ABSTRACT
This research exercise is embarked upon with an
overview to provide an insight into the significance of brand positioning
strategy in the marketing activities using Ovaltine as a case study. The
research method of collecting data was mainly questionnaires, oral interviews
and the use of textbook and magazines. They were mainly primary and secondary
data. Relevant literature concerning the meaning of rending, trademark, logos,
brand philosophy, brand strategies under strategies positioning product class
segmentation, perceptual mapping amongst them were also looked into emphasis
was laid on significance of brand positioning strategy in marketing activities,
hypothesis were also made at the end. Furthermore, analysis of relevant data
were made through the use of simple percentage were obtained such as the
awareness of Ovaltine to its target group (children) will always create a
lasting patronage from generation to generation. Recommendations were made
concerning these findings, this include establishment of product class by the
manufacture so as to differentiate its product from other competitors through
distinctive benefit, suggestions for future research was also made. These will
go a long way in increasing the company’s sale and eventually more profits.
TABLE
OF CONTENTS
Title Page i
Certification
ii
Dedication iii
Acknowledgement iv
Abstract v
Table
of Contents vi
Chapter
One
1.0
Introduction 1
1.1
Background of the Study 1
1.2
Statement of Research Problem 2
1.3
Objectives of the Study 3
1.4
Scope of the Study 4
1.5
Significance of Study 4
1.6
Research Questions/Hypotheses 5
1.7
Operational Definition of Terms 6
Chapter
Two
2.0 Literature
Review 8
2.1 The Meaning of Brand 8
2.2. Branding Decisions 9
2.3 Reasons for not Branding 11
2.4 Importance of Branding 12
2.5 Consumer View Point of Branding 13
2.6
Brand Positioning 14
2.7
Theoretical Frame Work 15
2.8
Brand Selection Strategies 16
2.9
Criteria for a Good Brand Name 18
2.10
Benefits of a Brand Positioning
Strategy
in Marketing Activities 19
Reference 21
Chapter
Three
3.0 Methodology 22
3.1
Research Design 22
3.2
Population of the Study 22
3.3 Sampling Procedure 23
3.4 Method of Data Collection 23
3.5 Validity of Instruments Used 24
3.6
Methods of Data Analysis 25
Chapter
Four
4.0 Presentation 26
4.1
Presentation of Data 26
4.2
Data Analysis/Hypothesis Testing 31
4.3
Discussion of Finding 35
Chapter
Five
5.0 Summary of Findings, Conclusion
and
Recommendations 37
5.1 Limitations of Study 37
5.2
Summary of Findings 38
5.3
Conclusion 39
5.4 Recommendations 39
Bibliography 41
Appendices 42
CHAPTER ONE
1.0
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Over
the years many organizations have been using brand positioning to differentiate
and segment their brand (product) among competitive product categories.
Ovaltine
was first introduced in the 1gth century in Birmingham United kingdom where it
was produced before it was imported into Nigeria along side other malt
beverage like pronto and malvota etc. The name Ovaltine was gotten first from
the word Bornoille “Ville” meaning vitality hence the Ovaltine.
Pre-1950s Ovaltine, pronto were imported into Nigeria from united kingdom that
is during the colonial rule and in 1960-64, Ovaltine, pronto were imported into
Nigeria from united kingdom and canned in Nigeria under the license of Cadbury
Nigeria Plc.
In 1965, Ovaltine and drinking chocolate were already produced locally, due to
the civil war the ban an importation of cocoa beverages affected Ovaltine and
gave way for Cadbury Nigeria Plc who took advantage of this to strengthen the
position of Ovaltine.
Ovaltine
enjoyed the market share until 1970 when the ban on cocoa importation was
lifted and Ovaltine, Milo, vita cup etc re-remerged
there by reducing Ovaltine market share. Ovaltine introduce the 9009 which
stipulated growth again.
Ovaltine
observed an increase competitive activity amongst key players, but still
maintained its market leadership till the mid nineties. In the past years, the
popularity of Ovaltine has been in question. Hence the researcher hereby
attempt to find out the significance of brand positioning in marketing
activities using Ovaltine as a case study.
