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

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

ABSTRACT

This study is a research into “An Evaluation of Product Positioning on Unilever Nigeria Plc.

        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

Approval Page

Dedication

Acknowledge

Abstract

CHAPTER ONE: INTRODUCTION

1.1        Background of the Study

1.2        Statement of Problem

1.3        Objective of the Study

1.4        Scope of the Study

1.5        Formulation of Hypothesis

1.6        Significance of the Study

1.7        Definition of Terms

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1        Meaning and Scope of Product Position Strategies

2.2        Bases for Position A Product

2.3        Types of Positioning Strategy

2.4        Product Positioning Process

2.5        Enveloping  of positioning Strategies

2.6        Evaluation  of positioning strategies

2.7        Communicating The Company’s Positioning Strategies

CHAPTER THREE:

 RESEARCH METHODOLOGY

3.1        Sources  data

3.2        Determination of sample size customers

Sample size

3.3        Sampling  technique

3.4        Research instrument used

3.5        Validation of research instruments

3.6        Questionnaire allocation and administration

3.7        Method of data treatment an analysis

3.8        Limitation of the study

CHAPTER FOUR:          

4.1 DATA PRESENTATION AND ANALYSIS OF     

4.1        TESTING OF  HYPOTHESIS

4.2        TESTING  OF  HYP;OTHESIS

CHAPTER FIVE:

SUMMARY, AND FINDING CONCLUSION, AND RECOMMENDATION

5.1        Summary of Findings

5.2        Recommendation

5.3        Conclusion

Bibliography

CHAPTER ONE

INTRODUCTION

1.1    BACKGROUND OF THE STUDY

        In marketing, positioning has come to mean the process by which marketers try to create an image or identify in the mind of their target market for its product, brand or organization. It is the relative competitive comparison their product occupies in a given market as perceived by the target market.  What we must agree as is that positioning is something that happens in the minds of the target market.  It is the aggregate perception that market has of a particular company, product or service in relation to their perception of the competitors in the same category it will happen whether or not company managements is productive, reactive or passive about the on-going process of evolving a position Ries and Trout explain that while positioning begins with a product, the concept really is about positioning that product in the mind of the customer.  This approach is needed because consumers are bombarded with a continuous stream of advertising, the easiest way of getting into someone’s mind is to be first. It is very easy to remember who is first, and much more difficult to remember who is second.  Even if the second entrant offers a better product, the first mover has a large advantage that can make up for other shortcomings.

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