THE EFFECT OF BRANDING ON PRODUCT MARKETING (A CASE STUDY OF UNILEVER NIGERIA PLC)

ABSTRACT

The project work is designed to give insight to the effect of branding on product marketing.  This is to enable the reader to appreciate the contributions of branding to business and the successful operation of development of such firms and industries.

Branding is essential for advertising effectiveness.  This is because it is branding that distinguishes similar products of different manufacturers.  It helps consumers to establish the brand identity of various producers.

Branding can be defined as of a name, a term, symbol or design or a combination of these to identify for the consumer and relates it to brand and product for the consumer and relates it to brand product design.

The hope of the marketing is to find or develop a brand name that strongly relates to the personal value structures of a large segment of the market.

The research work consists of five chapters.

TABLE OF CONTENTS

 

CHAPTER ONE

1.0       Introduction

1.1       Background of the Study

1.2       Statement of the Problems

1.3       Purpose of the Study

1.4       Significant of the Study

1.5       Scope and Limitation of the Study

1.6       Research Question

1.7       Hypothesis

1.8       Definition of Terms

CHAPTER TWO

2.0              LITERATURE REVIEW

2.1       Historical Background of Unilever Plc

2.2       Definition of Brand

2.3       Characteristics of Branding

2.4       Types of Branding

2.5       Reasons for Branding

2.6       Brand Decision

CHAPTER THREE

3.0       Research Methodology

3.1              Research Design

3.2              Area of Study

3.3              Population of the Study

3.4              Sampling and Sample Techniques

3.5              Instrument for Data Collection

3.6              Method of Data Analysis

CHAPTER FOUR

4.0       Presentation and Analysis of Data

4.1              Hypothesis Testing

CHAPTER FIVE

5.0       Summary

5.1       Recommendations

5.2       Conclusion

REFERENCE

APPENDIXES

CHAPTER ONE

INTRODUCTION

1.1       BACKGROUND TO THE STUDY

Prior independence, Nigerian citizens depended much on imported goods especially household products which were made available by the colonial masters and Western Merchants.  Then there were not much local substitute and where there is, they were no match to the imported goods in quality, hence the preference for the foreign products by many.

With the attainment of independence in 1960 came the clamour for another kind of independence economic independence.

The third and fourth National development plan was for self sufficiency.  The country had to minimize importation so as to become economically self sufficient.  A lot of efforts had been made towards the promotion of made in Nigeria goods.  To produce goods with local raw materials which was backed by the introduction of Structural Adjustment Programme (SAP) which embark on local sourcing of raw materials, food self-sufficiency and encouraging investment in growth.

Marking programmes such as trade fair are often organized to encourage and give exposure to local manufacturers.  It creates more awareness to the products.  It I been organized by the chamber of commerce and industries.

The product industries included Unilever Nigeria Plc, Patherson and Zochoms (PZ), UAC and International Equitable Association (IEA).  They produce close products substitutes but they differentiate their products and secure stronger markets position by use of brand name.

Branding is essential for advertising effectiveness.  This is because it is branding that distinguishes similar products of different manufacturers.  It helps consumers to establish the brand identity of various producers.  Branding can be defined as the use of a name, a term, symbol or design or a combination of these to identify a product.

It identifies the product for the consumer and relates it to brand and product design.

Brand promotion has advantages for branders as well as customers.  A good brand speeds up shopping for the customer and thus reduces the marketers selling time and effort.  And when customers repeatedly purchase by brand, the brand is protected against competition from other firms.  This can increase sales volume and reduce promotion costs.  Goods brands can improve the company’s image speeding acceptance of new products marketed under the same name.

Unilever Nigeria PLC is a marketing organization that markets over 40 different brands in 82 pack sizes ranging from Home care, personal care and food categories.  In order to ensure excellence in marketing the company has a clear policy of maintaining a high quality of her products, which is respected nationwide.

The company quality policy stipulated the guidelines to which the company is committed.  The company is committed in meeting the need of consumers in respect of product performance and her quality standards to meet the needs better than competitors, it ensures that the quality standards satisfy brand advertising claims and in general are supportive of overall brand positioning and maintains regular contact with the market, the distribution chain, the trade, the consumers for close monitoring of product performance and quality against other competitors.

Unilever Nigeria PLC stands competitively against other industries.  Their products are developed, produced, branded and sold specifically to meet the identified needs of consumers.  Hence the slogan “A visible friend in every home”.  It is the interest of the researcher to find out the effect of branding on the marketing of the products.

1.2       STATEMENT OF THE PROBLEM

Today, competitive conditions characterize practically every market in Nigerian’s manufacturing industry; there is a great variety in the quality between competitive products.

Every human being by human nature always like to appear best of all, so does every industry want to have the best of products.  This is a general feeling that some materials are inferior and preference is shown on products with more superior quality.  In some cases some products sell more than others not because they are better in quality, but because of the name it has made or the level of advertisement made on it.  The problem of this study is therefore to find out what roles product branding has helped in the marketing of Unilever PLC products.

1.3       PURPOSE OF THE STUDY

The general purpose of this study is to find out the effect of branding on the marketing of Unilever Nigeria PLC products.

Specially, the study will find out if:

(a)                Branding has influence on choice of products.

(b)               Branding has advantage in competition

(c)                Branding contribute in profit making

(d)               The nature of product determines the brand name.

1.4       SIGNIFICANCE OF THE STUDY

The findings of this study will be very useful to the department of marketing and of many private and public organization in making decision on marketing strategies.

Again, the findings of this study will provide additional knowledge to students who are aspiring to become great marketers.

Also, the findings of this study will help consumers to differentiate between product name and product quality.

Furthermore, the findings of this study will provide the basis for further studies.

1.6       RESEARCH QUESTIONS

The study will be guided by the following research questions:

1.                  What is the influence of branding on the choice of products by consumers?

2.                  Does branding have advantage in competition?

3.                  Does branding contribute in profit making?

4.                  Does the nature of the product determine the brand name?

1.7       HYPOTHESIS

HO1:     Branding of Unilever products does not influence choice of products by consumers

HO2:     Unilever product branding also does not have advantage in competition.

HO3:     Branding does not contribute in profit making.

HO4:     The nature of the product does not determine the brand name.

1.8       DEFINITION OF TERMS

PRODUCT

A product refers to those physical goods, services, experiences, events, persons, places, properties, organizations and idea that can be offered to a target market for the purpose of satisfying a want and need.

BRAND

It is a product strategy referring to a symbol or design or a combination of them for the purpose of product identification and differentiation from other.

MARKETING

It is a societal process through which individuals and groups obtain what they need and want by creating offering, and freely exchanging products and services for a value with other people.

TRADE MARK

Is a part of brand that is given legal protection because it is assigned exclusively to the company.

TRADE NAME

Is the legal name of an organization as in case of Unilever Nigeria PLC and Nigeria Breweries PLC

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