THE IMPLICATION OF BRANDING AND PACKAGING OF A PRODUCT

THE IMPLICATION OF BRANDING AND PACKAGING OF A PRODUCT

(A case study of NASCO Group of Companies Jos, Plateau State)

ABSTRACT

The objective of this project work is to highlight the important of branding and packaging to a product. This study is significant because, it will help in solving the statement problems of branding and packaging in marketing firm.  A review of relevant literature done by other writes on this subject will be carry out by the researcher. It’s objectives in branding and packaging a new product is to have positive satisfaction from consumers and to gain the highest market share in a competitive marketing environment. The study aimed at identifying the strategies of branding and packaging in competitive product with the view to avoid new product failure. Summary, conclusion and recommendation will be made.

CHAPTER ONE

INTRODUCTION

1.0     Introduction

The ultimate aim of product is simple to satisfy the needs and wants of the consumer. A product should be given a unique brand name to distinguish it from other goods. The name should be distinctive and easy to pronounce and it should capture the essential product concept.

Packaging: The basic function of packaging is to protect the product; hence it must be durable so as to survive handing during distribution. Additionally, packaging fulfills an important promotion function branding and packaging as name implies are major items of promotion strategy.

The skill of professional marketers is the ability to create, maintain protect and enhance branding on other hand, developing a branding product which requires a great deal of long investment spending especially, for advertising, promotion and packaging .The research project aims is to examine the effectiveness of branding and packaging that is in existence in NASCO group of companies, Plateau State. The production manager is left with the choice of how to brand and package their product effectively so as to identify seller of the same product to differentiate them from that of their competitors.

1.1     Historical background of the case study

Innovation, diversification and growth with faith in the Nigeria economy, which diversified into the production of wide range of products manufacture through associated companies. The company started operation in 1963 with the establishment of Jute Bag Manufacturing Factory in Jos.

NASCO Food (Nigeria Limited) Jos, Plateau State produces the well-known NASCO biscuits in Nigeria 20 varieties to suite every state and every occasion. The company now produces cornflakes and wafers.

NASCO Pack Limited, Jos Is a manufacture of converter of packaging materials including corrugated sheets and boxes printed transweep film and poly bags cellophanes multicolour offset printed cartons and labels.

NASCO Confectionery Company Limited Jos Manufacturing arranges of sweet, jelly, bubbles gum, toffee and other confectionaries. The company’s products are targeted mainly for children and adult.

Nasco House Holds Products produces NASCO detergents soap action bonus brytex solar Hi powersplash, Nova, plus bar soap and beauty soap.

1.2     Statement of the problem

In carrying out this research, a lot of factors were identified as the possible problems of the successful branding and packaging of a product. The advantages and important of branding and packaging to the success of a product, while some condemns it, such problem are expressed as follow

1. Customer perception: This have a great effect in branding and packing, since it has to do with the way consumer or target audience fell and their attitude towards the product.
2. To find out the possible effect of intensive advertisement on a product
3. To establish the product differentiation and high quality product over competition items already in market.

1.3     Objective of the study

The objective of the study is mainly concerned with the effective branding and packaging implication for marketing firms where NASCO Company Jos is the case study under the marketing firms.

Because of the fact that we are using one firm in relation to other marketing firm may affect the generation of our findings as this project does not claim to have all fact about marketing firms due to some certain limitation but it all provide insight to our case study.

The general purpose of this empirical study is to assess the implication of branding and packaging of a product with reference to NASCO Group of Company Jos, Plateau State. The specific objectives are:

1. To assess the implication of branding and packaging of a product in an organization.
2. To determine the impact of branding and packaging in an organization.
3. To make recommendations based on the research findings.

1.4     Significance of the study

The project will be of important to the NASCO group of company .In adopting a more effective way in branding and packaging to take care of uncertainty in the future which is likely to occur in the industry especially in marketing new product.

The findings of the study will also be of immense benefit to other companies who may wish to carry out further research work on how branding and packaging can be used when a new product is introduced into the market. The finding will be useful to students, institutions who may be interested in research.

1.5     Statement of hypothesis

H_o:    Proper branding and packing does not offer a superior protection to the product.

H_i:     Proper branding and packaging offers a superior protection to the product.

1.6     Scope of the study

The study is limited to branding and packaging in a competitive marketing environment in NASCO Group of Company Jos, Plateau State.

1.7     Limitation of the study

Since constraints are features of every human activities limiting the means by which such activities are carried out it is therefore not expected that same constraint have impact on the quality of these research work and these limitation includes:

1. The time schedule for the completion of the research work was insufficient for detailed collection of data.
2. Financial constraint: Capital has been rated the most important resources to carry out a given project. Research work to this end was not left out because the information needed to write this project was not gathered in one place.

The researcher was also faced with financial problems. Researcher work is very tedious because it requires running from one place to another in search of information, books, Journals, paper and reports must be consulted but are not always available within, there was the need to travel to gather some of the materials which involved money. Also the researcher printed questionnaires which were distributed to the staff of NASCO Group of Company, Jos which also involved money.

• Some respondent were skeptical to reveal certain information that were vital to the success of this research works.

1.8     Definition of terms

Logo: A printed symbols designs for used by company which serve as it special sign.

Symbol: A mark or sign with a particular meaning

Packaging: Is the general activities in product planning which involves designing and producing the container or wrapper for a product.

Brand name: Is that part of a brand that people can vocalize alterably e.g. NASCO water product NASCO

Trade name: Names use to identify a particular type of product or is the actual legal name of a company.