THE EFFECTS OF PROMOTIONAL STRATEGIES IN MARKET SHARE ENHANCEMENT IN A MANUFACTURING ORGANIZATION (A CASE STUDY OF UNILEVER NIGERIA PLC, LAGOS)

 ABSTRACT  

This research work is to look into the effect of promotional strategies on market share enhancement in manufacturing organization. And how promotional mix can be manipulated to ensure market penetration and have a substantive share of a market. The research work is divided into five. These are the introduction, background of the study, literature review, research methodology. Also presentation of data, analysis of hypothesis, summary of findings, conclusion and recommendation.

 

CHAPTER ONE

 

1.0       INTRODUCTION OF THE STUDY

1.1       BACKGROUND

Innovation and existing product are valueless to the company, unless they are bought out of the factories they are of value only when knowledge of the product is dispersed to those who can use them, or who will buy it. Marketers need to identify as many characteristic of potential buyers as possible i.e. what they like, how and why they buy, what they buy etc.

A company can produce best product, package it wisely and appropriately, distribute it wisely and position such product to the consumer best appeal. All these marketing skill will be a waste if nobody knows the significance of such effort that have been put in place, the most important things that have matters is getting the product to the notice of the potential customers.
Production is the most important and difficult taste that the society currently faces. Based on this, marketing planner must design the promotional strategy with mixed because the development of promotion provided the means of satisfying our basic needs for survival foods, water, clothing and shelter instead, most of our purchasing revolutions around satisfying wants.

Needs therefore stimulate a greater drive within customer and so goods and services that satisfy needs tend to sell the medullar but with the huge number and variety of wants, marketing the market place, customer need a great deal of information in order to satisfy’ their needs, this is an affluence society there is a greater needs to stimulate exchange which is accomplished through promotional strategy.

 

1.2       STATEMENT OF THE PROBLEM

The problem that necessitated the write up of this project work are as follows:

  1. What strategies of promotion can be put in place to penetrate the market and have a large share of the market?
  2. What are the problems in production and what are the solutions to the problem.
  3. How can be company become more competitive with other companies in the same
    line of business?
  4. How to increase sales of the companies’ product to ensure a fav6able climate for
    future sales.

 

1.3       OBJECTIVE OF THE STUDY

The objectives of the study are as follows:

  1. To examine the impact of promotion strategies on market share enhancement.
  2. To examine the various product and its effect on the company image.
  3. To identify the problem of production and proffer its solution.
  4. To determine the market share of the organization in the industry.

 

1.4       SCOPE OF THE STUDY

This research work tends to analyze the impact of promotional strategies on the market share enhancement in a manufacturing concern. The scope of the study will cover the activities of Unilever Brother but only the selected products would be considered so also the study will also play particular emphasis on the following promotion mix:

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