ABSTRACT
This
research work examined the importance of Branding in the marketing of Unilever
products with special reference to Toiletries such as soap and
toothpastes. The study made use of
primary and secondary data primary data was sourced from questionnaire and oral
interview while secondary data came from textbooks, magazines, newspapers and
journals. The research instrument used
in gathering the data was the questionnaire, which was distributed to 200
consumers of toiletries brands of Unilever products in Enugu metropolis out of
the 200 copies of the questionnaire issued to the consumers 190 were returned
and used for analysis.
The data
collected were analyzed using tables, frequencies and percentages. After data analysis I discovered that:
·
Brand name makes it for the consumers to
recognize Unilever Products.
·
Branding helps in advertising and promoting
Unilever products
·
Branding helps the consumer to repeat purchases.
·
Branding enhances the quality of Unilever
products.
·
Branding increases the product image of Unilever
products.
Based on the
above findings, recommendations were made which the researcher feel will go a
long way in helping Unilever to market its products.
TABLE OF CONTENTS
Title Page
Certification
Dedication
Acknowledgement
Abstract
Table of Contents
CHAPTER ONE: INTRODUCTION
1.1
Background of the Study
1.2
Statement of Problem
1.3
Objectives of Study
1.4
Research Questions
1.5
Significance of the Study
1.6
Scope and Limitations of the Study
CHAPTER TWO: REVIEW
OF RELATED LITERATURE
2.1
Brand Polices
2.2
Characteristics for Selecting a Good Brand Name.
2.3
Types of Branding Strategies
2.4
Branding as an Effective Marketing Strategy for
Toiletries
2.5
The Importance of Branding in Manufacturing Industries
2.6
The Impact of branding on Consumer Buying Decision
2.7
Consumer Purchase Decision
2.8
Branding as Tools for Product Posting.
CHAPTER THREE:
RESEARCH METHODOLOGY
3.1
Sources of Data
3.2
Population of the Study
3.3
Sample Size Determination
3.4
Selection and Construction of the Research Instrument.
3.5
Sampling Procedure
3.6
Administration of the Research Instrument
3.7
Data Analysis Method.
CHAPTER FOUR: DATA
PRESENTATION AND ANALYSIS
4.1
Allocation and Return of Questionnaires
CHAPTER FIVE: SUMMARY
OF FINDINGS, RECOMMENDATIONS AND CONCLUSION
5.1
Summary of Finding
5.2
Recommendations
5.3
Conclusion
References
Appendix
1: Consumer Questionnaire
CHAPTER ONE
INTRODUCTION
BACKGROUND OF THE
STUDY
Perhaps the most distinction skill of
professional marketing is their ability to create, maintain, protect and
enhance brands. Marketers say,
“Branding is the art and cornerstones of marketing”. The American Marketing Association define
branding as a name, term, sign, symbol or design or a combination of them,
intended to identify the goods or services of one seller or group of sellers.
In essence, a brand identifies the
seller or maker. It can be a name,
trademark or other symbol.
Brand name is a name given to a
product which can be vocalized or pronounced and services to distinguish it
from others. Brand mark is that part of
a brand show in front of sign, symbol, letter, design which are not alterable. A trademark is a brand mark or a brand name
with legal protection. No other seller
is given the right to use a trademark except the registered owner.
For trademark law the seller is
granted exclusive right to use of the brand name in perpetuity. These brands differ from other assets such as
patents and copyright which have expiration data.
A brand is essentially a seller’s
promise to consistently deliver a specific set of features, benefits and
services to the buyers. The best brand
conveys a warranty of quality. But a
brand is even a more complex symbol. A
brand can convey up to six levels of meaning.
ATTRISUTES: A
brand first brings to mind certain attributes.
BENEFITS: A brand is more than a set of
attributes customers are not buying attributes; they are buying benefits.
VALUES: The
brand also says something about the producer’s values.
CULTURE: The brand may represent a certain culture.
PERSONALITY: The brand can also project a certain
personality.
USER: The brand suggests the kind of consumer
who buys or uses the product.
If a
company treats a brand only as a name, it misses the point of branding. The challenge in branding is to develop a
deep set of meanings for the brand.
When the audience can visualize all six dimensions of brand is deeps
otherwise it is shallow.
Given the six level of a brands
meanings marketer must decide at which level(s) to deeply anchor identify. One mistake would be to promote only the
brands attributes. Firstly, the buyer
is not interested in the brand benefits. Secondly, competitor 45 can easily
copy the attribute. Third, the current
attributes may become less valuable later, hunting a brand that is too tried to
specific attributes.
