This research work is primarily undertaken as an academic exercise to study the influence of branding on people buying attitude. This desire to carry out this project was stimulated by the changing nature of marketing and our environment.
TABLE OF CONTENT
1.1 Background of the study
1.2 Statement of problems
1.3 Objective of the study
1.4 Research questions
1.5 Statement of hypothesis
1.6 Significance of the study
1.7 Scope of the study
1.8 Limitation of the study
1.9 Definition of the terms
2.0 Literature review
(Others functions of the topic)
3.0 Research methodology
3.2 Research design
3.3 Sources/method of data collection
3.4 Population and sample size
3.5 Sample techniques
3.6 Validity and reliability of measuring instrument
3.7 Method of data analysis
4.0 Presentation and analysis of data
4.2 Presentation of data
4.3 Analysis of data
4.4 Test of hypothesis
4.5 Interpretation of results.
5.0 summary, conclusion and recommendations
5.2 Summary of findings
Branding is a major issue in product strategy, on the other hand, developing a branded product requires great deal of long term investment, especially for advertising.
Promotion and packaging, may brand oriented companies sub contract manufacturing to the companies.
On the other hand, manufacturers
eventually learn market power and it lies with building their own brands.
Japanese and south Korean companies spend liberally to build up brand name such
In the past year, Nigerian has
experienced a boom in her economy and had enough foreign exchange reserves the citizens
depends much on imported goods especially household products. Then came
economic recession. They affected the citizens adversely as many had no regard
for made in
The third and fourth national development plan is for self sufficiency, the country has to minimize importation so as to become economically self sufficient. Marketing program such as trade fair are often organized to encourage and give exposure to local manufacturers. It creates more awareness to the products, it is being organization by the chamber of commercial and industry and product industries include Guinness Nigerian Plc Aba United African company (UAC), Paterson and zodinanise Plc and international equitable association to mention but a few. They produce close substitute but they differentiate their product and secure stronger market position by use of brand names.
1.1 BACKGROUND OF THE STUDY
Branding started during the middle ages when craft guides and merchant guides formed to control the quantity and quality of production. Each producer had to make his goods out put could be cut back when necessary. This also meant that poor quality which might reflect variable on other guide products and discouraged future trade could be traced back to the guide produce. Early trademarks were also a protection to the buyers who could then know the sources of the product. More recently, branding has been used mainly for identification, the earliest and most aggressive brand promoters in American were the patent medicine companies. They were joined by good manufacturers that grew in size after the civil war. Some of the brands started in 1860, and 1870s and still going strong) are boarder’s quarters, Pilsburgs, and best flour and wary soap. Today, familiar brands exist for most product categories: a well recognized brand makes shopping easier. Even on infrequent purchase consumers often rely on well known brands as an indication of quality.
Brand promotion has advantages for branders as well as customers. A good brand speeds up sopping for the consumers and this reduces the marketers selling time and effort. And when customers repeatedly purchase by brand, the brand is protected against competition from other forms. This can increase sales volume and reduce promotion costs. Good brands can improve the company image speeding acceptance of new product marketed under the same name. Guinness Nigerian Plc is a manufacturing/marketing organization that markets over twenty different brands in various pack size ranging from home care, personal care and food categories. In order to ensure excellence in marketing, the company has a clear policy of maintaining a high quality of her products, which is respected, nation wide. The company is committed to meeting the needs to consumer in respect of product performance and her quality standard to meet the needs better than competition. It ensures that the quality standard brand advertising claims and in general are supportive of overall brand positioning and maintains regular contact with the market, the distribution, chain, the trade and the consumers for close monitoring of product performance and quality against other competitors.
Guinness Nigeria Plc stands competitively, against other soap industries hence, products are develop, produced and sold specifically to meet the identified needs of consumers. It is referred to as a must in every home.
IN the course of carrying out this research, Guinness Nigerian Plc, (RC 113) In one of the longest surviving manufacturing outlet in Nigeria. The company was incorporated as a private company in 1923, to manufacture soaps, based on local palm oil. Over the years, the company diversifies and expanded its operation to the production and marketing of personal product, mainly Guinness products detergent, body care products. In particular and through selective acquisition, the company has strengthened its personal product through its merger chase brought products industries limited in 1988 and lately in 1995 through a merge with Lever Brothers Nigeria Limited that effectively transferred to Guinness Nigerian Plc.
the recent acquisition of A.J. Seward and in order to ensure sustained focus in
management, the company new has four manufacturing sites for its operation from
the original six, viz Apapa Lagos, the second site,
Guinness Nigeria Plc range of quality
product is distributed and sold at uniform process all over the country through
an established and tested distribution network using appointed distributors,
supervised by a well trained sales force. The company has about 2.250 employees
in its firm manufacturing sites and various distribution points through the
country of this number only three are expatriates. This is the extent to which
the company has gone at training and developing management resources. The
objective is to bring in expatriate who are willing and able to work in
Nigerian and who will contribute in training
According to Aham Anyanwu (1998) stated
that one brand is imitated and owned by resellers. This type of branding is not
so common in
According to Berkowetz et al (1986) in their books “marketing” firth edition, he opined that compromise between manufacturer and private branding is mixed branding, where a firm markets product under its own name and that of a reseller because the segment attract too the reseller form their own market.
Berkowiz opined that an alternative branding approach is the generic brand, which is a no brand product such as food, peanut, butter or greens. There is of the contents the major appeal is up to one their less than the branded items, generic brand account for less than one percent of total grocery sales.
REASONS FOR BRAND
Aham Anyanwu in his book ”dimension of marketing” gave so many reasons for branding among which are: -
i. To achieve repeat purchase: A satisfied customers can always repeat his purchases or shopping to that store where his want were satisfied brand promotion has advantages to the brander as well as the customers. Good brands speeds up shopping for the customers and as such reduces the marketers selling time and effort.
ii. To increase market share and profitability: Pete Drucker has suggested that a business needs a range of product, each of different stages of its life cycle so that a succession of profitable products will always be on stream. Drucker labels this stream of product as “today breadwinners” tomorrow bread winners and yesterday breadwinners, which will be ale to replace breadwinners.
iii. Develop brand loyal customers: An organization that strictly differentiates its products through branding tends to develop customers loyalty to the product. The ultimate aim or differentiation is to develop unique selling proposition and this is generally done by adding value to products and been dedicated to the production of top quality brands and packages remain a must and indeed the very best in all homes” for the purpose of this study the products are to study their packaging age Guinness and detergent.
1.2 STATEMENT OF THE PROBLEM
vary in the amount of power and value they have in the market place at one
extreme are brands for which buyers have a fairly high degree of brand
awareness. Beyond those are brands preference. Finally, there are brand that
command a high degree of brand loyalty. Today competitive conditions
characterized practically every market in
1. Is branding the secret behind consumers identification on buying the right products.
2. Why do people trust Guinness Nigeria Plc product brands?
3. What role does branding play in the marketing of product?
1.3 OBJECTIVES OF THE STUDY
This project work is written with several objectives in mind. The objectives of writing the research include the following: -
To explain what branding is all about with
a comprehensive coverage in all form of business in
ii. To give an overview of the impact of branding on marketing of consumers products.
iii. To explain the branding strategies in the organization activities.
iv. To find out means/how to improve the quality of product of the Guiness Nigeria Plc.
1.4 RESEARCH QUESTIONS
The following questions were pointed for the study: -
i. Does branding contribute to profit making?
ii. Does branding encourage the introducing of new product?