AN EVALUATION OF PRODUCT POSITIONING STRATEGIES IN THE CONSUMER PRODUCTS INDUSTRY IN NIGERIA (A CASE STUDY OF UNILEVER NIGERIA PLC ). A RESEARCH PROJECT MATERIAL ON MARKETING

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.

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.

AN EVALUATION OF PRODUCT POSITIONING STRATEGIES IN THE CONSUMER PRODUCTS INDUSTRY IN NIGERIA (A CASE STUDY OF UNILEVER NIGERIA PLC ). A RESEARCH PROJECT MATERIAL ON MARKETING