THE EFFECT OF MARKET SEGMENTATION AND POSITIONING ON COMPANY PERFORMANCE.(A CASE STUDY OF SELECTED TEST BOOK PUBLISHING COMPANIES IN OWERRI).
ABSTRACT
The major problem addressed in this study is exploration of the relevance of effect of branding of product marketing in industries that produces household goods (for a study of UNILEVER NIG PLC ABA) abia state with a view to establishing the relationship between advertising and sales volume. Advertising has been a subject of controversy within the academic circle. Chapter one deal with the introduction of general description in relation to the topic under study. It explains the importance of advertising on the marketing of consumer product. It explains advertising as one of the promotional tools which a firm employers to persuade potential buyers. It explains advertising as one of the promotional tools which a firm employ buyers to persuade potential buyers. Apart from the role and importance of advertisement the problems and challenges encountered by unilever Nig plc in applying advertising in its operation was enumerated. However, the researcher summarized the entire study. The study has attempted to analyze the factors responsible for the influence of advertising on marketing of consumers product.
TABLE OF CONTENTS
Title page
Dedication
Acknowledgement
Abstract
Table of contents
Chapter one
1.1 background of the study
1.2 statement of problem
1.3 purpose of the study
1.4 research question
1.5 statement of hypothesis
1.6 significance of the study
1.7 scope of the study
1.8 definition terms
Chapter two
2.0 meaning and scope of segmentation and positioning
2.1 bases for segmentation
2.3 criteria for segmentation
2.4 attributes used to selected target segments.
2.5 why segmenting market (importance)
2.6 types of market segments
2.7 factors of a market segmentation
2.8 qualities of a market segmentation
2.9 tactical application.
Chapter three’
- Introduction
- research methodology
- research design
- sources/ method of data collection
- population and sample size
- sampling techniques
- validity and reliability of measuring instrument
- method of data analysis
chapter four
4.0 presentation and analysis of data
4.1 introduction
4.2 presentation of data
4.3 analysis of data
4.4Test of hypothesis
4.5 interpretation of result
Chapter five
- summary conclusion and recommendations
- introduction
- summary of findings
- conclusion
- recommendation
CHAPTER ONE
The effect of mark segmentation and positioning on company performance particularly, in utilizing market segmentation the insurance companies must pay attention to barriers that may negatively impact the effectiveness of the market segmentation exercise performance positioned to make best use of segmentation practices.
The have perceived it as the process that a company adopt to divide the market into district positioning and enhanced turnover market segmentation is necessary and its often the strategy for market positioning for a retail organizational marketing research firm and the performance positioned to make best use of segmentation.
This section of the report deals with the historical background of selected textbook publishing companies in Owerri. It also narrates the statement of problem, purpose of the study, research questions, the significance of the study, scope and limitation of the study.
The subject matter of market segmentation is the desegregation of the population into separate groups or subgroup. It is time that may criticism of marketing are promoted by misunderstanding and / or miss-application of the marketing concept. Usually the mistaken marketing concept it iherfing interpreted as give the customers what he wants which in many cases is a sure road to turn.
- in reality the marketing concept advice that we should establish users or what extent it existing and potential resources to the mutual benefit of both parties go the exchange. Clearly the real marketing concept required the marketer to steer a careful course between regarding every individual as a discrete marketing opportunity form consumers and organization buying behaviours it is apparent that are can either disaggregate a population into separate the groups or a population into separate the group or subgroup of population through the use of a variety of distinguishing distractive features which must be passed by those within the group but he same time are absent from those excluded from it. In marketing this process is known as marketing segmentation.
Marketing segmentation could also be process of dividing of a total market into groups consisting of people who have relatively similar product meds. The purpose is to design a marketing mix(es) that more precisely match(es) that meds of individual in a selected segment(s)
A market segment on the other had is a group of individual groups or organization who share one or more similar characteristics that cause them to have relatively products need
beyond identifying segments in the market management must. Carefully consider both the strengths and the weakness of competitions when developing marketing strategy this is to aid the product positioning task in essence product positioning the market segmentation by defending the market target that management in tends the firm to penetrate. It establishes the segment at which the firm intends to focus its marketing efforts. This is the segment(s) where the firms is most likely to have a competitive advantage.
