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ABSTRACT
This research work has examined effective marketing strategies for improved performance of non-durable consumer product, the main objective of the study is to ascertain effective marketing strategies for improved performance of non durable consumer product. The specific objectives of the study are to identify marketing strategies that can be implemented in order to increase sales and profitability of non-durable consumer products, to investigate the causes of poor sales of non – durable product in the market, to determine whether the pricing method has helped to increase sales of Omo detergent, to determine whether the quality of Omo detergent has helped to increase its sales. The researcher therefore adopted the descriptive/survey method as well as the use of questionnaire to enable the collection of data. The simple frequency table was used in presenting the data whereas the chi-square statistical techniques were used in testing the formulated hypothesis. The population of the study is unknown but the researchers presented 75 questionnaires to the selected markets and were retrieved. The research found that that effective marketing strategy is positive on improved performance of non-durable consumer product. The researcher finally concluded that the challenges of our dynamic environment require efficient and effective marketing strategy for continuing growth and survival of business organization. The following recommendations were made; that management of firms in Nigeria should understand the effective marketing strategy for improved performance of non-durable consumer product, there is need for integrated marketing strategies; this strategy will assist Uniliver in their marketing efforts.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Marketing activities play a vital role in the survival and growth of any organization. In recent times, marketing activities in the service industry have been posing serious problems to the services operators because of the competitive nature and increase in the number of services and manufacturing industries.
Marketing as we know it today was given little or no attention.
A successful marketing operation must rest on careful thought and plan.
The strategic aspect of the plan should be based on what was known of the competitor strength and positioning the physical characteristic of the battle ground, the financial or hostile sentiment of those who occupy the territory, and of course, the strength and character of the resources available to compete.
Ebitu (2014) conceived strategy as an action plan or a set of plans intended to achieve specific goal or objectives over a period of time.He further stressed that marketing strategy is an action plan on how organization intends to achieve its marketing objectives.
According to Orji (2010), a strategy is a pattern of action and resources allocations designed to achieve the objectives in an organization. He also found strategy as a game plan for “getting there” and that every business must follow a strategy for achieving its marketing goals.
Louise and David (1989) in Orji (2010) pointed out that marketing strategy is the overall company programme for selecting a particular target market and satisfying the target consumers through a blending of the marketing mix elements. The component of the marketing mix such as product, price, distribution and promotion represent subset of the marketing strategy. These key elements must be coordinated and put into a unified effective strategy where product must perform well in the market. The marketing strategy is direct and useful in business and in marketing. There are personnel with wide range of skills and expertise as well as factories laboratories, transportation system and financial resources and the cooperation reputations.
Orji (2010) in his book conceived non-durable product as goods whose useful life span is by their nature short in that they are consumed or ceased to exist after one or few uses. He went further to say they are tangible goods, which cease to be used after a few uses or sometimes when they are consumed only ones.
They are directly the opposite of durable goods typical example of non durable consumer product is; meat, food, petrol, detergent, soap, and tax, ride, and laundry services. He further stressed that by their nature they are consumed faster and purchased frequently.The non – durable consumer products are likely to be available at many locations, command a small margin and strong brand loyalty. They are not difficult to locate (Orji 2010).
1.2 STATEMENT OF PROBLEM
Post purchase satisfaction has always been a major achievement indicator as a level of satisfaction of customers who used the product in the market. Effective marketing strategies have contributed toward the achievement of these set objectives.Established and implemented marketing strategies have played a major role in the success of many businesses.
Every firm which intends to improve on its marketing has to create good marketing strategies for its operation. These strategies should be effective and increase the sales/profitability of such companies and will also help the company to achieve its goals.
Omo detergent produced by Unilever Nigeria Plc. Has contributed towards the success of the firm in recent years due to good marketing strategies mapped out for it Omo detergent which is one of the leading detergent ever produced by the firm has maintained its market share due to good market penetration.The product has for some time now experienced unfavourable business environmentsuch as poor sales of the product, inability of the product to face other compositing detergents in the market.Why is it that Omo detergent, produced by Uniliver Nigeria Limited can no longer face other competiting detergent in the market? This is the crux of the matter.
1.3 OBJECTIVES OF THE STUDY
This research was carried out to ascertain how effective marketing strategies can improve performance of non – durable consumer products.
The objectives of the study include the following;
- To identify marketing strategies that can be implemented in order to increase sales and profitability of non-durable consumer products.
- To investigate the causes of poor sales of non – durable product in the market
- To determine whether the pricing method has helped to increase sales of Omo detergent
- To determine whether the quality of Omo detergent has helped to increase its sales.
1.4 SIGNIFICANCE OF THE STUDY
It can be seen from the problem statement that major difficulties are identified with marketing. It is hoped that the study will help companies, managers, marketing managers and students on the field of study to adopt better marketing strategies that will improve the overall marketing performance of the company’s products and help the company realize its business objectives.
The recommendations made in this study if applied would provide initial steps in major decision on the determination of the present marketing strategies that can be used to improve sales performance of non-durable consumer product and also, for expansion of the business.
The study also will help the reader know that the success of a business depend on good marketing strategies so that it will present good image for the company and increase their sales revenue. It will also widen the researcher’s knowledge about the various strategies available and how they can be applied to the company products to improve the performance of the business.
Above all,the study will also help the people to know the value of marketing strategies and how it can be used to attract new market customers from existing market.
1.5 RESEARCH QUESTIONS
The following research questions were outlined in course of the study.
- To what extent can effective marketing strategies improve performance of non-durable consumer product?
- To what extent can a company adopt marketing strategies?
- To what extentare marketing strategies important?
- What are the problems associated with adopting these strategies?
1.6 RESEARCH HYPOTHESIS
Hypothesis One
H0: There is no significant effect of marketing strategies on improved performance of non – durable consumer product.
H1: There is a significant effect of marketing strategy on improved performance of non – durable consumer product.
1.7 SCOPE OF THE STUDY
The scope of this study is limited to Unilever Nigeria Plc, w using Omo detergent as a case study.
1.8 LIMITATION OF STUDY
Every research study has certain limitationswhich fall short of the ideas which the researcher has established or recognized.
Given the critical and sensitive nature of the topic under this study, the researcher encountered a number of problemswhich hindered the research work. Most importantly the time frame within which the work was expected to be completed was too short.
Besides, the researcher was not financiallybuoyant enough to carry out all the investigations deemednecessary to be carried out.
Furthermore, the attitude of the respondents toward the questionnaires that were administered was not favourable.
Finally,the availability of current literaturefor the research work also gave its own hindrance as the subject matter have been a matter of public discussion without proper literature to support the various argumentsmade on it.
1.9 DEFINITION OF TERMS
Durable goods: These are usually tangible goods that survive many uses (Machine, cars).
Effective: Successful in producing desired or intended results.
Marketing: Marketing is the process of planning and executing the consumption pricing, promoting and distribution of ideas goods and services to create exchange that satisfy individual and organizational objective.
Market: Market is people or organization that has money, they ready and willing to spend their money for the product of choice during a marketing plan.
Marketing Mix: The marketing mix refers to the set of actionsor fact that the company uses to promise its bound or product in the market.
Non-durable product: They are products whose useful life span is by their nature short in that they areconsumed or ceased to exist after one or a fewuses.
Products: A product is an article or substance that is manufactured or refined for sales.
Performance: Performance is the accomplishment of a given taskmeasured against preset known standard of accuracy, completeness, cost, and speed.
Strategy: Is an ability of person skilled or planning things, or a plan designed for a particular purpose.
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