TABLE OF CONTENTS
Title page
Certification
Dedication
Acknowledgment
Table of contents
CHAPTER ONE: BACKGROUND TO THE STUDY
1.1 Introduction
1.2 Statement of problems
1.3 Aims and objectives of the study
1.4 Significance of the study
1.5 Scope of the study
1.6 Limitations and constraints to the study
CHAPTER TWO: LITERATURE REVIEW
2.1 Concept of competitive market Environment
2.2 Characteristics of competitive market
2.3 Strategies for meeting competition
2.4 Concept of promotion
2.5 The promotion tools
2.6 Factors determining the choice of promotion mix
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Research Population and Sample
3.2 Research Design
3.3 Instruments of Data Collection
3.4 Administration of Instruments
3.5 Method of Data Analysis
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Brief History of product Promotion in Unilever Nigeria, UN Plc
4.2 Unilever’s Products and the nature of their Market
4.3 Promotional objectives of Unilever’s Products
4.4 Promotional Tools employed by the company
4.5 Factors influencing the promotional mix Decision in Unilever
4.6 Effect of the promotional mix in the company in the competitive market environment
CHAPTER FIVE: SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
5.0 Summary of Findings
5.1 Conclusions
5.2 Recommendations
Reference
CHAPTER ONE
BACKGROUND TO THE STUDY
1.1 INTRODUCTION
AGGRESSIVE PROMOTION AS THE INSTRUMENT OF COMPETITIVE IN THE MARKET
The need for promotion is based on the fact that in a marketing environment, strong competition is becoming the order of the day for marketers to attain corporate objectives of consumer satisfaction at a profit. According to Kotle (1997), Marketing can be defined as managerial or corporate activities that identity the needs and wants of consumer at organization goals. An adequate promotional objective must be set and rigorously pursued for sound performance.
Any firm existence depends majorly on the ability to manage its environment, in the face of strong competition and one of the major instruments being used which is the outstanding strategy which cannot be undermined.
The promotion can come as a result of situational analysis of the competitive environment, competitive advantages of firms targets and advance and communication medium.
The promotional method used and extend of promotion is essential to this study, therefore it intends to examine the different promotions and promotional strategies that can be used to attain this objectives.
The function of Unilever Nigeria Plc as the case study of the proposed study would be examined with a view to identifying the latest development and the present competitions that is going on among them and its problems and recommending ways of solving these problems.
1.2 STATEMENT OF PROBLEM
The problems this study intends to solve are the problems of irregularity and inconsistence in promotional activities such as over pricing in promotional activities, environment issues in competitive market.
This study will pin-point uncontrollable and controllable factors that affect the promotional tool in marketing environment.
Finally the improper counter-attack of the language used in promotion by other competitors in carryout their promotional activity will be analysis by this study.
1.3 AIMS AND OBJECTIVE OF THE STUDY
A company may have the best designed product, the most system of distribution and the fairest price, but the company’s product will not sell If the customers are not aware of its existence.
Hence, promotion is a critical element in any marketing strategy, since proper promotion sustains the other controllable variable:
The impact of promotion in a firm is what the study seeks to portray in the use of Unilever Nig Plc respectively in the face of strong competition in line of markets.
This study intends to identify the problems and limitations of effective promotions in the face of competitions in the market.
This study also seeks to know the different competition that is going on in the market and ways of application of promotion and the right time to adopt a particular promotions and the target audience at the market.
This study hopes to cover the various promotional approaches that the firm can adopt in a competitive marketing environment.
So as to achieve a significant result in al the promotional activities.
Additionally, this study also focused in promotional activities like communication. The major promotional objectives are to inform, persuade and to effect the potential consumer knowledge and attitudes about a product in the face of aggressive promotions.
The study finally will make recommendation which if implemented will go a long way in providing the functions of promotions in a competitive marketing environment.
