PROPOSAL
The primary aims of it is research is to
take a deep look on how branding and packaging as tools for product
differentiation in the marketing of consumer product in Nigeria.
Branding is a name, symbol, sign given
to a product in order to differentiate from other manufactures products in the
market. Packaging is defined as group of activities producting the wrapper or
container for a product.
The chapter one of this research is
about the general introduction about branding and packaging. The aim and
objectives scope and the significant and the limitation of the study.
Chapter two is talking about literature
review that is past work of different authors. And meaning, characteristics of
product impact of branding and packaging on marketing activities. The important
of branding and packaging as instrument for differentiation.
Chapter three, is about the data
presentation and analysis, research methodology and data collection instrument.
While chapter four is explaning the
research methodology that is the method of research use in there research.
Lastly chapter five is the summary of
finding conclusion and recommendation to the research.
TABLE
OF CONTENTS
- CHAPTER ONE: BACKGROUND OF THE
STUDY
- Introduction
- Statement of research problems
- Aims and objectives of the study
- Significant of study
- Scope of the study
- Limitations and constraints to the
study
CHAPTER
TWO: LITERATURE REVIEW
- Review on past work on branding and
packaging
- Meaning of characteristics of product
- Impact of branding and packaging on
market activities
- Importance of branding an packaging
product as an instrument for product differentiation
- How product differentiation helps
branding and packaging of product.
CHAPTER
THREE: RESEARCH METHODOLOGY
- Research population and sample
- Data collective instruments
- Administration of instruments
CHAPTER
FOUR: DATA PRESENTATION AND ANALYSIS
- Brief History of global soap and
detergent industry (GSDI) Ilorin
CHAPTER
FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION
References
CHAPTER ONE
1.1 INTRODUCTIONS
The duties performed by a company
include the building of a unique brand name that will eventually fit a product
for easy identification.
A product is anything tangible that can
be offered to a market for attention, acquisition use or consumption that can
satisfy a want or need.
Product process tangible and tangible
attributes which include packaging service product also posses many
characteristics which include quality, features, styling, branding and
packaging.
Branding can be defined as a process of
using a particular names, signs, trade marks, symbols by manufacturers or
producers for easy identification of their products from that of competition
while brand is that part which can be visualized e.g. coke, 7up, thermocool
etc. for easy identification of product which can be consumer or industrial
product, branding is used as a unique form for instance flahs detergent powder,
vogue toilet soap and canon photo copying machine each of them contain a unique
symbol and sign which aid in differentiating product in the market.
Packaging is an activity involved in
designing and producing suitable container and wrapper of a product. This can
be primary and secondary form.
In a common consumer product e.g.
Hi-clean scouring powder and flash blue detergent powder, the plastic ontainer
that house the scouring powder and the paper carton which contain flash
scouring powder and flash detergent as secondary package.
All those protection product from being
damage and his appeal directly and indirectly to the consumer.
Packaging is essential as promotional
instrument to the producers and sellers consumer re-use packaging for example
bourn vital paper packs are used by little kids to make many structure such as
toy cars, toy lorries and toy game posts. Pronto wives for storing purposes.
This study will be mostly concerned
about how branding and packaging have been effective tools for product
differentiation in marketing of consumer products.
Marketing is defined by Philip Kotler
(1988) as a social and management process by which individual and group obtains
what they need and want through creating and exchanging products and value with
others. Another definition says “marketing is the management process
responsible for identifying, anticipate and satisfying consumers requirement
predictability. Form this definition of marketing it is seen that it is only
branding and packaging that consumer can recognize their loyal brand and as
such they can make a repeat purchase for instance different colours of
detergent package consumers to differentiate their choice and type and this
form loyalty to that brand that eventually established and developed.
Branding is very important and helps
producer since:
- It encourage repeat purchase at lower
cost to the producer
- It develops loyal customers to that
brand through repeat purchases.
- It builds up corporate image of the
organization
- It leads to product identification and
protection
1.2 STATEMENT OF RESEARCH PROBLEM
In any research work,
certain problem are usually identified for the study to solve. It is the way a
problem is defined that governs the ability of decision makers to search and
identify appropriate solution. In this resgards, below are the study;
- What are the problem consumer face in
their choice of brand and how has branding and packaging been effective in
marketing of consumer products?
- Hs there been any benefit that the
consumers and producer get from branding a product?
- Have branding packaging not been
considered to be ways of deceiving consumers of the quality of that of an
advantage of the corporate image of the organization?
- How could be consumer who suffered
disappointment due to poor quality of the product be identified and then
compensated so that he could make a repeat purchase?
BRANDING AND PACKAGING AS TOOLS FOR PRODUCT DIFFERENTIATION IN THE MARKETING OF CONSUMER PRODUCT IN NIGERIA
