ABSTRACT
This study
researched into significance of branding to effective marketing in Nigeria for
market penetration. It examined the
significance of branding to effective market penetration. The study wet further to evaluate the poor
quality branding exercise on the market penetration and its effect on the
organizations concerned. marketing on
previously formulated hypothesis. The
study discovered that effective marketing of consumer product determines the
level of sales as opposed to the tentative. Hypotheses. It was concluded that branding helps
stimulate demand for products.
TABLE OF CONTENT
TITLE PAGE i
CERTIFICATION ii
DEDICATION iii
ACKNOWLEDGEMENT iv
ABSTRACT v
TABLE OF CONTENT vi
CHAPTER ONE
INTRODUCTION
1.0
Introduction to the Study 1
1.1 Background of the Study 3
1.2 Statement of Problems of the Study 7
1.3 Aims and Objectives of the Study 8
1.4 Significance
of the Study 10
1.5.
Scope of the study 12
1.6.
Limitation and Constraints to the Study 13
CHAPTER TWO
LITERATURE
REVIEW
2.1 Definition
of Marketing 15
2.2 Marketing
Mix and Variables 15
2.3 Function
of Marketing 19
2.4 Marketing
Philosophies 20
2.5 Concept
of Branding 22
2.7 Types
of Branding 24
2.8 Appraisal
of Branding Strategies 26
2.9 Significance
of Branding to Alternative 27
CHAPTER THREE
3.0 Research
Methodology 29
3.1 Research
Design 29
3.2 Definition
of Population 31
3.3 Data
Collection Method 31
3.4 Data Presentation and Analysis Techniques 35
CHAPTER FOUR
DATA
PRESENTATION AND ANALYSIS
4.1 Brief
History of Case Study 37
4.2 Data
Presentation and Analysis 38
4.3 Data
Analysis 42
4.4 Test of Hypothesis 43
CHAPTER FIVE
SUMMARY,
CONCLUSION AND RECOMMENDATION
5.1 Summary
of Report 49
5.2 Conclusion
50
5.3 Recommendations 51
REFERENCES 55
CHAPTER ONE
INTRODUCTION TO THE STUDY
2.0
INTRODUCTION TO THE STUDY
A brand is a name,
word, make term, letter, device or some combination that is used by
manufacturer or some combination that is used by merchants to identify their
goods and services and to distinguish them from those of competitions.
Branding
plays a vital role in product quality that it’s important cannot be over
emphasized.
A product without
branding or means of identification or means of differentiating it from that of
its competitive production has very little or no stand in a competitive market.
The
first decision is whether a company or its deals should even put a brand name
on specific products, producers and middle men sold cases without any supplier
identification. The earliest signs of branding were in the efforts of medical
guides to require craftsman to put trademark of their craftsman to protect the
consumer against inferior quality by allowing producer to be traced
In
the United States,
the earliest brand promotes were the patient medicine manufacturers growth in
branding occurred after the civil war with the growth of national firms and
national advertising medical. Some of the early brands are still with us. Such
as “Brodens condemned milk, quaker oats, Vaseline and wory soap.
Interest
in branding has been so dramatic that today in the united state, hardly
anything is sole branded salt is packaged indisfunctive manufactures contained
oranges are stamped with growers name, common nuts and bolts are packages
cellelopiance with a distributors labels and various parts of automobile a spark
plugs, tyres, filters carry visible brand name different from the names of
automobile. Ever chickens hell recently been branded successfully.
1.1 BACKGROUND
OF THE STUDY
Therefore companies
brand names should not be treated lightly but as an integral re – enforcement
of the product concept, it is the duties of the companies to build a unique
brand name that will eventually become identified with the generic product. It
is worth recognizing at this stage that many companies fail because they do not
brand their product to differentiate them from the others sometimes the
pressure for branding came out from the distribution or ultimate buyers or
consumer.
Distributor
may want brand name as means of marking the product easier to handle
identifying suppliers, holding production to contain quality standard and
increasing buyers preference.
Ultimate
buyer want brand names to help them identify the product they want. The brand
names to help them identify the product they want. The brand name has
informational value to buy without it they could not have shop in modern
supermarket with a whole lot of different product.
Through
product differentiation and branding seller develop a customer by loyally some
companies organized their operation around the various brand. For example P.2. Industries
Lever Brothers Nigeria Limited and A.J. Steward have separate divisions
organized for products. As individual manage is place in change of each
products or brand. The national behind brand and product management is that, it
is desirable to have a single person coordinating the planning and strategy for
a product, rather than having numerous individual managers, the various
marketing activities for many products under a brand manage system, there is a
tendency for each brand manager to fail to see the total picture and demand
more company resources than his or her product should receive still the brand
management method of organization retains the major advantages of designating a
specific individual as being responsible for coordinating the total marketing
strategy for a product. This selection of brand is not a casual process. Names
convey images that can help or hunt a product.
Benson,
white London, brown London, sm. Rothmans, convey executing and
favorable images. The desirable qualities of brand name include.
a.
