EVALUATION OF PRODUCT POSITIONING STRATEGIES IN THE CONSUMER PRODUCTS INDUSTRY IN NIGERIA
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EVALUATION OF PRODUCT POSITIONING STRATEGIES IN THE CONSUMER PRODUCTS INDUSTRY IN NIGERIA
Chapter one
INTRODUCTION
1.1 Background of the Study
In marketing, positioning has evolved to refer to the process by which marketers attempt to build an image or identity in the minds of their target market for their product, brand, or organisation.
It is the relative competitive position that their product has in a specific market, as perceived by the target audience. What we must agree on is that positioning occurs in the brains of the target market.
It is the aggregate perception that market has of a specific company, product, or service in relation to their perception of competitors in the same category. It will happen whether or not firm management is productive, reactive, or passive about the ongoing process of evolving a position.
Ries and Trout emphasise that, while positioning begins with a product, it is ultimately about positioning that thing in the customer’s mind. This strategy is required since customers are assaulted with a constant stream of advertising; the simplest way to enter into someone’s consciousness is to be first.
It is quite simple to remember who is first, but much more difficult to recall who is second. Even if the second entrant provides a superior product, the first mover has a significant advantage that can compensate for other flaws.
Product positioning refers to the position that an item occupies in the minds of consumers in terms of important features compared to rival offerings. The essence of positioning is to sell consumers something unique, different, or distinctive about our product that is different from what our competitors offer.
We want our target segment to think of our total product as occupying a distinct or different position, similar to how athletes are positioned in a race and must strive to occupy or attain a rewarding position.
Positioning is a marketing approach in which the marketer associates his product with distinctive and unique benefits that he wants consumers to view as distinct and superior to those of his competitors.
Positioning must take place in his competitors’ perceptions and minds; if the consumer does not have this perception in his mind, no positioning occurs.
For positioning to occur, the target group must perceive the company’s product as distinct in what it promises in comparison to competitors’ offerings.
1.2 Statement of the Problem
In general, there are numerous issues that arise while using product positioning. The intended product positioning appears to be the same, however putting the description into effect is difficult.
Some of the issues, however, are specifically related to product positioning in Unilever Nigeria Plc. Some of these issues are addressed in the study with the goal of finding solutions to them.
The ability of the corporation to categorise these customer groups. According to the originality of purchasing. The company’s positioning was centred on its product rather than on its customers’/consumers’ requirements.
The company also brags about being number one, which makes the customer believe that the company is insecure in its position because it must reinforce it by stating so.
The corporation is unaware that change is unavoidable, and a leader must be willing to conduct marketing surveys and research because there is no way to determine how effective their plan is or how customers react to their products.
1.1 Objective of the Study
According to marketing philosophy, every marketing-oriented corporate organization’s major responsibility is not only to make sales for the company, but also to identify consumer needs and plan to meet those needs at a profit to the firm.
For the purposes of this task, it is critical to assess an organization’s strategy and offering in order to determine how well such strategy and offering fit the objectives of the organisation that is implementing them. In light of this, the paper outlines the following:
i. To understand what product positioning is all about as it relates to the companies under examination.
ii. To understand how a corporation or organisation uses positioning in the marketing of its products.
iii. Also, understand how the company’s sales are arranged. This could be geographically, regionally, or customer-structured, and it should be able to identify or understand its target clients.
iv. Another goal of this research is to learn about the approach or strategy that the organisation use when carrying out its functions.
v. Additionally, the evaluation of product positioning strategies involves meeting the firm’s aims as well as a variety of others.
1.4 Scope of the Study
The study addresses all aspects of product positioning as a tool for accomplishing overall organisational goals. This study’s population consists entirely of Unilever Nigeria Plc. Due to time and financial restrictions, a survey of selected Enugu branches will be done.
As a result, the study sample was reduced down to Unilever Nigeria Plc in Enugu, which the researchers feel is typical of the total population.
1.5 Formulation of the Hypothesis
For the purpose of this work, the following research hypotheses have been developed and require due attention; therefore, they will be tested for dependability and authority.
Hypothesis I.
H0i: The corporation uses positioning to attain a greater portion of its objectives.
Hn2: The corporation employs positioning to attain a greater portion of its objectives.
Hypothesis II.
H02: The firm’s marketing operations are not regionally structured.
H02: The firm’s marketing operations are geographically structured.
Hypothesis III.
H03: The firm is unable to position itself in comparison to the market leaders.
H03: The firm determines how to position itself in relation to the market leaders.
Hypothesis IV
H04: The firm is unwilling to embrace change; rather, they resist it.
H04: The firm must be open to change rather than fight it.
1.6 Significance of the Study
They study on positioning is highly important because many businesses and organisations have a lack of ideas for creating positioning. This effort would equip marketing and sales managers from firms and organisations throughout the state and country with important tools for creating and measuring the efficacy of their positioning campaigns.
This study is highly significant and justifiable in that it focuses on product positioning and identifying target markets using the organization’s realisation turnover ratio and development sales.
Finally, this research in this direction falls behind the basis for other resources.
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