about products, this is an efficient society
there is a greater need to stimulate exchange, which accomplished through promotional
strategies activities.
To problem under investigation is the issue of how effective is promotion, how it
affect the buying behaviour of consumer especially its effect on consumer of UNILEVER
NIGERIA PLC. Unilever Nigeria plc has its head office located in Lagos State and come
other office can be found in many part of the country.
Unilever plc, have built a large palm kernel nut at Aba, factory to improve the
supply of vegetable oil an essential raw material on our soap and edible production. It is
also marketing investment in oil palm plantation to improve local sourcing.
Unilever plc range its quality product is distributed and said it unit form prices all
over the country through an established and tested distributed network using appointed
distributions supervised by well trained sales force.