THE EFFECTIVENESS OF MARKETING COMMUNICATION MIX IN CREATING AWARENESS OF A BRAND (A CASE STUDY OF UNILEVER NIGERIA PLC ENUGU)

THE EFFECTIVENESS OF MARKETING COMMUNICATION MIX IN CREATING AWARENESS OF A BRAND (A CASE STUDY OF UNILEVER NIGERIA PLC ENUGU)

ABSTRACT

This research work focused on “The effectiveness of marketing communication mix in creating awareness of a brand. (A case study of Unilever Nigeria plc operating in Enugu metropolis). The study have the following objectives. To find out the effectiveness of marketing communication mix in creating awareness for the product brands in Enugu metropolis. To find out the effectiveness of marketing communication mix in increasing the sales revenue of Unilever Nigeria plc products. To find out if marketing communication mix adopted by Unilever Nigeria plc leads customers to repeat the purchases of their products in Enugu metropolis. In addition, an extensive literature review was carried out. Three sets of questionnaires were prepared and administered to a population comprising management and staff, distributors and customers of Unilever Nigeria plc Enugu. Census survey was used for relevant staff and management while topman’s formular used for distributors and customers. Questionnaire collected were analyzed using tables and percentages. The analysis shows the following findings. Marketing communication mix help Unilever Nigeria plc in creating customers awareness of their products in Enugu metropolis. The company has a very high performance rate in marketing communication mix strategy. Based on the findings the following recommendations were made Unilever Nigeria plc should disseminate information about their products existence, quality, features and the benefits through the marketing communication mix promotional activities. The researcher concluded that if Unilever Nigeria plc should implement the recommendations made in this research work Unilever plc will achieve the noble objectives of the company in Enugu state.

TABLE OF CONTENTS

CHAPTER ONE: INTRODUCTION

1.1    Background of the study

1.2    Statement of Study

1.3    Objectives of Study

1.4    Research Questions

1.5    Significance of the study

1.6    Scope of the Study

1.7    Limitations of the study

1.7    Definition of Terms

CHAPTER TWO

2.0    Literature Review

CHAPTER THREE: RESEARCH METHODOLOGY

3.1    Source of Data Collection
3.2    Population of the Study

3.3    Sample Size Determination

3.4    Sample Size or Management and Relevant Staff

3.5    Sample Techniques

3.6    Instrument for Data Collection

3.7    Reliability and Validity of Research Instrument

3.8    Validity of the Research Instrument

3.9    Method of Data Treatment and Analysis

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.1    Presentation and Analysis of Data

4.2    Testing of Hypothesis

CHAPTER FIVE: DISCUSSION AND RECOMMENDATION

AND CONCLUSION

5.1    Summary of Findings

5.2    Recommendations

Bibliography

Appendices

CHAPTER ONE

INTRODUCTION

1.2    BACKGROUND OF THE STUDY

        Marketing at any stage cannot grow without communication, marketing started as a selling activity in which the manufacturer produces and expects customers to go in search of the goods. the next the producer recruits sales persons and send them out to sell the products. At this stage marketing involves extensive marketing communication tools such as advertising and personal selling. The marketing practice is one rear employment marketing as a wand creating and satisfying instruments. Marketing performs virtually all its functions by making use of effective communication.

THE EFFECTIVENESS OF MARKETING COMMUNICATION MIX IN CREATING AWARENESS OF A BRAND (A CASE STUDY OF UNILEVER NIGERIA PLC ENUGU)