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AN EVALUATION OF PRODUCT POSITIONING STRATEGIES IN THE CONSUMER PRODUCTS INDUSTRY IN NIGERIA (A CASE STUDY OF UNILEVER NIGERIA PLC ENUGU)

  • Type:Project
  • Pages:89
  • Format:Microsoft Word
(Marketing Project Topics & Materials)
ABSTRACT
This study is a research into “An Evaluation of Product Positioning on Unilever Nigeria Plc in Enugu.
The study seeks to find out how product positioning helps the firms in achieving greater part of its sales objectives.
In an attempt to carryout the study effectively, a total sample of seven firms were judgmentally selected.
This sample random sampling technique and chi-square statistical tools was used for this study.
i. From the analysis of the data, it was deduced that the selected firms consider the application of product positioning as very important part of firm’s sales objectives.
ii. The selected firms also used product positioning to achieve their aims.
iii. The firms marketing operations are regionally structured.  However, it was noted that the firms is selling to all the customers.
Finally, the following suggestion were seen:
a. There should be adequate provision of funds.
b. The firm should engage more effort to train their sales executives.
c. They should improve on advertising and other sales promotion mix.
d. Lastly, the issue of transportation and distribution facilities should be improved.

TABLE OF CONTENTS
Title Page                                                 i
Approval Page                                         ii
Dedication                                               iii
Acknowledge                                           iv
Abstract                                                   v

CHAPTER ONE: INTRODUCTION 
1.1 Background of the Study 1
1.2 Statement of Problem 3
1.3 Objective of the Study
1.4 Scope of the Study 6
1.5 Formulation of Hypothesis 7
1.6 Significance of the Study 9
1.7 Definition of Terms 9

CHAPTER TWO: REVIEW OF RELATED LITERATURE 
2.1 Meaning and Scope of Product Position Strategies  11
2.2 Bases for Position A Product 4
2.3 Types of Positioning Strategy 17
2.4 Product Positioning Process 21
2.5 Enveloping  of positioning Strategies 24
2.6 Evaluation  of positioning strategies 28
2.7 Communicating The Company’s Positioning Strategies 29 

CHAPTER THREE:
 RESEARCH METHODOLOGY 
3.1 Sources  data     34
3.2 Determination of sample size customers  
Sample size   35
3.3 Sampling  technique 37
3.4 Research instrument used 37
3.5 Validation of research instruments 39
3.6 Questionnaire allocation and administration 39
3.7 Method of data treatment an analysis 43
3.8 Limitation of the study 43 

CHAPTER FOUR:  
4.1 DATA PRESENTATION AND ANALYSIS OF 58 
4.1 TESTING OF  HYPOTHESIS 65
4.2 TESTING  OF  HYP;OTHESIS 69

CHAPTER FIVE:
SUMMARY, AND FINDING CONCLUSION, AND RECOMMENDATION 
5.1 Summary of Findings 79
5.2 Recommendation 81
5.3 Conclusion 84
Bibliography 

AN EVALUATION OF PRODUCT POSITIONING STRATEGIES IN THE CONSUMER PRODUCTS INDUSTRY IN NIGERIA (A CASE STUDY OF UNILEVER NIGERIA PLC ENUGU)

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Details

Type Project
Department Marketing
Project ID MKT0823
Price ₦3,000 ($9)
No of Pages 89 Pages
Format Microsoft Word

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    Details

    Type Project
    Department Marketing
    Project ID MKT0823
    Price ₦3,000 ($9)
    No of Pages 89 Pages
    Format Microsoft Word

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