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Promotion: A Marketing Tools In A Competitive Marketing Environment In Nigeria
[(A CASE STUDY OF UNILEVER NIGERIAN, PLC)]
CHAPTER ONE -- [Total Page(s) 2]
Page 2 of 2
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TO THE SOCIETY
The society comprises both controllable and uncontrollable factors. Controllable factors are internal elements and uncontrollable factors are competitors, customers, government, weather and forces, all these factors are determinant to the success of an organization.
Society is always very sensitive in response to certain products because they believe in purchase power.
Promotion drive facilitates purchase intention of society to patronize the product.
Vulnerability of environment needs constant promotion to facilitate the customer purchase.
The following are importance of society.
a. It will help the society to know newly introduced product
b. It will increase their knowledge about uses of product.
c. It will allow the society to differentiate the competitors product.
d. It will educates the buyers about new product.
e. It will also be an incentives opportunity of getting free and at discount rate.
THE SIGNIFICANCE TO RESEARCHER
The writer will benefit from the project because it will be an exposure and the writer will know promotion programmes.
It will also improved students skills and knowledge about promotional activities.
It will improve student practically aside class room work.
THE SIGNIFICANCE TO CASE STUDY
This research will be importance to the company Unilever Nig Plc in the following ways.
a. It will increase the profit margin of the company
b. It will increase the growth and stability of market share
c. It will allow the company to demonstrates its new products to the customers and potential buyers
d. It will improve the production and sales volumes of the company products
e. It helps the company to keep relationship with existing customers and new customers.
f. It helps the company to know the grievances about already used product and improve on the complains
g. It will helps the company to modify a products and introduce new ones.
1.5 SCOPE OF THE STUDY
The scope of this study is promotion: A useful marketing tool in a competitive market environment in Nigeria, Unilever Nigeria Plc, RC 113, 1, billings way. Oregun, Lagos state Nigerian was used as a case study which would give more information about the usefulness of promotion in a competitive market.
The case study Unilever Nig Plc situated in Lagos in industrial area of Oregun Lagos and the information would be needed in this research work would be gathered within the area of Oregun Lagos state from the period of February to July 2011.
1.6 LIMITATIONS AND CONSTRAINTS
This study is focused on the promotion: a useful marketing tool in a competitive market environment in Nigeria Unilever Nig Plc as a case study.
However, the limitations of the study is as follows:
Firstly, financial hardship was seriously experienced during the execution of the project. In fact, the research was fully responsible for the sponsorship of the project.
Also, the attitude of the executive of Unilever Nigeria Plc was not encouraging. In fact, the manager deliberately withheld the necessary information relating to the fact and figure needed and such information mighty be used during the research work.
Perhaps, the managers failed to released the full details of promotional budget allocated for promotion program due to what he called confidential document to the company and restriction he order in getting to meet some staff.
Finally, with these limitations, the researcher has been able to judiciously use the information at it’s disposal for the production of his final project work.
CHAPTER ONE -- [Total Page(s) 2]
Page 2 of 2
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