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The Significance Of Branding To Effective Marketing Of The Tobacco Products In Nigeria
[A CASE STUDY OF INTERNATIONAL TOBACCO I.T.C.]
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1.3 AIMS AND OBJECTIVES OF THE STUDY
The aim of this study is to evaluate the significance of branding to effective marketing.
To assist buyers in the identification of specific products they like or do not like.
To facilitate the purchases of items that satisfy individual needs.
To and buyers in evaluating the quality of products because brand symbolizers a certain quality level to a purchaser.
To brand psychological rewards to the buyer of the branded product line a brand may have a considerable status associated with it
Secondly, to know the extent to which brand as a promotional strategy has really helloed, the manufacturer and the middle man in marketing their product.
Thirdly, this study will afford manufacturer the economic justification for branding product, Also the different methods that can be sued to distinguished a product from another will be enlighten on why consumers are loyal to specific product and not other.
Finally, the aims and objectives of the study lead to a source acknowledge for students who are studying business are in particular marketing to why companies brand their product. It will also be of great assistance to potential manufacturers in future. This is because branding can make the difference between success and failure of profit and loss of the organization.
1.4 SIGNIFICANCE OF THE STUDY
By branding the product, a procedure or distribution topic to develop among consumers position and confidence attitude towards his product. That will give it a market position supervisor to that held by unidentified product, they may be willing product.
Even when consumers will not pay more, if consumers preference can be developed ,dealer may be induced to handle the product for smaller margins.
In competing with there branded product. The owner of a particular brand feels that he secures the good with arising from satisfaction with product. Through branding, the owner hopes to make his product special so that customers not only will request it specifically, built will refuse to accept substitute. Through branding, the branded development habitual use of his product to the extent that selection of the brand become routine his position is then insulted because competitor have to break the habit pattern in order to have opportunity to send to his customers branding also permits the owner of the brand to give brand preference to other product organized as a line or family of product marketed under the same brand. This makes line extension and the introduction of new product easier.
It may also reduced promotional cost because part of this benefit from any advertising is gamed by all products marketing under the same brand name in the light of the above reason, I am interesting in studying the significance of branding to effective marketing of the tobacco product s in Nigeria.
1.5. SCOPE OF THE STUDY
This scope of the study is designed to make research on branding and know how it has helped the manufacture in his products effectiveness in its marketing undertaking as well as the consumers. The study was concentrated an a manufacturing company sited in Ilorin. It was intended to know how the manufacturer use branding to persuade consumers and society in general. The principal scope of the study include the identification of the problem that the manufacturer will encounter when he is trying to use branding as a means of marketing his branded product and the kind of relationship that exists as a t the particular period and the objectives of the study which will be eminent to the researcher.
1.6. LIMITATION AND CONSTRAINTS TO THE STUDY
In the course of carrying this project, worth allot of constraints were encountered among which are non response by some respondents, lack of cooperation form some of the customer, financial constrain and lack of time.
Firstly, this difficult for the researcher to distribute the questionnaire to all the customers that patronize international tobacco company in Ilorin, out of the questionnaires distributed some were not returned.
Secondly, lack of cooperation was experienced from the customers. They were complaining of their time been wasted. Also some of the company’s staff in getting out information as they were termed “official secrets†hence, This not easily to get necessary in department information that could help the researcher to make predictions after they must have been worked upon. The financial position of the researcher and the cost of research materials impinge on the extent of the investigation. More so, the time allowed to carryout the research work is too short. In spite of all the above mentioned construes the researcher still comment same respondents for their useful suggestion and constructive criticism.
Finally , branding is excessively expensive on most of our products, this brand special design made on such products is costly. The aspect of selecting a good brand name is very difficult mostly to the marketing management .
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