CHAPTER ONE

1.1   BACKGROUND OF THE STUDY

        Every profit conscious individual both male and female and organization must have at least a product to market, in order to make profit. This is irrespective of the fact that order individuals and organizations may have been involved in a production and marketer wants to go into. The implication of this, is that market for the product concerned will become e competitive one, a saturated market does not give room for the attainment of maximum profit by an organization and individual, since the profit is being shared among it and its competitors.

        The thankful nature competing with a new product to worsen the problems of a new competitors, especially if the new product that he or she is using lack innovation which will distinguish or differentiate his or her product from that of existing products to be easier.

        In spite of the taskful position of being new product, that is using an unknown product to compete with known products, new competitors still come into a saturated market with their new product. They not survive but also make remarkable achievement. Undoubtedly, an array of strategies must have been put in place to meet such achievement.

1.2   STATEMENT OF THE PROBLEM

        New products are essential to the success of any company. Company develop new product to replace those that have become out-dated in the eyes of consumers. As a result of trying to satisfy the changing needs of consumers, companies develop new products also they also have to be developed in attempt  to contain competition without resulting to price competition, with new products developed, the worst problem that marketers or producers face is how to market these products. it is ever a bigger problem if the market that is intending to serve is a saturated market. By saturated market, we mean a market where there is supply beyond the point at which there is demand for a product. It therefore means, more efforts are needed for the marketing of such products. These efforts are so necessary considering how precarious these products could be in a saturated market without such efforts. It could essentially turn out to be a situation where the product fails even before its introduction to the market. In line with this, the central research question for which this project is meant to answer is;

        What are the strategies that can be used to market a new product in a saturated market?

1.3   OBJECTIVE OF THE STUDY

1. The purpose of this project is to discover the major problems and strategies for marketing a new product in a Saturated market of Nigerian Breweries Plc with a view of finding possible solution that will help marketing managers with better marketing strategies.

2. The main aim of the study is to ensure that Nigerian Breweries Plc, achieve optimum utilization in marketing a new product in a saturated market.

1.4   CENTRAL RESEARCH QUESTIONS

1. What are the strategies for marketing a new product to a saturated market?

2. What are the problem encountered in marketing a new product in a saturated market?

3. What are the solution to problems encountered in a saturated market?

1.5   FORMULATION OF HYPOTHESIS: HYPOTHESIS I

Ho:   The acceptability of the product in the market is not directly related to the quality of the product.

Hi:    The acceptability of the product in the market is directly related to the quality of the product.

HYPOTHESIS I

Ho:   Marketing strategy does not influence the success of a new product.

Hi:    Marketing strategy influence the success of a new product.

HYPOTHESIS II

Ho:   Product acceptability is not a function of its quality.

Hi:    Product acceptability is a function of its quality.

1.6   SIGNIFICANCE OF THE STUDY

        The first significance of this study is the major comprehensive investigation in the effectiveness of marketing strategy on sales.

        This study is equally useful to the researcher since business education is a dynamic one, it is therefore possible for any student to know all the needs within the four walls of the class-room in a given field.

1.7   SCOPE OF THE STUDY

        This is limited to strategies for marketing a new product in a saturated market, using Nigeria Breweries Plc, as a case study. This is done with a view to identify the problems and strategies for marketing a new product in a saturated market as well as how the cause of these problem can be minimized.

1.8   LIMITATION OF THE STUDY

        Efforts were made in this project to carryout a thorough research on the strategies for marketing a new product in a saturated market using Nigeria Breweries Plc as a case study.

        There was inadequate textbook on the research affected the literature review.

        Statistical problems were encounter during questionnaire analysis and hypothesis testing which demand extra care to ensure accuracy and exactness in calculation.

        Again, major of the staff were afraid to respond, they feared, they might be detected by management and subsequently be queried, in spite of the fact that they were not required to disclose their identify in the questionnaire other than their various department which was meant for sampling purpose only.

        Finally, the research work is restricted to N.B. Plc consequently, I accepted responsibility for error committed, omission made, untrue position reflected (if any) as the reasons enumerated above could be accounted for.

1.9   DEFINITION OF TERMS

a. New: The term is applied to any product that required a change in marketing direction.

b. Product: Is defined as anything that can be offered to a market for attentions, acquisition, use or consumption that might satisfy a want or need.

c. New Product: Is defined as a good, service or idea that is perceived by some potential customers as new.

d. Marketing Environment: This involves the effect of marketing ability to build and maintain successful relationship with target customers.

e. Product Life Cycle: This is the course of a strategy of company growth by getting modified or new product to current market segments.

f.  Gap Analysis: This is a tool used to examine thoroughly and objectively as possible your current marketing position and the strategies which you could follow, and improve them in line with the overall company strategies.