BRAND MANAGEMENT AS A TOOL FOR PRODUCT GROWTH AND DEVELOPMENT (A CASE STUDY OF UNILEVER NIGERIA PLC.)
BRAND MANAGEMENT AS A
TOOL FOR PRODUCT GROWTH AND DEVELOPMENT
(A
CASE STUDY OF UNILEVER NIGERIA PLC.)
BY
06/66MC126
A
RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILMENT OF BACHELOR OF SCIENCE B.SC
(HONS) DEGREE IN THE DEPARMENT OF BUSINESS ADMINISTRATION, FACULTY OF BUSINESS
AND SOCIAL SCIENCES, UNIVERSITY
OF ILORIN ILORIN NIGERIA
JUNE,
2010.
CERTIFICATION
This
research project has been read and approved as meeting the requirement of the
award of Bachelor of Science B.Sc (Hons.) Degree in Business Administration of
Faculty of Business and Social Sciences, University of Ilorin
-------------------------- ----------------------------
Dr U. Gunu Date.
(Project
Supervisor.)
-------------------------- ----------------------------
Dr. (Mrs) S.L.
Adeyemi Date.
(Head
of Department)
-------------------------------- ------------------------------
Prof. A Adedayo Date.
(Dean
of Faculty.)
------------------------------- -------------------------------
(External
examiner) Date.
DEDICATION
This
project is dedicated to Almighty Allah (SW) for whatever I am is by His grace.
Also to my parents Alh. M.O. Kazeem and Mrs. F.M Kazeem who supported me
financially and morally and whose prayer have nourished my endeavour with
divine blessing and whose encouragement
and effort are responsible for where I stand today. Also to my siblings,
Kazeem, Abdulsamad, Ayobami and Kazeem Abduljelil Oluwaseun for their support.
ACKNOWLEDGEMENTS
I
am very grateful to Almighty Allah (SW) who granted me life until today and for
the wisdom and knowledge he granted me throughout the period of my course.
Glory be to Allah.
I
wish to express my profound gratitude to my parents, Alh. M.O. Kazeem and Mrs.
F.M. Kazeem for their care, love and support which has produced a graduate
today.
I
am indebted to my supervisor in person of Dr. U. Gunu who made immeasurable
contributions towards the success and quality of this work. I am very grateful.
Also
to my Head of Department Dr. Mrs. S.L Adeyemi, who is sincerely a mother to
all. I pray that God Almighty continue to strengthen you on his part.
My
deep and unreserved appreciation goes to the resourceful support of department
lecturers in person of Dr J.A Adeoti (RIP), DR. J.O. Olujide, Dr. Lart Badmus
(RIP), Dr. J.A. Oladipo, Dr. J.A. Bamiduro, Dr. D.G Adejumo, Dr. J.O Adeoti
(Level Adviser), Dr. R.A Gbadeyan, Dr. M.A Aremu , Mr. Kadiri, and also Dr. G. Oyeyemi and Mr. Jamiu Saka of
the Department of Statistics, having cooperatively groomed me in the profession
of Business Administration. Also to the non academic staff of the department, I
say “Thank you” to you all.
I
sincerely appreciate the effort of my roommates from 100 level to date for their
encouragement and moral support. They also contribute to produce a graduate.
I also acknowledge the entire executives and
members of NUAMBS for their support to the success of the administration of
2009/2010 excos. And also to the executives and members of Business
Administration Muslim Students (BAMSS) Unilorin chapter for contributing also
to the success of the administration. I, as the Financial Secretary of NUAMBS
and Ass. Sister Coordinator of BAMSS, say “Thank you” and “Jazakumulahu kairan”
to all the students of Business Administration.
To
Fakorede Quadri Adebola and all my classmates, I love you all and pray that
this should be a stepping stone to a greater height.
Finally,
I also wish myself good luck in all my endeavours academically, religiously and
other lucrative enterprise task I may wish to engage myself in both now or
later in the future. (AMEN).
KazeemKausarat
Temitope
06/66MC126
May, 2006.
TABLE OF CONTENTS
Cover page........................................................................................ i
Certification........................................................................................ ii
Dedication
.......................................................................................... iii
Acknowledgement
...................................................................... iv - v
Table
of contents.......................................................................
vi - ix
List
of
tables...................................................................................... x
Abstract....................................................................................... xi - xii
CHAPTER ONE
1.0Background information 1
- 4
1.1 Statement
of the research problem 4
- 5
1.2 Objective
of the study
5
1.3 Significance
of the study 6 -
8
1.4 Scope
of the study. 8
CHAPTER TWO
2.0
Introduction
2.1
Literature review
2.2 Brands: Definition 9
2.3 Brand name 9
- 10
2.4 Brand identity 11
2.5 Brand parity and extension 12
2.6 Roles of brands 12
- 13
2.7 Brand equity 14
- 15
2.8 Brand equity models 15
- 19
2.9 Building brand equity 20
2.10 Measuring brand equity 20 - 21
2.11 Managing brand equity 21
2.12 Choosing brand elements 21
- 25
2.13 Brands audits 23 - 24
2.14 Brand tracking 25
2.15 Brand valuation 25
2.16 Branding 26
2.17 Branding approaches 27 - 28
2.18 Products: Definition 29
2.19 Product classification 29
- 31
2.20 Product levels 32
2.21 Differentiation of products 33
- 34
2.22 Product life cycle 35 -
41
2.23 Product service system 41
2.24 Impact of product service system 42
2.25 Product system and product mixes 46
2.26 Product hierarchy 43 -
44
2.27 Product packaging 45 -
46
2.28 Product labelling 46
- 47
2.29 Product warrantees and guarantees. 47
CHAPTER THREE
Research
Methodology
3.0 Introduction 48
3.1
Historical background of Unilever
Nig. plc. 48 - 52
3.2 Research hypothesis 52
3.3
Data specification 53
3.4 Sampling including sampling frame 53 - 54
3.5 Methods of data collection 54
3.6 Methods of data analysis 55
- 56
3.7
Methodological limitations 56 - 57
CHAPTER FOUR
4.0 Introduction 58
4.1 Data presentation, analysis and
interpretation 58 - 71
4.2 Hypothesis testing 73
CHAPTER FIVE
5.0 Summary, conclusion and recommendations 74
5.1 Summary of the findings 74 - 75
5.2 Conclusion 75
- 77
5.3 Recommendations. 77 - 78
References
Appendix
Questionnaire
Statistical
table
LIST
OF TABLES
Table
2.1: Brand resonance pyramid
Table
2.2: The world’s ten most valuable
brands in 2009
Table
2.3: Product life cycle diagram
Table
4.2.1: Demographic characteristics of
respondents
Table
4.2.2: Regression analysis between
branding and price
Table
4.2.3: Regression analysis between
branding and sales
Table
4.2.4: Regression analysis between
branding and consumer satisfaction
Table
4.2.5: Regression analysis between
branding and product distinctiveness
Table
4.2.6: Regression analysis between
branding and product growth and development
Table
4.2.7: Correlations of variables
ABSTRACT
One
of the major objectives of manufacturing companies is to maximize
profit and satisfy consumer which guarantee their growth and survival in the
competitive market environment. But customers does not know the identity of
their demand products that will give them the required satisfaction, firms does
not incorporate the needs and wants of its customers in its products, also
firms does not ensure that the prices of such products and finally, potential
and existing customers are not informed continually about the products.
This research examined the impact of
effective brand management on product growth and development using Unilever
Nig. Plc. as a case study. It also examined the challenges associated with the
product and brand management and the level at which the product represents the
company’s image, competencies and characteristics.
Primary data was required for this
research and was controlled through questionnaire. Convenience sampling
technique and exploratory research design was used to collect data from the
wholesalers of Unilever Nig. Plc. Who are the sample population, Regression
analysis and correlation was used to analyse the data collected from the
respondents and also used to test three hypotheses. The independent variables:
price, sales, distinctiveness, and consumer satisfaction and the findings of
the regression showed that branding affects sales and product distinctiveness
positively and does not affect price and consumer satisfaction. This can be
traced to the effect of economic depression on the Nigerian economy.
Manufacturing companies should
assist their wholesalers either in training/technical support and study well
the stages of product life cycle and ensure that appropriate strategy is
applied to each stage in order to eliminate decline of its products.
Researchers and firms will find the
discoveries in this research work very useful.
CHAPTER
ONE
1.0 Introduction
1.1
Background
Information
Successful
organisations engage in several action which is aimed at satisfying the
consumers and profit making. Manufacturing industries tends to make sure that
their products are differentiated from other products in a unique way.
Nowadays,
the manufacturing organisation of most developing and developed countries
produces products of high quality to satisfy their customers. Most of those
products has competing products being produced by other companies.
All
manufacturing companies (which produces goods and services) now see the
importance of branding their products and the benefits they are going to derive
from effective and efficient branding. Therefore manufacturing companies have
their products named and uses patent or trademark to protect it due to the
competitiveness of the economy so that their customers can identify and
differentiate their products from other competing products.
Brand
management is the method and means by which you propel your business into the
public’s consciousness. It is also the process by which marketing techniques
are applied to a specific product or brand (Wikipedia, 2010).
Marketers
of successful twenty-first century brands must excel at the strategic brand
management process. Strategic brand management involves the design and
implementation of marketing activities and programs to build, measure, and
manage brands to maximize their value. To brand a product, it is necessary to
teach customers “who” the product is by giving it a name and using other brand
elements to help identify it as well as “what” the product does and “why”
customer’s value to be created, consumers must be convinced that there are
meaningful differences among brands in the product or services category.
