EFFECTIVENESS OF MARKETING COMMUNICATION MIX IN CREATING AWARENESS OF A BRAND
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EFFECTIVENESS OF MARKETING COMMUNICATION MIX IN CREATING AWARENESS OF A BRAND
ABSTRACT
This project focuses on the “effectiveness of the marketing communication mix in creating brand awareness” (using Unilever Nigeria Plc as a case study). The major goal of this research is to determine the efficiency of marketing communication in generating sales revenue for Unilever brother goods.In the process of gathering information, we collected both primary and secondary data, including personal interviews and questionnaire allocation.
These questionnaires were completed by Unilever product users in the Enugu metropolitan. Secondary data sources included professional journals, magazines, business and marketing textbooks, newspapers, and the internet. This study’s population consists of all resident customers in the Enugu metropolitan.
To estimate the sample size, the researcher performed a pilot survey of Enugu metropolitan residents using “Bourley’s” formula for consumers because the population was known. The researcher used the Enugu metropolis census from 2006. The study’s research instruments included a questionnaire and an interview.
The researcher utilised open-ended questions and multiple-choice questions to create the questionnaire. Data received from respondents was analysed using tables, a percentage statistical tool, and the chi square approach to test the hypothesis.
The investigation revealed that Unilever Nigeria Plc uses advertising, personal selling, sales promotion, public relations, and trade exhibitions to raise awareness and persuade people to buy its products. Based on the findings, the researcher issued the following recommendations.
First, Unilever Plc should increase its use of public relations in order to improve its image among residents of areas where waste water has caused erosion. The researcher also suggests that Unilever Nigeria Plc increase its communication operations for its other products, such as lux soap, which has received very little marketing communication effort;
the product may be consumed by married Nigerians who do not have a sufficient supply of decent bathing soap. The researcher ended by stating that marketing communication initiatives provide a competitive edge to many organisations.
As a result, in order to remain competitive in the market, Unilever must employ a variety of marketing communication strategies.
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