IMPACT OF BRANDING AND PACKAGING ON SALES TURNOVER OF NESTLE FOOD NIGERIA PLC
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IMPACT OF BRANDING AND PACKAGING ON SALES TURNOVER OF NESTLE FOOD NIGERIA PLC
Chapter one
1.0 Introduction
According to Rahim, branding and packaging have changed dramatically over the last decade as a result of liberalisation, which has allowed for simple imports of printing technologies. Made a huge improvement in packaging and branding.
Simple, almost primitive packaging has given place to bright, colourful labels with more graphics. Packaging is no longer just for storage; labels increasingly address concerns about the product, the contents’ shelf life, and so on (Rahim 2002).
According to Rahim, packaging is “now more a component of the brands image than ever” Tins and cartons have made way for elegant pouches, satchels, and plastic containers.
As a result, we can define packaging as all of the processes involved in designing and producing a product’s container, which is referred to as the package.
Branding is a crucial issue in product strategy, and it is likely the most distinguishing competence of professional marketers in terms of brand creation, maintenance, production, and enhancement. Branding is the art and foundation of marketing.
According to the American Marketing Association, a brand is a name, phrase, sign, symbol, or design, or a combination of these, that is used to identify and differentiate the goods or services of one seller or group of sellers from those of competitors. Thus, a brand identifies the seller or manufacturer.
Branding is unrelated to product design, which includes both inherent and extrinsic aspects like as packaging, material, colour, names, tastes, and so on.
Branding is a set of actions that include the establishment of brand names, brand marks, copyright, and so on. Confident marketing is the best way to characterise a marketing situation without branding.
As a result, when branding and packaging were introduced, they were so powerful that now almost nothing goes unbranded. Salt, for example, is packaged in unique manufacturers’ containers or sacks; oranges are branded with producers’ names;
ordinary belts and nuts are packaged in cellophane with distributors’ labels; and automotive firms’ spark plugs and tyres display separate brand names.
Brand names and trade marks provide legal protection for upgrading product features that competitors would otherwise copy. Furthermore, branding allows the seller to attract a loyal and profitable set of customers while also providing some protection from competitors and greater control over their marketing mix.
All of this causes corporations to spend a lot of money on branding and packaging with the express purpose of product distinction and identification, consequently changing the tastes of customers and resulting in a high sales turnover.
1.1 Background of the Study
Branding and packaging have evolved into critical motivators for sales turnover in any organisation, whether it manufactures industrial or consumer items.
The researcher chose the topic matter because he is very interested in sales turnover, particularly packaging and branding, and he wants to determine the extent of customer dependence on this effort and the organisations.
Hence, the impact of branding and packaging on sales turnover of Nestle Foods Nigeria Ltd.
The researcher also discussed the effectiveness, achievement, and results that branding and packaging have provided to the organisation in terms of sales volume and profitability.
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