Branding
can be applied virtually anywhere a consumer has a choice. It is possible to
brand a physical good (Cadbury Bournvita, Nestle Milo), a service (Oceanic bank
Easy save Account, UBA Halal Savings account), a store (Shop rite in Lagos Ilorin Lagos
City Federal Capital
Territory
The
strategic brand management process involves four main steps:-
1. Identifying
and establishing brand positioning.
2. Planning
and implementing brand marketing.
3. Measuring and interpreting brand performance.
4. Growing
and sustaining brand value.
The
value of brand is determined by the amount of profit it generates for the
manufacturer which can result from the combination of increase in price,
reduced cost of goods sold, or more effective marketing instruments.
Companies
that have chain of products focus on branding because it enhance sales and also
assists the product from decline in the competitive market.
Research
of McKinsey and co. (2000) suggests that “strong, well - leveraged brands
produces higher returns to shareholders than weaker, narrower brands”. This
means that brands seriously impact on shareholder’s value and ultimately makes
branding the responsibility of the Chief Executive Officer.
The American Marketing Association
defines a brand as a “name, term, sign, symbol, or design, or a combination of
them intended to identify the goods and services of one seller or groups and to
differentiate them from those of other sellers”. These differences may be
functional, rational or tangible, related to the product performance of the
brand. They may also be more symbolic, emotional or intangible, related to what
the brand represents.
Kinnear and Benhard (1990) defined
brand name as “a part of a product that can be vocalized including letters,
words, or numbers”.
Conclusively,
most manufacturing companies only put their products in the market after it has
been adequately branded, packaged and labelled.
1.2 Statement
of the research problem.
Brand management is very important
to every firm that has an array of products. This research work provides answers to the following
questions:
(a) Does
a customer know the identity of their desired product that will give them the
required satisfaction?
(b) Has
the firm incorporated the needs and wants of its customers in the products?
(c) Has
the firm ensured that the prices of such products are commensurate with the
forecasted value of the product?
(d) Are
the customers informed continually about the products?
In
summary, companies that involves in the production of chains of products gives
their products their own identity that will be used by the customers to
identify them in other for the business
to achieve its generic purpose of existence.
Finally,
the firm should ensure that the strategies above, which are used to actualize
its objectives, must be applied to all activities in the organisation from time
to time and also the firm must be conscious of its external environment. These
will help the company to keep moving.
1.3 Objectives
of the study.
The main objectives of this study
are:
To
examine the impact of effective brand management on product growth and
development.
To
examine the effect of brand management on product sales volume.
To
access the challenges associated with product brand management.
To
examine if the brand represents the company’s image, competencies, and
characteristics.
To
access if the brand have more influence in the competitive market to motivate
customers to purchase.
To
suggest likely solutions to the identified problems.
1.4 Significance
of the study.
This research project suggests how
product brand can be efficiently and effectively planned, managed and used in
achieving the firm’s growth and development.
Brands identify the maker of a
product and allow consumers to assign responsibility to a particular
manufacturer, consumers evaluates the identical products differently depending
on how it is branded. consumers learn about brands through past experiences
with the product and its marketing program (finds out which product satisfy
their needs and which do not).
To firms, brands simplify product
handling or tracing. it also helps to organize inventory and accounting
records. A brand also offers the firms legal protection for unique features or
aspect of the product since the brand name can be protected through patents and
packaging can be protected through copyrights and designs. These property
rights ensure that the firm can safely invest in the brand and reap the
benefits of valuable assets.
Brand loyalty provides
predictability and security of demand for the firm and creates barriers to
entry that makes it difficult for other firms to enter the market. Loyalty can
translate into a willingness to pay a higher price.
Branding can be seen as a powerful
means to secure a competitive advantage because competitors, despite
duplicating manufacturing process on the product designs, can not easily match
lasting impressions on the minds of consumers.
This
study reveal that sound and effective brand management will have an impact both
on the product and the organisation because brands today plays important role
that improves consumers life and enhance the financial value of firms.
Brand
management enables the product to be well known and well differentiated from
other competing products by the wholesalers, retailers and consumers. This
helps to increase the level of sales of those products, enable the product to
maintain its peak stage in the competitive market. It also help the product to
build positive image for the company.
The
research also shows how branding is making customers feel confident about the
whole product range. Branding is not about getting the organisation’s target
market to choose it over its competitors, but it is about getting the
organisation’s prospects to see it as the only one that provides a solution to
their problems.
Finally,
the research focused on the effect of brand management on product growth and
development in increasing sales, increasing the acceptability of a brand, brand
loyalty and commitment of the customers.
1.5 Scope
of the study.
This research is based on entity
scope because Unilever Nig. Plc. has a portfolio of investment and produces
many products like toothpaste, body cream, margarine, soap, detergents, to
mention a few. The scope of this research considered how effective brand
management has been on the products of Unilever Nig. Plc.; how well the
wholesalers, retailers and consumers respond to the effect of brand management
on the products of Unilever; how well the products can represent and protect
the image of the company, how well the consumers can differentiate the products
of Unilever from that of other competitors. This research covered 5 years time
frame i.e. from 2005 to 2010; because the later the period, the more current
the data and lesser the variability.
CHAPTER TWO
2.0 Introduction
This chapter is a review
of relevant literature for the research work. It is the account of library work
for this research. Literatures on various aspects of the research area were
collected and were analysed here to enhance the content of the work. The
chapter is grouped in sections and sub-sections which are linked with one
another to make sense out of the various issues involved in this work. The
chapter is concluded with a conceptual framework derived from various issues,
concepts and theories that are relevant to t he research work.
2.1 Literature
Review
2.2 Brand:
Definition
From Wikipedia, the word “brand” was
derived from the Old Norse, brands, meaning “to burn”. It refers to the
practice of producers burning their marks into their products. It then defined
“brand” as a distinguishing name and/or symbol intended to identify a product
or producer. Kotler 2006, defined a brand as a name, term, sign symbol or
design, or a combination of them intended to identify the goods and services of
one seller or group of sellers and to differentiate them from those of the
competitors”. This definition implies that a brand is a product that adds
dimensions that differentiates it in some way from other products designed to
satisfy the same need. These differences may be functional, rational or
tangible, related to the product performance of the brand and may also be symbolic,
emotional or intangible, related to what the brand represents. That act of
creating and maintaining a brand is called brand
management.
2.3 Brand Name
The
online dictionary defines a brand name as a name that denotes specifically,
written or spoken linguistic elements of any product. (Wikipedia, 2009.)
Types of Brand Name
Brand
name comes in many styles or forms it includes:
1. Acronym:
A name made of initials such as UPS or PZ.
2. Descriptive:
Names that describes a product benefit or function like ”so klin”
3. Alliteration
and Rhyme: Names that are fun to stay in consumers’ minds e.g. “chokie chokie”.
4. Evocative:
Names that evoke a relevant vivid image e.g. “Amazon”.
5. Neologism:
Names that are completely made up of words like “KODAK, NOKIA”
6. Foreign
word: Adoption of another language like “Samsung”.
7. Founder’s
name: Using the names of real people like “Hewlett-Packard”.
8. Geography:
Names from regions or landmarks like “Fuji Film”.
9. Personification:
Names taken from myth or from the minds of advertising executives like”Nike”.
The
psychological aspect of brand can be distinguished from the experimental
aspect. The experimental aspect consist of the sum of all point of contact with
the brand which is known as brand experience while the psychological aspect is
a symbolic construct created within the minds of people and consists of all the
information and expectations associated with a product.
2.4 Brand
Identity.
They
are the attributes that the owner associates with the brand; how the owner want the consumers to perceive the brands, a
product brand identity may acquire, gaining new attributes from consumer
perspectives. Therefore, brand association becomes handy to check customers’
perception of the brand, Brand identity needs to focus on authentic qualities,
real characteristics, of the value of brand promise being provided and
sustained by organisational or production characteristics. (Online Source,
2009).
2.5 Brand
Parity and Brand Extension
It
is the perception of the consumers that all brands are equivalent. Brand
extension means that existing strong brand names can be used for new or
modified products. For instance, Evans Cipla extended their brands to
Antiulcerants, Antiretroviral, and others. Keller 2006 explains multi brands as
a situation where producers launch new brands with his existing strong brands
to gain a market share for the new products.
2.6 Roles
of brands
Brands
identify the source or maker of a product and allow consumers to assign
responsibilities to a particular manufacturer or distributor. Consumers may
evaluate the identical products differently depending on how it is branded.
Consumers learn about brands through past experiences by finding out which
brand satisfies their needs and which brand does not.
To firms, brands simplify product
handling or tracing. Brand helps to organize inventory and accounting records. Brands also offer the firm legal
protection for unique features of the product. This can be done through
registered trademark; manufacturing process can be protected through patents
and packaging can be protected through copyrights and designs. These rights
ensure that the firm can safely invest in the brand and reap the benefits.
(Online source, Wikipedia; December, 2009).
Brand
show the quality of the product so that buyers can buy the products again.
Brand loyalty provides predictable and security of demand for the firm and
creates barriers to entry that make it difficult for other firms to enter the
market. It also can translate into a willingness to pay a higher price.
To
firms, brands represents valuable prices of legal property that can influence
consumer behaviour, be bought or sold, and provide the security of sustained
future revenues to their owner.
Features of a Brand
1. Be
easy to pronounce, spell or remember.
2. It
must be distinctive or unique.
3. It
must be acceptable to new products that may be added to the product line.
4. It
must be capable of being registered and legally protected.
2.7 Brand
equity.
Brand
equity is the added value endowed to products. This value may be reflected in
how consumers think, feel, act with respect to the brand, as well as the
prices, market share and the profitability that the brand commands for the
firm. Brand equity is an intangible asset that has psychological and financial
value to the firm.
Brand
equity can be seen from various perspectives.
