TABLE OF CONTENTS
Title
page - - - - - - - - - - -- -- - -
- - - - - - - - - - - - - - - - - - - i
Approval
page- - - - - - - - - - -- -- - -
- - - - - - - - - - - - - - - - -ii
Abstract - - - - - - - - - - -- --
- - - - - - - - - - - - - - - - - - - -
- -iii
Acknowledgement-
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- - - - - - - - - - - - - --iv
Abstract - - - - - - - - - - -- --
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- -v
Table
of content- - - - - - - - - - -- -- - -
- - - - - - - - - - - - - - - -vi
CHAPTER ONE
1.1 Background
to the study- - - - - - - - - - -- -- - -
- - - - - - -1
1.2 Statement
of problem- - - - - - - - - - -- -- - -
- - - - - - -- - 1
1.3 Purpose
of the study- - - - - - - - - - -- -- - -
- - - - - - - - - -1
1.4 Significance
of the study- - - - - - - - - - -- -- - -
- - - - - - -1
1.5 Research
question- - - - - - - - - - -- -- - -
- - - - - - -- - - - -1
1.6 Formulation
of Hypothesis- - - - - - - - - - - - - - - - - - - - - -
1.7 Scope
of the study- - - - - - - - - - -- -- - -
- - - - - - -- - - -- -1
1.8 Definition
of terms- - - - - - - - - - -- -- - -
- - - - - - -- - - - -1
CHAPTER
TWO
Literature
Review
2.1 Introduction-
- - - - - - - - - -- -- - -
- - - - - - -- - - - -- - - --1
2.2 Review
of related literature; the history and
growth of advertising in Nigeria- -
- - - - - - - - -- -- - -
- - - -1
2.3 Forms
of advertising - - - - - - - - - - - - - - - - - -- --
- - - -
2.4 New
product development- - - - - - - - - - - - - - - - - - - - - - - - -
2.5 Summary
of related literature.
CHAPTER
THREE
3.0
Introduction- - - - - - - - - - - - - - - - -
- - - - - - - - - - - - -
3.1 Design
of the study- - - - - - - - - - -- -- - -
- - - - - - -- - -1
3.2 Area
of the study- - - - - - - - - - -- -- - -
- - - - - - -- - - - -
3.3 Population
of the study- - - - - - - - - - -- -- - -
- - - - - - -1
3.4 Sample
of the study- - - - - - - - - - -- -- - -
- - - - - - -- - -1
3.5 Instrument
for data collection- - - - - - - - - -
-- -- - - - - -
3.6 Validation
of instrument- - - - - - - - - - -- -- - -
- - - - - - -1
3.7 Distribution
and retrieval of instruments- - - - - - - - - -
---
3.8 Method
of data analysis- - - - - - - - - -
-- -- - - - - - - - - --1
CHAPTER
FOUR
4.1
Data
Presentation and Analysis- - - - - - - -
- - - - - - - - - - -
4.2
Presentation of data collected from customers
and management- - - - - - - - - - -- --
- - - - - - - - - - - - - -
4.3
Testing
and interpretation of Hypothesis- - - - - - - - - - - - - - - 1
4.4
Discussion
of findings- - - - - - - - - - -- -- - -
- - - - - - - - 1
CHAPTER FIVE
5.1
Summary of findings- - - - - - - - - -
-- -- - - - - - - - - --- - - 1
5.2
Conclusion- - - - - - - - - - -- -- - -
- - - - - - -- - - - - - - - - - 1
5.3
Recommendation- - - - - - - - - -
-- -- - - - - - - - - -- - - - - --1
5.4
Limitation
of the study- - - - - - - - - - -- -- - -
- - - - - - -- - - -1
5.5
Suggestion
for further research. - - - - - - - - - -
-- -- - - - - -
References-
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- - - - - - --- - - - - - - - - - - - - -1
Appendix
A-
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Questionnaire-
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CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Advertising has not only become an
integral part of our society and economic system, but has also grown over the
years to assume tremendous proportions both as a business activity and as a
social phenomenon.
It has affected not only the business
sector, but also the whole society. Advertising is a powerful marketing
communication tool used by companies to fulfill the promotional task. It is an
impersonal form of communication or presentation of goods, ideas, or services
conducted through paid media under open of identified sponsorship. All about
advertising is a sponsor sending a message called advertisement through one or
more mass media (radio, television, newspaper, and magazines) to reach large
member of potential users or buyers of a product. by it self, advertizing is a vital
marketing tool that
helps to sell goods, services,
images and ideas
through information and persuasion, many
consider advertising a superior promotion tool to personal
selling, sales promotion or publicity.
Advertising as a tool of marketing was
defined by the American marketing association as any paid form of non-personal
presentation and promotion of ideas, goods and services by an identified
sponsor”.
According to Offiongodon A.M (1991).
Said advertising is a way of projecting values, ideas, expectation and so on to
consumers. It is most effective as a reinforce of favourable attitudes, values
and disposition already held by consumers. Advertising has a high pubic mode of
communication; its public nature confers a kind of legitimacy to the product
and also suggests a standardized offering.
Besides, it is a persuasive medium that
permits seller to repeat a message of various competitors. It provides
opportunities for dramatizing the company and its products.
