PROMOTION AS A MARKETING TOOL IN A COMPETITIVE MARKETING ENVIRONMENT IN NIGERIA (A CASE STUDY OF UNILEVER NIGERIAN, PLC)
TABLE OF CONTENTS
Table of contents
CHAPTER ONE: BACKGROUND TO THE STUDY
1.2 Statement of problems
1.3 Aims and objectives of the study
1.4 Significance of the study
1.5 Scope of the study
1.6 Limitations and constraints to the study
CHAPTER TWO: LITERATURE REVIEW
2.1 Concept of competitive market Environment
2.2 Characteristics of competitive market
2.3 Strategies for meeting competition
2.4 Concept of promotion
2.5 The promotion tools
2.6 Factors determining the choice of promotion mix
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Research Population and Sample
3.2 Research Design
3.3 Instruments of Data Collection
3.4 Administration of Instruments
3.5 Method of Data Analysis
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Brief History of product Promotion in Unilever Nigeria, UN Plc
4.2 Unilever’s Products and the nature of their Market
4.3 Promotional objectives of Unilever’s Products
4.4 Promotional Tools employed by the company
4.5 Factors influencing the promotional mix Decision in Unilever
4.6 Effect of the promotional mix in the company in the competitive market environment
CHAPTER FIVE: SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
5.0 Summary of Findings
BACKGROUND TO THE STUDY
AGGRESSIVE PROMOTION AS THE INSTRUMENT OF COMPETITIVE IN THE MARKET
The need for promotion is based on the fact that in a marketing environment, strong competition is becoming the order of the day for marketers to attain corporate objectives of consumer satisfaction at a profit. According to Kotle (1997), Marketing can be defined as managerial or corporate activities that identity the needs and wants of consumer at organization goals. An adequate promotional objective must be set and rigorously pursued for sound performance.
Any firm existence depends majorly on the ability to manage its environment, in the face of strong competition and one of the major instruments being used which is the outstanding strategy which cannot be undermined.
The promotion can come as a result of situational analysis of the competitive environment, competitive advantages of firms targets and advance and communication medium.
The promotional method used and extend of promotion is essential to this study, therefore it intends to examine the different promotions and promotional strategies that can be used to attain this objectives.
The function of Unilever Nigeria Plc as the case study of the proposed study would be examined with a view to identifying the latest development and the present competitions that is going on among them and its problems and recommending ways of solving these problems.
1.2 STATEMENT OF PROBLEM
The problems this study intends to solve are the problems of irregularity and inconsistence in promotional activities such as over pricing in promotional activities, environment issues in competitive market.
This study will pin-point uncontrollable and controllable factors that affect the promotional tool in marketing environment.
Finally the improper counter-attack of the language used in promotion by other competitors in carryout their promotional activity will be analysis by this study.
1.3 AIMS AND OBJECTIVE OF THE STUDY
A company may have the best designed product, the most system of distribution and the fairest price, but the company’s product will not sell If the customers are not aware of its existence.
Hence, promotion is a critical element in any marketing strategy, since proper promotion sustains the other controllable variable:
The impact of promotion in a firm is what the study seeks to portray in the use of Unilever Nig Plc respectively in the face of strong competition in line of markets.
This study intends to identify the problems and limitations of effective promotions in the face of competitions in the market.
This study also seeks to know the different competition that is going on in the market and ways of application of promotion and the right time to adopt a particular promotions and the target audience at the market.
This study hopes to cover the various promotional approaches that the firm can adopt in a competitive marketing environment.
So as to achieve a significant result in al the promotional activities.
Additionally, this study also focused in promotional activities like communication. The major promotional objectives are to inform, persuade and to effect the potential consumer knowledge and attitudes about a product in the face of aggressive promotions.
The study finally will make recommendation which if implemented will go a long way in providing the functions of promotions in a competitive marketing environment.
1.4 THE SIGNIFICANCE OF MARKETING
Marketing is very important to the success of business since it contributes greatly to the growth of organization. Production and distribution depends largely in market.
Marketing covers advertising, promotion, publications, personal-selling and sales. It is the process of introducing and promoting the products of Unilever and facilitates intention purchase of the product by consumer.
The goals of marketing is to make the product or services widely known and recognized to the market, marketers must be creative in the marketing activities in the competitive market of nature business getting the products noticed and accepted by the potential buyers.
There are various types of marketing approach this are personal selling, face to face contacts, radio broadcast e.t.c.
Marketing helps to boost product sales apart from public awareness about company products and services it helps to boost sales and revenue growth.
The following are the importance of marketing to an organization:
* Marketing builds company reputation
* Marketers aims to create brand name recognition and products recalls.
* Marketing facilitate buying intention of the consumer purchase
* Marketing builds an understanding relation between customer and organization
TO THE SOCIETY
The society comprises both controllable and uncontrollable factors. Controllable factors are internal elements and uncontrollable factors are competitors, customers, government, weather and forces, all these factors are determinant to the success of an organization.
Society is always very sensitive in response to certain products because they believe in purchase power.
Promotion drive facilitates purchase intention of society to patronize the product.
Vulnerability of environment needs constant promotion to facilitate the customer purchase.
The following are importance of society.
a. It will help the society to know newly introduced product
b. It will increase their knowledge about uses of product.
c. It will allow the society to differentiate the competitors product.
d. It will educates the buyers about new product.
e. It will also be an incentives opportunity of getting free and at discount rate.
THE SIGNIFICANCE TO RESEARCHER
The writer will benefit from the project because it will be an exposure and the writer will know promotion programmes.
It will also improved students skills and knowledge about promotional activities.
It will improve student practically aside class room work.
THE SIGNIFICANCE TO CASE STUDY
This research will be importance to the company Unilever Nig Plc in the following ways.
a. It will increase the profit margin of the company
b. It will increase the growth and stability of market share
c. It will allow the company to demonstrates its new products to the customers and potential buyers
d. It will improve the production and sales volumes of the company products
e. It helps the company to keep relationship with existing customers and new customers.
f. It helps the company to know the grievances about already used product and improve on the complains
g. It will helps the company to modify a products and introduce new ones.
1.5 SCOPE OF THE STUDY
The scope of this study is promotion: A useful marketing tool in a competitive market environment in Nigeria, Unilever Nigeria Plc, RC 113, 1, billings way. Oregun, Lagos state Nigerian was used as a case study which would give more information about the usefulness of promotion in a competitive market.
The case study Unilever Nig Plc situated in Lagos in industrial area of Oregun Lagos and the information would be needed in this research work would be gathered within the area of Oregun Lagos state from the period of February to July 2011.
1.6 LIMITATIONS AND CONSTRAINTS
This study is focused on the promotion: a useful marketing tool in a competitive market environment in Nigeria Unilever Nig Plc as a case study.
However, the limitations of the study is as follows:
Firstly, financial hardship was seriously experienced during the execution of the project. In fact, the research was fully responsible for the sponsorship of the project.
Also, the attitude of the executive of Unilever Nigeria Plc was not encouraging. In fact, the manager deliberately withheld the necessary information relating to the fact and figure needed and such information mighty be used during the research work.
Perhaps, the managers failed to released the full details of promotional budget allocated for promotion program due to what he called confidential document to the company and restriction he order in getting to meet some staff.
Finally, with these limitations, the researcher has been able to judiciously use the information at it’s disposal for the production of his final project work..