1. Consumer-based Brand
Equity: It can be defined as the differential
effect that brand knowledge has on consumer response to the marketing of that
brand. A brand is said to have positive customer-based brand equity when
consumers react more favourably to a product and can also be said to have
negative consumer-based equity if consumers react less favourably to marketing
activity for the brand under the same circumstance.
Consumer-based
brand equity lies in what customers have, seen, read, heard, learned, thought,
and felt about the brand. (Kotler and Keller, 2006). This means the power of
brand lies in the customer (potential and existing) and what they experience
directly or indirectly about the brand.
Brand
equity arises from differences in consumer response if no difference; the brand
name product can be classified as a generic version of the product. Then,
competition will be based on price. The differences in response, also results
from consumer’s knowledge about the brand and consumer’s perception,
preferences, and behaviour related to all aspects of the market of a brand.
2.8 Brand
Equity Models
A. Brand
Asset Valuator:- This model was developed by the advertising agency “Young and
Rubicam” and according to them, there are four components of brand equity;
Ø Differentiation:
Measures the degree to which a brand is seen as different from others.
Ø Relevance:
Measures the breadth of a brand’s appeal.
Ø Esteem:
Measures how well the brand is regarded and respected.
Ø Knowledge:
Measures how familiar and intimate consumers are with the brand.
Differentiation
and relevance combine to determine the brand strength i.e. reflecting the
brand’s past and future value. Esteem and knowledge creates brand stature which
reports more on past performance. Brand strength and brand stature can be
combined to form a power grid that depicts the stage in the cycle of brand
development. Kotler, 2003.
B. Aaker Model:
Aaker 2004, views brand equity as a set of five categories of brand assets and
liabilities linked to a brand that add to or subtract from the value provided
by a product or services to a firm and customers.
The categories include:
1. Brand
loyalty
2. Brand
awareness
3. Perceived
quality
4. Brand
association
5. Other
proprietary assets
Aaker
sees an important concept foe building brand equity an “brand identity”. Brand
identity is a unique set of brand associations that represents what the brand
stands for and promises to customers. Brand identity according to Aaker has
four perspectives:
i.
Brand as a product
ii.
Brand as an
organisation
iii.
Brand as a person
iv.
Brand as a symbol.
Aaker
also conceptualizes that brand identity includes a core and an extended
identity. The core is most likely to remain constant as the brands moves to new
market while the extended identity includes various brand identify elements,
organized into cohesive and meaningful groups.
C. Brandz:
Millward (2004) have developed the Brand Dynamics Pyramid. According to this
model, brand building involves a sequential series of steps. Each step is contingent
upon successfully accomplishing the previous step and objectives at each step
in ascending order is highlighted as follows:-
Ø Presence:
Conforming if customers know about the product.
Ø Relevance:
Confirming if the product offers anything at all.
Ø Performance:
Confirming if the product can deliver.
Ø Advantage:
Confirming if the product offers something better than others.
Ø Bonding:
Confirming that nothing else beats the product.
The
research shows that those at the top of the pyramid, bonded consumers, build
stronger relationships with the brand and spend more of their expenditures on
the brand than those at the lower levels of the pyramid.
D.
Brand Resonance: This model views
brand building as ascending, sequential series of step, from bottom to top:
1.
Ensuring identification of the brand with customers and an association of brand
in customers’ minds with a specific product class or customer need;
2.
Firmly establishing the totality of
brand meaning in the minds of customers by strategically linking a host of
tangible and intangible brand association;
3.
Eliciting the proper customer responses in terms of brand related judgement and
feelings; and
4.
Converting brand response to create an intense, active loyalty relationship
between customers and the brand.
This
model establishes six “brand building blocks” which can be assembled in terms
of a brand pyramid. The model emphasizes the duality of brands; the rational
route to brand building is the left-hand side of the pyramid, and the emotional
route on the right side.
The
creation of significant brand equity involves reaching the top or pinnacle of
the brand pyramid, and will occur only if the right building blocks are put
into place. It includes;
Ø Brand
salience: Relates to how often and easily the brand is evoked under various
purchase or consumption situations.
Ø Brand
performance: Relates to how the product or service meets customers’ functional
needs.
Ø Brand
judgements: Focus on customers’ own personal opinions and evaluations.
Ø Brand
feelings: Are customers’ emotional responses and reactions with respect to the
brand.
Ø Brand
resonance: Refers to the nature of the relationship that customers have with
the brand and the extent to which customers feel that they are “in sync” with
the brand.
Table
2.1 Brand Resonance Pyramid.
Adapted
from:- Kotler and Keller. Marketing Management. Pg.281.
Examples
of brands with duality is “Master card” as it has both dual advantage
emphasized to the credit card through its acceptance at establishments
worldwide and an example of brand with high resonance is apple.
2.9 Building
Brand Equity
Brand
equity can be built by creating the right brand knowledge structures with the
right consumers. This process depends on all brand-related contacts (whether
marketers initiated or not). Peter 1998, “Marketing Research”. Viewing it from
marketing management perspective, there are three main sets of brand equity
drivers:
(1).
The initial choices for the brand elements or identifies making up the brand
like brand names, slogan, logos.
(2).
The product and services and all accompanying marketing activities and
supporting marketing programs.
(3).
Other associations indirectly transferred to the brand by linking it to some
entity e.g. a person, a place or a thing.
2.10 Measuring
Brand Equity
There are two basic
approaches to measuring brand equity. An indirect approach assessing potential
source of brand equity by identifying and tracking consumer’s brand knowledge
structures and a direct approach assesses the actual impact of brand knowledge
on consumer response to different aspects of the marketing. The two general
approaches are complementary and both can be employed. Brand audits is
essential for the indirect approach while brand tracking is essential also for
the direct approach. Kotler and Keller; 2009.
2.11 Managing
Brand Equity
Brand
Reinforcement:-
A brand needs to be
carefully managed so that its value does not depreciate. Many brand leaders of
years ago are still brand leaders today (Coca-Cola, Heinz) by constantly
striving to improve their products, services and marketing.
Reinforcing brand
equally requires innovation and relevance throughout the marketing program.
Marketers must introduce new products and conduct new marketing activities that
satisfy their target market. The brand must always be moving forward in the
right direction. Brands that fail to do this loose their market leadership.
Like Levi status, Kmart, what to consider in reinforcing brands is the
consistency of the marketing support that the brand receives in kind and in
cash. Failure to reinforce the brand will diminish brand awareness and weaken
brand image. Wikipedia, 2009.
2.12 Choosing
Brand Elements
Brand elements are
those trademark able devices that serve to identify and differentiate the
brand. Most strong brands employ multiple brand elements. Like Nike has a
distinctive logo “swoosh”, the empowering slogan “Just do it” and the
mythological name “Nike” based on their victory. Brand elements can be chosen
to build as much brand equity as possible. Wikipedia 2009.
Criteria for Choosing Brand Element
1.
Memorable: Knowing how easily the brand element is recalled, how
it is easily recognized. Short brand names can be useful here e.g. Omo.
2.
Meaningful: Knowing to what extent the brand element is credible,
knowing if it suggests something about a product ingredient or considering the
meaning of the brand name.
3.
Likeability: Knowing how appealing the consumers find the brand
element. Knowing if the product is visually or verbally likeable.
4.
Transferable: Determining if the brand element can be used to
introduce new products in the same or different categories. Knowing to what
extent does the brand elements add to brand equity across market segments.
5.
Adaptable: Getting to know how adaptable and updatable in the
brand element.
6.
Protectable: Knowing how legally protectable is the brand element,
how competitively protectable
The above six criteria can be classified into two. The
first three can be characterized as “brand building” in terms of how brand
equity can be built through the judicious choice of a brand element. The latter
three are more “defensive” and are concerned with how the brand equity
contained in a brand element can be leveraged and preserved in the face of
different opportunity and constraint.
2.13 (A) Brand Audits
Brand audits are
conducted to better understand the brand. A brand audit is a consumer-focused
exercise that involves a series of procedures to access the health of the
brand, uncover its sources of brand equity and suggest ways to improve its
equity. (Laurel “Brand Audits Reshaping Images”, pg 38 - 41, 1996 revised
2003).
The brand audit can be
used to set strategic direction for the brand and such strategic analysis can
be used by the marketer to develop a marketing program to maximize long-term
brand equity. A brand audit requires the understanding of sources of brand
equity from the perspective of both firm and the consumer. From the perspective
of the firm, it is necessary to understand what kinds of products are currently
being offered to consumers and how they are being marketed and branded. From
the perspective of the consumer, it is necessary to reveal the true meaning of
brands and products to the consumer. Brand audits consist of two steps:-
(1)
Brand
Inventory: The purpose of brand
inventory is to provide a current profile of how all the products sold by the
company are marketed and branded. This information should be accurate,
comprehensive and timely, and summarized in both visual and verbal form. Kotler
and Keller, 2006 “Marketing Management” Pg. 289.
(2)
Brand
Exploratory: It is a
research activity conducted to understand what consumers think and feel about
the brand and its correspondent product category to identify sources of brand
equity. Brand exploratory can also be used to interview company personnel to
know their beliefs about consumer perceptions.
The preliminary research may yield useful findings and
suggest certain hypothesis but they are often incomplete until when additional
research may be required to better understand how customers use the product and
what they think about the different brands.
For instance, “Duracell” learned that people had
trouble when removing a tab from its hearing aid batteries and it introduced a
new product “Easy tab”.
2.14 (B) Brand Tracking
Tracking collects
information from consumers on a routine basis overtime. Tracking employs
quantitative measures to provide marketers with current information about their
brands and marketing programs are performing. Tracking is a means of understanding
where, how much, and what ways brand value is being created.
Tracking helps managers
by providing consistent information to facilitate their operational decisions.
