TABLE
OF CONTENTS
Title page
Certification
Dedication
Acknowledgment
Table of contents
CHAPTER ONE: BACKGROUND TO THE STUDY
1.1 Introduction
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
5.1
Conclusions
5.2 Recommendations
Reference
CHAPTER
ONE
BACKGROUND
TO THE STUDY
1.1 INTRODUCTION
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 inconsistency 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.
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