EFFECTIVE MARKETING STRATEGIES FOR IMPROVED PERFORMANCE OF MANUFACTURING COMPANY IN ABA METROPOLIS (A CASE STUDY OF LEVER BROTHERS PLC, ABA)

EFFECTIVE MARKETING STRATEGIES FOR IMPROVED PERFORMANCE OF MANUFACTURING COMPANY IN ABA METROPOLIS (A CASE STUDY OF LEVER BROTHERS PLC, ABA)

ABSTRACT

This project work is conducted as part of the requirement for the award of Master of Business Administration Certificate in Marketing.

The aim of research is to find out the effective marketing strategies for improved performance of manufacturing companies in Aba Metropolis. The entire work is divided into five chapters, chapter one deals with the definition of problems of study, the objectives and significance of the study were also treated in this chapter.

Chapter two deals with the review of related literature on marketing strategies. Here the researcher tried to bring together what different authors have to say on Application of Marketing strategies, Product strategies, Price strategies, Distribution strategies and Promotional strategies.

Chapter three contains a: detailed expansion of how and where the needed information for the study was obtained from questionnaires presented and analyzed statistically.

Chapter four contains the presentation, analysis and interpretation of data. This is where the views and opinions and responses from the employees of Lever Brothers Plc were analyzed.

Finally chapter five contains the summary of the study

TABLE OF CONTENTS

Importance of Marketing Strategies.

Problems of Marketing Strategies

Various Marketing Strategies Available to Lever

Brothers Nigeria Plc.

Product Strategies

Pricing Strategies.

Distribution Strategies.

Promotional Strategies.

CHAPTER THREE

Research Methodology

Sources of Data Collection

Population of Study.

Determination of Sample Size

Sample Size for Distributors

Sample Size for Personnel Staff.

Sampling Techniques.

Instrument for Data Collection.

Method of Data Treatment and Analysis.

Questionnaire Allocation and Administration

CHAPTER FOUR

4.0    Presentation, Analysis and Interpretation of Data

CHAPTER FIVE

5.0        Summary of Findings, Conclusion and Recommendations

5.1       Summary of Findings

5.2       Conclusion

5.3        Recommendations

Bibliography.

Appendices

CHAPTER ONE

1.0     INTRODUCTION:

In Nigeria where the importance of marketing is yet to be fully appreciated, people talk of marketing their products as if they are referring to a particular problem. A successful marketing strategy must tell an organization where they would want to be on a long-term basis, that is why it is often said that marketing strategy is a continuous process. It must rest on a carefully but well planned action, Baker (1995: 17)

The strategy aspect of the plan should be based on what is known of the competitor’s strength and weakness, the physical characteristics of the battle ground, the friendly or hostile sentiment of those who occupied the territory, and of course, the nature of resources available to the organization, Stanton (1982: 35).

EFFECTIVE MARKETING STRATEGIES FOR IMPROVED PERFORMANCE OF MANUFACTURING COMPANY IN ABA METROPOLIS (A CASE STUDY OF LEVER BROTHERS PLC, ABA)