2.15 (C) Brand Valuation
Brand valuation deals
with the job of estimating the total financial value of the brand. Companies
like Nestle base their growth on acquiring and building rich brand portfolios
in the world’s largest food company.
Table 2.2 displays the
world’s most valuable brands in 2009 according to Interbrand Ranking.
The world’s ten most valuable brands in 2009
RANK
|
BRAND
|
2004 BRAND
VALUE (BILLIONS)
|
1.
|
Google
|
$101.4
|
2.
|
Microsoft
|
$77.3
|
3.
|
Coca-Cola
|
$68.5
|
4.
|
IBM
|
$67.5
|
5.
|
McDonald
|
$67.3
|
6.
|
Apple
|
$63.9
|
7.
|
$62.2
|
|
8.
|
GE
|
$59.9
|
9.
|
Vodafone
|
$50.2
|
10.
|
Marlboro
|
$50.1
|
Table 2.2 Adapted from; online source; Google, 2009
2.16 Branding
Kotler
and Keller (2006) explain branding as endowing products and services with the
power of a brand. It is all about creating differences. For branding strategies
to be successful and brand value to be created, customers must be convinced
that there are meaningful differences among brands in the product category.
Consumers must not think that all brands in the category are the same.
Branding
can be applied everywhere a consumer has a choice. Physical goods, a service, a
store, a person, a place, an organisation, or an idea, can be branded.
2.17 Branding
Approaches
1. Company
name: Using only the company name for branding in this case, a very strong
brand name is given to a range of products e.g. Mercedes-Benz or a range of
subsidiary brands e.g. Cadbury Dairy Milk.
2. Individual
branding: Each brand has a separate name which may even compete against other
brands from the same company e.g. Omo, Surf by Unilever.
3. Attitude
branding: Naomi 2000 describes attitude branding as a fetish strategy. it is
the choice to represent a larger feeling, which is not necessarily connected
with the product or consumption of the product. e.g. Apple Inc, Nike.
4. Iconic
brands: Having aspect that contributes to consumers’ self expression and
personal identity. Identity brands are those whose value to consumers comes
primarily from having identity value. Some of these brands have strong identity
that they become “cultural icons” which makes them “iconic brands” e.g. Nike.
Holt 2004 states four key elements to
creating iconic brands:-
1. Necessary
conditions: The performance of the product must be preferably with a reputation
of having a good quality
2. Myth
taking: A meaningful story must be fabricated and these must be seen as
legitimate and respect by customer for stories to be accepted.
3. Cultural
contradictions: A difference with the way consumers are and how they wish they
were.
4. The
cultural brand management process: Actively engaging in the myth-making process
making sure the brand management its position as an icon.
5. “No
brand” Branding: this means “No Label”. Here product are branded. It means that
little is spent on advertisement or classical branding is therefore actually
branding as the brand is made conspicuous through its absence.
6. Derived
brands: In this case, supplier of key component used by a number of suppliers
of the end-product may wish to guarantee its own position by promoting the
component as brand in its own right. The most recent example is Intel which
secures its position in the PC market with the slogan “Intel Inside”.
2.18 Product:
Definition
A product is anything
that can be offered to a market to satisfy a want or need. Product includes
physical goods services, experiences, events, persons, places, properties,
organizations, information and ideas. Wikipedia, 2009.
2.19 Product
Classification
Marketers have
traditionally classified products on the basis of characteristics.
(1) Durability and
Tangibility: Products can be classified under these characteristics into
three groups:
(a) Non-durable goods:
They are tangible goods normally consumed since these products are consumed
quickly and purchased frequently, they should be made available in many
locations, charge a small price and advertise heavily.
(b) Durable goods:
They are tangible goods that normally require more personal selling, command a
higher margin and require more seller guarantees.
(c) Services: They are
intangible, inseparable, variable and perishable products. They require more
quality control, supplier credibility and adaptability e.g. legal advice.
(2) Consumer Goods:
This can be distinguished by convenience shopping, specialty and unsought
goods.
(a) Convenience Goods:
Consumers usually purchase convenience goods frequently, immediately and with a
minimum effort e.g. soap. Convenience goods can be subdivided into:-
- Staples: are
goods consumers buy on regular basis.
- Impulse goods:
are purchased without any planning or search effort e.g. magazines
- Emergency goods:
are goods purchased when the need is urgent e.g. umbrellas.
Manufacturers of
impulse and emergence goods will place them in those places where consumers are
likely to have an urge or need to purchase.
(b) Shopping goods:
are goods that the consumer, in the process of selection and purchase, compares
on the basis of suitability, quality, price and style e.g. furniture. Shopping
goods can be further subdivided into:-
Ø Homogenous Shopping goods: They are goods that are similar in quality but
different in price to justify comparism.
Ø Heterogeneous Shopping goods: They are goods that differ in product features and
services that may be more important than price.
Sellers of heterogeneous shopping goods ensure satisfying individual
tastes and must have well-trained sales people to inform and advise
customers.
(c) Specialty goods:
are goods that have unique characteristics or brand identification for which a
sufficient number of buyers are willing to make a special purchasing effort
e.g. men’s suit.
(d) Unsought goods:
they are goods that the consumer does not know about or does not normally think
of buying e.g. life assurance, unsought goods requires advertising and personal
selling.
(3) Industrial Goods:
They can be classified in terms of how they are used in production process and
their relative costliness. Industrial goods can be divided into three:
a. Materials and Part: are goods that enter the
manufacturer’s product completely. This subdivision falls into two categories;
component materials and component parts. Price and supplier reliability are key
purchase factors for component materials, component parts enters the finished
product with no further change in form.
(b) Capital items: are
long-lasting goods that facilitate developing or managing the finished product.
(c) Supplies and business
services: are short-term goods and services that facilitate developing or
managing the finished products.
2.20 Product
Levels: The Customer Value Hierarchy
Marketers need five
product levels in planning its marketing offering. Each level adds more value
and the combination of all the five levels constitute a customer value
hierarchy (Kotler, 2006).
(1)
Core
benefit: It is the fundamental
level. It means the benefit of the service the customer is really buying. A core
product is a tangible product. For instance, the benefit of a car is
convenience and speed.
(2)
Basic
product: In this second level, the
marketer has to turn the core benefit into a basic product. For instance, the
benefit of getting a hotel is rest and sleep and the basic product is what is
contained in the hotel like bed, bathroom e.t.c.
(3)
Expected
product: Here, marketers prepare an
expected product. A set of attributes and conditions buyers normally expect
when they purchase this product. For instance hotel guests expects clean
facilities and a degree of quietness since many hotels can render this service,
the traveler will settle for whichever hotel is most convenient or least
expensive.
(4)
Augmented
product: At the fourth level,
marketer prepares augmented products that exceed customer’s expectations.
2.21
Differentiation of Products
Products must be
differentiated to be branded. Some products allow little variation e.g. aspirin
and some are capable of high differentiation such as automobiles. Kotler, 2006.
Product differentiation
includes:-
(1)
Form: Products can be differentiated in form of the size,
shape or physical structure of the product. Like aspirin can be differentiated
by dosage, size, colour, action time e.t.c.
(2)
Features: Many products have varying features that supplement
its basic functions. A company can identify and select new features by
surveying recent buyers and then calculating customer value versus company cost
for each potential features.
(3)
Performance
quality: It is the level at which
the product’s primary characteristics operate. The manufacturer must design a
performance level appropriate to the target market and competitor’s performance
levels. A company must also manage performance quality through time. Continuous
improving of the product can produce the high returns and market share.
(4)
Conformance
quality: It is the degree to which
all the produced units are identical and meet the promised specifications. In
low conformance quality, the product will disappoint some buyers.
(5)
Durability: It is a measure of the product’s expected operating
life under natural conditions. Buyers will generally want to pay more for a
durable product. The extra price charged on such product must not be excessive
and the product must not be subject to rapid technological obsolescence.
(6)
Reliability: It is a measure of the probability that a product
will not malfunction or fail within a period of time. Buyers will be willing to
pay more for reliable products.
(7)
Repairability: It is a measure of the ease of fixing a product when
it malfunctions or fails. Ideal repairability would exist if users could fix
the product themselves with little cost in money or time.
(8)
Style: It describes how the product looks and feels to the
buyer. Style creates distinctiveness that is difficult to copy but strong style
does not mean high performance. For instance car buyers pays more to buy
Jaguars because of their extraordinary look but it does not mean the car is
reliable or durable.
2.22 The
Product Life Cycle
A company’s positioning
and differentiation strategy must change as the product, market and competitors
change. The product life cycle is to assert four things:-
(1) Product has a limited
life.
(2) Product sales pass
through distinct stages, each giving different challenges, opportunities and
problems to the seller.
(3) Profits rise and fall at
different stages of the product life cycle.
(4) Products require
different marketing, financial, manufacturing, purchasing and human resource
strategies in each life-cycle stage.
Table 2.3: Adapted from Marketing Management, Kotler
and Keller, 2006.
Product development is
the incubation stage of the product life cycle. There are no sales and the firm
prepares to introduce the product. As the product progresses through its life
cycle, changes in the marketing mix are required.
Introduction Stage
When the product is introduced, the sales will be low
until customers become aware of the product and its benefits. Advertising costs
are high during this stage in order to increase customer awareness of the
product. Firms’ insures additional costs and sales volume is usually low. This
makes the introduction stage a period of negative profits.
The goal of the introductory stage is to establish a
market and build primary demand for the product.
Some of the marketing mix implications of this stage
include:
(1)
Product: One or few relatively, undifferentiated product.
(2)
Price: Generally high, assuming a skin pricing strategy for
a high profit margin as the early adopters buy the product and the firm seeks
to recoup development costs quickly. In some cases a penetration pricing
strategy is used and introductory prices are set low to gain market share
rapidly.
