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ABSTRACT
This research project is very crucial study for unilcuer Nigeria Plc.
The study was motivated by the necessity to improve performance of Omo
detergent through effective marketing strategies. This research project
was aimed at the following:
a. to identify marketing strategies that can be implemented in order to increase the sales and profitability of the product.
b. To determine whether the pricing methods of LBN has helped to increase sales of Omo detergent.
c. To determine whether distribution method of LBN has helped to increase it’s sales
d. To determine whether distribution method of LBN has helped to ensure that availability of Omo detergent in the market.
Both
primary and secondary data were collected to solve the research
problem. The population of the study comprised of the personnel of
Unilever Nigerian Plc. The distributors and consumers of Omo detergent.
The research instrument used for data collection were questionnaire,
oral interview, tables, frequencies and percentages in presenting and
analyzing the data collected.
The chi-square statistic was used to test the various hypothesis since this was a test of goodness of it.
From data analysis, the researcher came up with the following findings:
- About 63.4 percent of consumers are satisfied with the quality of Omo detergent in the market.
- The respondents agreed that the price of Omo detergent is moderate.
- About 95.1 percent of consumers are satisfied with the availability of Omo detergent in the market
-
About 96.6 percent of respondents agreed that indirect distribution
system have ensured the availability of Omo detergent in the market.
- About 54.8 percent of those who consumed the product agreed that quality and price are good.
- Distributors agreed that Omo detergent has been well received by consumers and its selling or moving within the market
-
The overall marketing strategies adopted y Unilever Nigeria Plc. Has
helped to increase sales and profitability of the product tremendously
Based on the findings, the researcher recommended the following: the company should: -
1. Maintain or ever enhance the high quality of Omo detergent
conduct periodic regard studies to assess how the product is performing in the market
2. Conduct periodic research studies to assess how the product is performing in the market
3. Set of consumer panels to give feedback information in the products performance.
4. Maintain good supplies of the product with distribution to satisfy consumers’ demand.
5. Improve more on advertising of the product for further stimulate of enhance sales.
The
conclusion of the study is the Omo detergent which is one of the
leading detergent produce by Unilever Nigeria Plc. Has been successful
and in order to keep up its marketing of the product , the company
should use effective marketing strategies.
CHAPTER ONE
INTRODUCTION
BACKGROUND OF THE STUDY
In
Nigeria where the importance of marketing is yet to be fully
appreciated, people talk of marketing their product as if they are
referring to our problem.
A successful marketing operation must rest a carefully though and plan.
The
strategy aspect of the plan should be based on what was known of the
enemy’s strength and positioning the physical characteristic of the
battle ground, the financially of hostile sentiment of those who
occupied the territory, and of course, the strength and character of the
resource available to the commander.
In this business organization,
these is safety on activity where element of marketing and marketing
strategies can not be traced. Marketers must therefore make the right
decision about the four component of the marketing mix, price, product,
place and promotion. These key components must be co-ordinated and more
into a unified effective strategy if their product must reform well in
the market. The analogy of business strategies is direct and useful in
business and in marketing, the terrain is the market place in particular
and economic, potential, social and technological environment in
general. There source are personnel with wide – ranging skill and
expertise as well as factories laboratories, transportation system, and
financial resource and the corporation reputation.
Moreover, the
performance of the product depend largely on the post purchase
satisfaction, whether they satisfied or dissatisfied with the purchase
potential consumer expect to derive satisfaction from the product when
compared with the ones they have previously used.
Depending on the
nature of business, strategy may have other dimension as well. At heart
of any business strategy is a marketing strategy, business exist to
deliver product to the markets to the extent that they serve this
purpose well and efficiently they grow and profit.
Expectation
therefore play a major role in the reaction of the consumer towards a
product, consumes base their expectation o in the information or message
received from sellers, friends another source of information.
All these are the marketing effort, the objective of organisaiton has to be considered, particularly profit maximization.
The
conclusion strategies must reflect all aspect of market and above all,
it must anticipate the action and reaction of competitors.
HISTORICAL BACKGROUND INFORMATION OF LEVER BROTHERS PLC.
There
is no way to treat the history of Lever Brothers Nigeria Plc. (LBN)
without connecting it with Unilever. Lever Brothers (Nig.) Plc, parent
and muti-national company in London. Unilever history in turn limited
with it’s founder William Hesketa Lever.
William H. Lever started at a
tender age of 19 years by 1985, he had stated buying the purest soap
from Local Soap maker. Infact, he was the first man to start selling in
faslets, Wrapping it in bar of specific advertising through local
Newspaper. “No soap does his buyer business than advertising” was his
usual shagan. It is innovation evidently was to lead to modern brand a
product management.
In Nigeria, William Hesketa Lever bought a River Pool forum trading in Nigeria mainly in timber in 1910.
Palm
kennel crushing mill were erected in 1910 at Oposo and Apapa (Lagos).
In 1920 Mr. Lever bought off the Niger Company of r8.6 million. It is
this company that meryed with African and Eastern trading company to
form what now known as the United African Company (UAC) in 1929.
Unilever
extended it’s business activities into Nigeria when it was incorporated
as West African Soap Company (WASC) until 124 at Apapa where laundry
soap of key, Sunlight and Magret brands were first manufactured in 1952.
Lux tablet was introduced, Magerine factory which was registered under
the name Van Beign (Nig.) Ltd, was opened at Apapa.
In 1955, both
WASC and Van Beigh (Nig.) Ltd. formed till today exist as Lever Brothers
Nigeria Plc. Under the same management in 1957, Aba Branch was opened
with a soap factory for the production of laundry soap to start.