Advertising in small organization is
handled by a specialist in the sales department who from time to time consult
the advertising agencies. Over past 15 years in the Nigerian market, Dufil
Group has had a remarkable impact on the Nigerian culinary landscape. The
company’s product, Indomie Instant Noddles which appeals to several demographic
group has grown to become a household name across the country.
The group, which is joint venture
between Tolaram Group of Singapore and Salim Group of Indonesia, currently has
2 factories. The first; De United foods industries limited which was
commissioned in 1995 in Ota Ogun state, is the first Instant Noddles
Manufacturing plant in Nigeria and the largest in Africa. The second factory
followed the incorporation of Dufil Prima in December 2001 as a private limited
liability company. The company commenced operation in January 2004,
manufacturing Instant Noodles under the Indomie brand name at its factory
located in choba, Port-Harcourt, River state.
Upon completion of a restructuring
exercise approved by its shareholders, Dufil Prima became the holding company
of the Dufil Group, which comprises two wholly owned subsidiaries-De United
Foods Industries limited (De-United) and insignia print technology LFTZ
Enterprise (Insignia). The Dufil family is guided by a clear and simple vision
statement. The company believes in making the wellbeing and satisfaction of
their decision. The quality of their products and the loyalty of their customer
are a testimony to the above statement. The head office is located at 44, Eric
Moore Road, Surulere, Lagos, Nigeria. Advertising helps the Indomie Instant
Noodles to make a large market share of their product and to be more effective
than similar competitors product.
1.2 STATEMENT OF THE PROBLEM
The problem to be solved by this
research work is broken down into the following statement.
1.
Lack of awareness on the part of
customer about the existence of the product.
2.
Low sales volumes on the company’s
market share.
3.
Negative effect of the company towards
the profit maximization.
4.
Inadequate or poor maintenance of
company’s image.
5.
Inadequate dissemination of information
to the prospective customer.
6.
Lack of regular purchase by the
customers.
1.3 PURPOSE OF THE STUDY
1.
To determine the level of awareness of
new product in the market as a result of the firms advertising of the new
product.
2.
To ascertain the level of advertisement
in increasing the sale’s volume of the company’s product.
3.
To show if advertising have a positive
effect on the profit of indomie instant noodles.
4.
To determine if advertising help in
establishing and maintaining the company’s image.
5.
To determine whether advertising is an
efficient source of information to prospective consumer of indomie instant
noodles in Enugu metropolis.
6.
To show how advertising encourage
regular purchase of the indomie instant noodles.
1.4
SIFNIFICANCE OF THE STUDY
The following are the significance of
advertising on a new product;
1. It
will help the management of indomie instant noodles to discover failure in
their advertising techniques and steps on how to make improvement on them.
2. The
study will help the management to know how best or the best way through which
improvement in advertising could be achieved.
3. The
study will unveil the failure and problem that industries do encounter from its
competitors.
4. The
study will reveal measures which the industry will embark on, so as to
ascertain the competitors industry and also to know how it satisfies consumers.
5. It
will create awareness on the part of choice of the product in line with the
consumers needs.
1.5 RESEARCH OF QUESTIONS
i.
Does advertising have significance
impact on customer awareness of new product?
ii.
To what extent has advertising increase
the sales volume of the company’s product?
iii.
Does advertising has a positive effect
on the profit of indomie instant noodles?
iv.
Does advertising help in establishing
and maintaining company’s image?
v.
Is advertising an efficient source of
information to prospective consumer of indomie instant noodles in Enugu
metropolis?
vi.
Does advertising encourage regular
purchase on the indomie instant noodles?
1.6 FORMULATION OF HYPOTHESIS
The basis of hypothesis is as follows:
1. Ho: The level of awareness of new
product is not as a result of advertising.
Hi: The level of awareness of new product is as a result of advertising.
2.
Ho: Advertising does not have impact on the marketing of goods and
services in indomie instant noodles.
Hi: Advertising have impact on the marketing of goods and services in
indomie instant noodles.
1.7 SCOPE OF THE STUDY
The focus of this research work is to
examine the impact of advertising in marketing of new product a case study of Indomie
Instant Noodles.
The work therefore did not consider
other variables under promotion mix. However, in view of limited resources time
and other constraints, emphasis was placed on advertising by Enugu metropolis
within the state.
1.8 DEFINITION OF TERMS
Some of the terms used by the researcher
in the case of this research work are defined as follows:
1. ADVERTISING:
This is defined by the American marketing Association (AMA) as any paid form of
non-personal presentation and promotion of ideas, goods or services by an
identified sponsor.
2. ADVERTISMENT:
This is the message itself.
3. MESSAGE:
This is defined as the set of meaning being sent and/or received by the
audience.
4. PRODUCT:
According to Kotler Philip, a product can be defined “as any thing offered to a
market for attention, acquisition or consumption”. It includes physical object,
services, personalities, place, idea etc.
5. TARGET MARKET:
This is the segment a firm choose to pursue.
6. COMPETITION:
This is a situation in which people or organization compete with each other for
something that is not everyone can have.
7. MARKETING:
This is a social process by which individual and groups obtain what they need
and want through creating, offering and freely exchanging product and service
by value with others.
8. CUSTOMER:
This is a person that used a product being either or given to someone for use.
9. MANAGEMENT:
This is the preparing, directing, planning, organizing people and material in
order to attain business objectives.
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