(3)
Distribution: Distribution is selective and scattered, as the firm
commences implementation of the distribution plan.
(4)
Promotion: Promotion is aimed at building brand awareness.
Samples or trial incentives may be directed toward early adopters. The
introductory promotion also is intended to convince potential resellers to carry
the product. Kotler, 2006, Online Source, Google 2009.
Growth Stages
The growth stage is a
period of rapid revenue growth. Sales increase as more customers become aware
of the product and its benefits and additional market segments are targeted.
Once the product has been proven a success and customers begin asking for it,
sales will increase further as more retailers becomes interested in carrying
it. The marketing team may expand the distribution at this point. When
competitors enter the market, often during the later part of the growth stage,
there may be price competition and increased promotional costs in order to
convince consumers that the firm’s product is better than that of the
competitors.
The goal of this stage
is to gain consumer preference and increase sales.
Product:
New product features and packaging options, improving product quality.
Price:
Maintained at a high level if demand is high, or reduced to capture additional
customers.
Distribution:
Distribution becomes more intensive. Trade discounts are minimal if resellers
show a strong interest in the product.
Promotion:
Increased advertising to build brand preference. Kotler 2006, online source,
Business news.com 2010.
Maturity Stage
The maturity stage is
the most profitable. While sales continue to increase into this stage, they do
so at a slower pace. Because brand awareness is strong, advertising expenditure
will be reduced. Competition may result in decreased market share and prices.
The competing products may be very similar at this point, increasing the
difficulty of differentiating the product. The firm places effort into
encouraging competitors’ customers to switch increasing usage per customer, and
converting non-users into customers. Sales promotions may be offered to encourage
retailers to give the product more shelf space over competing products.
The primary goal in
this stage is to maintain market share and extend the product life cycle.
Marketing mix decisions may include:
Product:
Modifications are made and features are added in order to differentiate the
product from competing products that may have been introduced.
Price:
Possible price reductions in response to competition to resellers in order to
avoid losing shelf space.
Promotion:
Emphasis on differentiation and building of brand loyalty. Incentives to get
competitors’ customers to switch. Kotler 2006, Online Source, Google 2009.
Decline Stage
Eventually sales begin
to decline as the market becomes saturated, the product becomes technologically
obsolete, or customer tastes change. If the product has developed brand
loyalty, the profitability may be maintained longer, unit costs may increase
with the declining production volumes and eventually no more profit can be
made.
The firm has three
options in the decline process:
-
Maintain the
product in hopes that competitors will exist. Reduce costs and find new uses
for the product.
-
Harvest it,
reducing marketing support and coasting along until no more profit can be made.
-
Discontinue the
product when no more profit can be made or there is a successor product.
The marketing mix in this stage is as follows:-
Product:
The number of products in the product line may be reduced. Rejuvenate surviving
products to make them look new again.
Price:
Prices may be lowered to liquidate inventory of discontinued products. Prices
may be maintained for continued products serving a niche market.
Distribution:
Distribution becomes more selective. Channels that are no longer profitable are
phased out.
Promotion:
Expenditures are lower and aimed at reinforcing the brand image for continued
products. Kotler and Keller, 2006; Online Source, Wikipedia, 2009.
Limitations of the Product Life Cycle
“Life cycle” implies a
well defined life cycle as observed in living organisms, but products do not
have such a predictable life and the specific life cycles curves followed by
different products vary. The life cycle concept is not well-suited for the
forecasting of product sales. Furthermore, the product life cycle may become
self-fulfilling if for instance, sales peak and then decline, managers may
conclude that the product is in the decline phase and therefore cut the
advertising budget, thus precipitating a further decline.
(9)
The product life cycle concept helps
marketing managers to plan alternate marketing strategies to address the
challenges that their products are likely to face. It is useful for monitoring
sales results over time and comparing them to those of products having a
similar life cycle. Wikipedia, 2009.
2.23 Product
Service System
A product service
system also known as a function oriented business model, is a business model,
developed in academia, that is aimed at providing sustainability of both
consumption and production. Kotler, 2006, Google.
Product service system are
when a firm offers a mix of both products and services. Van Halen defined it as
“a marketable set of products and services capable of jointly fulfilling a
users needs”. Keller 2003.
Types of Product Service System
(1)
Product Oriented
Product Service System: Where ownership of the tangible product is transformed
to the consumer but additional services are provided.
(2)
User Oriented
Product Service System: Where ownership of the tangible product is retained by
the service provider, who sells the functions of the product through modified
distribution and payment system such as sharing pooling and leasing.
(3)
Result Oriented
Product Service System: Where products are replaced by services, such as
voicemail replacing answering machines.
2.24 Impact of
Product Service Systems
Product service systems will improve eco-efficiency by
enabling new and radical ways of transforming the “product-service mix” that
satisfy consumer demands whilst also improving the effects upon the
environment.
Helen et al (2005),
states that the knowledge of product service system enables both governments to
formulate policy with respect to sustainable production and consumption
patterns, and companies to discover directions for business growth, innovation,
diversification and renewal.
2.25 Product
System and Product Mixes
A product system is a
group of diverse but related items that function in a compatible manner. A
product mix, also called product assortment, is the set of all products and
items a particular seller offers for sale. The product mix consists of various
product lines. A company’s product mix has a certain width, length, depth and
consistency. Wikipedia, 2009.
(1) The width of a product
mix refers to how many different product lines the company carries.
(2) The depth of a product
mix refers to the total number of items in the mix.
(3) The width of a product
mix refers to how many variants are offered of each product in the line.
(4) The consistency of the
product mix refers to how closely related the various product lines are in and
use, production requirements, distribution channels, or some other way. Lines
are less consistent as far as they perform different functions for the buyers.
These four product mix
dimensions permits the company to expand its business in four ways. It can add
new product lines, thus widening its product mix. It can lengthen each product
line. It can add more product variants to each product and deepen its product
mix. And finally, it can pursue more product line consistency.
To make any of these
products or brand decision, it is useful to conduct product-line analysis.
2.26 Product
Hierarchy
The product hierarchy
starts from basic needs to particular item that satisfy those needs.
The six hierarchy of
product is identified below using life assurance as an example.
(1)
Need
Family: It is the core need that
underlies the existence of a product family e.g. security.
(2)
Product
Family: It comprises of all the
product classes that can satisfy a core need with effectiveness e.g. savings and
income.
(3)
Product
Class: A group of products within
the product family that is recognized as having a certain function coherence.
It is also known as product category e.g. financial instruments.
(4)
Product
Line: A group of products within
a product class that are closely related because they perform a similar
function, are sold to the same customer groups, are marketed through the same
channels, or fall within the same price ranges. Product line may comprise of
different brands, or a single family brand or individual brand that has been
line extended e.g. life assurance.
(5)
Product
Type: A group of items within a
product line that share one of several possible forms of the product e.g. term
life assurance.
(6)
Item
(product variant): A distinct unit
within a brand or product line distinguishable by size, price, appearance or
other attributes e.g. prudential renewable term life assurance. (Wikipedia,
2009).
2.27 Product Packaging
Most physical products have to be packaged and
labeled. Packaging can be referred to as the activities of designing and
producing the container for a product. Packaging can be classified into primary
package (in a bottle), secondary package (in a cardboard box) and shipping
package.
Well packaged products
create convenience and promotional value. The package is the buyer’s first
encounter with the product and can turn the buyer on or off.
The objective of packaging from the perspective of
both the firm and consumers includes:
(1)
Identify the
brand
(2)
Convey
descriptive and persuasive information
(3)
Facilitate
product transportation and protection.
(4)
Assist at home
storage
(5)
Aid product
consumption
To achieve the marketing objectives for the brand and
satisfy the desires of consumers, the components of packaging must be chosen
correctly i.e. size, shape, material, colour, text and graphics.
Also, various packaging
elements must be harmonized with decision of pricing, advertising and other
marketing program.
After the product gas
been packaged, it must be tested. Test may be in form of engineering test
conducted to ensure that the package stands up under normal conditions, visual
test to ensure that the script is legible and the colour is harmonious, dealer
test to ensure that dealers find the packages attractive and easy to handle and
finally consumer test to ensure favourable consumer response. (Kotler, 2006,
Online source; Google, 2009).
2.28 Product
Labeling
Seller must label the
products in either a simple tag attached to the product or a designed graphic
that is part of the package. The label may be only the brand name or with other
information.
The functions of labels
include:
(1)
Labels
identifies the product
(2)
Labels might
grade the product
(3)
Labels might
describe the product
(4)
Labels might
promote the product
The Federal Trade Commission Act of 1914, the Fair
Packaging and Labeling Act of Nigeria (1967), the Food and Drug Administration,
are laws guiding how products are labeled.
2.29 Warranties
and Guarantees of a Product
Warranties are formal
statements of expected product performance by the manufacturer. Products under
warrantee can be returned to the manufacturer or designed repair center for
repair, replacement or refund. Warranties can be either express or implied but
are legally enforceable; warranties may be general, specific or extraordinary
warrantee.
Guarantee reduces the
buyer’s perceived risk. It suggests that the product is of high quality and
that the company is dependable. This enables the company to charge higher price
than a competitor who is not offering guarantee. Guarantees are most effective
where the company or the product is not well known and where the product’s
quality is superior to the competition.
CHAPTER
THREE
3.0 Methodology
3.1 Introduction
The focus of this chapter is the
research methodology. It highlights the following subunits; research design,
research hypothesis, data specification, sampling including sampling frame,
methods of data collection and analysis,and limitation of the study.
The problem under research
determines the appropriate methodology for any research. The main focus of this
research is the impact of brand management as a tool for product growth and
development with emphasis on Unilever Nig. Plc. as a case study.
