THE EFFECTIVENESS OF MARKETING COMMUNICATION MIX IN CREATING AWARENESS OF A BRAND (A CASE STUDY OF UNILEVER NIGERIA PLC ENUGU). A RESEARCH PROJECT MATERIAL ON MARKETING
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.
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.
Modern marketing calls for more than developing a particular brand, pricing of attractively and making it accessible to the target customers, very few goods or services can survive in the market place without effective communication. The marketing manager must endavour to make good use of advertising, sales promotion, publicity and personal selling as the promotional tools of marketing to attain market penetration and business survival and competitive advantage. In view of the fore-going, the researcher intends to determine the effectiveness of marketing communication mix in creating awareness of a brand in unilever Nigeria plc.
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