ABSTRACT
The project work is designed to
give insight to the effect of branding on product marketing. This is to
enable the reader to appreciate the contributions of branding to business and
the successful operation of development of such firms and industries.
Branding is essential for
advertising effectiveness. This is because it is branding that
distinguishes similar products of different manufacturers. It helps
consumers to establish the brand identity of various producers.
Branding can be defined as of a
name, a term, symbol or design or a combination of these to identify for the
consumer and relates it to brand and product for the consumer and relates it to
brand product design.
The hope of the marketing is to
find or develop a brand name that strongly relates to the personal value
structures of a large segment of the market.
The research work consists of
five chapters.
TABLE OF CONTENTS
CHAPTER ONE
1.0
Introduction
1.1
Background of the Study
1.2
Statement of the Problems
1.3
Purpose of the Study
1.4
Significant of the Study
1.5
Scope and Limitation of the Study
1.6
Research Question
1.7
Hypothesis
1.8
Definition of Terms
CHAPTER TWO
2.0
LITERATURE REVIEW
2.1
Historical Background of Unilever Plc
2.2
Definition of Brand
2.3
Characteristics of Branding
2.4
Types of Branding
2.5
Reasons for Branding
2.6
Brand Decision
CHAPTER THREE
3.0
Research Methodology
3.1
Research Design
3.2
Area of Study
3.3
Population of the Study
3.4
Sampling and Sample Techniques
3.5
Instrument for Data Collection
3.6
Method of Data Analysis
CHAPTER FOUR
4.0
Presentation and Analysis of Data
4.1
Hypothesis Testing
CHAPTER FIVE
5.0
Summary
5.1
Recommendations
5.2
Conclusion
REFERENCE
APPENDIXES
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
Prior independence, Nigerian
citizens depended much on imported goods especially household products which
were made available by the colonial masters and Western Merchants. Then
there were not much local substitute and where there is, they were no match to
the imported goods in quality, hence the preference for the foreign products by
many.
With the attainment of
independence in 1960 came the clamour for another kind of independence economic
independence.
The third and fourth National
development plan was for self sufficiency. The country had to minimize
importation so as to become economically self sufficient. A lot of
efforts had been made towards the promotion of made in Nigeria goods. To
produce goods with local raw materials which was backed by the introduction of
Structural Adjustment Programme (SAP) which embark on local sourcing of raw
materials, food self-sufficiency and encouraging investment in growth.
Marking programmes such as
trade fair are often organized to encourage and give exposure to local
manufacturers. It creates more awareness to the products. It I been
organized by the chamber of commerce and industries.
The product industries included
Unilever Nigeria Plc, Patherson and Zochoms (PZ), UAC and International
Equitable Association (IEA). They produce close products substitutes but
they differentiate their products and secure stronger markets position by use
of brand name.
Branding is essential for
advertising effectiveness. This is because it is branding that
distinguishes similar products of different manufacturers. It helps
consumers to establish the brand identity of various producers. Branding
can be defined as the use of a name, a term, symbol or design or a combination
of these to identify a product.
It identifies the product for
the consumer and relates it to brand and product design.
Brand promotion has advantages
for branders as well as customers. A good brand speeds up shopping for
the customer and thus reduces the marketers selling time and effort. And
when customers repeatedly purchase by brand, the brand is protected against
competition from other firms. This can increase sales volume and reduce
promotion costs. Goods brands can improve the company’s image speeding
acceptance of new products marketed under the same name.
Unilever Nigeria PLC is a
marketing organization that markets over 40 different brands in 82 pack sizes
ranging from Home care, personal care and food categories. In order to
ensure excellence in marketing the company has a clear policy of maintaining a
high quality of her products, which is respected nationwide.
The company quality policy
stipulated the guidelines to which the company is committed. The company
is committed in meeting the need of consumers in respect of product performance
and her quality standards to meet the needs better than competitors, it ensures
that the quality standards satisfy brand advertising claims and in general are
supportive of overall brand positioning and maintains regular contact with the
market, the distribution chain, the trade, the consumers for close monitoring
of product performance and quality against other competitors.
Unilever Nigeria PLC stands
competitively against other industries. Their products are developed,
produced, branded and sold specifically to meet the identified needs of
consumers. Hence the slogan “A visible friend in every home”. It is
the interest of the researcher to find out the effect of branding on the
marketing of the products.
1.2 STATEMENT OF THE PROBLEM
Today, competitive conditions
characterize practically every market in Nigerian’s manufacturing industry;
there is a great variety in the quality between competitive products.
Every human being by human
nature always like to appear best of all, so does every industry want to have
the best of products. This is a general feeling that some materials are
inferior and preference is shown on products with more superior quality.
In some cases some products sell more than others not because they are better
in quality, but because of the name it has made or the level of advertisement
made on it. The problem of this study is therefore to find out what roles
product branding has helped in the marketing of Unilever PLC products.
1.3 PURPOSE OF THE STUDY
The general purpose of this study
is to find out the effect of branding on the marketing of Unilever Nigeria PLC
products.
Specially, the study will find
out if:
(a)
Branding has influence on choice of products.
(b)
Branding has advantage in competition
(c)
Branding contribute in profit making
(d)
The nature of product determines the brand name.
1.4 SIGNIFICANCE OF THE STUDY
The findings of this study will
be very useful to the department of marketing and of many private and public
organization in making decision on marketing strategies.
Again, the findings of this
study will provide additional knowledge to students who are aspiring to become
great marketers.
Also, the findings of this
study will help consumers to differentiate between product name and product
quality.
Furthermore, the findings of
this study will provide the basis for further studies.
1.6 RESEARCH QUESTIONS
The study will be guided by the
following research questions:
1.
What is the influence of branding on the choice of products by consumers?
2.
Does branding have advantage in competition?
3.
Does branding contribute in profit making?
4.
Does the nature of the product determine the brand name?
1.7 HYPOTHESIS
HO1: Branding of Unilever
products does not influence choice of products by consumers
HO2: Unilever product branding
also does not have advantage in competition.
HO3: Branding does not contribute
in profit making.
HO4: The nature of the product
does not determine the brand name.
1.8 DEFINITION OF TERMS
PRODUCT
A product refers to those
physical goods, services, experiences, events, persons, places, properties,
organizations and idea that can be offered to a target market for the purpose
of satisfying a want and need.
BRAND
It is a product strategy
referring to a symbol or design or a combination of them for the purpose of product
identification and differentiation from other.
MARKETING
It is a societal process
through which individuals and groups obtain what they need and want by creating
offering, and freely exchanging products and services for a value with other
people.
TRADE MARK
Is a part of brand that is
given legal protection because it is assigned exclusively to the company.
TRADE NAME
Is the legal name of an
organization as in case of Unilever Nigeria PLC and Nigeria Breweries PLC
Department | Marketing |
Project ID Code | MKT0078 |
Chapters | 5 Chapters |
No of Pages | 55 pages |
Methodology | Null |
Reference | YES |
Format | Microsoft Word |
Price | ₦4000, $15 |
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Contact Us On | +2349067372103 |
Contact Us On | +2349094562208 |
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