The population of the study is the
wholesalers of Unilever Nig. Plc. in Kwara
State
3.2 Historical Background Of Unilever
Unilever
Nig. Plc. was incorporated as Lever Brothers (West Africa )
Ltd. on 11th
April, 1923 by Lord Leverhulme, who has since the 19th
century, been greatly involved with the soap manufacturing organisations in Nigeria
After
several mergers and acquisitions, the company diversified into manufacturing
and marketing of foods, non-soapy detergents and personal care products. These
mergers brought in Lipton Nigeria Ltd. on 1985, Cheese rough Ponds Industries
Ltd in 1988. The company changed its name to Unilever Nigeria Plc. in 2001.
Unilever Nig. Plc. is a public liability company quoted on the Nigerian Stock
Exchange since 1973 with Nigerians currently having 49% of equity holdings. The
long-term success of this business stems from the strong.
Unilever
is a Dutch-British multinational corporation that owns many of the world’s
consumer product brands in foods, beverages, clearing agents and personal care
products. Unilever employed 174,000 people and had worldwide revenue of £40.5
billion in 2008.
Unilever
is a dual-listed company consisting of the Netherlands London
Unilever’s
main competitors include Procter and Gamble, Nestle, Danone Kraft foods, S.C
Johnson and son, Reckitt Benckiser, and Hankel.
Unilever
was created by the amalgamation of the operations of British soap market Lever Brothers and Dutch
margarine producer, margarine line, a merger as palm oil was a major raw
material for both margarines and soaps and could be imported more efficiently
in larger quantities.
By
1980, soap and edible fats contributed just 40% of profits, compared with an
original 90%. In 1984 the company bought the brand Brooke Bond (maker of PG
Tips tea).
In
1987, Unilever strengthened its position in the world skin care market by
acquiring Chesebrough ponds, the maker of Ragu Ponds, Aquanet, Cutex Nail
Polish and Vaseline. In 1989, Unilever bought Calvin Klein cosmetics, Faberge,
and Elizabeth Arden, but the latter was later sold (in 2000) to FFI Fragrances.
In
1996 Unilever purchased Helene Curtis Industry, giving the company “a Powerful
new presence in the limited states shampoo and deodorant market”. the purchase
brought Unilever the ruave and finesse hair care product brands and degree
deodorant brand.
Unilever
owns more than 400 brands as result of acquisitions, however, the company
focuses on what are called the “Billion Dollar brands”, 13 brands which each
achieve annual sales in excess of € 1billon. Unilever’s top 25 brands account
for more than 70% of sales. The brands fall almost entirely into two
categories: food and beverages, and home and personal care.
Unilever
is the world’s biggest ice cream manufacturer with an annual turnover of € 5
billion . In 2000, the company absorbed the American Business Bert Foods,
strengthening its presence in North America
and extending its portfolio of foods brands. In April 2000, it brought both Ben
& Jerry’s and Slim fast. the company is fully multinational with operating
companies and factories on every continent and research laboratories at
Colewort and Port sunlight in England, Mardinge in the Netherlands; Trumbull,
Connecticut, and Eaglewood cliffs, Newjersey in the United States; Bangalore in
India and shanghai in China.
The
US New York city
The
company is said to promote sustainable agriculture programme in 1998. In may
2007, it became the first tea company to commit to sourcing all its tea in a
sustainable manner, employing the Rainforest Alliance, an international
environmental Non-governmental organisation, to certify its estates in East
Africa, as well as Third-party suppliers in Africa and other parts of the world
it declared its aim to have all Lipton yellow label and PG Tips tea bags sold
in Western Europe Certified by 2010, followed by all Lipton tea bags globally
by 2015.
3.3 Research Hypothesis
Hypothesis is explained as the
statement created by a researcher when they speculate upon the outcome of a
research. (Encyclopaedia, 2009). There are basically two types of hypothesis which
are; null and the alternative hypothesis. The null hypothesis predicts no
difference between comparison groups or association among tested variables
while the alternative hypothesis predicts either a simple difference or a
difference in a particular direction.
In other to achieve the objectives
of the research, the under listed null hypothesis were subjected to empirical
testing:-
(1) Ho:
- Brand management is not essential for product growth and development.
(2) Ho:
- Brand management does not affect the satisfaction of consumers
positively.
(3) Ho:
- There is no positive relationship between branding and sales of products.
3.4 Data
Specification
In this research, primary is
required and collected. Primary data is collected through the issuance of
questionnaire administered to the wholesalers of Unilever Nig. Plc. And this
data is suitable for the statistical analysis involved. The questionnaire
obtained information about dependent and independent variables. The dependent
variable is ‘product growth’ while the independent variable is ‘branding’. The
variables as examined in this research that will imply that a product is
growing include sales, product distinctiveness, consumer satisfaction, and
price. These variables are measured against ‘branding’ in this research to know
the level of relationship.
Also, books and periodicals,
published reports, magazines, library researches are used where necessary.
3.5 Sampling Including Sampling Frame
In this study, the wholesalers of
Unilever Nig. Plc. are the target population. The three strategic areas where
wholesalers dominate in Ilorin
Hence, 50 respondents were selected
at Oja Oba, because the market has the largest number of wholesaler, 30 at Oja
Titun and 20 at Yoruba road market.
Convenience sampling technique is
used to gather information from the respondent which means all the units of the
population had equal chance of selection. This technique is preferred from
others because it saves time, cost, it is convenient, and it is free from bias.
5 years time frame is examined in
the research because the cost of gathering information is prohibitive and for
the accuracy of information to be justifiably enhanced. The selected markets
chosen for the research are due to large number of wholesalers of Unilever Nig.
Plc. present in compare to other markets.
3.6 Methods of Data Collection
The instrumentation used
in this research is questionnaire. A
questionnaire is a series of relevant questions which is usually used to elicit
information from the target population of a given study (Oxford Dictionary
2006). The questionnaire contained structured and non-distinguished formal list
of direct questions that is closed ended and classified into two sections. The
first section is used to gather the personal data of the respondents and is
titled ‘Personal Data’ while the second section which is titled ‘Branding as a
tool for product growth and development’ contained questions related to the research
work. The questionnaire was distributed to the wholesalers of Unilever Nig.
Plc. to generate data that is used for the statistical analysis involved in
this research. This technique was adopted because of its reliability and ease
of response from the respondents.
Theoretical background information
was collected through review of related literature on management and product
growth and development.
Online source is also used where
necessary.
3.7 Methods
of Data Analysis
Simple regression analysis is used
to analyse the obtained data from the study. Regression analysis is the
technique used to analyse the relationship between dependent and independent
variable(s). It helps to explain how the value of the dependent variables
changes when the independent variable vary.
In this research work, ‘branding’ is
the independent variable while the level of sales, price, distinctiveness, and consumer
satisfaction are the dependent variables. Therefore, this research examined how
effective branding of a product will affect the level of sales of the
wholesalers of Unilever Nig. Plc.
Conclusively, regression analysis
and correlation is used to ascertain whether or not brand management is a tool
for product growth and development. The regression equation includes:
Y = a + bx
r = n∑xy – ∑x∑y
[n∑X2-
(∑X)2) (n∑y2-∑y)2]
where r = the correlation coefficient.
x = the independent variable.
y = the dependent variable
n = the number of years under
observation.
3.8
Methodological Limitations
A good brand serves to enhance a
sound infrastructure with a solid reputation. Branding cannot provide a quick
fix to a company’s problems or compensate for any shortcomings. Branding will
help very little if the company’s internal operation and cultural personality
are opposite what the company is trying
to convey to the outside audience. The company’s internal personality is as
important as its external message. The average customer is not going to
purchase a product or service without feeling comfortable with a company
offering it.
Consumers
are on the look out for companies that outright lie. If the public finds out
that it has been achieved, the company in question will have to deal with blackmail
and the damage may be permanent. The best way to maintain good public relations
during the branding process is to run an ethical business. Public relation
involves sharing information with the public, and that creates problems when
the company have something to hide.
The
company should make sure that it is running its brand in a way that requires it
not to keep secretes from any of its company does not live up to consumer
expectation negative words of mouth will eventually be its undoing. An
eye-catching logo that represents an uninspired company or a substandard
product will be quickly sniffed out by buyer, in this case, branding can work
to drive customer away.
CHAPTER FOUR
4.0
Data
Presentation Analysis And Interpretation
4.1
Introduction
This
chapter shows the presentation interpretation and analysis of the data
collected in the field survey by the means of questionnaire administration to
show the effectiveness and impact of brand management as a tool for product
growth and development.
A set of hypothesis is tested using the
result of the regression analysis and analysis of variance. Due to the
limitation which hindered a proper application of the required methodology, 100
copies of the questionnaire is administered and 91 copies were duly completed
and returned. Data analysis is then done on the completed questionnaires.
4.2
Data
analysis and presentation frequency.
SECTION
A: - Demographic characteristics of
respondents
1
|
SEX
|
SEX
Male
Female
Total
|
FREQUENCY
36
55
91
|
%
39.5
60.5
100
|
2
|
AGE
|
RANGE
21-30yrs
31-40 yrs
41-50yrs
51and above
Total
|
FREQUENCY
10
17
45
18
91
|
%
11.5
19
49.5
20
100
|
3
|
MARITAL STATUS
|
STATUS
Single
Married
Divorced
Widowed
Total
|
FREQUENCY
14
60
10
7
91
|
%
15.5
65.4
11
8
100
|
4
|
EDUCATIONAL STATUS
|
LEVEL
SSCE
Diploma or GCE
HND
Others
Total
|
FREQUENCY
32
22
19
18
91
|
%
35
24
21
20
100
|
5
|
FREQUENCY OF OPENING STORE
|
RANGE
1-5hrs
6-10hrs
More than 10 hrs
Total
|
FREQUENCY
17
59
15
91
|
%
18
65
17
100
|
Table
4.2.1 Source: Questionnaire Administered 2010.
The
data in table 4.2.1 is obtained from the questionnaire collected from the
wholesalers of Unilever Nig. Plc.
