ABSTRACT
This research work
focused on “The effectiveness of marketing communication mix in creating
awareness of a brand. (A case study of unilever Nigeria plc operating in Enugu
metropolis). The study have the following objectives. To find out the
effectiveness of marketing communication mix in creating awareness for the
product brands in Enugu metropolis. To find out the effectiveness of marketing
communication mix in increasing the sales revenue of unilever Nigeria plc
products. To find out if marketing communication mix adopted by unilever
Nigeria plc leads customers to repeat the purchases of their products in Enugu
metropolis. In addition, an extensive literature review was carried out. Three
sets of questionnaires were prepared and administered to a population
comprising management and staff, distributors and customers of unilever Nigeria
plc Enugu. Census survey was used for relevant staff and management while
topman’s formular used for distributors and customers. Questionnaire collected
were analyzed using tables and percentages. The analysis shows the following
findings. Marketing communication mix help unilever Nigeria plc in creating
customers awareness of their products in Enugu metropolis. The company has a
very high performance rate in marketing communication mix strategy. Based on
the findings the following recommendations were made unilever Nigeria plc
should disseminate information about their products existence, quality, features
and the benefits through the marketing communication mix promotional
activities. The researcher concluded that if unilever Nigeria plc should
implement the recommendations made in this research work unilever plc will
achieve the noble objectives of the company in Enugu
state.
TABLE OF CONTENTS
CHAPTER ONE: INTRODUCTION
1.1 Background of the
study
1.2 Statement of Study
1.3 Objectives of Study
1.4 Research
Questions
1.5 Significance of the study
1.6 Scope of the Study
1.7 Limitations of the study
1.7 Definition of Terms
CHAPTER TWO
2.0 Literature Review
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Source of Data Collection
3.2 Population of the Study
3.3 Sample Size Determination
3.4 Sample Size or Management
and Relevant Staff
3.5 Sample Techniques
3.6 Instrument for Data
Collection
3.7 Reliability and Validity
of Research Instrument
3.8 Validity of the Research
Instrument
3.9 Method of Data Treatment
and Analysis
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Presentation and Analysis
of Data
4.2 Testing of Hypothesis
CHAPTER FIVE: DISCUSSION AND RECOMMENDATION
AND CONCLUSION
5.1 Summary of Findings
5.2
Recommendations
Bibliography
Appendices
CHAPTER ONE
INTRODUCTION
1.2
BACKGROUND OF THE STUDY
Marketing at any stage cannot grow without communication, marketing started as
a selling activity in which the manufacturer produces and expects customers to
go in search of the goods. the next the producer recruits sales persons and
send them out to sell the products. At this stage marketing involves extensive
marketing communication tools such as advertising and personal selling. The
marketing practice is one rear employment marketing as a wand creating and
satisfying instruments. Marketing performs virtually all its functions by
making use of effective communication.
Modern marketing calls for more than developing a particular brand, pricing of
attractively and making it accessible to the target customers, very few goods
or services can survive in the market place without effective communication.
The marketing manager must endavour to make good use of advertising, sales
promotion, publicity and personal selling as the promotional tools of marketing
to attain market penetration and business survival and competitive advantage.
In view of the fore-going, the researcher intends to determine the
effectiveness of marketing communication mix in creating awareness of a brand
in unilever Nigeria plc.
1.2
STATEMENT OF PROBLEM
The unilever Nigeria plc is one of the leading producers of lipton yellow label
tea, Blue band, Royco, paste (close up and pepsodent), omo, pears baby lotion,
hair care etc.
The company has been witnessing decreasing patronage by the consumers as a
result of intense competition from other producers that deal on substitute
product now introduced –what they called high volume with low price in order to
win market share and patronage. After about two years of that introduction of
high volum with low price by unilever, it yield no result, patronage still
continued to decrease. The method introduced by the then marketing manager and
production manager lead to their dismissal for failure to deliver.
In order for the company to alleviate the problem sometime in 1988, the company
now introduced the method of door to door step delivery by their workers, that
was when convenience were brought in members by the company the purpose as to
ensure that their product were available every where both rurual and urban
shops and market place for them to out weight their competitions and win more
market share.
Though after some year of door to door step deliver, the problem still lies
there the unilever company is facing the problem of decrease in patronage by
consumers people are of the opinion that effective integration of marketing
communication will help boast the sales of the company brand.
1.3
OBJECTIVES OF STUDY
The objective of this study is to examine the marketing mix in unilever Nigeria
plc.
The Objective is as
follow:-
- To
find out the effectiveness of marketing communication in increasing the sales
revenue of unilever brothers product.
- To
find out the effectiveness of the company’s marketing communication on existing
and potential users of the company brand.
- The
effect of company’s marketing communication activities on the pricing of a
company brand.
- How
the various marketing communication mix are used to make recommendations based
on the findings.
1.4
RESEARCH QUESTION
- How
does marketing communication mix increase the sales volume of the unilever
company brand?
- How
does the effectiveness of company marketing communication affect consumer
purchase of the brand?
- Does
the company marketing communication mix facilitate the realization of company’s
objective?
- Does
the company marketing communication activities affect the pricing of their
brand?
- Which
of the communication tools is most effective in the company?
1.5 SIGNIFICANCE
OF THE STUDY
The aim of communication
with consumers and the public, by any organization is to let them know that the
organization is existing and committed other welfare, without communication,
most consumers would have been ignorant of the existence of certain brand and
sources which are referred to for their satisfaction. Moreso,
organization would find its difficult to dispose their excess brand/services
resulting from mass production.
Thus, there is
need for effective communication between the organization and its public, once
this exist the aim of the organization would be achieved. The significant of
this study therefore is to expose the marketer to those factors that can make
their communication ineffective and to suggest how to avoid those flows that do
not fit into the role of a communication and a promoter. Moreover, knowing that
the purchasing power of the consumers is seriously being corded due to the down
town of the economy and the effect of this is the continuous fall in demand for
the brand/ services of most organization increase in price of these
brands has also been caused by this recessive economy.
Marketers can find no
other time to prove their relevance in the organization than this period and
one of the tools that readily comes to mind are close to is marketing
communications. So this project work is of great importance to marketing. To
this end and insight into how they can choose the most effective tool which at
most is done by the rule of thumb method. So it gives an insight and serve as a
reference point in choosing.
1.6
SCOPE OF THE STUDY
The scope of this study is restricted within the fame work of the study of one
giant company like unilever company plc big users of marketing communication in
Nigeria.
1.8
DEFINITION OF TERMS
Marketing communication
mix is the particular combination of marketing tools that work together to
communicate the marketers message, to achieve the marketers objectives, and to
satisfy the target market.
Brand
A brand is a product, service, of concept that is publicity distinguished from
other products, services, or concepts so that it can be easily communicated and
usually marketed.
Effectiveness
Effectiveness means “doing the right thing”. Effectiveness is the degree to
which objectives are achieved and the extent to which targeted problems are
solved.
Marketing
Marketing is a human activity at satisfying needs and writes through exchange
process.
Marketing Concept
The marketing concept hold that the key achieving organizational goals consist
in determining the needs and wants of target markets and delivering desired
satisfactions more effectively and efficiently than competitors.
Department | Marketing |
Project ID Code | MKT0118 |
Chapters | 5 Chapters |
No of Pages | 99 pages |
Methodology | Chi Square |
Reference | YES |
Format | Microsoft Word |
Price | ₦4000, $15 |
|
|
Contact Us On | +2349067372103 |
Contact Us On | +2349094562208 |
|