THE IMPACT OF POSITIONING STRATEGIES ON CONSUMER PRODUCTS IN NIGERIA (A CASE STUDY OF UNILEVER PLC)
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- Recommended for : Student Researchers
- NGN 3000
Abstract
The objective of this study is focused on the impact of positioning strategies on consumer products in Nigeria with reference to Unilever Nigeria Plc. The study seeks to find out how product positioning helps the firms in achieving greater part of its sales objectives. In an attempt to carry out the study effectively, a total sample of seven firms was judgmentally selected. This sample random sampling technique and chi-square statistical tools was used for this study. From the analysis of the data, it was deduced that the selected firms consider the application of product positioning as very important part of firm’s sales objectives, the selected firms also used product positioning to achieve their aims, the firms marketing operations are regionally structured. However, it was noted that the firms is selling to all the customers. The study therefore recommends that there should be adequate provision of funds., the firm should engage more effort to train their sales executives, they should improve on advertising and other sales promotion mix and lastly, the issue of transportation and distribution facilities should be improved.
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