Table
4.2.1 shows that the majority of the respondents were female who were 55 in
number and 60.5 in percentages while the remaining 39.5% were male who 36 in
numbers were. It further shows that 10 (11.5%) fall within the age range of 21-30 years, 17 (19%), in
the age range of 31 to 40 years, 45 (49.5%) fall into the range of 41 to 50
years, and 18 (20%) falls into the range of 51 years and above. Table 4.2.1
also reveals that majority of the respondents are married who were 60 in number
and 65.4 in percentage. 14 respondents were single which constitutes 15.5%, 10 (11%)
were divorced while 7 were widowed which is 8%. The table further explains the
education qualification of the respondents. 32 (35%) respondents have SSCE, 22
respondents have HND qualification, while the respondent that has other
different qualification equate 20% of the population. The frequency the
wholesalers open their store shows that 59 respondents opens their store for 6
to 10 hours which constitutes 65% of the population, 17 (18%) respondents opens
their store for 1 to 5 hours while 15 (17%) respondents open their store for more
than 10 hours .
The
illustration about the qualification of respondents in table 4.2.1 of the
questionnaire. The second section is
analysed using regression analysis, analysis of variance, and correlation and
is explained in the tables below.
Regression
Table
4.2.2 Source: SPSS
Table
4.2.2 shows the summary of the fitted models (branding and price) with r2 value
of 0.012 or 12%. This gives 12%
variability in price as being explained by branding. The small
percentage value of 12% shows that the relationship between price and branding
is not adequate.
Also, the test of significance is done through ANOVA table. The “F” calculated is 1.070
and from the statistical “F” table, the “F” value, F1,89,0.05 = 3.95. This
means that the relationship between branding and price is not significant at
0.05 level of significance. The implication is that, for this research work, it
is concluded that branding does not affect the price of products of Unilever
Nig. Plc.
The
coefficient of the fitted model branding and price shows price = 1.939, -0.122
branding. This means that branding is negatively related to price meaning that
price decrease even at a level of increase in branding.
Regression
Table
4.2.3 Source: SPSS.
Table
4.2.3 shows the summary of the fitted model
(branding and sales) with the r2 value of 0.169 or 16.9%.
This gives 16.9 percent variability in sales as being explained by branding.
The percentage value of 16.9% shows that the model is adequate meaning that as
gathered from the research, branding affects the level of sales. The test of
significance of the fitted model shows that the “F” calculated is 18.074 and
the “F” tabulated F1, 89, 0.05 = 3.95. Since the calculated “F” value (18.074)
is greater than “F” tabulated (3.95), this implies that branding affects sales
of products of Unilever Nig. Plc. The coefficient of the fitted model shows
(sales = 3.468, 0.493 branding). This implies that at 0.493 increase in the
level of branding, it affects sales by 3.468 increase which means that sales is
significantly related to branding.
Regression
Table
4.2.4 Source: SPSS
Table
4.2.4 shows the summary of the fitted model (branding and consumer
satisfaction) with r2 value of 0.08 which gives 8% variability in
consumer satisfaction as being explained by branding. The small percentage
shows that the relationship between branding and consumer satisfaction is not
adequate. The ANOVA table shows the level of significance of the model. “F”
calculated value is 0.699 and from the statistical “F” table, the “F”
tabulated” F1, 89, 0.005 = 3.95. Since the “F” calculated is less than the “F”
tabulated, the null hypothesis will be accepted and the alternative hypothesis
will be rejected. The coefficient of fitted model (brand and consumer), from
the table, the model is consumers satisfaction 12.088:0.258 branding. This
implies that at 0.258 level of branding, it affects consumer satisfaction by an
increase of 12.088 which means that consumer satisfaction is significantly
related to branding.
Regression
Table
4.2.5 Source: SPSS
Table 4.2.5 shows the summary of
fitted model with r2 value of 0.041 which is 4% variability in
distinctiveness as being explained by branding. The small percentage shows that
there is inadequate relationship between branding and product distinctiveness.
It further explains the significance of the fitted model through the ANOVA
table. The “F” calculated is 3.8 and “F” tabulated F1, 89, 0.05 is 3.95. Since
the calculated “F” value is less than the tabulated “F” value (3.85,3.96), therefore,
the model is not significant at 0.05 level of significance which implies that
based on this research, branding does not affect the level of distinctiveness
of the products of Unilever Nig. Plc.. The table also shows the coefficient of
the fitted model. The model is distinctiveness 4.140: - 0.349 branding which
implies that branding is negatively related to product distinctiveness in such
a way that as the level of branding increases, based on this research, the
level at which the products of Unilever Nig. Plc differs from other products
reduces.
Regression
Table 4.2.6 Source: SPSS
Combining
the four variables together to form product growth and development, table 4.2.6
shows the summary of the fitted model, branding and product growth and development
in relation to branding. This indicates that the level of relationship between
branding and product growth and development is not adequate as it is showed in the
research. The test of significance of the fitted model, (branding and product
growth and development) is shown on the ANOVA table. The “F” calculated is
0.499 and from the “F” table, F1, 89,0.05 = 3.95. This means that the
relationship between branding and product growth and development is not
significant at 0.05 level of significance. The coefficient of the fitted model
is product growth and development 21.636:0.279 branding. This implies that at
0.279 level of branding, it affects product growth and development positively
by 21.636.
Table
4.2.7 Source: SPSS
Correlation
of the variables.
Table
4.2.7 shows the level of relationship and responsiveness between all the
dependent and independent variables considered in this research. From the
table, branding is seen to be negatively related to price by -0.109. This means
that as the product is branded , price of the product reduces. There is 0.411 level of relationship between branding
and sales. This means that the
relationship between branding and sales is significant at 0.01 level of
significance. Therefore, this research shows that branding increase as sales
increase.
The
relationship between branding and consumer satisfaction is 0.088. This means
that both variables are not significantly correlated showing that an increase
in the level of branding lead to only just 8.8% increase in the level of
consumer satisfaction. Branding is negatively related to distinctiveness by
0.202. this means that, as branding increases, product distinctiveness
decreases by 20.2%.
Price
is positively related to product distinctiveness by 0.066 or 6.6% also in table
4.2.6 such that, as increase in price leads to 6.6% level at which the products
of Unilever Nig. Plc. differ from other competitor’s product. Sales and
consumer satisfaction was correlated and shows that as sales increase,
consumers are satisfied by 8.8% satisfaction.
Sales
and product distinctiveness is shown to be significantly and negatively related
at 0.01 level of significance by -0.503, which is -50.3% this is shown in table
4.2.6 that as sales increases, the level at which the product of Unilever
differs from other competitor’s product reduces by 50.3%. Consumer satisfaction
is positively related to product distinctiveness by 0.089 or 8.9%.
4.3
Hypothesis
Testing
1.
Ho;
Brand management is not a tool for product growth and development.
Table 4.2.6 is used to test the above
hypothesis. The result of the simple regression analysis is when branding is
regressed with product growth and development. The significance of the
variables is buttressed by the value of calculated “F” which is 0.499 and the “F”
tabulated is 3.95 at 0.05 level of significance. The calculated “F” is lower
than tabulated “F”, and then we accept the null hypothesis from the result of
the simple regression. It shows that the more a product is branded, the less
the level of growth and development in the product. This can be traced to the
current economic situation of the country. Products grow less during economic
recession despite their high level of branding. Because of the high level of
inflation, people does not consider the branding when consuming a product. The
only consumer to satisfy their need.
2.
Ho:
Brand management does not affect the satisfaction of consumers positively.
Table
4.2.4 is used to test the above hypothesis. The result of the simple regression
analysis when branding is regressed with consumer satisfaction shows 8%
variability in consumer satisfaction. This shows that the variability is not
adequate. The significance of the variable is shown by the value of calculated
“F” which is 0.699 and the “F” tabulated is 3.95 at 0.05 level of significance.
The calculated “F” is lower
than the tabulated “F” then we accept the null hypothesis. From the result of
the simple regression, it shows that despite the fact that products are well
branded, consumers consume the products just to satisfy their needs and not
because of the level of branding.
3.
Ho: There
is no positive relationship between branding and sales of products.
Table 4.2.3 is used to test
the above hypothesis. The result of the simple regression analysis when branding
is regressed with sales of products shows 16.9 level of variability in sales in
respect to branding. This shows a partially adequate level of calculated “F”
which is 18.074 and the “F” tabulated is 0.95. since the calculated F“ is
grater that the tabulated “F”, this implies that positive relationship exist
between branding and sales of product.
Therefore we reject the null hypothesis. From the result of the
regression analysis it shows that the level of branding increase the rate at
which consumer purchase and repurchase the products.
CHAPTER FIVE
5.0 Summary,
Conclusion and Recommendations
This chapter discusses the
summary of the various findings in this research work, the conclusion of the
final words on the entire research work and recommendations pertaining to areas
where further studies can be carried out were made.
5.1 Summary of the Findings
The
research work focused on “brand management as a tool for product growth and
development”. Growth and development of products deals with creating products
with new or different characteristics that offer new and additional benefits to
the consumer. It may involve modification of an existing product or its
presentation, or formulation of an entirely new product that satisfies a newly
defined customer want or market niche (Business dictionary.com 2010).
This
research work has been able to examine the term brand management and all that
is involved in it as a tool for product growth and development.