To avoid infringement and to provide a
distinctive identification of product, such as “benson”
b. Suggestion
of benefit so as to increase the products appeal such as “Rothmans”
c.
Easy to pronounce, spell recognize and
remember to aid repeat purchases such as SM. While London benson, etc.
d. Suggestive
of desirable product qualities such as aspen, marboro, Rothmans
Being destructive is
especially important in naming a completely products, because the brand name
may become almost spononymous with the generic title of the product.
A good brand name meets two important requirement
a.
Maximum promotability
b. Minimum
risk or loss of ownership right
1.2 STATEMENT
OF PROBLEMS OF THE STUDY
Branding is the
practice of identifying a product or line of products by a special name or
symbol to organization corporate image.
Ø To
highlight the problems faced by organization in the choice of brand.
Ø It
may be costly for dealer to develop the demand for the brand
Ø Distributors
assumed the risk and cost of carrying inventory because they are usually
required to buy in large quantities.
Ø To
discovers whether distributor brand will often compete directly with a
manufacturer brand
Ø To
explain buyer good – will to a product is describe to the distributor, and
buyer loyally to the distributor, not to the manufacturer
Ø To
suggest something about the products characteristics or benefit
Ø Purchased
as a result of deceptive brand identified and them corrected so that he could
make a repeat purchases?
1.3 AIMS
AND OBJECTIVES OF THE STUDY
The aim of this study
is to evaluate the significance of branding to effective marketing.
To assist buyers in the
identification of specific products they like or do not like.
To facilitate the
purchases of items that satisfy individual needs.
To and buyers in
evaluating the quality of products because brand symbolizers a certain quality
level to a purchaser.
To brand psychological
rewards to the buyer of the branded product line a brand may have a
considerable status associated with it
Secondly, to know the
extent to which brand as a promotional strategy has really helloed, the
manufacturer and the middle man in marketing their product.
Thirdly, this study
will afford manufacturer the economic justification for branding product, Also
the different methods that can be sued to distinguished a product from another will
be enlighten on why consumers are loyal to specific product and not other.
Finally, the aims and
objectives of the study lead to a source acknowledge for students who are
studying business are in particular marketing
to why companies brand their product.
It will also be of great assistance to potential manufacturers in future. This
is because branding can make the difference between success and failure of profit and loss of the organization.
1.4 SIGNIFICANCE
OF THE STUDY
By
branding the product, a procedure or distribution topic to develop among
consumers position and confidence attitude towards his product. That will give
it a market position supervisor to that held by unidentified product, they may
be willing product.
Even
when consumers will not pay more, if consumers preference can be developed
,dealer may be induced to handle the product for smaller margins.
In competing with there
branded product. The owner of a particular brand feels that he secures the good
with arising from satisfaction with product. Through branding, the owner hopes
to make his product special so that customers not only will request it
specifically, built will refuse to accept substitute. Through branding, the
branded development habitual use of his product to the extent that selection of
the brand become routine his position is then insulted because competitor have
to break the habit pattern in order to have opportunity to send to his
customers branding also permits the owner of the brand to give brand preference
to other product organized as a line or family of product marketed under the
same brand. This makes line extension and the introduction of new product
easier.
It may also reduced
promotional cost because part of this benefit from any advertising is gamed by
all products marketing under the same brand name in the light of the above
reason, I am interesting in studying the significance of branding to effective
marketing of the tobacco product s in Nigeria.
1.7.
SCOPE OF THE STUDY
This scope of the study
is designed to make research on branding and know how it has helped the
manufacture in his products effectiveness in its marketing undertaking as well
as the consumers. The study was concentrated an a manufacturing company sited
in Ilorin. It
was intended to know how the manufacturer use branding to persuade consumers
and society in general. The principal scope of the study include the
identification of the problem that the manufacturer will encounter when he is
trying to use branding as a means of marketing his branded product and the kind
of relationship that exists as a t the particular period and the objectives of
the study which will be eminent to the researcher.
1.8. LIMITATION AND CONSTRAINTS TO THE
STUDY
In the course of
carrying this project, worth allot of constraints were encountered among which
are non response by some respondents, lack of cooperation form some of the
customer, financial constrain and lack of time.
Firstly, this difficult for the
researcher to distribute the questionnaire to all the customers that patronize
international tobacco company in Ilorin,
out of the questionnaires distributed some were not returned.
Secondly, lack of
cooperation was experienced from the customers. They were complaining of their
time been wasted. Also some of the company’s staff in getting out information
as they were termed “official secrets” hence, This not easily to get necessary
in department information that could help the researcher to make predictions
after they must have been worked upon. The financial position of the researcher
and the cost of research materials impinge on the extent of the investigation.
More so, the time allowed to carryout the research work is too short. In spite
of all the above mentioned construes the researcher still comment same
respondents for their useful suggestion and constructive criticism.
Finally
, branding is excessively expensive on most of our products, this brand special
design made on such products is costly. The aspect of selecting a good brand name is very difficult mostly to the marketing management
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