EFFECTIVE MARKETING STRATEGIES FOR IMPROVED PERFORMANCE OF NON-DURABLE CONSUMER PRODUCT

(A CASE STUDY OF ALWAYS SANITARY TOWEL A PRODUCT OF PROCTER AND GAMBLE IN ENUGU METROPOLIS)

ABSTRACT

This research project is very critical study for procter and gamble Nigeria Plc, the study was motivated by the necessity to improve performance of always’s sanitary towel through effective marketing strategies. This research projects was aimed at the following.

a)           To identify marketing strategies that can be implemented in order to increase the sales and profitability of the product.

b)           To determine whether distribution method of P*G has helped to increase sales of always’s sanitary towel.

c)            To determine whether distribution method of P&G has helped to ensure that availability of always sanitary towel in the market.

Both primary and secondary data were collected to solve the research problem the population of the study comprised of the personnel of procter and gamble Plc. The distributors and consumer of always’s sanitary towel, the research instrument used for data collection were questionnaire, oral interview, tables, frequencies and percentages in presenting and analyzing the data collected the chi-square statistic was used to test the various hypothesis since this was a test of goodness of it. From data analysis, the researcher came up with the following findings.

-              About 63.4 percentage of consumer are satisfied with the quality of always sanitary towel in the market.

-              The respondents in the market agree with the availability of always’s sanitary towel in the market.

About 95.1 percent of consumers are satisfied with the availability of always’s sanitary towel in the market. About 96.6 percent of respondents agreed that indirect distribution system have ensured the availability of always’s sanitary towel in the market. About 54.8 percent of those who consumes the product agrees that quality and price are good. Distribution agree that always’s sanitary towel has been well received by consumers and its selling or moving within the market. The overall marketing strategies adopted by procter and gamble Nigeria.

TABLE OF CONTENTS

Title page         -       -       -       -       -       -       -       -       -       i

Approval page -       -       -       -       -       -       -       -       ii

Dedication       -       -       -       -       -       -       -       -       iii

Acknowledgement    -       -       -       -       -       -       -       iv

Abstract   -       -       -       -       -       -       -       -       -       v

Table of contents     -       -       -       -       -       -       -       vi

List of tables    -       -       -       -       -       -       -       -       ix

List of figures   -       -       -       -       -       -       -       -       xii

CHAPTER ONE

INTRODUCTION      -       -       -       -       -       -       -       1

1.1      Background of the study -       -       -       -       -       1

1.2      Statement of the problems       -       -       -       -       5

1.3      Objectives of the study     -       -       -       -       -       6

1.4      Research question/Hypothesis        -       -       -       -       7

1.5      Significant of the study    -       -       -       -       -       8

1.6      Scope of the study   -       -       -       -       -       -       9

1.7      Definition of terms   -       -       -       -       -       -       11

1.8      Limitation of the study     -       -       -       -       -       12

CHAPTER TWO

LITERATURE REVIEW   -       -       -       -       -       -       14

2.1      Theoretical review    -       -       -       -       -       -       14

2.2      Nature of marketing         -       -       -       -       -       -       16

2.3      Product strategies    -       -       -       -       -       -       18

2.4      Objective of marketing strategies     -       -       -       21

2.5      Problem of marketing strategies       -       -       -       23

2.6      The component of marketing strategies   -       -       29

CHAPTER THREE

RESEARCH METHODOLOGY-       -       -       -       -       33

3.1      Sources of data collection        -       -       -       -       -       33

3.2      Population of the study    -       -       -       -       -       33

3.3      Sample size determination       -       -       -       -       34

3.4      Sample techniques --     -       -       -       -       -       46

3.5      Instrument for data -       -       -       -       -       -       46

3.6      Method of data treatment and analysis    -       -       46

3.7      Questionnaire allocation and administration  -       47

CHAPTER FOUR

PRESENTATION AND ANALYSIS OF DATA   -       -       49

4.1      Presentation Interpretation and analysis of data.    49

4.2       Testing of hypothesis      -       -       -       -       -       68

CHAPTER FIVE

DISCUSSION OF FINDINGS, RECOMMENDATION AND CONCLUSION-       -       -       -       -       -       -       -       77

5.1      Summary of findings       -       -       -       -       -       77

5.2      Recommendations   -       -       -       -       -       -       78

5.3      Conclusion      -       -       -       -       -       -       -       80

Bibliography    -       -       -       -       -       -       -       81

Appendix         -       -       -       -       -       -       -       -       84

LIST OF TABLES

Table 4.1:         Determination of response rate questionnaire distribution and collection         -       -       50

Table 4.2:         If yes, how did you come to know about the product for the first time-       -       -       52

Table 4. 3:        If yes, how did you come to know about the procter for the first time.        -       -       -       53

TABLE 4.4:      Have the overall promotional campaign of Always sanitary towel helped in the creation of averseness of the product.        -      -        54

Table 4:5:         Are you satisfies with the availability of Always sanitary towel in the market.      55

Table 4.6:         Why do you prefer Always sanitary towel to any other sanitary.        -       -       -       -       56

Table 4.7:         How would you rate the quality of Always sanitary towel.       -        -       -       -       -       57

Table 4.8:         How would you compare the price system of Always sanitary towel with other sanitary towel in the market.-       -       -      -        58

Table 4.9:         Are you satisfied with the distribution method of Always sanitary towel in the market    -       -       -       -       -       -       59

Table 4.10:       Do you think that the overall strategies of procter and gamble (P & G) increase the sales of always sanitary towel.     -       -      -        60

Table 4.11 Sex-       -       -       -       -       -       -       -       61

Table 4.12:       What is your assessment on the company distribution method        -       -       -       -       62

Table 4.13:       Do you thin the promotional campaign adopted by procter and gamble (P&G) Plc. Helped top increase the sales of Always’s Sanitary towel.-       -       -       -       -       63

Table 4.14:       Does qualification used by procter and gamble Plc. Helped to increase the sales of Always sanitary towel.     -       -       -