DETERMINING THE EFFECT OF ADVERTISING STRATEGY ADAPTED IN THE SALES OF CONSUMER GOODS
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DETERMINING THE EFFECT OF ADVERTISING STRATEGY ADAPTED IN THE SALES OF CONSUMER GOODS
Chapter one
1.1 Background of the Study
The case study for this paper is Unilever Nigeria plc (previously Lever Brothers Nigeria plc), which was the world’s largest producer of consumer goods such as lipstick (Solaru 1973, p. 25).
Unilever Nigeria plc was founded in 1924 as West Africa Soap Company Limited and began producing laundry soap in small quantities.
In 1955, the firm changed its name to Lever Brothers Nigeria Limited, and Nigeria owned 60% of the equity stake in accordance with the federal government’s indigenization decision of 1977.
Unilever plc and Lipton Tea Company Limited held the remaining 40%. Unilever Nigeria plc now employs approximately 5,000 people across four factories in Apapa (Lagos), Aba (Abia), Agbara Estate (Lagos), and Isolo (Lagos).
The company’s goal is to provide career opportunities, employment, and high-quality consumable goods to citizens of the country.
1.2 Statement of the Problem
Some producers in our country are unable to embrace proper and extensive advertising due to the high expense of advertising.
One of the key issues with Unilever Nigeria plc’s advertising strategy is its failure to reach a large number of prospects or customers in rural Nigeria.
1.3 PURPOSES OF THE STUDY
It is used to find out and report on the success of the advertising approach chosen in selling consumer goods to its numerous prospective purchasers (a case study of Unilever Nigeria plc).
The primary goal of this study is to determine and report on whether the large amount spent on advertising is proportionate to its returns, as well as to observe how it influences consumers’ changes in selling behaviour during and soon following this work.
1.4 Significance of the Study
In doing this research, the researcher hopes to emphasise the importance of advertising in today’s industry.
Furthermore, doing this research will contribute significantly to increasing public awareness of the value of advertising, allowing the general public to appreciate the advertisers’ efforts.
However, as a result of this study, advertising will learn to work harder and be mindful of the equal accountability of their product to the broader public. When advertisers achieve what is demanded of them, they will remain in the market, particularly if they grasp the nature of the advertising business.
It will also help them comprehend why their past attempt was not accepted and how to improve for the future.1.5 RESEARCH QUESTIONS.
Have you ever noticed the presence of Unilever plc promotional activities or products in your area?
How often have you seen or heard an advertisement for Unilever plc?
How do you assess the efficiency of Unilever plc’s advertising on its brand products?
Does advertising lead to increased sales volume?
Do you believe that advertising is the primary means by which the general public learns about products and services?
1.6 SCOPE OF THE STUDY
Many sectors in Nigeria now create many brands of consumable goods/items, however Unilever plc was chosen for this study based on random sample because it is one of the world’s major producers of consumable products.
This is because it has a sales team and a large number of prospective customers distributed throughout the world, including Nigeria, who can be questioned orally.
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