Brand identification has certain
advantage. It enables the seller to
build a consumer following and identify a given level of quality with a product
from competitions. It expedites the process of communicating to buyers. Thus, it is impossible to identify some
products as those of a particular manufactures without the aids of a brand
name. Moreover, brand identification
enables the manufacturer to communicate to buyers not only a point of purchase
but through the medium of advertising and occasionally through publicity. Finally, branding may enable the firm to
communicate psychological as well as material values.
STATEMENT OF THE
PROBLEM
Despite the importance of branding and
its un-preventing role and its restrictive (legal) measures on the product
policy copy right and patent right, people still devour in product imitation,
refinement and passing off image in order to project their product image in the
market place. That is, non-original and
unbranded product are placed headlong with the original in the market place
committing for the same market share.
In view of these, branding is
important in considering these statements.
a)
Whether branding creates impulse purchase.
b)
Whether branding helps Unilever Brother Nigeria Plc in
segmenting their market.
c)
Whether it has been enhancing Unilever Brother Nigeria
Plc sales volume buyer’s motives.
d)
Whether it has improving the company profit margin.
e)
If branding has any impact in determining the
distribution channels of Unilever Products.
OBJECTIVES OF THE
STUDY
Brand as the name implies could be
seen as a name, term, symbol, design or a combination of them which is intended
to identify the goods or services of one seller or group of sellers and also
shows the distribution from those of competitors.
This study therefore, seeks to know
the effectiveness of branding on manufactured products with a view to establish
the extent to which it has helped in the manufacturing companies like Unilever
products.
1)
To identify how the consumer of the entire public react
to branding and the impact and impressions it creates in them.
2)
To find out if a well planned branding strategy can
make a product of Unilever Brothers Nigeria Plc to lead the market and suppose
it’s competitors.
3)
To determine the problems that are association within
branding as a strategy and the panacea to it.
4)
To examine the importance of branding as a promotional
tools to the Unilever products.
5)
To examine critically Unilever products.
RESEARCH QUESTIONS
The aiding research question used is
intended to achieved following:
1)
To find out how branding decision is users and
producers.
2)
To asses the knowledge of Unilever Brothers towards
their product.
3)
To find out possible strategy towards the branding of
Unilever product.
4)
To determine the response of people towards the
branding of toiletries.
5)
To find out the factors that influences of branding
consumers.
SIGNIFICANT OF THE
STUDY
This research work has significant for
both the companies and their consumes it affords the searcher an insight into
the role it could play in any firm. It
will bring to the knowledge to the Nigeria entrepreneurs and companies who
produce toiletries to appreciate the use of branding of consumers product. Also
that they could locate adequate finance of their budget on any major branding
decision.
It is now a common practice that
consumers buy most of their product its because of good branding and
packaging. It therefore go along way to
suggest the priority that should placed on it by the firm.
SCOPE AND
LIMITATIONS OF THE STUDY
The survey covers the
important role that branding plays in marketing of Unilever Brothers products.
However, it focuses only on four areas
that are stated here.
1)
The objectives of branding
2)
Problems of branding
3)
Sources of fund for branding
4)
Significant of branding.
Methodology
The
research adopts both primary and secondary means to source data used the
research.
The
data obtained from the questionnaire as regards their individualistic
respondents were tabulated and explained in percentages, pie charts and
chi-square approach was used to analyze the data after application of the test
of hypothesis.
Operational Definition of Terms
Brand: This is a name seen as an integral re-enforcer of a product concept (Paul
Ndubuisi; 2002).
Brand Mark: A brand mark is that which can be recognized, spoken or
pronounced (Fuller R. M., 2006).
A Trade Mark: A legal name of a company it helps to identify its product at
the market (Marcus Okafor, 2001).
A Sales Promotion: Strategy for selling a product (Philip Kotler, 2003).
Exhibition: A public place where you put things so that people can go to
see them (Peter Anderson, 2005).
Organization: A group such as a club or business that are from or for a
particular purpose (Agnes Jones, 2000).
Customer: Someone who buys goods and services from a shop (Mark Peterson, 2004).
Strategy: A well planned series of action for achieving an aim (David O. Ogie,
2003).
Literature: The production of written works having excellence of forms
or expression and dealing with ideas of permanent interest (McCarthy E. J. et
al, 2006).
Hypothesis: Assumption made in order to test its logical or empirical
consequences (David O. Ogie, 2003).
Appendix: Supplementary matter added at the end of a book (Thomas Davis, 2000).
Uniqueness: Being the only thing of its kind (Macular Jones, 2001).
Authenticity: Something genuine or real (Fuller R. M, 2006).
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