THE EFFECTIVENESS OF PRODUCTS POSITIONING IN ENSURING CONSUMER PATRONAGE (A CASE STUDY OF UNILEVER NIGERIA PLC KADUNA)

THE EFFECTIVENESS OF PRODUCTS POSITIONING IN ENSURING CONSUMER PATRONAGE (A CASE STUDY OF UNILEVER NIGERIA PLC KADUNA)

ABSTRACT

The research work defeats extensively into the reason that Unilever Nigeria Plc positioned its brand and the overall effect of positioning its product Unilever Nigeria Plc see this singular act as a veritable tool to sustaining its numerous band’s market share and also as defensive tool against intruding competitors that leave that leave no stories untouched in trying to which part of the market share of Unilever Nigeria Plc. The multiplying effect of positioning to the benefit of Unilever Nigeria Plc was experienced in the company’s annual report, which says Unilever Nigeria Plc. Share price as April , 2006 was N21.68 as against N60.80 as at 2002. This showed an increase of about 319% in market share Unilever Nigeria Plc was established in 1923 and was incorporated in 1924 as a private company. It became a public limited company in 1973. at the end of the last quarter of 2006 financial year, the company which was profoundly known as Lever Brothers Nigeria Plc, change to Unilever Nigeria Plc. As a result of the acquisition of 50.4% share represented by 605, 762, 130 share at 50k per share of Unilever overseas holding by the dwindling for time of the company in the mind. 1940’s and the eventual after tax loss of N/32 million in 1997 makes it imperative for the management to face more severe economic hard-ship. This led to the general over handling of the company with most brands being positional by repackaging into sizes to the advantage of the main segmentation of societal demand and also by distributing through well structure distribution channel. The main of this research is to identify and analyze the effect of positioning on consumer patronage. The scope of the study shall be limited to Kaduna branch of the company. One of the limitations arising as a result of lack of adequate funds and time. However, the result from analyzing the data obtained from the whole company irrespective of the limited scope, the result obtained from the research work would be reliable enough to represent the whole company.

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