The
result of the study indicates that sales and consumer satisfaction ranks first
as the priority area of manufacturers. Products are manufactured to satisfy the
needs of consumer. This will prompt consumers to purchase which will increase
the sales for such product. The level by which product satisfy customers and
increase in sale indicates the level at which the product is growing and
developing.
The
second most important parameter for product growth and development is the
distinctiveness of the product and its ability to represent the company’s
image, characteristics and competencies. When products are branded in such a
way that consumers or prospects can identify them, it will enhance purchase and
repurchase which will lead to the growth and development of such product.
Next, the third most important
parameter is competitiveness. Branding a product well makes it distinctive and
also to survive in the competitive market environment. It is the product
offered by the company that will make it gain way into the competitive market
and also to gain large market share.
Lastly on the findings is
that wholesalers of Unilever Nigeria Plc are predominantly female, married with
low income level, low educational background. In other words, wholesalers of
Unilever are semi literate females who sell as a means of employment in order
to earn a living.
5.2
Conclusion
Based
on the research findings, brand management is a tool for product growth and
development. Brand management involves series of component aimed at satisfying
the consumer needs with a view of making profit. If products are effectively
branded, it will make the company’s product distinctive among other competing
products that satisfy the same want. This will make such product to gain large
market share for the company and also increase the company’s productivity.
From
the findings of the research, branding increases the sales of the product in
the market. When products are well branded, it makes consumers purchase it.
Well branded product satisfies one of the objectives of establishing a business
which is increased sales.
Furthermore,
the research shows that price has no effect on the consumption of well branded
products. Effective branding tends to increase the price of such product. From
the research, consumers only consume products not because of the price but
because of the satisfaction they derive from such product. Gaining satisfaction
is a key to keeping existing customers and attracting prospects. Satisfaction
depends on how well a purchase performs and how well the products satisfy
consumers. Marketers should focus on reducing the gap between expectation and
performance thereby working towards consumer satisfaction. By so doing, the
business aim of increased profit and market share can be achieved.
Continuous
research about customers and close monitoring of competitive products could
bring about rebranding and repackaging of products where necessary.
Products
are expected to grow, expand and develop, both in size, quality and
profitability if the branding of the product is based on customers’ need.
5.2 Recommendations
It is a known fact that companies are concerned about their market share
and by implication their profit margins. Branding is typically a task of making
the company’s product unique, distinct and being able to be differentiated.
Manufacturing
companies must assist their wholesalers to raise their scope of operation so
that they can see their work as a permanent means of employment. The assistance
can be in the area of loans, training / technical support and advice. This is
because, if they remain just wholesalers, other opportunities may occur that
will increase their earnings which can make them seize to be the wholesaler to
the company by learning the business. Thus the first strategy is to retain the existing
wholesalers and the next is to manage their value for brand.
On
quality, since the study had advised that management concentrate their strategy
on the services of wholesalers and consumers, government should do more on the
code of operation of companies to achieve a good conformance quality. Consumers
and customers needs to be protected. Already established agencies like National
Agency for Drug Administration and Control (NAFDAC), Standard Organization of
Nigeria (SON) and other health related institutions should be encouraged and
empowered to be more dedicated, sincere and committed. There is need for these
agencies to enforce compliance in order to protect the customers.
Competition
should be encouraged because it would lead to greater innovation and the growth
and development of the economy.
Conclusively,
considering the services offered, companies must give attention to the
demographic factors. Initiatives must be centered on married women and men with
equal economic profile, particularly with small holdings since their job
mobility is inelastic and when encouraged with the proper service offerings,
their commitment to the company will be guaranteed.
Firms
should also study well, the stages of product life cycle to ensure that
appropriate strategy is applied to each stage in order to eliminate sudden
decline of its products.
REFERENCES
Aaker A.D.
(1996) Managing Brand Equity (New York
Aaker A.D.
(1996), Building Brand Equity (New York
Bennett P.
1995, Dictionary of Marketing Terms (Chicago
Http//www.Business
dictionary.com (updated 2010) accessed on sat. 13th February, 2010 .
Interbrand Group
(2010), World greatest brands- An
International Review Newyork
Keller
K.L. (2008), Strategic Brand Management,
2nd ed. (upper saddle
river, New
Jersey
Kotler P. and
Keller K.L. (2007), “Marketing Management,
12th ed. Prentice Hall. Hall of India private limited, new Delhi
Olujide J.O.
(2009) Research Methodology, lecture
note AMT 307 and AMT 407, unpublished.
Statistical
“F” table.
T. Randall,
Ulrich K. and Reibstein D. (1998) Brand
Equity and Vertical product line extent, “Marketing Science” pg. 356-359
Tulin E. (1998),
“Brands Equity as a Signaling Phenomenon”,
Journal of consumer psychology. Pg.
131 – 157.
www.unilever.com
(updated 2010) accessed on Sat.
13th February, 2010 .
APPENDIX
QUESTIONNAIRE ON
BRAND MANAGEMENT AS A TOOL FOR PRODUCT GROWTH AND DEVELOPMENT. A CASE STUDY OF UNILEVER NIGERIA IKEJA LAGOS
STATE
Department
of Business Administration,
Faculty
of Business and Social Sciences,
P.M.B.
1515.
Dear Sir/Madam,
I am an undergraduate student of the
Department of Business Administration, University of Ilorin Ilorin
All information supplied would be
exclusively used for the purpose of the research and shall be treated with
confidentiality.
Yours
faithfully,
Kazeem Kausarat T.
SECTION A: Personal Data of the Respondents
Please
tick the appropriate options
What
is your
i.)
Sex: Male
[ ] Female
[ ]
ii.)
Age: 21-30 yrs
[ ] 31-40 yrs [ ] 41-50 yrs[ ] 51 and above [ ].
iii.)
Marital Status Single
[ ] Married [ ]
Divorced [ ] Widowed
[ ].
iv.)
Qualification: WASC, GCE,
NECO, SSCE [ ] Diploma or NCE [
] HND [ ] Others
[ ].
v.)
Frequency of opening
the store: 1-5 hrs [
] 6-10 hrs [
] More than 10hrs [ ].
SECTION
B: Brand Management as a Tool for
Product Growth and Development.
6. Annual sales of the wholesaler.
(a) Below N
100,000 [ ] (b) N 100,000
– N300,000 [ ]
(c) N
300,000 – N 500,000 [ ] (d) N 500,000 and above [ ].
7. How long have you been a wholesaler to
Unilever Nig. Plc.?(a) About a year [ ] (b)
1-3yrs [ ] (c)
4-6yrs [ ] (d)
6-10yrs [ ] (e)
Above 10 yrs [ ]
8. Has the introduction of new products of
Unilever Nig. Plc. increased your sales?(a)
Strongly Agree [ ] (b)
Agree [ ] (c)
Undecided [ ] (d) Disagree [
] (e) Strongly Disagree [ ].
9. Do you see Unilever Nig. Plc. products
distinct from other products in the market?
(a) Strongly Agree [ ]
(b) Agree [ ] (c)
Undecided [ ] (d)
Disagree [ ] (e)
Strongly Disagree [ ].
10. Do you think that the products of
Unilever Nig. Plc. attract more
customers? (a) Strongly Agree [
] (b) Agree [ ] (c) Undecided
[ ] (d)
Disagree [ ] (e)
Strongly Disagree [ ].
11. Do your customers complain of any of the
products of Unilever Nig. Plc.? (a) Strongly Agree [
] (b) Agree [ ]
(c) Undecided [
]
(d)
Disagree [ ] (e)
Strongly Disagree [ ].
12. Do you think the products of Unilever
Nig. Plc. satisfy its customers? (a) Strongly Agree [
] (b) Agree
[ ] (c) Undecided
[ ] (d)
Disagree [ ] (e)
Strongly Disagree [ ].
13. Can effective branding lead to high sales
of Unilever Nig. Plc. products? (a) Strongly Agree [ ]
(b) Agree [
] (c) Undecided
[ ] (d)
Disagree [ ] (e)
Strongly Disagree [ ].
14.Has the availability
of variety of Unilever products in the market affected your business positively
? (a) Strongly Agree [ ]
(b) Agree [ ] (c) Undecided
[ ] (d)
Disagree [ ] (e)
Strongly Disagree [ ].
15. Do you think the products of Unilever represents the
company’s image and competencies? (a)
Strongly Agree [ ]
(b) Agree [
] (c) Undecided
[ ] (d)
Disagree [ ] (e) Strongly Disagree [ ].
16. Does the products
of Unilever have more influence in the market to motivate customers to
purchase. (a) Strongly Agree [ ]
(b) Agree [ ] (c) Undecided
[ ]
(d)Disagree [ ] (e) Strongly Disagree [ ].
17. Does the challenges associated with the
products’ brand management affect the demand for the demand for the products of
Unilever Nig. Plc.? (a) Strongly Agree [ ]
(b) Agree [ ] (c)
Undecided [ ]
(d)
Disagree [ ] (e) Strongly Disagree [ ].
18. Are the wholesalers, retailers and the
consumer informed continually about the existence of new products of Unilever
Nig. Plc.? (a) Strongly Agree [ ] (b)
Agree [ ]
(c) Undecided [ ]
(d) Disagree [ ] (e)
Strongly Disagree [ ].
19. Do you think Unilever ensure that the price
of their product is commensurate with
the forecasted value of their products?(a)
Strongly Agree [ ] (b)
Agree [ ] (c) Undecided
[ ] (d)
Disagree [ ] (e) Strongly
Disagree [ ].
20. Are the needs and wants of the customers
incorporated in the products of Unilever Nig. Plc.? (a)Strongly Agree [ ] (b)
Agree [
](c) Undecided [ ] (d)
Disagree [ ] (e) Strongly Disagree [ ].
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