An investigation of cohesive marketing strategies on market growth: A study of an FMCG company in Port Harcourt.
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Background of the study
Cohesive marketing strategies play a vital role in driving market growth, especially in the fast-paced FMCG (Fast-Moving Consumer Goods) sector. In Port Harcourt, FMCG companies are adopting integrated approaches that align advertising, promotions, public relations, and digital marketing efforts to create a unified brand experience. This study investigates how cohesive marketing strategies influence market growth by enhancing brand visibility, customer loyalty, and overall sales performance. By ensuring consistent messaging and a synchronized approach across all marketing channels, FMCG companies can build strong brand identities and capture a larger market share (Eze, 2023; Chukwu, 2024). The research examines key elements such as strategic planning, channel integration, and performance measurement to understand how these factors contribute to market expansion. Furthermore, the study addresses challenges such as resource allocation, communication silos, and the rapid evolution of consumer preferences. The findings are expected to provide actionable insights into optimizing marketing efforts to sustain long-term market growth in the competitive FMCG industry (Ibrahim, 2025).
Statement of the problem
FMCG companies in Port Harcourt face challenges in achieving consistent market growth due to fragmented marketing strategies. The absence of a cohesive approach leads to inconsistent brand messaging and inefficiencies in capturing and retaining consumer interest. Despite significant investments in diverse marketing channels, the lack of integration often results in missed opportunities for building a strong market presence. This study seeks to investigate the impact of cohesive marketing strategies on market growth and identify the critical barriers that hinder effective integration. It aims to determine whether a unified marketing approach can enhance brand performance and drive sustainable market expansion (Eze, 2023; Chukwu, 2024).
Objectives of the study:
To evaluate the impact of cohesive marketing strategies on market growth.
To identify challenges in implementing integrated marketing approaches in FMCG.
To recommend strategies for enhancing market expansion through cohesive marketing.
Research questions:
How do cohesive marketing strategies affect market growth in the FMCG sector?
What challenges hinder the implementation of integrated marketing approaches?
What strategies can improve market expansion through cohesive marketing efforts?
Significance of the study
This study is significant as it provides insights into how cohesive marketing strategies can drive market growth for FMCG companies in Port Harcourt. The research offers practical recommendations to overcome integration challenges and enhance brand performance, ultimately contributing to sustainable market expansion (Ibrahim, 2025).
Scope and limitations of the study:
The study is limited to evaluating cohesive marketing strategies and their impact on market growth within a single FMCG company in Port Harcourt, excluding broader industry comparisons.
Definitions of terms:
Cohesive Marketing Strategies: Integrated and consistent marketing efforts across multiple channels.
Market Growth: An increase in market share and overall sales performance.
FMCG Company: A business involved in the production and distribution of fast-moving consumer goods.
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