Today, Lever Brothers Nigeria Plc. Produce a large variety of product, some of the products like;
a. Cream and Lotion product
b. Oral Care product
c. Baby Care product
d. Hair Care product
e. Fabrics washing/home cleaning
f. Diversify lever/industrial floor care product
g. Beverage/drink product
Lever Brothers Nigerian Plc. Has also bought up the share of
Lipton
(Nig.) Ltd, maker of Lipton Tea Bag and Boncafe Coffee. The performance
of this section is that as early as 1885, Lever Brothers (Nig.) Plc.
Has found a need for marketing strategy and took innovative step in
penetrating the market for the product.
ORGANIZATION CHART OF LEVER BROTHERS PLC.
SOURCE: From the personnel department, Aba, (1997).
STATEMENT OF PROBLEM
Post purchase satisfaction
has always been a major indicator as a level of satisfaction of customer
who used the product in the market. Defective marketing strategies have
contributed towards the achievement of these set of objectives. Well
established and implemented marketing strategies have played a major
role in the success of the business in Nigeria.
Every company which
intends to improve on it’s marketing has to create good marketing
strategies for it’s operation. These strategies of effective should
increase the sales and profitability of such companies and will also
help the company to achieve its goals.
Omo detergent produced by
lever Brother Plc. Has contributed towards the success of the firm in
recent yea due to good marketing strategies mapped out for it. Omo
detergent which is one of the leading detergent ever produced by the
firm has maintained its market share due to good penetration of the
product into the market has however for some time now experiencing some
unfavourable external business environment.
Such as poor sales of the
product, inability of the product do face other competing detergents in
the market and so on. As a result of these problem in which study will
be carried out and adequate recommendation will be made.
OBJECTIVES OF THE STUDY
The objectives of the study includes:
a. To identify marketing strategies that can be implemented in order to increase the sales and profitability of the product.
b. To investigate on the cause of poor sales of the product in the market
c. To determine whether the pricing method of LBN has helped to increase sales of OMO detergent
d. To determine whether the quality of Omo detergent has helped to increase its sales
e. To determine whether distribution method of LBN has helped to ensure the availability of Omo detergent it the market.
f. To determine whether the promotional strategies adopted by LBN has helped to increase sales of Omo.
STATEMENT OF HYPOTHESIS
1. The quality of Omo has not helped to increase it’s sales.
The quality of Omo has helped to increase it’s sales.
2. The price system applied by Lever Brothers has not helped to increase the sales of Omo.
The price system applied by Lever Brother has helped to increase the sales of Omo.
3. The distribution method of LBN has not helped to ensure the availability of Omo in the market.
The distribution method of LBN has helped to ensure the availability of Omo in the market.
4. The overall promotional strategies adopted by LBN has not helped to increase sales of Omo
The overall promotional strategies adopted by LBN has helped to increase sales of Omo.
5. The overall marketing strategies adopted by LBN has not helped to increase sales of Omo
The overall marketing strategies adopted by LBN has helped to increase sales of Omo.
SIGNIFICANCE OF THE STUDY
It can be seen from the
problem stated that Lever Brothers (LBN) major difficulties are
identify with marketing. It is hoped that the study will help the
company to adopt better marketing strategies that will improve the
overall marketing performance of the company’s products and help the
company realize its business objectives.
The recommendations made in
this study if accepted and applied would provide initial step in major
decision on the determination of the present marketing strategies that
can be used to improve the performance of the product (Omo detergent)
and also for victual expansion of the business activities.
The study
also will help the reader know that the success of a business depends on
good marketing strategies so that it will promote good image for the
company and increase their sales revenue.
It will also widen the
researcher knowledge about the various strategies available and how they
can be applied to the company products to improve the performance of
the business.
Above all, the study will also help the people to know
value of marketing strategies and how it can be used to attract new
market customers form existing market.
SCOPE AND LIMITATIONS OF THE STUDY
The study
covers the different effective marketing strategies as regard to the
4p’s for improved performance of Lever Brother’s product with special
reference to management, distributor and consumer of Lever Brothers Plc.
In Enugu metropolis.
There are many problems encountered by the
researchers during the course of writing of this project, the problem
encountered were;
Refusal of Respondent; - The refusal of the respondent to answer some of important question that are relevant to the study.
Journals: - Sympathetically, the school library does not make provision for major marketing journals, the researcher find his way out in order to get current marketing journals.
Financial : - The shortage of funs also affected the number of times, the researcher would have to visit the company in order to be through in examining all the areas pertaining to the degree of past sales of Omo detergent produced by LBN.
Time: - The time delighted to this work was very short as a result of other commitments, the researcher must have gone different places to get more samples about the study.
DEFINITION OF MAJOR TERMS
Marketing: - A social
and management process by which individual ad group obtains what they
need and want through creating and exchanging product and value with
other.
Market: - The set of actual and potential buyer of a product.
Market Penetration: - A strategy for company growth by increasing sales of current product to current market segment without changing the product in any way.
Positioning: - the art of fitting to one or more segment of the broad market in such a way as to set it apart from competition and optimize opportunity for greater sales and profit.
Market challenge: - A runner – up firm in an industry that is fighting hard to increase it’s market share.
Market Strategy Development: - Designing our initial market strategy for a new product based on the product concept.
Market
Leader; - The firms in an industry with the largest market share, it
usually lead other firms in price changes, new product introduction,
distribution coverage and promote spending.
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