1.2
STATEMENT OF RESEARCH PROBLEM
Most
food drinks industries have not been successful because they lack understanding
of consumer behaviour and the resultant effect is decline in their expected
profit.
This
is why several criticisms have been made against then. This research will be
able to provide answers to the following questions.
1. Do
consumers prefer Ovaltine to other food drinks produced by Cad bury?
2.
Do consumers prefer other brands of
beverage of other companies to Ovaltine?
3.
Is the price of Ovaltine reasonable as
a factor for
purchase?
1.3
OBJECTIVES OF THE STUDY
The
objectives are follows:
1. Find out how the present positioning has
enhanced Ovaltine market leadership among other food drinks.
2.
Find out the advantage that the
present positioning has over other competitive products.
3.
Find out if the present positioning
has enhanced more sales compared to other positioning.
4.
Find out consumers’ perception of Ovaltine
in terms of awareness and profitability.
1.4 SCOPE OF THE STUDY
This
study will be centered only on Delta
State and among target
group which are children of ages 2-15 years of classes A, B and C. It shall comprise
both male and female. The schools selected for the study are:
1.
Bother plus school
2.
University preparatory Nursery and
Primary School
1.5 SIGNIFICANCE OF STUDY
It
is expected that selected cases like this will be a source of invaluable
information and knowledge to manufacturer and Advertisers.
Brand
positioning strategy for a competitive advantage cannot be over looked hence the
need to use Delta State to determine whether the impact of Ovaltine is felt
among the children here as it claims to be the “kiddies friendly brand” that is
not focusing alone on the children in Delta State but recognize that the
children have friends every where.
This
study would enable marketers to take better decisions in production,
distribution and promotion.
1.6 RESEARCH QUESTIONS/HYPOTHESES
H0:
The present positioning does not have more advantages in terms of sales over
other brand positioning.
HI:
The present positioning has more
advantages in terms of sales over other brand positioning.
H0:
The present positioning has not helped to offer competitive advantage.
HI:
The present positioning has helped to offer competitive advantage.
H0:
Brand positioning has not influence aggressive increase in patronage since its
inception.
HI: Brand positioning has influence
aggressive increase in patronage since its inception.
H0:
Present positioning does not create
awareness of Ovaltine among its targets group.
HI: Present
positioning has created awareness of Ovaltine among its targets group.
1.7 OPERATIONAL DEFINITION OF TERMS
Reliant
term not adequately defined under this heading is defined in the literature
review where their definitions guide the collection of the literature of study.
Brand:
A
member of class of goods as being physically the same and serving the same
purpose to the extent that they are seen as a direct substitution by consumers
e.g. Ovaltine and Milo.
Positioning:
Is a peculiar way that a product can be differentiated even when existing
product have the same taste, look, content and ingredients.
Strategy:
A
plan designed for a particular purpose, the process of planning of the whole
operation of a campaign in skillful way.
Competitive:
Taking
part in a contest, race or struggle against each other. Trying to win something
by defeating others who are trying to do the same.
Advantage:
A favourable circumstance, a benefit.
Click “DOWNLOAD NOW” below to get the complete Projects
FOR QUICK HELP CHAT WITH US NOW!
+(234) 0814 780 1594
Buyers has the right to create
dispute within seven (7) days of purchase for 100% refund request when
you experience issue with the file received.
Dispute can only be created when
you receive a corrupt file, a wrong file or irregularities in the table of
contents and content of the file you received.
ProjectShelve.com shall either
provide the appropriate file within 48hrs or
send refund excluding your bank transaction charges. Term and
Conditions are applied.
Buyers are expected to confirm
that the material you are paying for is available on our website
ProjectShelve.com and you have selected the right material, you have also gone
through the preliminary pages and it interests you before payment. DO NOT MAKE
BANK PAYMENT IF YOUR TOPIC IS NOT ON THE WEBSITE.
In case of payment for a
material not available on ProjectShelve.com, the management of
ProjectShelve.com has the right to keep your money until you send a topic that
is available on our website within 48 hours.
You cannot change topic after
receiving material of the topic you ordered and paid for.
Login To Comment