The concepts involving segmentation and position are perhaps best explained through as illustration. The example used is a classic the result of the research were dramatic because the reshaped the bear industry through the introduction of a light-type product. By focusing segment needs and competition positions selected textbook publishing companies in Owerri was able to true the once financially troubled company into a leading contender in the overall industry market segmentation and product a target for which it has a competitive advantages so that a lasting market position one of solid market strength can be established. Marketing perform two basic tasks in meeting the exchanged objective first the identify potential markets are select certain target market to serve them they design and implant marketing strategies to meet those target market objectives.
Marketing strategies or action plan for accomplishing objectives then are through in terms of particular market. In the segmentation of textbook as a product it should be with different categories of buyers of textbook according to the use need and status of these buyers based on this the concept of segmentation in the publishing firms are based upon the position that consumers are different.
- consumer are different.
- differences in consumer are related to difference in the market demands and buying motivates.
- segmentation of consumer can be possible be isolated within the overall market.
- at least one segmentation has sufficient demand potential justify selection as a market target.
- market target segment are sufficiently stable to allow adequate lead time for the design and implantation of a marketing strategy.
The benefit of market segmentation and positioning are number and include that the management is better able to access competitive strength and weakness of greatest importance. This will save company resources by foregoing a pitched battle for competition when then is little real hope of market gain.
Generally a great number of problems confront the application of market segmentation and positioning. To describe market segmentation does not seen different but to put the description into practices is not easy some of the problem however are particular about market segmentation and positioning in textbook publishing firms. Some of these problem are stated in the work with the purpose of finding solution to them.
- the inability of the firm to classify their customers group according to the uniqueness in purposes.
- The segmentation and positioning is based on subject rather than based on customer’s consumers and their needs.
- Inadequate transportation facilities for salesmen whom their jobs require traveling from one place or customer to another.
- inadequate sales training and edveation there is simply not enough training for old and new employed salesmen hence the lack knowledge and concept of market segmentation.
- inability to carryout marketing survey and research there id no provision to know how effectives their strategy is how customer responded to their
- offering the inability to carryout market research to know the extent of homogeneity of the their customers also pose problem to the organization.
Like the marketing philosophy pointed out every marketing oriented firm or organization has the primary duty of not for only marketing sale for the company but for the identification of customers need and planning satisfy these customer need at a profit to the firm. For the purpose this work it is therefore very important to review the strategy and offerings of organization with view to finding how effective strategy and offering are meeting the objectives of the organization that is applying them it is the light of this that this work out line the following.
- to know what market segmentation and positioning is all about as it involves the companies under study.
- To know if actually the companies or organization actually applies market segmentation and positioning in the sales of its product.
- Also to know the company’s sales is structured this could be geographically regionally or customers structured and if it can determines or know its target customers.
- The other objective of this study is also to know the method or strategy the companies actually uses performing functions.
- Also the effectiveness of market segmentation and positioning strategies is achieving the firm’s goals as well as host of other.
The study covers all aspects of market segmentation and positioning as an instrument for achieving organizational objectives as a whole the pollution of this study is all publishing firm’s in the country however due to time and financial contractile constraints a survey of selected firm’s in Owerri will be conducted. Therefore the study sample has been narrowed to seven publishing firm’s in Owerri which the researcher believers representative of the entire population.
For the purpose of this study the study following question will be asked.
- what categories of customers do the firm sells to?
- how do the firm’s structure its sales force.
- how do the firms distributed its products.
- do firms use market segmentation and positioning in achieving its sales objectives.
- SIGNIFICANCE OF THE STUDY.
The study on the segmentation of market and positioning is very significant because many companies and organization have had some problems to perform more profitable because of the lack of idea to segmentation of market and positioning this root would provide marketing sales mangers of companies and organization in the state and the country at large with the useful tools for designing and accessing the efficacy of their market segmentation programmes.
The study is very significant and justifiable in that market segmentation and positioning and identification target market by organization and part of tools for the realization of turnover ration of organization as well as development sales.
Finally, this research would form a basic for further research in this direction there by laying foundation for other researchers.
THE EFFECT OF MARKET SEGMENTATION AND POSITIONING ON COMPANY PERFORMANCE.(A CASE STUDY OF SELECTED TEST BOOK PUBLISHING COMPANIES IN OWERRI).
