The Importance of Branding in the Marketing of Unilever Products in Enugu State
Chapter One
OBJECTIVES OF THE STUDY
Brand as the name implies could be seen as a name, term, symbol, design or a combination of them which is intended to identify the goods or services of one seller or group of sellers and also shows the distribution from those of competitors.
This study therefore, seeks to know the effectiveness of branding on manufactured products with a view to establish the extent to which it has helped in the manufacturing companies like Unilever products.
- To identify how the consumer of the entire public react to branding and the impact and impressions it creates in them.
- To find out if a well planned branding strategy can make a product of Unilever Brothers Nigeria Plc to lead the market and suppose it’s competitors.
- To determine the problems that are association within branding as a strategy and the panacea to it.
- To examine the importance of branding as a promotional tools to the Unilever products.
- To examine critically Unilever products.
CHAPTER TWO
REVIEW OF RELATED LITERATURE
The study of consumers behaviour is consumed with these statements, why consumers behave the way they do consumers learn about new products, how consumers opinions and impression are modified.
Understanding consumer’s behaviour can enable manufacturers to better how the needs and meet consumers groups which is been attempted to serve. However it is quite difficult to study and understand consumer behaviour because it cannot be subjected to scientific proves or tests. The only alternative often used by deductive scientists have been the use of deductive reasoning or judgments made from past experiences of constant exhibition of any particular behaviour. Marketing executives on their own part have often sought to understand the concept of consumer behaviour by carrying out research into knowing what is the wants of the consumers and, why they need these products. The gathered information is analyzed and integrated into the alternative marketing programmes, which are aimed at certify the needs of the consumer, profitably. Let us now consider and see some author’s views on the consumer’s behaviour.
Brand as defined by Encyclopedia Britannica or service of the seller(s) and to differentiate in then from good of competitors. A brand aids consumers in differentiating between items of different manufacturers of trademark.
Brand is the act of identifying a products of service with a names sign, a symbol or design or combination of these which is intended to distinguish the product or service or one seller or group of sellers from these of competitors.
BRAND POLICIES
Branding of products is necessary for purpose of identification and differentiation. For example, one advertisement of manufactures and middlemen can be easily identified and differentiated from others through one use of brand names. According to Ifezue (1991, et al. 142). “A brand offers some protections to one consumer through identification of the company behind facilitates the buying problems of the customer by making it easier for the consumer to identify the products of their choice”.
According to Michael Baker (1985 P. 54). “Branding is now standard practice for one majority of goods, although it is most frequently association with product purchased for person consumption”.
From both the consumer’s and producer’s point of view the brand serves as a useful short hand expertise associated with a given product.
Moreover, it helps consumers to distinguish fakes from the authentic when buyers are either satisfied or dissatisfied with a product, branding makes it easier for them to trace the product to the maker so as to either make a repeat purchase if satisfied to avoid the product, return the produce tell these not to buy it or seek redress it not satisfied. It also facilitates the introduction of new product.
He further says that “brand enables the purchaser to obtain products which satisfy highly specific wants, without having to restore to a detailed description of them. According to Bulk (1985:46) branding of products is necessity in highly competitive market to ensure customer recognition and for the protection of the company’s product image.
Kotler (1997:442) says, “Brand is a major issue in product strategy”. On the one hand developing a branded product required a great deal of long-term investment spending, especially for advertising, promoting and packaging. In developing a market strategy for individual product, the sells have to confront the branding decision.
Schewe and Smith (1980:100) conclude, “Branding is the basis of pull marketing”. Through branding, it is stable continues market and market share is established and cashier sales relationship, easier sales forecasting and easier production and purchasing to schedule.
CHAPTER THREE
RESEARCH METHODOLOGY
SOURCE OF DATA
Primary and secondary data sources were used by the research.
PRIMARY DATA SOURCES
Here, the researchers used oral interview, direct and questionnaire in gathering primary data.
In oral interview involved a face-to-face question and answer method using brand of toiletries randomly selected from Unilever Brothers Nigeria Plc, Products while direct observation approach was based on what the researchers saw in the branding of toiletries.
SECONDARY DATA SOURCES
The researcher could not lay hand on material relating to this chosen topic. However, the researcher got information from textbook, journals of marketing research works and magazines.
POPULATION OF THE STUDY
As the researcher has earlier stated the population of interest in consumers of branded toiletries produced by Unilever Brothers Nigeria Plc in Enugu Metropolis. Their selection for interview was by choice and not statistically defined.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
In this chapter, the data gathered will be analyzed. One of the analysis will be used i.e tabulation (percentage) method. It will be necessary to state that the data presented and analyzed have direct relationship with the objective and hypothesis of the study.
CHAPTER FIVE
SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSIONS
SUMMARY OF FINDINGS
After data analysis, the researcher discovered the following:
- Brand name makes it easy to recognize a product.
- Brand name helps to promote a product by making.
- Consumers to identity the product
- It is also make them to use the product often branding makes consumer to use the product often.
- Branding makes consumer to use the products more than unbranded products.
- Unbranded product has negative effect on the user.
- Banding enhance product quality.
RECOMMENDATIONS
The researcher recommended the following:
- Manufacturers should try its best to the best branding strategy that will be suitable for it target market.
- These branding strategies will help Unilever product to attract more customers.
- Best quality product should by the consumers
- Manufacturers should register their brand name in corporate affairs commission to avoid copying by competitors.
- Promotion also should be put in practice to help increase sales on branded products.
- Unilever products should insist on branded products for easy identification.
- The company brand product should be a available at the right time and at the right place to enhance customer patronage and satisfaction.
CONCLUSION
If the above mention recommendation were well utilized they would go along in helping the company to achieve success and growth in the market.
REFERENCES
- Adirika, E. O. (1996) Practice of Selling Okpara Avenue, John Jacob’s Classic Publishers Ltd.
- Ifezue, Alex N. (1990) Principles of Marketing, Enugu Nigeria Abic Book and Equipment Ltd.
- Kotler, Philip (1980) Marketing Management Analysis Planning, Implementation and Control, 4th Edition, Englewood Cliffs, New Jersey, U.S. A. Prentice hall International Inc.
- Okafor, A. I. (1996) Sales Management, The Total System Approach, Nkpor Onitsha Anambra State: Baset Printing and Publishing Ltd.
- Olakunori, O. K. (1997), Successful Research, Enugu Nigeria Computer Edge Publishers.
- Olakunori, O. K. and Ejionueme, N. G. (1998), Introduction to Marketing, 2nd Edition; New Generation Books.
