EFFECTIVE MARKETING STRATEGIES FOR IMPROVED PERFORMANCE OF NON-DURABLE CONSUMER PRODUCTS

ABSTRACT

This research project is very crucial study for Unilever 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: To identify marketing strategies that can be implemented in order to increase the sales and profitability of the product. To determine whether the pricing methods of LBN has helped to increase sales of Omo detergent. To determine whether distribution method of LBN has helped to increase its sales. 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: Maintain or ever enhance the high quality of Omo detergent. Conduct periodic regard studies to assess how the product is performing in the market. Conduct periodic research studies to assess how the product is performing in the market. Set of consumer panels to give feedback information in the products performance. Maintain good supplies of the product with distribution to satisfy consumers’ demand. 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.

TABLE OF CONTENTS

Title page         -       -       -       -       -       -       -       -      i

Approval page -       -       -       -       -       -       -       -       ii

Dedication       -       -       -       -       -       -       -       -       iii

Acknowledgement    -       -       -       -       -       -       -       iv

Abstract   -       -       -       -       -       -       -       -       -       v

Table of contents     -       -       -       -       -       -       -       vi

List of tables    -       -       -       -       -       -       -       -       ix

List of figures   -       -       -       -       -       -       -       -       xii

CHAPTER ONE

INTRODUCTION      -       -       -       -       -       -       -       1

1.1      Background of the study -       -       -       -       -       1

1.2      Statement of the problems       -       -       -       -       5

1.3      Objectives of the study     -       -       -       -       -       6

1.4      Research question/Hypothesis        -       -       -       -       7

1.5      Significant of the study    -       -       -       -       -       8

1.6      Scope of the study   -       -       -       -       -       -       9

1.7      Definition of terms   -       -       -       -       -       -       11

1.8      Limitation of the study     -       -       -       -       -       12

CHAPTER TWO

LITERATURE REVIEW   -       -       -       -       -       -       14

2.1      Theoretical review    -       -       -       -       -       -       14

2.2      Nature of marketing         -       -       -       -       -       -       16

2.3      Product strategies    -       -       -       -       -       -       18

2.4      Objective of marketing strategies     -       -       -       21

2.5      Problem of marketing strategies       -       -       -       23

2.6      The component of marketing strategies   -       -       29

CHAPTER THREE

RESEARCH METHODOLOGY-       -       -       -       -       33

3.1      Sources of data collection        -       -       -       -       -       33

3.2      Population of the study    -       -       -       -       -       33

3.3      Sample size determination       -       -       -       -       34

3.4      Sample techniques --     -       -       -       -       -       46

3.5      Instrument for data -       -       -       -       -       -       46

3.6      Method of data treatment and analysis    -       -       46

3.7      Questionnaire allocation and administration  -       47

CHAPTER FOUR

PRESENTATION AND ANALYSIS OF DATA   -       -       49

4.1      Presentation Interpretation and analysis of data.    49

4.2       Testing of hypothesis      -       -       -       -       -       68

CHAPTER FIVE

DISCUSSION OF FINDINGS, RECOMMENDATION AND CONCLUSION-       -       -       -       -       -       -       -       69

5.1      Summary of findings       -       -       -       -       -       70

5.2      Recommendations   -       -       -       -       -       -       72

5.3      Conclusion      -       -       -       -       -       -       -       74

Bibliography    -       -       -       -       -       -       -       

Appendix         -       -       -       -       -       -       -       -