BRANDING'S INFLUENCE ON PRODUCT MARKETING AND DISTRIBUTION
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- 1-5 Chapters
- Quantitative
- Chi-Square
- Abstract : Available
- Table of Content: Available
- Reference Style: APA
- Recommended for : Student Researchers
- NGN 5000
Background of the study
Prior to the country's independence in 1960, the majority of Nigeria's population relied heavily on imported commodities, particularly domestic items made accessible by the country's colonial authorities and Western merchants (Kuratko et al., 2021). As a result, there were not many local alternatives available, and those that did exist could not compete with the imported items in terms of quality; hence, many people opted to buy products from other countries. The year 1960 was the year when freedom was finally won, and with it came the need for a different sort of independence: economic independence (Lawrence, & Chad, 2022). The goal of being self-sufficient was included in both the third and fourth national development plans. In order for the nation to become economically self-sufficient, imports have to be reduced as much as possible. A significant amount of work has been put into the marketing of products that were manufactured in Nigeria (Love & Roper 2022). To make products using local raw materials, which was supported by the implementation of Structural Adjustment Programme (SAP), which focused on local procurement of raw resources, food self-sufficiency, and stimulating investment in growth. To produce goods using local raw materials. It is common practise to create marketing programmes such as trade fairs in order to promote and bring attention to local producers (Kuratko et al., 2021). It raises more people's consciousness about the items. The chamber of business and industry has been responsible for organising it.
Unilever Nigeria Plc, Patherson and Zochoms (PZ), UAC, and International Equitable Association were some of the companies that operated in the product industries (IEA). They create items that are near equivalents for one another, but in order to differentiate themselves and gain a better position in the market, they employ their brand names (Lawrence, & Chad, 2022).
The success of advertising is directly correlated to good branding. This is due to the fact that branding is what differentiates otherwise comparable items made by various producers. Consumers are able to have a better understanding of the brand identities of diverse manufacturers because to this. One way to define branding is as the process of identifying a product by utilising a name, word, symbol, or design, or any combination of these elements (Love & Roper 2022). It identifies the product for the customer and ties it to the design of the brand as well as the product. Promotion of a brand offers benefits not just to consumers but also to the brand's owners. The customer's purchasing experience is improved by a reputable brand, which in turn decreases the amount of time and effort that must be spent marketing the product. In addition, when consumers consistently buy a certain brand, that brand is shielded from the threat posed by competition from other companies. This has the potential to raise the total volume of sales while lowering the expenses of promotion. The image of a corporation may be improved by the use of product brands, which can also hasten consumers' adoption of new items sold under the same name (Kuratko et al., 2021).
The Unilever Nigeria PLC is a marketing company that is responsible for marketing over 40 distinct products in 82 various pack sizes. These brands fall into the areas of home care, personal care, and food. In order to guarantee that it is successful in its marketing endeavours, the firm adheres to a strict policy of keeping the high quality of its products, which is appreciated across the country (Lawrence, & Chad, 2022).
The organization's commitment to these criteria was outlined in the quality policy that the corporation has in place. The company is committed to meeting the needs of consumers in terms of product performance and her quality standards to meet the needs better than competitors. It ensures that the quality standards satisfy brand advertising claims and, in general, are supportive of overall brand positioning, and it maintains regular contact with the market, the distribution chain, the trade, and the consumers for close monitoring of product performance and quality in comparison to other competitors (Love & Roper 2022). The Unilever Nigeria PLC competes well with companies from different industries. Their goods are designed, manufactured, marketed, and distributed with the express purpose of satisfying the requirements that customers have articulated (Kuratko et al., 2021). This is the reasoning behind the tagline "A visible buddy in every household." The researcher has a vested interest in determining the impact that product branding has on sales and distribution of those items.
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