Full Project – EFFECTIVE MARKETING STRATEGIES FOR IMPROVED PERFORMANCE OF NON – DURABLE CONSUMER PRODUCTS

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  CHAPTER ONE

                                                INTRODUCTION

BACKGROUND OF THE STUDY

In Nigeria where the importance of marketing is yet to be fully appreciated, people talk of marketing their product as if they are referring to our problem.

A successful marketing operation must rest a carefully though and plan.

The strategy aspect of the plan should be based on what was known of the enemy’s strength and positioning the physical characteristic of the battle ground, the financially of hostile sentiment of those who occupied the territory, and of course, the strength and character of the resource available to the commander.

In this business organization, these is safety on activity where element of marketing and marketing strategies can not be traced.  Marketers must therefore make the right decision about the four component of the marketing mix, price, product, place and promotion.  These key components must be co-ordinated and more into a unified effective strategy if their product must reform well in the market.  The analogy of business strategies is direct and useful in business and in marketing, the terrain is the market place in particular and economic, potential, social and technological environment in general.  There source are personnel with wide – ranging skill and expertise as well as factories laboratories, transportation system, and financial resource and the corporation reputation.

Moreover, the performance of the product depend largely on the post purchase satisfaction, whether they satisfied or dissatisfied with the purchase potential consumer expect to derive satisfaction from the product when compared with the ones they have previously used.

Depending on the nature of business, strategy may have other dimension as well. At heart of any business strategy is a marketing strategy, business exist to deliver product to the markets to the extent that they serve this purpose well and efficiently they grow and profit.

Expectation therefore play a major role in the reaction of the consumer towards a product, consumes base their expectation o in the information or message received from sellers, friends another source of information.

All these are the marketing effort, the objective of organisaiton has to be considered, particularly profit maximization.

The conclusion strategies must reflect all aspect of market and above all, it must anticipate the action and reaction of competitors.

HISTORICAL BACKGROUND INFORMATION OF LEVER BROTHERS PLC.

There is no way to treat the history of Lever Brothers Nigeria Plc. (LBN) without connecting it with Unilever.  Lever Brothers (Nig.) Plc, parent and muti-national company in London.  Unilever history in turn limited with it’s founder William Hesketa Lever.

William H. Lever started at a tender age of 19 years by 1985, he had stated buying the purest soap from Local Soap maker.  Infact, he was the first man to start selling in faslets, Wrapping it in bar of  specific advertising through local Newspaper. “No soap does his buyer business than advertising” was his usual shagan.  It is innovation evidently was to lead to modern brand a product management.

In Nigeria, William Hesketa Lever bought a River Pool forum trading in Nigeria mainly in timber in 1910.

Palm kennel crushing mill were erected in 1910 at Oposo and Apapa (Lagos).  In 1920 Mr. Lever   bought off the Niger Company of r8.6 million.  It is this company that meryed with African and Eastern trading company to form what now known as the United African Company (UAC) in 1929.

Unilever extended it’s business activities into Nigeria when it was incorporated as West African Soap Company (WASC) until 124 at Apapa where laundry soap of key, Sunlight and Magret brands were first manufactured in 1952.  Lux tablet was introduced, Magerine factory which was registered under the name Van Beign (Nig.) Ltd, was opened at Apapa.

In 1955, both WASC and Van Beigh (Nig.) Ltd. formed till today exist as Lever Brothers Nigeria Plc. Under the same management in 1957, Aba Branch was opened with a soap factory for the production of laundry soap to start.

 

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Full Project – EFFECTIVE MARKETING STRATEGIES FOR IMPROVED PERFORMANCE OF NON – DURABLE CONSUMER PRODUCTS